海尔冰柜新品上市活动媒介策略8939

海尔冰柜新品上市活动媒介策略8939海尔冰柜新品上市活动媒介策略JUN1,2001OCT,2001市场目标海尔推出新品透明家庭型冰柜系列,同时树立市场上的时尚生活新概念透明家庭冰吧。在新品上市期间，通过定向的广告集中投放策略来配合整体市场营销策略,迅速建立产品市场认知度，刺激消费者的购买欲望,拉动市场寻求,占领家庭冰柜的消费市场媒介目标海尔冰柜新品上市定向目标消费者利用适当的媒体及媒体组合传达产品信息，树立时尚家庭冰吧文化新概念媒体集中投放和增加有效媒体的产品暴露频次明确产品的市场定位低投入，高效益争取最佳回报目标市场北京/上海/广州/青岛/南京/杭州广告时间2001年6月2001年10月目标人群的消费倾向客厅18M2以上，高收入，有车族，追求西式生活，注重生活品质的城市群体目标人群的构成25岁以上单身或居家男性为主已拥有一台冰箱而追求家庭吧式文化的家庭个体目标人群的地域特点家庭冰柜地域消费趋势以大城市为主，南方好于北方，沿海好于内地目标受众媒体组合建议目标消费者的媒介习惯根据目标受众生活和工作的节奏，这类人群除了对传统媒体杂志和报纸的接触外，比其他人更多的接触ONLINE媒体，对电视媒体的收视习惯也相对集中在某些习惯性的定向电视栏目海尔透明冰柜的产品特性和推崇的冰吧生活概念，特别适合彩色动感的视觉效果的配合。所以建议以杂志和ONLINE媒体为主，报纸和电视为附配合新品上市计划最大目标受众媒体覆盖率准确传达产品讯息立体鲜明的加深产品认知杂志（主干媒体）目的是将产品形象通过画面格调及文字传达到消费者除发行量和读者目标受众为考虑因素外，更会顾及印刷质量是否能表现产品形象此外，利用创意性方式，采取多种广告形式,使此次广告讯息传达的更鲜明杂志选择以经营管理,时尚家居和航机类为主的主题媒体介于家庭冰吧的产品特性，即产品存在的形式和理由在媒体上可选择某些高档房地产类杂志作为定向传播的目标媒体之一根据活动时间的安排,报纸和杂志在6月开始集中投放,并在新品上市的初期制造传讯高峰,并将媒体以月为周期脉动式投放,在6月10月内持续广告声音通过声音和图象效果,用硬性广告和专题性栏目的软文相结合的形式将海尔家庭冰柜新品的讯息灌输给广大目标和潜在用户利用电视媒体的高覆盖的特点，炒做时尚生活新观念，让人们在“时尚家庭冰吧”生活概念的感知中，加深产品的认同电视媒体从新品上市一开始就进行炒做,根据媒体的预算跟进和配合整各新品上市营销活动选择节目原则为根据目标城市的目标群体的收视习惯建议选择以地方有线电视台为主，选择硬性广告和专题性栏目两种形式，以期用较少的预算达到最佳的效果电视（支持媒体）ONLINE作为有效的新兴媒体来支持此次新品上市活动的整合营销策略,成为强势的媒体补充,这充分考虑到我们的目标消费者对在线媒体的关注远远超过了传统媒体选择在线广告应考虑其地域特点,北京的新浪网和上海的二十一世纪网站都是可考虑的优势网站新颖的ONLINE广告形式，有充分的创意和文字空间来传达产品讯息和炒做时尚家庭冰吧的生活新概念ONLINE（支持媒体）广播的特点是信息覆盖面广,传讯速度快,但相对其他媒体存在目标受众相对不集中针对特定的消费层,不能最有效的直接到达,所以建议根据媒体预算,适当考虑广播新品上市促销期维持期（2001615715）（2001715815）（2001815）全国媒体19FPTV30”ONLINE18FPONLINE16FPONLINE北京/上海/广州9QPTV30”ONLINEONLINEONLINE南京/杭州/青岛6QPTV30”ONLINEONLINEONLINE媒介周期重量媒介金额重量媒介总重量广告媒体计划略详见媒体计划表SP/PR策略方案SP/PR策略方案SP/PR策略为推广的概念造势，推动销售的开展。以平均每月一次活动的强度，对销售工作进行支持。以目标传递为主，实效和造势结合。SP/PR策略方案PR活动主题“海尔用户,最佳客厅布置大奖赛”时间7月中旬地点当地商场内容凡购买海尔透明柜的用户，提供客厅布置的照片，需有冰柜内容由海尔在专柜前的展板上公布，由各界人士组成的评奖委员会评定。奖项设置金奖1名，海尔空调1部。银奖2名，海尔饮水机1部。铜奖20名，精品CD5张。交照片即送透明啤酒杯1个。SP/PR策略/方案8月SP活动主题透明心情礼相赠时间8月地点活动地商场内容买即赠透明组合啤酒杯及玻璃酒具其他透明的生活用品SP/PR策略/方案9月SP活动主题透明品味时间9月地点当地商场内容与人头马或轩尼诗等品牌举行联合促销说明紧扣主题，以价值为导向，定向传播，整合资源，直效解决。