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在消费者和媒体环境复合化的时代,广告公司如何能找到一种复合化的模式?英扬传奇从一家单纯而尖锐的创意公司,逐步蜕变为以创意为核心、为客户提供一站型线上线下整合传播服务的复合型品牌顾问公司。十年前的传统综合性代理广告公司主要分成两种:一、国际公司:作业模式是国际企业主自己确定商业战略,国际广告公司主要负责在这种战略下的消费者洞察以及品牌传播运动。二、本土广告公司:主要是提供一个点子,或者寻找一个传播的概念,在传统媒体,尤其是央视,作一次高密度投入的传播。以上两种传统广告公司服务模式,本质有不同,形态上相似:洞察(点子)+传统传播。
How can advertising agencies find a hybrid model in an era of complex consumer and media environments? From a simple and sharp creative company, Ying Yang Legend has gradually transformed itself into a core of creativity that provides clients with a one-stop line Compositing brand consultant company integrating online communications services. Ten years ago, the traditional integrated agency advertising agency mainly divided into two types: First, the international company: mode of operation is the business owner to determine the business strategy of their own, the international advertising company is mainly responsible for this strategy under the consumer insight and brand communication campaign. Second, the local advertising company: mainly to provide an idea, or to find a concept of communication in the traditional media, especially CCTV, made a high-density transmission. The above two traditional advertising company service model, in essence, is different, morphologically similar: Insight (idea) + traditional communication.