Grey Group China appoints Kathy Liu to head of strategy

Grey Group China has appointmented of Kathy Liu as the new head of strategy. Liu joins 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.

Since joining in March, Grey Group China CEO Sharlene Wu has set a vision and aggressively transformed the agency. One of her primary objectives was to identify the leaders that can implement innovative and unconventional ways of thinking within the agency. Liu is her first appointment to the management team.

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.

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. Since then, she has spearheaded the strategic direction and collaborated with creative and account leaders to build and turn business & marketing strategies into effective, creative solutions for local and global clients. Liu joined DDB Beijing in 2015 to drive innovation & excellence across major accounts, including Qualcomm, Tencent Internet+, Volkswagen, and Wanda Hotels & Resorts. This was followed by her move to Ogilvy Shanghai, where she helped reshape the vivo X series and Adidas Neo brand to deepen their connection with young Chinese. She took up her role at TBWA\Media Arts Lab, the bespoke agency dedicated to Apple, in 2018 to grow the iPhone business with the vision to impact culture.

In addition to a good mix of category experience, from high tech to consumer electronics, auto, banking and FMCG, Liu is known for her imaginative thinking, obsession with the craft and appreciation of the creative product. She has strong tech and digital skills that allow her to deep-dive into clients’ businesses and understand different consumer segments to develop effective, actionable strategies.

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

“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,” says Liu.