Published on: July 15, 2026
Burson has announced the appointment of Gemma Hudson as Chief Executive Officer for Australia and New Zealand (ANZ), strengthening its regional leadership as the communications firm continues to expand its presence across the market.
Hudson joins Burson from Johnson & Johnson, where she served as Director of Communications & Public Affairs for Australia and New Zealand. In that role, she led internal and external communications, including brand communications, corporate reputation, and public affairs.
Bringing more than 20 years of industry experience, Hudson has developed expertise across healthcare, brand and consumer communications, corporate affairs, public affairs, and technology communications.
Before joining Johnson & Johnson, she spent 11 years at WE Communications, including three years as Executive Vice President for the International Health practice across APAC and EMEA. Earlier, she led the firm’s Australia and New Zealand operations for eight years, serving as CEO during the final three years of her tenure.
Commenting on the appointment, HS Chung, Burson’s APAC CEO, said, “Australia and New Zealand are strategically important growth markets for Burson, rich with expertise and scaling potential. 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.”
Speaking about her new role, Hudson said, “I’m excited to be returning agency side and joining Burson at such a significant time for the communications industry. Today’s geopolitical environment has made it more important than ever for organisations 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.”
Throughout her career in both agency and in-house leadership positions, Hudson has built and led multidisciplinary teams while delivering integrated communications programmes designed to drive business growth and brand impact.
She added, “AUNZ is a dynamic market full of opportunity, and I am looking forward to unlocking that potential with an exceptional team. Burson’s enviable data and tech stack will underpin everything we build in Australia, helping us deliver smarter, more impactful solutions for clients as they navigate an increasingly complex communications landscape.”
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