BATES广告公司的培训

议程概述Introduction发现Discovery三角形Triangles策略机会Strategicpossibilities简报Brief21：概述3找出、诠释并利用这些所发生的变化，为我们的客户、公司创造利益我们的目的我们通过以下方式来达到这个目的：更好地了解亚洲、亚洲人、亚洲的风俗和文化–过去的和现在的-思考这些因素如何相互作用，发展并改变消费者的生活4Changecreatesnaturalmomentsofre-evaluationinthemindsofconsumers

变化会在消费者的脑海中引起关注、从而引发重新思考聪明的营销者会把这些变化及引起的关注转变为可利用的优势为什么要把注意力集中在变化上？5这也是我们潜在的竞争优势看看我们的竞争对手都有些什么…InternalProcessDisruption -TBWA360-OgilvyTotalbranding

-JWTLovemarks

-Saatchi&SaatchiSuperlativesTheWork, thework, thework

-BBDOEnemyof theordinary

-DDBStructure大部分的亚洲广告公司更精炼更有进取(aggressive)更快速高效更才思敏捷宏观世界/外部世界Leveraging change利用变化6我们必须在洞察环境方面做得更好从由行业/营销杂志获取信息的狭隘世界中走出来要像一个有钻研精神的记者那样提问题训练自己在更为广阔的世界里发觉事物的变化，并令它为我们的客户和品牌所用7Macro-economicChange宏观经济变化Businesschange行业变化ConsumerChange消费者变化CulturalChange文化变化Socio-politicalChange社会政治变化TechnologicalChange技术变化LegislativeChange法律变化8积极洞察外部环境所发生的变化识别一个重要/根本的变化–一个变化点（Changepoint）用它来启迪、激发新的想法CPP帮助我们……9什么是Changepoint?AChangepointisafundamentalchangegoingonintheculturethatwecanusetoinspireandinformnewideasChangepoint是发生在社会文化层面的一个基本/重要变化，我们可以应用它来激发、启迪新的想法It‘smorethansimplya‘trend’.Itisamoresignificantmovementfromwhichtrendsemanate它不仅仅是一个“趋势/潮流”，更是引发这种趋势/潮流的动力源10

城里最好的一份工作在Chennai生活,在华尔街工作运用CPP思考程序的案例11大约一年前，我雇佣了一个印度开发员为我工作。我做这份工作的报酬是$

67,300,而我只需支付$12,000雇佣他替我做这份工作他非常高兴能够得到这份工作。而我也很高兴，因为这样我每天只需在这份工作上花90分钟的时间（我仍然需要自己亲自去开会，并且每天花几分钟的时间同我的印度搭档谈谈程序编码方面的工作）我的雇主以为我剩下的时间是在进行远程交流/办公，他们很高兴让我这样做，因为我的工作产量比其他的同事高出很多现在我正在考虑再找第二份工作，而且用同样的办法进行。运气好的话我会得到丰厚的额外收入，但同时我每个工作日的工作时间可能会超过5个小时

PostingatSlashdot(02.04.04),reportedbyDanPink12印度东海岸的Chennai市已成为印度人才外输的中心

随后所产生的一些社会变化可能为客户和他们的品牌带来有意义的机会13Chennai市的美国化进程如此的迅速、安静，以至于许多Chennai市民都没有来得及意识到或捕捉到他们的文化和城市表面（景象）所发生的变化KatherineBoo,TheNewYorker14Living‘DoubleLives’

过“双重生活”大批生活境遇蒸蒸日上的青年过着一只脚踏着传统印度文化、另一只脚踏着美国公司的双重生活这些人拥有高智商而且很富有，他们所带来的影响远远超过他们的人数15（印度的）一家动画公司为美国儿童制作动画，节目通常在每周六早上播出。放射学家阅读美国人的核磁共振片，程序员为（美国）中西部一整个州设计医疗补助资格程序的自动化进程KatherineBoo,TheNewYorker

16Changepoint我的工作意味着我必须学习并紧跟美国的流行文化。这很棒，它可以开拓我的视野和思维但同时也令我经常问自己：我是谁？我该如何适应工作以外的世界？家人也质疑我的这份工作，对我来说更糟17AlreadywearehalfofthetimeinNewYork,justourbodiesareleftbehind

我们一半的时间已经用在纽约，而留下的只是我们的肉体TeleSalesManager,Chennai18

父母们害怕听到在国人自给自足的甘地爱国主义教育灌输下长大的儿女居然在打电话时假用美式口音说话KatherineBoo,TheNewYorker19我在干些什么平衡这两个相矛盾的世界解决个人和家庭身份一致性的问题学习并应付新的工作方式成功/压力的自我经营平衡传统vs.未来20了解了这些，像这样的一个Changepoint能够为客户和其品牌提供哪些机遇？把脑海里跳出的想法带给客户….21发现了这个Changepoint或许可以让Heineken印度能够成功发展出一个全新的“绿色空间活动”系列，聚焦‘音乐’作为与年轻人的连接点。这些年轻受众极具影响力，十分需要也渴望更好地了解美国的流行文化22意识到观众中有相当一部分的人过着这种横跨两种不同文化的“双重”生活，或许MTV印度可以制作一个非常受欢迎的现实生活秀节目，介绍住在同一所房子里的五个聪明漂亮的印度年轻人是如何生活在双重文化的边缘、并打入华尔街和MountRoad的23发现了这个Changepoint或许可以建议寻找当地大型电信营运商与Nokia印度合作，成为Nokia的独家内容供应商，向Nokia手机用户提供美国的最新娱乐和及时资讯24BetterBriefs更好的工作简报BetterIdeas更好的想法LeveragingChange利用变化25日常的工作简报可缩放的重大新业务的比稿26目前的问题1：不符合标准的工作简报在我们的系统深处隐藏着无数个不合标准的Bates/141工作简报版本..27TheBriefBlahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahBlahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblah目前的问题2：乏味无聊的工作简报28我们的解决方法新的工作简报格式以及一些以变化为思考导向的新的分析工具帮助我们来完善29新的工作简报格式Simpleandsingleminded整个亚洲区统一标准仅一页具挑战性不是单纯地“打勾”意在发展出一个单一的、适用于各种媒体的idea创意性的表达，并可在全面的整合中运用30TheBrief-Whataresomepossiblemeanstoachievethis?Whatisthebrandessence?Whyareweproducingcommunications?-Whatarethecommunicationssupposedtodo?Whoarewetalkingtoandwhatdoweknowaboutthemthatwillhelp?Whatisthemainthoughtthatweneedtoexpress?31TheBriefWhatisthemainthoughtthatweneedtoexpress?StrategicPossibilities策略机会点Whatisthebrandessence?品牌精髓-Whyareweproducingcommunications?-Whatarethecommunicationssupposedtodo?-Whoarewetalkingtoandwhatdoweknowaboutthemthatwillhelp?发现阶段-魔方三角形发现阶段-homework-Whataresomepossiblemeanstoachievethis?以变化为核心的工具32Brandessence

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