Chapter 396: Endorsement Intrigue

Sun Yashi couldn’t help but suck in a sharp breath.

She finally pieced it together…

No wonder Jeep’s market vice president, Pang Ming, was so polite to this ‘Little President Xu’.

It turned out that East Morning Star Advertising and this ‘Little President Xu’ were far more important than she had imagined.

In the conversation between Pang Ming and Xu Chen, Sun Yashi caught a few key phrases:

“I chatted with Xie Bingran privately…”

Director Li Yue asked to “check with Little President Xu’s opinion”…

Was this ‘Little President Xu’ actually the key person for communicating with the endorser?

Even Director Li Yue from the Sports Administration had to seek his input?!

Being able to communicate directly and privately with the endorser was an extremely crucial resource.

Procter & Gamble had worked with many celebrity endorsers, and plenty of them were “difficult to handle”.

From endorser cooperation to ad shoots and negotiating rights details…

Having a key contact who could easily talk to the endorser made everything smoother and more efficient.

Sun Yashi never imagined that this ‘Little President Xu’ in front of her was exactly that key figure.

…

Xu Chen finally hung up on Pang Ming’s call.

He said nothing, just scrolled through his phone with a cold, distant expression.

Sun Yashi glanced up at Xu Chen…

She quickly gathered her thoughts and put on what she thought was a perfectly timed smile.

In a flash, she brainstormed ways to ease the awkwardness…

But before Sun Yashi could speak, Xu Chen dialed another number.

She had no idea who he was calling this time…

…

“Director Li, are you still in Shanghai?”

“Hello, Teacher Xu Chen. Yes, I’m still here in Shanghai.

I’ve got meetings lined up for the next couple of days with the Shanghai Sports Bureau and the Shanghai Athletics Center!”

…

Sun Yashi and John exchanged a look, suddenly too afraid to make a sound.

On the other end was Director Li Yue from the Sports Administration…

Li Yue continued in the phone:

“Coach Cheng mentioned that Xie Bingran will arrive in Shanghai this weekend and then take a few days off…

When you meet our champion, Teacher Xu, pass on my greetings!”

Xu Chen replied with a smile:

“Of course!

You’ve got a good heart, Director Li!”

Sun Yashi and John froze, their expressions turning odd.

Sure enough…

This ‘Little President Xu’ had a solid private connection with the endorser.

Xu Chen paused briefly before adding:

“Director Li, I called because there’s something I need to discuss…”

Li Yue: “Go ahead, Teacher Xu Chen.”

Xu Chen: “We haven’t signed the contract for the Head & Shoulders endorsement yet, right?”

Li Yue: “Not yet…

We’re still going through internal reports and approvals at the Sports Administration.

These commercial deals need the higher-ups to review them.”

Xu Chen paused again:

“Good, it hasn’t been signed…”

On the other end, Director Li Yue hesitated.

In the meeting room, Sun Yashi and John tensed up, anxiety hitting them hard.

Li Yue: “Is there a problem, Teacher Xu Chen?”

Xu Chen: “Nothing major…

I messaged Xie Bingran a couple of days ago, and we talked about these business deals.

We discussed it, and Xie Bingran raised a concern…”

Xu Chen paused deliberately.

Li Yue: “What concern?”

At the same time, Sun Yashi and John across from him grew even more tense.

Xu Chen: “Since it’s an anti-dandruff shampoo ad, it has to show dandruff on the scalp.

For Xie Bingran, scenes with dandruff would really hurt her image.

Even without showing it, the association with dandruff could damage her reputation…

So, I think we need to reconsider the Head & Shoulders endorsement.”

“…”

“Hiss…”

In an instant, Sun Yashi’s face turned deathly pale.

She shifted in her seat, as if desperate to stand up.

But she forced herself to stay put.

If they lost Xie Bingran’s endorsement, things would blow up big time…

Procter & Gamble was a global corporation, and Head & Shoulders was one of their key brands.

Their market plans and endorser choices weren’t made lightly.

Xie Bingran’s endorsement had gone through multiple rounds of reviews and approvals.

Even headquarters in the US had signed off…

If the endorser backed out now, all that prior investment would go to waste.

As the lead on this project, Sun Yashi’s annual evaluation would take a hit.

…

Even more on edge than Sun Yashi was the Head & Shoulders brand manager, John.

Internal plans and budgets were already approved; if something went wrong now, he could lose his job…

Suddenly, both Sun Yashi and John were on pins and needles.

