Advertising slogan marketing "madman" Ye Maozhong died of illness Friend: Three years ago, it was late when I learned about it

On the evening of January 14, some media reported that Ye Maozhong, a well-known Chinese marketing planning expert and brand management expert, the founder and chairman of Ye Maozhong's marketing planning agency, died in Shanghai on January 13, 2022 due to terminal cancer, at the age of 54.

▲ Mr. He and Mr. Ye Maozhong (right) together

Red Star News reporters learned from Mr. He, head of Ye Maozhong's conflict marketing sichuan-Chongqing region, that the news of Mr. Ye Maozhong's death was true. "Teacher Ye's cancer was probably the time of the spring and summer of 2019, and it has been almost three years now, and at the beginning I thought that there was no problem with rectal cancer, but in fact it was already advanced."

Mr. He said that in recent years, Mr. Ye Maozhong has been fighting cancer, and before his death, he asked his family not to say it casually, worried about disturbing others, and hoped that his family would send himself. "I have known Teacher Ye for more than 20 years, I remember when the Chinese planning industry first started in the 90s, Teacher Ye was one of the youngest planning experts, and he had more contacts with him in recent years, and he was also his partner, and the Chinese planning industry has come to this day, some people say that he is a godfather-level figure, some people say that he is a generation of grandmasters, I think these are not exaggerated."

"Everyone on the earth knows" and "Men should be cruel to themselves", these advertising slogans widely circulated in the streets and alleys are all written by Ye Maozhong. For Mr. Ye Maozhong's evaluation, Mr. He used four words to describe it, namely madman, ruthless person, benevolent person, and a generation of masters.

"Teacher Ye is a crazy person, because he is untamed in personality and a cruel person, but he is only cruel to himself, once said 'if you can't make a good idea, then go to death', when you can't do a good idea, he can't want to slap himself." And to say that he is a benevolent person is because he has maintained the dignity of the industry. ”

Ye Maozhong once said, "In my opinion, advertising is a dignified and great industry. We create value for our customers through our own wisdom and hard work. Comparing manuscripts with many companies for one project is like selling yourself. As for the prepayment of one year and the non-counteroffer, in my opinion, first, an integrated marketing plan will take at least 1 year to implement to see the effect; second, our work is worth this price. "Due to these harsh requirements, Ye Maozhong has also lost a lot of customers.

Mr. He introduced that Mr. Ye Maozhong never denigrates his peers, and when talking about a planner, he always praises first. As for Mr. Ye Maozhong, he is a grandmaster-level figure, because Chinese marketing theory has always been used abroad, but China's national conditions are different from Europe and the United States. "Ye Maozhong pioneered the conflict theory, which was the first theory to explain where the demand comes from, so after Ye Maozhong's last book (referring to "Conflict") came out, he said that I would re-stand on the podium and let China's marketing planning not take a detour. Unfortunately, he fell ill not long after the book came out. Mr. Ho said.

In Mr. He's view, Ye Maozhong is also a very simple person, in addition to planning advertising, other things will not be considered, and it is also very simple and friendly to friends. "Industry commentators said that he created Chinese marketing theory, that is, a generation of grandmasters."

Red Star News reporter Lu Yanfei

Edited by Guo Yu

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