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PR Professional of the Year - In-House

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Rebecca Liu, Saatchi & Saatchi Greater China

With a master's degree in communications and over 12 years of experience in marketing communications and PR in both 4A agencies (Havas) and client side (Mammoth Electrolux), Rebecca Liu specialises in integrating marketing and communications. She has a proven track record of simultaneously driving a company's business development and enhancing its reputation. Liu joined Saatchi & Saatchi in 2010, when she built the communications team from scratch. With the agency struggling to position itself as a creative leader in the new age of media and technology, Liu launched an initiative to enhance the company’s digital profile and image as a ‘digitally integrated communications agency’, transforming it from a ‘traditional ad agency’. She added 100 new media resources and platforms to its media pool and created a PR strategy to ‘advance creativity using digital’, which focused on creative work through digital. Her focus on new media and digital resulted in an industry-wide number one ranking for the company’s Weibo account, with 160,000 followers at the end of 2014; the team's ‘China’ section of the global blog attracted 3,000+ daily views; and a daily average of 4,000 fans interacted with the agency on WeChat following its first post. PR efforts generated 1,600 media reports, the most in the industry, and 75 per cent of coverage came in digital or new media formats, tripling the agency's video-sharing presence to 55 sites. Among her other initiatives, in March 2014, working closely with the CEO and talent team, she launched ‘Monsters Attack’, an agency-driven initiative to wake up the industry and redefine the quality most needed by advertising talent in the ‘Age of Now’.