Chapter 423: Glimpse of Glory: The Great Wall Award Night

The Great Wall Award ceremony site.

Crowds of spectators were still lining up to enter, but the venue was already buzzing with people.

Those who got in early looked mostly like guests or VIPs.

Xu Chen glanced again at the seat number on the back of his SVIP Pass and led Xie Bingran straight to the second-row VIP section.

He scanned around and spotted two empty seats marked with the ‘East Morning Star Advertising’ label.

They were actually spacious, comfortable white single sofas.

Just in time, since they’d wandered around and gotten a bit tired, the soft sofa was perfect for relaxing.

The two settled in.

Xu Chen looked around; the empty sofas nearby were labeled with ‘Ogilvy Advertising,’ ‘JWT,’ and ‘TBWA.’

These three were top global 4A ad agencies.

‘East Morning Star Advertising’ sandwiched among them felt a bit out of place.

After a short wait, people started filing in and taking seats around Xu Chen and Xie Bingran.

They all had that unmistakable ‘ad industry’ vibe—dressed sharply with real style.

For instance, the middle-aged man sitting to Bing Ge’s left wore a black top hat and even had smoky eye makeup, with earrings and nose studs galore.

Anyone in the second-row VIP seats was likely a major award winner that night.

At least directors or vice-directors from 4A firms.

Xu Chen and Xie Bingran, both just eighteen, stuck out as oddly young in the mix.

Suddenly, the stage lit up with dazzling lights.

The massive LED screen displayed bold title text:

[Tencent Net’s Splendid Gala]

[2006 China Advertising Great Wall Award Ceremony]

The stage setup made it clear this event dwarfed yesterday’s University Advertising Competition awards.

Xie Bingran sat quietly next to Xu Chen, glancing around with a sense of novelty.

Xu Chen smiled and gently squeezed her soft hand.

Before long, the back rows filled with audience members taking their seats.

Xu Chen turned and spotted Zhao Siting and a group of fellow students in the far west corner of the last row.

As university students just observing, they naturally got the worst seats.

At the same time, some people noticed Xu Chen lounging in the second-row sofa area.

‘Is that Xu Chen? How’d he get such a prime spot?’

‘That’s the VIP section, right? How on earth did he swing that?’

‘Zhao Siting, do you know?’

Zhao Siting looked frustrated:

‘I have no idea…’

‘The guy who’s been with Xu Chen, the one in the hat and mask—is he some industry bigwig?’

‘He must be the one who got Xu Chen in…’

‘That makes sense!’

‘Maybe he’s a creative director at one of the 4A agencies!’

‘Wish we’d networked with him—it could help with job hunting next year.’

‘Well, just buddy up with Xu Chen, and you’re set.’

‘Good point!’

Xu Chen sat quietly in the second row, unaware that the crowded back section was buzzing about him.

A little later, a group of heavyweight guests took their places in the first row.

Xu Chen couldn’t help but smile when he saw Dean Lin Ruyang and Professor Jin Changhai from Xiamen University.

Both were honorary judges for the Great Wall Award, now seated on the east side of the first-row guest area, close to the center.

In the middle of the first row, Xu Chen guessed at least two were government officials.

There was probably also a high-level exec from Tencent, the Great Wall Award’s sponsor…

And one person Xu Chen recognized.

Sitting in the center of the guest seats was the legendary Chinese advertising figure, known as the ‘Advertising Godfather,’ Lao Shuang’an.

Lao Shuang’an first rose in Hong Kong as a creative mastermind, famous for lines like ‘Diamonds are forever.’

In advertising circles both at home and abroad, he was a true giant.

Currently, he held the top executive creative director role at international 4A agency JWT.

Back in the ’90s when he entered the mainland, rumors of his ‘30,000 yuan daily salary’ shocked the domestic ad world.

In those days, advertising was a premium industry—foreign 4A agencies charged millions per client annually.

