Top 10 Advertising Key Figures

[Xu Baiyi]
The advertising industry's love for the heroes is "grandfather."

Ogilvy's grandfather is David Ogilvy. Jeffrey Thompson's grandfather is JWT, and the Chinese advertising industry's grandfather, who is doing his job, must be Xu Baiyi.

In 1928, he started work at the "Declaration" joint advertising agency. In 1941 he joined the British Advertising Consultants Association and started an advertising company. At the beginning of the liberation, he was elected executive director of the Shanghai Advertising Commercial Association. In 1956, he was transferred to the newly established Shanghai advertising company. In the year of visiting the museum, he discovered the oldest advertisement in China: the advertising copperplate of the Kung-Fu Kung-Fu shop in Jinan during the Song Dynasty.

At the end of the Cultural Revolution, Xu Baiyi was 70 years old, but it was full of trees. He was more energetic than young people: he wrote "practical advertising manuals" for Chinese people, wrote "a brief history of Chinese advertising" and "sold to China" for foreigners, and also served as Taiwan and Singapore. Special writer for advertising magazines.

Xu Baiyi is a living witness to the history of modern Chinese advertising. At the end of 1997, the China Advertising Association awarded him the “Advertiser's Lifetime Achievement Award”.

[Hong Jiang]

Jiang Hong’s former subordinate said: “What kind of adjective can be used on him is no exaggeration.”

From the 1960s, he began to work as a propaganda artist, and in 1984 he took office as general manager of Beijing Advertising Co., Ltd. The experience of Jiang Hong is also the development of the advertising industry in New China. In Beiguang, he put forward the position of “focusing on creativity and providing comprehensive services for customers”. Today, this phrase seems to be common sense. At that time, he was very far-sighted. In 1988, he was transferred to the Association of Foreign Trade and Economics as Secretary General and Vice President. Do a lot of work to promote the exchange of advertising between China and foreign countries.

At the age of 50, Jiang Hong suddenly resigned from his admirable high-level position. Xiahai founded Dacheng Advertising Co., Ltd., which is also the first private advertising company in Beijing approved by the government to establish the right to operate advertising at home and abroad. In 1994, Dacheng, with its outstanding performance, and Beijing International Advertising Corporation jointly became the largest joint venture company of Japan Dentsu Advertising Corporation. Jiang Hong also served as a director of China Dentsu.

Demeanor, steady behavior, sharp thinking, and decisive action, these words often appear in reports on Jiang Hong. Among the "old generation" advertisers, he is undoubtedly one of the most charismatic and glamorous.

[Liu Baofu]

The curse on the head of the advertiser is the "Advertising Law of the People's Republic of China" passed at the end of 1994 and came into force in early 1995.

At the time Liu Biaofu, director of the advertising department of the State Administration of Industry and Commerce, was the drafter of this advertising law.

The Chinese advertising law is more restrictive than most countries in certain restrictive terms, such as the inability to "use national, top, best, etc." and "cannot compare similar products."

Liu Baofu specifically proposed to introduce the "Advertising Law," saying that this is "a new starting point for China's advertising development." He also believes that strict restrictions are more in line with China's national conditions. After all, China and the West are different.

The "Advertising Law" has finally caused us to bid farewell to spam advertisements such as "provincial, departmental, and excellent" that were flooded with TV screens.

The "Advertising Law" also allows advertising companies to "wear and dance in chains". The prevailing Carlsberg slogan "probably the best beer in the world" has to change its face, and brands like Tide detergent can only put new products. Compare with your previous product.

In any case, wearing a chain dance is better than a freak dance, and the "Advertising Law" does make China's advertising have a preliminary specification. Shortly after the publication of the "Advertising Law," Liu Baofu retired.

[Tang Zhongpu]

Many people do not know Tang Zhongpu, but they must know "advertising modern classic books."

This series of books covers the classic works of the advertising industry in the United States, Japan, and Taiwan: David Ogilvy's Confessions of an Advertiser and Yan Boqin's “Successful Advertising in 80 Cases” and so on, involving advertising planning, creativity, media, advertising psychology. Study all aspects.

In 1991 in China, the advertising industry was still ignorant, and the channels for obtaining information were far less smooth than today. The introduction of this series of books is indeed the best textbook. Not only was it deeply enlightened by the operation of the advertising industry in China at that time, it even affected a large number of young people who knew about advertisements, fell in love with advertisements, and entered the advertising industry.

The moment Luoyang Zhigui reprinted again and again, there was no advertising book that could be recaptured.

The publication of the series and the editor-in-chief of the series were Tang Zhongpu, editor-in-chief of the "International Advertising" magazine. This alone is enough to leave a name in the history of Chinese advertising.

[Han Ding]

Hanzi is the legendary hero of China's advertising. The image of the sun god was broadcast on CCTV in 1991. Everyone was asking: Who did this shoot?

The production of this advertising film is a famous work of the White Horse advertising company founded by Hanzi Ding. Hakuba emerged from the initial stage of the domestic advertising industry, and immediately raised the level of TV commercial production to a new stage. After the Jianlibao Li Ning chapter, Pan Gaoshou snake gall bladder cream, Samsung Motors, etc., have become a popular masterpiece. White Horse's creation pursues beauty, just like the elegant white horse on the company logo. When Hakuba became almost synonymous with China's local advertising industry, Han's interest turned to other businesses: cosmetics, real estate, and investing 100 million yuan to build "Aeolus" outdoor light box networks in major cities in China. Han Zi Ding said: "When I came back to the White Horse from the business circle in a stinking manner, my creative inspiration was very abundant."

