Burson names HS Chung APAC CEO as Adrian Warr exits

Burson has appointed HS Chung (pictured left) as CEO for Asia Pacific, expanding her remit from North Asia Pacific to oversee the agency’s full regional footprint. The appointment is effective 1 December 2025, with Chung continuing to be based in Seoul.

Chung had been leading Burson’s operations across China, Hong Kong, Japan and Korea. She will now take charge of the wider region, which includes Australia and New Zealand, India, Indonesia, Malaysia, Singapore and Thailand.

“Chung has a combination of superpowers that make her very well-suited to lead the entire region,” said Corey duBrowa, global CEO at 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," he added. 

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Chung has advised C-suites across multinational brands in food and beverage, electronics, personal care, automotive and healthcare. She also leads specialised service offerings for the Korean government and has worked on several major national projects, including the Olympics.

She founded Synergy Communications in 2000, which joined Hill & Knowlton in 2002, and previously served as president, Asia, at Hill & Knowlton before joining Burson. Chung also served as director of marketing and public relations at The Ritz-Carlton Hotel Company.

“It’s an honour 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, Chung said that she is excited to help clients and teams seize the opportunities that lie ahead.

The move comes as Adrian Warr (pictured right), who had been leading South Asia Pacific for Burson, departs the business as of 30 November 2025 to return to the United Kingdom with his family.

In a LinkedIn post, Warr reflected on his decision to leave the region after “a decade and a half of adventures in Asia,” sharing that he and his family will be returning to the UK. “I’ve had the pleasure of working with thousands of amazing colleagues and clients and it'll be a wrench to leave this region which has given us so much – not least of which our two wonderful boys Oscar and Rufus. But the allure of log fires, dingy pubs and rainy BBQs can only be resisted so long,” he wrote.

He added his thanks to colleagues at Burson and WPP “for making a hard decision as easy as possible,” and expressed appreciation to friends across Hong Kong, Singapore and Thailand. “To family and friends back in the UK, sorry we’re late, it took a bit longer than the two years we promised, but we can’t wait to see you soon,” he said.

“I’d like to extend my thanks to Warr 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 Chung and our leadership team. I wish him the very best in his future endeavours,” added duBrowa.

These appointments follow a series of regional leadership moves earlier this year. In June, Burson named Maggie Lu as China CEO, effective immediately. Based in Shanghai, Lu will oversee the agency’s operations in Beijing, Shanghai, Guangzhou and Shenzhen, responsible for client satisfaction, agency growth and talent management.

Within the same month, Burson Indonesia promoted two leaders in a strategic move highlighting the firm’s ambition to strengthen its position in Indonesia’s communications consultancy sector through data-driven, AI-integrated strategies. Harry Deje, previously managing director, was elevated to chief operating officer, while Shirley Tangkilisan, formerly general manager, stepped into Deje’s role as managing director.

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