ICBC住房信贷TVC广告创意策略思路.ppt

* What do we mean by that? What do we want to achieve? How do we reach there? Guided by our six pillars: Heritage - Ads were different, not just in how they looked or read. There was wit and craft. They appealed to people’s intelligence and sense of humor can be powerful. ‘Creative Revolution’ begins with us Our Goal - New creative revolution. Must change the game. Beyond intelligent ad making to complex task of brand building. Learning all skills. Lead the new age by being different. More effective. The biggest and best builder of brands. Battle Cry - Exist to create change. Ideas accountable for results. Better ideas moves our clients and their brands to new heights. We listen carefully to clients, to consumers to discover insight to spring ideas that can change the world Key - Effectiveness depends our ability to convince clients to make bold leaps. Ultimate success depend ability to forge trusting relationship. See through clients’ eyes. Relationship built by responding in a honest and intelligent manner, keeping our promises on time and within budget. Values - Known as a co. with character, integrity and fair play. Win by telling the truth. Treating every individual with dignity and respect. Richly diverse and multicultural world. Employees bound to our network by a shared vision, common goals and mutual regard. Spirit - People of DDB enthusiastic. Zest for our business a sense of humor. To confront setback rejection. Believe in team work and take pride in our work. Never give up. Though persistence and heart, we will prevail. * What do we mean by that? What do we want to achieve? How do we reach there? Guided by our six pillars: Heritage - Ads were different, not just in how they looked or read. There was wit and craft. They appealed to people’s intelligence and sense of humor can be powerful. ‘Creative Revolution’ begins with us Our Goal - New creative revolution. Must change the game. Beyond intelligent ad making to complex task of brand buildi