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李少蕙大学念新闻传播,毕业后当电台DJ,然后在香港达彼思,恒美,智威汤逊及李奥贝纳从初级文案做到高级创意总监,再加入纽约ADMERASIA,回到中国,在上海继续摘星,替上海李奥贝纳夺得中国第一个平面的ONESHOW金奖,和第一个香港4A广告奖的金帆大奖。2003年下半年,面对“世界各地水土不服”、“品牌形象老化”等批评,麦当劳公司在全球发动了“我就喜欢”的品牌更新战略。麦当劳全球广告的总代理德国慕尼黑的海熙广告代理公司(Heye&Partner)召集了世界主要的广告公司开展了一场名为“永远年轻”的广告峰会,通过一次“创意竞赛”产生了麦当劳新的全球营销主题。上海李奥贝纳的创意夺得了在中国大陆的广告设计权。麦当劳全球首席营销官拉里·莱特(LarryLight)对这支中国设计团队的表现大为赞誉:“中国让我刮目相看。我们根本没想到他们会提出如此充满表现力和感染力的创意。我们原本以为,中国广告方案会更保守,更谨慎,个人化的色彩更薄弱。”《远东经济评论》也在2003年10月30日的封面文章《中国广告走向世界》中把李奥贝纳上海此次操刀麦当劳中文广告作为中国广告业全面走向世界的标志之一。
Lee Shau-Wai University read the news and communication, after graduating as a radio DJ, and then in Hong Kong, Bates, DDB, JWT and Leo Burnett from the senior copywriter to do the high-level creative director, then joined New York ADMERASIA, back to China, continue in Shanghai Reigning Star, Winning China’s First Flat ONESHOW Gold Award for Shanghai Leo Burnett, and Golden Sail Awards for the First Hong Kong 4A Advertising Awards. In the second half of 2003, in the face of criticisms such as acclimatization around the world and aging brand image, McDonald’s launched a brand updating strategy of “I Like It” around the world. McDonald’s global advertising distributor Heye & Partner of Munich, Germany convened the world’s leading advertising company launched an advertising summit called “always young”, through a “creative competition” has created a new global McDonald’s Marketing theme. Shanghai Leo Burnett’s creative won the advertising design rights in mainland China. LarryLight, McDonald’s chief marketing officer worldwide, greatly praised the Chinese design team for their performance: “China has given me admiration and we did not expect them to come up with such expressive and contagious ideas that we originally thought , China’s advertising program will be more conservative, more cautious, and less personalized. ”The Far Eastern Economic Review also put Leo Burnett Shanghai in a cover article on October 30, 2003,“ China’s Advertising Goes to the World. ” Chinese advertising McDonald’s surgeon as one of the hallmarks of China’s advertising industry to go global.