Chapter 647： It's too embarrassing

Magic City Ogilvy Advertising Company.

Wang Ming rubbed his sour eyes and looked out.

Looking at the dark night, Wang Ming sighed inwardly.

What followed was filled with endless confusion.

What should I do now?

His company is Ogilvy & Mather, a subsidiary of WPP Group, one of the world's four largest advertising companies, and is also a well-known international 4A advertising company.

4A is the abbreviation of American Association of Advertising Agencies (AmericanAssociatoofadvertisingAgencies). It is a large-scale comprehensive multinational advertising agency that can become an international 4A advertising agency.

In 1979, the first international 4A advertising company to enter the Chinese market was Dentsu, which set off a trend of international 4A advertising companies entering China one after another.

As of 1998, the world's top 10 advertising companies have set up joint ventures in China, such as McCann Bright Advertising, JW Thompson Zhongqiao, Magic City Ogilvy, Magic City Grey Lion, Jingcheng Dentsu, etc.

Their magic capital, Ogilvy & Mather, is one of the first to eat crabs, especially in 2019, when Ogilvy & Mather acquired a stake in a Chinese joint venture company and operated independently from then on.

However, the salary is not high, and it doesn’t matter if it does not increase. In recent years, 4A advertising companies have declined sharply. Even large international companies cannot reduce layoffs, close branches, and stop recruiting.

There are many reasons for the impact.

Wang Ming laughed at himself, he could even write the entire composition.

1. Competitors increase.

Many consulting companies also set up advertising agency businesses, such as Bain or McKinsey, in addition to providing strategic consulting to companies, they can also solve advertising and marketing problems, which are more diversified than traditional 4A companies.

Another is the advertiser's own advertising and marketing department. When the famous daily chemical company Procter & Gamble established a new advertising company, it poached many elite employees of world-renowned 4A companies such as Leo Burnett and Publicis Group.

2. The impact of new marketing methods...

3. The disadvantages of traditional advertising cannot be eliminated...

4. Industry brain drain...

In fact, the biggest influence is that the media has changed. The three pillars of the past (TV, newspapers and magazines, and outdoor print) are all outdated. Now the mainstream is Internet advertising.

The advent of the Internet era has not only affected the physical industry, but also many traditional industries such as advertising companies have also been hit hard.

When he was about to get off work, Zhang Qi, the general assistant, suddenly came towards him in a hurry.

"Director Wang, President Du called you to go to the meeting, right in the conference room."

"now?"

"right."

Wang Ming's mood suddenly turned bad. He worked overtime until 9 pm, and was about to come to a meeting after get off work. Are you sick?

"Okay, I'll go right now."

When Wang Ming got up, he noticed that the general assistant was in a hurry, and seemed to rush to inform others.

Did something major happen to the company, or did the headquarters find fault again?

Wang Ming didn't know, and walked to the conference room unwillingly.

in the conference room.

Du Yuankai, the boss of Ogilvy & Mather, looked down at his watch several times, and his face was impatient.

"Okay, now there are eight or nine people, and several other executives are on their way to the company, then we won't wait for them, we will have a meeting first."

The audience was silent, and they all looked towards Du Yuankai.

Du Yuankai held a remote control and pressed it a few times, and a projection appeared on the wall.

"This is a Weibo distributed by Guanghua University at 8:12 p.m., let's take a look at the content first."

Wang Ming from Guanghua University is not only familiar with it, because his mobile phone is the first batch of Huaxing photonic screen version Mate45pro that was snapped up.

As a user of the first-generation photonic screen technology, it is natural to know how powerful this new technology is, especially the news that the optical core technology was conquered yesterday was swiped, and everyone all over the country knows it.

Just this content...

Wang Ming's eyelids twitched a few times, it was so scary.

[Guanghua University: Due to the needs of the school's business, it is necessary to shoot a promotional video for the college entrance examination recently, which usually does not exceed 10 minutes. The budget starts at 5 million, and the upper limit is not capped. Interested advertising companies or film and television companies should submit past works and information to Email below. 】

International companies like Ogilvy & Mather have advertisements for famous Chinese and foreign brands such as IBM, Motorola, Sino-US Smith Kline, Unilever, Uni-President, KFC, Siemens, etc.

But even for these big productions, depending on the size of the brand and the size of the advertising production, the price of a video advertisement is between 2 million and 8 million, and a big deal like Mercedes-Benz’s 20 million is rare.

Guanghua University's 5 million is already a very high level in the industry, and the most interesting thing is that the other party's four words "top is not capped".

Thinking about the assets of Guanghua University, Wang Ming took a breath.

"hiss--"

But forget that Principal Chen's assets are not small, especially with a big killer like a photon screen, he is completely a rich man.

There was a loud noise in the conference room, and several people beside Wang Ming were discussing this Weibo.

"Guanghua University's handwriting is too rich, isn't it? Five million to shoot an admissions promotional video, it's really a scorpion **** - the only one!"

"Isn't there something tricky? Didn't the Tourism Bureau of South China spend 3.48 million to shoot a tourism promotional video?"

"Nongwat? Guanghua is a private university, still need to go around such a big bend?"

"Oh, yes, then they are sick. One or two million can make a top-level admissions promotional video. As for using 5 million, it's still a start... It's really scary."

Some people sneered, "I think it's a big deal. Just like Mercedes-Benz back then, it spent 20 million to buy a 500,000-quality advertisement."

Wang Ming was silent. He was thinking about retreating. Even if he had climbed to the position of director of the creative department, the higher the position, the more he could feel the decline of the industry.

Finally, Du Yuankai spoke up.

"We, Ogilvy & Mather, must win the promotional video of Guanghua University. This project will be the top priority of our company this year, and everyone must cooperate with the bidding."

With that said, Du Yuankai stared at Wang Ming, and said in a deep voice, "Director Wang, your creative department must do your best for me this time..."

What happened in Ogilvy & Mather also happened in other major advertising companies and film and television companies.

And this Weibo post of Guanghua University also became popular, and it was directly dropped to 23rd on the hot search list.

While advertising and film and television companies are hot, the other circle is very cold.

Jiangcheng.

Principal Dou of Wuhan University lost his temper directly at home.

"They Guanghua are doing something again?"

"Are you sick? Shooting a promotional video to make such a high standard, five million is still a start?"

"It's amazing to be rich?! My pei!"

Even if he scolded himself, he could not relieve his anger. Principal Dou called Principal You of Huake.

The old rival didn't know the news yet, and after Principal Dou told it, Principal You was also speechless for a while.

Domestic famous schools of their level will naturally shoot admissions promotional videos.

If you don’t pay attention, you will spend tens of thousands; if you pay attention, it will increase the funding to 100,000 to 200,000 Even the most arrogant Shenzhen University, Tsinghua University, and Zhejiang University are at most 300,000 to 400,000 yuan. After all, they It is a public university, and spending too much money on this kind of expenditure can easily cause climate problems.

After condemning together, Principal Dou felt a sense of powerlessness in his heart.

Guanghua University dared to spend millions to make a promotional video, but they dared not follow.

Well, he comforted himself.

"It's just a promotional video. Admissions still have to look at rankings and strengths, and wait for the joke next month!"

...

Magic City, in a rental house.

Wang Dabin, an independent director who was once popular for a while, is eating instant noodles and swiping Douyin.

Until I got to the video of the Guanghua University promotional film event.

The fork slipped from his fingers.