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This is the first part of this report in order to give an overview for the advertising agency which I interned.
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Ogilvy Qingdao Office
Agency OverviewInternship Experience Report
Advertising Professional Practice II
Unless your advertising contains a big idea, it will pass like a ship in the night.’’ David Ogilvy
“
Ran YuInternship Experience ReportAdvertising Professional Practice II
WHERE I UNDERTOOK MY INTERNSHIP
During the summer holiday in 2012, I secured a 21 days advertising internship from 31 December 2012 to 28 January 2013 in Qingdao in a local office of the largest American advertising agency in China. Raynet Ogilvy is part of the Ogilvy & Mather’s network.
In the following pages, I will introduce my interned agency in terms of its structure, culture and its core competency with reference to their sucessful works. Also the bigger picture of Chinese advertising industry will be presented .
OgIlvY QINgDaO Of-fice’s UniQUe cOmpe-TENcY
Ran YuInternship Experience Report
Advertising Professional Practice II
“Only first class business, and that in a first class.” David Ogilvy
Ran YuInternship Experience ReportAdvertising Professional Practice II
Qingdao Office
OgIlvY IN cHINa
In 1948, David Ogilvy set up his first advertising agency in New York. After several decades, Ogilvy & Mather aggressively entered the Chinese advertising market and became the largest advertising company in mainland China. The American company integrated the Chinese market into its new business and grew specific brands such as Raynet Ogilvy.
Now, Ogilvy is the largest advertising agency in Greater China employing over 2,400 staff across 29 offices in 18 markets, spanning from first to third tier cities. http://www.ogilvy.com.cn
Ran YuInternship Experience Report
Advertising Professional Practice II
OgIlvY QINgDaO OffIcE
Ran YuInternship Experience ReportAdvertising Professional Practice II
I interned at Raynet Ogilvy Qingdao Office, Shandong Province, China. This advertising agency’s sole client is the Group.
Group is a leading global home appliance & furnishing supplier. It was founded in Qingdao in 1984 and has today’s 61 global trade companies, 21 industrial parks and approximately 80,000 employees across 100 countries and regions. In 2012, Haier achieved an annual turnover of 163.1 billion yuan (over 27 billion Australian dollars). http://www.haier.net/en/
Ogilvy invested in the potential of this significant client and set up its Qingdao office to help Haier promote their new high-end global brand
The collaborative ‘corporate culture’ was encouraged between Ogilvy’s employees and their clients when this agency was set up. Ogilvy admires its employees’ collaboration and communication. Meanwhile, it is easy to observe that both speaking confidently and listening patiently are seen as an important part of the professional standards in the workplace. Candor is treated as a virtue within this agency.
People take their work seriously. They work hard in a fast-paced office which has a strong work ethic with employees frequently staying overnight. The company values its employees and supplies complimentary food and drink. Meanwhile there are recreational facilities such as billiards to refresh people’s minds.
OgIlvY QINgDaO: OffIcE cUlTURE
An atmosphere of ferment and innovation. David Ogilvy
”“
Ran YuInternship Experience Report
Advertising Professional Practice II
agENcY STRUcTURE
Ogilvy Qingdao Office mainly consists of a creative and an accounts department. They rent two levels of an office building opposite to the Hair group’s marketing department.
Within the office, there are over twenty full-time employees who usually work seven days a week. The collaboration between the creative and accounts department is extremely tight with
meetings across the two departments held daily.
Usually, the brief comes from Haier Group marketing department to Ogilvy’s account side. Account directors holds meetings with the supervisors, planners and account executives. They work on the considerations based on a strategy and figure out what should be finished by the
creative department.
The creative task is very clear. The creative department always works on the brief that has been finalised by the accounts department. Creative directors and copywriters work together
brainstorming and then come up with the draft demonstrations of their ‘big idea’.
The media plan is sent off to the Qingdao office, because Ogilvy oversees all resources within its global agencies, including advertising, media, and R & D (research and development) centers. The process of strategy planning flows through Ogilvy’s networks across the world. Therefore,
many aspects of the media plan and production are completed by other offices or agencies which are specialised in their field.
Ran YuInternship Experience ReportAdvertising Professional Practice II
Ogilvy QingdaO: Office’s UniQUe cOmpetency
Ogilvy Qingdao Office believes that both creativity and its related effects are powerful for its client. They execute their creative ideas successfully into real advertisements
including Above the Line and Below the Line practice. Ogilvy is the world largest digital agency that creates new platforms for its sister offices, in order to involve innovation in
their execution.
Moreover, Qingdao Office was set up particularly to target the Haier Group, so they understand their client comprehensively and thoroughly. I found that some employees
within Qingdao Office are specialists in the industry of home appliance. They have collaboratively worked with Haier’s marketing manager and engineers for more than
three years. Ogilvy Qingdao Office plays a reliable and credible role for their business and has also achieved its impressive turnover figures in the advertising industry.
Ran YuInternship Experience ReportAdvertising Professional Practice II
THEIR DEvElOPMENTS
This is an overview for Haier
Casarte’s new products
launch campaign which was
successfully released in 2012.
The print advertisements that
has been demonstrated in
this document is only a part
of the strategy. The image of a
stylish, gracful, artful and hybrid
portraits of Haier’s high-end
brand Casarte is successfully
conveyed through this
campaign.
Advertising agency:
Ogilvy Qingdao Office
Creative director: Ligang You
Art director: Yang Wang
Copy writer: Huaifeng Bie
Client: Haier Casarte
Ran YuInternship Experience ReportAdvertising Professional Practice II
Advertising agency:
Ogilvy Qingdao Office
Creative director: Ligang You
Art director: Yang Wang
Copy writer: Huaifeng Bie
Client: Haier Group
THEIR DEvElOPMENTS
This TVC was released during
Chinese winter in 2012 in order
to promote an innovative brand
image for Haier Group. The
strategy behind this campaign
is to demonstrate Haier
Group’s global leading position
with achieving on modern
technology across R&D centers
all over the world .
Ran YuInternship Experience Report
Advertising Professional Practice II