Rylance, who led the agency during a period of stability and success, said his decision was a difficult one.
“I’ve been in my current role for eight years and we’ve achieved many goals,” he said. “I’m hungry for a new challenge.”
Rylance would not be drawn on speculation that senior management turnover at B-M’s US headquarters had contributed to the decision. Since worldwide CEO Christoper Komisarjevsky’s retirement in 2004, Burson has been led by Tom Nides, before the current incumbent, Mark Penn, took on the role. “Three CEOs in as many years would be difficult for any organisation, but we are incredibly fortunate to have such a cohesive and resilient leadership team here in Asia and we’ve taken all of the changes in our stride,” said Rylance.
Penn, meanwhile, said Rylance had been instrumental in “extending” B-M’s position in Asia, declining to comment on whether his departure would prove destabilising.
Rylance joined B-M London in 1982, before relocating to Korea to manage communications for the Olympics in 1988. He left the firm for 10 years, to set up Korea agency Merit Communications, which he sold to B-M in 1999, taking on the regional leadership position in the process. During his eight-year tenure, the agency has been named Network of the Year by Media three times, and has also entered India and Indonesia.
“Bill’s decision to move on to other pursuits after a quarter century at Burson-Marsteller is a disappointment to all of us who have worked with him – I especially,” said Harold Burson.
A former senior B-M executive said Rylance’s decision had uncertain implications for the stability of the brand, given that it follows the departure of another long-term B-M leader — Europe CEO Per Heggenes — last year.
“B-M has lost the custodians of what the brand stands for.”
