A stalwart of Mainland China's agency scene, Judy Luo at FourFuture Communications is a big believer in lifelong learning and growth. Chasing the currents of change, Judy speaks with Telum about Mainland Chinese comms tailwinds and the importance of adaptability in its 2023 road to recovery.

By way of introduction
With more than 20 years of experience in both international and domestic PR agencies, I founded FourFuture Communications in 2015 with the aim to offer comprehensive PR consultation that can help brands and corporates progress. Before this, I was a core member in the establishment of Weber Shandwick and APCO Worldwide’s Shanghai branches and co-founded Eastwei’s Shanghai office. In 2010, I was one of the key people driving the M&A of Eastwei and MSL / Publicis Groupe.

I am very proud to specialise in market trends, industry insights and PR / comms strategies while building up my business acumen. I have formulated integrated comms strategies covering corporate and brand comms and PR crisis management for multinational companies across industries including energy, healthcare, fashion, lifestyle, retail and FMCG. With this passion and teamwork, FourFuture Communications was honoured with the PR Golden Flag Award, the Gold Award for Marketing Cases and Top 100 Public Relations Practitioner Award.

First job
Executive at Weber Shandwick, when it just opened its first office in China in the 1990s. I learned a lot about not only PR / comms but also how to set up a brand new office.

Schedule of a typical workday
Coffee in the morning, multitasking throughout the day, and I end the night with reflection.

Top three daily reads
Going through social media such as WeChat / Weibo to find out the daily trends, client-related content (any material from their WeChat Official Account and relevant industry articles) and continuous learning about the PR and advertising industries through any sources.

Your stress reliever
Watching television and movies to gain inspiration for my work.

Notable change in the Mainland Chinese comms industry
The most notable change I've observed is change itself. The industry is moving rapidly towards digital operations and the legacy from the "golden era" of traditional PR will need to continuously adapt to keep up.

Most meaningful lesson learned from your years in the PR and comms industry
Don’t be afraid of change. I was lucky to enter the industry during the "golden era" of traditional PR, but I have since worked to integrate digital and social comms strategies into my roles and business in recent years.

Advice to anyone looking to start their PR / comms career
Keep learning, keep thinking and keep growing. 

Upcoming trends to anticipate in the fashion / beauty sector in Mainland China
Since the start of 2023, everything has been gradually returning to normal. I do believe the Chinese economy will recover very soon, particularly in the retail sectors, including fashion, beauty, and travel. Going forward, digital and social comms will be important aspects to building brand awareness and touchpoints in these industries.