Chapter 387 This cannot be discussed
He Dachang: "Director Li Yue has arrived.
He was in the reception room next door, chatting with the leaders of China Media Group about something. ”
Xu Chen: "Okay, I just have something to ask him about.
I'll send him a message first. ”
……
After chatting for a while, Pang Ming and He Dachang went to greet other guests.
Director Bao Junsen remembered something and said to Xu Chen:
"Mandy has visited Mr. Xu in the past two days, right?"
Xu Chen was stunned for a moment, and then he remembered Qian Mandi from "Chen Youjian Studio".
Only then did he remember that when Qian Mandi came to visit, in order to get closer, he specifically mentioned that Bao Junsen had worked in Chen Youjian's studio.
Xu Chen: "Yes, she also specifically mentioned Mr. Paul."
Bao Junsen chuckled, and then said:
"Mandy came to see me a few days ago and inquired about the situation with Mr. Xu.
I didn’t say much, I just talked about the cooperation with Jeep. ”
He paused and added:
“Mandy probably wants to talk to Mr. Xu about cooperation.
It’s not convenient for me to mix in too much...
However, Alan's qualifications and professionalism in the industry are sufficient, and he is also a very nice person.
It's just that in the past few years, he has been busy organizing exhibitions, and the company has been left to the business people below, which still seems a little unprofessional. ”
Alan was talking about the other party's boss, Alan Chan.
It seems that Bao Junsen was entrusted by Qian Mandi and came to act as a lobbyist in a tactful way.
This also shows that Chen Youjian's company really wants to win the "Burning Ice Sports" project.
Xu Chen didn't change his expression and just smiled politely.
……
……
Xu Chen left some contact matters to Nie Fei.
Sister Fei is also very comfortable in this kind of situation.
Xu Chen sent a message to Director Li Yue to contact him, and he still had something serious to talk about.
……
Ten minutes later, there was a reception room next to the banquet hall.
When Director Li Yue saw Xu Chen walking in, he quickly stood up with a smile.
The two exchanged pleasantries and sat on the sofa.
Li Yue specially thanked him for receiving the Doha specialties that Dongchen advertised and sent to the capital.
That was arranged by Nie Fei. It should be dates, coffee, etc., and it was mailed directly from Doha to China.
I also sent some specially to Li Yue.
……
Li Yue:
“This time I’m looking for Teacher Xu Chen mainly because of Xie Bingran’s business endorsement.”
"After Brother Bing won the championship on the 15th, several companies from the previous official website came to follow up and cooperate, and new manufacturers also came over."
Director Li Yue couldn't hide his happiness when he said this.
As the person in charge of the national team's external business, these are naturally counted as his achievements.
Xu Chen did not take the initiative to answer the conversation, waiting for Li Yue to continue.
"The current situation is that there are a total of seven manufacturers who have clearly expressed their intention to cooperate.
We still did a round of screening here, and only three companies were left.
We also have to consider Xie Bingran's overall image, so we won't accept those that are obviously not suitable, no matter how much business fees the other party offers.
For example, some inappropriate medicines and health products, as well as some small brands and manufacturers that I have never heard of.
It is better to be deficient than excessive. ”
Xu Chen smiled and nodded, not forgetting to say two words of praise:
"Director Li made a wise decision.
If these are signed, it will damage Brother Bing's image and dissuade some better brands.
In the long run, more businesses will come to us in the future. ”
Li Yue: "That's the truth!
The big brands we contact also consider other business cooperation with spokespersons. ”
He chuckled and whispered:
"For example...Louis Vuitton."
Xu Chen smiled: "Is this confirmed?"
Li Yue: "Definitely!"
Xu Chen: "Okay."
Li Yue: “This cooperation is for Louis Vuitton’s spring and summer promotion.
The spokesperson in Europe and the United States is Scarlett Johansson..."
Xu Chen: "..."
Li Yue was very happy when he saw it:
"So Xie Bingran's advertisement will be released together with Scarlett Johansson."
Xu Chen couldn't help but feel emotional.
The "little rich woman" is really getting more and more prestigious, is she actually on par with the future "widowed sister"?
This is a real international superstar...
Li Yue was hesitant to speak, and smiled awkwardly.
Xu Chen understood what he meant and said with a smile:
“I understand that for brands like Louis Vuitton, their advertisements are all produced in-house.
This Dongchen advertisement will not be forcefully mixed.
Director Li Yue's cooperation is confirmed, I will also tell Xie Bingran. ”
Li Yue: "Thank you, Teacher Xu Chen, for your understanding!
The other party's creative materials will also be sent back to us for review.
