Burson appoints former Johnson & Johnson comms lead as CEO

Burson has appointed Gemma Hudson as CEO of Burson Group Australia and New Zealand, effective immediately.

Hudson will oversee the agency’s business across Sydney, Melbourne, Brisbane and Perth, including government relations firms Hawker Britton and Barton Deakin. Based in Sydney, she will report to Burson APAC CEO HS Chung.

Hudson joins from Johnson & Johnson, where she was director, communications and public affairs, AUNZ, overseeing internal and external communications, brand communication, public affairs and corporate reputation.

She brings more than two decades of communications experience to the role, with expertise across healthcare, brand and consumer, corporate and public affairs, and technology communications.

Before Johnson & Johnson, Hudson spent 11 years at WE Communications, including three years as executive vice president, APAC and EMEA, for its international health practice.

She also spent eight years building and leading WE Communications’ Australia and New Zealand business, including three years as CEO.

Chung said Australia and New Zealand are strategically important growth markets for Burson.

“We are thrilled to welcome Gemma to lead our AUNZ business as we accelerate our growth ambitions and continue to expand our offering," Chung said.

“Gemma brings a valuable client-side perspective and deep sector experience which will bolster our healthcare practice and elevate the unique ‘culture to cabinet’ positioning in AUNZ – supporting clients across consumer and brand, advocacy and influence, corporate affairs and government relations.”

Hudson said she was returning agency side at a significant time for the communications industry.

“Today's geopolitical environment has made it more important than ever for organisations to navigate culture, reputation and policy,” Hudson said.

“I'm delighted to be joining a business that brings together the capabilities to support clients across that full spectrum.”

Hudson said Burson’s data and technology capabilities would underpin its work in Australia.

“AUNZ is a dynamic market full of opportunity, and I am looking forward to unlocking that potential with an exceptional team,” she said.

“Burson’s enviable data and tech stack will underpin everything we build in Australia, helping us deliver smarter, more impactful solutions for clients as they navigate an increasingly complex communications landscape.”