text | Swordsman
1
Yesterday morning, I was working on a communication plan for a FMCG brand on Dawang Road. When we were chatting after the meeting, a message suddenly popped up on the phone: "On the morning of November 25, 2024, Mr. Su Qiuping, the godfather of Chinese advertising, passed away."
The client also worked for 4a company before. I remember it very clearly: both of us were silent. For a while.
I couldn't help but think of a line from Cao Cao when he paid homage to Guan Yu in the TV series "The New Three Kingdoms": Old friends are dying one after another, just like leaves falling in the wind.
Su Qiuping is an "old friend" to me. When I was studying advertising in college, I had already admired the famous name for a long time. I was a nobody, and the only interaction I had was attending one of his lectures.
Of course, Su Qiuping is a name that cannot be ignored in the entire Chinese advertising circle. He is known as the godfather of Chinese advertising. He is a symbol that represents the glorious years of the first generation of advertisers.
The so-called Chinese advertising generally refers to the form of advertising that uses Chinese as the main language and is oriented to the Chinese community. It covers advertising in mainland China, Taiwan Province of China, Hong Kong, Macau, Singapore and other areas where Chinese is spoken. market.
I saw a very pertinent evaluation on the Internet: "He has influenced several generations of Chinese advertisers."
I thought: In a limited life, a person can single-handedly promote the development of the entire industry, even if it is With a little progress, even if life ends, it is enough to have no regrets.
2
In the past two years, from the deaths of Ye Maozhong and Su Qiuping to the retirement of Song Zhiming, it is no longer unusual for big names in the advertising industry to say "farewell". An era of
is over.
This is often accompanied by the disintegration of tradition, the emergence of new ideas, and the establishment of a new order.
Dongdong Qiang once wrote a great article in 2020, "I won't lie to you, the new era of creativity is really here". He said: "Whether you embrace changes or not, changes will happen - if you don't embrace changes, it will happen." It’s okay, if you don’t embrace change, change will come to you.”
But this does not mean that some traditional things will leave us and disappear in the change. On the contrary, I think it is deeply rooted in the spiritual totem of a generation of advertising people and ironed out the foundation of the industry. The
timeline goes back to 1993. After Su Qiuping won all Chinese-language awards from the Singapore Advertising Creativity Awards CCA, she resigned from her position as the creative director of the Greater China region of Hong Kong Dentsu Yangya Advertising Company. She returned to Singapore and founded the "Three People" advertising company with two other friends, dedicated to Chinese-language advertising. Advertising creation echoes the "Chinese Movement" in Singapore that began in the 1980s.
In January 1995, "Long Yin Bang" magazine was first published in Hong Kong. I still have a copy on my desk.
This magazine was completed by Lin Junming, Zheng Guanglun, Lao Shuangen and others after work. The magazine is named "Long Yin", which means Chinese advertising creatives from all over the world who have the blood of dragons. The magazine is aimed at Chinese creative people around the world and is published quarterly [every Monday, April, July and October]. The content of the magazine is mainly carefully selected from Chinese television, newspapers and poster advertisements in mainland China, Hong Kong, Taiwan, Malaysia, Singapore, and even Canada and the United States, which are creative, or are good at using Chinese characteristics, or have strong themes. Works with Chinese cultural characteristics.
In 1997, the Chinese advertising movement ushered in a new climax:
Singaporean advertiser Su Qiuping, Lin Junming from Hong Kong, Macau-born Mok Kangsun, together with the Chinese Sun Dawei from Taiwan, co-initiated the Dragon Seal Global Chinese Advertising Award (Long Seal Creative Award). Under the concept of "conquering the world with Chinese", it spans Chinese advertising in mainland China, Hong Kong, Taiwan, Singapore, Malaysia and North America. circle, which has had a great influence on the Chinese advertising industry over the years.
After searching on Baidu, I also discovered that this award is still being held to this day, which is really touching.
It seems difficult to verify the origin of the Dragon Seal Advertising Award and the order of what is called the "Four Godfathers of Chinese Advertising" by industry insiders. However, what is certain is that personal influence and the influence of the Chinese Advertising Award are inextricably linked to each other. Make each other successful.
