As China prepares to host the Summer Olympics next year, Alice Li is leading Lenovo Group's strategy to create a global brand through the Games.
|Alice Li, VP-Olympic marketing and head of brand communications, China, Lenovo Group|
"For Lenovo, the Games are a crucial symbol of national pride that shows it is truly China's global company," says Greg Paull, Beijing-based principal of R3, an independent marketing consultancy that tracks the brand performance of Olympic sponsors.
Besides organizing internet cafes in Olympic Villages, Lenovo will touch almost every aspect of the 2008 Olympics, turning the event into a product demonstration aiming to reach 4 billion people. Ms. Li, 40, holds the title of VP-Olympic marketing and head of brand communications, China; she played a key role in the personal-computer marketer's decision to join the Olympic Partners program in 2004.
Over the past year, the Beijing native orchestrated an ambitious roadshow to promote the Olympics in 1,000 Chinese cities.
In March, 500 days before the start of the Summer Games, Lenovo launched a symbolic daily segment on China Central Television to tell "millions of Chinese citizens that the countdown to the Games has begun," says Ms. Li, who graduated from China's Peking University and the Kellogg School of Management at Northwestern University.
"Alice's uniqueness is her ability to navigate the complexities of a massive, sales-driven local company while never losing sight of the rewards of long-term brand equity," says Shanghai-based Tom Doctoroff, CEO-Greater China at JWT, one of Lenovo's creative agencies. "She pursues an enlightened agenda with the skill and savvy of a surgeon."
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