奥美历史与文化介绍.pptx

brandnewWelcome to Ogilvy 欢迎加入奥美2007Welcome欢迎你We will do everything we can to make your dayshere challenging, satisfying, and happy.Here are some things you should know about your new company.我们尽量令你在这里渡过充满挑战、 并觉得满足和愉快的时光。以下先向你介绍一些有关我们的简介。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 those who 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A brand is a rela/tionship of consequence between a product and a customer. 品牌是消费者与产品之间的联系% brand is a complex symbol. It is the in tangible 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 impress!ons of thepeople 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 、及广告藝的总和O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Ogilvy, 1955Our Offering我们提供的服务奥美广告 Ogilvy Mather Advertising 广告代理商奥美公共关系kOgilvyPublic Relations Worldwide 公共关系策划与执行传立媒体 MindShare全方位媒体购买和策划扬特品牌咨询奥美顾客关系行销Enterprise IGOgilvyOne直销行销品牌视觉顾客关系管理识别顾问公司11奥美行动Ogilvy Activation促销Our Heritage我们的传统Humb1e 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 Mathero之前他当过农民，推 销员和市场调查员。Early Milestones早期的里程碑Guinness健力士黑啤Hathaway ShirtsSchweppes玉泉汽水Dove Soap多芬乳皂Maxwell House麦斯威尔咖啡Rolls Royce勞斯萊斯? 1950? 1951? 1953? 1955? 1959? 1959Early 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Darling, Fm having the most extraordinary experience ...An hmJ m DOVKfDOVE emms yoor akht file you batheEarly Milestones早期的里程碑“…在头一天,我就保存着一份秘密名单在 办公桌