如今,他已是全球第二大传播集团麦肯世界集团大中华区总裁,但却与一般的老板不同,用他自己的话说:他是一位需要“经常挽起袖子干活”的上司。我发现,在他几十年的“广告生涯”中不仅可以窥探到广告世界的变幻莫测,更能够渗透出中国品牌的成长之路。北京的春天,一个不错的日子,我与彭德湘先生相对而坐。这是一位由文案策划做起的资深广告人,也是一位对市场有着深刻洞察力的品牌专家。他深邃的眼神和俊朗的笑容中有着一种侠骨风气。《成功营销》:您对企业的品牌营销有很多独到见解,同时您也非常关注某些品 Today, he is the president of Greater China, McCann Erickson, the world’s second-largest communications group, but unlike his average employer, he’s in his own words: he’s a guy who needs to “pull up his sleeve often”. boss. I found that in his “advertising career” for decades, he could not only peek into the vagaries of the advertising world, but also penetrate the growth path of Chinese brands. Beijing’s spring, a good day, I sat opposite Mr. Peng Dexiang. This is a senior advertisers from the copy plan to start, but also a profound insight into the market brand experts. His deep eyes and handsome smile has a chivalrous atmosphere. “Successful Marketing”: You have a lot of unique insights on the brand marketing of enterprises, and you are very concerned about certain products