Burson
Detailed Description
Burson is WPP’s new flagship communications agency, created in July 2024 by combining Burson Cohn & Wolfe and Hill + Knowlton. With 6,000 specialists in more than 80 markets, it positions itself as “the global leader in communications purpose-built to create value through reputation,” offering integrated corporate, brand, public-affairs and creative services powered by advanced data-and-AI tool-sets.
Key Features
Reputation Advisory & Corporate Affairs – Counsel on corporate positioning, CEO visibility, crisis, ESG and financial communications.
Brand & Creative Studio – End-to-end brand storytelling, content and integrated campaigns delivered by multidisciplinary creative teams.
Public Affairs & Geopolitical Risk – Policy analysis, stakeholder mapping and advocacy programs across global capitals.
Integrated PESO Activation – Cross-channel media, influencer and social programs amplified via precision paid targeting.
Data, Analytics & AI Suite – Five proprietary tools (e.g., Decipher, Sonar) for real-time audience insights, social listening and measurement.
Sector-Specialist Practices – Dedicated global teams for health, technology, consumer, finance, energy and government clients.
Award-Winning Campaign Craft – More than 50 major industry awards in 2024 alone, including multiple Global SABRE trophies.
Pros and Cons
Pros ✅
Enterprise-scale delivery with 6,000 staff in 80 + countries.
Integrated corporate, brand, public-affairs and creative capabilities under one P&L.
Heavy investment in analytics and AI for faster insight and optimization.
Deep C-suite access and crisis bench strength built over decades.
Large proprietary media and stakeholder databases for global reach.
Recognized creative excellence (50 + awards in 2024).
Specialist teams for highly regulated sectors (health, finance, energy).
WPP network synergies for paid media, research and production at scale.
Global leadership with technology-industry pedigree.
Hybrid remote/on-site teams in key hubs worldwide.
Cons ❌
Minimum monthly retainer typically $30 k–$50 k; one-off projects rarely accepted below $250 k.
Hourly consulting rates of $300 + place Burson at the top end of the market.
Complex global structure can slow approvals and add layers of management.
Limited transparency on individual influencer or media-buy costs within integrated programs.
Employee-review sites cite work-life-balance challenges and high utilisation targets.
Boutique or early-stage brands may find services oversized for their needs.
Post-merger integration still bedding in; processes can vary across legacy offices.
Pricing Information
Burson does not publish public rate cards; the figures below reflect 2025 client RFP disclosures and industry benchmarks for global firms.
Service LevelTypical InvestmentNotesCore Global Retainer$30 k – $75 k per monthMulti-market programmes spanning several disciplinesSingle-Region Retainer$20 k – $35 k per monthE.g., North America onlyProject EngagementFrom $250 k total feesCrisis war-room, major launches, IPO commsHourly Advisory$350 – $500 senior partner / $220 – $280 blendedSpecialist counsel, ad-hoc supportMeasurement & Analytics Add-OnsFrom $25 k per studyCustom dashboards, reputation index research
User Feedback
Glassdoor (legacy Hill + Knowlton): 3.6 / 5 – praised for global client exposure and training; long hours cited.
Indeed (legacy BCW): 3.7 / 5 – good learning environment, hierarchical culture.
G2 (Burson-Marsteller listing): 4.2 / 5 – responsive teams and strong strategic counsel.
Reddit r/PublicRelations: Mixed sentiment – great résumé booster, but high agency-life intensity.
Awards: 50 + major industry wins in 2024, including Global Agency of the Year short-lists.
Summary
Burson is built for large organizations that treat reputation as a strategic asset and need integrated corporate, brand and public-affairs firepower across continents. By fusing BCW’s earned-media depth with Hill + Knowlton’s policy pedigree—and layering in robust AI-driven analytics—the agency offers premium, measurable programs ideal for Fortune 500s, multinationals facing geopolitical complexity and heavily regulated sectors. High retainers, layered processes and post-merger growing pains mean leaner brands or tactical projects may be better served elsewhere.
FAQs
What is Burson’s minimum engagement size?
For full retainers, budgets below $30 k per month are generally redirected to partner firms. One-off crisis or launch projects typically start around $250 k.
Which industries does Burson serve most?
Health & wellness, technology, consumer, finance, energy & utilities and government/public sector—each supported by global practice leads and specialist teams.
How does the agency measure success?
A proprietary Innovation Portfolio links media outputs to reputation lift, stakeholder sentiment and business outcomes such as share-of-voice, brand equity, policy impact and sales uplift, reported in real time via bespoke dashboards.
Does Burson guarantee media coverage?
No. The firm works on best-effort earned media but mitigates risk with paid-amplification budgets and a global newsroom model for rigorous editorial planning.
Where are Burson’s main hubs?
Global headquarters is at 3 World Trade Center, New York, with major hubs in London, Washington DC, Singapore, São Paulo, Dubai and Shanghai.
