Ying Yang legend legend CC & E - Legend of Guangdong Ying Yang Advertising Co., Ltd., in the 2005 Campaign Brief Asia. Ranked the most awarded advertising agency in China, ranked sixth, and this is the first honor local advertising companies in China. To this end, "Dragons List" into English Yang legend, after the list opened exciting story. ????Hui Zou Legend: Creativity and Management Compatibility ????Ying Yang legendary founder, executive creative director of Zou Hui, in 2004, inviting creative people Zhengda Ming Meng joined together as Executive Creative Director. In two years, two swords and the wall, successfully challenged the "mountain can hardly contain the two tigers," said. ?????Award-winning ability to be recognized at the same time, one after another in recent years to attract and train a number of emerging cutting-edge advertising, set up a higher quality of the creative team. Zou Hui said: "I and the Ming has been a wish that is able to local Chinese people the best creative focus to the British Young Legend." ????Walked the streets after a copy ????Lin: You are from when, in what opportunity to become a copy of? ????Zou: 93 by the end of the South in the Arts Advertising Co., Ltd. Chun. Since then, I was really involved in advertising circles is the beginning, I do plan a chance, the image of the company to do their own advertising, creative group of people have no idea the Department, I volunteered, like a series of programs The result was chosen, the boss a look, ah well, turn copy it, from me to set things right foot creation of no return. ????Lin: Can you tell be a growth path after the copy it? ????Zou: Art After Chun south, I have to create links to yet, causing Cheng, several local companies were good apprenticeship. At the same time, foreign companies are being stationed in Guangzhou, a creative paradise of my dreams. I secretly vowed, be sure to find a golden statue opportunity to practice foreign companies. ????96 years, a friend of Apple Computer parked in my office, then compiled a manual to introduce ourselves, "a killer experience", the result into the Mackenzie. Guangzhou Light Company. To McCain, only to find even a century-old store, the system is perfect, they begin to devote themselves to learning. In McCain's year and a half, very hard, there were only two writers, but to do all the creative and relevant copy, work overtime almost every day, every week overnight, but foreign companies improve processes, systems thinking, and the pursuit of quality ... ... are learning the different aspects of the treasure. ????Professional atmosphere in the baptism of John McCain, and soon there is a feeling reborn, or is paid off, one after another, many works have been recognized, when a set of BRAND'S Essence of Chicken of the works nominated in the New York Advertising Festival, I was excited to play a afternoon, the phone, tell all they know people, so that everyone share in the joy. At that time, there is no a domestic advertising companies in the world have been winning it. ????Lin: 97 at the end, you go to Guangzhou, Saatchi & Saatchi as a senior copywriter. What made you leave the Saatchi & Saatchi, after half a year, once again a business? ????Zou: At that time, customers are to promote real estate properties for sale, I was one of the real estate owners, they intend to put this business to me. A rare opportunity, together with local and foreign companies have been working in the experience, and understand the company's basic mode of operation, so consult with a student to start a company took on the customers, while finding Xi Lu (now the British Young Legend CEO). ????Lu Xi is my line of duty after graduation assigned to the southern advertising company, at the beginning she did not want to participate because she was regarded as state cadres, have a higher and stable income, we always, always has been inciting her until she agreed to so far. Then each of the three of us hit some money, in the bead shadow over twenty square meters rented a small house, on April 18, 1998 set up the "Legend of Advertising Co., Ltd.", I was creative director, Lu Xi is the film Director, another colleague's president. Entrepreneurship is hard, and have up to six months, we did not receive in salaries, and then I was for the building, only a bicycle to work every day. But do we think makes sense, we are doing things in order to perfect and struggle hard to feel good. ????In addition to the real estate company, we have developed a number of clients, including µñÅÆ now has been done. We have been very grateful for such a bold Diaopai unknown only use a small company out. The result is a win-win, and we made a moving their advertising, they also helped us grow. ????Lin: Entrepreneurship is difficult, it did not happen during the occurrence of a number of interesting or memorable experience? ????Zou: I remember we want to shoot a television film Jin Gechuan Valley, it is our first television commercials, the creative aspects of the customer has passed. One day, Lu, general manager of the total went to Shenzhen and who sign up with them after signing a smooth, good call collusion cheat I said: "The client did not sign into the critical moment that customers do not want to do." I was one, is lost. They came back looking very low and depressed, but I have to console them, said: It does not matter, after plenty of opportunities. Suddenly the general manager took a large bag of something wrapped in a newspaper out, open to have a look, which is all cash, twenty-tens of thousands in cash. The first time I've ever seen so much cash, very shocked, excited everyone laughing behind closed doors. This is our first film, but so many customers at once to the cash, is a beautiful start. ????Lin: What a beautiful start, and now still think it sounds exciting, now, I am afraid that