June 14, 2024, marked a significant milestone with the official launch of Burson, the global communications leader committed to creating value for clients by leveraging reputation to drive innovation, growth, and leadership. Burson’s new brand identity and client offerings, unveiled today, underscore the firm’s adeptness at devising creative and compelling solutions to build reputational capital. “Businesses and organizations are navigating a landscape filled with complexity and uncertainty, marked by rapid technological advancements, economic volatility, a surge in activism, and socio-political turbulence,” remarked Corey duBrowa, Global CEO of Burson. “A robust reputation, built on tangible actions, communicated clearly and creatively, and managed effectively among stakeholders, enables our clients to achieve success. Reputation remains a company’s greatest asset, enhancing perception, performance, preference, valuation, and return on investment.”
Burson has revolutionized its visual identity and value proposition across global platforms, emphasizing its modern approach to redefining how reputation is constructed and safeguarded in today’s fast-paced world. To breathe life into this new positioning, Burson has launched an array of products and programs aimed at empowering its counselors and creators to address client challenges across various sectors and markets. The new visual identity, drawing inspiration from the illuminating power of light to uncover insights and opportunities, reaffirms Burson’s dedication to counseling clients with bold creativity and strategic advisory solutions.
Relentless Innovators
Burson is introducing a pioneering framework and consulting methodology designed to evaluate and actively manage “reputation capital” across four critical pillars: company actions, communications, social narratives, and stakeholder beliefs. Central to this approach is the Burson Innovation Portfolio, comprising AI-powered tools that, when combined with human intelligence, deliver faster, more accurate insights, precision audience targeting, and culturally relevant creativity. These solutions, fundamental components of WPP’s AI-powered marketing operating system, WPP Open, encompass five comprehensive suites serving a spectrum of client needs:
- The Sonar Suite: Anticipates and assesses risk through social narrative intelligence.
- The Decipher Suite: Predicts the impact of proactive and defensive communications, global and regional themes, and emerging cultural trends.
- The Creators’ Suite: Produces audience-specific content at scale by identifying both the supply and demand for information online, as well as white spaces in narratives.
- The Specialists’ Suite: Tailors Burson’s AI tools to specific industry sectors.
- The Fount Suite: Aggregates data across a campaign’s lifecycle to measure and optimize performance.
“In today’s intricate operating environment, business leaders are transforming pervasive risks into opportunities for innovation and value creation,” remarked AnnaMaria DeSalva, Global Chairman of Burson. “The Burson Innovation Portfolio exemplifies our commitment to merging artificial and human intelligence in ways that empower our clients to succeed at the intersection of risk, creativity, and reinvention. Leading companies are already leveraging these solutions to build and protect their reputations in highly consequential situations. We are dedicated to ensuring that Burson serves as a growth engine for our clients and employees, facilitating the transformations that our world urgently needs.”
Experts at Scale
Burson’s proprietary approach to reputation management extends across the Burson Group, a streamlined suite of agencies with a strong presence in today’s most transformational industries, anchored by the flagship full-service Burson brand. The group includes:
- Axicom: The global communications agency focusing on tech brands and brands with a tech story.
- Burson Buchanan: Formerly Buchanan Communications, now rebranded as the financial communications and capital markets advisory firm.
- GCI Health: A full-service global healthcare agency inspired by people.
- Hill & Knowlton: A full-service global firm providing strategic communication, marketing, and corporate affairs solutions to drive business and brand transformation.
“A unique differentiator of Burson Group is the significant number of former chief communications officers and senior client advisers in our ranks, bringing hands-on experience in managing the issues and opportunities our clients face daily,” noted duBrowa. “Both AnnaMaria and I have had extensive in-house careers, and we understand the immense value this perspective brings. Our team of seasoned counselors, equipped with industry-leading AI-first technologies and unmatched creative firepower, sets us apart in the marketplace.”
