北方广告网:2019中国广告代理商大事件盘点

来源:北方广告网   2019-08-06 16:01 责任编辑:李秀林

北方广告网www.northadw.com:2019中国广告代理商大事件盘点
加大对数字营销方面的发展,已然成为行业的大趋势,如果现在做不好转型,则会像智威汤逊一样,作为拥有154年历史的全球第一家广告公司,最后以与伟门合并的方式悄然退场。

Increasing the development of digital marketing has become a major trend in the industry. If we do not make a good transition now, we will be like Zhiwei Thomson, as the first advertising company in the world with 154 years of history, and finally retire quietly by merging with Weimen.

在Vault发布的2019年咨询公司排名中,贝恩仅次于麦肯锡排在第二的位置。而近年来,贝恩也不断在数字营销领域发力。

Bain ranked second only to McKinsey in Vault's ranking of consultants in 2019. In recent years, Bain has been making great efforts in the field of digital marketing.

去年五月,贝恩与全球领先数字营销机构FRWD达成协议,将其收购。FRWD的加入大大增强了贝恩公司的数字营销实力,助力贝恩客户在全营销渠道取得卓越的业绩,降低对外部合作伙伴的依赖,充分利用客户数据,更精准地触达消费者。

Last May, Bain reached an agreement with FRWD, the world's leading digital marketing agency, to acquire it. The introduction of FRWD greatly strengthens Bain's digital marketing strength, helps Bain customers achieve outstanding performance in the whole marketing channel, reduces dependence on external partners, makes full use of customer data, and reaches consumers more accurately.

点评:

新媒体时代下的甲方需要更好、更快、更廉价地传播推广,而传统的乙方公司已经不能适应新时代下的传播规律。营销产业的逻辑,正处于颠覆式变革中,源头就是快速发展的互联网和科技。

Comment:

In the new media era, Party A needs better, faster and cheaper dissemination and promotion, while the traditional Party B company has been unable to adapt to the dissemination law in the new era. The logic of the marketing industry is undergoing a subversive transformation. The source is the rapid development of the Internet and technology.

宝洁、 联合利华开始思考没有广告的“世界”

广告巨头探索重塑代理商服务模式

今年1月份,在国际消费类电子产品展览会CES上,宝洁全球首席品牌官Marc Pritchard说道:“我们把太多的精力放在了宣传上,我们不停地在寻找平台、投放广告,但是属于广告的时代很快要结束了,我们需要思考的是一个没有广告的世界。”

P&G and Unilever began to think about the "world" without advertising.

Advertising giants explore remodeling agency service model

In January, Marc Pritchard, P&G's chief brand officer, said at CES, an international consumer electronics exhibition: "We put too much effort into propaganda. We are constantly looking for platforms and advertising. But the era of advertising is coming to an end soon. We need to think about one that is not broad enough. The world of complaints."

作为全球最大的广告主,宝洁却喊出了“一个没有广告的世界”,着实让人们震惊。不过,联想到近来几年宝洁在营销上一直都在“减减减”,似乎一切又都在情理之中。

As the world's largest advertiser, P&G has been shocked to shout "a world without advertising". However, associating with the fact that P&G has been reducing its marketing in recent years, it seems that everything is reasonable.

据悉,宝洁公司在2017年里已经将其全球范围合作的营销代理公司数量从6000家砍到了2500家,并计划继续砍到1250家左右。

It is reported that P&G has cut the number of its global cooperative marketing agencies from 6,000 to 2,500 in 2017, and plans to continue to cut to about 1,250.

事实上,不仅是宝洁,联合利华同样在消费者体验上不断努力着。联合利华也打算不再将业务直接委任给单一的广告代理商,而要从大型广告传播集团的层面上去创建更深入的营销代理合作关系。

In fact, not only P&G, Unilever is also working hard on consumer experience. Unilever also intends to create deeper marketing agency partnerships at the level of large advertising and communication groups instead of directly appointing its business to a single advertising agency.

“我知道有一半广告费浪费了,但我不知道是哪一半”,这是广告业界的“歌德巴赫猜想”。不过,随着众多广告主在“打造没有广告的世界”尝试,这种状况会得到一定的改变。

"I know half of the advertising costs are wasted, but I don't know which half," is the "Goldbach Conjecture" of the advertising industry. However, with many advertisers trying to "create a world without advertising", this situation will be changed.

广告主们不仅希望可以采用新的方式与代理公司进行合作,同时也公开表示要拓宽所谓的营销代理合作伙伴类型。无论宝洁还是联合利华都表示,合作伙伴不仅仅局限于广告公司,更要包含影视制作公司、动画制作公司及娱乐经济公司等类型。

Advertisers not only hope to cooperate with agency companies in new ways, but also openly express their intention to broaden the so-called types of marketing agency partners. Both P&G and Unilever say that partners are not limited to advertising companies, but also include film and television production companies, animation production companies and entertainment economic companies.

点评:

广告主已经不再满足于传统的代理商服务模式,它们想要找到一种能够更灵活、更有创意、更有突破性的服务人才团队。宝洁和联合利华在上半年各自针对这一需求进行了代理商服务模式的新探索,也是为了打造出具有标志性、代表性、现象级的营销广告。

Advertisers are no longer satisfied with the traditional agent service model, they want to find a more flexible, creative and breakthrough service talent team. Procter & Gamble and Unilever respectively explored the new service model of agents in the first half of the year to meet this demand, and also to create a symbolic, representative and phenomenal marketing advertising. 

阿里百度京东纷纷逐鹿户外广告市场

户外广告成为了炙手可热香饽饽

继阿里巴巴以及其关联方将以150亿元人民币战略入股分众传媒,百度21亿投资新潮传媒之后,另一互联网巨头京东并购户外广告行业的技术平台“快发云”,并改名为京东钼媒。

Alibaba Baidu Jingdong is competing for outdoor advertising market

Outdoor advertising has become a hot baboon.

After Alibaba and its affiliates will invest 15 billion yuan in Focus Media and Baidu 2.1 billion yuan in new media, another Internet giant, Jingdong, has acquired the technology platform of outdoor advertising industry, Quick Cloud, and renamed it Jingdong Molybdenum Media.

京东钼媒将自身定位为一个基于物联网的智能营销服务体系,简单来说,就是数字户外广告整合交易平台。

除此之外,京东并购快发云也与自己巨大的户外广告需求相关。众所周知,每年的618,双十一电商大促,户外广告都是这些电商巨头们疯狂大打户外广告之时,而投放的金额更是以亿计。CTR媒介智讯数据显示,2018年11月,户外媒体投放TOP20品牌中,京东商城、天猫占据前两位。与其将大把的资金拱手让人,还不如收购一家自己来投放。

Jingdong Molybdenum Media has positioned itself as an intelligent marketing service system based on the Internet of Things. Simply speaking, it is an integrated trading platform for digital outdoor advertising.

 

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