Polka Yu

Deputy APAC President
BCW

Hong Kong

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“Don’t be limited by the definition of PR. It doesn’t matter if the tactics are defined as PR or advertising or e-commerce. As long as the tactics serve the purpose, we can use them."

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Critical to the success of BCW Asia-Pacific post-merger has been Polka Yu, who was promoted to deputy president APAC in 2021 in recognition of how she’s contributed to the growth of the business to date. In just four years, she’s taken what was a minimal creative presence of a handful of designers and championed the growth of an award-winning powerhouse of an integrated comms team, now numbering some 64 creative professionals combined with a robust PR lineup. In short, she’s changed the face of BCW as a traditional PR agency forever. At the same time, she’s contributed some significant new business wins. 
A true business leader, Yu has also been active in promoting BCW’s people-first strategy and advocated for a workforce given the flexibility to fulfil career aspirations and family responsibilities. 

Throughout her career which has spanned the UK, Beijing, Shanghai, Guangzhou and Hong Kong she’s been responsible for media-training some real high-hitters from leading global businesses and organisations, including Amazon China’s CEO and the senior leadership team of the Singapore Economic Development Board. 

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How do you define innovation?
Challenge people's existing perception on what can be done and/or how it can be done. Unexpected but effective ways to achieve results.

What is the most innovative PR or marketing initiative you've seen over the past 12 months? One of the
Cannes Lions finalist this year - the morning after island campaign.

In your opinion, which brands and/or agencies are most innovative in their approach to PR and marketing?
Ogilvy advertising, Grey... many of them do very creative work. But in the past 12 months, i have been most impressed by several local studios based in Thailand. Their works are full of imagination and powerful emotions.

Describe a moment in your career that you would consider to be innovative.
I started my career in PR industry, after I studied advertising for my master degree. Very early on, before integrated marketing became a buzz word, I practiced the approach to blend advertising and PR tactics. About 15 years ago when I was a junior in the PR agency, I was trained to be the best storyteller. I raised my hand and asked all my seniors - why do we have to be limited by the role of telling stories (after client and other creative agencies have already decided what they do, and then hand it over to PR agency at much later stage into the campaign planning to "tell" public about the story). The best we could do is to "tell" better. We don't get to decide the "action" itself. Why can't we start with ideation of the story itself, help client to create/action that story, and then we tell the story. I summarized it as "story-doers" as opposed to "storytellers". I was lucky that several clients gave me the opportunity to experiment this approach, which led to successful campaigns. That was several years ago. Today it has become a much more commonly adopted approach.

Who do you admire for his/her approach to innovation?
Too many.

How do you get out of a creativity rut?
get on youtube, watch videos on subjects I'm the least familiar with. That takes me out of my usual ways of thinking.

What advice would you give to the PR industry around embracing innovation?
First, don't be limited by the definition of PR. It doesn't matter if the tactics are defined as PR or advertising or e-commerce. Study how advertising agencies work, how digital agencies work, or how creative studios work. Know as many as possible tactics. As long as the tactics serve the purpose, we can use them.
Second, after we know how to use many tactics, don't get lost in them. Always come back to the story - what is the story here? Only when we have an authentic story, the campaign has a heart.

What would you be doing if you weren't doing your current job?
Interior designer, actress, gardener, novelist, the list goes on. All can be very fun as long as we are creative.

Which book/movie/TV show/podcast/playlist/other cultural source has provided inspiration over the past year?
Too many
 
How would you like to see work culture, and the role of the office, evolve?
BCW is a great place to work at. What I really appreciate - the strive for excellence, the curiosity of mind, the courage to try new things (and be brave enough to accept that not all experiments work out exactly as planned), and the willingness to work harder for greater results.

How can the PR and communications industry harness innovation to make more progress on diversity, equity and inclusion?
Look more at the idea and work itself.