Lifelong Learners
Burson is also launching a comprehensive learning academy dedicated to client leadership and skills development, ensuring teams are well-prepared to counsel clients today and in the future using a consistent global “one Burson” approach.
“Burson individuals, past, present, and future, are recognized for being high achievers who are never satisfied with the status quo, perpetually curious, and always striving for improvement,” duBrowa commented. “We are thrilled to introduce The Burson Academy for the next generation of agency leaders and to continue our tradition of rigorous professional development.”
The Burson Academy’s curriculum is designed around four pillars: Leadership for career navigation, management, and leadership growth; Client Excellence for building strong consultative client relationships; the Craft of reputation management focusing on writing, media relations, issues management, and creativity; and AI/Innovation for development in data & analytics, AI, the Burson Innovation Portfolio, and new ways of working.
This is an impressive move by Burson! Leveraging AI to navigate complex business landscapes can be a game changer.
I agree, Jane. AI can provide insights that we humans might overlook. It’s about time companies recognized its value.
But isn’t there a risk of over-relying on AI? Human judgment is still crucial in these situations.
Absolutely, Sophia. A balanced approach combining AI and human intelligence is ideal. That’s what Burson seems to aim for.
On the contrary, AI might strip away the human touch in business interactions, making communications feel robotic and impersonal.
The new visual identity sounds flashy, but how does it really add value? Seems like just another marketing gimmick to me.
It’s not just about the visuals. The rebranding reflects a deeper strategic shift in how they provide value to clients.
Maybe, but I’ve seen too many ‘strategic shifts’ that don’t actually do much. I’ll believe it when I see results.
I get your skepticism, Grower134. But companies need to evolve to stay relevant. Sometimes, that involves rebranding.
Spot on, Grower. Companies often rebrand just for the sake of staying in the news.
Burson’s new AI tools sound promising, especially for predictive communications. This can really help businesses stay ahead of trends.
Predictive tools are great, but they need to be accurate. Otherwise, you’re just making blind guesses.
True, Matt. But if the tools are as advanced as they claim, they should provide valuable insights.
AI in communications is a double-edged sword. It could either elevate brands or lead to disastrous missteps if misused.
Creating ‘reputation capital’ through AI sounds like a dystopian nightmare. What happened to genuine human connections?
Andy, it’s not that sinister. Reputation management has always been about strategy, and AI is just the latest tool to optimize it.
Maybe, but if everything is managed by AI, where does authenticity fit in?
AI can handle data and provide insights, while humans ensure authenticity. It’s about augmenting human capabilities, not replacing them.
I’m with Andy. Too much technology in human interactions can feel very cold and calculated.
The learning academy is a fantastic initiative. Continuous professional development is essential in this fast-paced world.
Burson’s AI suites sound like they’re innovating for the sake of it. How many businesses actually need these advanced tools?
Plenty, actually. With the speed at which information spreads today, having advanced tools to manage reputation is critical.
I guess, but let’s see if they’re as effective as they claim. Only real-world application will prove their worth.
Fair point. Time will tell how successful Burson’s new approach is.
Why do businesses always jump on the AI bandwagon? Not every problem has a tech solution.
Because technology can significantly improve efficiency and decision-making. It’s not about jumping on a bandwagon; it’s evolution.
Fair enough. I just hope they remember that not everything can be solved with an algorithm.
Burson’s comprehensive approach to reputation management sets them apart. Combining AI with human expertise is the way forward.
We’ll see if their clients actually experience any real benefit from all these changes. Talk is cheap.
I’m curious about the AI tools tailored to specific industries. This could be a huge advantage for specialized sectors.
I worry about the privacy implications of all this data aggregation. How are they protecting client information?
Good point, Sophia. Data privacy should be a top concern, especially with all the recent breaches we’ve seen.
It’s about time someone took a holistic approach to reputation management. Burson appears to be on the right track.
Isn’t anyone concerned about job displacement with all these AI tools? What happens to the employees?