From 17-18 April 2015, 2015 China Advertising Forum in the theme of "crossover and return" was held in Nanchang, Jiangxi Province. More than 700 guests including government officials from Administration of Industry and Commerce of provincial, municipal, autonomous region and municipalities directly under central government levels, persons in charge from mainstream TV, newspaper, magazine and internet media, representatives from major advertising companies, and persons in charge of local advertising associations and advertising industrial parks were present at the event. The forum had a series of discussions on how the advertising industry have its crossover and return with the overwhelming development of mobile internet.
Li Xisha, Executive Vice President of Beijing Dentsu was invited to deliver a speech in Thinking of Changes for International 4A Companies on the afternoon of April 17. Titled with Survive by Innovating, Mr. Li started his lecture from the angle of thinking about changing the 4A media agency model. He said during the lecture, "The internet has affected and reformed many traditional industries. For 4A media agencies, the internet did one thing, which was to eliminate the middle area. It means that the internet crosses the border of advertisers and consumers, and eliminates the area between advertisers and media resource. Therefore, 4A advertising agencies are facing a serious challenge." Mr. Li mentioned the examples of the advertising campaigns of Infiniti, BMW Mini and CHOCK and further pointed out that 4A companies must make use of their strength, develop their capability in cross-media communication, content marketing planning and new media control so that they can improve the effective arrival and optimized distribution. He also emphasized, "Currently, the big data has a major defect-- BAT data cannot be connected through so the consumers' emotional plead is weakened. Therefore, the advertising talents must do the connection and make use of their value with their wisdom and precise observation. What internet has changed is just the form of media while content is the essence. The content must comply with the way consumers buy as being easy, convenient, fast and affordable and meet consumers’ expectations and pursuit of consumption in technology, fashion, quality and a happy view of life and values. These are all what we 4A agencies have been good at and we must maintain the strength. Meanwhile, we must adapt ourselves to the functions and development of various types of media, and flexibly make use of cross-media and integrated communication from five dimensions- communication design, precise observation, business wisdom and data digging, creative content and digital experience." Mr. Li's lecture received a positive feedback and unanimous compliment from the audience.
China Advertising Forum is one of the most important annual events of China Advertising Association. Since 2005, the forum has been held for ten times in cities including Beijing, Shanghai, Yinchuan and Guangzhou. It has played an important role in promoting the advertising industry, city brand construction, as well as the economic and social development.
Li Xisha EVP was delivering a speech
On the forum venue