BRAND experiential agency Uniplan has made two senior appointments with Pear Hsu rejoining the company’s operations in China and Tyron Menezes taking up the executive creative director role in Dubai.
Pear Hsu becomes general manager of Uniplan’s Beijing office, reporting directly to Judd Christie, the CEO of Uniplan Greater China.
Hsu will oversee strategic planning, team development, and business growth for the Beijing office. In her return to Uniplan she brings 20 years of experience in brand management and marketing from a career spanning the auto, telecom, technology, lifestyle and luxury, and finance sectors.
Together with our team, we will pioneer a new narrative of ‘Chinese innovation with global resonance.’ I look forward to co-creating boundary-breaking solutions with colleagues, clients, and partners, channelling Uniplan’s worldwide expertise to energise China’s market evolution.”
– Pear Hsu
Previously a key account director at Uniplan Shanghai, Hsu spearheaded partnerships with global brands including Huawei and Porsche. She later joined Pico Shanghai followed by Auditoire Hong Kong as general manager where she led market delivery of more than 200 international projects and 50 award-winning campaigns across Europe, the Americas, APAC and the Middle East.
Hsu holds a degree in Arts Management, which Uniplan says allows her to blend “cultural acumen with practical expertise to craft innovative brand experiences”.
“Her data-driven strategic approach and operational excellence have consistently generated measurable value for clients, while her ability to navigate cross-cultural complexities has cemented her reputation in global project delivery,” the company said in a statement.
Backgrounder… Christie steps up to Uniplan Greater China role
“It is both an honour and a homecoming to rejoin Uniplan,” Hsu said. “My experience collaborating with teams at Uniplan Shanghai taught me the transformative power of ‘reinventing brand value through experiences.’
“Moving forward, I will leverage North China’s rich cultural heritage and industrial resources to build a bridge between global networks and local business needs – grounding international perspectives in regional execution.
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Tyron Menezes joins as Executive Creative Director in Uniplan’s Dubai office. His expertise in experiential brand strategy, design, and creative leadership has been built over more than 15 years.
Menezes has previously worked with Nike, the UAE pavilion at the World Economic Forum, the UAE Prime Minister’s Office, and Dubai Future Foundation.
He was also Creative Director at PublicisLive where he delivered high-profile projects such as the Dubai Future Forum and the launch of Noor Energy 1, the world’s largest Concentrated Solar Power project.
Tyron’s ability to blend strategic creativity with immersive storytelling is exactly what the region needs as we push the boundaries of experiential engagement.”
– Safwan El Roufai, CEO of Uniplan MENA.
Uniplan said Menezes’ strategic brand development and positioning of Investopia resulted in a 67 per cent increase in global participation, establishing it as a major player in the future economy sectors of fintech, AI, and clean energy.
“Having worked together previously at Prisme International, where we brought to life groundbreaking projects across automotive, technology, innovation, and government communications, I have seen firsthand his talent for transforming complex narratives into powerful brand experiences. His leadership at Uniplan will be instrumental in driving our next phase of creative evolution in the MENA market,” El Roufa said.
