BCW hires market leaders for Shanghai and Singapore

Jeffrey Yu

Cassandra Cheong

PR firm Burson Cohn & Wolfe has hired Jeffrey Yu and Cassandra Cheong as market leaders for Shanghai and Singapore.

Yu moves from 180 Digital Inc where he was senior vice president. Cheong moves from The Hoffman Agency where she was managing director for the Asia-Pacific operations.

The announcement:

BCW (Burson Cohn & Wolfe), a leading global communications agency, today announced the appointment of Jeffrey Yu as Shanghai Market Leader and Cassandra Cheong as Singapore Market Leader, effective immediately.

“There was considerable competition in the industry to secure the services of Jeffrey and Cassandra, and I am thrilled for our team and clients that they both chose BCW,” said Matt Stafford, President, BCW Asia Pacific, to whom both Yu and Cheong report. “They represent the type of changemakers we are attracting at BCW, equipped with integrated communications expertise and people-first leadership to help us drive our bold regional growth strategy – a strategy that has already produced double-digit revenue growth for BCW Asia Pacific in 2019 over the previous year.”

Yu has more than two decades of experience in integrated communications. Before joining BCW, he was Senior Vice President at 180 Digital Inc., responsible for business operations and business development. Before that, he served as Managing Director of J. Walter Thompson in Beijing where he pioneered new internal processes and client solutions. Earlier in his career, Yu was Vice President of Marketing, Strategy and Planning for Galaxy Entertainment Group in Macau, Managing Director of Pegasus Communications in China, and Account Director at Ogilvy Taipei. He began his career as a broadcast journalist in Taiwan.

Cheong brings more than 25 years of experience in providing strategic and creative communications to government organizations, global brands and startups. Before joining BCW, Cheong served as Managing Director of Asia-Pacific at The Hoffman Agency, and before that was deputy Beijing Market Leader and Managing Director of the brand marketing practice at Burson-Marsteller. Prior to joining Burson-Marsteller in 2007, she was regional PR manager at HP Asia-Pacific and Japan for six years, overseeing consumer communications.

Source: BCW press release


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