Rhiannon Hornsey has joined global energy company, Santos as Chief of Staff. She was in the finance sector at Challenger for more than four years, most recently as Chief of Staff, responsible for leading its corporate affairs, sustainability and ESG functions. 

Rhiannon holds in-house experience within the insurance and banking sector, as well as agency-side at Weber Shandwick. 

Elena Woods has started as Head of Marketing at Karmo, an innovator in the car subscription space, where she will be supporting their growth story and driving brand awareness. She has wrapped up more than eight years at Renault Australia, most recently as National Marketing Manager, where she was responsible for the strategic planning, preparation and execution of marketing campaigns for both Renault and Alpine brands. Prior to this, Elena worked in Renault in France and the UK. 

Burson has introduced a proprietary AI formula for reputation management in the Chinese market. Paired with strategic communications, the formula aims to provide reputation metrics and intelligence, risk detection and simulations, and quantified reputation values and measurements. 

"Reputation has always been an organization’s most valuable asset," said HS Chung, Burson’s North APAC CEO. "As reputational risk and business growth become increasingly intertwined, communications must evolve. The true test of PR lies in driving measurable business outcomes and our AI-powered PR formula is built to do just that – turn reputation into currency."

Designed to address the challenges in the Chinese digital landscape, the solution is being rolled out to Burson China's clients across key industry sectors. It is built upon the agency's global Innovation Portfolio and includes six core components:

• Reputation Capital Platform for quantifying reputation for commercial outcomes 
• Decipher Predictive Intelligence Platform for messaging impact forecast
• Flight School Crisis Simulation Platform for crisis training and testing 
• Sonar Social Intelligence Platform for risk detection in narratives in various media formats
• The Fount Platform as an aggregated data analysis and reporting ecosystem
• GEO for AI optimisation across search platforms and conversational interfaces

“We’re redefining the role of communications from storytellers to strategic value creators," commented Maggie Lu, CEO, Burson China. "Our AI-powered PR formula defines our approach – delivering tangible business results through intelligence-led, evidence-based strategies."

Matthew Tang, Chief Strategy Officer for Burson China, who also helms the agency’s tech transformation in the market, said, "The future of public relations lies in balancing art and science. Our AI-powered PR formula provides the framework for this evolution, combining creativity with precision, measurability and strategic impact to meet the demands of modern business. This is more than an upgrade to existing practices – it is a redefinition of what’s possible in reputation management."