This article was first published in Campaign.

After spending most of 2015 towards the top of Campaign and R3 New Business League, PHD APAC CEO Susana Tsui can look back at a job well done. She begun last year wit on clear objective: to increase new business.

Speaking with Susana, almost two and a half years after taking the reins from Cheuk Chiang, she unpicks the strategy that has seen the firm strive to punch above its weight.

“The first year was about setting ambitions, developing operations and setting the strategy for how we develop the network,” Susana says. “The second year was about building the brand and winning awards, both for creativity and effectiveness. Then last year was all about winning new business… the new business wins were tremendous, and to come on top of the New Business League pretty much all year was incredible.”

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