At that time, I will synchronize it privately with Teacher Xu Chen and give feedback to him along with your opinions. ”
Xu Chen nodded:
“I still need this.
After all, foreign brands don’t know that much about Chinese people’s perceptions.
Including the spokesperson's makeup, clothing, etc., there is still a risk of accidentally stepping on a thunderstorm. ”
……
Li Yue paused:
“There is another one, which is also a foreign brand.
The other party has not yet given a final reply, but the verbal intention has basically been determined.
When we talked internally, we also felt that Xie Bingran was very suitable for him. ”
Xu Chen: "What brand?"
Li Yue: "Head and Shoulders."
Xu Chen thought about it:
"It's really suitable..."
Bing Ge's short hair image matches well with Head & Shoulders' product selling points and brand tone.
If Xu Chen remembers correctly, the spokespersons for Head and Shoulders in the past two years seem to be Chen Huilin, Wang Lihong, etc.
They are all first-line stars in the three places across the Taiwan Strait.
“Is it Xie Bingran’s sole endorsement?
Or are there other spokespersons working together?
For example, Jeep's Wang Shi..." Xu Chen asked.
Li Yue: "This is not certain yet."
He lowered his voice:
"But what I heard privately is that the other party is also contacting Hong Kong actor Tony Leung Chiu-wei.
The cooperation between Head and Shoulders and Xie Bingran is basically clear-cut.
So if Liang Chaowei also signs, he will probably be a double spokesperson with Xie Bingran.
Of course, it is also possible that Liang Chaowei and Xie Bingran were two alternatives at the beginning, but after Bingge won the Asian Games, Liang Chaowei was eliminated. ”
Xu Chen said with a smile: "If you can squeeze Liang Chaowei out, Brother Bing's appearance is really scary."
Xu Chen recalled that he had seen Liang Chaowei's Head & Shoulders endorsement advertisement in his previous life.
Generally speaking, it still sells Liang Chaowei's appearance and temperament, and is lackluster in terms of creativity.
However, this is also a common practice in European and American FMCG advertising.
Li Yue paused and then said:
“Behind Head & Shoulders is Procter & Gamble of America.
They also cooperate with international 4A advertising companies.
I asked around and found that Head & Shoulders’ current partner agency is Ogilvy Advertising..."
Xu Chen, as an advertiser, is naturally very familiar with Ogilvy advertising. Founded by David Ogilvy, the true godfather of advertising in America, it is the leading presence in the industry.
Li Yue continued:
“I have already communicated with the brand.
Head & Shoulders’ advertising project will be put up for pitch. At that time, I will recommend Dongchen Advertising to them..."
When he said this, he still had a somewhat tentative tone.
He was obviously afraid of Xu Chen or Xie Bingran, and forcefully demanded to "designate an advertising partner."
Xu Chen smiled: "No problem, Dongchen Advertising is also willing to participate in the pitch."
Foreign-funded fast-moving consumer goods like Head & Shoulders spend a huge amount of advertising every year.
If Xie Bingran can be the spokesperson, it will bring her a steady stream of TV media exposure.
This will be of great benefit to Bing Ge’s popularity and recognition.
Naturally, Xu Chen would not interfere with Brother Bing's advertising endorsement project just for the sake of an advertising list.
Check out the 16-9 book bar and see the correct version!
Moreover, shampoo advertising projects like Procter & Gamble have fixed creative routines, and it is basically impossible to produce interesting and outstanding ideas.
Purely from a pitch perspective, Xu Chen’s willingness to participate is actually not particularly strong.
But because it was Xie Bingran's project, he was still willing to get in touch with it.
If it can win, it will be considered as the performance of Dongchen Advertising next year.
Having said that.
Scarlett Johansson, Tony Leung…
The current rank of "Little Rich Woman" has far exceeded Xu Chen's expectations.
Being able to co-endorse with the widowed sister, and being able to squeeze out Liang Chaowei, is this a "big name" already?
Xie Bingran's commercial value is growing too fast.
Xu Chen retracted his surprise, looked at Li Yue and said with a smile:
"Director Li just said that there are three companies interested in cooperation?"
Li Yue smiled:
“In addition to Louis Vuitton and Head & Shoulders, there is also a domestic first-tier milk powder brand that has also clearly stated its cooperation needs.”
"Milk powder?"
Li Yue:
"Yes, Sanlu milk powder..."
Xu Chen was startled, and his expression changed instantly.
Li Yue: “Sanlu is a top-tier milk powder brand in China.
It has a long history and has high recognition and favorability among the people.
And in the middle of this year, we established a joint venture with Fonterra of New Zealand, and it is now considered a big international brand..."