fewer such customer. It seems getting the company's operations on track, why think of merger with the British Young do? Among these, there's the challenge? ????Zou: Television advertising can be taken at that time was our strength, including P & G has taken a number of feature films, which both we and the British Young (Young British owner of the ad before I was a partner in the South Chun Yi, along with experienced short-lived business experience) into a cause. Ying Yang was doing P & G's advertising business, is considering restructuring, intended to expand the field in the media, trying to companies is divided into: advertising, programming, media three parts. This part of the advertising, out of our trust, hope and our proposed merger, spin-off this part of the business. ????For the merger, the shareholders have different views. Lu and I always thought that our original business, which is a single, the company developed to a certain degree of need for a higher level, this is a transition into a comprehensive agent-based advertising company a good opportunity, they have a good platform, but the original legend of the company The general manager has opposed the last disagreement, only separation. This is a very difficult choices in the process, full of risk. ????After separation, we set up the legendary Yang Ying Yang advertising. This took place in the middle of a very interesting thing. ????Merger, we require half and half with the British Young equity in the company name is called "Young British legend" or called "Young British legend?" No conclusions argue for a long time, the last British general said Huang Yang, as determined by lot. Thus, articles were written two words, the total first pumping Huang, Ying Yang, and he pumped legend, the company name to such a dramatic birth. ????After the establishment of Yang legendary British, I am the legal representative of the original Young British companies do not participate in corporate management, I insist that you do Xi Lu, general manager. The values of Xi Lu and I are very close, many decisions are often coincide, and we are tolerant to each other, encourage each other, the company toward a healthy direction. ????Lin: Along the way, you have been the first copy, creative director and company growth managers, creative people than many peers are farther out. ????Zou: the confusion experienced local companies, foreign companies experience, the hardships of pioneering in setting tough, experienced the organization more games, shareholders change, staff turnover ... ... In recent years, more often need to stand firm managers point of view to think about the future development of the company. ????Strength of an individual is limited, Xi Lu and I have been looking and looking for good people to participate in the development of the company. Later, the Ming (who is also my colleagues in the arts south Chun, Oh, life really is filled with drama) came in, and become one of the shareholders. Daming very good, and his cooperation is a pleasant thing. Many people will think hard mountain god, lord we chosen to break the stereotypes. Although he and I have very different personalities, but our values are very consistent with the mentality of doing things, plus we maintain regular communication and exchanges, so a lot of things dealing with them quickly and efficiently. ????Now we are three of cooperation, the "iron triangle" relationship. ????Lin: What is your ideal? ????Zou: proof of a great local company is also not doing worse than the international company, we need to create a legend for the local companies. ????P.5 ????Zheng Daming Legend: adherence to excellence ????After entering through the way the advertising industry ????Lin: I heard you are a "child prodigy", but also an "alien", why not? ????Cheng: I was a child studying at Shanghai Jiao Tong University Junior classes. Junior class is the so-called "child prodigy", have the people inside were high hopes, the best scientists can be accomplished. But later, on the industrial design department at when (laughs), he gave us a lesson - "Creation", and I'm like, then select the "industrial design" professional. Compared with other students, I was a heterogeneous, they are basically in the IT industry. ????Lin: You're a student of industrial design, why think of involved in the advertising industry? ????Zheng: graduation, China's industrial development started shortly after the needs of industrial designers is very small, the profession is relatively advanced, so can not find the right job. Was assigned to the tractor factory in Tianjin. Students have to work just one year internship was arranged to move the tire shop - there are one high tires. I am a person dissatisfied with a stable life, working not to a year, do not hold back any longer, did not wait to positive on the left, so I am not a state cadres, is a worker. (Laughs) ????To leave the tractor factory, one would like to advertise. No particular reason. If anything, there may be some of the ads seen in the college books, at that time to bury the seeds of advertising. Life is full of chance, of course, may also be related to my personality, I am a restless person. ????LAM: Do you think "industrial design" professional, how you help the cause of the future of advertising? ????Zheng: I think this ad is certainly professional and related, this relationship is the "beauty" and "create", that is, aesthetic and creativity. ????Lin: Please talk about your advertising growth experience. ????Zheng: I went to Guangzhou, the first company to work only 3 individuals, a small company. Who was quick money, to think: Who gave my first job, I will fully repay! After being hired, the company is small, there are no very clear division of labor, I am planning to do from a creative plan to write their own books, write their own copy, do