Lucy McCabe

Managing Partner, Asia,
Ogilvy Consulting

As Managing Partner, Asia, Ogilvy Consulting, Lucy specializes in identifying growth opportunities for brands, driving marketing transformation, and wrestling complex problems into simple solutions. She loves creating teams that bring together different skillsets and cultural experiences to deliver solutions that can work across markets. Lucy works on transformational strategy for global brands including American Express, Diageo, Ericsson, Nokia, Nestle, MSD, GSK, Levi Strauss, and Unilever. With over 18 years of experience in Asia, Lucy adds expertise in marketing as she has been at the forefront of the transformational change in the industry. Prior to Ogilvy Consulting, Lucy worked in the early days of digital with roles in consulting and at Vodafone. Lucy has has led transformation projects for brands in the fields of IoT, mass personalization, services innovation, channel innovation, systems delivery, brand reinvention and omni-channel customer experience. Lucy holds a Master’s in Theology and Philosophy from the University of Oxford.