Rachel Xu is the Social Creative Director for APAC at MediaMonks. For close to her decade, she has shaped campaigns for Fortune 100 and FANG companies with a focus on creating work that respects the unchanging power of storytelling, bears the zeitgeist of the present, and aspires to make a positive impact for society. Her work has been recognised at Spikes, Effies, Awwwards and Cannes. In recent years, she’s also been passionate about building inspiring and inclusive team cultures wherever she lands. Her cross-disciplinary teams constantly push the envelope in delivering work that provokes thought, questions perceptions and shifts behaviour.