Chapter 294 It seems I guessed it right
After Xu Chen and Sun Amy were left hanging in the conference room for more than forty minutes, the door was finally pushed open.
"Sorry, Teacher Xu Chen has been waiting for a long time!"
Yan Chuan, the brand manager of Jeep Marketing Department, walked in, followed by several people.
Xu Chen stood up with a smile, still polite and neither humble nor overbearing.
Amy Sun behind her also stood up, but the little girl's round eyes were already a little sulky.
In her opinion, it is extremely rude to make "guests" wait for forty minutes anyway.
Yan Chuan is still warm and polite on the surface:
"Let me introduce:
This is the brand director of our Jeep domestic team, Mr. Andy He Dachang. ”
He Dachang looks to be in his thirties, with a dark face and a pair of large, bright eyes.
He reached out and shook Xu Chen's hand:
"Sorry, Teacher Xu Chen, I was in a meeting just now and wasted some time."
Xu Chen smiled: "It's okay, Mr. He, nice to meet you!"
He Dachang smiled kindly, at least on the surface he still looked warm and natural.
The two of them each took out their business cards and exchanged words with each other.
Xu Chen introduced Sun Amy behind him by the way, and also exchanged business cards politely.
He Dachang looked behind him and introduced:
"This is Vincent Liu Wenqin, the creative director of BBDO Tianlian Advertising, the advertising company we work with for Jeep."
Xu Chen smiled as usual on the outside, but sneered in his heart.
BBDO Tianlian Advertising is a 4A advertising company headquartered in the United States.
The other party directly called the cooperating advertising company to the meeting, and the meaning was very obvious.
This is to clearly inform Xu Chen and Dongchen Advertising that we already have a cooperative advertising company, so there is no need for another advertising agency...
Xu Chen looked as usual and exchanged business cards with Vincent Liu Wenqin.
The other party's business card is in traditional Chinese, and judging from his "exquisite" dress and temperament, it can be seen that he is probably a creative person from Bay Island.
In the mainland advertising industry at the beginning of the 2000s, positions such as creative directors and group directors at the upper levels of international 4A advertising companies were basically occupied by outsiders from Hong Kong, Taiwan, and Southeast Asia.
Domestic local advertising people are just doing odd jobs.
Creative people from Hong Kong and Taiwan still have the attribute of "working together" and look down upon local advertisers from mainland China.
In many international 4A companies, if mainland advertising people can achieve senior leadership, it is considered a ceiling. Those who can be promoted to deputy director mostly rely on their smooth integration into the circles of Hong Kong and Taiwan.
Of course this is not completely unreasonable.
The advertising industry in Hong Kong and Taiwan started earlier. In the advertising industry in the 1990s and early 2000s, advertisers from Hong Kong and Taiwan did have their advantages in professionalism.
However, Xu Chen, as a reborn person, has already seen the development of the advertising industry in later generations, and it is still a dimensionality reduction attack against Hong Kong and Taiwan creative people in the past 20 years.
……
The two sides exchanged warm greetings for a while, and He Dachang greeted everyone and sat down.
Xu Chen's expression remained as usual and he was not in a hurry to say anything.
Director Andy He Dachang paused for a moment, then went straight to the point and said:
“Today’s promotion of Jeep in China is too important.
So we also found the internationally renowned 4A company, BBDO Tianlian, to cooperate..."
Xu Chen couldn't help but sneer in his heart. Sure enough, the opening was another vague "expulsion order".
He Dachang looked polite and continued:
“This year, the purely imported ‘Grand Cherokee’ will be officially launched in China, and it is expected that our flagship car series ‘Wrangler’ will also be introduced next year.
This year’s wave of brand promotion is to re-establish the Jeep brand’s high-end off-road vehicle image, and it is an advertising campaign that must be won..."
"We have selected two spokespersons, one of whom is Xie Bingran.
This is also the suggestion of Vincent from BBDO Tianlian Advertising!
We still had some concerns at the beginning, but after some thorough research, we found that Xie Bingran and the Jeep brand do have a very compatible spiritual core.
Therefore, we are 100% willing to sign Xie Bingran's endorsement cooperation.
But I really didn't expect that Xie Bingran would have his own designated advertising partner. ”
He paused for a moment and looked up at Xu Chen with his big round eyes.
Xu Chen remained silent for the time being, waiting for the other party to continue speaking.
