Rebirth: My dad is too obedient

Chapter 294 It seems that I guessed it right
After Xu Chen and Sun Amy were left alone in the conference room for more than forty minutes, the door was finally opened.

"Sorry, Teacher Xu Chen kept you waiting!"

Yan Chuan, the brand manager of Jeep's marketing department, walked in, followed by several people.

Xu Chen stood up with a smile, still polite and neither humble nor arrogant.

Sun Amy behind her also stood up, but there was already some anger in the little girl's round eyes.

In her opinion, making the "guests" wait for more than 40 minutes is extremely impolite no matter what.

Yan Chuan remained warm and polite on the surface:
“Let me introduce:
This is Andy He Dachang, the brand director of our Jeep domestic team. ”

He Dachang looked to be in his thirties, with a dark face and a pair of large, bright eyes.

He reached out and shook hands with Xu Chen:
"I'm sorry, Mr. Xu Chen. I was in a meeting just now, so I was delayed."

Xu Chen smiled and said, "It's okay, Mr. He. Nice to meet you!"

He Dachang smiled kindly, and at least on the surface he seemed warm and natural.

The two of them each took out their business cards and bowed to exchange them.

Xu Chen introduced Sun Amy who was standing behind him, and they also politely exchanged business cards.

He Dachang looked behind him and introduced:
"This is Vincent Liu Wenqin, the creative director of BBDO, the advertising company that Jeep works with."

Xu Chen smiled as usual on the surface, but he sneered in his heart.

BBDO is a 4A advertising company headquartered in the United States.

The other party directly called the cooperating advertising company to the meeting, and the implication was very obvious.

This is to clearly inform Xu Chen and Dongchen Advertising that we already have a cooperative advertising company, so there is no need for another advertising agency...

Xu Chen looked calm and exchanged business cards with Vincent Liu Wenqin.

The other party’s business card was in traditional Chinese characters, but from his “refined” dress and temperament, it could be seen that he was most likely a creative person from Taiwan Island.

In the mainland advertising industry in the early 4s, positions such as creative director and group director at the top of international A advertising companies were basically occupied by outsiders from Hong Kong, Taiwan, and Southeast Asia.

Domestic advertisers are just doing odd jobs at the bottom.

Creative people in Hong Kong and Taiwan still tend to stick together and look down on mainland advertisers.

In many international 4A companies, for mainland advertisers, being able to become a senior director is already the ceiling. Those who are promoted to deputy directors have mostly integrated into the Hong Kong and Taiwan circles by being good at socializing.

Of course, this is not entirely unreasonable.

The advertising industry in Hong Kong and Taiwan started early. In the 1990s and early 2000s, advertisers from Hong Kong and Taiwan did have advantages in terms of professionalism.

But as a reborn person, Xu Chen has seen the development of the advertising industry in later generations, so it is still a dimensionality reduction attack for the creative people from Hong Kong and Taiwan in the 2000s.

……

The two sides exchanged pleasantries for a while, and He Dachang then asked everyone to sit down.

Xu Chen looked calm and did not speak in a hurry.

Andy CEO He Dachang paused for a moment, then got straight to the point and said:
"Today's promotion of Jeep in the country is extremely important.

So we also found the internationally renowned 4A company, BBDO Tianlian, to cooperate with us..."

Xu Chen couldn't help but sneer in his heart. Sure enough, the opening was another implicit "order to expel the guest".

He Dachang was polite on the surface and continued:
"This year, the purely imported 'Grand Cherokee' was officially launched in China, and we expect to introduce our flagship model 'Wrangler' next year.

This year's brand promotion is to re-establish the Jeep brand's image as a high-end off-road vehicle. It is an advertising campaign that must be won..."

"We selected two spokespersons, one of whom is Xie Bingran.

This is also the general suggestion of Vincent from BBDO!

We still had some concerns at the beginning, but after some preliminary research, we found that Xie Bingran and the Jeep brand do have a very compatible spiritual core.

Therefore, we are 100% willing to sign Xie Bingran as the endorsement partner.

But I did not expect that Xie Bingran would have his own designated advertising partner. "

He paused for a moment, then looked up at Xu Chen with his big round eyes.

Xu Chen remained silent for the time being, waiting for the other party to continue speaking.

The atmosphere was a little awkward. He Dachang pretended to smile cheerfully and said:
“We really wanted to sign Xie Bingran, so we had several rounds of talks with An Jinxiong and Li Yue from the General Administration of Sports.

