Christina Yu, Merchant Films

Christina Yu is a Cannes Lion award-winning Creative Director, as well as a Film Director at Merchant.

Recognized as one of Canada’s Top 100 thought leaders, Christina was previously Managing Partner, Creative Director at Rethink Canada, where she helped lead them to Agency of the Year and Design Agency of the Year for both 2019 and 2020. Prior to Rethink, Christina co-founded Red Urban for DDB Network; creating high profile international work for Volkswagen and enjoying 5 years of record-breaking sales growth and Cannes accolades year over year. In 2015, she turned those talents to Subaru and helped them reach record-breaking sales.

Christina’s unique design sensibility and brand-building talents have helped drive breakthrough success for blue chip brands in virtually every category, including Stella Artois, Fed Ex, Pepsi, Audi, J&J, Virgin and Capital One to name but a few. She’s been named Top 30 Under 30, “Marketing Icons in the Making” and is frequent industry speaker and visiting professor at the Ontario College of Art & Design.

Although Christina’s been awarded at Cannes, One Show, Clios and even a Canadian Screen Award for film-making, she feels much more comfortable bragging about her twin sons’ ever-growing proficiency in soccer, Roblox and fishing on the Bay of Quinte.