Uniplan Shanghai appoints Sonny Shen as Managing Director + Aiden Liu set to transfer as Executive Creative Director from Beijing office

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Uniplan Shanghai appoints Sonny Shen as Managing Director + Aiden Liu set to transfer as Executive Creative Director from Beijing office

Uniplan has announced a new leadership team for their Shanghai office to further strengthen business growth. Sonny Shen has been appointed as Managing Director, Shanghai, effective immediately. The other key hire is Aiden Liu, currently the Executive Creative Director of Uniplan Beijing, who will be transferring to Shanghai office as Executive Creative Director, from 15th November 2021.


Shen (pictured left) will play a key role in enhancing the business for Shanghai office and reports to Geraldine Chew, CEO, Greater China. With over 20 years of marketing and sales experience on a range of platforms, Shen is an experienced professional with a demonstrated history of working in the areas of experiential marketing solutions, public relations and brand building. Shen has helped companies across a full range of sectors innovate their approaches to win in the Chinese market.

“I am delighted to have Sonny to join Uniplan family. As Managing Director of Shanghai, Sonny will bring her outstanding management skills and practical business experience to the future growth of Shanghai office.” said CEO, Greater China, Geraldine Chew, “This will take us forward in a major step towards being our client’s best partner in delivering fully-fledged brand experience campaigns.”

Shen used to be the Managing Director of Edelman, a global public relations consultancy firm. Under her leadership the company doubled its size in just three years to become the biggest international marketing communications firm in Shanghai. Most recently, Shen was the General Manager of RR Donnelly Asia where she successfully transformed the business unit from a commercial printing trader to a technology-driven experiential marketing solution provider.

Shen said: “Uniplan has established an excellent base with a diverse pool of talent and capabilities now focusing on the next chapter of growth. I’m excited to be joining the wonderful team and by the prospect of what we can achieve together.”

Liu (pictured right) has been a part of Uniplan Beijing for 6 years. In that time, he has been involved in some of the agency’s best projects both as part of the creative team and as the creative lead. An artist by training, he has adapted his knowledge into the art of storytelling, helping the company develop its first planning team in Beijing. His past role in the China Science Museum introduced him to the concept of customer journeys which he perfected in Uniplan.

“Aiden has always been pushing the boundaries of what we can achieve together with our accounts teams, and as a result has gained recognition with their many awards. He is also the first in our company to do a fully online international launch on an XR stage, pioneering with the creative team on experimenting with new formats ahead of our competitors.” Geraldine Chew said, “With the new role in Shanghai, we look forward to him achieving new goals with our Shanghai creative team.”

“I’m very excited to start a new journey with Uniplan.” Liu says, “Shanghai is a very inspiring city, I hope to work closely with the team and continue to have new breakthroughs with Uniplan, expanding our reach, strengthening our creative power in this region.”

Uniplan is a leading brand experience agency with presence in Europe and Asia.“