graphic design, who is also the two sectors. (Laughs) at that time really go all out every day. Company also gave me a monthly salary up until the final rise, the boss said to me: "You go!" ????Yi Chun then went south Advertising Co., Ltd., can be said that the company is also the birthplace of Guangzhou, one of advertising. Guangzhou advertising industry was thriving, vibrant, very exciting, mainly because the country was in the digestion of Guangzhou advertising business, a lot of good customers, people have come to Guangzhou. Hui Zou was also in that company, we know at that time. Yi Chun in the South, I am also from the customer services, planning to achieve creativity. ????Worked out a business after the senior brand manager, made almost half a year. Corporate culture and advertising is very different, very complicated, and I pay more attention to things, do not want to spend too much time and energy in terms of personnel. Because a person's energy is limited, if you spend too much time in this regard, the work area relative to less energy, have little meaning. To do their own things to do. ????And then to director of strategy from the source to do is train, from the strategy has been to achieve creativity. I remember once, I go pitch, I am also a man to do creative strategy, and finally won. Later a contract, the check on a person are also I do. Oh ... ... ????LAM: Do you non-advertising majors in college, but full of confidence, confidence come from? ????Zheng: insight into the facts, then a simple way to show them creative ways. This may be related to mathematical logic I used to learn a relationship, things can boil down to a simple complex things. Mathematics has two main principles: induction, inference method. I feel that writing is, in fact, induction and reasoning. Ever-changing world, we must be able to find the essence of things. ????LAM: Do you think that strategy and creativity is what kind of relationship? ????Cheng: In my observation, many advertising strategy and creative touch, convergence is not enough, a lot of creativity on the strategy department of the Ministry of understanding enough, creative and sometimes do not consider the strategy, not better to understand the strategy, things will predictability is not enough. The strategy itself is also required to have ideas, be creative thinking. Strategy in the analysis, understanding of the process is rational, but in considering the response, creative when there are emotional elements in it, and even with the character is relevant. ????Lin: start their own company, business was also very sensual, why not continue to be the boss, instead focus on doing creative? ????Cheng: The company operating a few years later, I got thinking. I am a man not easily satisfied, and tired to start a company, do a lot of you do not want to do, can not concentrate to do well produced. I spent a year's time to think, in the end go on or off. Very painful. Finally, back to the most essential starting point, I asked myself a question: What is my favorite? Yes, creative. There is no doubt. I like to create a miracle, like to do difficult moves, like to do some spectacular things, it will inspire me a lot of enthusiasm. ????I turned off the company, resolutely. In many cases, you can not just money. Off company, I am determined to focus on advertising creativity. First went to the Blue Flame Advertising Co., Ltd., Guangzhou City, do ECD; 2004 years, the legendary British Yang, the company is in the form of creative partner invited me to come in, we have many common ideas. ????Lin: the future direction? ????Zheng: exciting stories! Exciting prizes! Exciting customers! The key is determined to do advertising. ????LAM: Do you think local companies than international companies with high levels of it? ????Zheng: Overall, this is fact. However, we are such a big country, do not own a decent advertising is not acceptable. ????Our generation has a relatively strong national consciousness, complex. Just like the challenge of its own, this time there will be spirit and passion. Of course, the process is not so simple because to promote a lot of change. ????LAM: Do you think the biggest international and local companies What is the difference? ????Cheng: First, international companies a good foundation, high starting point. In an international customer base, they were further expanding the local customer, would be relatively easy. Local company? That is the real start from scratch. ????Second, the brand effect. China's current stage, the blind Worship of the person, or a lot. ????Third, the concept of customer, customer maturity. International customers generally mature than local customers. ????However, local companies have the most powerful that we own this land are the growth of the consumer, we know this land and people. ????Lin: International influence on the local companies? ????Zheng: great. Inspired play, learn, learning effect. Learning good things: such as the rigorous processes. ????Lin: usually like to see the book? ????Zheng: I usually read a magazine, because there is no time to read novels. Political and economic class, like, such as "South Wind", "Joint Weekly." Military, history, astronomy, geography, science, and sometimes read gossip magazines. Encyclopedia bought for my daughter, I see. I think the ad should read the book the most is the encyclopedia. ????I will deliberately to focus on some things, such as comics, cartoons, especially the focus on art for the sake of fashion. Because advertising is a fashion art, you can not be 40 years of advertising out of the elements you must be at the time. ????Lin: your loved ones? ????Zheng: I now affects most of the people: his wife and daughter. ????If her daughter one day asked: "What do you do?" I would say: "I am dry ad." If you ask: "How you do?" I hope it is: "I did okay."