2008年度中国最具竞争力品牌咨询公司20强（2008 China's most competitive brand consulting firm 20）

1、2008年度中国最具竞争力品牌咨询公司20强（2008 Chinas most competitive brand consulting firm 20）Series of topics:2008 China MarketingIn March 30, 2009, China Brand Value Research Center released include JWT, Ogilvy, Zerun eastidea, 2008 year China the most competitive brand consulting company 20 strong list. According

2、 to the China Brand Value Research Center released information, selected the comparison of brand consultancy (including advertising company) is 300, which is registered in the China, an independent legal entity, according to the historical precipitation, industry influence, brand building, professio

3、nal level, the successful case, team quality and management, innovation the bottleneck of the development of spirit, and the prospect of nine indicators, follow the review of the principle of openness, justice and fairness, the professional organization of a number of institutions and senior brand e

4、xperts in elections to vote before 50 in the top 20 have been selected for the winning unit. After the list is released, it has aroused a strong response from the government, industry, schools and all walks of life, especially many emerging categories of planning and consulting companies are talking

5、 about it and enjoy it. There are those who question and agree most, in fact, any ranking will have selection rules and standards, whether from performance, brand influence or development trend, etc., are relative, comprehensive strength considerations. Here, we will focus on the top 5 companies sel

6、ected 9 indicators into the list of comments are as follows: 1, Ogilvy & Mather group: list of reasons: the most influential international 4A company evaluation index - Comment history: as David Ogilvy advertising company in New York in 1948, Ogilvy has a history of heavy precipitation. From the ini

7、tial two employees to todays 359 branches, located in 100 countries and regions, the undisputed has become one of the worlds 8 largest advertising group, is one of the 4A advertising companys representative brand. The industry background and professional depth are recognized and praised in the indus

8、try. In 1991, Ogilvy and mather established the Shanghai Ogilvy & Mather with the Shanghai Advertising Limited, the largest state-owned advertising company in mainland china. At present, Ogilvy & Mather China has opened offices in Shanghai, Beijing, Guangzhou, Hongkong, Taiwan and other places, with

9、 a total staff of over 1500. Industry: whether David Ogilvy Ogilvy or in the advertising industry has a strong influence, our work has been widely studied and imitated, the academic point of view is also highly respected. Whether the chairman of Greater China Chairman href= /wik

10、i/%E8%91%A3%E4%BA%8B%E9%95%BF chairman Song Zhiming, North China Zhuang Shufen, is chairman of the South China District Wang Shaojie, has a very profound influence in the advertising industry Chinese. In particular, some of Zhuang Shufens works have been highly recognized in the advertising industry

11、. Brand building: Ogilvy has been working on building a different brand for years, promoting creativity, customer loyalty, and first-class operating standards. It is this insistence that has created todays Ogilvy culture. Ogilvy development process of the human mind, intelligence and work standard d

12、eduction into a corporate culture, a clear industry policy and a trend, and adhere to the pursuit of good advertising, sales force and contribute to the establishment of the brand etc. After years of brand building, Ogilvy & Mather have established professional advertising industry company brand ima

13、ge in the world and China. Professional level: Ogilvy and Mather, through cooperation with world-renowned brands, gradually established its professionalism and wisdom, a high degree of product quality and service level. Through the dissemination of the final advertising products and the close cooper

14、ation of customers, Ogilvy established its hard to shake professional standards and industry height. Success stories: Ogilvy China provides advertising, public relations, customer relationship marketing, interactive marketing, telephone marketing, visual management, market research, marketing planni

15、ng and art design of a full range of communication services for customers in the China customers including IBM, Motorola, BMW, Shell, Kodak, KFC, GlaxoSmithKline, Shanghai Volkswagen, Unilever and unified food etc. Years of intimacy with customers have laid Ogilvys place in the advertising industry.

16、Team quality and management: Ogilvy has developed a professional, stable and loyal team through a ladder training system and a diversified talent placement system. At the same time, through Ogilvys many years of management experience and corporate culture, Ogilvys management has been the object of r

17、eference and imitation of 4A company. It can be said that Ogilvys team quality and team management are excellent in the domestic industry. The spirit of innovation, many works are the innovation of Ogilvys classic industry year awards every year will see a part of significant awards is in the bag, t

18、he innovation and professionalism. Development bottleneck: Ogilvys huge size and professional advertising industry model image, created Ogilvys position in the advertising industry, but also brings imperfect and irreparable short board. Although Ogilvy has constantly refined its functions and rich r

19、esponsibilities, it needs to be further improved and improved in terms of brand integration, marketing planning, strategic consulting, human resources and other aspects of localization and effectiveness. Outlook: the brand effect and the professional standards for the formation of Ogilvy & Mather, h

