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"To be the agency most valued by those who most value brands." This is the mission of the Ogilvy & Mather Group worldwide and it is our rallying cry in China. Everything we do centers around brands: how to bring them to life, build them, protect them and make them more profitable.
This is why in 1979, with the opening up of China, Ogilvy & Mather published the first advertisement in the Shanghai Wen Hui Bao on March 15th on behalf of Rado Watches. This is also why we first entered Mainland China in 1986 with a vision to become China's largest international integrated communications group focused on brands. Today we are living that vision. Ogilvy & Mather has set up operation offices in Beijing, Shanghai, Guangzhou, Fuzhou, Hong Kong and Taiwan, providing a full rang of professional services and strategic consulting for many prestigious domestic and international brands. At Ogilvy & Mather, we combine local strengths with a worldwide network to create powerful marketing campaigns that address the needs of the China market. With more and more clients becoming active in China, Ogilvy & Mather is the most international of local firms, and the most localized of international firms. In China, Ogilvy & Mather is a joint venture with China's largest and most renowned domestic advertising firm, Shanghai Advertising Company. Internationally, Ogilvy & Mather is a member of the WPP Group, one of the world's leading communications services groups, with 1,400 offices in 103 countries, providing national, multinational and global clients with services in advertising, media investment management, one-to-one communications, customer relationship management, digital communications, public relations and public affairs, branding and identity, healthcare and specialist communications. Through the WPP family, Ogilvy & Mather has access to industry leading expertise across the communications spectrum. OUR BELIEF IN BRANDS "A brand is a complex symbol. It is the intangible sum of a product's attributes, its name, packaging, and price, its history, reputation and the way it is advertised. A brand is also defined by consumers' impressions of the people who use it, as well as their own experience." David Ogilvy We believe a company's brand is its most precious asset. That's why for half a century, we have focused unrelentingly on brands. At Ogilvy & Mather, we have a mindset: we work not for ourselves, not for the company, not even for clients. We work for Brands. We see ourselves as Brand Stewards. We believe our role as 360 Degree Brand Stewards is this: creating attention-getting messages that make a promise consistent and true to the brand's image and identity. And initiating actions, both big and small, that deliver on the brand promise. To every audience that the brand has. At every brand intersection point. At all times. We believe our job is to help clients build enduring brands that live as part of consumers' lives and command their loyalty and confidence. 360 DEGREE BRAND STEWARDSHIPSM 360 Degree Brand Stewardship is a method for consistently managing the customer's experience of a brand, regardless of when, or where, the experience takes place. It is a set of beliefs, practices, and techniques for getting inside each brand we care for, and finding out what makes it tick. 360 DEGREE BRAND STEWARDSHIP CONSISTS OF THREE PRIMARY STAGES:
360 Degree Brand Stewardship improves relationships with customers, and helps clients select the optimal times for communicating with them. It creates new opportunities for businesses, and increases the value of brands and products. EXPERTISE TO DELIVER 360 DEGREE BRAND STEWARDSHIP To ensure we can deliver 360 Degree Brand Stewardship, within the Ogilvy & Mather Group we have individual marketing communication disciplines that perform specific marketing communication tasks. Together, these disciplines work synergistically to bring brands alive, driven by common Strategic Planning. OGILVY & MATHER ADVERTISING Ogilvy & Mather Advertising is one of the longest-established and the leading advertising agency network in China. Together with sister agencies RMG, Allied and Effort, we employ over 300 professionals in Shanghai, Beijing, Guangzhou and Fuzhou. SERVICES
OGILVYONE OGILVY INTERACTIVE China's leading, globally awarded Customer Management and Interactive Marketing Group with offices in Beijing, Shanghai and Guangzhou. OgilvyOne combines the art and science of marketing, providing data-driven creative communication solutions to its Clients. SERVICES: Consulting
Communications
OGILVYACTIVATION Integrated promotional and merchandising expertise through four regional offices and 16 hub offices, covering over 60 key cities across China with a resource pool of over 15,000 implementation personnel. SERVICES:
OGILVY PUBLIC RELATIONS WORLDWIDE; H-LINE OGILVY PUBLIC RELATIONS China's number one public relations consultancy with offices in Beijing, Shanghai and Guangzhou. Specialises in Technology, Health and Medical, Corporate and Finance, Public Affairs and Strategic Marketing practices. SERVICES:
The Brand Union One of the world's leading visual identity brand consultancies and the first to establish in China, with national headquarters in Shanghai. SERVICES:
MINDSHARE MindShare, a member of WPP, is one of the leading media companies in China, managing over RMB 3.7 billon in billings annually (billing source: RECMA 2002 Agency Ranking Report). MindShare employs more than 200 staff in Beijing, Shanghai, Guangzhou and Shenzhen. MindShare is China's largest investor in syndicated media research, spending over RMB 10 million per year. It is also the largest investor in proprietary media research and optimization tool development including 3D, AdNetwork and Drama Database. SERVICES:
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