Burson appoints APAC CEO

Burson has named HS Chung as CEO, Asia Pacific, effective 1^st December 2025. 

HS has been leading the agency’s business in North Asia Pacific across Mainland China, Hong Kong, Japan, and South Korea, and will now oversee the entire APAC region, including Australia, New Zealand, India, Indonesia, Malaysia, Singapore, and Thailand. She remains based in Seoul for the appointment.

“HS has a combination of superpowers that make her very well-suited to lead the entire region,” said Corey duBrowa, Global CEO, Burson. “She is a trusted and sought after CEO and C-suite advisor, a business builder, a talent advocate and an operational maven. These skills, together with her deep understanding of the cultural nuances across and between the markets, will enable Burson to continue delivering exceptional results for our clients and further build on our strong foundation across our Asia-Pacific footprint.”

HS has counselled C-suites from blue-chip multinational organisations across the F&B, electronics, personal care, automotive, and healthcare industries. She also spearheads specialised service offerings for the Korean government and has been involved in government projects, including the Olympics. Prior to Burson, HS founded Synergy Communications in 2000, which became part of Hill & Knowlton in 2002. She previously served as President, Asia at Hill & Knowlton.

“It’s an honor to lead the Asia Pacific region as CEO,” HS remarked. “We have strong momentum across the business and will continue to turn it into results through disciplined focus and execution.

“As our clients navigate unprecedented complexity, we are using our comprehensive AI capabilities and our exceptional talent bench to help businesses make decisions with clarity so they can succeed today and in the future. With Asia-Pacific continuing to grow and shape the global economy, I’m excited to help our clients and teams seize the opportunities that lie ahead.”

Additionally, Adrian Warr, who had been leading South Asia Pacific for Burson, is leaving the region to return to the UK and will depart the business as of 30^th November 2025.

Corey said, “I’d like to extend my thanks to Adrian for his contributions to Burson during his time with us, for his leadership in driving our business in South Asia Pacific and his partnership with HS and our leadership team. I wish him the very best in his future endeavors.”