40 Under 40 2024: Sofia Yip, Edelman

Sofia Yip

Head of brand and Gen Z Lab APAC lead
Edelman
Hong Kong

Sofia Yip dons the dual mantle of head of brand and lead of the APAC Gen Z Lab at Edelman. Having first joined the firm in 2013, she quickly rose through the ranks to become the youngest senior manager within two years. After a short stint working for another agency, Yip then returned to Edelman in 2019 and quickly excelled as a corporate reputation and crisis expert. 

Recognising her deft ability to blend creativity, strategy, and digital innovation through a corporate lens, Yip was promoted to the Edelman Hong Kong Leadership Team in 2022, leading the brand practice. Transitioning from the corporate world, she now spearheads brand marketing and communications, overseeing a team of over 20 professionals.

Yip's leadership in restructuring the team and evolving brand offerings to focus on marketing communications has secured key wins, boosting Edelman’s stature and business to previously unattainable heights. Among these wins was the 2024 retail bond campaign for Hong Kong Airport Authority, which culminated in significant multi-million dollar revenue.

Leading the Gen Z APAC Lab in an era of growing audience influence, Yip has organised in-market roundtables, produced annual industry reports, and showcased at forums with the help of 400 Gen Zers at Edelman, positioning the company as a leader in the industry. Yip built the Lab from the ground-up.

A transformative leader, Yip also consistently inspires her team to be vocal participants in the industry, such as holding notable chair positions at the industry association PRHK, winning industry competitions, and leading university talks.

In her role as DEI lead for Edelman Hong Kong, Yip has led multiple efforts aimed at fostering an inclusive workplace. She has promoted a culture that values diversity and accepts a range of viewpoints by organising open DEI talks and sponsoring LGBTQIA+ forums with NGOs and guest speakers. 

Yip is dedicated to strengthening the next generation and participates in local university programs outside of her work. She mentors more than 20 students at the Chinese University of Hong Kong, Hong Kong Baptist University, and The Hong Kong Polytechnic University, offering them academic and industrial insights to help with career planning and support for additional study.

Yip’s many professional accolades, combined with her industry contributions, make her a valued member of Campaign’s 40 Under 40 list.