Burson has expanded its global influence and social leadership team with the appointments of Yuliani Setiadi as head of influence and social for Asia-Pacific and Davitha Tiller as US chair of influence and social. The moves complete the agency's regional leadership structure as it steps up efforts to integrate social media, creator influence and reputation management into its global offering.
Singapore-based Setiadi officially joined Burson on November 4. In her new role, she will establish the agency's APAC Influence and Social Centre of Excellence and lead the regional execution of its global influence and social strategy.
She joins from Edelman, where she most recently served as head of digital for Southeast Asia. During her tenure, she also led the agency's digital practice across Hong Kong, Taiwan and Thailand.
With more than 20 years of experience in digital, social and integrated communications, Setiadi has worked on building regional capabilities, developing commercial offerings and managing multi-market teams. At Burson, she will focus on bringing the agency's innovation and intelligence capabilities together to develop social-first and influence-led solutions for clients.
Commenting on the appointment, HS Chung, CEO of Burson Asia-Pacific, said influence and social had become central to how organisations build and manage their reputations.
He highlighted the complexity of the APAC market, where brands must engage digitally native audiences across rapidly evolving platforms and diverse cultural and subcultural environments. He said Setiadi's regional expertise and experience in developing influence capabilities would strengthen Burson's ability to deliver social-first strategies with measurable brand and business impact.
In the US, Tiller will assume the role of chair of influence and social on November 30. She joins from Havas, where she spent a decade in senior positions spanning social media, influencer marketing and integrated communications across APAC, the US and global markets.
Tiller began her career at Havas in Australia, where she helped establish and grow the agency's social and influencer offering. She moved to Havas Red in 2019 and subsequently took on a global leadership position at Havas Health Network, overseeing the development and transformation of its social, influencer and creator capabilities.
She brings more than 15 years of industry experience and was previously named among PRovoke Media's Innovator 25 in the Americas.
Craig Buchholz, CEO of Burson US, said influence was increasingly shaping corporate and brand reputations across multiple stakeholder groups, including creators, cultural figures, subject-matter experts, media, analysts and thought leaders. He highlighted Tiller's understanding of the relationship between influence and reputation as a key asset in helping clients engage audiences and deliver meaningful outcomes.
The latest appointments build on Burson's broader global investment in social and influence capabilities. In March, the agency appointed Matt Buchanan as its global head of social and influence, promoting him from his previous position as EMEA chief operating officer.
Buchanan joined Burson in 2025 after spending six years at Ogilvy. His mandate includes strengthening the integration of social, influence and earned media across the agency's reputation management offering.
Burson also appointed Olly Gosling as EMEA head of social and influence. Gosling joined from creator marketing agency Influencer, where he had led strategy, media and production.
With Setiadi and Tiller joining Gosling, Burson now has three regional leaders overseeing its influence and social operations, all reporting to Buchanan. Vikki Chowney continues in her role as global head of influence and social, leading the capability's global strategy.
The leadership expansion reflects Burson's focus on a reputation landscape increasingly shaped by conversations and ideas originating in culture and communities, rather than through traditional media channels alone. The agency is positioning influence, creator engagement and social-first communications as integral components of its broader reputation offering.
