Chapter 394: Weirdness and sneer
Procter & Gamble Shanghai Office.
There was a knock on the conference room door.
Head & Shoulders brand manager Jiang Peng opened the door and walked in.
There was another person following him, probably the director Sia.
"Let me introduce, this is our brand director, Sia."
Sun Yashi looked less than forty years old, older than Nie Fei.
She has a slim figure and a gentle face, but her smile cannot hide her ability and sharpness.
I think that at work, I also have a soft yet strong leadership style.
Xu Chen, Nie Fei, and Gu Xinxin have already stood up.
Sun Yashi said:
"Just call me Sia."
Her smile was gentle, but her tone was a little cold.
Jiang Peng had already walked over and took the initiative to introduce:
"This is Nie Fei and Mr. Nie from Dongchen Advertising."
Not surprisingly, Nie Fei was introduced first.
Nie Fei glanced at Xu Chen inadvertently, with a trace of embarrassment flashing in her eyes.
But she instantly regained her capable and strong woman aura, stretched out her hand to shake Sun Yashi's hand, and greeted her politely.
In front of the director of P&G, the powerful "Sister Fei" naturally showed no timidity at all...
Sun Yashi exchanged polite words with Nie Fei and clearly regarded Nie Fei as the director or boss of "Dongchen Advertising".
The two young men behind her, a man and a woman, were regarded as team subordinates around Nie Fei.
Nie Fei turned around with a smile and then introduced her seriously:
"This is our founder of Dongchen Advertising and our executive creative director, Mr. Xu Chen.
Today, Head & Shoulders and Xie Bingran’s project was also led by Mr. Xu to negotiate. ”
"..."
After the words fell, Sun Yashi and Jiang Peng on the opposite side were obviously stunned.
Sun Yashi raised her head and glanced at Xu Chen, with a hint of surprise in her eyes.
She was confused, and turned to look at Jiang Peng beside her, with questioning eyes.
Jiang Peng looked embarrassed, but he was timid and did not dare to look directly into the leader's eyes...
He himself was completely confused about the situation at the moment.
This kid who looks less than twenty years old is actually the other party's "founder" and "executive creative director"? !
……
Xu Chen looked as usual, always respectful and polite but neither humble nor arrogant. Then he smiled and said:
"Hello, Mr. Sun, I am Xu Chen..."
Sun Yashi quickly sorted out her emotions and expressions, smiled warmly, and reached out to shake Xu Chen's hand.
……
Two minutes later, several people exchanged business cards politely.
Sun Yashi compared the titles on Xu Chen and Nie Fei's business cards, and was still a little confused.
……
Jiang Peng glanced at his boss, then took the initiative to speak and lead the meeting.
"Welcome to all colleagues of "Dongchen Advertising"...
Let me first introduce the background of the project.
Head & Shoulders brand has already promoted endorsement cooperation with Asian Games champion Xie Bingran.
Head & Shoulders paid attention to Xie Bingran before the Asian Games.
During this period, we also conducted a lot of consumer research, and the target users' acceptance and preference for Xie Bingran are very high..."
Xu Chen nodded:
"We also feel that the tones of Head and Shoulders and Xie Bingran match well."
Jiang Peng smiled and said: "Yes!
So just taking advantage of the popularity of the Asian Games gold medal, Head & Shoulders has decided to sign Xie Bingran.
The signing process is still progressing, but it has been finalized internally and externally...
Leader Li Yue from the General Administration of Sports specially recommended Dongchen Advertising, so we have this communication today.
This was also what Leader Li Yue insisted on and requested during the negotiation and communication process with the General Administration..."
Xu Chen couldn't help but smile in his heart.
P&G is obviously still polite and respectful to Li Yue, calling him "leader".
It seems that during the endorsement negotiation process, Li Yue succeeded in keeping the brand company in check.
In fact, for enterprises, Director Li Yue of the General Administration of Sports is indeed a "leader".
He has an "official" nature, controls core resources, and is a strong party in negotiations.
Director Li Yue is actually good at gaming and manipulating others, after all, he has been in the system for so long.
When Li Yue came to Tiancheng and talked with Xu Chen for the first time about Xie Bingran's endorsement of "Burning Ice" and "Morning Breeze", he actually tried to manipulate Xu Chen.
But he was manipulated in the opposite direction by "Mr. Xiao Xu" who was well prepared.
Later, through the incidents of An Jinxiong and Chen Jinru, Li Yue's promotion within the General Administration, Jeep advertising projects, etc...
Xu Chen could be considered to have completely "fixed" Li Yue.
