Burson appoints HS Chung as CEO for Asia-Pacific

Burson has announced the appointment of HS Chung as CEO, Asia-Pacific, effective 1 December 2025. Chung, previously responsible for North Asia-Pacific operations across China, Hong Kong, Japan and Korea, will now oversee the agency’s business in Australia and New Zealand, India, Indonesia, Malaysia, Singapore and Thailand. She will continue to be based in Seoul.

Corey duBrowa, global CEO of Burson, said Chung brings a combination of advisory experience, operational capability and cultural fluency suited to leading the region. He noted that her reputation as a trusted advisor to CEOs and C-suites, along with her focus on talent and business growth, positions the agency to strengthen its footprint and deliver consistent value for clients.

Chung has advised leadership teams across multinational companies in sectors including food and beverage, electronics, personal care, automotive and healthcare. She also leads specialised service offerings for the Korean government and has contributed to several government-led projects, including the Olympics. Chung founded Synergy Communications in 2000, which joined Hill & Knowlton in 2002; she later served as president, Asia, for Hill & Knowlton before joining Burson.

Commenting on her new role, Chung said she plans to build on existing momentum through focused execution. She highlighted the role of the agency’s AI capabilities and its talent network in supporting clients navigating complex environments. She added that with Asia-Pacific continuing to influence global economic dynamics, her priority is to help clients and teams capture emerging opportunities.

The agency also confirmed that Adrian Warr, who led South Asia-Pacific, will leave the business on 30 November 2025 as he returns to the United Kingdom. DuBrowa acknowledged Warr’s contributions and leadership across the region and extended his best wishes.