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    Grey Group Names Kathy Liu Head of Strategy in China

    Liu joins Grey from TBWA\Media Arts Lab Shanghai, where she was the strategy lead for Apple's iPhone business in China.

    By The Staff - Jul 12, 2021
    Grey Group Names Kathy Liu Head of Strategy in China

    Grey Group China, has appointed Kathy Liu as its new Head of Strategy. Liu joins Grey from TBWA\Media Arts Lab Shanghai, where she was the strategy lead for Apple’s iPhone business in China, overseeing both localization and origination initiatives.

    Liu will head up Grey Group China’s newly established Centre of Intelligence, consisting of brand & digital planners, strategy consultants and data analysts. This effectively combines insights, data and creativity to deliver holistic planning and strategic capabilities to clients. The addition of Liu to the China team will further strengthen the agency’s transformation and drive clients’ business growth in the digital world.

    Since joining in March, Grey Group China CEO Sharlene Wu has set as one of her primary objectives to “identify the leaders that can implement innovative and unconventional ways of thinking within the agency.” Liu marks her first appointment to the management team.

     
     

    “Kathy has the kind of diversified experience that is highly sought after,” said Wu.

    “She is a well-respected agency thought leader who leverages her deep knowledge of popular culture and consumer behaviour to make the work compelling for local and global clients. Knowing how to weave this into insightful strategies is an exciting fit for Grey and our ambition to produce famously effective work. I am excited to welcome Kathy to Grey and believe she will bring new dynamics and energy to help us achieve our vision together.”

    Liu began her advertising career in 2007 as the English copywriter for BenQ at Saatchi & Saatchi Taiwan, where she grew into the lead strategist for the brand’s global business. She later joined DDB Beijing in 2015 working across major accounts, including Qualcomm, Tencent Internet+, Volkswagen, and Wanda Hotels & Resorts. She went on to work Ogilvy Shanghai, before joining TBWA\Media Arts Lab.

     
     

    “I am delighted to take on this role and look forward to partnering with our clients to deliver truly transformative results for their brand and business,” said Liu.

    “It is an incredible opportunity to work with such an amazingly talented team of planners and analysts to further develop Grey Group China’s integrated capabilities and solutions,” said Kathy Liu, head of strategy, Grey Group China.

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