Lydia Shen | The Innovator 25 Asia-Pacific 2020
innovator-25-2020-asia-pacific-Lydia Shen

Lydia Shen

Managing Director, China

DeVries Global


“Hire and listen to young talents”

Based in Shanghai, Lydia Shen has ushered in a transformative approach to DeVries Global’s China operations, thanks to sustained investment in data, search and social commerce experts. Those efforts have helped the firm carve out a distinctive positioning in the critical market, for a client roster that includes P&G, New Balance, Hasbro and J&J. All of which has helped underpin the emergence of a social commerce and marketing innovation hub at DeVries Global in Shanghai, along with diversification beyond consumer into automotive, travel, technology and healthcare. Prior to DeVries, Shen spent a decade with Cohn & Wolfe, and has also held senior in-house marketing roles in China.

How do you define innovation?
New approach no one tried before.

Describe a moment in your career that you would consider 'innovative.'
Lead innovation in new offerings, especially in new influence.

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

How do you get out of a creativity rut?
I quit the industry in 2015 and became an investor/incubator to help startups who have innovative models. 

What advice would you give to the PR industry around embracing innovation?
Hire and listen to young talents.

What would you be doing if you weren't doing your current job?
A coach

Which book/movie/TV show/podcast/playlist/other cultural source has helped you get through this year or provided inspiration?
Classic music

What's your favourite time of day and why?
Morning; more energetic.