Burson names new China CEO

Burson has appointed Maggie Lu (pictured) as China CEO, effective immediately. She reports to HS Chung, North APAC CEO of Burson.

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Based in Shanghai, Lu will oversee the agency’s business across Beijing, Shanghai, Guangzhou and Shenzhen, responsible for client satisfaction, agency growth and talent management.

Lu brings nearly 26 years of experience to the role, the last 20 of which have been with Burson China, part of WPP China. Most recently, she served as managing director at Burson Shanghai. Lu began her career at Hill & Knowlton, which is now known as Burson following the merger with BCW. She started as a senior account executive and progressed through various senior leadership positions, including senior vice president, deputy general manager, and deputy managing director.

According to the release, Lu has counseled clients across nearly every major industry, including automotive, energy and industrials to food and beverage (F&B), lifestyle and fashion, sports and entertainment, as well as travel and hospitality. Earlier in her career, Lu spent nearly six years as a journalist with China Daily. 

“Lu has an exceptional understanding of the intricacies of the Chinese mainland market, having served in leadership roles in our business for many years. I know she will be adept at guiding our clients through today’s complex operating environment and in building our business in this critical commercial and geopolitical region,” Chung said. 

“With Lu as CEO of Burson China and Simeon Mellalieu in his role as CEO of Burson Hong Kong, we have two leaders with the depth of knowledge and market-specific expertise to help our clients build their reputations and businesses and achieve their commercial ambitions,” Chung added. 

“I’m honoured to accept the role as CEO of Burson China during this critical juncture. We will continue to make sure our clients and future clients benefit from the expertise, counsel and forward-looking guidance that are hallmarks of the Burson offer,” Lu said.  

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Recently, Burson has unveiled a proprietary AI-powered platform that aims to redefine how brands measure, manage and monetise its reputation in real-time.

Dubbed "Reputation capital", the new solution is the latest addition to Burson’s innovation portfolio, designed to help brands connect reputational signals with tangible business outcomes from stock price movements to purchase intent.

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