【Course Introduction】

This course is based on theoretical framework of gold copywriting six core competencies originally created by LE Jianfeng, and is customized to meet the marketing needs of the new era. On the basis of the instructor's 20 years practical experience in advertising and 12 years enterprise training experience, the course adopts an innovative training mode of "coach + practice" to effectively solve the current brand marketing challenges faced by enterprises and improve the integrated creativity of teams and individuals.

【Enrollment Target】

The course is suitable for marketing personnel, marketing managers, creative directors, copywriters, new media practitioners, college advertising marketing majors, and any enterprise personnel interested in creativity and copywriting.

【Course Content】 

The course is divided into two days "Brand General Theory" and "Five Heart Copywriting Method".

1.Start from scratch to understand brands and master the common principles.

2.Build brand personality and innovate marketing experience.

3.Decode the media scenes and discern the copywriting logic.

4.Lock in creative goals and improve copywriting conversion.

There are four modules and each module lasts 3 hours (2 hours of teaching and 1 hour of interaction). The interactive part is living and exciting, including: student practices, group discussions, proposal PKs, tutor’s comments and other other engaging activities. The practice topics will be customized by LE Jianfeng according to the actual situation of the enterprise.

【Introduction of Teachers】

LE Jianfeng, founder of ADD brand consulting agency, is a well-known expert in brand planning and creative management in China, known as "Gold Copywriter and Creative Coach".

He has worked for Ogilvy & Mather, SAATCHI&SAATCHI, served as chief visual planner for CCTV "National Brand Plan", acted as a guest professor for National Art Foundation, China Academy of Art, Zhejiang University, Shanghai Business School, and Brand Academy - Hochschule für Design und Kommunikation - University of Applied Sciences.

His monographs "Advertising Copywriting", "Creative Study" and "Copywriting Kung Fu" have been selling well for many years. He has set up professional brand and copywriting courses for many enterprises such as Jingdong, Vanke, Ali and Uni-President, and has accompanied the growth of a generation of advertisers, exerting widespread influence.

With over 20 years of industry experience, he has led hundreds of brand projects, covering industries such as automobile, technology, finance, real estate, government, tourism, fashion, wine, jewelry, fast-moving consumer goods, media, music festival, etc. He has won many awards.

【Course Fee】

Offline open course: Charge according to the number of students: RMB3000/person. 2 days. (Class starts with 20 or more students.)

Enterprise internal training course: Lecture fee 40,000 yuan/2 days. The course will be organized and hosted by the enterprise.

【Course Duration】

Class starts with 20 or more students, rolling classes throughout the year.