The ’90s 4A scene in mainland China was a wild party for creative pros from Hong Kong, Taiwan, and Southeast Asia chasing big money.

Along the Huangpu River, no one lived more extravagantly than the financiers and ad creatives.

By the 2000s, the allure of ‘creative pros’ had faded…

Besides Lao Shuang’an, Xu Chen spotted other ad industry heavyweights.

Like Mo Kangxun from McCann, Liang Weifeng from BBDO, Chen Yaofu from Leo Burnett, and Zhang Xiaoping from Black Horse…

In his past life in advertising, Xu Chen had looked up to these figures, and now they sat right in front of him.

Yet here he was, running East Morning Star Advertising and competing for their business.

For instance, the Jeep project he snatched from BBDO’s Liang Weifeng.

And Head & Shoulders too…

Thinking about it, it was kind of funny.

As Xu Chen mused, he heard someone call his name from behind.

‘Xu Chen, right?’

‘Pre… President Xu?’

Xu Chen turned to see Baidu Group’s marketing VP Zhao Ling and her assistant Miao Xiaoyu passing by.

Xu Chen quickly stood, smiling in greeting:

‘What a surprise, Zhao!’

Zhao Ling looked at Xu Chen, then at his VIP spot, with a flicker of confusion.

But she quickly composed herself and smiled warmly:

‘Small world! Didn’t expect to run into you here.’

‘We’re here to observe and learn from the Great Wall Award.’

Xu Chen nodded, not surprised.

As a major sponsor of the University Advertising Competition, Baidu was also a key backer of the China Advertising Festival.

Attending the Great Wall Award ceremony made perfect sense.

Still, seeing Zhao Ling assigned to the third row surprised Xu Chen a little.

Clearly, the first row was for the review committee and official leaders.

The second for award-winning creative firms.

The third for brand reps and other guests…

Zhao Ling eyed Xu Chen, curiosity still on her face.

Xu Chen caught on and explained:

‘East Morning Star Advertising has a project that made it into the Great Wall Award nominations.

So I got an invite!’

Zhao Ling paused, genuine surprise crossing her features.

Yesterday, when Xu Chen handed her his business card and mentioned his company, she’d dismissed it.

After all, he was just an eighteen-or-nineteen-year-old student.

Even suggesting Baidu collaborate was half in jest.

But now, his company had a project in the Great Wall Award? Unbelievable.

Zhao Ling smoothed her expression and said:

‘That’s impressive… Congratulations, President Xu!’

Xu Chen: ‘You’re too kind, Zhao.’

Behind Zhao Ling and Miao Xiaoyu, more guests were coming in, blocking the aisle.

Zhao Ling looked apologetic:

‘Sorry, President Xu, I need to find my seat.’

‘We’ll catch up later!’

Xu Chen nodded politely.

He watched them head to their seats before sitting back down.

Xie Bingran glanced over and whispered:

‘They seemed really shocked!’

Xu Chen chuckled dismissively:

‘I’d be shocked too.

A student-run ad company snagging a Great Wall Award nomination? Unheard of.’

Xie Bingran shot him a look:

‘You’re so smug.’

Meanwhile, on the other side.

Once seated, assistant Miao Xiaoyu murmured:

‘They actually have a project in the Great Wall Award?’

‘So they are a real agency…’

She thought for a moment:

‘Maybe like Zhao said yesterday, they have some top talent on board…’

Zhao Ling replied softly: ‘Could be… We might have underestimated them.’

‘That Baidu Knows slogan might not have been a fluke.’

She rummaged in her pocket.

After searching, she asked:

‘Do you still have his business card? I think I lost mine.’

The assistant quickly checked her pockets.

She pulled out a card holder, flipped through it, and found Xu Chen’s card.

Zhao Ling took it and read aloud: ‘East Morning Star Advertising…’

She pulled out her phone.

A few minutes later, Zhao Ling said to Miao Xiaoyu:

‘Did you send over our project requirements?’

