WE Buchan announces leadership restructure, with new executive vice president and CEO

Public relations firm WE Buchan has announced the promotions of Rebecca Wilson and Gemma Hudson, who will take on enhanced leadership roles.

From April 1, CEO Rebecca Wilson will expand her remit to oversee Australia and Singapore as executive vice president. She will also join WE Communications’ newly-formed global leadership team. Current managing director Gemma Hudson will be elevated to CEO and oversee operations in Australia.

The agency has also announced the retirement of its founder, Tom Buchan, who has been in the industry for four decades.

“The expanded remit of our leaders will enable us to better serve our clients by delivering a consistent, seamless, high-quality experience for clients in the region and around the globe,” said Kass Sells, global COO and president of international.

“I look forward to working with both Rebecca and Gemma who have worked closely together to achieve great success in the Australian market.”

Rebecca Wilson

Wilson has spent the past two decades at WE Buchan. Her client consulting experience covers investor relations, corporate, public affairs, and crisis management for multiple sectors. 

Hudson has nearly two decades of experience in public relations and communications across Australia and the UK. She joined WE Buchan in 2013, originally as general manager, before becoming managing director. Hudson was also named in Campaign Asia’s 40 Under 40 list in 2018. Her consulting experience spans consumer, technology, health and corporate sectors.

Hudson will continue to report to Wilson, and Wilson will report to Sells.

Gemma Hudson

“APAC is the fastest growing region of the agency and both the Australian and Singapore businesses are leading the world in the clients they represent,” Wilson said.

“I’m looking forward to working closely with both markets to increase knowledge and skills sharing across the network.”

WE Buchan also announced the promotion of Penny Burgess, CEO of WE Bridge, to oversee WE’s Greater China presence, and promotions of Jeremy Seow to CEO of Singapore and Kevin Hartnett to general manager of Hong Kong.


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