Interview with Sally Maier Yip

 

Q&A with Sally Maier Yip, who joined Gong as an Account Manager in 2011. She left three and half years later to establish her own agency – 11K Consulting – which focuses on supporting Western luxury clients with their success in Chinese markets.

 

How did we first meet you?

After moving to the UK from Singapore it took me some time to establish my footing in the UK PR scene. While I navigated the differences between the two markets, I initially freelanced for Gong. To my delight, a permanent position came up and I was offered the job – I had already decided that Gong was an agency that shared my values and I immediately accepted.

What was it about Gong that appealed?

I immediately felt at home at Gong. Yours is a culture that was very reminiscent of the agencies I had worked with in Singapore – professional yet personal, and very international. Work that was not just UK-based definitely appealed to me.

What did you bring to the business over and above client service?

At Gong, everyone’s individual experiences are celebrated, no matter what your title is or position you hold. During our company away days and ‘best practice’ team learning sessions, I was frequently invited to present on the differences and opportunities of the Asian markets – helping and advising colleagues on cultural nuances that would make all the difference to a client pitch, for example.

What did you get from your Gong experience?

Undoubtedly, Gong helped me to build my career in the UK. You provided me with a solid foundation to understand how UK professionals work. I was given confidence and knowledge to advance to the next stage of my career. Also, by working on the global agribusiness, Olam, for three years, I really honed my global communications skills in several countries. I gained a profound respect for sustainability issues and food security and was proud of the work my clients did.

What skills did you hone at Gong?

I learned to deal quickly and calmly with important issues that could affect a global business. I learned the significant importance of planning and scheduling – if you are going to be effective across multiple time zones and with multiple stakeholders in one global business, you have to be on top of absolutely everything. This lesson has been invaluable when building my own business, but also in running my family alongside it!

What advice would you give to someone looking for a new comms role?

Look hard at the people working in the agency already. Do they feel like a good match for you? Do they share your values? A good agency will have staff that embodies its values and so people speak volumes.

Did working at Gong help crystallize what you wanted to achieve in your career?

Gong gave me the confidence to try new things and understand what clients really need. That was absolutely instrumental as I chose to set up my own agency and return to my Chinese heritage, enabling Western clients to ‘win’ in Chinese markets through personalised communications. I also deeply respect Narda (Gong’s MD) as a role model – someone able to integrate work with personal and family commitments.

And now?

I’m so proud that I am still in touch with Gong even after six years since being a colleague. I feel that we are able to continue to support and nurture each other – working at Gong is a real legacy position and I’m delighted to still be – to some degree – part of the family.

Sally Maier-Yip 叶运珍 is Founder & Managing Director of 11K Consulting 漫一传播咨询公司 , the UK’s leading China PR and comms agency specialising in helping Western brands target and attract Chinese high-net-worth-individuals, luxury consumers, and investors in the UK, China and HK. 


11K’s clients are in the high-end property development, interior design, architecture, and luxury lifestyle sectors, including: The Royal Institute of British Architects, HBA Residential, Burlington Arcade, Park Chinois, Lustica Bay in Montenegro, Remy Martin, and more.