金秋9月,北京最美的季节。金融街Ritz Carlton酒店超大型会议厅里,硕大的“道”字背板悬于厅内最显著的位置,DDB传播集团为期三天的全球创意会议正在这里举行。近来,DDB在中国市场风头正劲,今年除了新增加了立顿、西铁成、Yahoo等大客户,最近又获得了麦当劳的线上业务。此番在中国举行全球创意年会在DDB历史上尚属首次,足见集团对于中国市场的重视。此次会议云集了DDB全球分支网络的创意总监,他们中的很多人都是第一次来中国。虽然曾到过上海和香港,DDB公司主席兼首席创意总监Bob Scarpelli先生先生是首次来京,他告诉《成功营销》记者,传统和现代对比强烈,却又能和谐地融合在一起是北京城留给他的最初印象。Scarpelli先生于1977年始加入DDB公司,他从文案做起,之后一路担任DDB芝加哥办公室主席兼首席创意官,DDB美国首席创意官,DDB全球创意官等职位。在他30余年来的广告生涯中,置身于传播行业的风云变幻之中,Scarpelli先生带领着他的创意团队斩获了众多国际广告大奖,成为了广告圈倍受尊敬的前辈。他是如何成就个人事业的辉煌?作为一个广告创意人,他及团队那些脍炙人口的广告是如何产生的?创意人该如何发展自己的创造力?怎样才能维持与客户之间的长期关系? Scarpelli先生庖丁解牛般娓娓道来自己的传播创意之“道”。 Autumn in September, Beijing’s most beautiful season. Financial Street Ritz Carlton hotel super large conference hall, the huge “Dao ” word back hanging in the hall of the most prominent position, DDB Communications Group, a three-day global creative conference is held here. Recently, DDB has been booming in China. In addition to the new additions of Lipton, West Rail and Yahoo, it has also recently acquired McDonald’s online business. This time in China held a global creative annual meeting is the first time in the history of DDB, which shows the Group’s attention to the Chinese market. The conference gathered creative directors of DDB’s global branch network, many of whom came to China for the first time. Although he has been to Shanghai and Hong Kong, Mr. Bob Scarpelli, Chairman and Chief Creative Director of DDB Company, is the first to come to Beijing. He told the reporter of “Successful Marketing” that the strong contrast between tradition and modernity can be harmoniously combined. Give him the first impression. Mr. Scarpelli joined DDB in 1977 and started his career as a copywriter. After that, Mr. Scarpelli served as chairman and chief creative officer of DDB Chicago, chief creative officer of DDB, DDB global creative officer. In his more than 30 years of advertising career, immersed in the changing communications industry, Mr. Scarpelli led his creative team won many international advertising awards, has become a respected predecessor of the advertising circle. How did he achieve the glory of his career? How did he, his team, and his advertiser as an advertising creative come into being? How could a creative person develop his own creativity? How could he maintain a long-term relationship with his client? Mr. Scarpelli庖 解 solution like a cow himself to spread the creative “Road ”.