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Jeff is APCO Worldwide Managing Director in its Shanghai office, and leads on client engagement, business development, business operations and service delivery.
He was previously the Managing Director of China-Britain Business Council in China, where he led teams helping UK business and stakeholders enter and grow in China, and managed relations with the China and UK government across China. Jeff has lived and worked in China for 12 years and worked in the APAC region for 20 years.
His career has spanned international trade development, marketing, communications, finance and corporate strategy roles. He began in the media industry, which culminated in being the launch marketing director for a UK national broadcast network and then strategic advisor to UK and European broadcasters. He later moved into consultancy, strategic advisory, advocacy and partnership development in Asia for various trade bodies, businesses and government institutions across the region.
He has postgraduate degrees in marketing (UWE Bristol Business School) and global business (Oxford University, Said Business School), and he is a Chartered Management Accountant (ACMA) and Chartered Marketer (MCIM).

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Bruce Fu is a managing director in the APCO Worldwide Beijing's office. Mr Fu has deep knowledge of China's technical standards, IPR, and competition-related issues in the ICT sector. At APCO, Mr Fu provides clients with counsel on government relations building, operations management, stakeholder engagement, and market entry strategy across different sectors.
Prior to joining APCO, Mr Fu was a business manager at the EU Chamber of Commerce in China, where he worked closely with the European telecommunications industry by lobbying China's telecommunications regulators. He worked closely with ICT Working Group members on telecommunications regulatory policies and TBT/Standards. Mr Fu also directly engaged Chinese authorities on antitrust issues related to implementation rules of China's anti-monopoly law.
Mr Fu served as the Vice Chair of the ICT Working Group at the EU Chamber of Commerce in China between 2013-2021, driving the EU-China dialogues and negotiations on key issues such as Comprehensive Agreement on Investment (CAI). He currently serves as the Chair of the Government Affairs Forum at the EU Chamber of Commerce in China.
Mr Fu holds master's degrees in European studies and European modern history from the Catholic University of Leuven. He is fluent in English and Chinese and speaks intermediate French.