Women to Watch 2024: Vivian Liu, DeVries Global

Vivian Liu

Managing director
DeVries Global
Taiwan

As the managing director of DeVries Global’s Taipei office, Vivian Liu has done what few have: building a business from the ground up. Her agency’s impressive win-rate of above 70% and strong Net Promoter Score of 8.7 amid a challenging environment underscore the strategic foresight that has made DeVries Global a successful partner to global brands like 3M, Heineken, and Mercedes-Benz.

Liu’s career began in 1994 at Compass PR Taiwan, where she honed her skills working with prestigious clients such as Airbus, Kodak, and Estee Lauder. Her creativity and strategic acumen were key in shaping brand images for her clients. By 1997, she was heading communications at Kodak, overseeing PR, advertising, and marketing and playing a pivotal role in elevating the company’s image in Taiwan.

After managing global brands at Avon Taiwan, Liu returned to Compass PR as vice president, but it was her next move in 2012 that would change the course of her career. Launching DeVries Global in Greater China, she revolutionised the PR agency model by integrating digital media, influencer marketing, and brand asset production into the firm’s offerings. 

Her ability to inspire her team is equally remarkable. Her innovative ‘Boss of the Month’ programme has become a cornerstone of DeVries Taipei’s success, allowing junior team members to take charge of cultural initiatives and organisational decisions, strengthening their sense of ownership and nurturing the agency’s future leaders. 

Liu is also staunchly committed to creating an inclusive workplace where everyone has equal opportunities, regardless of race, gender, or background. She personally leads participation in Taiwan’s Pride Parade and eco-friendly team-building days, embedding DEI into the agency’s DNA. Her efforts have garnered a stunning 9.5/10 rating from employees for fairness and inclusivity.

Through her EMBA studies and philanthropy in rural Taiwan, Liu continues to expand her horizons while giving back to her community through sports and talks for students. Her leadership journey continues to inspire the next generation of communicators, proving that success is not just about achieving results but rather about empowering others to do the same.