△ From left to right: Sun Dawei, Lin Junming, Su Qiuping, and Mo Kangsun
are the four "godfathers" of the Chinese advertising circle. They were born and famous in multinational advertising companies.
Sun Dawei comes from Ogilvy (Taiwan) advertising company, Mo Kangsun comes from McCann Guangming Advertising Company, Lin Junming has experienced multinational advertising companies such as fcb, ddb, McCann, Greyhound, Delta High and Dentsu, Su Qiuping is also Spent most of his career working for multinational advertising companies such as Digital Asia and Saatchi & Saatchi.
They have gained rich experience in front-line advertising creative work in multinational advertising companies, and shoulder the mission of localized creative coding for multinational companies. In the process, they thought and explored, and took the lead in becoming conscious of advertising culture and advertising creativity.
3
The influence of Chinese advertising on Chinese advertising may be traced back to in the 1980s.
Singapore, Hong Kong, Taiwan and other regions have close exchanges with the advertising industry in Europe and the United States due to their market structure, geographical location, economic conditions and other factors, and the advertising industry has taken the lead in developing. By 1980, Hong Kong had cultivated a number of outstanding local advertising talents, including Ji Wenfeng.
Due to the cultural inheritance of the same origin, advertising talents from Hong Kong, Taiwan, Macau, Singapore, Malaysia and other countries have close blood, geographical and cultural ties with mainland China. These talents have become an important force in the expansion of multinational advertising companies in China, and actively spread advertising expertise, becoming an important part of the development of China's advertising industry. The most typical example of
is Lin Zhenbin’s Chinese business advertisement. The Chinese name of Coca-Cola came from Lin Zhenbin. In 1950, Lin Zhenbin established "Huashang Advertising" and "Hualian Advertising" in Hong Kong.
Among them, "Hualian Advertising" specializes in screen advertisements for movie theaters, and is managed by his eldest son Lin Bingsen; "Huashang Advertising" has a more comprehensive business, run by his sons Lin Bingrong and Lin Bingkuan. By the early 1960s, "Huashang Advertising" had become a One of the three major advertising companies in Hong Kong, alongside "Cathay" and "Grand".
Subsequently, Huashang Advertising cooperated with McCann International Advertising Company to establish Huamei Advertising Company. Employees of Huamei Advertising Company became the first batch of advertising professionals to go north when the advertising industry in mainland China recovered in the 1980s. Among them, for example, Wang Shaojie, the former vice chairman of Ogilvy China, once worked at Huamei Advertising Company.
I remember that in "Ogilvy on Advertising", there is a record about the entry of multinational advertising companies into China: "The total number of advertising companies (in mainland China) is less than 67, of which 17 are responsible for the external promotion of domestic products, and Internal promotion of foreign products. Japan's Dentsu Advertising Company has small offices in Beijing and Shanghai, and the American McCann has offices in Beijing. "
Many employees in these multinational advertising companies come from Hong Kong, Macao and Taiwan. Wang Shaojie said in the book "In the Name of Red": When Shanghai Ogilvy was founded, there was no problem in communicating in Cantonese during team meetings.
This group of people included Hong Kong advertisers who were efficient, quick to get things done, and no nonsense, and Taiwanese advertisers who respected professionalism and advocated insight. They became active disseminators and guides of advanced advertising expertise at that time.
At that time, due to insufficient information, many industry information and cases came from industry readings in Hong Kong and Taiwan, especially "Ogilvy's Viewpoint" published by Ogilvy.
"Viewpoint" is the internal journal of Ogilvy Integrated Communications Group that circulates around the world. At that time, Song Zhiming and Zhuang Shufen used this as a blueprint to form "Ogilvy's Viewpoint". The first volume selected "Viewpoint" from 1991 to 1996. The 48 articles in the text version cover the advertising profession, Ogilvy culture, creativity, direct marketing, brand, media, consumer research, public relations, cis and interactive marketing. Since Ogilvy was the world's leading advertising company at the time, "Ogilvy" "Perspectives on Beauty" caused a very strong response in the industry.
4
Old friends are dying one after another, like leaves falling in the wind.
Among the four godfathers of Chinese advertising, Sun Dawei, Lin Junming, and Su Qiuping have all passed away. The following names of
are worthy of being remembered by the industry.
