2 Minutes With ... Sheena Jeng, CCO of McCann China

Sheena Jeng, chief creative officer of McCann China, is one of the country’s most highly regarded creatives. 

Before joining McCann, she worked at agencies including Ogilvy, D’Arcy, DDB Group Greater China and Publicis China, on clients such as L’Oréal, Citibank, P&G, Unilever, J&J, Coca-Cola, Fidelity International, Sanofi, Philips, Nestle, Heineken, Tencent, Roche, 3M, AXA and General Motors (Buick and Cadillac). 

She has won a slew of awards, including personal accolades including the China ad industry’s “Outstanding Woman of the Year” in 2009 and the China 4A’s “Person of the Year” in 2016. This year she is a member of the Direct and Experiential/Events jury for the Clio Awards. 

We spent #2MinutesWith Sheena to learn more about her background, her creative tastes, and recent work she’s loved. 

Sheena, tell us … 

The town where you were born.

Taipei.

What you wanted to be when you grew up. 

Journalist.

How you discovered you were creative.

It was advertising that chose me. I was in an ad agency as a temporary assistant in creative department. I was invited into brainstorming session with creative team. My idea was chosen by the ECD, who told me, “You could shine in the advertising industry.” 

A person you idolized creatively growing up. 

David Sun and David Kung. Unfortunately, they both passed away in their 60s. I wish I could have expressed my gratitude to them. 

A moment from high school or college that changed your life. 

The night I heard from my mother that she had cancer. 

The first concert you saw, and your favorite band or musician today.

The first concert I saw was the Beijing Opera. My favorite band is Queen.

Your favorite artist. 

Frida Kahlo. 

Your favorite hero or heroine in fiction. 

The Godfather. 

The best book you’ve read lately. 

The Undoing Project by Michael Lewis. 

Your favorite movie. 

So many, but I won’t miss any movie from Woody Allen, Christopher Nolan or Ho Xiao Xian.

Your favorite Instagram follow. 

None.

Your favorite creative project you’ve ever worked on, and why. 

Buick, “New Gentleman.” It reshaped the value of the entry luxury car in the China market.

Your favorite creative project from the past year, and why. 

Xiaomi’s Mi Kids GPS smart watch. It was a great experience working with versatile Chinese illustrators.

Someone else’s creative project that inspired you years ago. 

Cadbury’s “Gorilla” campaign. 

Someone else’s creative project that you’ve been envious of lately. 

“Fearless Girl.” 

Your main strength as a creative person. 

Persistent, delusional positivity.

Your weakness or blind spot. 

Persistent, delusional positivity.

One thing that always makes you happy. 

Have my first dripped coffee in the morning.

One thing that always makes you sad. 

None.

What you’d be doing if you weren’t in advertising. 

I’ll be a scientist specialized in genetic engineering.