News

Asia-Pacific expert, Zoe Liu
joins Firefish as Associate Director

We are delighted to announce the arrival of a new cultural strategist to the business in our London team. Allow us to introduce you to Zoe Liu who has joined us as an Associate Director.

Zoe is a specialist in bringing together deep human understanding and cultural insight to solve client’s big brand challenges. She joins us from Basis where she set up and led their semiotics and cultural strategy unit, working on clients as varied as Twitter, BBC, and The GSM Association.

Speaking Chinese and Japanese, Zoe is also an expert in illuminating the cultural nuances of the Asia-Pacific region, helping clients understand how they can be applied as part of a global strategy.

Zoe says of why she chose to join Firefish:

“I was really excited by the way Firefish approaches cultural strategy – combining the macro, big picture view with the detail of human experience through deep qualitative understanding. I love working on those big, exploratory challenges with clients, making sense of it all and delivering a vision and a way forward, just like Firefish are already doing with their clients on these sorts of projects”.

Fran Alberry, Head of Cultural Insight at Firefish, adds:

“I’m so happy to have Zoe on the team. Her work on big, global semiotics and cultural strategy projects, her deep understanding of the Asia-Pacific region, and her expertise on Diversity & Inclusion studies across sectors are a great fit for our team, as we continue to help clients understand the world their brands exist in, helping them better serve the people that interact with them”.

If you want to congratulate Zoe, or talk to her about a specific challenges that you are tackling – perhaps with a focus on APAC – then please do just drop us a line.

zoe liu apac expert & cultural strategist

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