Chapter 5: Advertising Genius Myung Do-hyuk

The first target of real education, the mad dog Tak Gi-jun, an AE.

Tak Gi-jun started a quarrel without even realizing that Do-hyuk was secretly mocking him.

"There are those who look straight at seniors as if they were gods, and it's really funny here. I'm Tak Gi-jun, a manager in the Planning 1 Team. I'm going to manage the college interns."

"Nice to meet you, senior!"

"I'm really annoyed. I only took on these interns because the HR team begged me. I'm really busy with the refrigerator ad, but I managed to find some time."

"Wow!! The GL refrigerator?"

"It's no secret that our sales exploded and we crushed the competition."

He started boasting as soon as he entered the meeting room, acting like a mentor.

Do-hyuk leaned back in his chair, deciding to just watch how far he would go.

"Besides refrigerators, I've done a lot of home appliances, from apartments to snacks, and I've won every competitive pitch. Almost all the campaigns I've run have been successful."

It was annoying, but it was true. As an AE, Tak Gi-jun's abilities were honestly impressive.

He boasted about his legendary pitch win rate, which was said to be over 70%.

'That's all because he sucked the blood out of the production team. What a madman.'

He had rejected copy for competitive pitches dozens of times, even when the final design wasn't confirmed.

He even barged into the office to monitor whether the production team was working overtime.

Do-hyuk clenched his fists, remembering the pain from back then. He clenched them so hard that the veins on his hand stood out.

Unaware of Do-hyuk's clenched fists, Tak Gi-jun continued.

"This time, there are fifty interns, right? Since we can't take them all, let's weed some out."

"Excuse me?"

"I don't need to know all your names. Half of you will be gone anyway. No, I'll get rid of you. Hey, intern in front!"

"Yes, senior!"

"Did you think that in a college internship, you'd come up with ideas and play around like in an advertising club?"

"No, sir!"

"Come on, intern. You thought it would be about forming teams and doing assignments, right? Isn't that so?"

Seeing Tak Gi-jun mock the intern while twisting his body, Do-hyuk felt annoyed.

The man's face turned red up to his ears.

Tak Gi-jun smiled wickedly at the flustered intern.

"Can you become a great planner like me right from the start? No, you can't. You have to start from the bottom. From the bottom. So, starting today, we're going straight into the real world."

"Into the real world...?"

Everyone looked at Tak Gi-jun with a mix of confusion and anticipation.

The interns started murmuring when he said they would be immediately thrown into practical work.

"Alright, stop talking and let's go right now. Advertising, first and foremost, is sales. Got it?"

"Yes, sir!"

"So, everyone, go out and get us a radio gift card ad."

"What??"

It took less than a second for the interns' enthusiastic "Yes!" to turn into a confused "What?"

Get an ad right away? A radio gift card ad, no less?

While everyone was puzzled, Do-hyuk smiled to himself.

Of course, he knew. Do-hyuk was already familiar with this cruel first mission, a tradition passed down in Taekang Ad.

It was a tradition started by Tak Gi-jun. What a ruthless guy.

He stroked his chin and glared at Tak Gi-jun, who was gloating at the flustered interns.

It wasn't surprising that the interns were flustered. Advertising sales isn't an easy job.

You have to be thick-skinned and endure rejection to get an ad, which is a tough mission for college students.

'Soon, a few will quit. They'll realize this isn't the advertising career they imagined, that sales are too hard. Sigh.'

Radio gift card ad.

A simple ad where the DJ reads a promotional message while giving away gift cards to listeners through quizzes or draws.

The mission was to get the gift cards from the advertiser for the radio show.

It was the simplest type of ad in advertising sales, but surprisingly difficult to secure.

'You might think the key is to be shameless, but that's not it.'

Do-hyuk, who had experienced everything in the advertising industry, knew better.

Advertising sales is about selling an intangible product for money.

"I'll promote it, so you pay me." A rookie advertiser approaching like this won't get a single ad.

Advertisers are people who don't waste a single dime.

Tak Gi-jun shouted at the stunned interns.

"What are you doing, you guys? Haven't you gone yet? Take the contract form in front and run out. You have just one day. Bring back a gift card ad contract each by tomorrow, understood?"

Do-hyuk was the first to stand up among the interns.

He deliberately went near Tak Gi-jun and gave a twisted smile.

'Tak Gi-jun, you fool. Just wait and see.'

Unaware of Do-hyuk's thoughts, Tak Gi-jun looked at him meaningfully and asked his name.

"What's your name, intern?"

"My name is Myung Do-hyuk, senior."

"Senior? You're not a real senior until you're a full-time employee. Get going!"

Seeing Tak Gi-jun hit him with facts, Do-hyuk smiled again.

Then he walked straight ahead without hesitation.

The moment he heard about the gift card ad, an advertiser came to mind. A company that would be perfect for a radio ad right now.

Do-hyuk moved quickly.

* * *

"You can't do this here. You need to make an appointment."

"I'll wait for the CEO."

"If you insist, wait outside. I don't know if it will take an hour or two."

