40 Under 40 2024: Crystalbelle Lau Lay Yee, VoxEureka | Analysis | Campaign Asia

Crystalbelle Lau

Deputy managing directorVoxEurekaMalaysia

Since co-founding communications firm VoxEureka in 2017, Crystalbelle Lau has been instrumental in the consultancy’s rise, driving substantial revenue and expanding the team to 60 employees.

Lau’s role in shaping VoxEureka’s success is exemplified by her impressive pitch win rate of over 70%, which has secured high-profile brands with Unilever, L’Oréal, and Puma among many others. Overseeing the consumer practice, Lau significantly contributed to the agency’s revenue, accounting for 45% from this practice alone.

Her impact extends beyond business achievements. Lau pioneered VoxEureka’s Diversity Catalyst initiative, designed to identify, mentor, and elevate underrepresented talents within the agency. Her efforts have resulted in a management team where seven out of nine leaders are women, demonstrating her dedication to fostering gender equality and diversity in leadership.

Lau’s commitment to inclusivity is further reflected in her Cultural Exchange Sessions, which encourage employees from diverse backgrounds to share their cultural perspectives. This initiative has strengthened relationships within the agency and promoted a deeper understanding of different cultures.

Known affectionately as VoxMama, Lau is celebrated for her hands-on approach to mentoring and her willingness to address challenging personnel issues with empathy and support. This has led to the successful development of many employees holding key positions within the agency.

Lau has also been able to leverage her client and vendor relationships to create social impact by securing product subsidies and service discounts for underprivileged families. Beyond this, she volunteers with social enterprise Epic Homes to build housing for indigenous communities.