宝洁 沈彭年确认出席灵眸大赏2026：AI时代，经典品牌如何历久弥新？

2026年12月4日，第十一届灵眸大赏Morketing Summit将在上海举办。本届大会以「智生」为主题，汇聚全球品牌、平台与营销行业的实践者，围绕AI带来的商业变化，探讨品牌建设、内容创新与全球增长的新路径。作为连续举办十年的顶级行业盛会，灵眸大赏将再次成为营销人与品牌决策者共同瞩目的焦点，以真实案例与实践经验，共同寻找下一阶段的增长答案。

整理｜Joe

在信息大爆炸的今天，消费者的注意力正被前所未有的海量内容切割。

对于品牌而言，一个略显残酷的现实是，消费者似乎认识很多品牌，但在真正面临选择的那一刻，他们未必会选择你。这正是当下营销人都在面临的集体焦虑：AI让消费者选择的门槛变低了，但品牌“被选择”的门槛却日渐高涨。

在这样一个时代，拥有百年历史的经典品牌，和刚成立三年的新锐品牌，其实面临着同样的痛点。

在AI深刻改变消费者决策路径、营销方式和品牌竞争格局的今天，经典品牌如何持续焕发新活力，并不断赢得消费者选择？面对这个时代的叩问，宝洁一直在用行动寻找答案。从全球视野的引领，到中国本土的深刻洞察，宝洁正在通过一系列落地动作，重新找到“经典品牌”在当下的价值。

今年，宝洁公司旗下品牌吉列频频出圈。年初赞助奥迪F1车队，将“赛车级科技”融入联名产品，让消费者直观感知品牌的技术沉淀；下半年官宣苏翊鸣为代言人，借其在雪场极端环境下的真实体验，传递品牌125年来对“掌控感”的坚持。

这背后并非简单的流量采买，而是宝洁在AI时代下对营销逻辑的重新审视：在信息过载的环境里，吉列没有追逐“看起来更新”的噱头，而是把已有的技术价值，放进了能让新一代消费者重新看懂的真实语境中。

目前，宝洁大中华区男士理容品类副总裁沈彭年Simon已确认出席第十一届Morketing Summit 2026灵眸大赏，并带来主题演讲《AI时代，经典品牌如何历久弥新？》。

在本次演讲中，沈彭年Simon将结合吉列品牌在中国市场的实践，分享经典品牌穿越周期、保持增长的思考与探索。演讲将围绕消费者需求洞察、产品创新、文化沟通以及AI赋能品牌叙事等话题展开，探讨品牌如何从真实用户痛点出发创造价值，如何通过年轻化表达和文化场景让品牌被重新理解，以及如何借助AI提升洞察、创意和营销效率，实现更精准的人群触达。

当AI让一切都变得更快，真正决定品牌能否历久弥新的，依然是创造价值、赢得信任，并持续成为消费者新选择的能力。

出席嘉宾

沈彭年 Simon Shen，宝洁大中华区男士理容品类副总裁，负责吉列等男士理容品牌在大中华区的业务。拥有20余年消费品行业经验，曾在护舒宝、OLAY、舒肤佳等宝洁品牌历练，积累了跨品类的品牌管理与整合营销经验。2025年加入吉列团队后，致力于推动这一拥有125年历史的经典品牌焕新，以产品科技创新为核心，通过体育营销、跨界合作与消费者沟通，重塑年轻消费者对手动剃须刀的认知。2026年，推动吉列与奥迪Revolut F1车队合作，将赛车对精密科技、极致性能与持续创新的追求融入品牌表达，并加速联名产品在中国市场落地，探索经典品牌与新一代消费者建立连接的创新路径。

内容亮点

1.认知度为何成了品牌陷阱？百年品牌如何持续迎新，每一天都是品牌与消费者的DAY1.

2.换一代消费者，如何被重新看懂？品牌年轻化的实践与思考

3.AI让品牌传播更易还是更难？效率时代的品牌增长答案

出席场次

主论坛

智生

关于2026MS灵眸大赏·智生

“灵眸大赏Morketing Summit”由全球营销商业媒体平台Morketing发起，自2016年创办以来已连续举办十届，被誉为东方的「纽约广告节」，是营销人与品牌决策者共同参与的顶级行业舞台。

本届灵眸大赏主题为“智生”（BORN INTELLIGENT）。“智生”不是“智能生成”的缩写，而是三层含义：第一，品牌与组织开始以AI原生方式工作；第二，新的消费者入口、交易方式与内容生态正在生长；第三，营销需要在智能系统中重新获得商业位置。

“智生”与2025年“智启”形成清晰连续性——2025开启智能，2026让智能进入真实商业生命。

过去十年，营销回答的是“如何在新的媒介环境里找到人”；未来十年，营销必须回答“当AI开始理解、推荐、决策甚至交易，品牌如何被机器理解、被人信任，并持续创造增长”。

第十一届灵眸大赏的使命，是让营销重新站回商业、经济与社会价值的中心，成为需求创造、创新扩散、文化连接、信任建设与全球增长的基础设施。

On December 4, 2026, the 11th Morketing Summit will be held in Shanghai. Under the theme “Born Intelligent,” this year’s Summit will bring together practitioners from global brands, platforms, and the marketing industry to explore new paths for brand building, content innovation, and global growth amid the business changes driven by AI. As a premier industry event held for ten consecutive years, the Morketing Summit will once again become a focal point for marketers and brand decision-makers, who will join forces to seek the growth answers for the next stage through real-world cases and practical experience.

