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Bates Asia在今年6月的某一个时刻,集中整个亚洲区15个office的ECD、CD,在上海召开了一个闭门创意会议,闻知这个消息,我们采访了Bates Asia亚洲区执行创意总监陈耀福(Norman)。什么因素促使你思考在公司推行这个计划,是不是想让Bates成为亚洲最有创意实力的公司?我来Bates以后开始实施这个计划,出发点是创意人对自己专业的要求。如果我们认为自己是专业的,用什么做标准?当然是用创意作品和为客户做的案例来衡量,包括三个方面:销售:建立客户的品牌:创意。对广告公司来说,创意是一个最正当的竞争手段。我们要求每一个人每年都要有一个大家喜欢的、引起讨论的、吸引人的优秀作品,要有比较大的Impact。如果每个专业人员一天天、一年年过去都交不出一份令人满意的作品,那就该对自己的专业性产生怀疑了。THE ONE只是对一个专业广告人的一个最基本的要求,它只是一个开始,如果一家广告公司每一个人都有这种专业的追求,每一年这家公司就非常有可能创作出许许多多的THE ONE,THE ONE信念的团队爆发力是非常大的。
At some point in June this year, Bates Asia gathered ECDs and CDs at 15 offices throughout Asia and held a closed-door creative meeting in Shanghai. We heard about this and we interviewed Chen Yaofu, executive creative director of Bates Asia Asia Norman). What motivates you to think about pushing Bates to be the most creative company in Asia? I came to Bates to start the program later, starting with the creative people’s requirements for their profession. If we think we are professional, what is the standard? Of course, with creative works and for the customer to do the case to measure, including three aspects: Sales: Build customer’s brand: creativity. For advertising agencies, creativity is the most appropriate means of competition. We ask everyone to have an influential, compelling and compelling piece of work that everyone likes, every year, and a relatively large Impact. If every professional does not produce a satisfactory work day by day or year after year, it should cast doubt on one’s professionalism. THE ONE is just one of the most basic requirements for a professional advertiser. It’s just the beginning. If every advertising agency has this professional pursuit, it is very likely that this company will create many more each year The ONE, THE ONE belief team’s explosive power is very large.