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Strategicpossibilities簡報(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以下方式來達(dá)到這個目的：更好地了解亞洲、亞洲人、亞洲的風(fēng)俗和文化–過去的和現(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)重新思考聰明的營銷者會把這些變化及引起的關(guān)注轉(zhuǎn)變?yōu)榭衫玫膬?yōu)勢為什么要把注意力集中在變化上？5這也是我們潛在的競爭優(yōu)勢看看我們的競爭對手都有些什么…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)/營銷雜志獲取信息的狹隘世界中走出來要像一個有鉆研精神的記者那樣提問題訓(xùn)練自己在更為廣闊的世界里發(fā)覺事物的變化，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)生的變化識別一個重要/根本的變化–一個變化點(diǎn)（Changepoint）用它來啟迪、激發(fā)新的想法CPP幫助我們……9什么是Changepoint?AChangepointisafundamentalchangegoingonintheculturethatwecanusetoinspireandinformnewideasChangepoint是發(fā)生在社會文化層面的一個基本/重要變化，我們可以應(yīng)用它來激發(fā)、啟迪新的想法It‘smorethansimplya‘trend’.Itisamoresignificantmovementfromwhichtrendsemanate它不僅僅是一個“趨勢/潮流”，更是引發(fā)這種趨勢/潮流的動力源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，我雇傭了一個印度開發(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分鐘的時間（我仍然需要自己親自去開會，并且每天花幾分鐘的時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)氣好的話我會得到豐厚的額外收入，但同時我每個工作日的工作時間可能會超過5個小時

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)生的一些社會變化可能為客戶和他們的品牌帶來有意義的機(jī)會13Chennai市的美國化進(jìn)程如此的迅速、安靜，以至于許多Chennai市民都沒有來得及意識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“雙重生活”大批生活境遇蒸蒸日上的青年過著一只腳踏著傳統(tǒng)印度文化、另一只腳踏著美國公司的雙重生活這些人擁有高智商而且很富有，他們所帶來的影響遠(yuǎn)遠(yuǎn)超過他們的人數(shù)15（印度的）一家動畫公司為美國兒童制作動畫，節(jié)目通常在每周六早上播出。放射學(xué)家閱讀美國人的核磁共振片，程序員為（美國）中西部一整個州設(shè)計(jì)醫(yī)療補(bǔ)助資格程序的自動化進(jìn)程KatherineBoo,TheNewYorker

16Changepoint我的工作意味著我必須學(xué)習(xí)并緊跟美國的流行文化。這很棒，它可以開拓我的視野和思維但同時也令我經(jīng)常問自己：我是誰？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，對我來說更糟17AlreadywearehalfofthetimeinNewYork,justourbodiesareleftbehind

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

父母們害怕聽到在國人自給自足的甘地愛國主義教育灌輸下長大的兒女居然在打電話時假用美式口音說話KatherineBoo,TheNewYorker19我在干些什么平衡這兩個相矛盾的世界解決個人和家庭身份一致性的問題學(xué)習(xí)并應(yīng)付新的工作方式成功/壓力的自我經(jīng)營平衡傳統(tǒng)vs.未來20了解了這些，像這樣的一個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Changepoint或許可以讓Heineken印度能夠成功發(fā)展出一個全新的“綠色空間活動”系列，聚焦‘音樂’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的流行文化22意識到觀眾中有相當(dāng)一部分的人過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Changepoint或許可以建議尋找當(dāng)?shù)卮笮碗娦艩I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)用戶提供美國的最新娛樂和及時資訊24BetterBriefs更好的工作簡報(bào)BetterIdeas更好的想法LeveragingChange利用變化25日常的工作簡報(bào)可縮放的重大新業(yè)務(wù)的比稿26目前的問題1：不符合標(biāo)準(zhǔn)的工作簡報(bào)在我們的系統(tǒng)深處隱藏著無數(shù)個不合標(biāo)準(zhǔn)的Bates/141工作簡報(bào)版本..27TheBriefBlahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahBlahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblahblah目前的問題2：乏味無聊的工作簡報(bào)28我們的解決方法新的工作簡報(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完善29新的工作簡報(bào)格式Simpleandsingleminded整個亞洲區(qū)統(tǒng)一標(biāo)準(zhǔn)僅一頁具挑戰(zhàn)性不是單純地“打勾”意在發(fā)展出一個單一的、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

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