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Young PR Professional of the Year - In-House


Gold
Campaign Title

Client

Music Chen
Agency

LEO Digital Network

 LEO Digital Network (LDN) CEO Dalton Zheng describes Music Chen as “the youngest head of corporate communications in the industry”. “She is talented, hardworking and open-minded with integrated and innovative communication skills,” he says. “Her team is not only an important window for LDN to share news, but also a key driving force of LDN’s industry-wide innovation, business growth and overall success. Her innovative ideas also take the entire industry forward.”

Founded in 2014, LDN has expanded quickly through mergers-and-acquisition to include 12 subsidiaries in just three years. The network today has more than 1,500 employees in eight major cities in China.

In today’s internet age, all brands are undergoing digital transformation. But the internet environment in China is both diverse and complex. To help brands navigate this unique environment and foster innovation across the entire industry, LDN unveiled its ‘Reshape communications’ strategy, the core of which is to create a “digital-driven business transformation” integrated service model. At the same time, taking inspiration from the Chinese tech and internet industries, LDN sought to create an ‘incubator and ecosystem’ by energising new internet innovative solutions that can add value to people’s everyday lives and work with brands to build a better world.

Chen's team was established in mid-2015. The rapid expansion of the network, almost zero awareness, a limited budget and no support of outside PR agencies were extremely big challenges. Through strong corporate communication, integrated communication, reputation management, branding, social media, content management, digital communication, media and investor relations, innovative communication and key influencer engagement, Chen’s team successfully built LDN’s reputation as a leader in integration and internet innovation from the inside out and maximised the inspiration: advancing from 0 to No 1 media attention and No 1 awards won, all of which helped LDN to achieve No 1 market value compared to 10 key competitors in China.