Christina Liao | The Innovator 25 2014 | Holmes Report
Charting the future of public relations
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The Innovator 25: Christina Liao 

SVP/global director of applied data at FleishmanHillard since 2013

St. Louis, Missouri
Planning & Analytics, 20+ years

"I found it intriguing that a PR firm would make this type of investment in analytics, recognizing that things are not fully place but still having a vision on what it means to take things to the next level."

Because by hiring Liao, FleishmanHillard made its biggest foray yet into the world of data. For Liao’s work leading Coca-Cola’s knowledge and insights unit, determining ROI across the company’s paid, earned, shared and owned model. And for managing one of the industry’s most interesting initiatives as FleishmanHillard looks to form an alliance with Omnicom’s dedicated analytics firms Annalect.

In what area of marketing/PR do you see the most innovation?
Social media & online marketing

How would you describe the communications/PR industry’s level of innovation?
About the same as other marketing disciplines
Where do you see the greatest opportunity for marketing & PR to become more innovative?
Planning & analytics
Who most influences how innovative a brand’s marketing/PR is?
CEO
How do you define innovation?
An idea or thinking that’s ahead of its time and “in the moment” enough that it garners interest/attention and effects changes.
What brands and/or agencies are most innovative when it comes to marketing/PR?
Coca-Cola, Samsung, Google
Who is your mentor and why?
My parents. They are accomplished in their own ways and they are not in my field; so they provide advices that are wise and refreshing. What they say always make me think and come up with new ideas (which may be even different from theirs).
How do you get inspired?
Reading; wide range (photography, tech, fashion, business, home decoration, cooking, etc.)
Advice for people seeking to bring new ideas, ways of doing things to their organizations?
Find someone who’s a fan of your idea and has influence or network in the organization.
In your opinion, what’s the most innovative place in the world? This could be a city, a venue, a neighborhood, etc.
Hard to pick just one place; but for now, Beijing 798 art zone
What’s your favorite time of day and why?
Noon. I can have more options depending on my mood (e.g. if I want to be in a quiet or noisy place, dark or bright, different foods/drinks, etc.).