NEW YORK — Matt Reid has been named US CEO of Burson Buchanan as part of a broader strategy to expand the firm's financial markets specialty across the region.

Based in Washington, D.C., Reid is tasked with driving Burson Buchanan's growth across the U.S., leveraging his extensive expertise in financial and corporate communications, public affairs, and crisis management. WPP put UK financial services firm Buchanan Communications under the Burson umbrella in April.

Reid brings three decades of experience to his new role. Most recently, he served as Managing Director and Head of the Los Angeles office for H/Advisors Abernathy, where he led the firm’s cybersecurity and litigation communications practices. He also played a pivotal role in its capital markets initiatives and global public affairs efforts.

Earlier in his career, Reid was Managing Director and co-head of Sard Verbinnen & Co.’s Los Angeles office, where he oversaw high-profile transactions, activist defense, executive transitions, and crises for clients across the technology, life sciences, and education sectors. He has also held senior roles at leading communications agencies, including WE Communications, FleishmanHillard, and GCI Group.

“Businesses are facing pressures from all quarters—both internal and external—that can create high-stakes threats, imperil reputation, and undermine financial confidence,” said Burson Global CEO Corey duBrowa. “Matt brings a successful career in advising clients through myriad complexities, opportunities, and strategic scenarios to protect and build reputation and optimize valuation. I benefited from his steady hand and wise counsel during my time as a client and as a colleague at WE Communications, and I know his considerable expertise will be a tremendous asset as we build Burson Buchanan in the United States.”