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Leo Burnett Shanghai hires new executive creative director

Leo Burnett has appointed Sunny Lai as executive creative director for its Shanghai office. Partnering with Rocky Hao, the other ECD of the office, Lai is tasked with driving the creative excellence and boosting the digital creative power for the agency.

Born in Singapore, Lai started his China journey with JWT Shanghai in 2006, and has continued his career in the country since then. Before joining Leo Burnett, he was ECD at Reload, a social creative agency, since 2016.

He reports to Carol Lam, president and chief creative officer of Leo Burnett Greater China.

“Sunny is a rare creative hybrid who can grasp the beauty of traditional advertising and embed these strengths into a digital solution which can smartly gear into people’s behavior on social media,” said Lam.

With over 18 years’ advertising experience, he worked for brands such as The North Face, Nike, Ford, DS, Rolls Royce, Audi, BMW, multiple Unilever brands, AB-Inbev brands, Tmall,, China Merchants Bank, Philips, and more.

Lai said: “Leo Burnett is full of fearless, optimistic, and smart thinkers. This has resulted in an agency that’s truly elevating the standard of original and innovative creative work. I look forward to learning from and working with the people at LB, and delivering the next generation of redefined work.”

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