序有人说,广告代理商是个没有记忆的行当。每年每天有那么多广告,消费者能记得几个?他们知道哪支广告是哪家代理商做的吗?我想答案都是很少很少。所以,打进这个行业开始,我就听到这个问题:一个广告代理商的价值到底在哪里?作为奥美的一个创意人员,我相信代理商的价值在于协助客户建立一个优秀的,难以取代的品牌。同时,我们也相信创意是为品牌服务的。而创意为品牌服务的具体体现,就是依循策略发展出品牌的核心创意,并通过不同的创意表现,不断地强化这个核心,更好更快地建立品牌。奥美前任全球总裁曾经说过,95% Some people say that advertising agencies are not memorized. Every year there are so many advertisements. Can consumers remember a few? Which agent do they know which advertisements they are doing? I think the answer is very few. So, when I entered the industry, I heard this question: Where is the value of an advertising agency? As a creative person at Ogilvy & Mather, I believe that the value of an agent lies in helping customers build a good, difficult-to-replace brand. . At the same time, we also believe that creativity is to serve the brand. The concrete embodiment of the creative service for the brand is to follow the strategy to develop the brand’s core ideas, and through different creative performances, continuously strengthen this core and build brands better and faster. Ogilvy’s former global president once said that 95%