Baiping Shen
Chief Strategy Officer, China
Baiping Shen, born in Shanghai and now based in Shanghai, is responsible for developing brand strategies, communication, and consumer understanding competency in China.
A former physicist at a Laser Laboratory in Beijing and a pizza delivery driver in Sydney. After completing a MBA in Sydney, Baiping began his career in brand communication at George Patterson/Sydney in 1994.
Joined Leo Burnett China in 1998 as Director of Planning at Leo Burnett Shanghai and National Planning Director in 1999. In addition to his national strategy planning responsibilities, Baiping was selected into the management committee of Leo Burnett Shanghai in 2002.
His experience in brand communication is gained through working with Mars, Arnott’s, Optus Communication, and NationalPak in Australia. In China, he has been working in brand strategy and communication field with Procter & Gamble, Coke-Cola, Hewlett Packard, Bass International, Prudential, Ping An Insurance, Motorola, McDonald’s, Fiat Auto, Heinz, Shanghai General Motor, Wyeth, Wrigley, Sony Ericsson, Volvo Construction Equipment, Fiji Xerox, SONY, Li Ning, and China Mobile.
A graduate of Applied Physics, MBA in International Business. He was invited to be on the judging panel for the first Future Marketing Award in 2005 and the 85th Art Director Club Awards New York in 2006.