Claudia Low, the regional creative content director of digital marketing agency Lion & Lion, is one of the winners of ‘Empowered Women in Agency’. The recognition initiative, Empowered Women Awards 2023, is MARKETECH APAC’s inaugural effort in recognising outstanding female leaders in the industry.
Claudia has been with Lion & Lion for a little over 6 years. She started with the Southeast Asia-focused company as regional head of creative content, and only recently in 2022, moved up positions to be its regional creative content director. Prior to this, Claudia has molded her creative prowess, sinking her teeth in a wide range of roles that include experience in content, editorial and digital marketing.
Being the sole female regional director of creative content
As a region-wide agency, Lion & Lion’s leadership structure births a number of counterparts in service of different markets. Within the creative directorial role, Claudia stands as the only female leader.
The unique set-up of her position alone makes her an empowered woman, representing the female strength of the creative force. In the year 2022, Claudia’s exceptional leadership and guidance have played a pivotal role in securing Lion & Lion’s most significant business wins to date. Her contributions have been instrumental in securing accounts such as Mars Petcare (Pedigree, Cesar, Temptations & Pedigree Pro) for Singapore, and Mars Cool Air and Seek Asia in Indonesia. She has also contributed to several wins in Malaysia, including BigPay, Guardian, SunQuick and AIA. Claudia’s expertise and guidance to the team have also been critical in securing and maintaining major retainer accounts on a regional and global level, such as Emborg, Kellogg’s and KODAK Lens.
In the campaign level, meanwhile, Claudia’s creative direction gave way for the development of award-winning campaigns. These included Raya Ni Saya Rindu campaign and the Chopsticks of Roaring Fortune Chinese New Year film for 2022. More notably, Claudia lends a pivotal contribution in the special film to launch the agency’s film & content studio.
Shaping Lion & Lion’s agency branding and communications strategy
As a digital outfit that polishes entities’ branding, the same is also a challenge to the agency itself which has already undergone a number of business pivots, hence changes in the agency’s communications.
Claudia has been instrumental in structuring Lion & Lion’s agency branding and communications strategy. When it was acquired by Septeni in 2016, she aided the agency’s rebranding effort, and in 2022, she took over the communications department to create the MarComms team, overseeing all regional markets.
As a result of driving the agency’s branding initiatives, Lion & Lion’s branding flourished in 2022, with the main social platform of the agency, LinkedIn, surpassing its target of 30,000, and increasing the number of lead-generating posts to 100+, double the number from 2021, resulting in 55,000 impressions.
Embodying new-era leadership
Claudia strives to be a new-era leader by being a true visionary, exercising a perfect blend of expertise, creativity, and heart. Despite being the only female creative lead at Lion & Lion, Claudia has proven herself to be an exceptional leader, commanding respect and admiration from her colleagues and clients alike.
Regional Chief Creative Officer of Lion & Lion, Cheelip Ong, describes Claudia as a person who strikes a delicate balance between sure-footed assertiveness and bringing a fresh breath of air in boardroom conversations, making her a true force to be reckoned with.
Claudia keeps a consistent eye on how content is moving in the new era. She believes that content is evolving beyond just words and is now including moving visuals, gamification and AI. As the digital landscape evolves, the creative leader is constantly exploring how these areas can drive content in brave new ways, and is now mentoring her teams on how to take advantage of these evolving technologies.
“True empowerment comes when every individual is given the space to fully realise and express themselves, without fear or hesitation. There shouldn’t be a limit to what we can accomplish,” remarked Claudia.
Aside from Claudia, check out who else made it to Empowered Women Awards 2023 Winners’ list.
