Chapter 387: Endorsement Intrigues

He Da Chang: “Director Li has arrived.”

He’s in the next room’s meeting area, chatting with the leaders from Wen Guang Group.

Xu Chen: “Okay, I have something to discuss with him.”

I’ll send him a message first.”

……

After some more small talk, Pang Ming and He Da Chang went off to greet other guests.

Director Bao Jun Sen remembered something and turned to Xu Chen.

“Mandy visited President Xu a couple of days ago, right?”

Xu Chen paused, thinking for a moment before recalling Qian Mandi from the Chen Youjian Studio.

Then he remembered that when Qian Mandi visited to build rapport, she had mentioned Bao Jun Sen’s past work at Chen Youjian Studio.

Xu Chen: “Yes, she even brought up Paul.”

Bao Jun Sen chuckled and continued:

“A few days ago, Mandy reached out to me for some info on President Xu’s side.”

“I didn’t say much, just touched on the Jeep collaboration.”

He paused, then added:

“Mandy probably has some partnership in mind to discuss with President Xu.”

“I didn’t want to get too involved…”

“Though Alan has solid experience and professionalism in the industry, and he’s a really nice guy.”

“But lately, he’s been busy with exhibitions, leaving the company’s business side to his team, which makes it a bit unprofessional.”

Alan referred to the other side’s boss, Chen Youjian, also known as Alan Chan.

It seemed Bao Jun Sen was acting as a subtle advocate, likely at Qian Mandi’s request.

This showed that Chen Youjian’s company was really keen on landing the Ran Bing Sports project.

Xu Chen kept his expression neutral and just smiled politely.

……

……

Xu Chen had handed all the liaison matters to Nie Fei.

Fei Jie handled these situations with ease.

Xu Chen sent a message to Director Li to connect, as he had serious business to discuss.

……

About ten minutes later, in a meeting room next to the banquet hall.

Director Li saw Xu Chen enter and quickly stood up with a smile.

They exchanged a few pleasantries and sat on the sofa.

Director Li specifically thanked him for the Doha specialties that East Morning Star Advertising had sent to Beijing.

That was arranged by Nie Fei—things like dates and coffee, shipped directly from Doha to China.

And they had sent some specifically to Director Li.

……

Director Li:

“The main reason I wanted to meet with you, Teacher Xu, is about Xie Bingran’s commercial endorsements.”

“After Bing Ge won on the 15th, the companies we had on our official list followed up on collaborations, and some new manufacturers approached us.”

As he said this, Director Li couldn’t hide his excitement.

As the head of external business for the National Team, these deals counted as his achievements too.

Xu Chen didn’t jump in, just waited for Director Li to continue.

“So far, seven manufacturers have shown clear interest.”

“We’ve done a round of screening and narrowed it down to three.”

“We also have to consider Xie Bingran’s overall image, so we turned down anything that didn’t fit, no matter how much they offered.”

“For example, unsuitable medicines, health products, or obscure small brands and manufacturers.”

“Better to have quality over quantity.”

Xu Chen nodded with a smile, not forgetting to offer some praise:

“Wise decision, Director Li.”

“Signing those could damage Bing Ge’s image and scare off better brands.”

“In the long run, more opportunities will come knocking.”

Director Li: “Exactly!”

“The big brands we deal with also look at the endorser’s other partnerships.”

He chuckled and lowered his voice:

“For instance… Louis Vuitton.”

Xu Chen smiled: “Is that confirmed?”

Director Li: “Confirmed!”

Xu Chen: “Great.”

Director Li: “This collaboration is for Louis Vuitton’s spring and summer promotion.”

“Their endorser in Europe and America is Scarlett Johansson…”

Xu Chen: “……”

Director Li looked thrilled:

“So, Xie Bingran’s ads will run alongside Scarlett Johansson’s.”

Xu Chen couldn’t help but feel impressed.

“The little rich girl” was gaining serious prestige, standing shoulder to shoulder with the future Black Widow.

This was a genuine international superstar…

Director Li hesitated, giving an awkward smile.

