Li Larissa

Past

• Brand Management / Account Management / Strategic at Draftfcb
• Accosiate Account Director at MCCANN-ERICKSON SHANGHAI

Education

• Shanghai University

Recommended

1 person has recommended Li

Connections

13 connections

Industry

Marketing and Advertising

Li Larissa’s Summary

• Rich and professional experience on client management at 4A Advertising Agency for 8 years
• Professional knowledge on strategic thinking
• Rich experience on CSD category, familiar with marketing and strategy on emotional / lifestyle brands support with intrinsic benefits. E.g. Coca-Cola
• Having worked on mega brand like Coca-Cola which has enabled me to work on and understand how integrated marketing can be planned and how to better integrate different mediums and produce efficient result
• Working on Coca-Cola over 4 years has also allowed her to track and evaluate campaign and brand overtime which has helped and taught her to look at brand positioning and communication at a long-term view in the future
• Regarding middle class Chinese consumer, she has accumulated good amount of understanding on consumer insight at Fortis Haitong Mutual Fund Company & the New Business Pitch (China Communicatoin Bank Credit Card) at Draftfcb

Li Larissa’s Specialties:

Client management, Brand management, Brand Positioning, New Product Development, Communication Strategy

Li Larissa’s Experience

• Brand Management / Account Management / Strategic

  Draftfcb

  (Public Company; ipg; Marketing and Advertising industry)

  May 2008 — February 2009 (10 months)

  <Responsibility at Work>
  • New Product Concept Development, Evaluation, Finalization
  • Advertising Strategy Development
  • Review Creative
  • Attend Creative / Copy Test & Compile Agency Summary and Recommendation
  • Consumer Ethonography Study (field work, data merge, brain storming, bring insight into on-going projects)
  • New Business Pitch (China Communicatoin Bank Credit Card)
  < Client List >
  • SC Johnson (Pest Control - Raid, Home Cleaning - Mr. Muscle)
  < Achievement >
  • After rounds of consumer research in finding out consumer’s emotional and functional needs towards pest control; developed 2 new product concepts together with client, and communication strategy with the team. The product was launched this spring and according to the client the new positioning of the product is positively received by the market.
  • Consumer Ethnography Study has helped client dig out deeper consumer insight and needs emotionally and functionally towards life and the category. Which is highly useful for new product development, positioning, and communication; in addition, more communication channel was found than the traditional mediums.

• Accosiate Account Director

  MCCANN-ERICKSON SHANGHAI

  (Marketing and Advertising industry)

  October 2002 — August 2006 (3 years 11 months)

  I was hired as Account Manager, then was internal promoted to Accosiate Account Director in early 2005.
  Have been handling major thematic projects from 2003-2006, summer promotional projects, new identity launch, campaigns during SARS, NBA promotional campaigns, World of Warcraft themed campaigns, Chinese New Year campaigns. During the 4 years, together with the most increadible Agency team I worked in my career, we have build great trust with Client and developed effective campaigns which helped Coca-Cola brand preferrance grow healthily amongst its target groups through insightful and creative thematic campaigns, and a lot of other promotional, occasional campaigns that connect with target's passion.

Li Larissa’s Education

• Shanghai University

  English, Economics, Management

  Activities and Societies:

  Sydney Institute of Language and Commerce, Shanghai University

Li Larissa’s Contact Settings

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