A Confession of an Advertiser

Author: (American) Ogilvy; Lin Hua
Publisher:
Publish Date: 2003-07-01
Features: China is undergoing a large-scale brand creation movement in the shortest time in the history of the world. In my opinion, this means two factors are working together in a particularly powerful way. First, China's economic reform is leading its products and services forward, making them capable of competing with the world's best products and services. Second, the depth of Chinese culture in symbols and symbols allows Chinese consumers to enthusiastically add multi-angle and multi-layered meanings. And "brand image" can combine these two factors. It has been quite some time since the book by advertising master Ogilvy was in mainland China. It's said to be early, but when I mention this, those scenes seem to be from yesterday or the day before. To be honest, before becoming the general manager of an advertising company in Beijing in 1984, I knew quite a few international advertising companies, but only Dentsu in Japan was truly familiar to me. When mainland China opened its advertising market in 1979, some European and American advertising companies might still have been in a dream, but Dentsu established an office in Beijing in February of the following year. The director was an old friend I had met in Japan in 1973! The way of operation of Dentsu's Daido and Modern Advertising Enterprises; Yoshio Yoshida and his "Ten Talents of the Devil," became the encouragement and inspiration for the relatively young me to firmly move forward on the advertising road.