Sun Dawei . Taiwanese advertising man, one of the four godfathers of Chinese advertising, passed away in Taipei in November 2010.
Lin Junming. Hong Kong advertising man, one of the four godfathers of Chinese advertising, passed away at his home in Hong Kong on October 30, 2021.
Su Qiuping. A Singaporean advertising man, one of the four godfathers of Chinese advertising, passed away in Singapore on November 25, 2024.
mokang sun. One of the four godfathers of Chinese advertising, he left McCann in April 2017 after 36 years of service and founded Mamaye Advertising, still fighting on the front line of creativity.
Ji Wenfeng. The earliest generation of advertisers. In 1995, he left the advertising industry and joined the Hong Kong Better Tomorrow Fund, and later joined the Hong Kong New World Group.
Song Zhiming. The founder of Ogilvy China, he retired on June 30, 2023 and officially stepped down as chairman of Ogilvy Greater China.
Zhuang Shufen. Former Vice Chairman of Ogilvy & Mather Group Greater China. He left the mainland in January 2016 and was transferred back to Taiwan.
Lao Shuangen . On March 27, 2024, Lao Shuangen announced his retirement and resigned as the chief creative officer of Wunderman Zhiwei Asia Pacific and chairman of the Asia Pacific Creative Committee.
Liang Weifeng . On April 28, 2023, he officially resigned as the chairman and chief creative officer of bbdo Greater China to work hard in the music industry.
Zhou Peilian, Lin Youqin, Deng Guangzhen, Lin Guizhi, Su Xiong, Li Qianling, Huang Tianyi, Wang Kaiyi, Zhuang Jian, Chen Minyuan, Long Jieqi, Liu Weiquan, Chen Xiang, Chen Zhonghan, Zeng Zhengyu... (The names may be incomplete, please leave a message District supplement).
Some of these advertisers from Hong Kong, Taiwan, Singapore and other places have left the advertising industry, some are still on the front line of advertising, and some are in other industries but still watching the development of the industry.
They came to mainland China for various reasons. They are an important group of people who support the development of China's advertising industry.
text | Swordsman
1
Yesterday morning, I was working on a communication plan for a FMCG brand on Dawang Road. When we were chatting after the meeting, a message suddenly popped up on the phone: "On the morning of November 25, 2024, Mr. Su Qiuping, the godfather of Chinese advertising, passed away."
The client also worked for 4a company before. I remember it very clearly: both of us were silent. For a while.
I couldn't help but think of a line from Cao Cao when he paid homage to Guan Yu in the TV series "The New Three Kingdoms": Old friends are dying one after another, just like leaves falling in the wind.
Su Qiuping is an "old friend" to me. When I was studying advertising in college, I had already admired the famous name for a long time. I was a nobody, and the only interaction I had was attending one of his lectures.
Of course, Su Qiuping is a name that cannot be ignored in the entire Chinese advertising circle. He is known as the godfather of Chinese advertising. He is a symbol that represents the glorious years of the first generation of advertisers.
The so-called Chinese advertising generally refers to the form of advertising that uses Chinese as the main language and is oriented to the Chinese community. It covers advertising in mainland China, Taiwan Province of China, Hong Kong, Macau, Singapore and other areas where Chinese is spoken. market.
I saw a very pertinent evaluation on the Internet: "He has influenced several generations of Chinese advertisers."
I thought: In a limited life, a person can single-handedly promote the development of the entire industry, even if it is With a little progress, even if life ends, it is enough to have no regrets.
2
In the past two years, from the deaths of Ye Maozhong and Su Qiuping to the retirement of Song Zhiming, it is no longer unusual for big names in the advertising industry to say "farewell". An era of
is over.
This is often accompanied by the disintegration of tradition, the emergence of new ideas, and the establishment of a new order.
Dongdong Qiang once wrote a great article in 2020, "I won't lie to you, the new era of creativity is really here". He said: "Whether you embrace changes or not, changes will happen - if you don't embrace changes, it will happen." It’s okay, if you don’t embrace change, change will come to you.”
