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正如奥美创意总监刘继武所说:“在中国做广告,策略比创意更重要,因为广告不是艺术,是必须帮人卖东西的。通常在执行 Idea 的时候,不是天马行空地想创意,而是要根据实际条件去想可行的创意。”动感地带广告就是这么出炉的。刘继武告诉记者,中国移动当时给的活儿特别紧,要求3月1日必须在媒体上有声音,而奥美和中国移动在2月10日才正式签定合作协议,因此必须在短短的半个月内完成电视与平面的创意
As Ogilvy’s creative director Liu Jiwu said: “Advertising in China, strategy is more important than creativity, because advertising is not art, it is necessary to help people sell things. Usually in the implementation of Idea, not abstractly creative ideas, but According to the actual conditions to think of feasible ideas. ”Dynamic zone ads are so baked. Liu Jiwu told reporters that China Mobile was particularly tight at the time, requiring March 1 must have a voice in the media, and Ogilvy and China Mobile in the February 10 formally signed a cooperation agreement, it must be in a short Within half a month to complete the television and creative plane