Rebirth: My dad is too obedient

Chapter 442: I'm sorry to make Mr. Xu laugh!

meeting room.

Hua Shaojie affirmed Dongchen Advertising's proposal, and several young people in the back row couldn't help but express their opinions.

"It's really good. It's more powerful than the ones from the previous advertising companies!"

“And those drafts are very visually impactful and unforgettable!”

"Although we don't have a spokesperson, this masculine element is itself the 'spokesperson' of Cadillac!"

……

Brand Director Hua Shaojie looked very happy, as if a weight had been lifted off his shoulders.

What Xu Chen didn't know was that Cadillac's brand promotion project had actually been going through many rounds.

I have come across proposals from several companies before, but I was never particularly satisfied with any of them.

The most important point is that the unique brand tone of "Cadillac" cannot be promoted.

We also called for a competition from international 4A companies, but all the proposals we received were ordinary, without any major highlights.

Of course, there is also a more hidden reason, which is the interference and "constraints" from Sun Jing on the sales line.

Among them, there were one or two acceptable plans, but they were also disrupted by Sun Jing.

In fact, Hua Shaojie is very clear about Sun Jing's plan.

It's nothing more than a fight for budget allocation for the new fiscal year.

The overall market budget is a pool. If more is invested on the brand side, the budget on the sales side will be less.

From the perspective of Sun Jing in the sales department, she hoped that the budget of the brand department would be cut so that the budget she could use to attract customers could be increased...

People who reach this position in big companies are all shrewd people, and they all know everyone else's little tricks.

The big boss Lian Sean naturally knew this in his heart.

But he was slow to make a decision because of his business problems.

For the new fiscal year, the allocation of the marketing budget between the brand department and the sales department has indeed not yet been finalized.

……

Hua Shaojie was aware of all these situations.

However, after seeing the plan from "Dongchen Advertising" today, Hua Shaojie has secretly made up his mind to keep the Dongchen plan at all costs.

In addition to ensuring their own budget and market actions this year, it is also because the plan put forward by "Dongchen Advertising" is really outstanding.

The brilliance is beyond expectations.

It is obviously much better than the previous plans I have seen.

That powerful "masculine" advertising theme alone has the opportunity to become the "golden advertising phrase" in the industry this year.

……

The discussion gradually quieted down.

But everyone was still waiting for the big boss, the tall and strong marketing VP Lian Sean, to speak.

Lian Sean paused for a moment, then turned to look at Sales Director Sun Jing:

"What does Judy think?"

Hua Shaojie frowned, feeling a little distressed.

Sun Jing knew without even saying a word that she would definitely come to question and disrupt the situation.

Sun Jing smiled:
"The proposal of 'Dongchen Advertising' is quite unique and better than any proposal I have seen before...

But I still have the same question, what use is such an advertisement in terms of product sales?"

Lian Shangen didn't respond, but turned to look at Hua Shaojie.

Hua Shaojie: “We have discussed this issue several times.

What we are discussing now is the proposition of brand promotion, which cannot be directly linked to sales.”

Sun Jing put on a nonchalant smile:

“All our market actions will ultimately be reflected in sales data.

Ultimately, it all comes down to product sales.”

……

The atmosphere suddenly became a little weird.

Sun Amy and Gu Xinxin looked at each other, then turned to look at Xu Chen.

Xu Chen still looked gentle and said nothing.

The two or three sentences exchanged between Hua Shaojie and Sun Jing have confirmed "Mr. Xu's" previous guess and he has also made a rough assessment of today's situation.

This is what it’s like to be the second party.

Whether a project can be won is affected by many factors, even some subtle conflicts within the client.

……

The big boss Lian Sean still said nothing.

Hua Shaojie and Sun Jing, each standing from the perspective of brand line and sales line, argued back and forth for a few sentences.

The focus of the debate is not whether the "Dongchen Advertising" plan is creative or not, but whether brand advertising in this way can boost sales.

……

A few minutes passed, and he seemed to be in a state of anxiety again.

Xu Chen could imagine that in the previous meetings, Hua Shaojie and Sun Jing might have been in this state.

He couldn't help but smile bitterly in his heart. No wonder this project came to him on its own initiative.

It is really a difficult and hot potato to handle.

It is estimated that all 4A companies that have participated in competitions and proposal presentations before have failed to win the project for unknown reasons.