They felt like something was stuck in their throats, sitting on a bed of nails.

On the phone, Director Li Yue fell silent, his own tension rising…

Xu Chen sat calmly, looking completely at ease.

Nie Fei glanced at ‘Little President Xu’ and couldn’t help but smirk.

Hitting the snake at its weak spot.

This was probably stepping right on that Sia executive’s vulnerability…

On the phone, Li Yue finally spoke:

“Teacher Xu Chen, could you help with this?

The brand side at Head & Shoulders is easy to handle since the contract isn’t signed yet.

But I’ve already mentioned this internally to the higher-ups…

If it gets canceled, I’ll face a lot of pressure.”

His words were earnest and sincere.

Sun Yashi’s lips twitched; she felt a bit relieved but didn’t dare speak.

The usually assertive Director Li Yue was practically begging this young ‘Little President Xu’?

Xu Chen’s face remained neutral:

“It’s mainly that Xie Bingran has some reservations mentally.

Plus, the dandruff imagery could negatively affect her image.”

Li Yue sounded urgent, forcing a smile as he said:

“This really needs your help, Teacher Xu Chen.

You’re so close with Bing Ge; you can definitely convince Xie Bingran.

She doesn’t listen to anyone else, just you…

If you step in, I’m sure she’ll change her mind.

As for the dandruff scenes…

That should be a piece of cake for you, right?

You’re a creative genius— you pulled off the tough Jeep project…

With your skills, you can come up with a perfect solution for the dandruff issue!”

“Teacher Xu Chen, I really have to ask for your help here!

Last time we talked over dinner, I mentioned the upward reporting pressure I’m under…”

…

Li Yue pleaded from every angle, trying to sway Xu Chen.

In his view, the key was getting ‘Teacher Xu Chen’ on board.

Fix that, and Bing Ge would follow.

…

Xu Chen stayed quiet, just listening.

He wasn’t doing it for himself; he wanted Sun Yashi to hear it…

Sun Yashi kept her head slightly lowered, her eyes avoiding his.

As Procter & Gamble’s director, she was a mid-level executive.

But today, in front of this twenty-something ‘Little President Xu’, she felt utterly embarrassed.

The Sia executive who usually bossed around subordinates was now speechless.

All because ‘Little President Xu’ held the key to her career project.

…

Gu Xinxi turned to her ‘boss’, her face beaming with pride, eyes sparkling.

The boss was ruthless…

Three calls out, and the other side didn’t dare utter a word.

Totally merciless.

…

Nie Fei shook her head with a laugh.

Fei Jie thought to herself, good thing she and Little President Xu were on the same side.

If they were opponents, it’d be impossible to fight back.

…

Li Yue kept politely pleading, appealing to emotions and logic.

Xu Chen figured the moment was right and backed off:

“I’ll chat with Xie Bingran this weekend and see what she says.”

Seeing Xu Chen soften, Li Yue smiled:

“Thank you so much, Teacher Xu Chen!

With you on it, it’s a sure thing!

Xie Bingran listens to you!

And the ad plan? That’s easy for you—

No other agency can handle dandruff issues like you can.”

…

Li Yue laid on the flattery, leaving Xu Chen a bit speechless.

Xu Chen reassured Li Yue a couple more times before finally hanging up.

…

The meeting room fell into absolute silence.

Sun Yashi hesitated.

She cleared her throat awkwardly.

Gathering a bit of courage, she tentatively said:

“President Xu…”

But before she could go on, Xu Chen stood up.

He checked the time and smiled:

“I need to get back for a meeting, so I won’t take up more time…”

He looked ready to leave.

Nie Fei and Gu Xinxi quickly got up too.

Sun Yashi looked panicked:

“President Xu…

Please let me apologize.”

Xu Chen smiled:

“You’re too kind, Director Sia…”

With that, he turned and headed out without another word.

Sun Yashi hurried after him a couple of steps:

“President Xu, what about our project…”

Xu Chen stopped at the door and smiled:

“Follow up on the project with our team member Gu Xinxi.

After all, Xie Bingran’s endorsement is still up in the air.”

Sun Yashi looked desperate:

“President Xu…”

Xu Chen opened the door and added:

“East Morning Star Advertising might not be famous, but we don’t take every job.

If your company has needs, talk to Gu Xinxi first.

We’ll need to evaluate it…

Though, when I take projects, I have two rules:

First, no bidding wars—we go exclusive or not at all.

Second, no haggling—we quote based on ad demands and don’t cut prices.