If Dongchen Advertising really doesn't want to release it...

We can also set aside an additional RMB 300,000 as service fees to Dongchen Advertising.

But we still hope to be able to control our advertising plan and production ourselves, and let BBDO, our partner, do it..."

Xu Chen was speechless.

He took out another 300,000 yuan and wanted to get rid of himself.

Last time Li Yue was on the phone, he said 100,000...

I don’t know if the two prices were different, or if Li Yue or An Jinxiong deducted another $200,000 in the middle.

……

He Dachang had already said it very bluntly, and then he pretended to smile heartily, picked up the cup on the table and took a sip.

Amy Sun said nothing and turned to glance at her boss.

She still felt a little unhappy. Although Xu Chen had prepared and warned her, it was still quite infuriating.

As soon as I came up, I was ordered to leave...

Xu Chen looked normal and said:
"Dongchen Advertising came to visit today and is willing to join the Jeep project, not for business, advertising orders, or a fee of three hundred thousand.

We have a lot of projects going on ourselves, so we don’t have much free time.

We did this purely because of Xie Bingran's request...

Mr. Andy and Mr. Vincent should be aware that many spokespersons still have special review requirements for advertisements involving themselves.

After all, not every advertising company understands the needs and tone of the spokesperson, and the creative ideas and plans they produce may not be suitable in the eyes of the spokesperson.

Xie Bingran chose Dongchen Advertising to cooperate with us because he believed in our ability to control content and did not trust other advertising companies..."

After the words fell, He Dachang was slightly stunned, and Liu Wenqin's expression turned a little ugly for a moment.

Xu Chen's words made it clear from the beginning that we are also very busy and are not here to beg for this project!

Only our company can handle the content related to Xie Bingran.

If you really want to sign Xie Bingran, you can't avoid the content review of Dongchen Advertising...

He Dachang smiled and continued:
"In this case, can we try another way of cooperation?
The creative advertising plan will still be proposed by BBDO, but Dongchen Advertising can serve as the spokesperson and give review and modification suggestions? "

Obviously, there are still doubts about the ability of Dongchen Advertising. Such an "auditing party" is actually a fictitious entity and does not have much practical significance.

Before Xu Chen could reply, Liu Wenqin on the side said:

"Mr. Andy, isn't this inappropriate? We at BBDO don't want a third party to review our plans and ideas." Xu Chen said calmly:

"Boss Andy, it's not that complicated!

Dongchen Advertising can come up with a plan first, and your company can take a look to see if it is suitable, and then we can discuss other things.

I just said that we at Dongchen Advertising are willing to participate in this project purely for Xie Bingran.

We are also worried that proposals from other advertising companies will damage Xie Bingran's image.

This was also Xie Bingran's personal consideration, so she chose Dongchen Advertising, which she trusted more..."

As soon as he finished speaking, Liu Wenqin's expression turned noticeably ugly.

He paused, then spoke again:
"Jeep has another spokesperson besides Xie Bingran.

This creative plan involves two spokespersons, not just Xie Bingran...

We at BBDO are very familiar with the other spokesperson, and he is also in charge of the creative process!"

Xu Chen knew clearly that Mr. Vincent from the Taiwan Island actually had no hostility, but when facing those who came to "grab orders", he still needed to adopt a positive and tough attitude.

He frowned slightly and thought about it, then went over the memories of his past life in his mind and said:
"If I'm guessing correctly, the other spokesperson is a celebrity entrepreneur in the country, right?"

After he finished speaking, Liu Wenqin was suddenly stunned.

He Dachang was also stunned for a moment, but then he showed an interested expression.

When a brand invites a spokesperson, the information is kept absolutely confidential before it is officially announced and will not be disclosed to any irrelevant people.

The only contact channel for this "Teacher Xu Chen" of Dongchen Advertising may have been Director An and Director Li from the national team.

But An Jinxiong and Li Yue also didn't know the information of the other spokesperson...

So, how did he know?
Just as He Dachang and Liu Wenqin were puzzled, Xu Chen smiled and said:
“We will also come up with a plan for another spokesperson, and then we can show it to the other party.

Dongchen Advertising is still confident that we can come up with a plan that satisfies even the most picky celebrity entrepreneurs.”

He Dachang said:

"I would like to ask, how did Mr. Xu Chen know that our other spokesperson would be a domestic celebrity entrepreneur?"

Xu Chen smiled and said, "I guessed."