Miao Xiaoyu: ‘Huh? Send to where?’

Zhao Ling: ‘To East Morning Star Advertising!’

Miao Xiaoyu: ‘Not yet…’

Zhao Ling clicked her tongue, clearly annoyed.

The assistant shrank back, feeling nervous.

Zhao Ling thought it over: ‘Never mind. After the awards, we’ll talk to President Xu about the project.’

Miao Xiaoyu frowned, still puzzled.

Zhao Ling, eager to share, handed her phone over—it showed East Morning Star Advertising’s website.

Just now, she’d looked it up.

Miao Xiaoyu scrolled through the screen and said:

‘Their company looks pretty solid!

‘Big clients too—like auto and real estate firms…’

Zhao Ling narrowed her eyes:

‘A little-known local shop with a student as CEO…

‘Yet they landed clients like Jeep and Vanke.

‘There has to be something special about them.’

She paused:

‘Our project got ripped apart by Robin, so we need fresh ideas.’

‘East Morning Star might just deliver a surprise.’

Miao Xiaoyu: ‘But Xu Chen’s only a freshman!’

Zhao Ling: ‘Maybe they’ve got real pros in the team!’

‘We’ll see if they win anything tonight.’

‘Either way, let’s discuss the project with them afterward.’

‘At least make them a backup option…’

Miao Xiaoyu: ‘Got it, boss!’

The venue lights shifted, and upbeat music blared from the speakers.

The music paused briefly before the host’s introduction boomed:

‘Ladies and gentlemen, welcome to Tencent Net’s Splendid Gala and the 2006 China Advertising Great Wall Award Ceremony.

‘Please take your seats, as our spectacular event is about to begin…’

Next, music with a strong ethnic flavor played, and the stage lights dimmed.

When the lights came up again, dancers in traditional Yunnan attire appeared on stage.

Xu Chen muttered under his breath:

‘Here we go again…’

Luckily, today’s performance was a step up from yesterday’s University Advertising Competition—far more polished.

These dancers clearly had professional training.

Such culturally rich interludes were probably arranged by the local tourism bureau.

It was a rare chance to showcase beautiful Kun City to advertising pros from across the country—a gracious host’s welcome.

Once the performance ended, the stage lights changed, and a male and female host stepped on.

Xu Chen noticed the hosts didn’t have that over-the-top gala vibe; their outfits were stylish and fitting.

After their introductions, he learned the male host was from Tencent Net and the female from Ogilvy Advertising as a creative vice-director.

Having industry pros as hosts added a layer of credibility.

The hosts shared a few witty jokes to liven things up, then began introducing the guests.

First, the official leaders.

One was a high-ranking Kun City government official, the other the president of the China Advertising Association from Beijing.

Next, Tencent Net’s president, Liu Shengyi.

Then, the ad industry’s big names.

Including this year’s Great Wall Award jury chair, Lao Shuang’an, along with Mo Kangxun, Zhang Xiaoping, and others.

Of course, academics like Jin Changhai from Xiamen University and Lin Ruyang from Tonghai University.

The hosts transitioned into guest speeches.

The Kun City government leader welcomed the nation’s ad creatives.

The China Advertising Association president offered inspiring words for the Great Wall Award.

Tencent Net’s president discussed emerging trends in online advertising.

Amid applause, the jury chair and legendary ad man Lao Shuang’an took the stage…

In the audience, most were industry folks who revered this giant.

After all, classics like ‘Diamonds are forever’ had etched his name in history.

Lao Shuang’an smiled and waved, and the applause faded.

Speaking with his Hong Kong accent, he thanked everyone—the guests, jury, entrants, and sponsors.

‘This year’s Great Wall Award received over 3,600 entries.’

The expert panel selected 660 finalists, 42 bronze winners, 21 silver, and 7 gold across seven categories.

And of course, the top prize: the Great Wall Award of the Year.’