Example of advertising composite title: sticking to the legend of "composite brand consultant" in advertising industry for 20 years

Speaking of the road, people engaged in the advertising industry will certainly not feel strange. In the eyes of many people, she is a woman with both beauty and wisdom. She is the boss of two companies. She persisted in the ideal of advertising industry for more than 20 years, and was called "the most attractive woman in China advertising circle" by her colleagues in the industry.

65438-0992 Lu graduated from the Department of Journalism and Communication of Xiamen University, majoring in advertising. After graduation, she went to the Pearl River Film Studio to be a director and producer of commercials, just like all college graduates of that era. Later, she resolutely gave up her stable job, came out to work hard and started a business with her partner. Like challenges, eager for excitement, there seems to be passion in his blood, so Lu is called a natural advertiser. "I can't tolerate repeating my work day after day in an industry. I can't tolerate not feeling pride, passion and the kind of concerted efforts between people at any time, or forgetting my happiness." Therefore, I have been constantly challenging myself, from the director to the marketing staff and then to the company manager, along the way, the scenery is infinite. Lu Xi said seriously, "I pay more attention to the sense of accomplishment than the sense of fame and fortune." It's been 20 years since 1992, from the "Whampoa Military Academy" advertised in China to the forefront of advertising in China, and she has been persistent and never changed. In the past twenty years, she and her team have built many classic brands and created countless legends. There is no doubt that Lu is the central figure in all these stories.

The global president of Procter & Gamble once said: "Procter & Gamble's expansion in developing countries has never encountered such resistance from Nais in China." When working in the Pearl River Film Studio, Ness was a client of Lu. "Someone once said that if there is a' Dienis record' in China's advertising industry, it is our cooperation with Naes in 19." Cooperation with Ness is a pride. As early as the period, we began to cooperate with Naes and have been cooperating for 20 years!

/kloc-in 0/9, the legend of Angelababy grew into a leading enterprise in China's washing products industry with Ness Group. "Mom, I can help you with your work", "I can sing when washing dishes", "I love having a home and carving a card" and "Just to improve your quality of life" ... several popular slogans, Ness and Lu worked together to create a miracle. Similarly, 20 years has also changed Lu from a girl who is brave in chivalry and only knows to go all out to meet the urgent needs of customers to a marketing expert who is still full of vigor and vitality, but has unique and profound opinions. In the past twenty years, the sales value of Naes has increased hundreds of times; During these 20 years, Lu said, "I have made mistakes and reflected a lot. I have been doing my best to trust each other. "

Perhaps, it is precisely because of this persistent spirit between Lu and his customers that Lu won the honor of the first "Top Ten Advertisers of China in 2006" after the WTO opened the advertising industry in 2006. The acceptance speech said, "Although most people don't necessarily know Lu's name, the legendary advertising company she led made' Carving Brand' Ness a household name in the washing industry. /kloc-in 0/9, she fell in love with Ness enthusiastically, and she proved to advertisers with her own mind that' good advertising can effectively help enterprises grow'. During the period of 19, the sales of Naes increased by 70 times, and continued to be successfully extended to various categories, such as detergent and toothpaste ... "

From 2005 to 2009, in the creative ranking of CAMPAIGNBRIEF, Angelababy Legend ranked first among local enterprises in China for five consecutive years. In 2005, Angelababy Legend was shortlisted for Cannes advertising, which was also the first time that China local advertising was shortlisted. In 2006, Angelababy Legend won the first silver pencil of One Show promoted in China. In 2007, the advertisement made by Angelababy Legend for Shanghai Volkswagen won the "Olympic Marketing Special Award" in the "Top Ten Marketing Festival in China" in 2007. There are too many honors, and now legends pay less attention to awards and pay more attention to the value of helping customers.

The cooperation between Lu and men's wear and other folk brands is another legend.