Xu Chen understood and said with a smile:

“I get it. Brands like Louis Vuitton handle their ads internally.”

“East Morning Star Advertising won’t push to get involved.”

Director Li: “Once the collaboration is set, I’ll let Xie Bingran know.”

“Thanks for understanding, Teacher Xu!”

“They’ll send the ad materials back for our review.”

“I’ll share them with you privately and include your feedback when we respond.”

Xu Chen nodded:

“That’s necessary.”

“Foreign brands don’t always get Chinese consumers.”

“Things like the endorser’s makeup or clothing could accidentally hit a cultural snag.”

……

Director Li paused:

“Another one is a foreign brand.”

“They haven’t given a final answer yet, but we’ve basically got a verbal agreement.”

“Internally, we think it’s perfect for Xie Bingran.”

Xu Chen: “Which brand?”

Director Li: “Head & Shoulders.”

Xu Chen thought it over:

“That does fit well…”

Bing Ge’s short hair style matched Head & Shoulders’ product appeal and brand vibe perfectly.

If Xu Chen remembered right, in the past couple of years, Head & Shoulders’ endorsers were people like Cecilia Cheung and Wang Lihong.

All top stars from across the region.

“Is this Xie Bingran’s solo endorsement?”

“Or will there be others paired with her?”

“Like Wang Shi for Jeep…” Xu Chen asked.

Director Li: “Not sure yet.”

He lowered his voice:

“But I heard they’re talking to Hong Kong actor Leung Chow Wai.”

“Head & Shoulders’ deal with Xie Bingran is pretty much set.”

“If they sign Leung Chow Wai too, it’ll likely be a joint endorsement.”

“Or maybe he and Xie Bingran were both options, but after Bing Ge’s Asian Games win, Leung Chow Wai got passed over.”

Xu Chen laughed: “If Bing Ge bumped Leung Chow Wai out, that’s some serious star power.”

Xu Chen recalled seeing Leung Chow Wai’s Head & Shoulders ad in his previous life.

It mostly played on his looks and charm, with a pretty basic concept.

But that’s typical for European consumer ads.

Director Li paused again and said:

“Head & Shoulders is under Procter & Gamble from America.”

“They work with international 4A ad agencies.”

“I checked, and Head & Shoulders is currently with Ogilvy Advertising…”

As an ad professional, Xu Chen was very familiar with Ogilvy.

Founded by the true American ad legend David Ogilvy, it’s a top player in the industry.

Director Li went on:

“I’ve talked it over with the brand side.”

“Head & Shoulders’ ad project will have a pitch competition, and I’ll recommend East Morning Star Advertising.”

He said this with a tentative tone,

clearly worried that Xu Chen or Xie Bingran might insist on exclusive involvement.

Xu Chen smiled: “No problem. East Morning Star Advertising is happy to join the pitch.”

For a foreign fast-moving consumer goods brand like Head & Shoulders, ad spends are huge.

If Xie Bingran endorses it, she’ll get constant TV exposure.

That’s a big boost for her recognition.

Xu Chen wouldn’t disrupt this for one ad deal.

Plus, Procter & Gamble’s shampoo ads follow set formulas, so it’s hard to get creative anyway.

From a pitching standpoint, Xu Chen wasn’t overly eager.

But since it involved Xie Bingran, he’d give it a shot.

Winning it would add to East Morning Star Advertising’s performance next year.

All things considered,

with stars like Scarlett Johansson and Leung Chow Wai…

“The little rich girl” had exceeded Xu Chen’s expectations.

Sharing the spotlight with the Black Widow and outshining Leung Chow Wai meant she was already a major player.

Xie Bingran’s commercial value was skyrocketing.

Xu Chen snapped out of his surprise and smiled at Director Li:

“Director Li, you mentioned three potential partnerships?”

Director Li smiled:

“Besides Louis Vuitton and Head & Shoulders, there’s a top domestic infant formula brand that’s locked in.”

“Infant formula?”

Director Li:

“Yeah, Sanlu Infant Formula…”

Xu Chen froze, his expression shifting instantly.