In fact, this has nothing to do with the quality of the plan and the idea itself, and the internal conflict within Party A has not yet been resolved.

As the second party, the advertising company can only be in a passive state in such projects.

……

……

The big boss Lian Shangen cleared his throat, and Hua Shaojie and Sun Jing, who were still arguing, finally stopped.

Xu Chen sneered in his heart, thinking that this big leader also knew the art of balance very well.

In fact, the crux of the problem has always been with him.

He did not think clearly about the allocation of resources, nor did he decide on the balance of resources between the brand department and the sales department, but instead let Hua Shaojie and Sun Jing fight for them.

And even involved the innocent advertising company...

Thinking of this, Xu Chen felt that it was a waste of time.

The quality of Dongchen Advertising’s proposal is no longer the decisive factor in whether it can win the project.

Suddenly, Mr. Xu lost interest in this project.

Unexpectedly, at this time, Lian Shangen threw the topic to Xu Chen:
"Mr. Xu, what do you think about this issue?"

Xu Chen pretended to be stunned: "Which question?"

Lian Shangen smiled and turned to look at Sun Jing.

Sun Jing said:

"This ad cannot boost sales."

Xu Chen: “This is not a problem at all.”

Perhaps because of his impatience, Xu Chen's words became direct.

Sun Jing was stunned, but she didn't expect Xu Chen to answer like this.

According to the situation in the previous few meetings, the people in the advertising company had already started to find various excuses to prevaricate and make up for the situation.

After all, for advertising companies, they cannot offend anyone on the client's side. They need to try their best to prove the value of their proposals, and winning the project is their top priority.

And this "Mr. Xu" in front of him actually "killed" the problem with just one inexplicable sentence?
Lian Sean: "What do you mean?"

Xu Chen paused and said:
“Because this ad doesn’t solve the sales problem at all.

If the purpose is to boost sales, then simply don’t do this wave of advertising promotion, save the budget, and use it all for price cuts and user benefits.”

As soon as he finished speaking, Sun Jing suddenly smiled.

This is exactly what she expected.

Hua Shaojie frowned and his expression became a little ugly.

Lian Shangen was stunned for a moment, but seemed to be interested. He looked up at Xu Chen, as if waiting for him to continue.

Xu Chen: "But the meeting we are holding today is a brand promotion meeting, not a sales meeting, right? Why do we have to discuss sales issues at a brand promotion meeting?"

Xu Chen looked at Hua Shaojie and said jokingly:

“Then I suggest that Mr. Jack from the Brand Department should also attend the Sales Department’s meetings in the future.

In the future, when the sales department discusses promotion policies, Jack will need to ask whether it will help brand building..."

As soon as the words were spoken, the atmosphere in the conference room froze.

Hua Shaojie was stunned for a moment, but suddenly showed a hint of joy.

yes……

This meeting is the home ground of the brand department!
Why is the sales department here to give orders?
Then from now on, the brand department can also challenge the sales department’s meetings!
Sun Jing frowned and his expression turned a little ugly.

Because of Xu Chen's words, the problem was directly attributed to "departmental constraints."

This also put Sun Jing from the sales department into an extremely embarrassing situation...

In fact, Xu Chen had already made the best judgment on the situation. If he wanted to win this project, he had to be on the same front with Hua Shaojie from the brand department.

After all, the production costs of advertising materials will be controlled by the brand department.

So when faced with the aggressive attitude of Sun Jing from the sales department, "Mr. Xu" chose to confront her directly.

Anyway, I am a third party outside the matter, so I am not afraid of offending anyone.

It would be great if I could win the project and make money.

……

The big boss Lian Shangen turned his head and glanced at Hua Shaojie and Sun Jing, but gave a sly smile.

Sun Jing thought for a moment, then looked at Xu Chen and said:
“This is not a problem with the brand and sales departments, but a problem with our overall marketing.

All marketing actions are ultimately aimed at product sales.

Of course, this includes branding..."

Xu Chen shook his head:

"of course not."

Sun Jing: "What do you mean?"

Xu Chen: “All marketing actions are ultimately aimed at brand building.

Including sales..."

Sun Jing: "You said what I said the other way around. It doesn't make sense."

