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Freeman China hires Sally Lu as new MD

Freeman China’s new MD will oversee operations across Shanghai, Beijing and Guangzhou.

Live event and integrated brand experience company, Freeman, has announced the appointment of Sally Lu as Managing Director of Freeman China. Before Freeman, Lu held the same position at Uniplan, where she progressed up the ranks with its China business.

Lu replaces Dionne Holder, who had been with Freeman China since 2016 and played a key role in building the company into a leading agency in the market today. Holder will be moving to a client service role within Freeman in North America.

“It is with a heavy heart that I say goodbye to this country where I have been living for over 20 years. The team at Freeman China are some of the best people I have worked with, and I look forward to staying connected as I move into a new role,” said Holder.

Freeman says Lu’s rich experience across both above-the-line (ATL) and below-the-line (BTL) agencies bring insights, expertise and solutions that Freeman’s clients require to “excel on an international level”.

Her strategic outlook and sharp business acumen when spearheading Uniplan’s growth over the past few years helped to reposition the business from an exhibitions company to a reputable brand experience agency in the market.

Lu began her career as a financial analyst and eventually went on to work at both ATL and BTL agencies, building strong partnerships with brands from various industries including technology, media, telecommunications, luxury automotive, pharmaceutical as well as top-tier consumer brands.

Lu will report to Debbie Evans, Managing Director, Asia Pacific, overseeing operations across Freeman’s three China offices in Shanghai, Beijing and Guangzhou.

“I am excited to welcome Sally to the Freeman team. Her appointment reflects our commitment to our clients to create the best brand experiences for them to achieve their business goals. Her leadership and expertise will greatly strengthen our operations in the region,” said Evans. “I would also like to thank Dionne for her incredible work and contribution to the China business and wish her all the best as she begins a new chapter in the US.”