But this does not mean that some traditional things will leave us and disappear in the change. On the contrary, I think it is deeply rooted in the spiritual totem of a generation of advertising people and ironed out the foundation of the industry. The
timeline goes back to 1993. After Su Qiuping won all Chinese-language awards from the Singapore Advertising Creativity Awards CCA, she resigned from her position as the creative director of the Greater China region of Hong Kong Dentsu Yangya Advertising Company. She returned to Singapore and founded the "Three People" advertising company with two other friends, dedicated to Chinese-language advertising. Advertising creation echoes the "Chinese Movement" in Singapore that began in the 1980s.
In January 1995, "Long Yin Bang" magazine was first published in Hong Kong. I still have a copy on my desk.
This magazine was completed by Lin Junming, Zheng Guanglun, Lao Shuangen and others after work. The magazine is named "Long Yin", which means Chinese advertising creatives from all over the world who have the blood of dragons. The magazine is aimed at Chinese creative people around the world and is published quarterly [every Monday, April, July and October]. The content of the magazine is mainly carefully selected from Chinese television, newspapers and poster advertisements in mainland China, Hong Kong, Taiwan, Malaysia, Singapore, and even Canada and the United States, which are creative, or are good at using Chinese characteristics, or have strong themes. Works with Chinese cultural characteristics.
In 1997, the Chinese advertising movement ushered in a new climax:
Singaporean advertiser Su Qiuping, Lin Junming from Hong Kong, Macau-born Mok Kangsun, together with the Chinese Sun Dawei from Taiwan, co-initiated the Dragon Seal Global Chinese Advertising Award (Long Seal Creative Award). Under the concept of "conquering the world with Chinese", it spans Chinese advertising in mainland China, Hong Kong, Taiwan, Singapore, Malaysia and North America. circle, which has had a great influence on the Chinese advertising industry over the years.
After searching on Baidu, I also discovered that this award is still being held to this day, which is really touching.
It seems difficult to verify the origin of the Dragon Seal Advertising Award and the order of what is called the "Four Godfathers of Chinese Advertising" by industry insiders. However, what is certain is that personal influence and the influence of the Chinese Advertising Award are inextricably linked to each other. Make each other successful.
△ From left to right: Sun Dawei, Lin Junming, Su Qiuping, and Mo Kangsun
are the four "godfathers" of the Chinese advertising circle. They were born and famous in multinational advertising companies.
Sun Dawei comes from Ogilvy (Taiwan) advertising company, Mo Kangsun comes from McCann Guangming Advertising Company, Lin Junming has experienced multinational advertising companies such as fcb, ddb, McCann, Greyhound, Delta High and Dentsu, Su Qiuping is also Spent most of his career working for multinational advertising companies such as Digital Asia and Saatchi & Saatchi.
They have gained rich experience in front-line advertising creative work in multinational advertising companies, and shoulder the mission of localized creative coding for multinational companies. In the process, they thought and explored, and took the lead in becoming conscious of advertising culture and advertising creativity.
3
The influence of Chinese advertising on Chinese advertising may be traced back to in the 1980s.
Singapore, Hong Kong, Taiwan and other regions have close exchanges with the advertising industry in Europe and the United States due to their market structure, geographical location, economic conditions and other factors, and the advertising industry has taken the lead in developing. By 1980, Hong Kong had cultivated a number of outstanding local advertising talents, including Ji Wenfeng.
Due to the cultural inheritance of the same origin, advertising talents from Hong Kong, Taiwan, Macau, Singapore, Malaysia and other countries have close blood, geographical and cultural ties with mainland China. These talents have become an important force in the expansion of multinational advertising companies in China, and actively spread advertising expertise, becoming an important part of the development of China's advertising industry. The most typical example of
is Lin Zhenbin’s Chinese business advertisement. The Chinese name of Coca-Cola came from Lin Zhenbin. In 1950, Lin Zhenbin established "Huashang Advertising" and "Hualian Advertising" in Hong Kong.
Among them, "Hualian Advertising" specializes in screen advertisements for movie theaters, and is managed by his eldest son Lin Bingsen; "Huashang Advertising" has a more comprehensive business, run by his sons Lin Bingrong and Lin Bingkuan. By the early 1960s, "Huashang Advertising" had become a One of the three major advertising companies in Hong Kong, alongside "Cathay" and "Grand".
