Advertising Tycoon

Author: Zhang Lijun
Publisher:
Publish Date: 2005-01-01
Features: Ye Maozhong, Gao Jun, Chen Yirang, Mo Kangsun, Xu Zhiming… Some say they are "wolves," "professional killers," or China's "Ogilvy." They dominate the advertising world, guide media, and manipulate markets. They are "divine," "ruthless," and "reckless." What lies behind it? What kind of advertiser is in demand? Naturally, those who can help clients make money. Clients are pragmatic—“as long as there’s milk, they’ll follow.” Advertisers are also pragmatic—showing off is better than being truly impressive. How can one be truly impressive? One must not treat oneself as human, must be ruthless to oneself. As a segment from Phoenix TV once said: In advertising, women are used like men, and men are used like beasts. Advertising plays on wisdom and substance. If you want to play it safe, find somewhere else to rest. Advertisers exist to create miracles. If advertising cannot help clients create the miracle of "selling well," then everyone in this profession is dishonoring and insulting it. For every advertiser, creativity is life, and more than life. Integrate creativity into every aspect of marketing planning—creatively research, creatively position, creatively develop strategies, creatively execute and perform, creatively manage, creatively communicate, and even, creatively live. It must be this way. I believe successful advertisers all have such experiences: Initially, their creativity is recognized by clients—happiness. Then, their creativity is recognized by clients, and they receive high salaries—happiness. Next, their creativity is recognized by clients, they receive high salaries, and clients make big profits—happiness. Finally, their creativity is recognized by clients, clients make big profits, and they receive high salaries—happiness. Why did it change in the end? Did clients come first? Because in this profession, only by helping clients make big profits, only by defining you as a hero, can you truly be a hero—or a rogue.