"Alright, I'll do that."

To get the radio gift card ad, Do-hyuk went to a furniture company on the outskirts of Seoul.

Ilera Furniture, a specialist in office furniture, was rapidly expanding its stores nationwide.

This furniture store would later grow at an incredible speed through aggressive marketing and timely campaigns.

At the time of Do-hyuk's return, it had already established itself as the top furniture brand in Korea.

Of course, it was just a promising small to medium-sized furniture store at the moment.

Do-hyuk was waiting for CEO Kim Young-seok, who was in a meeting.

He was worth waiting for, even if it took an hour and a half.

This young and innovative CEO enjoyed aggressive marketing and was a bit of an eccentric.

He was one of Do-hyuk's long-time clients.

After waiting for an hour and a half, Kim Young-seok came out of the office building.

At that moment, Do-hyuk, leaning against the building's exterior wall, spoke loudly.

"Chairs are not furniture."

"Who are you?"

One of Kim Young-seok's secretaries tried to block Do-hyuk.

But Kim Young-seok, frowning at his words, raised his hand to stop the secretary.

"What did you say? Did I hear wrong?"

"Chairs are not furniture, but they are sold in furniture stores."

"Do you know me? Who are you?"

"Hello, I'm Myung Do-hyuk from Taekang Ad. Nice to meet you, CEO Kim."

Kim Young-seok narrowed his eyes and looked at Do-hyuk carefully.

A manager, unsure of what to do, ran out of the building.

"He came unannounced from Taekang Ad. I should have sent him away earlier. I'm sorry. What should we do, he's still here!!!"

The manager alternated between looking at Kim Young-seok and Do-hyuk, making excuses.

"It's fine. You said Taekang Ad? An advertising company?"

"Yes, that's right. I'm an intern."

"An intern? We don't do B-to-C advertising."

"I know. But I have a proposal, so I came unannounced. Can you give me ten minutes?"

Kim Young-seok glanced at his wristwatch and nodded.

"I have a bit of time before my next meeting. Since you're here, come inside."

"Thank you. I'll keep it as short as possible."

Done! Do-hyuk followed Kim Young-seok inside, celebrating inwardly.

Kim Young-seok was difficult to talk to but became very open once he warmed up. He was also easy to communicate with.

Following his lead, they moved to the conference room.

The interior was neatly organized, befitting a company that would grow into a global enterprise in a few decades. The atmosphere inside was also good.

He looked around and sat down.

"Would you like coffee?"

"Yes, two teaspoons of sugar, please."

"..."

Kim Young-seok stared at Do-hyuk, who ordered his coffee exactly the same as his.

It must have been surprising, but this was a chance to create a connection, so there was no need to pretend he didn't know.

"You're an interesting person. So, what's your business?"

"I'm not leaving. Let's do an ad."

"Like you said, 'Chairs are not furniture'?"

"Yes. Didn't it make your ears perk up? Didn't you feel your feet stop?"

"Yes, that's why I decided to hear you out."

Indeed, CEO Kim Young-seok had a good instinct. That's why he achieved such remarkable growth in less than a decade.

He asked Do-hyuk, who was nodding.

"What is a chair if it's not furniture?"

"Health."

"Excuse me?"

Do-hyuk continued his explanation to the puzzled Kim Young-seok.

"A chair is the most important piece of furniture in an office. It's directly related to the health of office workers who sit all day."

"Go on."

"Wouldn't you be more alert and productive if your spine were straight? You can't just choose any chair for that."

"Hmm..."

After some thought, Kim Young-seok asked again.

"The copy is quite interesting, but we don't do B-to-C advertising. It doesn't seem to appeal to the CEOs who buy office furniture in bulk."

"What if the employees of a company actively want it?"

"Actively want it?"

Kim Young-seok's eyes lit up.

Do-hyuk continued without stopping.

"Yes. Through B-to-C advertising, we'll spread the message that there's a chair that straightens your spine and improves your posture. Then, wouldn't the employees of your company complain about the quality of their chairs? We'll create a public opinion among office workers."

"Public opinion?"

"We'll also release a few press releases about the dangers of poor posture among office workers."

Kim Young-seok, who had been leaning back on the sofa, sat up. He was already showing interest and soon smiled.

'That's the look he makes when he approves something. Game over.'

A moment later, Kim Young-seok signed five radio gift card ad contracts.

Do-hyuk, looking at him, decided to push a bit further.

"How about doing a radio commercial as well?"

"A radio commercial?"

"It's effective during rush hour. We can increase brand awareness with the gift card ad and boost preference with the commercial. What do you think?"

"I was thinking just the gift card ad."

"Wouldn't it be effective to hear it when you feel like your back is about to break after a long day at work?"

Do-hyuk paused and looked directly at Kim Young-seok.

"I'll prepare a proposal by tomorrow. There's no harm in looking at it, right?"

"Is it possible by tomorrow?"

"Of course. I have a senior at Taekang Ad who's called a planning genius."

Do-hyuk chuckled and nodded.

'Tak Gi-jun, you'll have to work overtime because of me.'