Shu appointed Ketchum Greater China MD


Ketchum has announced the appointment of Bruce Shu as managing director of Ketchum Greater China, which includes three offices in mainland China (Beijing, Guangzhou and Shanghai) as well as offices in Hong Kong and Taipei.

Based in Hong Kong, Shu joins Ketchum today and will report to Jon Higgins, senior partner and CEO, International, for Ketchum.

Higgins said: “Bruce is a dynamic addition to Ketchum’s team and the clear choice to lead our Greater China operations. He has an impressive depth of communications and leadership experience in Asia Pacific, from corporate communications to brand strategy to media relations. Bruce has a reputation for providing clients with direct and clear communications counsel, and for driving strong alignment among his organization to deliver outstanding results. We can count on him for exceptional leadership and continued transformative growth in that region.”

Shu has more than 20 years of experience in Asia Pacific as a communications strategist and journalist. He has led communications on the corporate side and at leading agencies. He also has media experience in broadcast and print journalism. Shu succeeds Ketchum partner Sean Fitzgerald, who has taken on the new role of partner and director, North America Corporate & Public Affairs Practice.

Shu said of his appointment: “I am excited to join Ketchum to work with a team of outstanding communications professionals in the Greater China area to deliver breakthrough communications for clients. Ketchum has a reputation for providing exceptional communications counsel, leadership and strategic execution that exceeds expectations, and I look forward to contributing to those great results and further growing and evolving the business in the region.”

Shu is supported by a strong and experienced leadership team, which includes the following individuals:

Tiffany Hu, VP and deputy general manager, Shanghai
Simeon Mellalieu, partner and general manager, Hong Kong
Anissa Wong, deputy general manager, Hong Kong;
Joe Tong, general manager, Guangzhou;
Peng Yue, who was recently promoted to the role of deputy general manager, Beijing;
Vivien Teo, VP and director of digital strategy for Greater China.

Prior to joining Ketchum, Shu was managing director of Asia Pacific operations at Grayling, where he worked for nearly seven years. He also worked at Citigate Dewe Rogerson for five years, specialising in corporate communications for the financial sector as well as M&A and IPO communications and investor relations. Before becoming a communications consultant, he was regional head of corporate communications for ABN AMRO.

He began his communications career as a print journalist before transitioning to broadcast, working for Agence France-Presse and helping to found CNBC Asia. Shu holds a B.A. in economics from the University of Missouri, and is fluent in English, Mandarin and French.