CY Lu, Founder & Managing Director

With nearly 30 years in PR, CY Lu has built his experience across Taipei, Tokyo, and Shanghai, making Shanghai his home since 2004.  An award-winning strategist, he led Johnson & Johnson China's 2008 campaign to PR Awards' Employee Communication Campaign of the Year, while with Ogilvy PR. He founded Anchor PR to create a boutique agency where strategic thinking, creativity, and personalized client service always come first.  CY holds an MA from The Fletcher School, Tufts University and a BA from National Taiwan University. When he's not building brands, he's a certified PADI rescue diver, always ready for new adventures. 

With over two decades in marketing and communications, Joyce has led brand portfolios for Fortune 500 companies and tech start-ups—steering full-scale rebrands, 3,000-delegate summits and a multi-channel campaign that turned an unknown Nordic clean-tech newcomer into a household name in China’s new-energy sector.   Since joining Anchor PR in 2015 she has partnered with iconic global brands to conceive and execute high-impact China PR programmes, while maintaining unrivalled media reach and influencer alliances. A veteran bilingual interviewer, Joyce’s guest list spans Academy Award-winners James Cameron and Zhang Yimou, as well as superstars Andy Lau and Tom Cruise.   She holds a B.Eng. from East China University of Science and Technology, completed an exchange semester at Pepperdine University in the United States, and earned her MBA from Tsinghua University. 

Effy brings a sharp strategic mindset and hands-on experience in brand communications, event management, and media relations. Since joining Anchor PR in 2020, she has managed multi-channel campaigns and high-profile brand events—spanning technology, entertainment, education, automotive, and maritime sectors—securing coverage from top-tier national media and KOLs. Effy excels at crafting compelling brand narratives and managing complex projects with precision. Her expertise in content development and media partnerships has helped clients achieve standout visibility and sustainable audience growth. She holds a Bachelor’s degree in Economic Law from Shanghai University of Finance and Economics.