Regional remit widens after Burson Asia Pacific CEO appointment

Burson Asia Pacific CEO appointment sees HS Chung expand her role beyond North Asia, leading markets from China and Japan to India, Australia and Southeast Asia.

Burson has announced a Burson Asia Pacific CEO appointment that expands HS Chung responsibilities from North Asia to the agency full regional network. Effective 1 December 2025, she will oversee operations across China, Hong Kong, Japan and Korea, as well as Australia, New Zealand, India, Indonesia, Malaysia, Singapore and Thailand, while continuing to be based in Seoul.

The promotion extends Chung current North Asia remit to the entire Asia Pacific region, reflecting the firm confidence in her track record and regional insight. As chief executive for Asia Pacific, she will be responsible for driving growth, integrating capabilities and supporting cross market collaboration across a mix of mature and fast growing economies.

Corey duBrowa, global chief executive at Burson, described Chung as a leader with a rare combination of skills. He called her a trusted advisor to chief executives and senior leaders, a business builder, a strong advocate for talent and an operational specialist. He added that her deep understanding of cultural nuances within and between markets will be central to delivering consistent results for clients while building on the firm existing regional foundation.

Chung has advised senior leadership teams across multinational companies in sectors such as food and beverage, electronics, personal care, automotive and healthcare. Her work includes specialised programmes for the Korean government and major national projects, including assignments connected to the Olympics.

In 2000 she founded Synergy Communications, which was later absorbed into Hill and Knowlton. She went on to serve as president for Asia at that firm before joining Burson, giving her long experience in both entrepreneurship and regional network management. That background has shaped her approach to client counsel, business building and organisational culture.

“It is an honour to lead the Asia Pacific region as chief executive,” Chung said. She noted that the business already has strong momentum and that her focus will be on converting that momentum into results through disciplined focus and execution.

Chung pointed out that clients are operating in an environment of unprecedented complexity. She said the firm is using comprehensive artificial intelligence capabilities and a strong talent bench to help businesses make clearer decisions so they can succeed both now and in the future. With Asia Pacific continuing to grow and play a larger role in the global economy, she expressed excitement about helping clients and teams seize the opportunities ahead.

The agency also confirmed that Adrian Warr, who led South Asia Pacific, will leave the business on 30 November 2025 as he relocates to the United Kingdom. DuBrowa thanked him for his contribution to the region and his partnership with Chung and the wider leadership team.

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