Mak succeeds Sarah Lafferty, who has departed the agency.
Mak joins the firm after two years running her own consultancy, and freelancing for tech PR firm Hothouse. She has also worked for Red Consultancy, Inferno and Kinross & Render.
“Luica's smarts, diverse experience and passion for building client campaigns make her the perfect candidate to head up our European operations”, said Lou Hoffman, founder and CEO of the Agency. "Luica and her team should benefit from clients increasingly looking for multi-country PR programs in which thinking and content get leveraged across geographies.”
Before joining the UK PR industry, Mak was a journalist and copywriter in Hong Kong.