Wuliang Advertiser

The Effie Award is a special advertising award set up by the American Marketing Association to commend advertisers and advertising companies who have achieved their goals and achieved excellent results each year.

At the end of 2003, the Chinese Advertising Association and the American Marketing Association signed an agreement to officially introduce the Effie Award.

Like the Effies of other member states, the awards are evaluated once a year, using the same logo, implementing the same evaluation criteria, and having the same international authority.

For many advertising companies in China, this award has a high gold content. The difference between it and international awards such as the Cannes International Creative Festival and the Clio Awards is that it focuses more on the actual effects of advertising.

In other words, the work that can win the Effie Award can at least prove the commercial value of this company-ads that can help customers sell products are good ads.

In the past three years, Wu Liang has set off a whirlwind of Wu-style advertising in the heavenly dynasty. It may be warm, sentimental, dirty, or straight to the depths of the heart, touching people's desire to buy.

If such an advertisement is not recognized by the Effie Award, the selection of the first Effie Award in the Heavenly Dynasty will probably be out of standard.

However, like all awards, Kung Fu is outside the chessboard, and there are no small moves to count on, so I want to win the award and go home. Hehe, it is really naive, there is no love for no reason in this world.

Therefore, Guo Lijuan has such a question.

And in 2019, the year when Wu Liang was struck back by lightning, the Effie Award was also changed from the undertaking model of the Tianchao Advertising Association to the direct management and operation of Global Effie. What happened behind this? Wu Liang has nothing to know. However, Wu Liang can be sure that there are nothing more than two, one is profit and the other is credibility.

Regardless of which one, Wu Liang believes that this award for "heroes based on timeliness" will get better and better-after all, it is his own child.

In the past, the advertising agencies of the Celestial Dynasty were chasing more awards at the Cannes International Creative Festival. This is like the golden figure in the advertisement, who can unload a heavy award on his personal resume.

Wu Liang used to disdain to go there to mix seniority. It's like Liu Tianwang is unwilling to participate in a singer competition. The judges are not as senior as their own, why bother?

Wu Liang is a man with a vision of advertising for nearly two decades. He is expected to compete with those boring and old-fashioned works. If he loses again, it is not shameful enough.

Well, this is a bit arrogant.

The real reason is that Wu Liang never thought of participating in such an event.

Right now, Guo Lijuan mentioned it, and Wu Liang realized that the Effie Award can bring greater fame to the company, and it is the first time to be held in the celestial dynasty. You must participate in it anyway, and at least you must accumulate experience. Prepare for the impact of Cannes International Creativity Festival.

Even if Wu Liang does not have such a demand, there is never a shortage of young people in his company who just need the award. After all, after winning the award, his personal resume is not at the same level as others.

Thinking of this, Wu Liang nodded and said, "The Effie is more suitable for my personal style of being a hero based on timeliness. In addition, I am still a governing unit of the Advertising Association. Of course I have to participate!"

The Heisei Advertising Company acquired by Wu Liang is the governing unit of the Tianchao Advertising Association. When history has not changed, Wu Xiaobo will be the only representative of Tianchao's local advertising company at the World Advertising Conference in October 2004. Speak.

All this was replaced by Wu Liang. At the board of directors at the end of 2003, Wu Liang was added to the list of directors. His Wu Liang advertising company also successfully became a director unit, and was awarded the "Tian Dynasty First Class" by the Advertising Association. Advertising Enterprise" title.

In fact, this first-level title is not difficult. You can change the name of the original company and acquire a qualified company. Does your company have such qualifications?

In Wu Liang's opinion, these things are all "trivial matters" of the company, and he basically didn't pay much attention to them.

Moguang, also a first-class advertising company, is naturally an important player to participate in various awards. Guo Lijuan saw Wu Liang agree to participate, and smiled knowingly, "Then our two can finally compete in the same field?"

Wu Liang smiled without saying a word, finished the last bowl of rice on the table, put down his chopsticks, and looked at Guo Lijuan indifferently.

Guo Lijuan looked around, wiped her mouth with a tissue, and asked Wu Liang suspiciously, "Why look at me with this kind of eyes? It feels like you have already won the grand prize!"

That's what Wu Liang smiled.

He knows too well the current level of Tianchao's advertisements. In the 2002 World Cup, he could see advertisements with the words "Dealers Wanted" appearing on CTV, followed by a series of phone numbers.

Wu Liang seems to be watching CTV's seven sets instead of one set.

In addition, there is an advertisement that says, "The brand image with unique cultural connotation has been recognized and recognized by consumers!"

There are also advertisements with fifty cents special effects, etc. It is really so miserable. Wu Liang has always felt that he is not suitable for this era. Looking at these advertisements, you can understand why he is not.

However, it is undeniable that this is the status quo, the status quo of Tianchao advertising, even if it is the most influential super medium in the country like China Television.

Including "respecting the old and loving the young, the virtues of the heavens, using love, Glanz Electric" and so on. Wu Liang watched the game and saw these advertisements accidentally. He almost sprayed a sip of Los Angeles Palace beer on He's face.

Even if it is a big-handed advertisement like "Seven Cups of Tea", in Wu Liang's view, a large investment in production has little effect. People should drink Tongyi green tea the same way they drink Tongyi green tea. As for seven cups of tea?

The only impression is that the advertisement is very grand.

As a firm executor of the idea that "ads that can support sales are good ads", Wu Liang's evaluation of this advertisement is really only "failure".

After reading the advertisement, I know that Master Kang has made another green tea, nothing more.

What about the function of the product?

No!

What's the selling point?

Not even more!

Among the other advertisements that seem more deeply rooted in the hearts of the people, except for Nongfu Spring’s "For every bottle of Nongfu Spring you drink, you donate a penny for the children’s desire, Nongfu Spring’s Sunshine Project." An advertisement is beyond the classics.

Therefore, Wu Liang's smile is very strange. He thinks that just one commercial for "afraid of getting angry and drinking Wang Laoji" can slap all the current commercials on Tianchao TV.

Of course, Wang Laoji’s advertisement also has a flaw, that is, it may not be able to catch up with the first round of the Effie Award, and the overall sales data is only based on the performance during the European Cup, which does not explain too much. Maybe participate in zero. The collection of cases in five years will be more stable.

Youlemei should be more suitable. Wu Liang smiled, "Sister Guo, what do you think of Yolemei's Naicha advertising?"