Happy years, all the best. In 2023, we will continue to forge ahead with the busyness after the restart, the innovation in the changing situation, and the perseverance in the ordinary. At the end of the year, the cold winter is gradually passing, and it is the time of the year to say goodbye to the old and welcome the new, looking back on the past and looking forward to the future.
** is the most orderly and lasting creativity, it is the recorder of ideas, but also an important disseminator. Looking back on 2023, China Advertising has explored various industry fields in depth, covering topics such as creativity, sports marketing, internationalization, design power, new forces in the advertising field, parent-child marketing, sustainable talents, etc., with cutting-edge views in the industry and rich resource content.
Looking ahead to 2024,With the core concept of "inheritance, promotion and creation", China Advertising will maintain resilience, continue to grow, and actively respond to future changes, pay tribute to the promoters of Chinese advertising and brands, and work together to contribute to the ecological and sustainable development of China's advertising industry.
Always deliver works and values to remember
Focus your time and energy on the things that will have the most impact, not on the things that might make headlines.
Andrew, President and Chief Executive Officer, BBDO
Execution:Lin Ying, Wang Zhehui.
Reason for listing:This article is the only work in the "People of the Year" column of China Advertising in 2023, showing the height and forward-looking vision of the industry. For the first time in 15 years, China Advertising has once again spoken to the global president and CEO of bbdo, and has conveyed his thoughts with concise and powerful writing. The advertising industry has undergone several drastic changes in the past 20 years, and the introduction of artificial intelligence has forced everyone to rethink and adjust again in a very short period of time. Only by always providing memorable work and values can we truly make advertising a presence with wide impact.
Explore the path of high-quality development of Leo Digital
I believe that the most important social responsibility of a company is "doing good". The starting point of any business should be to better help society solve problems. Doing good, or taking more social responsibility, is the core of high-quality development.
CEO of Leo Digital, Xiaodong Zheng.
Execution:Ding Jiawen.
Reason for listing:A perfect combination of humanity and business, using the metaphor of water to tell readers how a powerful digital empire can operate steadily, and permeate the company's strategy like water into every detail. The so-called still water flows deeply, and the waves on the surface actually originate from the deepest changes in the surface, and the permeability of the water allows it to reach the most cutting-edge places. After a lapse of 7 years, China Advertising visited Leo Digital again, which is a summary of the past and a prospect for the future. At the same time, Leo Digital 2023 proved to the industry that it has a visionary strategic deployment and a solid goal.
Extraordinary Emperor Van Meller: How does the century-old candy group grow and renew against the trend? ——Under the trend of sugar control, the most primitive "sweetness" of steady operation
Brand renewal is a long-term strategic work, rather than waiting until the brand declines to think about renewal, we have been systematically promoting this matter, this is the strategy of brand layout, not opportunism. The purpose of brand renewal is not only growth, growth is a natural result of brand renewal.
Quan Jiaxin, Director of Marketing & E-Commerce of Extraordinary Emperor Van Melle Confectionery (China).
Execution:Lin Ying, Ding Jiawen.
Reason for listing:2023 is the best time for China's advertising growth series to appear on the stage, and this article collides with brands and ** companies at the same time, inspires each other, and understands the other side of each other. At the same time, it also brings us the enlightenment of the advanced cooperation model, and we need to create and empower each other in the cooperation model, which I believe is also an inevitable trend for future development. Among the famous brands with a history of 100 years, every stable and efficient marketing strategy is inseparable from the tacit cooperation and collaborative efforts of the two teams.
Young Stars China 2023 Huabu Youth Award and Busan International Advertising Festival Young Stars**
The value orientation of young people determines the value orientation of the whole society in the future, and the innovation and creativity of young people will also bring different ideas and creations to the times. The times write the song of youth, and young people also light up the light of the times. This should be the main motivation and direction for us to hold the Young Stars China Huabu Youth Award. Young people have always been the hot blood and strength of society, and they are the most promising and creative group. The new era provides infinite possibilities for young people, and the young generation nurtured by the new era should also be ready to set sail and ride the wind and waves. ”
Chen Yiwang, Secretary of the Party Committee and Executive Director of the Oriental Publishing Center of China Publishing Group, and Chairman of China Advertising Magazine.
Execution:Ding Jiawen.
Reason for listing:Taking advantage of the Huabu Youth Award, this feature made a large and comprehensive report on the event, showing the creativity of young forces and the experience of the event from different perspectives and dimensions. At the same time, through the understanding of the award by the competition judges, contestants, and college teachers, China Advertising continues to deepen the significance and value of the Huabu Youth Award, amplify the social benefits, and contribute to the cultivation of industry-university-research talents.
Precipitation and Blooming - Focusing on the 20th anniversary of Shengjia
A company, especially a creative company, can only be inspired, passionate, and creative if it is young. We also mean that innovation is the same thing, in different ways, not only in terms of advertising creativity, but in many places to add innovative elements. Therefore, I hope that Shengjia will always be in the state of 20 years old, always growing, and always be happy.
Sun Weidong, Chairman and President of Shengjia Group.
Execution:Lin Ying.
