Burson

15 offices across Europe

While most agencies kicked off 2024 preparing for an uncertain and challenging economic backdrop, Burson started the year with the additional task of executing the largest merger in industry history with the union of BCW and Hill & Knowlton. Through it all, 2024 was a year of positive transformation for Burson in Europe, balancing a relentless focus on client-centricity and innovation with the critical task of establishing a new brand and culture.

Having been named as PRovoke Media’s Best Digital Agency in EMEA for 2024, Burson ramped up its focus on innovation through an Innovation Portfolio that expanded existing offerings like Decipher and Sonar. Across EMEA, more than 400 creative transformation, digital data and intelligence and AI experts use the Portfolio’s five suites of advanced tools that serve the full continuum of client needs. Allison Spray, chief data and intelligence officer for Burson EMEA, was named to PRovoke’s Innovator 25 ranking in EMEA and named as Data Professional of the Year, and continues to lead the firm’s global AI innovation.

By mid-year, the agency had unveiled its new brand and brand promise to its clients, employees and the industry, setting the stage for key new client wins from sectors from finance to consumer goods, healthcare to automotive, technology to tourism, with a 64% pitch win rate in Europe. Practice leaders and country leads across Europe have been appointed, and despite a challenging external environment and the ongoing merger process, Burson deepened long-standing relationships and expanded its multi-market work for a number of clients. Key European wins last year included Levi Strauss & Co., Emirates, Burger King and Hortifrut, who joined a roster that includes SharkNinja, Moeve, and the Agency of Urban Environment for the City of Oslo.

The backdrop to all of its work was co-creating a new Burson culture across Europe to unite its people and give them a sense of pride. The agency created ‘Vibe’ groups based on interests, so employees can connect with each other on a human level, prioritised a rich learning and development programme, and introduced its new values: craft, curiosity, camaraderie, and counsel. In the latest employee survey, 80% said they believe Burson has an inclusive work environment.

With 2025 setting up to be one of the most complex and tumultuous years to date, Burson has also doubled down on thought leadership, setting its clients up strong with key webinars focused on navigating the new US administration and ever-evolving technology trends.—MPS