WPP's global communications network Burson has appointed Gemma Hudson as Chief Executive Officer for Australia and New Zealand, strengthening its leadership team as it looks to accelerate growth across the region, according to media reports.
Hudson succeeds Tom Horn, who left the business in April to take up an in-house crisis communications role at cyber legal and advisory firm Atmos. During the transition, Burson's Australia and New Zealand operations were led by deputy CEO Jessie Gogan.
Brings client-side experience
Hudson joins Burson from Johnson & Johnson, where she served as Director of Communications and Public Affairs for Australia and New Zealand from February 2025 until April.
In the role, she led the company's internal and external communications strategy, overseeing brand communications, corporate reputation and public affairs.
She brings more than two decades of communications experience spanning healthcare, corporate affairs, brand and consumer communications, public affairs and technology.
Agency leadership
Before joining Johnson & Johnson, Hudson spent 11 years at WE Communications. She served as Executive Vice President for APAC and EMEA, leading the agency's International Health practice.
Earlier, she spent eight years building and leading WE Communications' Australia and New Zealand business, including three years as Chief Executive Officer.
Based in Sydney, Hudson will oversee Burson's operations across Sydney, Melbourne, Brisbane and Perth, including its specialist government relations firms Hawker Britton and Barton Deakin. She will report to HS Chung, Burson's APAC CEO.
Growth ambitions
HS Chung said Australia and New Zealand remain strategically important markets for the agency's regional growth plans.
"Australia and New Zealand are strategically important growth markets for Burson, rich with expertise and scaling potential," he said.
"We are thrilled to welcome Gemma to lead our AUNZ business as we accelerate our growth ambitions and continue to expand our offering. 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."
Industry landscape
Hudson said she was looking forward to returning to agency life at a time when organisations face increasingly complex communications challenges.
"I’m excited to be returning to the agency side and joining Burson at such a significant time for the communications industry," she said.
"Today’s geopolitical environment has made it more important than ever for organizations to navigate culture, reputation and policy. I’m delighted to be joining a business that brings together the capabilities to support clients across that full spectrum."
Hudson's appointment comes as Burson continues to expand its capabilities across Australia and New Zealand, with the region identified as a key market in the agency's long-term growth strategy.