Reason for listing:2023 marks the 20th anniversary of the establishment of Shengjia, and we can clearly feel its unique style and value code in the communication with the management team and core customers of Shengjia. Regardless of the past, present or future, those unswerving years will always be worthy of respect and expectation.
What are young people in advertising thinking?
Whether advertising is a fairy company or an involution industry depends on which facet you are seeing. It is sometimes fairy, sometimes demonic, bitter and sweet, always alternating. Therefore, the environment and partners are important. The environment determines the lower limit of the content you can produce, and the interesting companions will inspire you to create and determine the upper limit of your creativity; The environment, along with your partners, will help you meet a better version of yourself.
Dentsu Creative Senior Copywriter Buer Li
Execution:Lin Ying.
Reason for listing:Young people are the future of the industry, and in this special feature, China Advertising focuses on young people who are new to the advertising industry, hoping to lift the veil and see, listen to, and record their stories of participating in the industry, their unique perspectives on the present and future of the advertising industry, their career planning and life thinking, and how to grow freely and diligently. Between the lines, it reflects the "sea of stars" that belongs to them.
China Advertising x GIMC G-STAR Workshop Extra
It is difficult to go from 0 to 1, it is the transformation of thinking, 1 100 is the accumulation of quality, so the process of 0 1 is difficult, how to balance such barriers? Basic professional competence is a very important thing; This is also the purpose of the G-STAR workshop: as a bridge between enterprises and schools, to open up their voices, to hear, see, and understand the perspective of college students, and to become a young enterprise that continues to make blood and absorb fresh blood; We also hope to find more shining light in the G-Star Workshop.
Donghua University, Wang Tianyi.
Execution:Ding Jiawen Wang Zhehui.
Reason for listing:As a spin-off IP of the China Advertising Youth Imagination Program, the G-STAR Workshop reflects China Advertising's strong determination to improve social benefits. Its side story gives full play to the advantages of the first-class digital platform, realizes cross-platform integration, and broadens the expression of user feedback. By stimulating the vitality of young people, the content of Xiaohongshu released by the participants of the event was effectively displayed. This article not only stands out in terms of content, but also lays a key foundation for the future development of digital platforms through its forward-looking meaning.
Maturan also started a business! - Interview with Ma'Nifesto CEO & CCO Maturan
At the moment when everything is traffic, the best way not to be eaten by traffic is to swim in the flow pool and choose the most suitable method for yourself.
Ma'Nifesto CEO & CCO Maturan.
Execution:Wang Zhiying.
Reason for listing:Maturan is undoubtedly a high-profile figure in the advertising world. Through an interview with Maturan, this article delves into the dual role of a creative and founder, as well as his entrepreneurial journey and innovative ideas. The interviewee itself is very fresh and topical, forming the communication effect of the digital platform, generating a natural high number of readers, and adding to the dissemination of China's advertising digital platform. This is a successful attempt by Chinese advertising to capture hot people on digital platforms.
Dialogue "Book Food Project": Make buying books as daily as buying groceries
A book is a gift that you can open again and again. We believe in the power of books on their own. Any book that arrives in a person's hands will exert its due energy at a certain moment. What we need to do is open our arms and give books a little more opportunity to embrace more people.
Book Dish Project" by Summer
Execution:Liu Yujie.
Reason for listing:"Book Dish Plan"The topic is original, presenting what young people want to see, this article timely reports and interviews on the brand activities at that time, and the dynamic typography style is in line with the core of the article, presenting a distinct visual enjoyment for readers.
The pursuit of better creativity and self - 2023 Busan International Advertising Festival Young Stars**
Design:China Advertising Art Director Zhu Jianmin.
Reason for listing:This feature perfectly used the visual materials of the 2023 Busan International Advertising Festival Young Stars international event, and won wide acclaim in this selection. The well-designed typography perfectly showcases the feelings of the contestants and the award-winning works.
Sustainable human resources: cultivation and delivery of advertising professionals**
2023 22nd China Advertising and Brand Conference Thematic Extension Design.
Design:China Advertising Art Director Zhu Jianmin.
Reason for listing:The design of the theme fully demonstrates its malleability, with blue and purple color blocks being bright and eye-catching, and the extension between the color blocks shows the trend of resilient growth, laying the foundation for the thematic design of the 22nd China Advertising and Brand Conference 2023.
Chinese advertising is not only a magazine, it is also a brand, it is setting the tone of an industry, and it should have the mission of leading and promoting the development of the industry. If conceived along with this mission, then what exactly is advertising in China? What does this industry need? What are people in the industry thinking? What are brands thinking? How to achieve content co-creation with service providers and ** across platforms, the vision, pattern and insight behind it are extremely important. Through the sharing of the above media on different platforms, we can see different dimensions, and the content and style of high-quality articles are completely different.
"Vision determines the world, and perspective determines value. ”
I believe that this is also the value given by the media, we need some high-quality, forward-looking and leading articles to be recorded in the 43-year history of Chinese advertising, which is the energy of Chinese advertising as the country's leading energy, and it is also our inevitable goal"China Advertising" will always provide memorable works of value, which will profoundly affect the beliefs and ideals of itself, the industry and society. Tribute to China's advertising and brand promoters.
Chinese advertising and honor, with you!