论文部分内容阅读
广告传播集团的合并、各类平台的并购,意味着广告传播资源的重新整合和洗牌,对广告人来说,将会更具挑战。自从八年前来到中国进入广告行业工作,在每年年初我都会尝试与同事、同行和客户等一起交流该年度的“市场营销年度主题”。不管是为了更准确地掌握市场大方向,还是为了铺排该年度的提案,使之有更清晰的主题,这都是一个挺有趣的练习。犹记得2013年初,我还在做独立顾问的时候,受一家国际知名的化妆品客户之邀,到其澳大利亚分公司市场部,做
Ad Group’s merger, mergers and acquisitions of various platforms means the reintegration and reshuffle of advertising resources will be more challenging for advertisers. Since I came to China eight years ago to work in the advertising industry, at the beginning of each year I try to share my annual marketing theme with my colleagues, colleagues and clients. Whether it’s getting a more accurate picture of the market or arranging the year’s proposal for a clearer theme, this is an interesting exercise. I still remember that in early 2013, when I was still an independent consultant, I was invited by an internationally renowned cosmetic client to the marketing department of her Australian subsidiary to do