When London-based advertising producer Susie Liu takes on a job, everyone involved on both sides of the production can rest assured that their needs will not only be met, but innovative and eye-catching work will be delivered as well.
Liu has managed world-class advertising and branding campaigns for some of the most successful technology and retail companies in the world such as HSBC, HTC and Nokia, and real estate landmarks and attractions such as London’s Canary Wharf, The Ark, The Shard and Abu Dhabi's Masdar City, a planned eco-city that began development in 2006 and aims to be a hub for clean tech companies in the Middle East.
When she was with worldwide communications and advertising agency Saatchi & Saatchi’s, Liu corner-stoned the wildly successful rebranding of London’s now-popular urban center Canary Wharf.
"The brand strategy was implemented,and tactical campaigns were introduced in parallel. These were to promote all aspects of the site to encourage businesses and people to relocate there. These included retail campaigns B2B (Business to Business) and B2C (Business to Consumer), office occupier campaign, arts and culture incentives B2B (Business to Business) and B2C (Business to Consumer), food and beverage B2B (Business to Business) and B2C (Business to Consumer)," said Liu.
Today, bustling office buildings, fine-dining restaurants and crowded shops fill the vibrant city center, which started out as one of the world’s busiest shipping ports in the early 1800s. Canary Wharf’s rebranding transformed it from has-been to happening; but that isn’t the only London landmark Liu has reshaped.
When she was working with London-based design and marketing agency S-Kape, Liu worked her magic for the one-of-a-kind office building The Ark.
World-renowned Swedish architect Ralph Erskine designed the unique building, which resembles the animal-saving boat from the biblical tale Noah’s Ark. The building was given a radical redesign in 2006, which added two extra floors, an atrium and an open mezzanine to the ship-like building.
Liu’s marketing expertise helped the prominent building thrive as an office space and a tourist attraction after its major redesign was completed.
Though she’s delivered world-class marketing in the world of real estate, she hasn’t confined her immense talents to just one sector.
Liu has also brought her advertising genius to the world of finance. As a part of advertising agency Hogarth Worldwide, Liu launched the global campaign for HSBC Bank Middle East Limited, which is the largest and most widely represented international bank in the Middle East.
The majority of the work she did for this campaign was for English- and Arabic-speaking markets in the Middle East, which included Qatar, Egypt and Bahrain.
“It was my responsibility to prioritize the workflow for a team of art-workers, project managers and proofreaders; and where necessary, advise on design guidelines and file adapts,” Liu said. “It was imperative to be organized and have a structure from the start.”
Liu has used her impeccable organizational skills to earn a leading role with top creative consultancies such as London-based Radley Yeldar, where Liu lent her visionary talent to the design and marketing campaign with the Report & Accounts for Morrison’s, the fourth-largest chain of supermarkets in the United Kingdom.
No matter the industry, Liu has established herself as an advertising producer superstar and is sure to continue producing stellar marketing for clients all over the world in the future. Through her work with leading creative agency Wordsearch in London, the immensely talented creative is currently working as an advertising producer for one of San Francisco's newest skyscrapers, the 181 Freemont, which is slated to be completed next year and will offer the city a mixed space that blends over 30 floors of office space with residential pent houses.