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About the Founder
About the Taotie Awards

About the Founder

Yuning, probably the best promoter of the international advertising culture in China.

At the beginning, he was a teacher of French at Beijing Foreign Studies University. In 1991, he went to University of Lausanne, to work as assistant in the language lab of the School of Modern French and to pursue his study in language. Every morning, to go to University by bike, he sprinted by the road in front of the headquarters of the International Olympic Committee. Lausanne sparked his Olympic passion, which has never left him since. In 1993, he wrote “The Olympic Divine Comedy”, a monograph retracing the spectacular history of the Olympic Movement. The exciting Olympic bid story, from the first modern Olympic Games in Athens till the latest ones was serialized in China’s leading newspaper for youth "China Youth Daily", and this made a huge impact during Beijing’s first bid process for the 2000 Olympic Games.

It was also in the Olympic Capital that much to his surprise, he felt in love with the advertising creativity, and his life changed course. He left the beloved Switzerland to study marketing and advertising communication at CELSA Paris-Sorbonne University. There, he collected and devoured every book of the ad masters he could find in each secondhand bookstore, from David Ogilvy, Marcel Bleustein-Blanchet, to Jacques Seguela, Jean-Marie Dru, Bernard Brochand and so on. Being immersed in the amazing world of advertising, breathing the fresh air of creativity in the vibrant global metropolis, with the dream to create some great work in his country, he felt he was the happiest man on earth.

In 1994, he returned to China, where the sector of advertising was an entirely unknown world for him. But the new comer enthusiastically launched out into the adventure.

He began by publishing extensively on French advertising and ad culture in major professional magazines, helping international publications, including Advertising Age, Lürzer's Archive and Stratégies, to establish cooperative relationships with Chinese partners. When he was Editorial Director in International Advertising Press, he helped the magazine to sign the historic copyright license agreement with Advertising Age, introducing to Chinese professionals the latest global marketing and advertising news and creation.

From 1996, he successively introduced to China the Night of the Adeaters, the Night of the Francophone Advertising, International Car Advertising Film Festival and organized the Taotie Show, which became an iconic annual ad culture event highly appreciated by the youth. In July 14, 2001, the day after Beijing's successful bidding for hosting the 2008 Olympic Games, the Taotie Show entered the Great Hall of the People in Tiananmen Square. The exciting creativity from around the world was applauded by 7000 young spectators. And in 2003 at the Beijing Workers’ Gymnasium, an attendance record of more than 10,000 Taotie fans was an unparalleled success in the history of the Taotie Show.

In 2008 and 2009, he participated as consultant in the initial project “China in Cannes”, helping Chinese advertising to step up on the most important international advertising stage.

In 2012, his Olympic passion and the love for creativity magically merged. Before the London Olympic Games, he launched the first Beijing International Sports Advertising Film Festival (Taotie Sports Ad Awards). His intention is to spread the sport spirit and the creativity culture to young generation of the world. His unique concept of Sports Brand and Non-Sports Brand Film in the competition refreshed the international advertising community and was a wonderful success.

He would like to express his taotiest gratitude to all friends for their enthusiastic participation in the Taotie Awards and the Taotie Show. And to every creative talent from around the world, his invitation is – “JUST SUBMIT IT.”