Subsequently, Huashang Advertising cooperated with McCann International Advertising Company to establish Huamei Advertising Company. Employees of Huamei Advertising Company became the first batch of advertising professionals to go north when the advertising industry in mainland China recovered in the 1980s. Among them, for example, Wang Shaojie, the former vice chairman of Ogilvy China, once worked at Huamei Advertising Company.
I remember that in "Ogilvy on Advertising", there is a record about the entry of multinational advertising companies into China: "The total number of advertising companies (in mainland China) is less than 67, of which 17 are responsible for the external promotion of domestic products, and Internal promotion of foreign products. Japan's Dentsu Advertising Company has small offices in Beijing and Shanghai, and the American McCann has offices in Beijing. "
Many employees in these multinational advertising companies come from Hong Kong, Macao and Taiwan. Wang Shaojie said in the book "In the Name of Red": When Shanghai Ogilvy was founded, there was no problem in communicating in Cantonese during team meetings.
This group of people included Hong Kong advertisers who were efficient, quick to get things done, and no nonsense, and Taiwanese advertisers who respected professionalism and advocated insight. They became active disseminators and guides of advanced advertising expertise at that time.
At that time, due to insufficient information, many industry information and cases came from industry readings in Hong Kong and Taiwan, especially "Ogilvy's Viewpoint" published by Ogilvy.
"Viewpoint" is the internal journal of Ogilvy Integrated Communications Group that circulates around the world. At that time, Song Zhiming and Zhuang Shufen used this as a blueprint to form "Ogilvy's Viewpoint". The first volume selected "Viewpoint" from 1991 to 1996. The 48 articles in the text version cover the advertising profession, Ogilvy culture, creativity, direct marketing, brand, media, consumer research, public relations, cis and interactive marketing. Since Ogilvy was the world's leading advertising company at the time, "Ogilvy" "Perspectives on Beauty" caused a very strong response in the industry.
4
Old friends are dying one after another, like leaves falling in the wind.
Among the four godfathers of Chinese advertising, Sun Dawei, Lin Junming, and Su Qiuping have all passed away. The following names of
are worthy of being remembered by the industry.
Sun Dawei . Taiwanese advertising man, one of the four godfathers of Chinese advertising, passed away in Taipei in November 2010.
Lin Junming. Hong Kong advertising man, one of the four godfathers of Chinese advertising, passed away at his home in Hong Kong on October 30, 2021.
Su Qiuping. A Singaporean advertising man, one of the four godfathers of Chinese advertising, passed away in Singapore on November 25, 2024.
mokang sun. One of the four godfathers of Chinese advertising, he left McCann in April 2017 after 36 years of service and founded Mamaye Advertising, still fighting on the front line of creativity.
Ji Wenfeng. The earliest generation of advertisers. In 1995, he left the advertising industry and joined the Hong Kong Better Tomorrow Fund, and later joined the Hong Kong New World Group.
Song Zhiming. The founder of Ogilvy China, he retired on June 30, 2023 and officially stepped down as chairman of Ogilvy Greater China.
Zhuang Shufen. Former Vice Chairman of Ogilvy & Mather Group Greater China. He left the mainland in January 2016 and was transferred back to Taiwan.
Lao Shuangen . On March 27, 2024, Lao Shuangen announced his retirement and resigned as the chief creative officer of Wunderman Zhiwei Asia Pacific and chairman of the Asia Pacific Creative Committee.
Liang Weifeng . On April 28, 2023, he officially resigned as the chairman and chief creative officer of bbdo Greater China to work hard in the music industry.
Zhou Peilian, Lin Youqin, Deng Guangzhen, Lin Guizhi, Su Xiong, Li Qianling, Huang Tianyi, Wang Kaiyi, Zhuang Jian, Chen Minyuan, Long Jieqi, Liu Weiquan, Chen Xiang, Chen Zhonghan, Zeng Zhengyu... (The names may be incomplete, please leave a message District supplement).
Some of these advertisers from Hong Kong, Taiwan, Singapore and other places have left the advertising industry, some are still on the front line of advertising, and some are in other industries but still watching the development of the industry.
They came to mainland China for various reasons. They are an important group of people who support the development of China's advertising industry.
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