Juror Spotlight: Maggie Luo

Maggie Luo

Global Senior Producer, Oliver Wyman

With over 15 years of experience and professional enthusiasm, AIVA juror Maggie Luo’s productions include TV commercials, online contents, print photography, TV dramas, and feature films.

After a decade of working in the advertising industry in Beijing and in Hong Kong, she relocated to New York in 2017 as a global senior video producer at Oliver Wyman, a global management consulting firm. She is a founding member of the corporation’s Global Video Studio, managing a global creative team across 4 regions.

She strives to produce fantastic creative work through storytelling, and loves to be challenged, working towards whatever budget, market, or audience. Her recent works include campaigns for Nike, Siemens, and Carlsberg brands.

How does the video content market in China and Hong Kong differ from NYC?

As consumer behavior is different from place to place, the advertising and promotion environment is very different everywhere. In NYC, you will find subway ads changing rapidly almost every week, and the creative content is diverse (apart from celebrity endorsements). We see a lot of pure typography, illustrations, and animation incorporated. In HK and China, consumers are often more interested in celebrity engagement and endorsement, so I see a lot of brands approach movie stars or influencers to promote their image and product.

What top five brands are you following currently?

Nike, Apple, Bloomberg, IBM, & the Brooklyn Nets

What TV series are you in love with?

The Marvelous Mrs. Maisel on Amazon Prime.

What was your first job?

My first full-time job was a Production Assistant position at Television Broadcasts Limited (TVB), one of the largest television programming companies in Hong Kong.

What does a typical work day look like for you?

My typical work day is in zoom meetings with colleagues and clients across 4 global regions (Asia, Middle East, Europe, & Americas).

How do you approach the development of content for large brands like Nike?

Storytelling is the key—when I develop video contents, I always put storytelling first. I would make sure the brand story is conveyed with authenticity, with the right language and visual element. I want to make audiences feel connected and inspired.

What are your top three mobile apps this year?

The Weather Channel, LinkedIn, Instagram

What movie have you seen recently that surprised you?

Everything Everywhere All At Once

What are you looking for in the Communicator Awards this year?

I am honored to be a jury member again for this year’s Communicator Awards. I look forward to seeing the most talented creative video pieces from around the world.