Burson

Burson: Overview

Burson is the global leader in communications purpose-built to create value for clients through reputation. Founded originally as Burson-Marsteller on March 2, 1953, by Harold Burson and Bill Marsteller, the agency has evolved from a small five-employee operation into the world's largest public relations firm. The modern Burson was formed in 2024 when WPP merged its two largest communications agencies—BCW and Hill & Knowlton—creating a $1.27 billion revenue network.

What distinguishes Burson is their proprietary approach to reputation management, combining AI-driven intelligence with creative strategy to deliver transformative ideas that shape culture and drive business impact. The agency positions itself as a new type of partner that brings collective expertise and cut-through creativity to counsel clients across geographies, stakeholders, and sectors.

The agency's pioneering work includes the launch of Reputation Capital in June 2025—a first-of-its-kind AI-powered technology platform that quantifies reputation as a business asset and connects reputation drivers directly to financial outcomes. This platform processes continuous streams of data from proprietary, digital, and social sources in real time, tracking eight core levers of reputation including social responsibility, innovation, and leadership. Research using the platform has shown that reputation shifts in the technology sector contributed an average of 0.97% in additional weekly returns, translating to billions in shareholder value.

Burson's legacy is rooted in Harold Burson's founding principles of honesty, transparency, integrity, and excellence. The agency has handled landmark crisis communications assignments and maintains long-standing relationships with global corporations. Burson was awarded EMEA Digital Agency of the Year 2024 by PRovoke Media and named a Top Inspiring Workplace in Europe for 2025 and 2024.

What Services Does Burson Provide?

Burson delivers integrated communications services across multiple specialized practice areas:

Consumer & Brand

• Brand positioning and strategy
• Consumer engagement campaigns
• Product launches
• Reputation management
• Viral content and cultural relevance strategies

Corporate & Public Affairs

• Corporate communications
• Executive positioning
• Government relations
• Public policy advocacy
• Stakeholder engagement
• Crisis communications

Creative & Content

• Campaign creative development
• Content strategy and production
• Digital storytelling
• Video and multimedia production
• Social media content

Intelligence & Innovation

• AI-driven insights and analytics
• Real-time reputation monitoring
• Competitive intelligence
• Predictive modeling
• Data analysis and reporting

Advisory

• Strategic counsel
• Reputation capital assessment
• Business transformation consulting
• Leadership advisory
• ESG and sustainability communications

Sports & Entertainment

• Sports marketing and communications
• Event amplification
• Athlete and talent partnerships
• Fan engagement strategies
• Entertainment brand partnerships

What Industries Does Burson Serve?

Burson has developed specialized expertise across diverse sectors:

Technology & Innovation

• Software and SaaS
• Consumer electronics
• Telecommunications
• Digital platforms

Consumer Goods & Retail

• Food and beverage
• Fashion and beauty
• Home and lifestyle products
• Candy and confectionery

Sports & Entertainment

• Professional sports organizations
• Entertainment brands
• Cultural events
• Sports marketing

Healthcare & Pharmaceuticals

• Pharmaceutical companies
• Healthcare providers
• Medical devices
• Health technology

Financial Services

• Banking
• Investment services
• Financial technology

Manufacturing & Industrial

• Automotive
• Chemical companies
• Industrial products
• Outdoor power equipment

Corporate & B2B

• Professional services
• Business-to-business communications
• Corporate reputation management

The agency is particularly renowned for its work in sports and entertainment, consumer brands, and technology sectors, with specialized teams dedicated to these high-growth areas.

What Brands Has Burson Helped?

Burson has partnered with an impressive roster of global brands across multiple industries:

Sports & Entertainment

• New York City FC
• TEDSports Indianapolis
• Cirque du Soleil
• National Basketball Association
• Li Ning (30-year relationship)
• adidas (30-year partnership)
• Star Sports
• Sports18

Consumer Goods

• BUBS (Swedish candy brand, U.S. agency of record)
• Orkla Snacks
• Coca-Cola
• Colgate-Palmolive
• Procter and Gamble
• Unilever

Technology & Industrial

• Huawei
• Husqvarna Group
• General Electric
• Philips

Automotive & Transportation

• General Motors
• Rockwell Manufacturing

Healthcare & Pharmaceuticals

• GlaxoSmithKline
• Dow Corning

Financial Services

• Merrill Lynch
• British Gas

Other Major Corporations

• DuPont
• Monsanto
• Union Carbide
• Pan Am Airways

Notable Campaign Highlights:

• BUBS U.S. Launch: Named U.S. agency of record in August 2025 for the viral Swedish candy brand following competitive pitch, supporting brand expansion after inclusion on TIME100 Most Influential Companies 2025 list
• Cirque du Soleil KOOZA Hong Kong Return: Amplified the return of KOOZA to Hong Kong after seven-year absence, generating significant regional media attention across Asia-Pacific
• New York City FC Brand Campaign: Selected as creative and earned media agency partner to support club's integrated brand campaign
• General Motors Crisis Response: Historic work representing GM as sole PR counsel following the Ralph Nader Corvair safety controversy in 1970, which significantly elevated the agency's credibility
• Olympic Games: Maintained active, long-standing role representing the Olympic Games and corporate sponsors across multiple cycles

Key Differentiators

• Reputation Capital Platform: First-of-its-kind AI-powered technology that quantifies reputation as a business asset and links it directly to financial outcomes, integrating proprietary Decipher cognitive AI tool developed with Limbik
• Largest Global PR Network: World's largest public relations firm with 6,000+ employees across 40+ markets following 2024 BCW-Hill & Knowlton merger
• AI-Driven Intelligence: Proprietary Innovation Portfolio including Reputation Capital, Sonar, Creators, Specialists, and the Fount Suite for data-driven decision-making
• Historic Legacy: 70+ years of excellence rooted in Harold Burson's founding principles of honesty, transparency, integrity, and excellence
• Specialized Expertise: Dedicated practice areas across Consumer & Brand, Corporate & Public Affairs, Creative & Content, Intelligence & Innovation, and Advisory
• Sports & Entertainment Strength: Decade-long track record in sports and entertainment with partnerships spanning Formula 1, FIFA World Cup, NBA, and major cultural events
• Real-Time Monitoring: Continuous data processing from proprietary, digital, and social sources tracking eight core levers of reputation
• Financial Impact Validation: Platform demonstrates measurable correlation between reputation shifts and shareholder value, with research showing 0.97% average additional weekly returns in tech sector

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