Andréanne Leclerc | The Innovator 25 Asia-Pacific 2021

Andréanne Leclerc

Head of Social & Performance, Asia


Hong Kong

"Innovation is not only just tech or never seen before. It is about creativity, new ideas or application in a new context"

As Ogilvy's head of social and performance in Asia, Andreanne Leclerc has played a crucial role in steering the agency's social strategy. She oversees a social team that numbers 400 executives across the region, including expertise across social media, influencer management, research, AI, chatbots, digital content and paid media. In particular, Leclerc has consistently championed a focus on newer platforms such as TikTok and Clubhouse; Ogilvy’s work — for clients such as Huawei and Durex — reflects its mastery of new media platforms.

How do you define innovation?
News ideas, new applications.

What is the most innovative comms/marketing initiative you've seen in the last 12 months?
Balenciaga experimenting on Instagram: using the platform to share only about the latest. All other older posts have been removed.

In your opinion, what brands and/or agencies are most innovative around PR and marketing?
Quite interesting what retail brands are doing at the moment.

Describe a moment in your career that you would consider 'innovative.'
When I was not in a comfort zone. It happened couple of times when I had a new boss, new role, new platform to figure out or there was a lot of pressure to find a new idea or solution.

Who do you admire for his/her approach to innovation?
Many persons and groups of people on both spectrums: constant beta testing to disruptive new model. Closer to our industry the work of behavioural scientists in making communication more effective or impactful. Satoshi Nakamoto of Bitcoin who proposed 13 years ago an entirely new model to our financial system and new way to transfer digital information based on cryptography.

How do you get out of a creativity rut?
Watching, reading or discussing something completely unrelated to what I am working on.

What advice would you give to the PR industry around embracing innovation?
Innovation is not only just tech or never seen before. It is about creativity, new ideas or application in a new context.

What would you be doing if you weren't doing your current job?
A secret agent or a news anchor. Now currently studying cryptocurrencies....

Which book/movie/TV show/podcast/playlist/other cultural source has helped you get through this year or provided inspiration?
Hong Kong Art Basel expo, On Netflix: The Crown, Formula One: Drive to Survive, Code Bias, The Social Dilemma, some TV reality shows (RHOBH is a favourite and I am not ashamed) and many many children books.

What's your favourite time of day and why?
Just before going to bed because that is normally when I get my best ideas. A moment to think and think only.