广告提案,重要的一点就是懂得把复杂的事情做到简单。首先,我觉得创意并不是等于品牌营销。广告主常被骂的一点就是扼杀创意人的空间。但是从另外一个角度看,其实单纯的创意并不会让品牌的成长达到广告主预期。我去参加过不少的颁奖,我每坐在台下总会觉得有点啼笑皆非。因为看到得奖的作品不少都是飞机稿,而这些飞机稿跟本身品牌或产品的跟策略定位都有很大的差距。 Advertising proposal, the important point is to know how to make complex things simple. First of all, I think creativity is not equal to brand marketing. Advertisers often scolded the point is to stifle creative space. But from another perspective, in fact, a simple idea does not allow the growth of the brand to meet advertisers expectations. I went to attend a lot of awards, I always felt sitting on the stage a little ridiculous. Because many of the winning entries are airplanes, and these airplanes with their own brand or product positioning with the strategy has a great gap.