Janny Sy

JUDGE PROFILE

Marketing & Communications Director, Asia Pacific

agnès b. HK

“I don’t work for fashion. I’m here living up to my dream,” reiterated Janny Sy.

Janny is currently the Marketing & Communications Director for Asia Pacific at agnès b., leading Branding, Retail Marketing, CRM and Visual Creative for Asia regions since 2017. Prior to this, she had a history of 16 years working at 4As international agencies – Saatchi & Saatchi, Ogilvy, Leo Burnett, Hakuhodo and DDB, provided strategic planning and 360 campaign implementations for several FMCG giants including P&G, Wrigley’s and Kao before she moved to in-house companies in 2013.

Within her past 22 years of experience, she had been working on global brands for Greater China and had lived and breathed with the mainland consumers during her 9 years stationing in China. At that time, she frequently travelled to more than 15 cities in mainland for market exploration and consumer insights journey.

The stylist Ms. Agnès once said “I am always afraid of fashion” and “I have never liked advertising”, the two fun, contradictory yet genuine quotes, which is the key encouragement to Janny who had never worked in fashion since forever, could be eventually motivated to “b. yourself” and devoted to her dream brand.

In 2019, she leaded the team to win the very first marketing award for agnès b. from Campaign Asia/CEI – the Silver winner of “Best Outdoor Event 2018” in APAC for the SPORT b. x ROC Graffiti Run 2018 event which best expressed all its brand values in terms of fashion, art, music and “give love”, well demonstrating agnès b.’s universe.