Burson Appoints Gemma Hudson as CEO for Australia and New Zealand

Burson has announced the appointment of Gemma Hudson as Chief Executive Officer for Australia and New Zealand (ANZ), strengthening its regional leadership as the global communications firm continues to expand its presence and capabilities across the market.

Hudson joins Burson from Johnson & Johnson, where she most recently served as Director of Communications & Public Affairs for Australia and New Zealand. In that role, she led the company’s internal and external communications strategy, overseeing brand communications, corporate reputation and public affairs initiatives.

Leading Burson’s Growth Across ANZ

As Chief Executive Officer, Hudson will lead Burson’s Australia and New Zealand operations, driving business growth, strengthening client relationships and expanding the agency’s integrated communications offering across the region.

Her appointment reflects Burson’s continued investment in high-growth markets and its ambition to enhance its capabilities across corporate communications, public affairs, consumer marketing and government relations.

More Than Two Decades of Communications Experience

Hudson brings over 20 years of experience across communications, corporate affairs and public relations.

Throughout her career, she has developed deep expertise across:

• Healthcare communications
• Brand and consumer communications
• Corporate affairs
• Public affairs
• Technology communications

Her experience spans both agency and in-house leadership, giving her extensive insight into helping organisations navigate complex communications challenges.

Strong Agency and Corporate Background

Before joining Johnson & Johnson, Hudson spent 11 years at WE Communications, where she held several senior leadership roles.

She served as Executive Vice President for the International Health Practice across the Asia-Pacific (APAC) and Europe, Middle East and Africa (EMEA) regions for three years.

Earlier, she led the firm’s Australia and New Zealand business for eight years, including serving as Chief Executive Officer during the final three years of her tenure.

During this time, she built and managed multidisciplinary teams while delivering integrated communications programmes for leading global brands.

Leadership Perspective

Commenting on the appointment, HS Chung, APAC CEO of Burson, described Australia and New Zealand as strategically important growth markets for the company.

He said Hudson’s combination of agency leadership and client-side experience, together with her expertise in healthcare and corporate communications, would strengthen Burson’s regional capabilities while supporting clients across brand communications, advocacy, corporate affairs and government relations.

Returning to Agency Leadership

Speaking about her appointment, Hudson said she is excited to return to the agency environment during a period of significant change for the communications industry.

She noted that today’s geopolitical and business environment requires organisations to effectively navigate culture, reputation and public policy, making integrated communications capabilities more important than ever.

Hudson also highlighted the opportunities within the Australia and New Zealand market, adding that Burson’s technology, data capabilities and talented teams will help deliver smarter, more impactful communications solutions for clients.

Focus on Integrated Communications

Throughout her career, Hudson has successfully led multidisciplinary teams and developed integrated communications programmes that combine corporate storytelling, reputation management, stakeholder engagement and strategic advisory.

Her appointment reinforces Burson’s commitment to delivering data-driven communications strategies that help organisations build trust, strengthen reputation and drive business growth.

The Bigger Industry Shift

Hudson’s appointment reflects several trends shaping the global communications industry:

• Growing investment in regional leadership
• Increased demand for integrated communications
• Greater focus on corporate reputation management
• Expansion of healthcare communications expertise
• Stronger use of data and technology in communications strategy

As organisations navigate increasingly complex stakeholder expectations, communications firms are strengthening leadership with executives who combine agency expertise with in-house corporate experience.

The Bottom Line

Gemma Hudson’s appointment as Chief Executive Officer for Australia and New Zealand marks an important step in Burson’s regional growth strategy.

With more than two decades of experience across agency leadership, corporate communications and public affairs, Hudson is well positioned to lead Burson’s next phase of growth while helping clients navigate an evolving communications landscape.