通过对目标人群的传讯，营造品位和感觉，形成主流时尚。达到预期广告目标。BETTERIDEASBETTERRESULTS更佳创意，更佳的结果THANKYOU谢谢WHATDOWEMEANBYTHATWHATDOWEWANTTOACHIEVEHOWDOWEREACHTHEREGUIDEDBYOURSIXPILLARSHERITAGEADSWEREDIFFERENT,NOTJUSTINHOWTHEYLOOKEDORREADTHEREWASWITANDCRAFTTHEYAPPEALEDTOPEOPLESINTELLIGENCEANDSENSEOFHUMORCANBEPOWERFULCREATIVEREVOLUTIONBEGINSWITHUSOURGOALNEWCREATIVEREVOLUTIONMUSTCHANGETHEGAMEBEYONDINTELLIGENTADMAKINGTOCOMPLEXTASKOFBRANDBUILDINGLEARNINGALLSKILLSLEADTHENEWAGEBYBEINGDIFFERENTMOREEFFECTIVETHEBIGGESTANDBESTBUILDEROFBRANDSBATTLECRYEXISTTOCREATECHANGEIDEASACCOUNTABLEFORRESULTSBETTERIDEASMOVESOURCLIENTSANDTHEIRBRANDSTONEWHEIGHTSWELISTENCAREFULLYTOCLIENTS,TOCONSUMERSTODISCOVERINSIGHTTOSPRINGIDEASTHATCANCHANGETHEWORLDKEYEFFECTIVENESSDEPENDSOURABILITYTOCONVINCECLIENTSTOMAKEBOLDLEAPSULTIMATESUCCESSDEPENDABILITYTOFORGETRUSTINGRELATIONSHIPSEETHROUGHCLIENTSEYESRELATIONSHIPBUILTBYRESPONDINGINAHONESTANDINTELLIGENTMANNER,KEEPINGOURPROMISESONTIMEANDWITHINBUDGETVALUESKNOWNASACOWITHCHARACTER,INTEGRITYANDFAIRPLAYWINBYTELLINGTHETRUTHTREATINGEVERYINDIVIDUALWITHDIGNITYANDRESPECTRICHLYDIVERSEANDMULTICULTURALWORLDEMPLOYEESBOUNDTOOURNETWORKBYASHAREDVISION,COMMONGOALSANDMUTUALREGARDSPIRITPEOPLEOFDDBENTHUSIASTICZESTFOROURBUSINESSASENSEOFHUMORTOCONFRONTSETBACKREJECTIONBELIEVEINTEAMWORKANDTAKEPRIDEINOURWORKNEVERGIVEUPTHOUGHPERSISTENCEANDHEART,WEWILLPREVAILWHATDOWEMEANBYTHATWHATDOWEWANTTOACHIEVEHOWDOWEREACHTHEREGUIDEDBYOURSIXPILLARSHERITAGEADSWEREDIFFERENT,NOTJUSTINHOWTHEYLOOKEDORREADTHEREWASWITANDCRAFTTHEYAPPEALEDTOPEOPLESINTELLIGENCEANDSENSEOFHUMORCANBEPOWERFULCREATIVEREVOLUTIONBEGINSWITHUSOURGOALNEWCREATIVEREVOLUTIONMUSTCHANGETHEGAMEBEYONDINTELLIGENTADMAKINGTOCOMPLEXTASKOFBRANDBUILDINGLEARNINGALLSKILLSLEADTHENEWAGEBYBEINGDIFFERENTMOREEFFECTIVETHEBIGGESTANDBESTBUILDEROFBRANDSBATTLECRYEXISTTOCREATECHANGEIDEASACCOUNTABLEFORRESULTSBETTERIDEASMOVESOURCLIENTSANDTHEIRBRANDSTONEWHEIGHTSWELISTENCAREFULLYTOCLIENTS,TOCONSUMERSTODISCOVERINSIGHTTOSPRINGIDEASTHATCANCHANGETHEWORLDKEYEFFECTIVENESSDEPENDSOURABILITYTOCONVINCECLIENTSTOMAKEBOLDLEAPSULTIMATESUCCESSDEPENDABILITYTOFORGETRUSTINGRELATIONSHIPSEETHROUGHCLIENTSEYESRELATIONSHIPBUILTBYRESPONDINGINAHONESTANDINTELLIGENTMANNER,KEEPINGOURPROMISESONTIMEANDWITHINBUDGETVALUESKNOWNASACOWITHCHARACTER,INTEGRITYANDFAIRPLAYWINBYTELLINGTHETRUTHTREATINGEVERYINDIVIDUALWITHDIGNITYANDRESPECTRICHLYDIVERSEANDMULTICULTURALWORLDEMPLOYEESBOUNDTOOURNETWORKBYASHAREDVISION,COMMONGOALSANDMUTUALREGARDSPIRITPEOPLEOFDDBENTHUSIASTICZESTFOROURBUSINESSASENSEOFHUMORTOCONFRONTSETBACKREJECTIONBELIEVEINTEAMWORKANDTAKEPRIDEINOURWORKNEVERGIVEUPTHOUGHPERSISTENCEANDHEART,WEWILLPREVAILWHATDOWEMEANBYTHATWHATDOWEWANTTOACHIEVEHOWDOWEREACHTHEREGUIDEDBYOURSIXPILLARSHERITAGEADSWEREDIFFERENT,NOTJUSTINHOWTHEYLOOKEDORREADTHEREWASWITANDCRAFTTHEYAPPEALEDTOPEOPLESINTELLIGENCEANDSENSEOFHUMORCANBEPOWERFULCREATIVEREVOLUTIONBEGINSWITHUSOURGOALNEWCREATIVEREVOLUTIONMUSTCHANGETHEGAMEBEYONDINTELLIGENTADMAKINGTOCOMPLEXTASKOFBRANDBUILDINGLEARNINGALLSKILLSLEADTHENEWAGEBYBEINGDIFFERENTMOREEFFECTIVETHEBIGGESTANDBESTBUILDEROFBRANDSBATTLECRYEXISTTOCREATECHANGEIDEASACCOUNTABLEFORRESULTSBETTERIDEASMOVESOURCLIENTSANDTHEIRBRANDSTONEWHEIGHTSWELISTENCAREFULLYTOCLIENTS,TOCONSUMERSTODISCOVERINSIGHTTOSPRINGIDEASTHATCANCHANGETHEWORLDKEYEFFECTIVENESSDEPENDSOURABILITYTOCONVINCECLIENTSTOMAKEBOLDLEAPSULTIMATESUCCESSDEPENDABILITYTOFORGETRUSTINGRELATIONSHIPSEETHROUGHCLIENTSEYESRELATIONSHIPBUILTBYRESPONDINGINAHONESTANDINTELLIGENTMANNER,KEEPINGOURPROMISESONTIMEANDWITHINBUDGETVALUESKNOWNASACOWITHCHARACTER,INTEGRITYANDFAIRPLAYWINBYTELLINGTHETRUTHTREATINGEVERYINDIVIDUALWITHDIGNITYANDRESPECTRICHLYDIVERSEANDMULTICULTURALWORLDEMPLOYEESBOUNDTOOURNETWORKBYASHAREDVISION,COMMONGOALSANDMUTUALREGARDSPIRITPEOPLEOFDDBENTHUSIASTICZESTFOROURBUSINESSASENSEOFHUMORTOCONFRONTSETBACKREJECTIONBELIEVEINTEAMWORKANDTAKEPRIDEINOURWORKNEVERGIVEUPTHOUGHPERSISTENCEANDHEART,WEWILLPREVAILWHATDOWEMEANBYTHATWHATDOWEWANTTOACHIEVEHOWDOWEREACHTHEREGUIDEDBYOURSIXPILLARSHERITAGEADSWEREDIFFERENT,NOTJUSTINHOWTHEYLOOKEDORREADTHEREWASWITANDCRAFTTHEYAPPEALEDTOPEOPLESINTELLIGENCEANDSENSEOFHUMORCANBEPOWERFULCREATIVEREVOLUTIONBEGINSWITHUSOURGOALNEWCREATIVEREVOLUTIONMUSTCHANGETHEGAMEBEYONDINTELLIGENTADMAKINGTOCOMPLEXTASKOFBRANDBUILDINGLEARNINGALLSKILLSLEADTHENEWAGEBYBEINGDIFFERENTMOREEFFECTIVETHEBIGGESTANDBESTBUILDEROFBRANDSBATTLECRYEXISTTOCREATECHANGEIDEASACCOUNTABLEFORRESULTSBETTERIDEASMOVESOURCLIENTSANDTHEIRBRANDSTONEWHEIGHTSWELISTENCAREFULLYTOCLIENTS,TOCONSUMERSTODISCOVERINSIGHTTOSPRINGIDEASTHATCANCHANGETHEWORLDKEYEFFECTIVENESSDEPENDSOURABILITYTOCONVINCECLIENTSTOMAKEBOLDLEAPSULTIMATESUCCESSDEPENDABILITYTOFORGETRUSTINGRELATIONSHIPSEETHROUGHCLIENTSEYESRELATIONSHIPBUILTBYRESPONDINGINAHONESTANDINTELLIGENTMANNER,KEEPINGOURPROMISESONTIMEANDWITHINBUDGETVALUESKNOWNASACOWITHCHARACTER,INTEGRITYANDFAIRPLAYWINBYTELLINGTHETRUTHTREATINGEVERYINDIVIDUALWITHDIGNITYANDRESPECTRICHLYDIVERSEANDMULTICULTURALWORLDEMPLOYEESBOUNDTOOURNETWORKBYASHAREDVISION,COMMONGOALSANDMUTUALREGARDSPIRITPEOPLEOFDDBENTHUSIASTICZESTFOROURBUSINESSASENSEOFHUMORTOCONFRONTSETBACKREJECTIONBELIEVEINTEAMWORKANDTAKEPRIDEINOURWORKNEVERGIVEUPTHOUGHPERSISTENCEANDHEART,WEWILLPREVAILWHATDOWEMEANBYTHATWHATDOWEWANTTOACHIEVEHOWDOWEREACHTHEREGUIDEDBYOURSIXPILLARSHERITAGEADSWEREDIFFERENT,NOTJUSTINHOWTHEYLOOKEDORREADTHEREWASWITANDCRAFTTHEYAPPEALEDTOPEOPLESINTELLIGENCEANDSENSEOFHUMORCANBEPOWERFULCREATIVEREVOLUTIONBEGINSWITHUSOURGOALNEWCREATIVEREVOLUTIONMUSTCHANGETHEGAMEBEYONDINTELLIGENTADMAKINGTOCOMPLEXTASKOFBRANDBUILDINGLEARNINGALLSKILLSLEADTHENEWAGEBYBEINGDIFFERENTMOREEFFECTIVETHEBIGGESTANDBESTBUILDEROFBRANDSBATTLECRYEXISTTOCREATECHANGEIDEASACCOUNTABLEFORRESULTSBETTERIDEASMOVESOURCLIENTSANDTHEIRBRANDSTONEWHEIGHTSWELISTENCAREFULLYTOCLIENTS,TOCONSUMERSTODISCOVERINSIGHTTOSPRINGIDEASTHATCANCHANGETHEWORLDKEYEFFECTIVENESSDEPENDSOURABILITYTOCONVINCECLIENTSTOMAKEBOLDLEAPSULTIMATESUCCESSDEPENDABILITYTOFORGETRUSTINGRELATIONSHIPSEETHROUGHCLIENTSEYESRELATIONSHIPBUILTBYRESPONDINGINAHONESTANDINTELLIGENTMANNER,KEEPINGOURPROMISESONTIMEANDWITHINBUDGETVALUESKNOWNASACOWITHCHARACTER,INTEGRITYANDFAIRPLAYWINBYTELLINGTHETRUTHTREATINGEVERYINDIVIDUALWITHDIGNITYANDRESPECTRICHLYDIVERSEANDMULTICULTURALWORLDEMPLOYEESBOUNDTOOURNETWORKBYASHAREDVISION,COMMONGOALSANDMUTUALREGARDSPIRITPEOPLEOFDDBENTHUSIASTICZESTFOROURBUSINESSASENSEOFHUMORTOCONFRONTSETBACKREJECTIONBELIEVEINTEAMWORKANDTAKEPRIDEINOURWORKNEVERGIVEUPTHOUGHPERSISTENCEANDHEART,WEWILLPREVAILWHATDOWEMEANBYTHATWHATDOWEWANTTOACHIEVEHOWDOWEREACHTHEREGUIDEDBYOURSIXPILLARSHERITAGEADSWEREDIFFERENT,NOTJUSTINHOWTHEYLOOKEDORREADTHEREWASWITANDCRAFTTHEYAPPEALEDTOPEOPLESINTELLIGENCEANDSENSEOFHUMORCANBEPOWERFULCREATIVEREVOLUTIONBEGINSWITHUSOURGOALNEWCREATIVEREVOLUTIONMUSTCHANGETHEGAMEBEYONDINTELLIGENTADMAKINGTOCOMPLEXTASKOFBRANDBUILDINGLEARNINGALLSKILLSLEADTHENEWAGEBYBEINGDIFFERENTMOREEFFECTIVETHEBIGGESTANDBESTBUILDEROFBRANDSBATTLECRYEXISTTOCREATECHANGEIDEASACCOUNTABLEFORRESULTSBETTERIDEASMOVESOURCLIENTSANDTHEIRBRANDSTONEWHEIGHTSWELISTENCAREFULLYTOCLIENTS,TOCONSUMERSTODISCOVERINSIGHTTOSPRINGIDEASTHATCANCHANGETHEWORLDKEYEFFECTIVENESSDEPENDSOURABILITYTOCONVINCECLIENTSTOMAKEBOLDLEAPSULTIMATESUCCESSDEPENDABILITYTOFORGETRUSTINGRELATIONSHIPSEETHROUGHCLIENTSEYESRELATIONSHIPBUILTBYRESPONDINGINAHONESTANDINTELLIGENTMANNER,KEEPINGOURPROMISESONTIMEANDWITHINBUDGETVALUESKNOWNASACOWITHCHARACTER,INTEGRITYANDFAIRPLAYWINBYTELLINGTHETRUTHTREATINGEVERYINDIVIDUALWITHDIGNITYANDRESPECTRICHLYDIVERSEANDMULTICULTURALWORLDEMPLOYEESBOUNDTOOURNETWORKBYASHAREDVISION,COMMONGOALSANDMUTUALREGARDSPIRITPEOPLEOFDDBENTHUSIASTICZESTFOROURBUSINESSASENSEOFHUMORTOCONFRONTSETBACKREJECTIONBELIEVEINTEAMWORKANDTAKEPRIDEINOURWORKNEVERGIVEUPTHOUGHPERSISTENCEANDHEART,WEWILLPREVAILWHATDOWEMEANBYTHATWHATDOWEWANTTOACHIEVEHOWDOWEREACHTHEREGUIDEDBYOURSIXPILLARSHERITAGEADSWEREDIFFERENT,NOTJUSTINHOWTHEYLOOKEDORREADTHEREWASWITANDCRAFTTHEYAPPEALEDTOPEOPLESINTELLIGENCEANDSENSEOFHUMORCANBEPOWERFULCREATIVEREVOLUTIONBEGINSWITHUSOURGOALNEWCREATIVEREVOLUTIONMUSTCHANGETHEGAMEBEYONDINTELLIGENTADMAKINGTOCOMPLEXTASKOFBRANDBUILDINGLEARNINGALLSKILLSLEADTHENEWAGEBYBEINGDIFFERENTMOREEFFECTIVETHEBIGGESTANDBESTBUILDEROFBRANDSBATTLECRYEXISTTOCREATECHANGEIDEASACCOUNTABLEFORRESULTSBETTERIDEASMOVESOURCLIENTSANDTHEIRBRANDSTONEWHEIGHTSWELISTENCAREFULLYTOCLIENTS,TOCONSUMERSTODISCOVERINSIGHTTOSPRINGIDEASTHATCANCHANGETHEWORLDKEYEFFECTIVENESSDEPENDSOURABILITYTOCONVINCECLIENTSTOMAKEBOLDLEAPSULTIMATESUCCESSDEPENDABILITYTOFORGETRUSTINGRELATIONSHIPSEETHROUGHCLIENTSEYESRELATIONSHIPBUILTBYRESPONDINGINAHONESTANDINTELLIGENTMANNER,KEEPINGOURPROMISESONTIMEANDWITHINBUDGETVALUESKNOWNASACOWITHCHARACTER,INTEGRITYANDFAIRPLAYWINBYTELLINGTHETRUTHTREATINGEVERYINDIVIDUALWITHDIGNITYANDRESPECTRICHLYDIVERSEANDMULTICULTURALWORLDEMPLOYEESBOUNDTOOURNETWORKBYASHAREDVISION,COMMONGOALSANDMUTUALREGARDSPIRITPEOPLEOFDDBENTHUSIASTICZESTFOROURBUSINESSASENSEOFHUMORTOCONFRONTSETBACKREJECTIONBELIEVEINTEAMWORKANDTAKEPRIDEINOURWORKNEVERGIVEUPTHOUGHPERSISTENCEANDHEART,WEWILLPREVAILWHATDOWEMEANBYTHATWHATDOWEWANTTOACHIEVEHOWDOWEREACHTHEREGUIDEDBYOURSIXPILLARSHERITAGEADSWEREDIFFERENT,NOTJUSTINHOWTHEYLOOKEDORREADTHEREWASWITANDCRAFTTHEYAPPEALEDTOPEOPLESINTELLIGENCEANDSENSEOFHUMORCANBEPOWERFULCREATIVEREVOLUTIONBEGINSWITHUSOURGOALNEWCREATIVEREVOLUTIONMUSTCHANGETHEGAMEBEYONDINTELLIGENTADMAKINGTOCOMPLEXTASKOFBRANDBUILDINGLEARNINGALLSKILLSLEADTHENEWAGEBYBEINGDIFFERENTMOREEFFECTIVETHEBIGGESTANDBESTBUILDEROFBRANDSBATTLECRYEXISTTOCREATECHANGEIDEASACCOUNTABLEFORRESULTSBETTERIDEASMOVESOURCLIENTSANDTHEIRBRANDSTONEWHEIGHTSWELISTENCAREFULLYTOCLIENTS,TOCONSUMERSTODISCOVERINSIGHTTOSPRINGIDEASTHATCANCHANGETHEWORLDKEYEFFECTIVENESSDEPENDSOURABILITYTOCONVINCECLIENTSTOMAKEBOLDLEAPSULTIMATESUCCESSDEPENDABILITYTOFORGETRUSTINGRELATIONSHIPSEETHROUGHCLIENTSEYESRELATIONSHIPBUILTBYRESPONDINGINAHONESTANDINTELLIGENTMANNER,KEEPINGOURPROMISESONTIMEANDWITHINBUDGETVALUESKNOWNASACOWITHCHARACTER,INTEGRITYANDFAIRPLAYWINBYTELLINGTHETRUTHTREATINGEVERYINDIVIDUALWITHDIGNITYANDRESPECTRICHLYDIVERSEANDMULTICULTURALWORLDEMPLOYEESBOUNDTOOURNETWORKBYASHAREDVISION,COMMONGOALSANDMUTUALREGARDSPIRITPEOPLEOFDDBENTHUSIASTICZESTFOROURBUSINESSASENSEOFHUMORTOCONFRONTSETBACKREJECTIONBELIEVEINTEAMWORKANDTAKEPRIDEINOURWORKNEVERGIVEUPTHOUGHPERSISTENCEANDHEART,WEWILLPREVAILWHATDOWEMEANBYTHATWHATDOWEWANTTOACHIEVEHOWDOWEREACHTHEREGUIDEDBYOURSIXPILLARSHERITAGEADSWEREDIFFERENT,NOTJUSTINHOWTHEYLOOKEDORREADTHEREWASWITANDCRAFTTHEYAPPEALEDTOPEOPLESINTELLIGENCEANDSENSEOFHUMORCANBEPOWERFULCREATIVEREVOLUTIONBEGINSWITHUSOURGOALNEWCREATIVEREVOLUTIONMUSTCHANGETHEGAMEBEYONDINTELLIGENTADMAKINGTOCOMPLEXTASKOFBRANDBUILDINGLEARNINGALLSKILLSLEADTHENEWAGEBYBEINGDIFFERENTMOREEFFECTIVETHEBIGGESTANDBESTBUILDEROFBRANDSBATTLECRYEXISTTOCREATECHANGEIDEASACCOUNTABLEFORRESULTSBETTERIDEASMOVESOURCLIENTSANDTHEIRBRANDSTONEWHEIGHTSWELISTENCAREFULLYTOCLIENTS,TOCONSUMERSTODISCOVERINSIGHTTOSPRINGIDEASTHATCANCHANGETHEWORLDKEYEFFECTIVENESSDEPENDSOURABILITYTOCONVINCECLIENTSTOMAKEBOLDLEAPSULTIMATESUCCESSDEPENDABILITYTOFORGETRUSTINGRELATIONSHIPSEETHROUGHCLIENTSEYESRELATIONSHIPBUILTBYRESPONDINGINAHONESTANDINTELLIGENTMANNER,KEEPINGOURPROMISESONTIMEANDWITHINBUDGETVALUESKNOWNASACOWITHCHARACTER,INTEGRITYANDFAIRPLAYWINBYTELLINGTHETRUTHTREATINGEVERYINDIVIDUALWITHDIGNITYANDRESPECTRICHLYDIVERSEANDMULTICULTURALWORLDEMPLOYEESBOUNDTOOURNETWORKBYASHAREDVISION,COMMONGOALSANDMUTUALREGARDSPIRITPEOPLEOFDDBENTHUSIASTICZESTFOROURBUSINESSASENSEOFHUMORTOCONFRONTSETBACKREJECTIONBELIEVEINTEAMWORKANDTAKEPRIDEINOURWORKNEVERGIVEUPTHOUGHPERSISTENCEANDHEART,WEWILLPREVAILWHATDOWEMEANBYTHATWHATDOWEWANTTOACHIEVEHOWDOWEREACHTHEREGUIDEDBYOURSIXPILLARSHERITAGEADSWEREDIFFERENT,NOTJUSTINHOWTHEYLOOKEDORREADTHEREWASWITANDCRAFTTHEYAPPEALEDTOPEOPLESINTELLIGENCEANDSENSEOFHUMORCANBEPOWERFULCREATIVEREVOLUTIONBEGINSWITHUSOURGOALNEWCREATIVEREVOLUTIONMUSTCHANGETHEGAMEBEYONDINTELLIGENTADMAKINGTOCOMPLEXTASKOFBRANDBUILDINGLEARNINGALLSKILLSLEADTHENEWAGEBYBEINGDIFFERENTMOREEFFECTIVETHEBIGGESTANDBESTBUILDEROFBRANDSBATTLECRYEXISTTOCREATECHANGEIDEASACCOUNTABLEFORRESULTSBETTERIDEASMOVESOURCLIENTSANDTHEIRBRANDSTONEWHEIGHTSWELISTENCAREFULLYTOCLIENTS,TOCONSUMERSTODISCOVERINSIGHTTOSPRINGIDEASTHATCANCHANGETHEWORLDKEYEFFECTIVENESSDEPENDSOURABILITYTOCONVINCECLIENTSTOMAKEBOLDLEAPSULTIMATESUCCESSDEPENDABILITYTOFORGETRUSTINGRELATIONSHIPSEETHROUGHCLIENTSEYESRELATIONSHIPBUILTBYRESPONDINGINAHONESTANDINTELLIGENTMANNER,KEEPINGOURPROMISESONTIMEANDWITHINBUDGETVALUESKNOWNASACOWITHCHARACTER,INTEGRITYANDFAIRPLAYWINBYTELLINGTHETRUTHTREATINGEVERYINDIVIDUALWITHDIGNITYANDRESPECTRICHLYDIVERSEANDMULTICULTURALWORLDEMPLOYEESBOUNDTOOURNETWORKBYASHAREDVISION,COMMONGOALSANDMUTUALREGARDSPIRITPEOPLEOFDDBENTHUSIASTICZESTFOROURBUSINESSASENSEOFHUMORTOCONFRONTSETBACKREJECTIONBELIEVEINTEAMWORKANDTAKEPRIDEINOURWORKNEVERGIVEUPTHOUGHPERSISTENCEANDHEART,WEWILLPREVAILWHATDOWEMEANBYTHATWHATDOWEWANTTOACHIEVEHOWDOWEREACHTHEREGUIDEDBYOURSIXPILLARSHERITAGEADSWEREDIFFERENT,NOTJUSTINHOWTHEYLOOKEDORREADTHEREWASWITANDCRAFTTHEYAPPEALEDTOPEOPLESINTELLIGENCEANDSENSEOFHUMORCANBEPOWERFULCREATIVEREVOLUTIONBEGINSWITHUSOURGOALNEWCREATIVEREVOLUTIONMUSTCHANGETHEGAMEBEYONDINTELLIGENTADMAKINGTOCOMPLEXTASKOFBRANDBUILDINGLEARNINGALLSKILLSLEADTHENEWAGEBYBEINGDIFFERENTMOREEFFECTIVETHEBIGGESTANDBESTBUILDEROFBRANDSBATTLECRYEXISTTOCREATECHANGEIDEASACCOUNTABLEFORRESUL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