On January 13, due to the terminal stage of cancer, Ye Maozhong, a 54-year-old famous Chinese marketing planning expert and brand management expert, died in Shanghai, and Ye Maozhong became a legend in the advertising industry because of classic advertising and marketing cases such as "men have to be cruel to themselves", "everyone on the earth knows", "Heilan Home Men's Wardrobe" and so on.
On January 15, a reporter from Xiaoxiang Morning News (WeChat: xxcbbaoliao) contacted Ye Maozhong's former friend, a senior advertiser, Who recalled the 26 years of acquaintance between the two and sent a tribute, saying that Ye Maozhong was "the imprint of a generation of Chinese brands rising.".
△ Cover of "Advertising Man's Handbook" Courtesy of the interviewee
The two became acquainted with books and helped publish their first advertising monograph
"The first time I saw him, I felt that he was still quite handsome, a very sharp young man." On the afternoon of January 15, Wen Shuo, a 60-year-old veteran advertiser and president of Shenzhen Wenshuo Jiayin Musical Theater Communication Co., Ltd., recalled the scene when the two first met 26 years ago, and they were still infinitely sad.
The two were married to a book. Many years ago, Wen Shuo, who was also a senior publisher in Beijing, participated in the planning and publication of China's first set of local advertiser series "Miki Advertising Series". In 1996, he suddenly received a phone call from a stranger who said that he had seen the inspiration of the miki advertising series and decided to call and try it.
This person was young Ye Maozhong. At that time, Ye Maozhong had just left Taizhou Television station and was just an ordinary planner of an advertising agency in Hangzhou. He spent a lot of energy writing an advertising monograph, but no publisher bought it. Soochow University Press agreed to publish it, but asked for an underwriting of 2,000 copies, which made him very worried that he was not financially prosperous.
"The first time I've seen an advertising monograph in such a fresh style." Wen Shuo said that the content of Ye Maozhong's book manuscripts was all practical cases in the front line of advertising, which was unique at that time. I was immediately impressed by its sharp style and practical advertising examples, and immediately decided to focus on packaging and publishing.
Under the guidance of Wen Shuo, Ye Maozhong expanded the original 100,000-word manuscript to about 200,000 words, and regarded some advertisers as top-secret information for housekeeping skills, such as CI details, all of which were disclosed. Case photos including Chunlan air conditioners have also been added to increase the weight of the book.
A month later, Ye Mao's servant came to Beijing and handed over the revised manuscript, which was designed and packaged by Wen Shuo, "I designed a new way of typography, and after each chapter was arranged, Brother Ye took back the meteorological bureau hotel where he stayed to proofread a chapter." ”
"At that time, it cost 40,000 or 50,000 yuan, which is equivalent to 1 million yuan now." In Beijing at that time, 200,000 could buy a two-bedroom and one-living house. Wen Shuo not only funded Ye Maozhong's publishing funds, but also invited Wang Li, who was the "first person in China's public relations" who was popular in the country at that time, and Wang Xiao, deputy director of CCTV's economic department, to make preface recommendations, and in accordance with the idea of "flipping books and more people", Ye Maozhong's large head photo was used for cover design.
Soon, "Advertising Man's Handbook" went on sale nationwide, and more than 10,000 printed copies were snapped up. The 50,000 copies that were reprinted several times were also sold out. Since then, Ye Maozhong's brand image has formed an influence throughout the country. The book is still an introductory book for young Chinese advertisers.
Partner to operate the company and witness the rise of Ye Maozhong's personal brand
During the publication of the book, Wenshuo specially invited Ye Maozhong to be the general manager of his Miki Advertising Agency, so that he could independently operate the advertising agency according to his own advertising philosophy. Although Ye Maozhong did not have a long time in his company, the two together created and designed the LOGO for the Chinese Institute of Certified Public Accountants of the Ministry of Finance, which has been used by the association to this day.
Wen Shuo said that in the next two years, in order to further improve Ye Maozhong's popularity, they connected the publication of Ye Maozhong's "Turn Around to See the Plan" and "Sacred Elephant Floor Planning Record", and also achieved good sales. Ye Maozhong's personal brand has also been launched with its successful cases, and its reputation in the industry has been greatly enhanced.
After Ye Maozhong left his company to start a business, the first case was the "small raindrop" that became widely known. Since then, Ye Maozhong has planned a number of popular classic cases such as "men must be cruel to themselves", "everyone on the earth knows", "30-year-old people have a 60-year-old heart, 60-year-old people have a 30-year-old heart", and he has also become the godfather of domestic advertising.
One evening, when the two were walking together, Ye Mao mentioned that he wanted to introduce the most advanced integrated marketing communication concept in the world to China.
Wen Shuo immediately contacted his friends in the publishing industry, and under the leadership of Ye Maozhong, all the employees of Miki Company edited and published China's first book "Integrated Marketing Communication" by introducing Schultz's "integrated marketing communication" theory and combining Chinese and foreign cases.
In the "Preface", Ye Maozhong made a grounded introduction to the theory of "integrated marketing communication" from the perspective of actual combat. The first edition of the book, 15,000 copies, was snatched up and reprinted several times in a row.
△ Group photo of the two People Courtesy of the interviewee
Recall the first acquaintance of the two and sigh "life is like a dream"
In the office on the 46th floor of Ye Maozhong Fortune Center, you can overlook the traffic on the north side of the East Third Ring Road, the streetscape lined with high-rise buildings, and Ye Maozhong's typical personal style: simple, cutting-edge, and style, "which is the style of a typical advertiser." ”
Wen Shuo said that over the years, witnessing Ye Maozhong along the way, the two have always had a good relationship, Ye Maozhong once proposed that the office in Beijing and Shanghai, are free to provide an office for his use, but he was politely refused. Every time he went to Shanghai for business, he lived in Ye Maozhong's villa office building.
Over the years, what Wen Shuo admired the most was Ye Maozhong's character. Among the people he had met, some of them turned their faces and did not recognize anyone after they had made a trace. Ye Maozhong is different, not only remembering the old feelings, but also treating people consistently.
He also remembers that when he was suffering from creating musical theater movies, the night before the start-up, Ye Maozhong specially rushed to his home to send money, and often provided him with joint signatures, free design and other help. ”
The last time the two met was 3 years ago, he went to Shanghai to do business, met with Ye Maozhong and exchanged a few words of greeting, and then hurriedly said goodbye, "That time I knew that he was sick and his face was not very good." ”
Later, in order to let him recuperate, his family shielded some old friends, who had not been in touch for a long time.
Wen Shuo said that when he heard the news that his old friend had left last night, he was just an hour away from his 60th birthday. Wen Shuo, who had a lot of feelings, recalled the past of the two in the past of 26 years, as if the scene of Ye Maozhong, who had seen it for the first time, was right in front of him, "I feel that life is like a dream." ”
At about 2:00 a.m., he published a eulogy entitled "Ye Maozhong, the Road of Heaven, Forever Carved With Your Soul" on his personal public account, sending condolences.
"The trajectory of life and death is an inevitable sadness and cruelty, but the days must go on." Wen Shuo wrote in the article that he used this article as a memorial and condolence for Ye Maozhong, and sent it with piety, "The imprint of the rise of Chinese brands, the Chinese brand Hall of Fame must have the name of Mao Zhong brother, and you can still show your talents and paintings in heaven... The road to heaven is forever carved with your soul. ”
Xiaoxiang Morning News reporter Chen Si