Burson

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 the UK, 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 and named as Data Professional of the Year, and continues to lead AI innovation from London.

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 as far reaching as finance to consumer goods, healthcare to automotive, technology to tourism. Key UK wins last year included Nomad Foods, Husqvarna, and Whole Foods Market UK, who joined a client roster that includes Coca-Cola, Gilette, Uniper, Takeda, LG, Russell Reynolds Associates, and Activision.

A creative innovation powerhouse, Burson won more than 50 awards in 2024 that recognised its outstanding campaigns and world-class talent, notably for work including Waiting to Live for the NHS Blood & Organ Transplant Unit, COP16 and Carlsberg.

The backdrop to all of its creative, strategic and innovation work was co-creating a new Burson culture 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