Chapter 569: . Creativity is hard to find

Generally speaking, it is difficult to have a limit or a standard for such things as advertising bidding.
It mainly depends on what the advertiser needs and what needs to be obtained through this advertisement?
It seems that the Deep Blue Group can be rich and powerful, offering a reward of 100 million for an idea, but this idea is not so easy to do.
After all, you get what you pay for. This year, the most valuable thing is creativity, but the same thing is also the least valuable.
Of course, everyone knows that 100 million is not so easy to get.
On the Deep Blue Group, for the purpose of offering rewards for advertising creativity this time, the Propaganda Department and the President’s Office have also specially set up an audit department to communicate with these advertising companies.
And the compensation of 100 million Chinese dollars, not to mention the advertising circle, even people in the film and cultural circles can't help but be moved by it.
It’s just that they don’t know at all. Although they say it’s soliciting ideas, in fact, there are many doorways inside.
Really thought it was just an idea, so Chen Anping and the others gave money stupidly?
This involves the advertising creativity itself, the shooting of the advertisement, the placement of the advertisement, and the promotion plan, etc., certainly not a single idea is enough.
Of course, unless your idea is really good enough by itself, it's a different matter of course.
"One hundred million Chinese dollars, don't you have a lot of ordinary ghost ideas? Do you want to try?" Zhang Zirong looked at Wang Yifan expectantly.
In her eyes, Xi Tzu was in the eyes of her lover, and Wang Yifan's miracle, she had recognized Wang Yifan from the very beginning of his debut, and to the present, in Zhang Zirong's eyes, Wang Yifan has hardly been embarrassed by anything.
"Forget it, advertising is actually very troublesome to do. Although it is said that the solicitation is only creative, in fact, it involves a lot of things, which is too laborious and laborious." Wang Yifan is not short of money, why bother?
"Furthermore, even the major foreign advertising giants are interested. We don't want to join in the fun." Wang Yifan shook his head again.
In fact, Wang Yifan is mainly lazy. Otherwise, although the foreign advertising giants are powerful, but the national conditions are different, and the key is that the domestic advertising market is different from abroad.
A very simple reason is that if this advertising creative is made, it is naturally best for the company that comes up with the creative to be responsible for the follow-up operations including advertising shooting, placement, operation and so on.
Then we have to consider a question, what level is required for this advertisement and subsequent shooting? Low, not worthy of the 100 million reward, high, is Deep Blue really a fool?
In fact, whether Wang Yifan or others are not clear, the biggest problem is actually the issue of time.
On the dark blue side, Guangyao Mobile will be the top priority in the second half of the year.
In fact, as long as Guangyao Mobile wins a battle, it will naturally be attributed to Chen Anping’s successor, but the same problem is that Chen Anping’s current impact on Guangyao Mobile is not good. Last quarter’s revenue The big drop is proof.
Therefore, Chen Anping needs to eliminate this negative impact in the shortest possible time, and it is best to reverse and reverse public opinion.
Half a month has passed.
Chen Anping can be said to be disappointed.
Although there are many creative advertising companies, including several major foreign advertising giants, none of them can satisfy Chen Anping.
"Our creative script is to conceptualize the image of President Chen..." The creative director of DB, a European advertising giant, pointed to the PPT to talk freely.
DB naturally attaches great importance to this project. DB Advertising Group is well-known in Europe and the United States. It has always been famous for its atmosphere. However, this time is too short. Therefore, although DB also participates in the bidding, whether it can be passed or not. No one can guarantee the most expensive creative order in the history of China.
But obviously, DB was also PASSed in the end. It's not that DB's advertising creativity is not good. To be honest, DB's advertising creativity is still very good, but obviously there is still a certain distance from Chen Anping's requirements.
Generally speaking, there is no such bright feeling.
Moreover, each advertising company and advertising company in each region are generally distinctive. The emerging advertising companies in China adopt a retro style.
The advertising creativity of Asian country T has always been regarded as a classic by the Chinese. This time, their advertising creativity is to conceptualize Chen Anping into a mobile phone. Anyway, the creativity is really novel, but it is not wonderful.
One month later, many advertising giants came home.
Public opinion has also begun to develop in a bad direction. It has begun to spread on the Internet that Deep Blue Group does not really want to spend so much money to buy ideas. All this is just a carefully planned advertising and marketing.
The key is that this kind of remarks is recognized by many people.
After all, in itself, the idea of ​​offering a reward of 100 million creative ideas sounds like a kind of stupid money coming more quickly, and now so long has passed, advertising elites from all over the world have submitted articles one after another. Wonderful ideas are endless, but the result?
All were rejected, and no company got the order.
Naturally, it will make people feel, oh, originally there was no plan to take out real money, it was just a deliberate marketing operation.
This makes Deep Blue Group also a gloomy cloud.
In fact, there are several companies whose creative ideas are very good in the advertising department, but in the end, they were all rejected by Chen Anping.
The key point is that Chen Anping did not set any standards for this advertisement. Therefore, at this time, even people in the Deep Blue Group began to feel that it was just a marketing hype.
At this level, the media naturally wouldn't have any good words to say, so all kinds of complaints slandered Deep Blue, and the drafts with Chen Anping began to rush.
"This is the situation. The problem now is that the time is too short, and the rumors from the outside have also caused the advertising companies to start to have doubts, thinking that we have no intention to buy ideas..."
"Who is the most famous director in our country?" Chen Anping suddenly raised his head and asked.
"Yang Long, right? A hall-level director! He should be the first director in China, right?"
"No, right? If you say that the most famous director, shouldn't it be Wang Yifan? He seems to have surpassed Yang Long in every aspect? Moreover, director Wang Yifan has never failed in his shots. Dong Chen, what do you mean?"
"Is this director Wang Yifan really such a god?" Chen Anping asked with some surprise.
He was actually half a technical house before that, and he didn't pay much attention to the entertainment circle, so he was relatively unfamiliar with Wang Yifan.
"It's not just a god. In fact, he was the richest man under 30 before you, Dong Chen, and the point is that he is a real self-made man. One movie is more popular than one movie, and the most terrifying thing is that he made Films, TV series, and variety shows have never missed."
"Now we are a little bit difficult to ride a tiger. Since this Wang Yifan is so amazing, then we simply ask him to help us make this advertisement. What do you think?" Chen Anping asked.
"However, Director Wang Yifan made a movie. For commercials..." Many people hesitated.
Yes, Wang Yifan is indeed very good, at least in the Chinese film industry, he is already the first person, but film and advertising are not the same industry at all.