Chapter 426 New Level
Coffee break area at the venue.
Zhao Ling, vice president of Baidu Group, quickly synchronized Baidu's project requirements with Xu Chen.
Xu Chen listened silently, but could still clearly sense the project anxiety of "Mr. Zhao".
Just as Zhao Ling said just now, this project is not only personally watched by Baidu's big boss Li Yanhong, but it is also related to the future development of the company.
At the end of 2006, Google has not withdrawn from the domestic market. They even think about monopolizing search engine user habits like other countries.
However, the rise of Baidu search will faintly exceed Google's domestic market share.
Google and Baidu are currently the only competitors in the domestic search engine field.
The current competition between the two companies has also entered a completely fierce state.
For Baidu, it seems that the situation is great and the number of users is growing, but in fact it is under great pressure.
After all, Baidu is the company founded by Li Yanhong when he returned to China, and its overall financial strength cannot be compared with Google.
Baidu has also been experiencing huge consumption during its rise in recent years.
At present, Baidu also urgently needs to stabilize the confidence of investors and find ways to leverage a new round of financing.
And behind this attempt is to show a clear advantage in the competition with Google...
The brand promotion task in Zhao Ling's hands is aimed at Google, a competitor.
It may seem like just a "competitive" promotion, but behind it is also related to Baidu's financing, competition pattern, and future development.
It is indeed a promotion campaign that leaves no room for error.
Zhao Ling still deliberately acted calm on the surface, but Xu Chen could already see that the other party was anxious and troubled, and he was obviously under great pressure.
"Our company is headquartered in Beijing, so we found a famous 4A company in Beijing...
Including Ogilvy and Mather, McCann Bright also gave us plans...
But never satisfied.
Especially our Robin boss said that their plan was too traditional and they were all relatively routine TV commercials. ”
Xu Chen: "So Baidu's promotion should mainly focus on Internet media, right?"
Zhao Ling: "That's right!
After all, our users are also Internet users.
What we have to do is promote it through Internet media and channels.
Therefore, traditional TV advertising routines will definitely not work...
But the problem now is that domestic advertising companies, especially foreign-funded 4A companies, are still engaged in traditional TV advertising. ”
Xu Chen nodded, already having a rough idea in his mind.
Indeed, as Zhao Ling said, the so-called international 4A is still immersed in the afterglow of traditional advertising and has not fully embraced Internet marketing and communication.
As a reborn person, Xu Chen has actually witnessed the gradual decline and demise of traditional advertising and traditional 4A companies in the next ten or twenty years.
At the same time, Xu Chen already had plans in mind for Baidu's promotion project.
Baidu's most popular advertising slogan is "Just Baidu, you will know."
But it is very obvious that this slogan alone cannot solve Baidu’s current problems and promotion demands.
But for the current project, Xu Chen happened to still remember the "standard answer".
At the same time, according to what Zhao Ling said, the current contacts are all foreign-funded 4A, so the small creative company in Yangcheng that later produced the "viral advertisement" for Baidu should not have had time to intervene.
This gave Xu Chen another chance to cut off Hu...
Zhao Ling looked at Xu Chen, smiled and said:
"I wonder if Mr. Xu and Dongchen Advertising are interested in participating in our project?"
She paused for a moment:
"But...we have other foreign-funded 4A companies working on their plans, so we are still in the process of pitching them."
Xu Chen thought for a while and did not agree in a hurry, but said:
"Of course I'm interested, but I still have to check the team's project schedule to see if they have the manpower and schedule."
Zhao Ling was stunned, then nodded with a smile.
But there is still a hint of disappointment...
Xu Chen: "Mr. Zhao might as well send over the more detailed project requirements first.
We will evaluate it internally and provide feedback as soon as possible. ”
Zhao Ling: "This is no problem."
She deliberately showed a trace of apology:
“I was still at the event yesterday and today, so I didn’t have time to sort out the information.”
As she said that, she turned to look at her assistant Miao Xiaoyu.
The assistant quickly said:
"I will compile the project information tonight and send it to Mr. Xu's email address."
Xu Chen: “In addition to project requirements, some background information may also be needed.”
Zhao Ling: "What do you need?"
Xu Chen: “Since it is an advertisement competing with Google, we need product introductions from Baidu and Google.
Especially the differences and advantages of Baidu. ”
Zhao Ling smiled and nodded, feeling a sense of joy in her heart at the same time.
