Burson

Burson, headquartered in New York, United States, stands as the world's largest public relations firm following its 2024 merger of BCW and Hill & Knowlton. With roots in Burson-Marsteller, founded in 1953, the agency operates as part of the WPP network and generates $1.27 billion in annual revenue. Burson's scale and heritage make it a dominant force in the global communications landscape, serving over half of the Fortune 100.

Specialist Expertise in Reputation Management

Burson's core strength lies in managing reputation across complex, high-stakes environments. The agency specializes in helping organizations navigate crises, build trust with stakeholders, and protect their brand equity. This expertise is particularly relevant for clients in regulated industries like healthcare, energy, and financial services, where public perception can shift rapidly. Burson combines decades of experience in corporate and public affairs with modern data-driven insights to anticipate risks and craft narratives that resonate. The agency’s approach emphasizes the interplay between a company's actions, communications, social narratives, and stakeholder beliefs, making it a trusted advisor for organizations facing scrutiny.

How Burson Applies Its Expertise

Burson applies its reputation management know-how through a blend of strategic advisory, creative content, and research. The agency uses artificial intelligence and data analytics to track sentiment, identify emerging issues, and measure the impact of communications. For example, Burson might help a technology client navigate a product recall by coordinating messaging across media, investors, and regulators, or assist a sports brand in leveraging a sponsorship to enhance its social impact. The agency also collaborates with other WPP agencies to offer integrated solutions, from advertising to digital marketing, ensuring clients have a cohesive strategy across all touchpoints. Burson’s focus on "promotion and protection" means it works to both build a positive reputation and defend it when challenges arise.

Services Offered

• Corporate and public affairs advisory
• Crisis and reputation management
• Consumer and brand strategy
• Creative content development
• Data-driven research and analytics
• Media relations and storytelling
• Digital and social media strategy
• Employee and internal communications
• Influencer and stakeholder engagement
• Thought leadership and executive positioning

While Burson's client list is not publicly exhaustive, the agency’s work with over half of the Fortune 100 companies indicates it serves a broad range of sectors, including healthcare, technology, energy, financial services, and sports & entertainment. This makes Burson a strong fit for large, multinational organizations that need a partner capable of handling complex, global communications challenges. Its size and resources are particularly well-suited for companies undergoing significant change, such as mergers, regulatory shifts, or public controversies. Smaller firms or those with niche needs may find Burson’s scale best leveraged for major campaigns or crisis situations rather than day-to-day support. Ultimately, Burson’s position as the largest PR firm in the United States and globally makes it a go-to agency for organizations that prioritize reputation as a strategic asset.