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Katy Xu is BBC Advertising’s regional director for Hong Kong, Greater China
MUMBAI: BBC Advertising, part of BBC Worldwide, the commercial arm of UK pubcaster the BBC, has announced the appointment of Katy Xu as regional director for Hong Kong and Greater China.
Xu will be responsible for BBC Advertising’s business in Hong Kong, Taiwan, Macau, Philippines and China, and starts with immediate effect.
Xu will be based in Hong Kong and report to senior VP sales Asia Sunita Rajan.
She joins BBC Advertising from Eurosport Asia Pacific where she was regional account director (Greater China, Thailand and Singapore) for two years.
Previous to that, Xu was regional sales manager for both Greater China and South East Asia at Microsoft Advertising, and regional account director (Asia Pacific) for MTV Asia. She has also held sales roles at Lycos Asia and ChinaQuest Software.
Key achievements over her past 12 years of international media background have included helping major Chinese brands such as Haier and Huawei launch their first ever international advertising campaigns – Haier sponsoring MTV Asia Awards in 2006, and Huawei (device) sponsoring the broadcast of London 2012 on Eurosport.
Rajan said: “With vast experience in both pan regional TV and digital, having worked with global media companies such as Viacom, Microsoft Advertising Solutions and most recently Eurosport, Katy is well poised to drive growth for our business from these markets with her expertise in multi-screen and content solutions Ad Sales and her added knowledge and fluency in Mandarin.”
Xu said, “I am delighted to have joined the BBC Advertising team, and am looking forward to working with businesses in Hong Kong and Greater China to promote their goods and services alongside some of the world’s best, most watched and most trusted content.”
She moves into the role vacated by Michael Rees, who has relocated to Singapore as BBC Advertising’s regional director for Singapore, Korea.
MAM
BLS International launches #VisaReady campaign to guide applicants
Initiative targets visa myths, delays and rejections with practical guidance
MUMBAI: Visa woes may soon meet their match because paperwork, it seems, is finally getting a user manual. BLS International has rolled out a new awareness drive, #VisaReadyWithBLSInternational, aimed at simplifying the often confusing visa application process and reducing delays caused by misinformation and incomplete documentation. The campaign, led across social media platforms, zeroes in on a long-standing pain point for travellers: lack of clarity around procedures, timelines and requirements. By offering step-by-step guidance, documentation checklists and clear Dos and Don’ts, the initiative attempts to turn what is typically a stressful process into a more predictable one.
At its core, the campaign also seeks to bust common myths that frequently derail applications issues that often lead to avoidable rejections or last-minute complications. The idea is to equip applicants with practical, actionable insights so they can plan better and submit stronger applications within expected timelines.
The push will not remain limited to digital channels. BLS International plans to extend the initiative across its Visa Application Centres globally, reinforcing awareness at key touchpoints where applicants engage with the process.
BLS International joint managing director Shikhar Aggarwal framed the campaign as more than a communication exercise, emphasising the company’s attempt to embed guidance and preparedness into every stage of the applicant journey.
Operating in over 70 countries and working with more than 46 client governments including embassies, consulates and diplomatic missions, the company has built a sizeable footprint in visa and consular services. With this campaign, it is now leaning into education as much as execution, signalling that in the world of visas, clarity might just be the new currency.