And our quotes will be higher than other agencies…

Think it over, Director Sia. You don’t have to choose East Morning Star Advertising.”

With that, he didn’t linger and walked out.

Nie Fei followed, her smile full of amusement.

She found it hilarious.

Under the circumstances, they really had no choice but to go with East Morning Star Advertising…

Gu Xinxi grabbed her laptop bag but got stopped by Sun Yashi and John.

“Manager Gu, how should we follow up?”

Gu Xinxi: “Let’s handle it online first and confirm your project needs…”

She stayed polite:

“Sorry, I need to go…

Our Little President Xu has a short temper, and I don’t want to get yelled at for lagging behind.”

With that, she hurried off after him.

…

…

Twenty minutes later, at a steakhouse in Lujiazui.

Xu Chen, Nie Fei, and Gu Xinxi sat by the window.

Xu Chen only ate his steak well done.

Even though the elegantly made-up waitress strongly recommended medium-rare in her Shanghai accent, almost lecturing him…

Xu Chen just smiled and said:

“I like my steak well done.”

Black pepper steak, fresh fruit salad, freshly squeezed orange juice…

Gu Xinxi sipped her juice and asked:

“Boss…

Are we still doing the Head & Shoulders project?”

Xu Chen: “Why not? If there’s money in it.”

Gu Xinxi said “Oh,” but still looked puzzled.

Nie Fei laughed:

“Companies like Procter & Gamble go through layers of analysis and approvals for every plan.

Xie Bingran’s endorsement must have been debated for ages; they won’t just drop it.

In outfits like that, top brass are mostly Westerners, mid-level has overseas Chinese or people from Taiwan and Hong Kong.

Only a few mainlanders make it to mid-level director or above.

That’s why their internal politics are so cutthroat…

Director Sia has climbed to her position after years; she’s probably walking on eggshells inside.

If they lose the endorser now, she’ll be held accountable.

Sun Yashi has no way out.

After Little President Xu’s calls, she’s got no choice but to come begging.”

She has no other options…”

Gu Xinxi chuckled:

“Good!

Listening to the boss on the phone was so satisfying!”

Xu Chen smiled:

“Wait for them to contact you, then see what they need.

With no bidding and no price talks, we can make some easy money and have a great year.

Head & Shoulders is a solid brand with huge media spends; it’ll boost Bing Ge’s exposure too.

Securing this endorsement will really help her career.”

Gu Xinxi thought for a moment:

“But Boss, how do we fix the dandruff issue? It could leave a bad impression…”

Xu Chen grinned:

“That’s simple. We can use some creative tricks.

Ask Aimi when we get back; she’s great with design and ideas.”

Gu Xinxi looked a bit unsure:

“Sorry, Boss, I think I’m still weak on the creative side…”

Xu Chen laughed:

“Everyone has their strengths.

You’re our client director; your expertise isn’t in creativity.

Manager Gu, your project management and strategy writing are top-notch already!”

Gu Xinxi smiled happily:

“Thanks, Boss! I’ll work even harder!”

…

…

Back at Procter & Gamble’s office, in the meeting room.

John looked at his unhappy boss and mustered the courage to ask:

“Sia, what do we do now…”

Sun Yashi sighed:

“What else can we do?

Track down that young manager and reach out…

We’ve pushed this to the final stage; if we drop Xie Bingran’s endorsement, we might as well quit.

Our internal plans are approved, and the big bosses upstairs love her…

They’re all counting on us to sign her!”

John: “But working with East Morning Star Advertising means no bidding, no negotiating…

What if their plan is bad and the price is sky-high?”

Sun Yashi frowned, thinking:

“Jeep and Wang Laoshun’s projects were theirs, so the plan should be fine.

If the price is high, we’ll have to deal with it…”

She paused, then continued:

“First, talk to Gu Xinxi about the details and get their quote…

If it’s high, I’ll shift some budget from other projects.”

John: “What if the quote is ridiculous?”

Sun Yashi hesitated:

“It probably won’t be…

They work with big companies and brands, so they’ll play by the rules and care about their reputation.

But if it is, we have no choice.

This isn’t just about an ad plan anymore; it’s tied to the endorser deal.”

John: “Okay, I’ll contact Gu Xinxi this afternoon.

We got along well before; she might put in a good word.”

Sun Yashi nodded:

“Be polite with her…

Don’t treat her like a subordinate; we’re the ones needing help right now.”

John: “Got it.”

…

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