Burson Appoints Edelman EVP as U.S. Earned Media Chair

Burson, the WPP-owned public relations agency, has appointed Sujata Mitra as U.S. Chair of Earned Media, effective April 20, 2026. Mitra joins from Edelman, where she spent seven years as EVP and Group Head of Earned Media.

Senior Hire Fills Role Vacant Since January

Mitra will oversee and build out Burson's U.S. earned media team and serve as a senior counselor to clients, according to a statement from the firm.

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The role had been vacant since January 2026, when predecessor Adam Sechrist departed to join independent insurance brokerage Lockton as Head of U.S. Corporate Communications.

Burson U.S. CEO Craig Buchholz cited Mitra's combined agency and journalism experience as the rationale for the hire. "Sujata's extensive background in both agency operations and multiple facets of journalism gives her the well-rounded experience needed to scale our offering, guide our teams and bring world-class counsel to our clients," Buchholz said.

Before Edelman, Mitra held senior communications roles at Vox Media, overseeing The Verge, Vox Record, and SB Nation. She also served as Senior Director of Communications at Huffington Post and held production and booking roles at Al Jazeera, PBS, and WPIX TV.

Appointment Comes During Revenue Decline and Restructuring

The hire arrives during a difficult financial period for WPP's PR operations. Like-for-like revenue in WPP's PR division fell 3.4% in Q4 2025 and 6% for the full year, excluding pass-through costs.

WPP is simultaneously executing its Elevate28 restructuring strategy, which targets £500 million in annual cost savings. The plan has reduced WPP's global workforce to approximately 98,655 employees by end-2025, down nearly 9,400.

Under Elevate28, Burson was placed within the newly formed WPP Creative unit alongside advertising agencies VML, Ogilvy, and AKQA. WPP Creative is led by Jon Cook, who also retains his role as VML CEO. Cindy Rose, who became WPP CEO in September 2025, is overseeing the broader restructure.

Edelman has publicly argued that this structure positions PR as a supporting discipline to advertising-led agencies rather than a lead capability.

Mitra's Background Spans Agency and Newsroom Operations

Mitra's career gives her direct experience on both sides of the media relationship. She has worked inside newsrooms at major digital and broadcast outlets, as well as leading earned media strategy at one of the world's largest independent PR firms.

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That dual background is increasingly relevant. Research from Cision indicates 72% of journalists find fewer than a quarter of PR pitches relevant. Separately, Pew Research data cited by Mitra's predecessor notes that 23% of news influencers have journalism backgrounds, reflecting how the media landscape has expanded beyond traditional outlets to include podcasts and digital creators.

Mitra's appointment also represents a direct talent movement from Burson's primary competitor. Edelman has been investing in earned-first models, including its Earned Flywheel framework, making Mitra's departure a notable shift in the competitive landscape.

Mitra officially begins her new role on April 20, 2026. Edelman did not respond to a request for comment on her departure.