This time, the advertising budget is indeed 50 million, and Li Qinghuan is not exaggerated at all, which is Wang Ye's original words.

For this advertisement, Wang Ye has high hopes, and he also hopes to use this large-scale advertising to push the sales of Huashang up. Now is the critical period for Huashang International's listing, if it really costs tens of millions of dollars to more than double the store sales and reflect it in the stock price, it will not be a matter of tens of millions, it may be hundreds of millions of billions!

So, this money is to be spent, it must be spent!

Putting down the phone, Liu Xinya sat on the chair woodenly, she was shocked by the amount of 50 million. This kind of super big order is rare even in Ogilvy, and it is not her turn to pick it up from someone who is not very qualified. At the beginning, she worked at Ogilvy for five or six years, and the largest order she received was more than 20 million, and she was busy with that case for more than half a year. Of course, the rewards are also very generous, and in the end, I got millions of commission bonuses!

Although I don't know how the other party would have thought of letting his company participate in the bidding this time, I definitely can't let go of this opportunity. This is a big advertisement starting from 50 million, if your plan is selected, then the shining star company will be one step to the sky!

After receiving this kind of big advertisement, the generous remuneration is important, and the improvement of the company's reputation is also huge. In the future, when the company's salesman goes out to run the business again, it can be said that the 50 million big advertisement of Huashang International was made by our company! Dozens of TV stations are broadcasting! Now your company's small case can be handed over to us with confidence, absolutely no problem.

This kind of real case effect is definitely good, and it is much stronger than boasting that you are a creative director, and the copywriting is much more spiritual. The strength of the company, after all, depends on the market performance to speak, the reason why 4A is 4A, is that they have a brilliant past cases to support their fame.

At the same time, those who received Li Qinghuan's notice from the 4A large companies were also nervous, and the order of 50 million yuan should not be underestimated for these branches, and they may not receive one or two a year.

Several major 4A companies have drawn out their own elite soldiers and vowed to win this business!

Every time there is a big order like this in the market, the competition for these companies is no less fierce than a war. The winner loses, the strong take all, this rule is the truth in the market.

At three o'clock in the afternoon, the elites of well-dressed advertising agencies gathered in the Huashang International Conference room.

Before coming, they all did meticulous homework, and the information about Huashang had already been collected. After reading those materials, the creative directors also sighed, this company has risen too strongly. There is definite news that Huashang International is in the listing stage, and it will be successfully listed soon.

So, now their company wants to make a big advertisement, whether it is to build momentum or publicity, it will definitely not be stingy in terms of cost. It seems that the assistant to the chairman said on the phone that starting at 50 million, it is indeed not a joke that there is no cap.

Thinking of this, everyone is more energetic, and secretly vows to come up with a perfect advertising case, and the cost is best pushed up to hundreds of millions!

Several major advertising companies sent their strongest account directors, each with an assistant, and only Liu Xinya was the commander of the light pole.

Ada, the account director of Ogilvy and Mather, knew Liu Xinya, and when she walked into the conference room alone, she said with an exaggerated expression: "Aya, I haven't seen her for a long time, why are you here?"

Liu Xinya reluctantly smiled and said, "Isn't this Huashang International going to make an advertisement, and it also notified my company." ”

"What?!, I even notified you?" Ada looked at the other people around him in surprise, basically they all knew each other, all of them were 4A.

"No, look at what kind of company is present, when will your small company be on a par with our major 4A companies, is it that the assistant to the chairman of Huashang International knows you?"

Although it was surprising that Liu Xinya's small company could also come over to participate in this bidding, Ada didn't take it to heart, his opponent was still other 4A advertising companies, as for Shining Star, it was at most a fill.

When the time came to three o'clock, Li Qinghuan came to the conference room on time, Wang Ye did not show up today, and there is no need for a heavyweight like him to come forward now.

Today, I met with major advertising companies, but I just need Li Qinghuan to explain the company's needs clearly, and then let the companies go back to the preliminary plan.

After a big advertisement, the process is still very complicated. Roughly as follows.

At the beginning, Huashang International Company put forward a demand and wanted to promote a certain product, and what was the approximate advertising budget cost.

After receiving the news, the account manager will reflect to the account director, and then arrange a specific meeting time, and the person in charge of Huashang International Company (Li Qinghuan) will make an introduction to the advertising company on the product, and talk about the company's initial ideas and marketing goals for promotion.

