Cheng's way from Madison to Silicon Valley

People profile:
Cheng

Has 25 years of experience in advertising industry, has worked in Ogilvy, Hill Holiday, BBDO, prosperous Great Wall and before this as the strength of the spread of Greater China CEO of the senior advertisers. September 25, 2014, Cheng joined Tencent, as vice president of Tencent company, turned into an internet person, fully responsible for Tencent network media advertising system business.

Life can be a lot of "come back"

From advertisers to internet people, Cheng in the Cross-border

From the advertising industry across the internet, it seems to be a "trend" of advertisers. For example, just announced on September 25 to join Tencent Company as vice president of the Cheng. The "Old man", who has 25 years of experience in advertising, admits that "the advertising industry is growing too fast", so "I'm still learning the company's Internet spirit."

Modesty So, like the new things and the pursuit of innovative thinking of Cheng through their own career boldly try to tell the world: life can have many times "again". Convinced that their professional sense of smell, you can get the life of the cause of a breakthrough.

The first time in life, "come back again."

Compared to Hong Kong executives today in the business district of the active degree, in the late 90, optimistic and dared to cross the Shenzhen River to Guangzhou development of the people of Hong Kong is not so much, Cheng is the first batch of people who eat crabs.

At that time, he has climbed to a familiar Hong Kong market to a lot of people envy position, serving the spirit of the Great Wall Advertising company Executive media director, and the Hong Kong 4As Advertising Media Group chairman, also be serving customers Hong Kong Airlines selected as the best Media director in Asia. "I feel (perceive) to this (Guangzhou) inside latent opportunity," he recalls, so resolutely put down in Hong Kong's stable life, came to Guangzhou.

"At that time I was advertising in Hong Kong, doing--" he shook his hands and smiled, nodding his hand, showing both modest and pride expression, "really is very good, but at that time in Guangzhou, a person does not know, not like in Hong Kong and the industry relations so good, do things so easy, even I do not understand Mandarin, do not understand the simplified characters, But still came, the first stop in the Tianhe. ”

He is almost "basically a new man". He told the new express CBD journalist, who was mainly serving international brands that wanted to enter the Chinese market, a golden age of traditional media and advertising. "At that time, I took the client's money, wrapped in nearly all of Shanghai's led screen, to Beijing to buy hot time in the center of the central and even when the king." "In his mind, the proudest thing to count was the Swedish fast fashion brand H&m test water The opening ceremony of China's first store was also published in the New York Times Magazine.

The second time in life, "come back again."

Over the past more than 10 years, China's advertisers have become more and more, advertising industry development momentum is also very rapid, the Internet has emerged and is familiar to the public. Cheng at this time, and decided to start their second "again", into Tencent.

Compared to the "Life feat" that spanned the Shenzhen river, Cheng said he was determined to transform from an advertiser to an internet person, and not entirely from scratch. In his power to spread the CEO of Greater China, he found that "20% of the advertising business is related to the Internet domain." He points out that since the platform of QQ and micro-trust, the communication between advertisers and audiences has become more and more flat and close, "there are many things that can be done." Advertisers need innovation, and internet companies need innovation. ”

However, he pointed out, "Today's advertising companies are in fact a survival crisis." As Tencent's top executive in recent years from a multinational 4-a company, the new Vice-President told the CBD reporter with a hint of concern that the talent for Internet advertising is too little in mainland China. "Although our company's staff level has represented the height of the industry, but for this group of advertisers in the internet age, still far from enough." ”

"In the United States, the Internet advertising industry for about 20 years, their talent reserves, training various aspects of mature, very high level." Some big brand advertising groups in Europe and America are accustomed to their standards and practices, when entering the Chinese market will encounter difficulties, need help. He said that, in the current situation, the company's response is to recruit cutting-edge talent, from Europe and the United States and Hong Kong and other countries to introduce, and committed to internal training, "the whole industry is developing too fast." ”

The formation of the advertising talent

There's already a sense of advertising in primary school.

Cheng was born in Hong Kong, China, when he was sensible, Hong Kong was very prosperous, "when the advertising industry, like the internet now, all young people want to participate in the advertising industry, with the current enthusiasm to participate in the Internet." In fact, we look at the past history of the Internet, especially television as a major media, the entire advertising industry is almost a formula. At the early stage of his primary school graduation ceremony, the teacher told him in advance that he would get a primary school scholarship, and then he heard the headmaster read out his name, and took the prize. He was excited to hear his name was about to rush out, next to a classmate to let him wait, "he said, let the headmaster say your name two times, three times, so that all people hear." He smiled, and from that point on, he had a sense of advertising.

After graduating from college, he entered an advertising agency as a junior employee who was responsible for cutting newspapers, collecting reports on competitors and industry events every day, and making reports that were placed on their desktops before 13 client directors went to work.

Unable to finish the work before 9 o ' clock in the morning, he thought of a way to ask the tea aunt about each client's usual working time.

"I work on their work time to assign a job, 8 o'clock to work first give, 9:30 slowly again." "After a while, 13 directors came to him and said that the person who had previously worked on the job had never done so well, and he began to embark on the fast track of career development and was promoted to be the youngest media director in Hong Kong." "It was a bit of luck at the time and the whole advertising industry was booming," he said. ”

Career Man's distress

It's hard to be a good dad.

Cheng is currently home in Shanghai, and his wife and children are living in Shanghai. In the new Express CBD reporter's interview on the day back, he flew in a total of three days, the end of work in Beijing to catch the night flight home to Shanghai, "Look at my wife, also let the children look at me, the next day to take the morning flight to Guangzhou." ”

For every success in the popular sense of career men, balancing family and life is always a problem. "To be honest, I think it's hard to achieve balance," he said. "Most of the time he came home from work and his family was asleep, and he had to take a high-tech approach and shoot the scenes from his travels as videos or photos for the children."

"Let the Children See me" was repeated three or four times in the process of discussing the issue.