On November 15, 2014, the 5th Dentsu advertising lecture, jointly sponsored by the Ministry of Education and Japan Dientsu Company, and jointly organized by the China Scholarship Council and UIC, was held in the International Conference Hall of Shenzhen University. Nearly 500 advertising teachers and students from 25 universities in Guangdong attended the lecture. Ten teachers and students from PRA and CTV were invited to attend.

Yinghui Chen, Deputy Director of the Department of International Exchange and Cooperation of the Ministry of Education, Jinsong Wu, Director of the Asia Africa Division, Shihai Cao, Deputy Secretary General of the China Scholarship Council, Chongnan Chongjin, Director General of the General Affairs Bureau of Japan Dentsu, Qingquan Li, President of Shenzhen University, and Shuangchen Ruan, Vice President of Shenzhen University, attended the event.

The lecture was spoken by three advertising industry elites of Japan Dentsu Company, namely, Yexun Guan, the Creative Director of Dentsu Communication Design Center, Kanno Fumigation, the Senior Creative Director of Dentsu Communication Design Cnter, Toshata Keito, the Senior Creative Director of Dentsu Communication Design Center, Japan Beijing Dentsu Advertising Co., Ltd. Dentsu Media National Group Director Masuki Nishida and the guest of this lecture, Mr. Jikuan Yaman, CEO of China and North Asia headquarters of Dentsu Group.

Mr. Kan Yexun first elaborated the application of technology in advertising in the era of big data, and stressed that "the important thing is not unprecedented technology, but the unprecedented method of using technology". Mr. Takata said that the future of advertising is transformation. He said what advertising companies need to do is to transform from a communication agency to a company solving world problems. The problem is the original power to generate idea. Finally, Mr. Xidian zhenshu expressed his own opinions on the marketing revolution, and he thought that "Whoever makes and holds the content can master the initiative of marketing."

This lecture inspires the students to insist on what they have passion about and maintain their personality. Through this lecture, the students can deeply understand that it is necessary to keep pace with the times, strengthen the communication ability, understand the market, combine with the market and adapt to the market development needs to become a new type of advertiser from the traditional paper media to the combination of technology and art.

Dentsu is one of the world's largest advertising companies and one of the world's five largest communication groups. This lecture is an important part of the "Dentsu China Advertising Talent Training Fund Project" signed by Dentsu and the Ministry of Education of China. It aims to support the advertising education and talent training of Chinese universities and this year is the fifth. So far, the student lectures of "Dentsu China Advertising Talent Training Fund Project" have been held in Guangzhou, Chengdu, Wuhan, Shanghai, Harbin and other cities, which are well received by teachers and students.

Text: PRA

Photo: PRA