Women to Watch 2024: Catherine Zhu, Interone & DDB

Catherine Zhu 

Managing director
Interone & DDB  
China

Over the past 17 years, Catherine Zhu has advanced from account director to managing director at Interone China. A few years back, she played a key role in launching the agency’s Shanghai office. Her exceptional management skills enabled the Shanghai office's revenue to triple in a short period. In recent years, during a hard time with BMW Group, she played a crucial role in turning the situation around. Not only did she manage to secure a five-year revenue stream, but she also gained a valuable reputation in the market.

Zhu also demonstrates her exceptional strength in creative planning and business development. She has been working as a self-proclaimed ECD in her own team and has successfully secured several prestigious clients both domestically and internationally.

When Zhu travelled alone to Beijing to take on the challenging BMW Group pitch, she faced a team of complete strangers. However, she quickly won them over with her warmth and wisdom. Throughout her tenure, she has established long-term relationships with clients like Bosch and Michelin, with whom she has collaborated for nearly 16 years, as well as with BMW Group for over 18 years. Additionally, Zhu has successfully reduced the company's operating costs by optimising the supplier and partner network.

From 2023 to 2024, she led Interone in an internal ‘sense of belonging’ survey. For two consecutive years, the team achieved nearly perfect ratings in categories such as ‘recognised’, ‘respected’, and ‘sense of belonging’, with scores consistently ranking at the top within the Omnicom Group. Under her leadership, Interone has become a warm harbour for employees.

Zhu is committed to supporting employees with disabilities and helping them regain confidence in their lives. To promote DEI, she leads a platform which encourages employees to engage in open communication about DEI issues and make suggestions for improvement. She also initiated a programme aimed at reducing unconscious bias through training and awareness-raising activities. Furthermore, Zhu places special emphasis on women's career development. She established a programme which offers mentorship, customised courses, and internships designed to help women build self-confidence and develop the necessary skills for a strong foundation in their future careers.

In 2024, Zhu actively participated in a wildlife protection project, leveraging her skills as an adland professional. Through effective communication strategies and creative approaches, she encouraged couriers nationwide to recognise the importance of opening and inspecting boxes when transporting live animals. She also emphasised the necessity of wearing personal protective gear to prevent the spread of germs and infections. Her efforts received recognition from China National Forestry and Grassland Administration, China Express Association, and other organisations. 

Zhu began her career in the industry in 1996 as an account coordinator at Grey. She then moved on to work at agencies such as Saatchi & Saatchi, Publicis, and Young & Rubicam, before joining Interone in 2007.