François Bailly joins Burson as Head of Belgian Market Practice

Brussels, 9 September, 2025 - Burson, the global communications agency purpose-built to create value for its clients through reputation, today announced the appointment of François Bailly as Head of its Belgian Market Practice. Bailly joins Burson with 20 years of experience in high profile roles across Belgian media and politics. In his most recent position as Head of News at RTL info, he was instrumental in defining the news division's strategy and overseeing editorial policy across all media platforms.

Prior to his role at RTL, Bailly served as spokesperson to Belgian Prime Minister Alexander De Croo. He played a pivotal role in shaping communications strategy for the Belgian government during the COVID pandemic, the war in Ukraine, the energy crisis, and other national security issues. Bailly was also previously Editor-in-Chief at L'Echo, Belgium's leading financial newspaper, where he spearheaded its digital transformation. He is also an Academic Director at Solvay School of Economics and Management, co-leading the executive program on Corporate Reputation. In recognition of his leadership, Bailly was selected to Belgium's "40 under 40" listin 2021.

Andrew Cecil, CEO of Burson Brussels, said: "We are delighted to welcome François to the Burson team as the Head of our Belgian Market Practice. His unparalleled experience at the intersection of media, communications and politics coupled with his deep understanding of the Belgian landscape make him the ideal leader to drive our growth and deliver exceptional results for our clients."

Bailly will oversee all aspects of Burson's operations on the Belgian market, including client strategy and market positioning. He will leverage his extensive expertise to provide senior counsel to Burson's diverse client portfolio, helping them engage effectively with media, policymakers, and the public in Belgium and beyond.

"I am excited to take on the leadership of Burson's Belgian Market Practice," said Bailly. "This is a pivotal moment for communications in Belgium, and I look forward to leading the talented Burson team to deliver innovative solutions that deliver exceptional results for our clients. My focus will be on leveraging Burson's global expertise with a deep understanding of local nuances to help businesses and organizations thrive in this dynamic market."