Our Proposition
Huí//Lüè is a fluid brand innovation consultancy.
We rethink and reshape businesses. Their marketing. Products & services, brands & communications.
It is called Huí//Lüè for taking a different approach to reach the goal, because we believe consultancy clients deserve MORE as well as BETTER.
Our Beliefs
MORE Creativity.
MORE Creativity.
MORE Creativity.
Analytical rigor has become a commodity. Better suited to understand an existing business context than to find ways to shape a new one.
That’s why, while we start with rigorous analysis, we always make the creative leap into the unexpected to see beyond the obvious.
Because only the unexpected has the power to truly reshape businesses.
MORE Diversity.
MORE Creativity.
MORE Creativity.
It’s scientifically proven, groups of people who are unalike are better innovators than groups of people who are alike. That’s why we’ve been building our collaboration network with people that are different from us and each other, not more of the same.
Because only diverse teams come with truly creative solutions.
BETTER Collaboration.
BETTER Collaboration.
BETTER Collaboration.
To paraphrase the core belief of one of our key business partners: sharper elbows don’t lead to better ideas.
That’s why we happily share profit and tap into our diverse collaboration network to build the team that’s exactly right for a certain project.
Because only collaboration lets diversity truly blossom.
BETTER Talent.
BETTER Collaboration.
BETTER Collaboration.
Talent is everything. And it is rare.
That’s why we use every opportunity to teach the next generation of marketers, be it in China at the China Academy of Arts in Hangzhou, or globally with the 30 Minutes – University of Planning. Because only with the right talents there truly is meaningful collaboration.
Our Founder
Falk Fuhrmann
Falk is long-term visiting professor teaching International Brand Communication and Innovation, Consumer Behaviour & Insights, as well as International Marketing Research at the China Academy of Art, Hangzhou since 2018.
Falk also is an award-winning creative strategist with more than 20 years of experience in growing businesses, building strategy teams, and developing connected marketing, brand & communication strategies of local, regional or global scale.
Born & raised in Germany, he led the strategic planning department of TBWA when they opened their Berlin office with clients like Philip Morris International and Kawasaki motorbikes. Later as head of strategy with DDB, he developed & championed the agency’s philosophy of creative business solutions and paved the way for major service innovations. From 2013 to 2021 in London, Singapore and Shanghai, Falk led the strategy development for P&G’s baby care business in CEMEA, APAC & Greater China, as well as for their feminine, oral, personal care, laundry, dish care & male grooming business in Greater China.
Falk has been coaching Pernod-Ricard Asia on new product development and go-to-market strategies for China and SEA since 2016. A collaboration that finally led Falk to start his own business: HuìLüè Business Consulting in Shanghai.
Our Team of Collaborators
Sami - The Psychologist
Thomas - The Data Wizard
Sami - The Psychologist
MD 3Drips Research & Consulting
Always inisghtful, be it as psycho-terapist, qualitative researcher or intercultural communication expert.
Perry - The Numbers Guy
Thomas - The Data Wizard
Sami - The Psychologist
GM QuickDecision
Changing the way quantitative market research has been done. AI- & Mobile-driven. As disruptive as reliable.
Thomas - The Data Wizard
Thomas - The Data Wizard
Hash - The Cross-Pollinator
Co-Founder Inuit Research
Doing conjoint & discreet choice modelling studies from early in his career across all kind of categories.
Hash - The Cross-Pollinator
Hash - The Cross-Pollinator
Hash - The Cross-Pollinator
Founder & Owner The Cooperative
Adds new perspective to any problem, challenge, solution or execution.
Ash - The Co-Active Coach
Hash - The Cross-Pollinator
Poppy - The Reality Checker
Strategist & Artist at Large
Hybrid thinker & culture enthusiast passionate to Inspire & empower people, businesses, brands.
Poppy - The Reality Checker
Hash - The Cross-Pollinator
Poppy - The Reality Checker
Strategist at Large
Obsessed with data & martech. Always an eye on feasibility. Also connects naturally to Gen Z.
Freya - The Insight Miner
Harmeet - The Growth Advisor
Harmeet - The Growth Advisor
Strategist & Meditation Teacher
Highly creative intuitive problem solver. Deeply reflective & spiritual. With deep understanding on human's motivations and desires.
Harmeet - The Growth Advisor
Harmeet - The Growth Advisor
Harmeet - The Growth Advisor
Founder & Owner Alternative
Specializes in brand growth & strategy, works heavily with start-ups on their growth, loves 0 to 1 work.
Judy - The Wordsmith
Harmeet - The Growth Advisor
Paul - The Storyteller
Founder Chopword
Brings linguistic, cultural and creative perspectives to any branding challenge.
Paul - The Storyteller
Paul - The Storyteller
Paul - The Storyteller
Founder Small Creative
British creative, director, producer, photographer and artist with extensive experience in China and SEA.
Felipe - The Visionary
Paul - The Storyteller
Felipe - The Visionary
Founder ffand.co
Brazilian-German creative director who turns truthful insights into ideas that find their relevance in society.
Marco - Our Man in Japan
Markus - Our Man in Indonesia
Dina - Our Woman in India
Design Researcher & Strategist
A Japan-based multilinguist who specializes in navigating through cultural nuances and identifying consumer pain points.
Dina - Our Woman in India
Markus - Our Man in Indonesia
Dina - Our Woman in India
Founder Convo Research & Strategy
As ethnographer, she creates immersive learning environments & develop deep insight to stimulate strategic conversations.
Markus - Our Man in Indonesia
Markus - Our Man in Indonesia
Markus - Our Man in Indonesia
Co-founder of ASM Squared
Jakarta-born German who found his
way back to Indonesia after a sensational strategy career in Europe.
Dom - Our Man in ANZ
Freya - Our Woman in the US
Markus - Our Man in Indonesia
Founder of Shokunin Marketing
NZ-based expert in marketing strategies for sustainable growth P&G alumnus in love with consumer marketing.
Freya - Our Woman in the US
Freya - Our Woman in the US
Freya - Our Woman in the US
Strategist at Large
Global marketing strategist keen on moderating between cultures and making things happen.