Victor Wu

Brand & Public Relations Department Director

BlueCity
Beijing

 

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“Be open-minded and honest as much as you can”

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As the global communications head at BlueCity, one of the world’s top LGBTQ platforms, Victor Wu has not only overseen the startup’s successful IPO, but has also played a pivotal role in terms of building a brand that empowers sexual minorities. BlueCity is not only China’s top gay dating/networking app, but has also grown in prominence globally, particularly in Southeast Asia, South Asia and South America. Specifically, Wu and his team actively promote dialogue between LGBTQ groups and society, a key requirement in many of these markets, and a central element of BlueCity’s mission. Before joining BlueCity in 2019, Wu worked in several well-known Chinese media including Dazhong Daily, China Youth Daily, and Caixin Media, serving as reporter, operations specialist, and director of integrated marketing department, respectively.

How do you define innovation?
To provide best solutions we are currently capable of with creative perspectives based on requirements given.

What is the most innovative comms/marketing initiative you've seen in the last 12 months?
Dingtalk’s social campaign in animated video in responding to the “angry one stars” rated by Chinese primary school students in the App Store.

In your opinion, what brands and/or agencies are most innovative around PR and marketing?
Alibaba, Heytea

Describe a moment in your career that you would consider 'innovative.'
Initiating conversation with our users in the LGBTQ community through brand advocate video “My Life Is My Answer”.

Who do you admire for his/her approach to innovation?
Allen Zhang of WeChat

How do you get out of a creativity rut?
Reading, keep trying.

What advice would you give to the PR industry around embracing innovation?
Improve professional knowledge and skills in your expertise. Be open-minded and honest as much as you can.

What would you be doing if you weren't doing your current job?
Running a theatre.

Which book/movie/TV show/podcast/playlist/other cultural source has helped you get through this year or provided inspiration?
The Beijing Opera “Butterfly Lovers”

What's your favourite time of day and why?
My favorite time of the day is morning. I love the sunrise and the sounds in the morning.