Director Li: “Sanlu is a leading domestic infant formula brand.”

“It has a long history, with high national recognition and goodwill.”

“And earlier this year, they formed a joint venture with New Zealand’s Fonterra, so it’s basically an international player now…”

“After the joint venture, they’re planning a big push next year with a hefty budget.”

“They’re looking for an athlete as an endorser…”

“They were on the fence, but after Xie Bingran’s Asian Games win, Sanlu committed.”

Xu Chen stayed silent, his face growing tense.

He was figuring out how to explain this to Director Li.

No way could Xie Bingran take on Sanlu’s endorsement.

As someone reborn, Xu Chen knew what was coming.

If he remembered correctly, in less than two years, in 2008, the melamine scandal would hit…

Xie Bingran couldn’t afford any association with that brand.

……

Director Li was still excitedly introducing and promoting Sanlu.

But noticing Xu Chen’s silence and odd expression, he grew puzzled:

“Teacher Xu, is something wrong?”

Xu Chen paused again.

He was thinking how to put it without revealing too much, then said seriously:

“Director Li, Xie Bingran can’t take on infant formula endorsements.”

“Director Li, we need to pass on this infant formula endorsement for Xie Bingran.”

Director Li blinked: “Ah?”

Seeing Xu Chen’s serious face, he knew it wasn’t a joke.

“What’s the concern, Teacher Xu?”

Xu Chen hesitated:

“The dairy industry sees food safety scandals every few years…”

“It’s just too risky.”

Director Li looked confused:

“Sanlu isn’t some small outfit.”

“It’s a national icon from the 1950s!”

“This year, Forbes ranked it first in China’s top dairy companies…”

“Ahead of Mengniu and Yili…”

“They even helped set national standards.”

“And now, with the New Zealand partnership, they’re following international standards.”

“There’s no way they’d have food safety issues…”

He looked at Xu Chen earnestly.

Director Li truly couldn’t grasp Xu Chen’s point.

With that company’s reputation, how could anything go wrong?

Xu Chen frowned:

“On this, I’m standing firm, Director Li.”

“Xie Bingran won’t endorse Sanlu.”

Director Li hesitated, his expression tightening a bit.

But he quickly softened his tone: “Let’s be straight, Teacher Xu…”

“Among the companies that approached, three or four were in dairy and infant formula.”

“We screened them and picked Sanlu as the strongest in terms of brand and capability.”

“That’s why we moved forward…”

“Sanlu is very sincere and wants to team up with Xie Bingran on a national charity project.”

“That would really boost her image!”

……

Director Li kept going, clearly trying to sway Xu Chen.

He knew that without Xu Chen’s buy-in, the deal was off.

After all, Xie Bingran followed Xu Chen’s lead…

Xu Chen frowned again.

He raised his hand to signal Director Li to stop.

“Director Li, I’m set on this.”

“Xie Bingran won’t endorse Sanlu or any other domestic infant formula or dairy brands…”

“No room for discussion—I’ll handle it with her.”

Director Li was taken aback, his face showing discomfort.

He just didn’t get it and hadn’t expected such firmness.

Xu Chen thought for a moment and softened his tone:

“In recent years, even big brands in dairy have had issues…”

“It’s not worth the risk for Bing Ge.”

He paused:

“Xie Bingran’s value is growing fast, so there’ll be plenty more opportunities.”

“We don’t need this one…”

“Like you said, quality over quantity.”

“This category’s too risky; let’s play it safe.”

Director Li looked troubled:

“We’re close, so I’ll be honest…”

“Though I’m in charge of business, the organization’s decisions are complex with long chains.”

“We vetted Louis Vuitton, Head & Shoulders, and Sanlu…”

Xu Chen nodded and smiled:

“I’ll compile some recent dairy industry scandals and negative press for you as reference.”

“You can use that in your reports upward.”

He added:

“Director Li, as you said, we’re familiar.”

“So let’s figure out how to handle this together and communicate with your side.”

“But Sanlu is off the table—no debate.”

……

……