Abby Wong is an award-winning creative strategist with 18 years of experience across communication, digital transformation, and marketing innovation. Known for solving complex brand challenges, she drives both business growth and positive social impact.

Beyond brands, Abby champions industry progress. She mentors talent, contributes to award juries and panels, and pushes for higher creative standards. Her passion lies in inspiring collaboration and forward-thinking innovation.

Since joining Initiative (IPG Mediabrands) in 2020, Abby has helped reshape China’s media strategy, guiding the agency through disruption to emerge as a top contender. Most recently, she launched Media Lab, a think tank offering creative services, CX design, and social activation—expanding the agency’s scope beyond media.

Abby believes in ‘collective progress’, seeking to advance the creative industry through shared growth and sustainable practices. Her initiatives include:

Young Lion Academy: mentoring the next generation of talent

Sustainability Task Force: driving responsible advertising in China

Active industry engagement: championing collaboration and excellence

For Abby, creativity is more than craft—it's a catalyst for progress and meaningful change. She joins the Cannes Jury to celebrate ideas that not only inspire, but also move the world forward.