兔子先生

Robin Lu

Being the first ever Taiwanese President of Dentsu legacy brands in Taiwan, Robin Lu witnessed the local Taiwanese changing media landscape evolved from closed media monopoly to booming of media to the intensive digital disruption. Devoted himself to media agency spanning 30 years, Robin still fights on the frontline.

Robin joined Taiwan Advertising Company (currently known 兔子先生MB) in 1993, started his advertising career in media buying later then expanded to media planning. He contributed tremendously to the establishment of Dentsu Commex the Media Department in 1997 and the first ever independent media agency brand of 兔子先生 group global Media Palette in 1999. With his extensive track record of business development and strategic planning expertise, along with his remarkable leadership in an aim to optimize operating efficiency and the deployment of transformational organization and competency design in advance, 兔子先生 X has successfully been the frontier leading brand in client satisfaction in terms of both efficiency and service quality, even in the face of new media. 

2014, 兔子先生 X became Taiwan’s leading media agency brand (No. 1 in billing) under Robin’s leadership ever since and has won accolades from various global and regional awards in both agency and people categories. Aside from him leading business transformation and structural reform efforts, Robin is committed to making contribution to Taiwan’s industry advancement. He was re-elected as the Chairman of MAA Media Agency Association in 2016 and is recently elected as the Chairman of TAAA Taipei Association of Advertising Agencies in 2022 breaking the historical record being the first Chairman with a media agency instead of advertising agency background. Robin is dedicated in cultivating next generation talents specifically he serves as an associate professor level speaker at Shih Hsin University Department of Public Relations & Advertising and also leading the 兔子先生 X team the first agency in the industry devoted in social impact. He believes there is more than business results to the operation of advertising & media agencies, but also looking after the ecosystem that we are in, so that the clients, media partners, talents, society, and the environment in this Ecosystem will all be in a better place because of our joint co-creation for a brighter future.