Li Yue was wary of Xu Chen. At the same time, he also relied on Xu Chen to come forward to communicate with Xie Bingran privately on some key issues.
After all, "Brother Bing" doesn't like anyone, but he only listens to Xu Chen very much.
This is also the reason why Li Yue will try his best to help promote "Dongchen Advertising" in projects like Head & Shoulders.
……
Jiang Peng continued:
“Although the Head & Shoulders brand already has long-term cooperation with an advertising company, since Dongchen Advertising was recommended by the General Administration and leaders Li Yue, we are still open to looking at it.
Regarding Xie Bingran’s endorsement advertising project, if the plan is excellent and suitable, we are willing to promote subsequent cooperation. ”
Xu Chen didn't answer, just smiled and nodded.
Jiang Peng paused for a moment, then smiled and said:
“Leader Li Yue only introduced ‘Dongchen Advertising’ and didn’t introduce much details.
So we don’t know much about the situation at Dongchen Advertising. ”
……
Gu Xinxin had prepared company introduction documents in advance. She turned her head and looked at Xu Chen beside her, unsure whether she should speak first.
Xu Chen glanced at Nie Fei.
Nie Fei understood what he meant and took the initiative to take on the role of "controlling the field" for Dongchen Advertising. She smiled and said:
"That's it...
We at Dongchen Advertising have always had long-term and stable cooperation with the national track and field team and Xie Bingran himself.
We will do Xie Bingran’s endorsement ads, and subsequent endorsement communication and production promotion will be smoother...
Director Li Yue probably took this into consideration before making a recommendation to your company. ”
What Nie Fei said was true and reasonable at the same time.
……
After Nie Fei finished speaking, Sun Yashi on the other side frowned slightly.
She glanced at Jiang Peng, and the two exchanged glances.
In fact, Sun Yashi was naturally a little repelled by the General Administration's recommendation of "Dongchen Advertising".
This is actually roughly the same as the situation with Jeep back then.
After all, Head & Shoulders has always had long-term cooperation with the international 4A Ogilvy & Mather Advertising, and it doesn’t look down on mainland advertising companies at all.
What's more, this "Dongchen Advertising" has never even heard of its name before.
But due to the General Administration and Li Yue, we still had to contact...
As for Nie Fei's words just now, Sun Yashi confirmed her thoughts.
It seems that this "Dongchen Advertising" can be regarded as a "connected company" of the General Administration, and it can also be regarded as being forced by Li Yue. This is the case with cooperation within the system. If the guarantee is not complete, some "connected households" will emerge.
Although Procter & Gamble is a foreign-owned company, it has been doing business in China for a long time, so it naturally knows the tricks behind it.
Sun Yashi raised her head and glanced at the young "Mr. Xu" opposite.
She couldn't help but guess that maybe this "Mr. Xu" was some kind of "second generation", and there were some connections within the General Administration behind him...
This allowed the leaders of the General Administration to help him make recommendations.
Fortunately, when Head and Shoulders negotiated and communicated with Li Yue, the words were not broken.
Li Yue just recommended "Dongchen Advertising" and asked it to get involved in the project.
But the final choice is still in P&G's own hands...
Sun Yashi lowered her head and glanced at the three business cards on the table, and instantly lost some interest.
Due to the reputation of the General Administration and Li Yue, we still have to continue to contact this "Dongchen Advertising".
We can only wait for the other party to come up with a plan, and then politely reject it in the name of "the plan is not suitable".
Check out the 16-9 book bar and see the correct version!
But Sun Yashi was still a little troubled, and it was obvious that several rounds of communication time would be wasted.
Including today's meeting, she already wanted to end it as soon as possible.
……
Nie Fei didn't think much, paused and continued:
"We prepared a company and case introduction..."
As she said that, she turned her head and looked at Gu Xinxin.
Gu Xinxin nodded and had already prepared his laptop in advance.
Jiang Peng also quickly stood up and walked over quickly to help connect the large screen projection.
Sun Yashi may have been a little impatient in her heart, but she was still polite and patient on the outside.
……
Gu Xinxin opened the PPT, cleared her throat and started to introduce step by step...
The company's PPT is newly made, covering the business capabilities of "Dongchen Advertising" and the presentation of several important cases.
The layout design is by Sun Amy, which is simple and advanced.
It seems to have a somewhat "creative hot shop" tone.
While Gu Xinxin was explaining, Sun Yashi turned her head and whispered a few words to Jiang Peng.
……
……
When Gu Xinxin introduced the case of "Drinking Wang Laoshun for fear of getting angry", Sun Yashi was suddenly stunned.
