Ad man Lawrence dies on surfing holiday

The advertising guru behind the successful Kevin `07 election campaign has died on a surfing trip in the Maldives.

Neil Lawrence, who went on to return Labor to a fifth term in Queensland, also founded his own agency Lawrence Creative Strategy.

He was named Australian Marketer of the Year in 2007.

Opposition Leader Bill Shorten tweeted it was devastating news and the thoughts of all in Labor who worked with him were with his family and friends.

"Neil made a tremendous contribution to Labor and the 2007 election victory, for which we will always be grateful," he said.