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PR Professional of the Year - In-House


Gold
Campaign Title

Client

Andrew Pickup
Agency

Microsoft Asia

 Andrew Pickup leads Communications for Microsoft in Asia. He and his team are responsible for driving communications strategies, content and campaigns that support Microsoft’s business goals across 27 countries in Asia. The team’s remit includes media, analyst and influencer relations, digital, social, internal communications and managing Microsoft's growing owned-media platforms.

Pickup was specifically chosen by the company’s Asia leadership in 2013 to help steer them through a tricky industry transition, aligning the brand to key growth areas such as cloud computing, digital transformation and artificial intelligence, while making it vital and relevant to the Asian market.

Since taking on the role, Pickup has led a dramatic transformation of the communications function for Microsoft in Asia. Moving away from traditional product-driven media approaches, he has reinvented the communications function to stay relevant to a changing socio-economic landscape in the region.

Pickup and his team have led a renaissance of the Microsoft brand in Asia year-on-year, significantly increasing both share-of-voice and favourability. The communications team has consistently been recognised by senior leaders as a function critical to enabling Microsoft’s growth in Asia.

Pickup believes in sharing his insights and learnings with industry peers and partners. He speaks regularly at industry associations and conferences, as well as mentors next-generation of communicators in the region.