David Sun 廣告四 490130695 金正和

“MR . BIG” in Advertising—David Sun


Mr . David , graduated from Deparment of Mass Communication in Fu Jen Catholic University.

Right now , he is the consultant of Van-TAI International Corporation (汎太國際股份有限公司) and also the manager of Si-heng , Zhang cultural fundation (張思恆文教基金會) and he is one of the board of directors in the Shang hai Wei Tai Advertising Company. (上海偉太廣告公司) .

This person worked at The Ogilvy Centre before and he is very creative in the advertising area and he also runs lots of famous TV programs .

1) Miss kim: In your opinion , what is advertising ? Could you give us your expression describing the definition of advertising ?

David Sun :I think advertising reflects a real life .Not only let us a
way to know the product , but also give us a viewpoint to realize the
product .

2) Miss kim: Could you tell us how to think creatively ?

David Sun :At its most basic level , creativity equals to problem
solving. It’s almost impossible to be creative unless you are solving
a problem that affects you, your customers or a large pool of
potential customers. Finding solutions to problems is the heart and
soul of the creative process.

There are three easy ways to be more creative .

A) Observe the world around you :and try to visualize how things
work in the natual world.

B) Listen carefully and deliberately : to what others are trying to tell
you. Even an offhand comment can provide a spark for a great
creative idea.

C) Take notes : to preserve your thoughts for later polishing and
improving, or to capture a flash of inspiration.

3) Miss kim: And any thinking tools ?

David Sun :I would like to let you guys know the way “180_
Thinking” .

180_ Thinking means to think the exact opposite of what
conventional wisdom would suggest. In other word , for every
situation where the tried and proven method is to go one way, you
go the diametric opposite and see where that line of thought takes
you.The emphasis here is on original thinking rather than following
the crowd.Most worthwhile creative ideas buck the conventional
wisdom at some stage in their conception or execution. They add an
original twist and end up somewhere completely and refreshingly
useful.

4) ) Miss kim:To be a good worker in advertising , could you tell
our young people what have to prepare ?

David Sun :
First ,you must have courage to dream .

Second , you must be a dream maker .

Finally , you have to realize them bravely .

5) Miss kim:In your advertising career , is there any value
supporting you always ?

David Sun :I like the words：「Just do it！」.Just like you jump
into a pool , you don’t have to wonder swimming or not . Just keep
stranght on swimming .

「In a frequent crossroad , you must choose the road you never walk before . 」That’s always supporting me .

6) Miss kim:Have you ever make any advertising of internet ?

David Sun :In fact , I can’t use internet anymore . Because I think
it wastes too much time and let people be lost in it . But , I direct
my workmate to help me . I have a lot of interests , so I don’t have
the desire to get online .I am afraid of to be lost in internet .I don’t
use mobile-phone, either . But if you are a freshman in business ,
you can’t be this way .

7) Miss kim:Is there any kind of industry you prefer to do
advertising after you have experienced so much various
customers ?

David Sun :Actually , I don’t have any preferring . In the
beginning , all kind of products I like to accept out of curiosity .
Then , what AE(assistant executive) demands I also accept . Of
course , now I can choose customers by myself . Some products
without humanity or some I don’t want to let my family watch I
wouldn’t like to do . I like to do advertising contacting with people
directly . I don’t like to join the case about electron or technology .
So , if there is a product about eating , drinking or playing , I would
like to accept even without money .

8) Miss kim:How do you face difficult problems in business or
life ?

David Sun :It will be bored if there isn’t having difficult problems .
The creativity always starts on a situation to face and solve difficult
problems . It’s the energy of creativity . In other words , when you
seems to be without any problem , you have to search a problem .
Difficult problems let me excited . SO , I like to face the problem ,
even creating a problem .

9) Miss kim:With a long long work time , how an adman do
everything well both family and business included ?

David Sun :Take youe time efficiently and believe yourself . If you
want to do both well , you can do well . Just like the slogan : 「Trust yourself , you can make it !」

10) Miss kim:Do you have any truth wanting to tell to people
who want to do advertising ?

David Sun :Working on advertising , you don’t have to read too
many books . If you read a bad book , you do things like that . That
sucks . Just do it !The important point is to do . Of course , before
doing you have to think clearly .Then , go for it . Make a time line
and a final goal . Always remember your ambition and passion .
And thinking creativity is the only way to make things better, but it
cuts both way.You must think and act creativity to move ahead, but
if you get it wrong, that will become obvious very quickly.