The atmosphere was a little awkward. He Dachang pretended to smile cheerfully and said again:
"We really wanted to sign Xie Bingran, so we had several rounds of chats with General Administration of Sport Anjin Xiongan President and Li Yue Li.
If Dongchen Advertising really refuses to let go...
We can also separately spend an additional 300,000 yuan as service fees for Dongchen Advertising.
But we still hope that we can control our advertising plan and production by ourselves, and let our partner BBDO Tianlian Advertising do it..."
Xu Chen was speechless.
This is another 300,000 yuan, and I want to spend it on myself.
The last time Li Yue was on the phone, he said one hundred thousand...
I don’t know whether it was because the two prices were different, or because Li Yue or An Jinxiong deducted 200,000 yuan in between.
……
He Dachang had already made his words very straightforward, and pretended to smile cheerfully, then picked up the cup on the table and took a sip.
Amy Sun said nothing and turned to glance at her boss.
She was still a little unhappy in her heart. Although Xu Chen had given her some foreshadowing and warning, it was still quite irritating.
As soon as we came up, we were given an eviction order...
Xu Chen looked as usual and said:
"Dongchen Advertising came to visit today and is willing to join the Jeep project. It is not for business, advertising orders, or a fee of 300,000 yuan.
We are also busy with many projects, but in fact we don’t have much free time.
We did it purely because of Xie Bingran’s commission...
Andy and Vincent should be aware that many spokespersons still have special review requirements for advertisements involving themselves.
After all, not every advertising company understands the needs and tonality of spokespersons, and the ideas and plans they make may not be suitable in the eyes of spokespersons.
Xie Bingran chose Dongchen Advertising to cooperate because he believes in our ability to control content and does not trust other advertising companies..."
After the words fell, He Dachang was slightly startled, while Liu Wenqin's face turned a little ugly for a moment.
Xu Chen's words made it clear from the beginning that we are also very busy and are not here to beg for this project!
Only our company can handle Xie Bingran’s content.
If you really want to sign Xie Bingran, you can’t avoid Dongchen Advertising’s content review...
He Dachang smiled and said again:
"In this case, can we change the way of cooperation?
The advertising creative plan is still produced by BBDO Tianlian, but Dongchen Advertising can serve as the spokesperson's opinion party and provide review and modification opinions? ”
Obviously, there are still doubts about the ability of Dongchen Advertising. Such an "auditor" is actually just a fiction and does not have much practical significance.
Before Xu Chen could reply, Liu Wenqin on the side said:
"Mr. Andy, is this inappropriate? We at BBDO don't want a third party to review our plans and ideas." Xu Chen looked as normal and said:
"Mr. Andy, things are not that complicated!
Dongchen Advertising can come up with a plan first and let your company see if it is suitable, and then we can talk about other things.
I just said that we at Dongchen Advertising are willing to participate in this project purely for Xie Bingran.
We are also worried that plans from other advertising companies will damage Xie Bingran's image.
This in itself is also Xie Bingran’s personal consideration, which is why she chose Dongchen Advertising, which she trusts more..."
As soon as he finished speaking, Liu Wenqin's face became obviously ugly.
He paused and then said:
“Jeep has another spokesperson besides Xie Bingran.
This creative plan involves two spokespersons, not just Xie Bingran...
The other spokesperson is very familiar to us at BBDO and is also in control of creativity! ”
Xu Chen knew that Vincent, who came from Bay Island, was actually not hostile, but he still needed to have a positive and tough attitude when facing people who came to "grab orders."
Check out the 16-9 book bar and see the correct version!
He frowned slightly and thought for a while, went through the memories of his previous life in his mind, and said:
"If my guess is correct, the other spokesperson is a certain celebrity entrepreneur in China, right?"
After the words fell, Liu Wenqin was suddenly stunned.
He Dachang was also stunned, but immediately showed an interesting expression.
The spokespersons invited by the brand will be kept strictly confidential until the official announcement and will not be disclosed to any unrelated person.
As for the "Teacher Xu Chen" of Dongchen Advertising, his only previous contact channels may have been Director An and Director Li of the national team.
But neither An Jinxiong nor Li Yue knew the information about the other spokesperson...
So, how did he know?
Just as He Dachang and Liu Wenqin were confused, Xu Chen smiled and said:
"We will put out the other spokesperson's plan together and show it to them at that time.
Dongchen Advertising is still confident that even if it is a very picky celebrity entrepreneur, we can come up with a solution that satisfies them. ”
He Dachang said:
"I would like to ask, how does Mr. Xu Chen know that our other spokesperson will be a star entrepreneur in China?"