Xu Chen got to the crux of the problem with just one sentence, making her feel relieved a little.
It seems that the professionalism of this "Mr. Xu" is indeed no problem.
“This is already available, and we have also compiled a document internally.
It’s just that they are all internal and technical-oriented. If they are used as advertisements to communicate with users, they still need to be refined and polished. ”
Xu Chen: "This is no problem. If we decide to make this plan, we will take it into consideration."
……
After chatting about the project, the two parties exchanged pleasantries and chatted about other things.
It turns out that Zhao Ling is also an important brand guest and was originally going to attend the official dinner.
But she was anxious to return to the company, so she booked a flight ticket for tonight in advance.
The award ceremony had just ended, and when Zhao Ling wanted to talk to Xu Chen about the project, she thought of treating Xu Chen to dinner and changing her ticket.
But at this moment, Zhao Ling rushed back to the capital as originally planned and rushed back to the capital tonight as planned.
“It’s a bit regretful that I couldn’t have dinner with Mr. Xu.
However, there should be an opportunity to invite Mr. Xu to our Baidu headquarters. While talking about the project in detail, we can also entertain Mr. Xu. ”
This is implicit, implying that Xu Chen can access Baidu's project.
But for Xu Chen, it was still a "pitch" after all, so he was a little reluctant.
He was still polite:
"If Mr. Zhao comes to Shanghai, you are also welcome to visit Dongchen Advertising. I will treat you well."
……
While the two were chatting, a young staff member came over and said to Xu Chen:
"Mr. Xu, Dean Lin asked you to come over..."
Zhao Ling smiled and said:
"I just have to catch a flight, so I won't bother Mr. Xu."
Xu Chen: "Mr. Zhao, you are welcome. Have a nice trip."
After the two sides exchanged pleasantries, Zhao Ling and her assistant turned around and left.
Xu Chen turned his head and glanced. Xie Bingran was sitting quietly on a chair not far away, waiting with his hands in his pockets, looking cool and dazed...
When she saw Xu Chen looking at her, she got up and walked over.
"Have you finished chatting?"
"The chat is over."
Xu Chen looked at the staff again:
"Where is Dean Lin?"
"In the ballroom at the back.
The dinner party is about to begin, and Dean Lin said he would like to introduce the guests to you..."
Xu Chen: "Okay, thank you.
I'll be right over..."
……
……
other side.
Zhao Ling and assistant Miao Xiaoyu were already in a taxi heading to the airport.
Miao Xiaoyu said while typing on her mobile phone: "Boss, I can sort out the information at the airport and send it to Dongchen Advertising."
Zhao Ling nodded, but then sighed softly.
Miao Xiaoyu: "Is it reliable?
Even Ogilvy's plan was rejected by Robin..."
Zhao Ling: "There is nothing we can do now. We should first convince Mr. Xu to come up with a plan. Maybe there will be a surprise."
She paused and then asked:
"You still have two plans in hand now, right?"
Miao Xiaoyu: "Yes! McCann's bright, smart and precise plan was just sent over the past two days.
There are also plans from two 4A companies, which are expected to be available after New Year's Day. ”
Zhao Ling: "Let's take it easy first. After the New Year's Day holiday is over, I will find a way to talk to Dongchen Advertising.
If they can come up with a plan, they can show it to Robin together. ”
There is no mistake in every song, one post, one content, one 6 one, one book, one book, take a look!
Miao Xiaoyu: "Okay."
Zhao Ling frowned and pondered again, then said in a low voice:
"The case of 'Afraid of getting angry' was actually made by such a small local advertising company, which is so unexpected.
But it is really incredible that he, a freshman, can come up with such an industry-disruptive case. ”
"And the slogan he made for 'Baidu Knows' is really good..."
……
……
venue.
Xu Chen looked at Xie Bingran and said:
"I guess I won't be able to spare time to accompany you during the dinner party.
If Brother Bing is bored, I will take you back to the hotel first.
I'll take you to have supper alone in the evening. ”
Xie Bingran took half a step closer to Xu Chen and squeezed his right hand:
"I'm following you, you don't have to worry about me."
Xu Chen smiled: "Okay, I can't bear to let you go either."
Xie Bingran lowered his head and glanced at the two holding hands:
"I just...did it hurt your hand?"
Xu Chen: "Yes, Brother Bing's hands are so strong!"
Xie Bingran lowered his head:
"I was so happy to hear that you won the award."
