Xue Zhenxian, former member of the jury for the APAC Ad Awards, the APAC Outdoor Advertising Awards the China Advertising Awards, the China Advertising Photography Awards, the China Youth Creativity Awards, and the Golden Bull Awards, among others.

He describes himself as a "contictory" person. His calm personal style and his appreciation for the outrageous and humorous are in contradiction; his detached personality and his management position are in contradiction; his extremely rational and thinking and his identity as a creative person are also in contradiction. Xue Zhenxian appreciates good creativity, but he has his own definition of good creativity: starting from consumer. Let creativity be able to influence consumers and affect consumer behavior. Creativity itself contains contradictions: unrestrained in form, but with clear purposes and judgments; good creativity must combined with products: it can provide consumers with information and meet consumer needs.

People have different pursuits at every stage of their lives. When he was young, Xuehenxian said he valued works that won awards; now, he thinks more rationally and practically, and feels that works created simply for the sake of awards will lose their vit and value. At the 13th Advertising Festival, the "Little Mouse" TVC produced by J. Walter Thompson・Zhong Qiao for the Beijing Marathon received a vote and won the grand prize. Xue Zhenxian believes that the main reason for such a strong resonance is that the work starts from the consumer and the audience; thoroughly the psychology of the audience and expressing it in a lively and interesting form.

Freedom of creativity must contain deep insights and accurate judgments. Truly good creativity must resonate the market and also gain sustained word-of-mouth spread. Xue Zhenxian's adherence to the principle of creativity aligns perfectly with J. Walter Thompson In 2006, Beijing J. Walter Thompson's advertising revenue achieved another excellent result. He said the main reason was that the company accurately understood the consumers. market research is precise, and the data and reports obtained are distributed to every employee; during internal operations, the creative, planning, and customer service departments communicate and collaborate, organically the consumer market with creativity.

• «« 连祐升 Alan Lien
• »» 刘旭 Liu Xu