Xu Chen smiled: "I guessed."
Liu Wenqin: "Guess?"
Xu Chen: "If my guess is correct, it should be Mr. Wang Shi, the founder of Vanke, right?"
After the words fell, both He Dachang and Liu Wenqin showed great surprise.
Not only did he guess that the other party was a domestic star entrepreneur, he even guessed who it was? !
He Dachang lowered his head and thought for a while. There was absolutely no problem in keeping the secret confidential. An Jinxiong and Li Yue did not disclose anything at all.
How on earth did he know?
Xu Chen was able to guess that it was real estate developer Wang Shi, naturally based on the memory of his previous life.
In his previous life, Jeep had hired several spokespersons. The ones Xu Chen could recall were Wang Shi, Liu Qiangdong, Nicholas Tse, and Duan Yihong...
It seems that there is also Li Zongsheng, but it is already at a very late stage of promotion.
At this time, in 2006, JD.com had not yet officially emerged, and Liu Qiangdong did not have much recognition.
Nicholas Tse is generally "young", and he will not be hired now that he is mainly promoting the "Grand Cherokee" model. If Xu Chen remembers correctly, the model that Nicholas Tse endorsed in his previous life was also a younger version of the Liberty Light.
As for the tough guy actor Duan Yihong, although "Soldier Assault", which made him famous, was aired in 2006, he had to wait until 2007 to become popular again on the Internet. Now Duan Yihong has no reputation.
Then using the elimination method, it can only be Wang Shi, the founder of Vanke.
At this time, in 2006, Vanke was also at its peak.
Wang Shi has become a "star" among domestic entrepreneurs through a series of topical actions such as climbing Mount Everest and reaching the summit of Antarctica.
And it coincides with the tone of the current Jeep main model "Grand Cherokee".
Among the several rounds of Jeep promotions in the previous life, Wang Shi’s was the one with the best effect and the highest recognition.
……
He Dachang picked up the cup and took a sip, then looked up at Xu Chen, seemingly interested.
He couldn't help but ask:
"May I ask how Teacher Xu Chen guessed our other spokesperson?
This matter is still kept very confidential even within us. ”
Amy Sun adjusted her round-rimmed glasses, looking surprised and puzzled.
She had heard the previous communication and felt that she did not understand it.
……
Xu Chen thought for a while and used the fastest time to make up a set of words:
"I'm just guessing, it seems I guessed it right...
Andy just revealed that this year he will focus on the imported Grand Cherokee and will consider introducing the Wrangler next year.
As a full-size luxury SUV, the Grand Cherokee’s main user group is middle-aged successful men, and the most typical users are the so-called entrepreneurs in China.
The ‘Wrangler’ is relatively a young hard-core off-road vehicle, and it will be younger in terms of user perception.
From the tonality point of view of the two spokespersons, Xie Bingran will definitely be more compatible with the ‘Wrangler’, with attributes of challenge, wildness, and passion.
Then another spokesperson must fit the product tone of the Grand Cherokee..."
When Xu Chen said this, he paused deliberately.
Seeing He Dachang listening carefully, he couldn't help but nodded slightly.
Xu Chen smiled and then said:
"Before I came, I did some research.
Some time ago, in preparation for the launch of the Grand Cherokee in China, Jeep held a press conference and issued several press releases.
Among them, Jeep's domestic marketing president mentioned in an interview that the target audience of "Daqie" is domestic successful Jinling and entrepreneurs.
When they reach middle age, they have a successful career and a prosperous life.
Pursue self-identity and spiritual sustenance...
In fact, it is not easy to find spokespersons for such a target group.
I thought about it for a while, but I didn't think any domestic celebrity or actor would be more suitable.
Yesterday I happened to read some news about the ‘star entrepreneur’ Wang Shi...
If I were to choose a spokesperson for Jeep, I would choose Wang Shi. ”
……
After Xu Chen finished speaking, the conference room was extremely quiet.
BBDO's creative director Liu Wenqin's expression changed.
He Dachang, Jeep brand director, paused and suddenly stood up with an excited look on his face:
"Teacher Xu Chen, what you said...is exactly what we thought!
Especially those words just now touched my heart!
‘They pursue self-identity and spiritual sustenance’!
This is the starting point for us to choose our spokesperson, and it is also the emotional point that the Jeep brand wants to resonate with users! ”
It’s the last day of this month. Can you ask the adoptive fathers for a monthly pass?
(End of chapter)