New York, NY – November 23, 2015 – Translation has expanded its creative leadership roster with Achilles Li, a master of brand voice and creative strategy who has put his talents to work for some of the most widely acclaimed advertising shops in the world. Working closely with Chief Creative Officer John Norman, Li will serve as Group Creative Director for the independent agency’s NBA and Champs Sports accounts. The world-renowned creative brings years of experience in the world of international sports marketing to bear on behalf of the two athletic brands.
“Achilles is a phenomenal talent,” notes Norman. “He has a fundamental understanding of cross-cultural storytelling and universal human truth that you only get from building campaigns for a global audience. This is a man who helped establish the brand voice of Nike Basketball in China. We’re thrilled to have him as both a creative voice, and as a mentor to the young writers and art directors on our team.”
A native of Honk Kong, Achilles spent over 14 years working in the HK and Shanghai advertising industries (including a year as a client and six memorable months in accounts) before moving to New York in 2015 to join the Translation team. His creative portfolio covers a litany of captivating concepts and innovative executions for some of the most recognizable brands on the planet, among them Nike, Disney, P&G, Heineken, Coca-Cola, Nokia, Levi’s, Jeep, Fiat, and many more.
Prior to joining Translation, Achilles spent over three years as Executive Creative Director at Wieden + Kennedy Shanghai, touching nearly every one of the award-winning agency’s accounts as a team leader or lead creative. His time at W+K Shanghai spawned an assortment of celebrated creative work for a variety of media and markets—from the international appeal of Jeep Brand’s “Built Free” global campaign to the city-specific insights of Nike’s “Beijing City Attack,” which radically transformed Nike Basketball’s presence in the Chinese market. Achilles first signed on with the agency in 2006 as a Creative, following a two-year tour of duty as Senior Copywriter at Leo Burnett Hong Kong. Before that, he served as Senior Copywriter at JWT Hong Kong.
Achilles’ work has been recognized by many of the international advertising industry’s most prestigious awards bodies, including the CLIOs, D&AD, and the Spikes Asia Festival of Creativity. He believes that a great campaign creates an impact for about two weeks, but that a strong and consistent brand voice can generate a lifetime of consumer devotion. ‘Achilles’ is not, in fact, his real name, but the story behind it is hilarious.
Founded in 2004, Translation is a full-service communications agency with a reputation for helping Fortune 500 companies thrive in contemporary culture. The independent agency is dedicated to delivering transformative ideas that push past the limitations of traditional marketing, fundamentally changing the way a brand resonates with consumers in the global marketplace. Led by Founder/CEO Steve Stoute and CCO John Norman, Translation delivers world-class creative for a roster of premier brands including State Farm, the National Basketball Association, Apple, Google, Sprint, Kaiser Permanente, and Jeep.