She no longer wanted to hide her impatience, but now she raised her head and looked at the projection screen seriously.
Sun Yashi naturally knows the advertising case of "fear of getting angry".
This year, Wang Laoshun's marketing case has become a widely discussed classic case in the entire marketing field.
Wang Laoshun herbal tea, relying on this "fear of getting angry" advertisement, quickly went from a local herbal tea brand in Guangdong Province to the whole country.
In terms of sales volume, there is even a slight trend of reaching the top three drinks. Before it, there are only two colas left.
Many people in the industry believe that under the current market environment, Wang Laoshun can be promoted into a national first-line beverage brand, which can even be regarded as a miracle in the history of marketing.
Ordinary consumers and audiences may not be able to accurately understand the power and uniqueness of the "fear of getting angry" advertisement.
But Sun Yashi, who has been in marketing for many years, knows that this advertisement is truly "made by a master".
The precise product positioning and profound and unique consumer insights behind it are definitely not something that ordinary advertisers can come up with by chance.
In Sun Yashi's view, the "fear of getting angry" advertisement can really be regarded as one of the best effective advertising cases in recent years.
A household name.
And successfully led to the rise of product sales and market share.
Even at a marketing training within P&G last month, Sun Yashi analyzed "fear of getting angry" as a classic case.
Unexpectedly...
This advertisement was actually made by the "Dongchen Advertising" in front of me? !
Could it be that there is a marketing expert and advertising guru hidden in this "Dongchen Advertising"?
Sun Yashi raised her head and glanced at the three people opposite her again, still feeling a little unbelievable.
……
When Gu Xinxin was about to continue flipping through the PPT, Sun Yashi couldn't help but interrupt and said:
“The Wanglaoshun herbal tea project is still outstanding this year.
Unexpectedly, it was actually done by your company.
Especially the slogan ‘Afraid of getting angry’...
Is it the work of Mr. Nie or one of your creative directors? ”
Nie Fei smiled and turned to look at Xu Chen beside her:
"The slogan 'Afraid of getting angry' came from our Mr. Xu."
"..."
Sun Yashi turned her head and looked at Xu Chen, frowning with surprise on her face.
She seemed to think about it for a moment, but said nothing.
Xu Chen's expression remained normal, he just smiled and did not answer.
But from Sun Yashi's eyes just now, Xu Chen could already feel a look of obvious "disbelief".
She didn't believe that the "fear of getting angry" advertisement came from the man in front of her who was in her teens and twenties...
She even vaguely began to wonder if this company had pasted other companies' cases into her PPT...
In order to brag about themselves, some small local advertising companies often resort to ridiculous practices such as stealing their reputation and plagiarizing advertising cases.
……
Seeing that there were no more questions, Gu Xinxin turned over the PPT page and continued the introduction.
Later, I briefly talked about the cases of Fu Yanjie and Huishuang Shenbao.
These two cases are also famous "brainwashing" advertisements this year, and almost everyone knows them.
At this moment, it is also being broadcast on a large scale on TV stations across the country.
The continuous placement also proves the positive effect of these two advertisements on product sales.
Sun Yashi and Jiang Peng looked at each other again, their expressions becoming a little strange again.
Nie Fei frowned slightly.
At this moment, she could also read the distrust and doubt in the other party's attitude and eyes.
It was obvious that Sun Yashi and Jiang Peng, who were sitting opposite, did not believe that these advertising projects were really produced by "Dongchen Advertising".
Nie Fei turned to look at Xu Chen and found that "Mr. Xu" was calm and relaxed, still looking very casual.
But Nie Fei knew that with the intelligence of "Little President Xu", he had already sensed the doubts and even malicious speculations in the other party's heart.
……
What is displayed on the screen at this moment is an advertising case for Kunlun Mountain Mineral Water that was just launched.
On the main poster, it is the image of spokesperson Xie Bingran holding Kunlun Mountain mineral water.
In the past few days, this endorsement poster, together with Kunlun Mountain mineral water, has been displayed in large and small supermarkets across the country.
……
Sun Yashi squinted her eyes and couldn't help but smile and said:
"Did you also make this advertisement?"
There was actually a bit of yin and yang in his tone.
Xu Chen and Nie Fei naturally felt the strange atmosphere, but neither answered.
Gu Xinxin:
"Yes.
Not only this advertisement, but actually the product name Kunlun Mountain Mineral Water was also our Mr. Xu’s idea. ”
Sun Yashi sneered, seeming to deliberately show her disinterest.
She said again in a joking tone:
"With these cases, Mr. Xu should be regarded as the top advertising person in the country!
I actually have never met him before..."
……
(End of chapter)