Shuqi Fu

Senior Brand & Communications Director, Global SK-II
P&G

Singapore

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“The best opportunities lie sometimes in what others say can’t be done."

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P&G stalwart ShuQi Fu heads up the global brand communications for the FMCG’s multi-billion-dollar global prestige beauty brand SK-II. Here, she builds relationships with regional and global publishers, influencers and key opinion leaders, and leads diverse teams across 11 markets orchestrating the brand’s most-watched campaigns. She also sits on the steering committee for SK-II’s sustainability efforts. 

To Fu, innovation is a spirit, not just a moment in time and it’s something she seeks to embody every day. The result of this spirit is a series of award-winning campaigns and influencer programmes including #ChangeDestiny campaigns, Face The Camera with National Geographic, Bare Skin Chat with James Corden and World PITERA Day. 

Before her role at SK-II, Fu managed corporate comms for P&G in Asia and led brand communications for P&G beauty and grooming in Singapore, Malaysia and Indonesia. 

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How do you define innovation?
Innovation is a spirit of embracing and engaging on diverse possibilities and pushing the boundaries of what's possible. The best opportunities lie in sometimes what others say can't be done.

What is the most innovative PR or marketing initiative you've seen over the past 12 months?
I loved watching the Bella Hadid viral spray-on Coperni dress moment

Describe a moment in your career that you would consider to be innovative.
To me, innovation is a spirit, not just a moment in time. It is everyday.

Being innovative comes from embracing possibilities every day, thinking differently and pushing boundaries to make 1% better everyday. It does not always need to be that breakthrough 10X idea but its the 1% better process that counts.

From World PITERA Day, to bringing to life our brand purpose #ChangeDestiny over the years with multiple campaigns, or bringing to life new social models, innovation is not a moment but a spirit.

Who do you admire for his/her approach to innovation?
Ted Serandos

How do you get out of a creativity rut?
I would escape into a yoga session, a Netlix show, or even into my social media feed. Also now that travel has opened up,

What advice would you give to the PR industry around embracing innovation?
Being innovative comes from embracing possibilities every day, It does not always need to be that breakthrough 10X idea but it's the 1% better process and iterating that counts!

What would you be doing if you weren't doing your current job?
A journalist or a literature professor! I loved studying literature in college...
 
Which book/movie/TV show/podcast/playlist/other cultural source has provided inspiration over the past year?
Atomic Habits, James Clear; Immersing in social media sites- Little Red Book, Tiktok, Bilibii in China;

How can the PR and communications industry harness innovation to make more progress on diversity, equity and inclusion?
As we come together as a PR and communications industry, we can further harness innovation in digital--social media, livestream, and even unique ways of leveraging the metaverse to spark conversation and reach engage with an even larger audience on these important topics.