亲爱的朋友们和同事们，非常高兴通过远程方式在布鲁塞尔与各位相聚，共同参加中国广告主协会第二十届年会。

虽然我无法亲临现场，我深感荣幸，在此与大家分享一些想法，也希望这些观点能为今天的会议带来启发。

首先，我谨致以诚挚的谢意，感谢中国广告主协会会长杨汉平的盛情邀请，

及其长期以来为中国广告行业所展现的卓越领导力。

中国广告主协会是世界广告主联合会（WFA）在中国的重要成员。

明年，我们将共同庆祝中国广告主协会加入世界广告主联合会二十周年庆典这是一个重要里程碑。

过去二十年来，我们见证并亲历了深刻的变革。

无论是在品牌传播方式，还是在消费者行为方面。

但可以说，当下变化的规模与速度已远远超出以往任何时期。

在我们最新一轮针对首席营销官的调研中，93%的受访者认为，未来变得更加不可预测，甚至是高度不确定，而84%的受访者普遍表示，营销预算正面临更为严格的审视。

然而，尽管面临颠覆性变革以及前景不明的挑战，仍有大多数人对其在2026年营销预算实现增长充满信心。

这是一个强有力的信号，这表明我们的行业因变革焕发活力，而非因变革陷入停滞。

毫无疑问，我们的行业正开启一场深刻而重大的转型进程。

我想重点强调其中四个方面。

第一，人工智能：

我们的企业会员已全部在营销中积极采用人工智能，并且事实证明，人工智能正成为一项强大的加速器，有力推动创意、媒介与数据之间的深度融合。

第二，问责制：

营销人员正面临日益加大的压力，需要清晰证明营销投入与业务成果之间的直接关联。

第三，评估：

明年增长最快的四类媒体渠道中，有三类分别是互联网电视、零售媒体以及以兴趣为导向的营销形式。

然而，这些渠道目前都尚未形成统一的评估标准。全行业面临一项艰巨任务，即建立一个科学、统一、覆盖全行业、跨媒体的衡量体系。这也是世界广告主联合会的核心工作重点之一。

第四，客户与代理机构关系：

人才短缺、能力差距，以及以人工智能为核心的新流程，正在推动客户与代理机构建立全新的合作模式，相关变革即将到来。

我们近一半的会员企业计划在明年将业绩成果纳入薪酬协议中。

再次感谢各位给予我今天与大家交流的宝贵机会。

预祝本次大会圆满成功，成果丰硕、启迪深远。

Dear friends and colleagues,It is a great pleasure to join you remotely from Brussels for the 20th annual conference of the China Association of National Advertisers.

Although I cannot be with you in person,I feel privileged to share a few thoughtsthat I hope will contribute to an insightful day.

Let me begin by expressing my sincere thanks to CNA President Yang Hanping for her kind invitation and for the continued leadership you brings to China's advertising industry.

CNA is a distinguished member of WFA community in China.

Next year,we will celebrate the 20th anniversary of CNA's membership with the World Federation of Advertisers This is a remarkable milestone.

Over the past 20 years,we have seen profound changes in the way brands communicate and consumers behave.

But it's fair to say that today's scale and pace of change is unlike anything we've seen before.

In our latest survey of chief marketing officers,93% felt that the future has become less or much less predictable,and 84% shared commonlythat marketing budgets were under more scrutiny.

Yet, despite the disruptive changes and the lack of visibility,a majority were confident that their marketing budgets would grow in 2026.

This is a very powerful sign a sign of an industry that is fired up by change,not paralyzed by it.

There is no doubt that our industry is embarkingon a process of very significant transformation.

Let me highlight four areas in particular.

AI:100% of our corporate members are embracing AI in marketing,and this is proving to be a spectacular accelerator for integration across creative, media, and data.

Accountability:Marketers are under increasing pressure to demonstrate the link between marketing spend and business outcomes.

Measurement:Three of the four fastest-growing media channels next year are Connected TV, Retail Media, and interests of marketing.

None of them have unified standards of measure.

The industry has a huge task ahead to create a proper,industry-wide, cross-media measurement system.

This is a key priority for WFA.

Client-Agency Relationships:Talent shortages, capability gaps,and new AI-centric processes require new client-agency models,and change is on its way.

Almost half of our members are planning to integrate outcomes into remuneration agreements next year.

Thank you once again for giving me the opportunity to talk to you today.

I wish you a very productive and inspiring conference.