Depending on the situation, the decision will be made whether the account manager or the account director will come forward to meet with Huashang International directly. For a large order like today's, it is natural that the account director will come forward.

Before the meeting, the account director will learn about the basic situation of the industry in which Huashang International's products are located through the Internet and other channels, so that he will be relatively active in the meeting.

After the meeting, the account director will formulate a work schedule, indicating the content of the work, the person in charge, the time arrangement, etc., and submit it to Li Qinghuan for confirmation.

Then the account director of the advertising agency will notify him of the directors of all relevant departments in the company, and introduce the basic information of the project, including the planning department, media department, and creative department, and the project will officially start operation.

After that, it is the internal process of the advertising agency, until they come up with one or several drafts that are more satisfactory internally and submit them to Huashang International for review.

At this step, several companies will submit the draft at the same time, and Huashang International will make a preliminary selection of cooperative companies after comparison.

The next is to negotiate the price and sign the contract, don't think that the contract is over after signing the contract, no, this is just the beginning!

For example, if Huashang International chooses to cooperate with Company A, then the draft submitted by Company A may only have some content that Huashang International is more satisfied with, but it still needs to be improved.

At this point, the creative director of Company A will come forward to make a formal proposal and explain the creativity and connotation of his draft advertisement. After listening to the proposal, Huashang International kept the part that was satisfactory, and sent the dissatisfied content back for Company A to continue to do.

After several rounds of repeated rounds, the final advertising plan can be determined, and then the filming and channel playback of the advertising content are next.

In a word, big business is never so easy to do, and if you want to make the money of Huashang International, you need to put in enough effort.

Li Qinghuan explained the company's situation and needs on the stage, and everyone in the audience worked hard to write and did not dare to miss a word. Because maybe Li Qinghuan's casual words represent what her company really wants.

After speaking, Li Qinghuan smiled and asked everyone: "The basic situation is like this, you can ask any questions directly." ”

Ada was the first to raise his hand, and his question was also what everyone was concerned about: "What is your company's budget, because the budget is not clear, it is difficult for us to talk to the creative director, you know, 50 million and 100 million are a lot different." ”

Regarding this problem, Li Qinghuan said: "The reason why there is no cap is because our company wants results! As I said just now, the purpose of this advertisement is to double sales, as long as this goal can be achieved, you can make an advertising plan of 100 million, or even 200 million!

This is said with great boldness and clarity. It is to tell the major advertising companies not to engage in those bells and whistles to fool people, big advertising is never a one-shot deal, and advertising companies are responsible for the advertising plans given! Do you really think that the 16.6% advertising cost commission is easy to get?

If Huashang invests 100 million yuan in advertising this time, the advertising company will take 16.5 million yuan! This money does not mean that you can put out an advertising case and then put the advertisement out.

How can things be so simple, Huashang International and the cooperative advertising company have to sign a contract. For example, if the contract stipulates that the advertising effect should double the sales within half a year, and the sales will only increase by 50% at that time, then you will be in trouble and a part of the amount may be deducted.

If it can be increased by more than 80%, then it is considered qualified and will be paid in full. If it exceeds expectations, Huashang International may even add a part of the bonus, or continue to sign a big order with you, and the future advertising business will be handed over to your company.

Liu Xinya is concerned about the issue of channel delivery in the later stage, and her small company is not as good as those large companies in terms of resources in this regard.

She got up and asked, "Does your company have any requirements for the channel resources of advertising companies?"

"No, and the company will come forward to help you get channel resources. Li Qinghuan replied confidently.

This is also because of the confidence given to her by the Southern News Group, needless to say, the TV station in South China is simply on it whenever you want, and you can be on it whenever you want.

It is also easy for TV stations in other regions to say hello to Southern News Group, they are all brother units, and of course it is much better to speak than advertising companies.

At the end of the first meeting, the account directors of the major advertising agencies drove away, ready to hurry back to the company for the next step.

Liu Xinya returned to her shining star company and passionately gathered all the people in the creative department, eh, there were only two people in total, copywriters and beautiful fingers. The rest of the work is done by Liu Xinya.

The three of them gathered in the small conference room, Liu Xinya stood at the conference table with her head held high, and shocked the two employees when she opened her mouth.

"Cheer me up! Our company is about to receive a big case of tens of millions of dollars! Everyone has a job to do!"