Li Lang, Jiuwangmu, Dancing with Wolves, Seven Wolves ... These well-known men's wear brands grew up with the legend of Angelababy. 200 1 Angelababy legend first became attached to seven wolves, followed by Jiuwangmu and Li Lang. The well-known advertising slogan "Simplicity is not simple" raised the sales value of Li Lang from 40 million to 2.7 billion, and also made Li Lang a leader in the field of business men's wear. This is a miracle, not just for Li Lang. It should be said that the connection between China Minpai men's wear and Angelababy legend is a miracle. Legend of Angelababy took the lead in breaking the rules of communication game in the industry and establishing the emotional appeal mode of men's wear brands. Some people say that the legend of Angelababy opened the 2.0 era of men's wear in China. When the reporter asked if Angelababy Legend had a professional team to serve the men's wear industry. Lu said: "There is a professional team and good opportunities here. Around 2000, we only paid attention to the garment enterprises in Fujian. In addition to business men's wear, some sports brands, such as Xtep, have also cooperated with Angelababy Legend for four years. But our biggest advantage is not the clothing industry, but to help some local enterprises move from start to success. "

Lu said that the legend has successfully pushed many local enterprises to the international market. With the increasing internationalization of local enterprises, Angelababy Lenovo witnessed the internationalization of local brands represented by TCL and Huawei. Since 2008, Huawei Terminal has cooperated with Angelababy Lenovo, which fully represents Huawei's terminal business, based in China and facing the world. There is no doubt that Huawei is now a well-known international brand. During the seven years of cooperation between TCL and Angelababy Legend, TCL once became the first brand in the world due to its overseas expansion, and the sales of TCL ace color TV set jumped to the first place in the world.

A few years ago, the birth of internet communication and the rise of e-commerce made consumers compound, communication compound, internal operation of enterprises from the inside out, corporate strategy upgraded to compound, and created a new corporate strategy of "compound brand consultant". Lu Xi said that in the next few years, local enterprises in China will have strong demand in the fields of e-commerce and digital communication. How to control brands, products and communication simultaneously on traditional channels and electronic platforms has become a new challenge for customers. Lenovo has long seen this blue ocean of strong demand, and after tempering and precipitation, it has positioned itself as a "compound brand consulting company" in the form of compound sales for customers. The definition, management and dissemination of brands and products in traditional and e-commerce fields will be completely realized, and the ROI of customers in these two fields will be enhanced by integrating creativity, so as to ensure that although communication management has its own attributes in these two fields, the implementation result is unified brand information, coordinated communication rhythm and reasonable resource allocation.

In the next five years, Angelababy Legend will focus on the accumulation of brand value and communication experience in the fields of e-commerce and digital communication on the basis of the original traditional brand definition, products and communication advantages. Including entering the field of mobile communication.

Angelababy Lenovo Group, a subsidiary of Yi Xi Interactive, is committed to helping customers realize all-round brand operation in the Internet field, covering the communication planning and implementation of traditional brands in the Internet field, as well as the creation and management of emerging e-commerce brands. Angelababy Legend hopes to build a service platform in the interactive field through "Yi Xi Interactive", help more brands grow locally, and provide customers with compound brand consulting services that span traditional forms and digital fields.

Lu is the leader of two companies and has nearly 200 employees. After running the company for more than ten years, Lu said that her business partners have been in the same boat with her, creating a culture of sharing, innovation and borderless cooperation. There are also many employees in the company who have worked for more than 10 years. Lu said: "At work, everyone in the company communicates equally, regardless of position. This is what I thought over and over again when I was studying for the EMBA. Only by communicating with them on an equal footing can I find more highlights in their thoughts. "

In the eyes of ordinary people, Lu is a career-oriented strong woman. When the reporter asked her if she had thought about giving up. She smiled and said, I said angry words, but I never really gave up. "Sometimes I say some angry words: forget it, give up, but I never really want to give up. In retrospect, I was very motivated when I was young, and now I am very rational. When someone else gives birth to a child, I can rest for three years and take care of the child at home. I can't go out to work for a few months, but there is no way. Sometimes because the child is ill, I can't take care of the child myself, so I can only cry on the plane alone.

Speaking of the title of "the most attractive woman in China advertising circle", Lu said with a smile: "This is what some industry leaders said. They can't say that I pay equal attention to wisdom and beauty, so they came up with the word "personality charm", a simple joke, and she accepted the adjective modestly. After the reporter interviewed, he really felt that the word "most attractive" was the most appropriate to describe her.