Chapter 8 of the Advertising Genius Myung Do-hyuk

“I would like to proceed with Han Jin-sung as the voice actor.”

Kim Young-suk leaned back in his chair and slowly sipped the remaining coffee.

Tak Gi-jun managed to force a sales smile, but his awkwardness was evident.

Kim Young-suk. He is undoubtedly a savvy and generous advertiser who spends money freely.

However, there was one thing that was a real pain: casting.

He insisted on specific voice actors or exclusive models.

While he was flexible in other areas, he was absolutely stubborn about casting and never changed his mind.

Once he formed a partnership, he maintained it for a long time.

For example, Lee Won-seok, who was initially chosen as the CF model for Illella Furniture, maintained his exclusive contract for over fifteen years.

He never changed the model until Lee Won-seok had to terminate the contract due to illness.

Kim Young-suk is one of the few advertisers in the industry known for his loyalty.

However, the start is a bit, no, extremely picky.

Tak Gi-jun, with a forced smile, began to persuade the advertiser.

“The cost of voice recording can range from 500,000 won to several million won, depending on the voice actor.”

“Please continue.”

“We will do our best to find a suitable voice actor within the budget, but Han Jin-sung might ask for over 30 million won.”

“It’s not about the money. I am willing to pay that much.”

“It’s not about the money for him either. It’s as if he’s refusing to work.”

At the current market rate, 500,000 won could secure many voice actors.

Voice actors were priced based on their fame, and Han Jin-sung, the best voice actor in Korea, was a wall that couldn't be crossed.

He charged 3 million won just to read a line, and 5 million won to say, “Hello, this is Han Jin-sung.”

He was that unique.

He was the only voice actor that the entire nation could recognize by voice alone.

The problem was that he was now retired and no longer taking jobs.

Tak Gi-jun, wiping away sweat or oil from his forehead, tried hard to persuade the advertiser.

“We will do our best, but it’s hard to give a definite answer. We will try to contact him and get back to you later...”

“Let’s proceed.”

“Hey! Myung Do-hyuk!”

Tak Gi-jun couldn’t help but shout in front of the advertiser when Do-hyuk gave a positive response.

Kim Young-suk, hearing this, narrowed his brows and urged for a definite answer.

“By the way, as Myung Do-hyuk mentioned, we are also considering a major campaign. We plan to launch a comprehensive campaign including TV-CF, press releases, and print ads.”

“That’s a good plan. We need to show something to gain your trust.”

“Our intern is quite bold. I’m looking forward to what Taekang Ad will do.”

After the meeting, as soon as they got into the car, Tak Gi-jun’s scolding began.

His shouting was so intense that it was almost a waste to do it alone.

“Hey, you. How are you going to take responsibility for this? What do you mean by a major campaign? That’s your specialty, Tak Gi-jun.”

“Not that, you. Stop pretending you don’t know.”

“Han Jin-sung?”

“Yeah, man. He’s not just retiring; he’s already retired. He hasn’t touched a microphone in a long time.”

“Bringing him back is the job of an advertising agency.”

“You sound like the advertiser.”

Tak Gi-jun, exasperated by Do-hyuk’s calm response, pulled at his hair.

“Damn! I’m going crazy.”

“Mr. Kim Young-suk seems very stubborn. If you hadn’t given a definite answer, you might have been kicked out.”

“You felt that too?”

Tak Gi-jun, with a defeated tone, replied quietly.

He probably felt it too. That no other solution would work.

Kim Young-suk would not proceed with the advertisement unless the person he specified was cast.

This applied to voice actors and models alike.

Knowing this, Do-hyuk had no choice but to promise to bring back Han Jin-sung.

Do-hyuk sighed and added,

“Anyway, other advertisers are also looking for Han Jin-sung, right?”

“That’s true, but...”

It was true. Han Jin-sung, a legend among legends, had never lost his top position since the voice acting profession became known.

He wasn’t just sought after by Kim Young-suk.

Once Han Jin-sung’s heart was won, he could be used for a long time.

“Why is Han Jin-sung, who is still young, retiring? It’s driving me crazy.”

“It must be tough for him, I guess.”

“What are we going to do about this casting? I’m really stuck.”

But Do-hyuk wasn’t stuck.

He had a plan.

Do-hyuk, smiling, comforted Tak Gi-jun.

“There must be a way, Tak Gi-jun. Hang in there.”

“Damn, Myung Do-hyuk!”

Of course, the scolding continued.

* * *

Back in the conference room, Myung Do-hyuk listened to the lecture by Production Manager Sung Min-wook, mingling with the interns.

Sung Min-wook, Production Manager. A legend in the Korean design industry who worked with Do-hyuk for about five years.

He was especially known for his expertise in alcohol advertising.

The packaging designs for the leading domestic soju and beer, which he designed, were so famous that they were used as exam questions in industrial design every year.

His designs were both typical and perfect.

His confirmed results were stable, and any copy could harmonize with them.

Sung Min-wook, the pinnacle of clean and detailed design.

