Burson has announced its official launch by unveiling a new brand identity and revitalising its client services. 

The agency was created after WPP-owned BCW and Hill & Knowlton merged in January 2024.

The new visual identity and value proposition of Burson is rolled out across all its global channels. 

To further this new positioning, the agency has introduced a series of products and programs to empower its counsellors and creators to solve clients’ challenges across sectors and markets. The new visual identity, ‘inspired by the power of light to illuminate insights and reveal opportunity’, reinforces the company’s commitment to counselling clients with bold creativity and advisory solutions.

The new framework includes a consulting methodology to assess and actively manage reputation capital across four pillars—company actions, communications, social narratives and stakeholder beliefs.

Furthermore, Burson will also unveil its new learning academy focused on client leadership and skills development to ensure teams are well-versed in counselling clients. The Burson Academy will offer curricula under four pillars—leadership, client excellence, craft and AI/innovation.

Corey duBrowa, global CEO, Burson, said, “Businesses and organisations are operating in a constant state of complexity and uncertainty, marked by rapid advancements in technology, economic volatility, wide-ranging activism, and social and geopolitical turbulence. A strong reputation grounded in action, communicated clearly and creatively, and deployed as capital across stakeholders will enable clients to succeed in this environment. Reputation is a company’s most valuable asset for enhancing perception and growing performance, preference, valuation and return.”

AnnaMaria DeSalva, global chairman, Burson, said, “In today’s complex operating environment, business leaders are converting pervasive risks into opportunities for innovation and value creation. The Burson Innovation Portfolio, which draws on the technology strengths of our combined agencies and WPP, reflects our promise to combine artificial and human intelligence in ways that help our clients succeed at the intersection of risk, creativity and reinvention. Leading companies are already leveraging these solutions to build and protect reputation in highly material situations. We are committed to both our clients and our employees that Burson will be an engine for their growth and for the enablement of the transformations that the world needs now.”