专业,已经在事实上成为一个标准,一个衡量是否现代、是否领先的标准。我们常常在给客户提案的时候说专业,在给客户包装的时候谈专业,但在自身队伍的建设上却未必真正够专业,加上大环境的负面影响,也形成了现在并不专业的广告环境。惟有摒弃不专业的“惟客户论”和伪专业的“本本主义”,建立专业的行业规范,才能够使广告从自律走向他律,才能够使广告业环境从困局走向胜局。 Professionalism has in fact become a standard, a standard to measure whether it is modern and leading. We often speak professional when we propose to clients and talk professional when we wrap up customers. However, we may not really have enough expertise in the construction of our own team, and we also have the negative influence of the macro environment, and now we have formed advertisements that are not professional. surroundings. Only by abandoning the unprofessional “customer theory” and pseudo-professional “capitalism” and establishing professional industry norms can we move the advertisement from self-discipline to other disciplines so that the advertising industry environment can move from a dilemma to a victory.