Publicis Communications SG names executive director for Luminous

Publicis Communications Singapore has appointed Zen Zhao (pictured) as executive director of its global experiential marketing arm Luminous. The consultancy provides creative event solutions and brand experiences with a strong focus on innovation. Marketing has reached out to Publicis Communications for additional information.

Prior to the appointment, Zhao was an events director at Hogarth & Ogilvy, where she directed global and regional work for brands including Tiger Beer, Huawei, Amazon, Twitter, CPF, and MOM. For the past 15 years, she has been working on a variety of large-scale conferences, trade shows, lifestyle events, and product launches. She brings with her knowledge in the planning and execution of integrated events, as well as technical background involving multi-media integration.

Meanwhile, Zhao said brand activation through events is a key part of integrated marketing. It allows brands to generate a physical presence to their target audience and give an opportunity to have an immersive brand experience. She said: “The whole process involves strategy, creativity, and detailed planning. Publicis Communications is the platform where I can tap into the highest calibre of talent in the market.”

Lou Dela Pena, CEO of Publicis Communications Singapore, said Zhao was picked for her “inherent understanding and passion for storytelling” via activation and events. “She brings the right level of creative ambition to the table and understands how to drive results for our clients,” Dela Pena added.

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