15y advertising / marketing strategy / AI workflow
15 years in advertising. Now I turn briefs, project memory, and campaign systems into AI workflows teams can review, reuse, and hand over.
I built this site with Codex in one week.
personal skills loaded
Publicis trained my account discipline. Civilization moved me closer to strategy. XINGHUI made me a Partner across account, planning, operations, SOP, onboarding, and AI workflow trials.
Keep social campaign work moving inside a global agency rhythm.
Supported ECCO and Pizza Hut work across feedback, timelines, revisions, and delivery details.
Client rhythm, scope control, and the account discipline behind social campaign execution.
Build content marketing and annual service work across TVC, KV, mini movie, and campaign planning.
Led account work while moving closer to strategy: decoding briefs, shaping routes, and organizing content assets.
Campaign planning, annual retainer rhythm, content asset logic, and account-to-strategy translation.
Move across IMC campaign, IP incubation, offline activation, social retainer, KOL, product, and membership work.
Joined as employee No.1 and Partner. Helped grow XINGHUI from 2 people to about 25, led account work for four years, then moved into planning and innovation ownership.
Studio operations, SOP design, team onboarding, client trust, planning ownership, and workflow thinking across messy multi-format projects.
Strategy diagnosis, brand positioning, campaign architecture, content strategy, and proposal support.
Design AI literacy and business training for leadership and working teams, mapping use cases, capability boundaries, and adoption paths.
Build knowledge bases, operations hubs, and AI agent workflows that keep assets searchable and make collaboration less repetitive.
FMCG / Retail / Lifestyle / Tech / Pet / Outdoor / F&B.
Thinking and working notes beyond the pitch: marketing decisions, AI experiments, and the choices behind my personal systems.
Latest notes
我让 AI 帮我维护项目进度表，也在这个过程中明白了一件事。它知道多少，取决于我有没有持续把现场交给它。好工具能替人省下很多重复劳动，项目的来处、变化和下一步，仍要有人一直记得。
Agent 出一次错，我们就补一条规则。时间久了，Prompt 越来越长，模型却未必更稳定。OpenAI 最近的 GPT-5.6 Prompt 指南提醒我，也许该开始删了。
一个好 brief 不该把创意团队管死，它要把方向、边界和风险讲清楚，让大家知道哪里可以大胆，哪里必须收住。边界越清楚，创意越敢动手。
