Lydia Shen

With more than 12 years of integrated marketing communications experience, Lydia straddles each of Cohn & Wolfe’s unique disciplines with poise. As managing director of Cohn & Wolfe China, Lydia leverages her diverse background—which includes experience in healthcare marketing, consumer marketing, corporate communications, government relations, branding and digital media—to help guide her team in developing bold creative campaigns and strategic initiatives for multinational brands and government officials in China.

As the PR powerhouse behind the likes of Best Buy, Ford, Hilton, Lipton, Kellogg’s, Merck-MSD, NIVEA, Pfizer, Rolex, and Quaker, Lydia has driven communications strategy on behalf of the world’s most iconic brands. By collaborating with other marketing disciplines, Lydia is able to meld big ideas with practical implementation. The end result? Great campaigns that not only generate news, but build the kind of buzz that leads to consumer advocacy.

To shift China’s perception about Ford, in 2007 Lydia developed the “China Excitement Challenge.” Consisting of an online reality show, the challenge took participants across China for 21 days of adrenaline-pumping challenges designed to “Make Every Day Exciting” with a Ford. Not only did the campaign go viral while boosting sales by 177% and generating extensive media coverage, in 2008 it won a WPPED CREAM Award for spectacular results in creativity and strategic thinking.