BATES廣告公司的培訓(xùn)

議程概述Introduction發(fā)現(xiàn)Discovery三角形Triangles策略機(jī)會(huì)Strategicpossibilities簡(jiǎn)報(bào)Brief21：概述3找出、詮釋并利用這些所發(fā)生的變化，為我們的客戶、公司創(chuàng)造利益我們的目的我們通過(guò)以下方式來(lái)達(dá)到這個(gè)目的：更好地了解亞洲、亞洲人、亞洲的風(fēng)俗和文化–過(guò)去的和現(xiàn)在的-思考這些因素如何相互作用，發(fā)展并改變消費(fèi)者的生活4Changecreatesnaturalmomentsofre-evaluationinthemindsofconsumers

變化會(huì)在消費(fèi)者的腦海中引起關(guān)注、從而引發(fā)重新思考聰明的營(yíng)銷者會(huì)把這些變化及引起的關(guān)注轉(zhuǎn)變?yōu)榭衫玫膬?yōu)勢(shì)為什么要把注意力集中在變化上？5這也是我們潛在的競(jìng)爭(zhēng)優(yōu)勢(shì)看看我們的競(jìng)爭(zhēng)對(duì)手都有些什么…InternalProcessDisruption -TBWA360-OgilvyTotalbranding

-JWTLovemarks

-Saatchi&SaatchiSuperlativesTheWork, thework, thework

-BBDOEnemyof theordinary

-DDBStructure大部分的亞洲廣告公司更精煉更有進(jìn)取(aggressive)更快速高效更才思敏捷宏觀世界/外部世界Leveraging change利用變化6我們必須在洞察環(huán)境方面做得更好從由行業(yè)/營(yíng)銷雜志獲取信息的狹隘世界中走出來(lái)要像一個(gè)有鉆研精神的記者那樣提問(wèn)題訓(xùn)練自己在更為廣闊的世界里發(fā)覺(jué)事物的變化，并令它為我們的客戶和品牌所用7Macro-economicChange宏觀經(jīng)濟(jì)變化Businesschange行業(yè)變化ConsumerChange消費(fèi)者變化CulturalChange文化變化Socio-politicalChange社會(huì)政治變化TechnologicalChange技術(shù)變化LegislativeChange法律變化8積極洞察外部環(huán)境所發(fā)生的變化識(shí)別一個(gè)重要/根本的變化–一個(gè)變化點(diǎn)（Changepoint）用它來(lái)啟迪、激發(fā)新的想法CPP幫助我們……9什么是Changepoint?AChangepointisafundamentalchangegoingonintheculturethatwecanusetoinspireandinformnewideasChangepoint是發(fā)生在社會(huì)文化層面的一個(gè)基本/重要變化，我們可以應(yīng)用它來(lái)激發(fā)、啟迪新的想法It‘smorethansimplya‘trend’.Itisamoresignificantmovementfromwhichtrendsemanate它不僅僅是一個(gè)“趨勢(shì)/潮流”，更是引發(fā)這種趨勢(shì)/潮流的動(dòng)力源10

城里最好的一份工作在Chennai生活,在華爾街工作運(yùn)用CPP思考程序的案例11大約一年前，我雇傭了一個(gè)印度開(kāi)發(fā)員為我工作。我做這份工作的報(bào)酬是$

67,300,而我只需支付$12,000雇傭他替我做這份工作他非常高興能夠得到這份工作。而我也很高興，因?yàn)檫@樣我每天只需在這份工作上花90分鐘的時(shí)間（我仍然需要自己親自去開(kāi)會(huì)，并且每天花幾分鐘的時(shí)間同我的印度搭檔談?wù)劤绦蚓幋a方面的工作）我的雇主以為我剩下的時(shí)間是在進(jìn)行遠(yuǎn)程交流/辦公，他們很高興讓我這樣做，因?yàn)槲业墓ぷ鳟a(chǎn)量比其他的同事高出很多現(xiàn)在我正在考慮再找第二份工作，而且用同樣的辦法進(jìn)行。運(yùn)氣好的話我會(huì)得到豐厚的額外收入，但同時(shí)我每個(gè)工作日的工作時(shí)間可能會(huì)超過(guò)5個(gè)小時(shí)

PostingatSlashdot(02.04.04),reportedbyDanPink12印度東海岸的Chennai市已成為印度人才外輸?shù)闹行?/p>

隨后所產(chǎn)生的一些社會(huì)變化可能為客戶和他們的品牌帶來(lái)有意義的機(jī)會(huì)13Chennai市的美國(guó)化進(jìn)程如此的迅速、安靜，以至于許多Chennai市民都沒(méi)有來(lái)得及意識(shí)到或捕捉到他們的文化和城市表面（景象）所發(fā)生的變化KatherineBoo,TheNewYorker14Living‘DoubleLives’