Xu Chen: "Then you have to make it up to me."
Xie Bingran's eyes narrowed, seeming to show a hint of alertness.
Xu Chen said "hehe" with a bad smile.
……
……
The banquet hall was crowded.
It seems to be in the form of a buffet and a buffet reception, which should facilitate everyone's communication.
Around the entire banquet hall, there were many Tencent products and business introductions. It seemed that this dinner was also sponsored by Tencent.
Xu Chen had already seen Dean Lin Ruyang from a distance, so he turned around and whispered to Xie Bingran:
"I can't accompany you anymore."
Xie Bingran: "Don't worry about me."
Xu Chen: "Then find something to eat by yourself."
He smiled again:
"Wear the hat and the mask should be okay.
On this occasion, no one would have guessed that a sports star with an Asian Games gold medal would sneak in. ”
"Oh."
……
……
Dean Lin Ruyang, who was communicating with a few people, also saw Xu Chen from a distance.
His face was full of joy, he smiled and waved to Xu Chen.
Xu Chen half-bowed and hurriedly greeted him.
Before he could reach the front, he heard Dean Lin's hearty laughter, and stretched out his hand to pull Xu Chen to his side:
"Let me introduce you formally, this is my beloved disciple!"
……
There are mainly three groups of people coming to the dinner today.
Experts, scholars and advertising tycoons on the "Great Wall Award" review committee, senior executives from brand clients, and advertisers who have won the "Great Wall Award".
Lin Ruyang dragged Xu Chen and introduced him to all the acquaintances and bigwigs in the academic and creative circles.
The old man obviously has some "showing off" element, and he always loves his disciples.
Naturally, it was a good thing for Xu Chen. It helped him expand his network instantly and get to know a lot of great people in the circle.
The business cards of "Dongchen Advertising" were also successfully distributed, which can be seen as expanding the company's awareness and influence in the industry.
Mok Hongsun, an advertising tycoon from Hong Kong Island, joked:
“I feel ashamed to say that I have never heard of ‘Dongchen Advertising’ before.
I thought a young genius in the industry had emerged from a small local company.
I am actually still thinking about inviting Xu Chen to join us at McCann Guangming...
Later I found out that ‘Dongchen Advertising’ was his own company. ”
Liang Weifeng, a partner of BBDO Tianlian Advertising and a famous advertising man in Singapore, said:
"I have actually heard about Dongchen Advertising and Mr. Xu for a long time!"
Hearing this, several other big guys around him became interested.
Liang Weifeng smiled awkwardly:
"Jeep was originally our BBDO project, but later lost to Dongchen Advertising in the project pitch."
Big bosses in several other circles thought, "I see," and they also made fun of Liang Weifeng.
Liang Weifeng looked at Xu Chen and said with a smile:
"Vincent is also full of praise for Mr. Xu, and I have always wanted to find a chance to get to know him."
Vincent, of course, is Liu Wenqin, creative director of BBDO.
Xu Chen took the wine glass in his hand and clinked it with Liang Weifeng:
"Mr. Liang, you are so polite! You are a senior creative person, and I have admired you for a long time."
Although he was surrounded by real industry leaders, Xu Chen showed no signs of timidity.
The emotional intelligence he displayed, far beyond his actual age, also surprised many academics and experts in the industry.
……
During the dinner, some brands also took the initiative to come over and get to know Xu Chen.
Xu Chen was still warm and polite. After all, coming to know the brand meant that there might be future business and orders.
Since "Dongchen Advertising" won the award this time for the herbal tea advertisement of "Wang Laoshun", several domestic FMCG, food and beverage customers took the initiative to come over.
Xu Chen naturally welcomed everyone who came, exchanging business cards one by one and making acquaintances very politely.
Among them, two or three companies proposed that they want to negotiate some advertising business.
Xu Chen looked at the products and brands of those two companies, but actually didn't have much interest.
Small brands in the third and fourth tiers do not have very high promotion budgets...
However, they politely left each other’s contact information and said they could communicate in the future.
Xu Chen is still very interested in several of these brands.
For example, customers of BMW Mini, a certain first-line milk tea brand, certain two real estate developers, etc.
They are all the kind of people who have "more money and less trouble"...
The other party came from a high level and may not know the specific project requirements, but they all expressed some willingness to cooperate.
For "Dongchen Advertising", this means it has accumulated some potential business and orders, which is naturally a huge gain.
(End of chapter)