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Chapter 57: Targeted in Secret
🕑 Added 2024-10-04 16:56:41 +0000 UTCIPG Creative Advertising Agency.
A group of people sat around a round table, watching the commercial playing on the large screen. The creative director, Seeger, clenched his fist on the table and said in a serious tone, "We are facing a challenge now. Fergus, you speak!"
The sales representative, Fergus, looked equally serious as he spoke, "Since this commercial went viral, the sales of the Kerr's Baked Beans brand have tripled consecutively. They have even expanded several product lines. Moreover, we've learned that they have signed a three-year advertising deal with Supreme Creative."
"Besides Kerr's, there's also Heinz. They have also signed a three-year advertising contract with Supreme Creative."
"In other words, the two big food advertising clients we once handled have been taken right from under our noses!"
Yes, Heinz and Kerr's used to be handled by IPG for their advertising creative, but clearly, the results weren't good, and they lost to Ogilvy and Supreme in the advertising competition.
"But that's not even the most critical part. What's really concerning is that top companies in the U.S. food industry have started to take notice of Supreme Creative. And there are already companies expressing interest in working with them. From what I know, brands like Dove, KETTLE Chips, and Lay's Chips have all reached out to them."
"Where did you get this information? From inside Supreme Creative?" asked Ross, who was in charge of food advertising.
He looked the most anxious of everyone in the room. Each of the brand names Fergus mentioned was currently handled by his department. If those brands chose to work with Supreme Creative, wouldn't he be out of a job?
So, he particularly hoped Fergus would give him a definite answer.
Unfortunately, Fergus shook his head. "This is what I learned from the business teams of each brand, but as you know, they're just the mouthpieces for the higher-ups. They can't change any decisions. So, unless something unexpected happens, once these brands' contracts expire, we will inevitably face fierce competition from Supreme Creative."
Seeger tapped his fingers on the table, drawing everyone's attention back to him. "This matter is life and death! The food industry is the most important sector for our company. Although we've lost clients before, it was always just for one-off projects. But this time, it's different! Ross, they've signed annual contracts with Supreme Creative!"
"You all know what this means. I don't need to explain further. They are stealing food from our mouths! It's unacceptable!"
"So… the board has decided that everyone in the food department will have their year-end bonus cut by half! Listen carefully—if you let Supreme Creative steal one more client, your bonuses will be canceled entirely! You'll be fired! Understood?"
"Yes!"
Seeger's sharp and decisive announcement of the higher-ups' decision sent shivers through the room.
His gaze swept across the table, tightening everyone's nerves. The planners in the food department were naturally crestfallen, while people from other departments were both gloating and concerned.
"Thank goodness Supreme Creative only stole from the food department. If it were my department, would my year-end bonus be cut too?"
That was the thought running through the minds of all the employees in the room.
After feeling the tension in the air solidify, Seeger dismissed everyone, leaving only Fergus and Ross behind.
"Fergus, Supreme Creative has been on a hot streak lately. I want you to thoroughly investigate that company! I want to know everything, including its founder, investors, and current scale. Also…"
Seeger paused for a moment, lowering his voice, "Find a way to buy someone inside. I need to know their moves. If we can learn their creative concepts in advance, all the better!"
"But what kind of conditions should we offer, Seeger?" Fergus didn't dare make the decision himself.
"Conditions? Whatever it takes—positions, money—whatever they want!"
"No problem, leave it to me." Fergus nodded and agreed.
Once Seeger had finished giving Fergus his instructions, he turned his attention to Ross, who still looked troubled. "I don't care what you have to do; all I care about is this year's performance! From now on, you personally oversee the next clients. We cannot afford to lose another one! Got it?"
"Got it, Seeger. I'll tighten control over the creative department, ensuring they thoroughly study the branding philosophy and products of our clients to produce advertising plans that meet their needs!"
"That's not the point! Ross, the point is new formats! New ideas! They need to go viral! Got it? It's been ages since we've had a campaign like Kerr's! I want you to analyze every frame, learn from it! Understand?"
"Understood! Understood!"
Sweating profusely, Ross left the meeting room. After straightening his clothes, he put on a stern face as he returned to his department.
Meanwhile, at Lion Advertising Company.
Apollyon, Maroni, and two newly hired ad planners were also watching the same commercial.
"Supreme Creative? Quite an arrogant name, but the creativity is pretty good," Maroni said as he sipped his coffee and looked at the two young white men in front of him.
"Phoebe, Torean, can you come up with something like this?"
"I don't think it's that difficult," Phoebe replied confidently, full of the boldness that comes with youth.
"We can make some minor adjustments to their idea and apply it to a new client," said Torean, who appeared more analytical, wearing glasses and looking like a tech guy.
"Great, go ahead. The company has recently signed several small and medium-sized clients. I'll divide the opportunities equally among you, and whoever does the best will get 3% of the entire project's bonus."
"Understood!"
The two young men left excitedly.
Maroni turned around with a smug smile and said to Apollyon, "See? They're the kind of talent the company needs, not like Ethan and Jimmy, who always ask for the moon!"
Apollyon nodded, "They certainly seem confident, which is a good thing. Ethan was confident too, but are you sure they can come up with something better than this?"
Although his directing skills weren't great, Apollyon had spent years working in Hollywood as an assistant director. He could still tell when something was good, and he knew the level of difficulty.
After all, no matter how hard he tried, he couldn't come up with a single frame or line from that commercial.
It was reminiscent of the time he was at a loss with Ethan's creative ideas.
Maroni shrugged. "It doesn't matter. Our current clients aren't big brands like Kerr's, right? But Apollyon, are you sure that cigarette brand will let us participate in their ad campaign?"
"Of course, I'm old friends with their representative, and I'm confident we'll get a shot at it. Then it's up to you, Maroni."
"Don't worry. I'll work with Phoebe and Torean to nail the campaign."
"Good. I have to head off to a film set soon to work as an assistant director. I hope I'll return to see your success."
"Of course! Ethan and Jimmy will regret leaving this company, I guarantee it!"