Compiled by Joe

In today's era of information explosion, consumer attention is being fragmented by an unprecedented volume of content.

For brands, a somewhat cruel reality is that consumers may seem to know many brands, but at the crucial moment of choice, they may not choose you. This is the collective anxiety facing marketers today:AI has lowered the threshold for consumers to make choices, but the threshold for a brand to be "chosen" is rising day by day.

In such an era, classic brands with a century of history and emerging brands established just three years ago actually face the exact same pain point.

Today, as AI profoundly reshapes consumer decision-making journeys, marketing approaches, and the competitive landscape, how can classic brands continuously rejuvenate themselves and keep winning consumer choices?Facing this call of the times, P&G has been seeking answers through action.From global leadership to deep local insights in China, P&G is redefining the value of "classic brands" in the present through a series of practical initiatives.

This year, Gillette, a brand under P&G, has frequently made headlines. At the beginning of the year, it sponsored the Audi F1 team, integrating "racing-grade technology" into co-branded products, allowing consumers to intuitively perceive the brand's technological heritage. In the second half of the year, it announced Su Yiming as its brand ambassador, leveraging his authentic experience in the extreme conditions of snow parks to convey the brand's 125-year commitment to a "sense of control."

Behind this is not simple traffic buying, but P&G's re-examination of marketing logic in theAIera: in an environment of information overload, Gillette did not chase the gimmick of "looking newer," but instead placed its existing technological value into a real-world context where the new generation of consumers can understand it anew.

Currently,Simon Shen,Vice Presidentof Male Grooming, P&G Greater China, has confirmed his attendance at the 11th Morketing Summit 2026 and will deliver a keynote speech titled"How Can Classic Brands Remain Ageless in theAIEra?".

In this speech, Simon Shen will share his thoughts and explorations on how classic brands can navigate cycles and maintain growth, drawing on Gillette's practices in the Chinese market. The speech will revolve around topics such as consumer demand insights, product innovation, cultural communication, and AI-empowered brand storytelling. It will explore how brands can create value from real user pain points, how to be re-understood through youthful expressions and cultural scenarios, and how to leverage AI to enhance insights, creativity, and marketing efficiency to achieve more precise audience targeting.

When AI makes everything faster, what truly determines whether a brand can remain ageless is still the ability to create value, win trust, and continuously become the consumer's new choice.

Featured Speaker

Simon Shen, Vice President of Male Grooming at P&G Greater China, oversees the business of male grooming brands, including Gillette, in the Greater China region.

With over 20 years of experience in the consumer goods industry, he has held roles across P&G brands such as Whisper, OLAY, and Safeguard, accumulating extensive cross-category experience in brand management and integrated marketing. Since joining the Gillette team in 2025, he has been dedicated to rejuvenating this classic brand with a 125-year history. Centering on product technology innovation, he aims to reshape young consumers' perceptions of manual shaving through sports marketing, cross-industry collaborations, and consumer communication.

In 2026, he spearheaded Gillette's partnership with the Audi Revolut F1 Team, integrating racing's pursuit of precision engineering, ultimate performance, and continuous innovation into the brand's expression. He also accelerated the launch of co-branded products in the Chinese market, exploring innovative pathways for classic brands to connect with the new generation of consumers.

Presentation Highlights

1.Why Has Brand Awareness Become a Brand Trap?

How can century-old brands continuously embrace the new—where every day is DAY 1 for both the brand and the consumer.

2.How to Be Understood Anew by the Next Generation of Consumers?

Practices and insights on brand rejuvenation.

3.DoesAIMake Brand Communication Easier or Harder?

The answer to brand growth in the era of efficiency.

Session

Main Forum

BORN INTELLIGENT

2026 Morketing Summit · Born Intelligent

The Morketing Summit, initiated by Morketing, a global marketing and business media platform, was first launched in 2016 and has since been held for ten consecutive editions. Hailed as the “New York Advertising Festival of the East,” it is a premier industry stage jointly attended by marketers and brand decision-makers.

The theme of this year’s Summit is “Born Intelligent.” It is not shorthand for “intelligent generation”; Rather, it carries three layers of meaning: first, brands and organizations are beginning to work in an AI-native way; second, new consumer entry points, transaction methods, and content ecosystems are emerging; and third, marketing needs to re-establish its commercial position within intelligent systems.

“Born Intelligent” forms a clear continuity with 2025’s “Intelligence Awakened”: 2025 unlocked intelligence, while 2026 brings intelligence into real commercial life.

Over the past decade, marketing answered the question of “how to find people in a new media environment.” Over the next decade, marketing must answer the question of “as AI begins to understand, recommend, decide, and even transact, how can brands be understood by machines, trusted by people, and continue to create growth?”

The mission of the 11th Morketing Summit is to put marketing back at the center of business, economic, and social value, and to make it infrastructure for demand creation, innovation diffusion, cultural connection, trust building, and global growth.