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Rebecca Kuo

Senior Public Affairs Director, APAC

AB Inbev
Shanghai

“An innovative idea is always crafted from culture, tension and in-depth consumer insight. Spend time to listen and observe more”

After cutting her teeth at Ogilvy and MSD, Rebecca Kuo’s ability to push boundaries served her in good stead when she joined P&G for an eight-year stint that ultimately culminated in brand communication leadership for femcare and oral care brands across Greater China. But Kuo’s abilities stretch beyond consumer PR, with a background that also includes strategic insight into prescription healthcare, corporate communications and regulatory affairs. So it was to little surprise that she joined AB Inbev in 2016 as Asia-Pacific public affairs director during a critical time for the newly-merged beer giant.

How do you define innovation?
Innovation is fresh thinking — activity fashioned so as to produce outcomes that are both original and of new value.

What is the most innovative comms/marketing initiative you've seen in the last 12 months?
'Bridge of Life' projects (Korea) — messages to prevent suicides.

In your opinion, what brands and/or agencies are most innovative around PR and marketing?
Durex, Coca-Cola.

Describe a moment in your career that you would consider 'innovative.'
Starting my career journey with a 4A advertising agency, multi-tasking on prescription drugs, OTC, and Nike.

Who do you admire for his/her approach to innovation?
Steve Jobs.

How do you get out of a creativity rut?
Browsing Youtube / Facebook, deep dive on my/ others' failures.

What advice would you give to the PR industry around embracing innovation?
An innovative idea is always crafted from culture, tension and in-depth consumer insight. Spend time to listen and observe more.

What would you be doing if you weren't doing your current job?
Global traveler.

Favorite book/movie/podcast/article that's not related to PR/marketing/business?
How do I become a more interesting and fun person?

What's your favourite time of day and why?
After 10pm — when I can be most relaxed.