BCW (Burson Cohn & Wolfe) has hired Cassandra Cheong as Singapore market leader and Jeffrey Yu as Shanghai market leader.
Cheong brings more than 25 years of experience in providing strategic and creative communications to government organizations, global brands and startups. Before joining BCW, Cheong served as managing director of Asia Pacific at The Hoffman Agency, and before that was deputy Beijing Market Leader and managing director of the brand marketing practice at Burson-Marsteller. Prior to joining Burson-Marsteller in 2007, she was regional PR manager at HP Asia-Pacific and Japan for six years, overseeing consumer communications.
Yu has more than two decades of experience in integrated communications. Before joining BCW, he was Senior VP at 180 Digital Inc., responsible for business operations and business development. Before that, he served as Managing Director of J. Walter Thompson in Beijing where he pioneered new internal processes and client solutions. Earlier in his career, Yu was VP of marketing, strategy and planning for Galaxy Entertainment Group in Macau, managing director of Pegasus Communications in China, and account director at Ogilvy Taipei. He began his career as a broadcast journalist in Taiwan.
“There was considerable competition in the industry to secure the services of Jeffrey and Cassandra, and I am thrilled for our team and clients that they both chose BCW,” said Matt Stafford, President, BCW Asia Pacific, to whom both Yu and Cheong report. “They represent the type of changemakers we are attracting at BCW, equipped with integrated communications expertise and people-first leadership to help us drive our bold regional growth strategy – a strategy that has already produced double-digit revenue growth for BCW Asia Pacific in 2019 over the previous year.”