On September 8, 2015, the “2015 Fall China Content Marketing Trends Forum” planned and run by Beijing Dentsu was successfully held in Beijing. The forum was jointly organized by Dentsu Aegis Network China, China Online Video Research Institute and 7+1 Program Foundation. Leading figures from the advertising industry and entertainment industry gathered to discuss the currently popular topic of content marketing. During the Forum, the Dentsu Aegis Network China and China Online Video Research Institute strategic cooperation launch ceremony was held. Around 200 guests from brands, marketing and media attended the Forum. Chairwoman of Dentsu Aegis Network China KF LEE, CEO of Dentsu Aegis Network China Motohiro Yamagishi, Group Managing Director of Dentsu Aegis Network China Phil Teeman, COO of Dentsu Aegis Network China Nobouaki Kyushima , President of Beijing Dentsu Nagasaki Yukiyasu, President of Amplifi China Tsuyoshi Suganami, Chairman of China 4A Li Xisha, EVP of Beijing Dentsu Jia Ning, Director of China Online Video Research Institute Xia Chenan, Xiong Yong from the 7+1 Program Foundation and other guests attended the event.
Li Xisha, Chairman of China 4A and EVP of Beijing Dentsu, gave a speech in the forum, expressing his recognition that brands have entered the content marketing era. For traditional advertising agencies, advertising is no longer merely slogans and concepts. Instead, they should be practical actions that show respect for the consumers. In this Internet age of mega change, mega fusion and mega spread, people is able to understand the world anytime from anywhere with the mobile terminals. Life is easier and faster, in this situation, advertising strategy and marketing strategy will need to be developed as more accurate and more humanized. Now every change can come down to one sentence: people-oriented. Content marketing means to focus on people's needs.
The CEO of Dentsu Aegis Network China Mr. Yamagishi said that, Dentsu has noticed the power of content for a long time. It not only has partnership with the companies such as Hollywood Universal Studios, but also invests in the Japanese animation industry. Dentsu will put more effort in terms of content marketing in the future, to help client conduct marketing activities in the era of content marketing.
In the guest roundtable interaction session, Media Business Executive Officer of Dentsu Media Wang Yiming, General Manager and Content Marketing Office Director of Beijing Dentsu Guangzhou Branch Ouyang Mingsheng and Director of China Online Video Research Institute Xia Chenan, Chief Director of “Go Fighting!” Yan Min, Producer of “Voice of China” Chen Wei, Chief Director “Dad, Where Are We Going?” Xie Dikui sat together to discuss and share opinions on the phenomenal variety shows, story-style variety shows, content marketing and the maximized effect of Product Placement and other issues from the perspective of agency and program production.
The strategic cooperation agreement means that the world's leading advertising group collaborates with the powerful content organization to integrate advantages, and will produce quality content that is in line with contemporary values and satisfy the audience interest, as well as meet business needs of advertisers., and together they are committed to help potential brand investors of content to find a more appropriate platform and more effective integration, which not only bring prosperity to TV program industry, but also to enhance the vitality of the market and create economic benefits for a win-win situation.
The forum has sorted out and reviewed the development of content marketing, as well as pointed out the direction for future development and trends in content marketing. From the current market in the Internet+ era, it's obvious that content marketing has begun to bear heavy responsibility in the field of advertising communication, in the future, the Dentsu Aegis Network will become a content marketing model for more brands, we look forward to it.
CEO of China Dentsu Aegis Network Motohiro Yamagishi
Mr. Li Xisha, Chairman of China 4A
Guest roundtable interaction session
Dentsu Aegis Network China and China Online Video Research Institute strategic cooperation launch ceremony
Director of China Online Video Research Institute Xia Chenan gave a speech
Deputy Chief Editor of Beijing TV Ms Xu Tao gave a speech
During the Forum