過(guò)“雙重生活”大批生活境遇蒸蒸日上的青年過(guò)著一只腳踏著傳統(tǒng)印度文化、另一只腳踏著美國(guó)公司的雙重生活這些人擁有高智商而且很富有，他們所帶來(lái)的影響遠(yuǎn)遠(yuǎn)超過(guò)他們的人數(shù)15（印度的）一家動(dòng)畫(huà)公司為美國(guó)兒童制作動(dòng)畫(huà)，節(jié)目通常在每周六早上播出。放射學(xué)家閱讀美國(guó)人的核磁共振片，程序員為（美國(guó)）中西部一整個(gè)州設(shè)計(jì)醫(yī)療補(bǔ)助資格程序的自動(dòng)化進(jìn)程KatherineBoo,TheNewYorker

16Changepoint我的工作意味著我必須學(xué)習(xí)并緊跟美國(guó)的流行文化。這很棒，它可以開(kāi)拓我的視野和思維但同時(shí)也令我經(jīng)常問(wèn)自己：我是誰(shuí)？我該如何適應(yīng)工作以外的世界？家人也質(zhì)疑我的這份工作，對(duì)我來(lái)說(shuō)更糟17AlreadywearehalfofthetimeinNewYork,justourbodiesareleftbehind

我們一半的時(shí)間已經(jīng)用在紐約，而留下的只是我們的肉體TeleSalesManager,Chennai18

父母?jìng)兒ε侣?tīng)到在國(guó)人自給自足的甘地愛(ài)國(guó)主義教育灌輸下長(zhǎng)大的兒女居然在打電話時(shí)假用美式口音說(shuō)話KatherineBoo,TheNewYorker19我在干些什么平衡這兩個(gè)相矛盾的世界解決個(gè)人和家庭身份一致性的問(wèn)題學(xué)習(xí)并應(yīng)付新的工作方式成功/壓力的自我經(jīng)營(yíng)平衡傳統(tǒng)vs.未來(lái)20了解了這些，像這樣的一個(gè)Changepoint能夠?yàn)榭蛻艉推淦放铺峁┠男C(jī)遇？把腦海里跳出的想法帶給客戶….21發(fā)現(xiàn)了這個(gè)Changepoint或許可以讓Heineken印度能夠成功發(fā)展出一個(gè)全新的“綠色空間活動(dòng)”系列，聚焦‘音樂(lè)’作為與年輕人的連接點(diǎn)。這些年輕受眾極具影響力，十分需要也渴望更好地了解美國(guó)的流行文化22意識(shí)到觀眾中有相當(dāng)一部分的人過(guò)著這種橫跨兩種不同文化的“雙重”生活，或許MTV印度可以制作一個(gè)非常受歡迎的現(xiàn)實(shí)生活秀節(jié)目，介紹住在同一所房子里的五個(gè)聰明漂亮的印度年輕人是如何生活在雙重文化的邊緣、并打入華爾街和MountRoad的23發(fā)現(xiàn)了這個(gè)Changepoint或許可以建議尋找當(dāng)?shù)卮笮碗娦艩I(yíng)運(yùn)商與Nokia印度合作，成為Nokia的獨(dú)家內(nèi)容供應(yīng)商，向Nokia手機(jī)用戶提供美國(guó)的最新娛樂(lè)和及時(shí)資訊24BetterBriefs更好的工作簡(jiǎn)報(bào)BetterIdeas更好的想法LeveragingChange利用變化25日常的工作簡(jiǎn)報(bào)可縮放的重大新業(yè)務(wù)的比稿26目前的問(wèn)題1：不符合標(biāo)準(zhǔn)的工作簡(jiǎn)報(bào)在我們的系統(tǒng)深處隱藏著無(wú)數(shù)個(gè)不合標(biāo)準(zhǔn)的Bates/141工作簡(jiǎn)報(bào)版本..27TheBriefBlahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahBlahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblah目前的問(wèn)題2：乏味無(wú)聊的工作簡(jiǎn)報(bào)28我們的解決方法新的工作簡(jiǎn)報(bào)格式以及一些以變化為思考導(dǎo)向的新的分析工具幫助我們來(lái)完善29新的工作簡(jiǎn)報(bào)格式Simpleandsingleminded整個(gè)亞洲區(qū)統(tǒng)一標(biāo)準(zhǔn)僅一頁(yè)具挑戰(zhàn)性不是單純地“打勾”意在發(fā)展出一個(gè)單一的、適用于各種媒體的idea創(chuàng)意性的表達(dá)，并可在全面的整合中運(yùn)用30TheBrief-Whataresomepossiblemeanstoachievethis?Whatisthebrandessence?Whyareweproducingcommunications?-Whatarethecommunicationssupposedtodo?Whoarewetalkingtoandwhatdoweknowaboutthemthatwillhelp?Whatisthemainthoughtthatweneedtoexpress?31TheBriefWhatisthemainthoughtthatweneedtoexpress?StrategicPossibilities策略機(jī)會(huì)點(diǎn)Whatisthebrandessence?品牌精髓-Whyareweproducingcommunications?-Whatarethecommunicationssupposedtodo?-Whoarewetalkingtoandwhatdoweknowaboutthemthatwillhelp?發(fā)現(xiàn)階段-魔方三角形發(fā)現(xiàn)階段-homework-Whataresomepossiblemeanstoachievethis?以變化為核心的工具32Brandessence

品牌精髓Attributes屬性Benefits利益點(diǎn)Makemelook讓我看起來(lái)Makemefeel讓我感覺(jué)Support支持