Holly Shi

Strategy Director, Brand development, based in Beijing

Holly Yunhe Shi began her career as an independent radio producer and anchorperson, broadcasting for Voice of America and China National Radio and producing documentaries for the UN Department of Public Information. After attending Temple University to pursue a PhD in mass media and communications, she was assigned to a consulting project to rebrand the Virginia Eastern Shore—and a strategist was born.

Since that time, Holly’s branding experience has covered brand launches, repositioning, product architecture, brand rejuvenation, localization and naming. That experience—coupled with her deep knowledge of the Asian region—makes her an ideal person to lead regional and global branding assignments in the world’s fastest-growing branding marketplace.

Before joining us, Holly was a strategist at Landor Associates, where she became Landor China’s first non-director strategy lead for a major client when she oversaw new product line development and marketing strategy for Tsingtao Beer. Some other clients included Haier, Chia Tai Food and Feed, P&G, Guangdong Development Bank, Beijing Capital Land, Industrial and Commercial Bank of China, Yili Milk Powder, Tianjin Eco City, Target, MasterCard, Coca-Cola, and Nike. Prior to Landor, Holly worked as a market researcher for Yahoo! developing consumer insights, targeting strategy and monetization plans for media planning projects. She also led a study for the State Council Information Office of China assessing change in the Chinese government's image in online social media after the Wenchuan Earthquake.

In addition to her Temple PhD, Holly holds an MSc in Communication from the London School of Economics and a bachelor of law in diplomacy from Peking University.

Blogs

March 19th, 2012

The invisible hand and brand differentiation—Part One


As a brand strategist, the most interesting part of my industry is that branding theories can teach everyone a little more about themselves. For example, commercial brands and personal brands are c...

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