Based in Beijing, Xiao Lun is an advertising veteran in mainland China. He is a renowned advertising creative director, strategist and TVC director, and was once even a spokesperson of a brand. Yet, just as he was flying high at the top of his game, Xiao Lun decided to return to university. In 2019, he was admitted to The Chinese University of Hong Kong (CUHK) Business School’s EMBA (Chinese) programme to seek structured learning. He wanted to catch up with the changes in the digital media era and propel his career to new heights.