After an early training in a graphic design company, Su spent most of the next 20 years in major ad agencies.
She started in advertising as a trainee Art Director at Ogilvy’s and ended up as European Creative Director at Leo Burnett in 1995. Along the way she also directed TV commercials, pop-promos and made documentaries for the BBC.
In 2000 she joined Lateral, an award-winning ‘digital hot-shop’ as Creative and Planning Director, before starting her own company, ‘Crispy Thinking’, in 2005.
Much of Crispy Thinking’s work today involves working directly with clients at the planning stage to identify marketing opportunities and clarify key messages. The goal is always to create interesting and intelligent answers to marketing and advertising problems.