Terry Chiang | The Innovator 25 Asia-Pacific 2023

Terry Chiang

Managing Director
Golin Taipei 


Find your passion and purpose, then be real and stay true to yourself.”

Disrupting through DEI, Terry not only shapes the PR landscape in Taipei, but that of the region too. As MD of Golin Taipei, Chiang has built an inclusive culture that features innovative approaches to allyship, best reflected in her tireless work for Taiwan Pride. In addition, Chiang’s work as Golin Asia-Pacific’s DEI Council leader, has seen her help oversee a series of groundbreaking campaigns, including the AIDS Avatar effort which recently took second place in the SABRE Awards Asia-Pacific Best in Show rankings. 

How do you define innovation?
Having the courage to break the (communications) boundary and challenge the status quo in order to make positive change. Bravery over mediocracy.

What is the most innovative PR or marketing initiative you've seen over the past 12 months?
DiversiTree Project by Bayer

In your opinion, which brands and/or agencies are most innovative in their approach to PR and marketing?
Martel with the whole campaign around Barbie

Describe a moment in your career that you would consider to be innovative.
In end of 2022, when we launched the AIDS Avatar Campaign with the first mobile game aiming for HIV education and anti-discrimination. The mobile game, "Love: To Say or Not To Say”, aim to have people feel true empathy for people living with HIV in order to create change for better lives. After the launch of the game, we received positive comments about the game and also appreciation notes from the community of HIV.

Who do you admire for his/her approach to innovation?
Jensen Huang of NVIDIA. Technology-enabled innovation is something that inspires me. He's also a people's person with a lot of charisma.

How do you get out of a creativity rut?
As a ENFP person, I got my energy from meeting and chatting with people. So if I suffer creativity rut, I will try to break my routines and go shopping in the wet market (traditional market) and cook a big meal for friends and family.

What advice would you give to the PR industry around embracing innovation?
Find your passion and purpose then be real and stay true to yourself. Be the observer of the details in life to find the sparks.

What would you be doing if you weren't doing your current job?
Probably an English teacher, an entertainment director on a cruise line or a stand up comedian. I enjoy creating a happy environment.

Which book/movie/TV show/podcast/playlist/other cultural source has provided inspiration over the past year?
"The Road Not Taken," the poem by Robert Frost Despite all different discussion and interpretation of this poem, it inspires me to have courage and always accept the realities of life.

How can the PR and communications industry harness innovation to make more progress on diversity, equity and inclusion?
Be the change you want to see. Implementing an "inside out and outside in" strategy. Find the core DEI value of the company, leveraging societal trend and work on bold ideas with the industry and with the clients.