Lu Heng

“We used to be born into a community and seek individuality. Now we are born individuals who long for our own community.”

Heng leads the Insights & Analytics team in China at WE Red Bridge, drawing on eight years of in-depth experience leading  research, strategy and brand positioning for Starbucks, Yili Dairy, Diageo, Nike, KFC, Google, Airbnb, Beats by Dre and Unilever. Before his career in brand strategy, Heng had a brief stint in broadcast media.

Heng's main interest is in how technology impacts the identities of individuals, which leads him to take a digital-first approach when undertaking any branding strategy and research program. Heng holds a dual-honours degree in Anthropology and Media.