It was nice to see him again, wondering how he was doing after leaving the company.

He was so strong that he always avoided drinking during after-work gatherings, though he was often caught and forced to drink all night.

While reminiscing about the past, the Production Manager continued his passionate lecture, spitting out saliva.

“Creativity means thoroughly understanding and approaching the consumer’s needs within the range that the advertiser can accept. Follow-up is important, follow-up.”

Ah, there it is. A feast of English with unknown origins.

While working in the production department, he didn’t realize it, but hearing the commonly used Konglish in the advertising industry made him barely suppress a laugh.

Thinking of words like creativity, accept, needs, approach, and even calling copies "copies" made his fingers tingle.

‘I must be the only one on Earth feeling embarrassed while thinking about my past life.’

Unaware of Do-hyuk’s discomfort, the Production Manager, with his neck veins bulging, continued his lecture.

“Creativity is hard to improve, no matter how hard you try. There are limits to copywriting too. To survive in this industry, you need to be on your toes.”

That’s right. That damn creativity.

The word he had heard countless times, perhaps even a million times, at Taekang Ad.

Do-hyuk, shuddering at the memories of his past life, looked straight at the Production Manager.

“We, as advertisers, really need to be on our toes. You never know when someone might take your job, and the period you can work in the industry is much shorter than you think.”

Do-hyuk’s smile, which had been on his lips, vanished at the mention of the short working period.

His head dropped.

As the Production Manager said, the lifespan of an advertising agency employee, especially a designer or copywriter, was short.

They needed to be sensitive to trends and their tastes and senses had to align with the public.

Most importantly, they needed to present to consumers what they wanted to be (wannabe) and what they wanted to have (wannaget).

“So, we need to be half a step ahead of the trend. Not too slow, not too fast. Just half a step ahead of the public. Do you understand?”

How many interns truly understood the Production Manager’s lecture?

Maintaining a sharp sense as one ages is incredibly difficult, something Myung Do-hyuk didn’t realize until he became a mid-level advertiser.

As time passed and he became a mid-level advertiser, he finally realized it.

Hesitating between being a manager and a creator, he was overlooked for promotion to department head, and the producers gradually left the company one by one.

Just like Myung Do-hyuk in his previous life.

Once, he was called the “standard of great copy” at Taekang Ad.

Could he have imagined that in his forties, he would be pushed to the back room and have to pack his bags?

As dark thoughts flooded his mind, Do-hyuk clenched his teeth and straightened his back.

Anyway, Myung Do-hyuk had returned.

Reborn as a cheat character, equipped with the passion of his twenties and the experience of his forties.

He wouldn’t be pushed to the back room again, not in this life.

Before that, he would either go independent or crush Taekang Ad.

The veins in his clenched fist bulged.

A moment later, the Production Manager’s passionate speech ended, and Tak Gi-jun re-entered the conference room.

“Attention! Let’s give our interns their second mission.”

“Another one in just a day?”

Sighs erupted from all over, and Han Su-cheol even fell onto his desk.

The interns were already struggling with simple tasks like selling gift cards.

“Are there already people giving up? What? Get up.”

Tak Gi-jun, placing the approval board on the table, wore a sinister smile.

Man, that smile is ominous.

“Your second mission is casting.”

“Huh?”

The interns’ eyes widened at the word “casting.”

It was likely to be a famous person, such as an entertainer, politician, or CEO.

Even if it was an ordinary person, casting would be a tough task.

How could they, as junior interns, manage to cast anyone?

All eyes turned to Tak Gi-jun.

He scanned the room and slowly spoke.

“Didn’t I tell you about the radio ad Myung Do-hyuk secured yesterday? The advertiser specified a voice actor.”

No way, no way, Tak Gi-jun, this can’t be. Are you really passing the task of casting Han Jin-sung to the interns?

Do-hyuk’s ominous premonition was right.

“Han Jin-sung. Everyone knows him, right? You need to do your best to bring him in. That’s all.”

Sighs filled the room as the interns scattered at the speed of light.

Do-hyuk, pushing through the crowd, confronted Tak Gi-jun.

Is this really a task for interns?

“Isn’t it too much to give the task of casting Han Jin-sung to the interns?”

“It’s just to give them a taste of how tough casting can be. They’ll probably all get rejected on the phone.”

“Do you have a backup plan?”

“We will handle the actual casting.”

“You mean, we will?”

“Yeah, you and me.”

When did we become “we,” Tak Gi-jun and Myung Do-hyuk? This is driving me crazy.

But that wasn’t the only problem. If the interns keep being used like this, they’ll all run away within a few days.

“Han Jin-sung is not an easy person to cast. The interns will probably all quit.”

“They can all run away. As long as you, Do-hyuk, stay.”

What? Me, Do-hyuk?

The situation is getting strange.

Tak Gi-jun, draping his arm over Do-hyuk’s shoulder, said with a grin.

“Shall we go then? To bring in the legendary voice actor, Han Jin-sung!”