Liu Wenqin: “Guess?”

Xu Chen: "If I guess correctly, it should be Mr. Wang Shi, the founder of Vanke?"

As soon as the words fell, He Dachang and Liu Wenqin both looked extremely surprised.

Not only did he guess that the other party was a famous domestic entrepreneur, he even guessed who it was? !

He Dachang lowered his head and thought about it. There would be no problem in keeping the secret. An Jinxiong and Li Yue did not reveal anything.

How on earth did he know?
Xu Chen was able to guess that it was the real estate developer Wang Shi, naturally based on his memories of his previous life.

In the past, Jeep had hired several spokespeople. The ones Xu Chen could think of were Wang Shi, Liu Qiangdong, Xie Tingfeng, Duan Yihong...

It seems that Lee Jong-sung is also included, but it is already a very late promotion.

At this time in 2006, JD.com had not yet officially risen, and Liu Qiangdong was not well-known.

Xie Tingfeng is generally "young", so he would not be invited when the main model is "Grand Cherokee". If Xu Chen remembered correctly, Xie Tingfeng was also the spokesperson for the young model Cherokee in his previous life.

As for the tough guy actor Duan Yihong, although the TV series "Soldier Assault" that made him famous was broadcast in 06, it was not until 07 that he became popular again on the Internet. Now Duan Yihong has no fame at all.

Then, by the process of elimination, the only possible person is Wang Shi, the founder of Vanke.

At this time in 06, Vanke was also at its peak.

Wang Shi has become a "star" among domestic entrepreneurs through a series of topical actions such as climbing Mount Everest and reaching the South Pole.

And it just happens to coincide with the tone of Jeep's current main model, the "Grand Cherokee".

Among the several waves of Jeep promotions in the past, Wang Shi’s promotion was the most effective and had the highest recognition.

……

He Dachang picked up the cup and took a sip, then looked up at Xu Chen, seeming to be interested.

He couldn't help but ask:
"Can I ask, how did Mr. Xu Chen guess who our other spokesperson would be?
This matter is kept highly confidential even within our company.”

Sun Amy adjusted her round-frame glasses, looking surprised and puzzled.

She had listened to the previous communication and felt that she couldn't understand it.

……

Xu Chen thought about it and quickly came up with a set of words:
"I was just guessing, it seems I was right...

Mr. Andy just revealed that this year the main model to be promoted is the fully imported 'Grand Cherokee', and next year the 'Wrangler' will be considered for introduction.

As a full-size luxury SUV, the main user group of the 'Grand Cherokee' is successful middle-aged men, and the most typical users are the so-called entrepreneurs in China.

The 'Wrangler' is a relatively young hard-core off-road vehicle, and users will also perceive it as being younger.

Of the two spokespersons, judging from the tone, Xie Bingran will definitely be more in line with the "Horse Wrangler", with the attributes of challenge, wildness, and passion.

Then the other spokesperson must fit the product tone of the Grand Cherokee..."

Xu Chen paused briefly when he reached this point.

Seeing that He Dachang was listening attentively, he couldn't help but nodded slightly.

Xu Chen smiled and continued:

“Before I came here, I did some research.

Some time ago, Jeep held a press conference to warm up the domestic launch of the "Grand Cherokee" and issued a number of press releases.

The Jeep's domestic marketing president mentioned in an interview that the target audience of the "Cherokee" is the country's successful white-collar workers and entrepreneurs.

They are middle-aged, successful in their careers and live a wealthy life.

Pursuing self-identity and spiritual sustenance...

In fact, it is not easy to find spokespersons for such a target group.

I thought about it, but I couldn't think of any domestic celebrity or actor who would be suitable.

Yesterday I happened to read some news articles about the "celebrity entrepreneur" Wang Shi...

If I were to choose a spokesperson for Jeep, I would choose Wang Shi.”

……

As soon as Xu Chen finished speaking, the conference room became unusually quiet.

BBDO's creative director Liu Wenqin's expression changed.

Jeep Brand Director He Dachang paused, then suddenly stood up with an excited look on his face:
"Teacher Xu Chen, what you said... is exactly what we thought!
Especially the sentence just now, it touched my heart!
'They pursue self-identity and spiritual sustenance'!
This is the starting point for us to choose our spokesperson, and it is also the emotional point that the Jeep brand wants to resonate with users! ”

　It’s the last day of this month. Can I ask my godfathers for a monthly pass?
　　
　
(End of this chapter)