She will have to work hard, however, to ensure the London agency maintains a balance with domestic clients. Key to this will be a successful relationship with the executive creative director, Nick Bell, who had a difficult relationship with her predecessor. A new planning director is a matter of urgency if the agency is going to get its pitch team in order.
Her broad range of experience suggests Burns is a good hiring for JWT.
It's also a healthy move for the wider London market. She'll bring a new perspective and, by hiring from the US, no UK agencies will suffer the musical chairs triggered when an executive is poached.