20、as a stable customer base, and expand its customers the ability is also familiar with the China market experience in strengthening and formed a unique business model of ogilvy. Its vision of internationalization and the strength of global linkage have made Ogilvy very popular among multinational cor

21、porations, which is destined to be a solid prospect for Ogilvy and a reason to be optimistic about it. 2, JWT: list of reasons: the oldest international 4A company evaluation index - Comment history: JWT was founded in 1864, is the worlds first advertising company, is the worlds first launch interna

22、tional operations advertising company. Today, 145 years old JWT style remains the same, more than 300 branch offices, more than 10000 members in the main city, across six continents, among the worlds top 4 advertising companies as other awards show great strength at the. And Ogilvy, at JWT also belo

23、nging to the worlds largest communications group WPP. Industry impact: JWT provides customers with a wide range of brand services, innovative and comprehensive strength. This is called the advertising University of the advertising company, in the customer survey, brand content and brand strategy for

24、 the development of advertising and consulting industry has laid a solid foundation, has made valuable exploration. Its influence, especially at the innovative level, is comparable to that of ogilvy. Brand building: JWT (JWT) over the years has been to innovation as the core of the brand to establis

25、h their own brand image continuously, and outstanding achievements in the field of innovation has confirmed his strength and brand height. It can be said agency (JWT) has already occupied the best brand appeal and wisdom industry first impression, many first makes his height advantage and makes the

26、opponent as the acme of perfection. Professional advertising industry: exploring the concept and mode of JWT develops continuously, the concept of creative photo system research and so on to JWT brings professional deep industry highly, the professional level is obvious to people in the industry. Su

27、ccess stories: a classic case of Nike, Unilever, Ford and international well-known company is the main way to JWT professional external cognitive. The spread and appreciation of the advertising works let us more respect for jwt. After all, a work is the best card and proof of its own success. The qu

28、ality of the team and management: Tang Ruitao, labor and other professional team to join into the Chinese business with JWT in two-way feature and local thinking with highly professional. The concise and efficient management team to make the image more at national and professional, from a profession

29、al point of view, the team management efficiency and better model Biots beautiful. The spirit of innovation: JWT has been continuous self innovation, constantly create advertising is famous in the world. JWTs first customer product survey, the first magazine guide,For international investors, the fi

30、rst marketing guide, making the first radio show, produced the first commercial television, the first to use computer planning and media buying, show great achievements in the field of innovation at. The development bottleneck: JWT positioning in the brand marketing planning (Thompson Total Branding

31、), combination of advertising, direct marketing, promotion, sponsorship and public relations activities, is committed to helping customers achieve short-term performance of growth, and create long-term value of the brand. But its positioning field also has the same short board as Ogilvy and mather.

32、The background of 4A company is very deep, and the research and activity marketing are more solid. But in the fields of brand and strategy, the company is still full of controversy. Outlook: charisma and brand value at the industry first, will make the development more highly and advantages, also th

33、e history of innovation strategy and professional standards will make the business development more competitive, very broad prospects for future development. 3, Beijing Zerun eastidea brand marketing communications agency: list of reasons: most understand local culture Brand Company evaluation comme

34、nts - History: key points belonging to the PR group, with ten years of local consulting and Brand Company unmatched expert resources and high-quality customer base, a classic case of the years of service in the domestic large-scale industrial enterprises the customers and common development and grow

35、th history, no guarantee is not Zerun eastidea development and growth. At the same time to China Zerun eastidea traditional culture as the core, concentration of Confucianism and Taoism, Sun Tzu and other classical philosophy, and combined with the experience of modern history and Western marketing

36、theory, formed the core concept of the brand theory system unique brand crab management model, make it become the brand consultancy Chinese localization of brand theory and the practice of creating a lot of achievements. The effects of industry: Zerun eastidea to wugudaochang brand founder Mr. Ren L

37、i led the integration in the industry and many other brand experts, marketing experts and public relations experts have a profound influence in the industry, is the most influential expert group China. At the same time, Zerun eastidea basing on the Oriental wisdom Zerun world brand for the purpose,

38、with focus on fostering national enterprises and national brands, and caused great repercussions in the industry. In particular, the unique oriental wisdom of the localization of brand theory consulting tools, in the industry and the vast number of customers more influential. Brand building: Zerun e

39、astidea founded at the beginning of the brand positioning in the localization theory and practice to create a pioneer, over the years to focus and focus on domestic brand construction advisory services, intentnesses, a choice, caused a strong response and resonance in the domestic national brand ent

40、erprises. After years of brand building and customer service, its core theory tools brand core concept system and brand concept scratch three degrees of strategy and three rules in the industry very far-reaching impact. Professional level: Zerun eastidea Chinese combined with traditional culture, ou