[Sharon map]

Talking about the development of advertising in Shanghai, it is absolutely incomplete not to mention Shao Longtu.

Shao Longtu is known for his creativity and planning. There are numerous successful cases. The phrase “Twenty years of the year and eighteen years of the next year” that prevailed in Shanghai and then became a household name throughout the country was designed by Shao Longtu for Baili Soap. Open shirts, bee flower shampoo, phoenix pearl cream, Lao Cai soy sauce ... ..., these Shanghai brand-name image promotion have Shaolong map credit.

Even the fresh ideas of many image changes in Shanghai come from the hands of Shao Longtu, such as the opening of Nanjing Road Pedestrian Street, which he proposed to the Huangpu District Government in 1995.

The self-proclaimed book titled “The Declaration of Wisdom” by Shao Longtu is entitled “How did I embark on the road to self-torture?”, willing to masochism and squeeze wisdom. Shao Longtu represented the highest professional standards of the advertiser.

[Tan Xisong]

At the end of 1994, CCTV launched the “5-second standard” advertising tender for prime time. In the first year, the Confucius feast paid RMB 30.99 million, and there was a slight wave of confusion. In the following year, Qinchi, a small winery company in Linyi County of Shandong Province, threw 6666.68 million yuan. Standard king, big upset. The miraculous growth of Qinchi's sales in that year made the tenders for 1997 very hot. No one expected Qin Qin to win another bid of 320 million yuan. The desperate result was a disastrous defeat, and advertising costs could not be fulfilled.

This series of uproaring events pushed Tan Xisong, the director of the advertising department of the CCTV, who was originally behind the scenes, to the stage. It was her decision to create the most expensive advertising time in China’s history, and the domestic entrepreneurs won the CCTV. "Crazy enthusiasm for the title.

While accusing the “standard king” of disrupting the market order, few people noticed, but also in the appointment of Tan Xisong, the advertising department of the Central Taiwan Bureau put forward advertising periods worth more than RMB 300 million, and jointly launched poverty alleviation advertisements with advertising companies. Agricultural and sideline products in poor areas can therefore be seen on television screens.

In 1999, Tan Xisong went to Hong Kong to serve as general manager of China Advertising Corporation.

[Zhang Yimou]

Zhang Yimou took advertisements, altogether four or five, and it was always like a guest.

Even the guest, like his movie, constantly tried new things and let senior people in the ad circle lament: The original advertisement can also be shot like this.

Marlboro Lunar New Year film, red and yellow silk satin the majestic momentum of the Jiayuguan Regiment has no one can reach; Ericsson's image, the most plain life of the father and son, husband and wife, but profoundly conveyed that "communication is care" The truth of "Communication is love".

From many TV commercials today, we can still see the traces that are influenced by these tactics.

Of course, there are also works that are not so successful, such as the wild force red shoot for Gong Li.

Perhaps it was only when Zhang Yimou was not so frightened that he took the ads seriously seriously.

[Song Zhiming]

Everyone called him TB, as if it were derived from his name in Taiwanese.

Song Zhiming not only introduced Ogilvy & Mather Advertising Co., Ltd., which is the highest ideal for advertisers worldwide, but also allowed Ogilvy & Mather to take root in Hong Kong and China's three major cities. He also organized cross-public relations and direct sales to form a symphony orchestra-like Ogilvy & Mather integrated communications group.

Ogilvy brings advanced advertising concepts to the advertising industry in China, and more importantly, it also strives for perfection. Under this spirit, Ogilvy released the first foreign advertisement for radar watch in Wen Wei Po in 1979. In 1993, it also published the first full-page advertisement of China in Wen Wei Po – Xi Xi Air Conditioning. Successful advertising ideas abound.

As the chairman of Ogilvy Greater China, Song Zhiming stayed in the mainland for three-quarters of the time and spared no effort to attend various advertising seminars, delivered speeches, and disclosed the valuable experience of Ogilvy to establish a brand, in order to help the mainland. The overall level of advertising has improved.

Song Chien-ming is an authentic native of Taiwan Province. Like many Taiwanese who work hard in the mainland, he chose to work in Greater China. "Mostly because he has feelings for China," and because of the vast space in the Chinese market, he can stretch more. Soaring.

[Yu Yilu]

Today, in the advertising circles of Beijing, Guangzhou, and Shanghai, you can meet the graduates of advertising majors of Xiamen University at any time. Many of them have become independent.

The Department of Journalism and Advertising of Xiamen University, which began enrollment in 1983, is the beginning of China's advertising education. The founder, Mr. Yu Yilu, was a disciple of Stanford University’s founder, Xuan Weibo, who was then the director of the School of Communication at the Chinese University of Hong Kong. Despite the fact that China's advertising has just been restored, Yuyueru has seen the demand for talented people become a major problem since the advertising industry flourished. To this end, he advocated that the proposed news department of Xiamen University should include research on mass communication and set up an advertising specialty outside the journalism profession.

Yu Yeluo’s hard work is hard to imagine. Gather foreign materials, train teachers, liaise with foreign experts to give lectures, and do everything in his own hands; even choose a good English teacher, make overseas calls, talk with the US candidates for half an hour, Only knowing the other's ability can be assured.

After another 6 years, the Beijing Broadcasting Academy established the second advertising profession. Within the next two or three years, the advertising profession spreads throughout the country.

For Yu Yelu's vision, what else can be said?