Xu Chen looked normal, and said slowly:
“Cadillac has been around for more than a hundred years. How many models have they sold?
Among these models, are there some that sell well and some that don’t?

In these hundred years, have there been years with good sales and years with bad sales?

In the past hundred years, has there been any other brand that has surpassed Cadillac in sales?
But some of them may have died..."

Sun Jing: "What do you want to say?"

Xu Chen: “Sales have been up and down, and products have been up and down.

What has supported Cadillac for more than a hundred years is not the sales of a certain model, nor the sales of one or two years...

But it is Cadillac that has established a long-lasting brand impression in people's hearts.

Brand imprint is complex and comprehensive, including products, sales, user reputation, advertising promotion...

That’s why I said that all marketing actions are ultimately aimed at brand building.

Including sales.”

Sun Jing was stunned and speechless for a moment.

Sun Amy and Gu Xinxin looked at each other, smiled secretly and exchanged glances.

Hua Shaojie lowered his head slightly, but seemed to be thinking about something.

Xu Chen looked at Lian Shangen and Hua Shaojie:
“I thought today was a brand promotion meeting, so I brought the corresponding creative plan.

But if we are discussing sales issues today, it is definitely not what Dongchen Advertising is good at.

I think there is no need to waste each other’s time…”

As he said that, Xu Chen actually stood up, looking as if he was about to leave.

Sun Amy and Gu Xinxin beside him also subconsciously followed the boss and stood up.

Gu Xinxin was even hurriedly packing her computer and bag.

The big leader Lian Sean then smiled heartily:

"I'm sorry to have made Mr. Xu laugh!

Today is of course a brand promotion meeting, and what we are going to discuss is the creativity of brand advertising..."

After the leader finished speaking, Sun Jing's face became even uglier.

Hua Shaojie straightened his expression and sat up straighter.

Lian Shangen stood up with a smile and waved his hand to comfort Xu Chen:

“What Mr. Xu just said was very good.

What has supported Cadillac for more than a hundred years is the brand imprint in people's hearts.

Whether it is brand promotion or sales behavior, it is all for the purpose of long-term brand building.”

He paused for a moment and said in a half-joking tone:
"Mr. Xu's other reminder just now is also very good.

I think it’s better to have separate meetings for the sales department and the brand department in the future.

After all, KPI and focus goals are different, so there is no need to confuse them anymore! ”

As soon as he finished speaking, a look of joy appeared on Hua Shaojie's face.

The sales department's "interference" has finally come to an end today...

He recalled the brief words spoken by "Mr. Xu" and instantly felt a sense of admiration.

Why didn't I think of those remarks that hit the nail on the head before?

Or maybe it's because "those involved are too confused", or maybe I have too many guesses and fears about my leader's thoughts, which leads to me not expressing opinions that get to the point.

Lian Sean paused for a moment and said:

“Thank you Mr. Xu, the proposal of Dongchen Advertising today is eye-opening and surprising.

The creativity is very striking, and it is the best proposal I have seen recently! ”

He looked at Hua Shaojie:

"Jack will be the one making the decisions going forward. I'll let you handle all the internal matters of the brand department."

Hua Shaojie: "Thank you Shane for your trust!"

……

Lian Shangen looked at Xu Chen again:

“Mr. Xu’s proposal today really exceeded my expectations.

Mr. Xu is so young, and his team consists of two girls...

It’s actually hard for me to imagine how you can create such a masculine ad.”

Xu Chen:

“Being able to understand different types of users is a basic quality and requirement for advertising creatives.

As a man, I have also worked on advertisements for women's products, and also achieved very good market results."

In such occasions, Mr. Xu naturally does not need to be deliberately humble.

……

……

Thus, Cadillac's proposal was successfully concluded.

There was a long and inexplicable argument in the middle. In fact, Sun Amy and Gu Xinxin didn't fully understand the situation until the end.

Mr. Xu did not know the whole story, but based on his various work experiences in past and present lives, he had actually guessed most of it.

Before Lian Shangen left, he specifically said to Hua Shaojie and Sun Jing:

"We will have another meeting this week to discuss the annual budgets for the brand and sales departments. I will finalize it..."

He looked up at the projection screen again and said with a smile:
“This project will move forward quickly and there will be no problem with the budget.

I think this wave of promotion has the potential to further increase Cadillac’s user awareness! ”

……

(End of this chapter)