Diana Footitt

Founder & CEO

Founder of the firm, Diana advises clients across Asia on strategic communications with a focus on special situations including high profile transactions and crisis management.

Her sector specialisms are TMT, Financial Services (PE, hedge funds, insurance, investment banks), Education, Autos, Consumer, and Industrials. She has spent the last 24 years in Hong Kong, and the last 20 years in communications. Diana has acted as senior counsel to UHNWIs and corporates, including both large international groups such as Estee Lauder Companies, Samsonite, Prada, Ferrari, Graff, IMCO, University of Chicago and Ermenegildo Zegna, as well as Hong Kong companies such as Swire, Hongkong & Shanghai Hotels, New World Development, Hutchison, MTRC, Li & Fung, ESF, and HKBN. In addition she has worked with numerous Chinese State-Owned Enterprises (Air China, China Unicom, China Life, Bao Steel, China Aluminum Corporation, Guangzhou Automobile). Diana is a former M&A banker, with her final role, before moving across to investor relations, as a regional TMT equity analyst with a China specialism.

She has an ACA (trained at Price Waterhouse London), and an Economics and Politics degree from Warwick University. Diana sits on the Board of one of Hong Kong’s largest children’s NGO’s, Kids4Kids. She is married with one daughter.


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