41、tstanding philosophical wisdom and art of war strategy such as essence, absorb the essence of western market marketing in the local market, Chinese practical case as the foundation, has created a unique theoretical system and the concept of brand brand is the core concept of the scratch, the origina

42、l Chinese theory system the most professional height and local features that is the industry known as Rees, Trout and positioning theory is comparable to that of the most forward-looking brand localization theory, the professional level height and has gained fruitful results in the practice of brand

43、 consulting. Success stories: wugudaochang non fried instant noodles, white elephant breaking marketing 2008 Olympic marketing plan, Mount Everest Superman razor repositioning, Guizhou Yibai Olympic marketing and so on, embodied in the brand Zerun eastidea consulting industry in the spirit of explor

44、ation and wisdom. In ten years with numerous Zerun eastidea business growth and expansion, a large number of successful cases witnessed Zerun eastidea professional level and the success of the development pace of exploration. The quality of the team and management: whether Zerun eastidea served as g

45、eneral manager of Mr. Li, or chief expert You Changqiao, brand expert Mr. Li Hailong,Without any unique insights and influence in the field of brand expertise, they have original theoretical tools and academic systems, all with their own years of industry experience and case support. At the same tim

46、e, the management mode of cooperation partner system for effective to create the conditions of industry experts together, through the interest equilibrium model makes Zerun eastidea reversed the drawbacks of management mode of traffic industry dispersion. The spirit of innovation, brand theory and t

47、ool model eastidea unique Zerun laid a solid foundation of the theory and practice of brand innovation, brand gene and brand culture, brand orientation, brand strategy and innovative models such as its many unique gives Zerun Dong Zhi innovation spirit. The development bottleneck: as an industry com

48、pany, located in the focus on brand strategy consulting firm, itself is a breakdown of the market, coupled with its strategic positioning in the domestic national brand dedicated service, it will be in a highly competitive environment of globalization market environment and industry company, in grea

49、ter pressure. The group also Zerun eastidea large number of full-time, but also a huge human cost and coordination cost, how to play the role of work has been a test of management wisdom. Outlook: a team of experts rich, have had many years of experience in the operation of departments and a large n

50、umber of classic cases, Zerun eastidea has many departments do not have the advantage of hardware and software. In many of the national brand is gradually eroded by foreign brands and national brands will be frozen, Chinese consciousness is further stimulated and strengthened, in this process, all c

51、ommitted to the brand business consulting companies will benefit, especially the positioning and focus on the national brand Zerun eastidea will have more stage and space. 4, Shanghai Leo Burnett Co. Ltd.: list of reasons: the most creative performance of the 4A international accreditation index - C

52、omment history: Leo Burnett is an American advertising guru Leo Bernar founded in 1935 in Chicago advertising company. It is now one of the worlds largest advertising company, is the United States ranked first in the advertising company, with nearly 100 offices in more than 80 countries worldwide, w

53、ith more than ten thousand employees, brand planning, creative, media as a whole, to provide a full range of advertising services for international and domestic well-known customers in Chinese. In 2002, it was the worlds fourth largest media group Publicis international acquisition. The effects of i

54、ndustry: Leo Bernar both in the world or in China have a huge influence, whether founder Li Ao Bernar himself or for many years people have praised the advertising works, let Leo Bernar very influential effect. Brand building: at the beginning of its establishment, Leo Bernar placed the core of the

55、brand in the strategy of creativity as the core, and for many years has been devoted to the unique creative strategy, which has been ahead of the advertising industry. Over the years, although low-key, but its visibility and influence in the industry can not be ignored. Professional level: the uniqu

56、e enterprise culture and the way of working, and good team combination makes Leo Burnett play the greatest potential of the team with high level cases emerge in an endless stream. Such as Marlboro brand cigarettes, the creation of male cigarette character and American cowboy image, the United States

57、 in the market share of less than 1% of cigarettes, pushed to the worlds first sales. Success stories: many people may not know, but I believe the Leo Burnett seen McDonalds and Coca-Cola advertising will leave a deep impression. Behind this, Leo Burnett is actually the real heroes . At present, Leo

58、 Burnett international customers accounted for 90%, accounting for about 10% of domestic customers. Procter & Gamble, Disney, Morgan Stanley, Goldman, kraft, McDonalds, PHILPS, Heinz, Fiat, Visa and other large international companies are Leo Bernars perennial customers. The quality of the team and

59、management: Leo Burnett has 260 employees in Shanghai Chinese, Leo Burnett Co. Ltd. has 160 employees, the distribution of two branches in Beijing and Guangzhou. The past three years,In Chinese advertising industry consolidation stage and domestic advertising situation temporarily hole, Leo Burnett performance is still rising in a straight line. This is the excellent team management and Leo Burnett inseparable. Industry innovation: from Leo Bernars Coca Cola, Nike and other refurbished advertisin