Branding Records names new general manager for Shanghai

Hong Kong-based creative agency Branding Records has named Sophia Liu (pictured) as its new general manager for Shanghai, succeeding Yolanda Cui, who stepped down from the role after two years. 

The appointment comes as part of the agency's effort to invest in new resources to empower its team in Mainland China to be able to serve a wide range of clients and new services such as drive-to-store and travel retail marketing.

Within her new role, Liu will report to Branding Records' CEO Jacopo Pesavento and will lead the 12 staff in the Shanghai office. She will work directly with the core Branding Records management team across Hong Kong, Shanghai and Milan, as well as leading complex marketing projects, and formulating project plans in accordance with the company's goals. She will also take full responsibility for the company's operating system in Shanghai.

Liu has garnered over 12 years of experience in 4A PR agencies such as Weber Shandwick of the IPG Group, Ogilvy PR, and Cohn & Wolfe of the WPP Group, serving clients in various industries including FMCG, 3C, watches and jewellery, medical, lifestyle, and travel and hospitality.

With her experience working with luxury watch brands such as Tissot and GP, FMCG brands including P&G and SK-II, and social accounts Natural Diamonds Council and Lining, Liu aims to inject a fresh perspective to the agency and bring a wealth of experience that will enhance the organisation's growth and success. She will play a pivotal role in leading the agency's key accounts in China.

Moving forward, the agency will approach each market with a strategic mindset, including investing in brand building, customer loyalty programmes and continuous innovation to help brands establish long-term presence.

It will also help brands monitor market trends and adapt strategies on the go; as well as understanding the digital ecosystem to amplify the brand through the most efficient communication channels.

Don't miss: Bluebell Group partners Branding Records on major website revamp

Back in September, Branding Records was appointed by Bluebell Group to be the curator of its new online platform, leveraging a more engaging approach to communicate with the outside world.

Jacopo Pesavento, CEO of Branding Records said that while the revamp initially involved a website redesign for Bluebell, the brand felt the need to revamp its entire brand as a significant part of its broader strategy. The impact of this revamp is felt across many Asian markets where the group operated, such as Hong Kong, mainland China, Taiwan, Singapore, Malaysia and Japan.

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