Burson elevates HS Chung to lead APAC region

Burson, the global communications agency purpose-built to create value for clients through reputation, has appointed HS Chung as CEO, Asia-Pacific. Chung, who has been leading the agency’s North Asia-Pacific operations across China, Hong Kong, Japan and Korea, will now oversee the full region, including Australia & New Zealand, India, Indonesia, Malaysia, Singapore and Thailand. She will continue to be based in Seoul. The appointment is effective December 1, 2025.

“HS has a combination of superpowers that make her very well-suited to lead the entire region,” said Corey duBrowa, Global CEO, Burson. “She is a trusted and sought after CEO and C-suite advisor, a business builder, a talent advocate and an operational maven. These skills, together with her deep understanding of the cultural nuances across and between the markets, will enable Burson to continue delivering exceptional results for our clients and further build on our strong foundation across our Asia-Pacific footprint.”

Chung has counseled C-suites from many blue-chip multinational clients across a range of industries including food & beverage, electronics, personal care, automotive and healthcare. She also spearheads specialized service offerings for the Korean government and has been involved in a number of government projects, including the Olympics. Chung founded Synergy Communications in January 2000, which became part of Hill & Knowlton in 2002. Before Burson, she was as President, Asia, for Hill & Knowlton.

“It’s an honor to lead the Asia-Pacific region as CEO,” said Chung. “We have strong momentum across the business and will continue to turn it into results through disciplined focus and execution. As our clients navigate unprecedented complexity, we are using our comprehensive AI capabilities and our exceptional talent bench to help businesses make decisions with clarity so they can succeed today and in the future. With Asia-Pacific continuing to grow and shape the global economy, I’m excited to help our clients and teams seize the opportunities that lie ahead.”

Adrian Warr, who had been leading South Asia-Pacific for Burson, is leaving the region to return to the United Kingdom with his family and will depart the business as of November 30, 2025.

“I’d like to extend my thanks to Adrian for his contributions to Burson during his time with us, for his leadership in driving our business in South Asia-Pacific and his partnership with HS and our leadership team. I wish him the very best in his future endeavors,” said duBrowa.