“After their joint venture with New Zealand, they will start a big wave of promotion early next year, and the budget is very sufficient.
Now I just want to find an athlete as a spokesperson...
Originally still struggling to wait and see, after Xie Bingran won the Asian Games, Sanlu confirmed their intention to cooperate. ”
Xu Chen remained silent, but his expression became a little ugly.
He was thinking about how to communicate with Director Li Yue.
Xie Bingran cannot accept Sanlu's business cooperation under any circumstances.
As a reborn person, Xu Chen naturally knew what would happen next.
If Xu Chen remembers correctly, less than two years later, in 2008, the sanamine incident broke out...
Xie Bingran naturally cannot have anything to do with such a brand.
……
Li Yue looked excited and was still giving a brief introduction and recommendation to Sanlu.
But he found that Xu Chen was silent and looked strange, and he couldn't help but feel doubtful:
"Teacher Xu Chen, is there any problem?"
Xu Chen was silent again.
He thought about it and realized that it was really hard to "explain" to Li Yue now.
He thought carefully about how to speak, and then said seriously:
"Director Li, we cannot let Xie Bingran take over the endorsement of the milk powder category."
Li Yue was startled: "Huh?"
When he saw the serious look on Xu Chen's face, he knew he was not joking.
"Why? What is Teacher Xu Chen's concern?"
Xu Chen paused:
"In the milk powder and milk industry, vicious incidents related to food safety will break out every few years...
This is still very risky. ”
Li Yue was stunned for a moment, as if he didn't understand:
“Sanlu is not an ordinary small company.
This is a major national brand that has been around for five years!
This year, "Forbes" selected "China's Top 100 Top Companies", and Sanlu ranks first in the dairy industry!
Ranked above Mengniu and Yili..."
“Their family also participated in the formulation of national standards.
And now it has a joint venture with a New Zealand dairy company, and it has also adopted international dairy standards.
There can be no so-called 'food safety' issue..."
He looked at Xu Chen with a serious look on his face.
Li Yue really couldn't understand the questions raised by Xu Chen.
With the endorsement of this company, how could anything go wrong?
Xu Chen frowned:
"Director Li Yue, I will be more insistent on this matter.
Xie Bingran couldn’t accept Sanlu’s advertisement. ”
Li Yue was stunned, and his face looked a little ugly.
But he immediately calmed down and said in a consultative tone:
"Teacher Xu Chen won't hide it from you. In fact, among the companies we approached, there were three or four dairy and milk powder companies.
We have also done some screening and after a comprehensive evaluation, we feel that Sanlu is the company with the strongest strength and brand power.
That’s why we advanced the intention to cooperate..."
“Sanlu is also very sincere and will work with Xie Bingran to promote a national public welfare project.
This will also greatly improve Xie Bingran's personal image! ”
……
Li Yue kept talking, obviously still trying to convince Xu Chen.
He also knew that if Xu Chen could not be persuaded, the endorsement cooperation would not be signed.
After all, Xie Bingran also listens to Xu Chen...
Xu Chen frowned again.
He raised his hand to signal Director Li Yue to stop.
"Director Li, I am more insistent on this matter.
I disagree with Xie Bingran’s endorsement of Sanlu, including other domestic milk powder and milk brands...
This cannot be discussed, and I will communicate with Xie Bingran. ”
Li Yue was startled, his expression changed, and he was speechless for a moment.
He really didn't understand, and he didn't expect Xu Chen to be so determined.
Xu Chen thought for a while and softened his tone:
“In recent years, a lot of things have happened in the dairy industry, including so-called big brands and big companies...
Letting Brother Bing cooperate with this brand is risky after all. ”
He paused:
“Xie Bingran’s commercial value is increasing rapidly now, so I don’t have to worry about more brands coming to her.
There is definitely no shortage of Sanlu on the list...
As Director Li just said, it’s better to lack than to waste.
The risk in this category is still too high, so we should be more cautious. ”
Li Yue looked troubled:
"Teacher Xu Chen, we are very familiar with each other, and I won't hide it from you...
Although I am the person in charge of business cooperation, things in the bureau are relatively complicated and the decision-making chain is also long.
Louis Vuitton, Head & Shoulders, and Sanlu, the intentions of these three companies have been confirmed and verified..."
Xu Chen nodded and said with a smile:
"I will compile some public opinions and negative events in the dairy industry in recent years and give them to Director Li for reference.
These reference materials can be used for upward communication. ”
He paused:
"Director Li, just like you said, we are already very familiar with each other.
Then discuss together how to solve the problem and how to communicate with the bureau.
As for Sanlu's endorsement, there is no discussion. ”
……
……
(End of chapter)