My Story

When I was growing up, my parents called me “the girl with too many questions.” I wanted to know everything. For every answer my parents gave, I replied with yet another “why?”

After all these years, my burning desire to discover the world around me has yet to cease. Rather, I continue to be fascinated by strangers and their behavior. I consider myself a professional “people watcher.”

At Boston University, I selected Advertising as my major and it was the best decision I’ve ever made. While my friends were writing lab reports, I did what I love the most – asking questions.

I am…Inquisitive. Passionate. Engaging.

Persistent. Optimistic. Driven. Open.

A connector. A visionary. A communicator.

When others see a roadblock, I see an exciting detour.

“Presents like a pro, writes beautifully, poised, mature, interesting and has common sense. This woman is a keeper and a pleasure to work with. I

recommend her highly.”

“Liana fit in wonderfully with the team, and performed very well. She was a very quick study and showed

improvement too as she moved from one task to the next. Furthermore, Liana was not afraid to voice her

opinion – which is refreshing from a junior member in this marketplace.”

The Research

1,928 surveys, 40 focus group participants, 18 in-depth interviews, 130+ secondary sources.

The Discovery

The target is a generation accustomed to instant gratification. They only focus on content that interests them in relevant media, and they still look for guidance when making key decisions.

The Strategy

State Farm’s agents surpass modern technology by knowing their clients and taking care of them. Unlike its competitors, State Farm maintains personal relationships with its customers through their agent model. Our campaign emphasizes the benefits of the personal agent and reminds the target of their frustrations with automated services.

Our call to action: “Upgrade to Human.”

Boston University College of Communication – Boston, USABachelor of Science in Communication, 2011 (Major GPA: 3.34) Concentration in Advertising, Liberal Arts Concentration in Chinese Activities:

Account Executive, Ad Club 2009 - 2010AAF National Student Advertising Competition 2009 - 10

London Internship Programme - London, United Kingdom, Summer 2010Studies in Advertising in the U.K. and European Marketing Strategies

Account Planner, AdLabBoston University, Boston, USA, Sept. to Dec. 2010

Formulated a creative brief and debrief through research, focus groups, and insightful analysis for The Howard Thurman Center at Boston University

Account Executive Intern, The Next DoorLondon, United Kingdom, Jun. to Aug. 2010

Facilitated client services team with new business research tasks and the preparation of client presentation materials

Account Executive, AdLabBoston University, Boston, USA, Jan. to May 2010

Managed a creative team to produce promotional materials for Boston University Medical Center’s Department of Anatomy and Neurobiology

Intern, The Brand UnionHong Kong, May to Aug. 2008

Assisted senior strategist with research tasks relating to live projects and gathered current information to create reports on trends relating to clients’ industries

Experience

Education

CURRICULUM VITAE

Digital Marketing:

Recruited high-qualified individuals for hard-to-fill positions with the Clinton Health Access Initiative using an AdWordsgrant from Google

Research:

Facilitated focus groups, interviews, and surveys for AdLab, National Student Advertising Competition, and various projects. Familiar with SPSS, Mintel, MRI+, Qualtrics, and Survey Monkey

Client Services and Office Administration:

Formulated weekly call and status reports for AdLab and organized an agency party of 60 guests for The Next Door.

Computer:

Proficient in Microsoft Word, Excel, PowerPoint, Outlook; working knowledge of Macs and PCs

Languages:

Fluent in English, Cantonese; Proficient Mandarin

Placed fifth in the AAF National Student Advertising Competition in 2010

Awarded Best Client Service in AdLab

Formulated an award winning policy proposal to reduce child poverty

Skills

Accomplishments