中国乃至全球的品牌传播正在面临一系列急待破解的难题。企业面对不断高企的广告成本不堪重负,媒体面临一连串变局与“拐点”惶惶不安,广告公司在广告主的更高要求面前手足无措……总之,一种焦灼与期望相融的氛围弥漫于我们周围。中国广告与品牌大会正是在这样的背景下召开。虽然大会的广告与品牌及传媒两大论坛思辨气息浓郁,并首次提出几个全新的理论课题,但是,论坛没有空谈, 而是直面了正在发生的现实。张惠辛的“超广告传播策划”试图归纳品牌把传统广 Brand communication in China and around the world is facing a series of urgent problems to be solved. In the face of rising advertising costs, enterprises are facing a series of changes and anxieties about “turning point”, and advertising agencies are at a loss as advertisers’ higher demands. In short, an atmosphere of anxiety and expectation permeates us . It is against this backdrop that China’s advertising and branding conventions are held. Although the General Assembly’s advertising and branding and media two forum thinking breath rich, and for the first time raised several new theoretical topics, but the forum is not talkative, but to face the realities that are happening. Zhang Huixin’s “super-advertising planning” trying to sum up the traditional brand wide