Chapter 112: Going Up Against Advertising Giants
by xennovelXu Chen felt a pang of pressure seeing the names of these pitch-competing agencies.
All are industry-renowned firms, even international 4A advertising groups.
Shengshi Great Wall, Meigao Creative, Nanyue Advertising, Black Duke Marketing…
Renhe Pharmaceuticals, the brand behind Fuyan Jie, really pulled out all the stops this time.
Pharmaceuticals count as a major category in advertising.
Domestic drug manufacturers and groups are known for their deep pockets.
Whenever a mid- to large-scale pharma company calls a pitch meeting, many big agencies line up to compete.
Winning one pitch can mean securing a key client and ongoing ad contracts.
After all, big drug firms have more than a couple of products, each needing annual ad campaigns.
Competition is fierce.
A pitch is ultimately a brutal contest—winner takes all.
It pulses with a tense, competitive edge.
Other agencies will send entire creative teams, while Xu Chen sits alone crafting his proposal.
In fact, East Morning Star Advertising looks oddly out of place among these heavyweights.
Other competitors will surely research each rival.
Imagine their surprise when they spot “East Morning Star Advertising.”
“Who are these guys? Never heard of them.”
They’d be curious, yes, but wouldn’t see this unknown firm as a serious threat.
In hindsight, landing the Shenbao (Kidney Tonic) case gave him his ticket to this pitch.
Xu Chen mused, then cracked a smile.
As he faced off solo against top agencies, Xie Bingran battled national champions on her track.
Well, good luck to both of us.
…
In his previous life, Xu Chen spent years in advertising and joined many pitches. He knew these rivals well.
“Shengshi Great Wall” is an international 4A ad agency born in Britain, now headquartered in New York.
It ranks among the top ten global ad firms and was the first foreign 4A to enter the mainland market.
Hong Kong cultural icon Wong Jim, who once wrote “A Laugh Across the Blue Sea,” started his ad career there…
Xu Chen was still surprised to see Shengshi Great Wall in this pitch.
In the early 2000s, international 4As typically served foreign brands, rarely pure mainland private clients.
Maybe they’re branching into pharmaceuticals and local clients…
Nanyue Advertising is the largest agency in South China.
It started as a state-owned enterprise and became one of the first listed ad firms after restructuring.
Xu Zhiquan’s current ride, a Honda Accord, was marketed in China by Nanyue Advertising when the model first launched.
But over the years their creativity has grown conservative and traditional, losing competitive edge…
Meigao Creative and Black Duke Marketing are both purely local private agencies.
They can’t match the first two in scale, but they excel in specialization and service.
Both serve numerous pharma clients and boast high expertise and many success stories.
That’s likely why they got invited to pitch.
In ad pitches, creative work decides the outcome—company size is just secondary.
When Xu Chen saw “Black Duke Marketing,” he felt the sting of a familiar rival.
In his past life, he’d worked at Black Duke Marketing for over a year.
He was then a fresh graduate newcomer in the advertising world.
At that company, he’d encountered an extremely awful boss.
Fresh into society, Xu Chen first tasted office politics and treachery there.
Looking back, that boss mainly handled pharmaceutical accounts. He wondered if they’d meet again at this pitch.
…
…
Xu Chen took two days off before the May Day holiday.
One day to fly there, one day for the pitch.
He’d watch Xie Bingran’s competition on holiday and fly back on May 2—quite a packed schedule.
No choice; he had to return and prepare.
The airport is in the Provincial Capital. Xu Chen planned to take the bus, but his father insisted Li Rui drive him.
They left early that morning.
With the pitch deck unfinished, Xu Chen wanted to arrive at the airport ahead of time to sketch out his draft.
Xu Zhiquan had a cigarette dangling from his lips as he watched Xu Chen get in the car, worry and reluctance in his eyes.
“Don’t worry, Dad. I’ll be careful.
I’m not heading to some remote place. Shanghai is full of ushanka-wearing officers—very safe.”
…
After an hour and a half, chatting with Li Rui and nodding off in the front seat, they arrived.
Li Rui dropped Xu Chen off and grinned:
“Have a smooth trip, Chen. Say hi to Bing Ge for me!”
