In her new position, Lu will oversee Burson’s business across Beijing, Shanghai, Guangzhou, and Shenzhen, with responsibilities covering client service, business growth, and talent development.

Lu brings nearly 26 years of industry experience, including two decades with Burson China, part of WPP China. She most recently served as managing director of Burson Shanghai.

She joined Hill & Knowlton (now Burson) as a senior account executive and has since held a series of senior leadership roles, including senior vice president, deputy general manager, and deputy managing director. Over the years, Lu has advised clients across a wide range of sectors, including automotive, energy and industrials, food and beverage, lifestyle and fashion, sports and entertainment, and travel and hospitality.

Prior to entering the communications industry, Lu spent nearly six years as a journalist with China Daily.

Lu will report directly to HS Chung, North APAC CEO at Burson. 

“Maggie has an exceptional understanding of the intricacies of the Chinese mainland market, having served in leadership roles in our business for many years,” Chung said. 

“I know she will be adept at guiding our clients through today’s complex operating environment and in building our business in this critical commercial and geopolitical region. With Maggie as CEO of Burson China and Simeon Mellalieu in his role as CEO of Burson Hong Kong, we have two leaders with the depth of knowledge and market-specific expertise to help our clients build their reputations and businesses and achieve their commercial ambitions,” she added. 

Commenting on her appointment, Lu said, “I’m honoured to accept the role as CEO of Burson China during this critical juncture. We will continue to make sure our clients and future clients benefit from the expertise, counsel and forward-looking guidance that are hallmarks of the Burson offer,” she added. 

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