Kristie Cheung

Head of Marketing Communications
Lalamove

Hong Kong

“Asking ‘why not?’ is a very important part of my philosophy, it enables me to challenge the status quo and pushes new ways of thinking.”

Kristie Cheung is head of marketing communications at Hong Kong startup Lalamove, leading end-to-end marketing strategies across brand positioning, growth marketing, public relations, social and content, loyalty and partnerships, in Lalamove's 11 markets across Asia and Latin America. Since joining the company, Cheung has spearheaded the creation of Lalamove's CSR brand ‘DeliverCare’ and taken the helm in regional marketing campaigns such as ‘Make a Winning Move’ in 2022 and ‘Lalamove It!’ in 2021. The work showcases Cheung’s business acumen and insight, stemming from her strong background across such advertising agencies as BBDO Worldwide, Saatchi & Saatchi and Brandtone, and international network channel FOX Networks Group Asia, where she led multiple multinational projects and engaged stakeholders across the globe.

How do you define innovation?
Oftentimes I’ve been told that recent innovations have all been gimmicky and flashy.This made me reflect on what innovation truly meant. And to this I would answer it in two words, “smarter solution”. Innovation should be about coming up with new ways that break the old method, bringing to light smarter and easier ways in achieving goals. Sometimes, less is more.

What is the most innovative PR or marketing initiative you've seen over the past 12 months?
Not to brag but in all honesty, I would say that our recent 5th wave COVID-19 response in Hong Kong is the marketing initiative that came first to my mind. We’ve seen many different approaches taken but to us we felt that simplicity is key in these moments. So we went back to the essentials, nothing fancy but a hotline that everyone could reach. We’re one of the first logistic companies offering free delivery to NGOs. The initiative was a great success as we were able to solve over 200 requests since it was opened.

In your opinion, which brands and/or agencies are most innovative in their approach to PR and marketing?
I’d say most of the brands and agencies on earth have demonstrated their innovation, professionalism and support to the community during the pandemic.

Describe a moment in your career that you would consider to be innovative.
If I must, I would say now because every stage in my career and all the experiences I’ve had has led up to this very moment. Asking “why not?” is a very important part of my philosophy, it enables me to challenge the status quo and pushes new ways of thinking, that’s how innovation happens. Our recent Lalamove global campaign (Make a Winning Move) took the approach of centralizing the big idea with production locally - has proven that global thematics and local adaptations don’t have to compromise.

Who do you admire for his/her approach to innovation?
Lady Gaga. I really admire her charisma and the way she carries herself. We live in a society bound by many unspoken rules yet she is unafraid to express and break the stereotype in her approach to innovation. Her hard work and dedication in music and art has proven the critics wrong and abolished the labels as a copycat of Madonna. She taught me to stay true to myself and you can become anyone you put your mind to.

How do you get out of a creativity rut?
Music. EDM or anything loud really. When I put on my headphones, I find it really helps with my focus and allows me to get away from all issues. I think that innovation and creativity can be stimulated from our senses. Some like to eat, and in my case music pulls me away from my tunnel vision and triggers new ideas.

What advice would you give to the PR industry around embracing innovation?
I hope everyone can see the beauty of the industry and how meaningful it is. Our work isn’t just about churning out a piece of writing in the form of a press release.We are the voice of the brand, the translators that bridge the communication between a company and its audience.

What would you be doing if you weren't doing your current job?
I think another me in a different universe would want to create her own social enterprise. One that connects investors and donors who want to support the community with the different NGOs around the world! Similar to what we are currently doing here at Lalamove, bridging different people together. I want to give back to the community with my expertise and in a non-profit way.

Which book/movie/TV show/podcast/playlist/other cultural source has provided inspiration over the past year?
Squid Game really stuck with me recently. Peeling back the stunning battle royal survival of the fittest plot, the show is actually reminding us about the virtue of showing kindness and this really connected. A kind heart will always bring out the good in us and help us overcome the challenges we face.

How would you like to see work culture, and the role of the office, evolve?
With how technology is evolving, I think office culture has definitely taken a big step in bringing flexibility into the workplace. But at the heart, I’m still a “come into the office” kind of person. I truly believe that physical contact creates a special spark and creativity, especially in the kind of work we do. Being able to work together side by side builds camaraderie and when it comes to innovation, the human touch is important. I love coming in and seeing the smiles on my teammates faces, something that can’t be replaced virtually.

How can the PR and communications industry harness innovation to make more progress on diversity, equity and inclusion?
PR and communications is definitely a great channel for driving diversity and inclusion. The key is to start from within, advocate and educate from within the organization and between peers. Once everyone is part of the movement, the external communication will come naturally and speak for itself.