…
The Provincial Capital Airport wasn’t big. Expanded in ’05, its terminal now felt brand new and spacious.
After security, Xu Chen still had an hour and a half before boarding.
He scanned the terminal—no decent coffee shop yet, probably due to the recent expansion.
He headed to a quiet, empty seating area near the gate.
He opened his laptop and dove into his pitch deck for tomorrow.
He had to take it seriously. Even with the “standard solution,” big competitors stood in his way.
Besides, even a standard answer needs clear logic.
During the presentation, clients may question, challenge, or probe. He had to be ready.
He set an alarm on his phone to avoid missing his flight, then immersed himself in the PPT.
…
Before long, a petite figure appeared not far off.
A clean, simple white shirt and camel-colored khakis.
A high ponytail, monolids, a sharp nose bridge…
It was Fang Jun.
She carried a large backpack and headed toward the gate, spotting Xu Chen’s back from afar.
She made no sound, walking slowly over.
She didn’t greet him. Instead, she sat across the empty area, watching him from ten meters away.
…
Xu Chen didn’t notice Fang Jun’s arrival, still buried in his draft.
Ad objectives, communication strategy, consumer insights, creative concept, spokesperson strategy…
Organizing these took serious brainpower.
Xu Chen frowned, typing furiously then pausing to think.
For nearly an hour, he barely moved, refining his plan.
Fang Jun sat not far behind, equally motionless, studying his every move.
She frowned and murmured,
“Is he really doing the proposal alone?”
…
A while later, Xu Chen’s phone buzzed—his alarm.
He dismissed it, stretching in a big yawn.
With less than twenty minutes until boarding, it was time to rest and prepare.
Progress was good—an hour’s work and he was nearly done.
In the hotel this afternoon he’d tweak and polish the PPT…
He packed up, sensing someone approaching from behind.
Turning, he saw that petite figure.
Xu Chen looked at Fang Jun, puzzled:
“Teacher Fang Jun?”
Fang Jun showed no expression, merely nodding.
“Why are you still at the airport? Weren’t you heading to Shanghai first?”
Xu Chen was baffled.
Earlier she said she’d tour Shanghai around May Day and meet him there.
How did they run into each other at the airport…
Fang Jun paused, then said,
“Our itineraries are the same.”
Xu Chen: “?”
Fang Jun: “I wasn’t touring Shanghai. I came to follow you to this pitch.”
Xu Chen: “Why?”
Fang Jun: “Because I don’t believe it.”
Xu Chen: “Don’t believe… what?”
Fang Jun: “I don’t believe a high schooler could run an ad agency alone.
I don’t believe you can produce proposals good enough to sell to a pharma and even a fertilizer firm.
I especially don’t believe you could get a pitch project in Shanghai all by yourself.”
…
Fang Jun’s face stayed blank, as if stating facts without emotion.
“So I’m tagging along to see for myself.”
Xu Chen: “…”
He scratched his head, speechless.
“And then?”
Fang Jun: “Then what?”
Xu Chen: “You follow me to confirm… and after you confirm?”
Fang Jun: “I promised President Xu.
If you really win this Shanghai pitch on your own merit, I’ll join East Morning Star Advertising.”
Xu Chen: “…”
Well… this girl was truly bizarre.
But fine. It was an open declaration.
If he won the pitch, he’d also win over Fang Jun for his father.
Though he couldn’t fathom her strange logic…
Xu Chen half-jokingly said,
“You’d better keep your word. Or let’s sign a contract now.”
Fang Jun: “What contract?”
Xu Chen: “If I win the pitch, you join my dad’s company.”
Fifteen minutes later…
Fang Jun handed Xu Chen two handwritten copies of a contract.
He stared at it, dumbfounded.
But he still took a pen and signed his name.
This “privileged” Fang Jun really was one-of-a-kind.
Joking with her actually got a contract signed.
“Black and white in ink! Don’t back out once I win this pitch.”
Xu Chen said with a grin.
“Do I look like someone who jokes?”
Fang Jun replied blankly, her ponytail perking up behind her.