【广告传媒】奥美公司介绍（共51页）.ppt

Dare to be different… Ogilvy Ogilvy Commercials in China But first….this. Agenda内容 Our Philosophy Offerings 我们的观点及服務 Our Heritage 我们的传统 Our Points of Difference 我们与别人不同之处 Our Philosophy Offerings我们的观点及服務 Our Mission奥美的使命 To be the agency most valued by thosewho most value brands 成为珍视品牌的人最重视的代理商 So What is a Brand?何谓品牌？ A brand is a promise that stays consistent over time. 品牌是持久不变的承诺 Branding: A New Idea?品牌化：新东西？ 1702 The Caribbean加勒比海 “A brand is a complex symbol. It is the intangible sum of a product’s attributes, its name, packaging, and price, its history and reputation, and the way it’s advertised. A brand is also defined by consumers’ impressions of the people who use it, as well as their own experience. “ “品牌是一各合成的象征。它是品牌的属性、名称、包装、价格、历史、声誉、及广告等的总和。 消费者会凭着对品牌的使用者的印象，及自己本身的经验而定义品牌。“ Our Heritage我们的传统 Humble Beginnings谦卑的开始 1948: After being a salesman, farmer and researcher, David Ogilvy opens Ogilvy, Benson Mather in New York, backed by London agencies Mather Crowther and S.H. Benson. 在伦敦的 Mather Crowther 和 S.H. Benson广告公司的财力支持下，奥格威于1948年在纽约成立了Ogilvy, Benson Mather。之前他当过农民，推销员和市场调查员。 Early Milestones早期的里程碑 1950 – Guinness 健力士黑啤 1951 – Hathaway Shirts 1953 – Schweppes 玉泉汽水 1955 – Dove Soap 多芬乳皂 1959 – Maxwell House  麦斯威尔咖啡 1959 – Rolls Royce 勞斯萊斯 Early Milestones早期的里程碑 1950 – Guinness 健力士黑啤 1951 – Hathaway Shirts 1953 – Schweppes 玉泉汽水 1955 – Dove Soap 多芬乳皂 1959 – Maxwell House  麦斯威尔咖啡 1959 – Rolls Royce 勞斯萊斯 Early Milestones早期的里程碑 1950 – Guinness 健力士黑啤 1951 – Hathaway Shirts 1953 – Schweppes 玉泉汽水 1955 – Dove Soap 多芬乳皂 1959 – Maxwell House  麦斯威尔咖啡 1959 – Rolls Royce 勞斯萊斯 Early Milestones早期的里程碑 1950 – Guinness 健力士黑啤 1951 – Hathaway Shirts 1953 – Schweppes 玉泉汽水 1955 – Dove Soap 多芬乳皂 1959 – Maxwell House  麦斯威尔咖啡 1959 – Rolls Royce 勞斯萊斯 Early Milestones早期的里程碑 1950 – Guinness 健力士黑啤 1951 – Hathaway Shirts 1953 – Schweppes 玉泉汽水 1955 – Dove Soap 多芬乳皂 1959 – Maxwell