Burson names new APAC head of influence and social

Burson has appointed Yuliani Setiadi (pictured) as its APAC head of influence and social, as the communications agency strengthens its regional capabilities to help clients build and protect their reputations through social-first strategies.

Based in Singapore, Setiadi will be responsible for establishing Burson's APAC Influence and Social Centre of Excellence. She will also lead the regional implementation of the agency's global strategy, integrating its innovation and intelligence tools to develop new client solutions.

Setiadi brings more than 20 years of experience in influence, social and digital communications across Asia Pacific. She was most recently head of digital for Southeast Asia at Edelman, having previously led the agency's digital practice across Hong Kong, Taiwan and Thailand.

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Throughout her career, she has built digital and social capabilities, led multi-market teams and advised clients on integrated communications, culture, digital and commerce.

Commenting on the appointment, HS Chung, CEO of Burson Asia Pacific, said influence and social have become fundamental to how brands build their reputations, particularly as they navigate digitally native audiences and evolving cultural landscapes.

"Brands in this region are navigating digitally native audiences, fast-evolving platforms and diverse cultural and sub-cultural contexts, all at once," said Chung.

"Setiadi brings deep regional knowledge and decades of experience building influence capabilities and delivering social-first strategies that drive brand love and business impact. Her expertise will build on our existing strengths, offering clients more powerful ways to connect with their audiences."

The appointment comes as Burson expands its global influence and social leadership team, with Davitha Tiller also set to join as US chair of influence and social on 30 November. Tiller joins from Havas, where she most recently held a global leadership role at Havas Health Network, overseeing the transformation of its social, influencer and creator offering.

Setiadi and Tiller will join Olly Gosling, head of influence and social for EMEA, as part of Burson's regional leadership team reporting to Matt Buchanan, global chief influence and social officer. Meanwhile, Vikki Chowney continues as global head of influence and social, overseeing the capability's global strategy.

The appointments complete the regional leadership structure Buchanan began building after taking on his role in April, as Burson looks to strengthen its influence-first creative capabilities across platforms, creators and communities.

"Reputation is no longer built through a single channel, format or voice, but through ideas that originate in culture and society, travel through communities and stakeholders, and earn attention across every platform," said Buchanan.

"With Setiadi and Tiller joining Gosling and Chowney, we now have the leadership in place across our regions to bring that vision to life for clients at scale."

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