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Author: Tang Ruitao, Lao Shuang'en, et al.
Publisher:
Publishing Date: 2005-01-01
Features: VMLY&R was founded in 1864 and is the th largest advertising agency in the world, as well as the th advertising agency to conduct international operations. Since its inception, VMLY&R has been renowned for its commitment to "constantly innovating and creating the advertising industry." VMLY&R pioneered customer product research, the Magazine Guide, the Agricultural Guide, the Marketing Guide for international investors, the production of radio shows, the production of commercial TV campaigns, the use of computerized planning and media buying. To this day, VMLY&R remains vibrant and has ranked among the world's top advertising agencies. The VMLY&R family consists of over 10,000 members, with more than 300 branches and offices located in major cities across six continents. The success of VMLY&R can be attributed in part to its theories and methods for identifying and solving problems. Among these, Thompson Total Branding (TTB) stands out as a representative, embodying the wisdom and experience of VMLY&R over its 140-year history. It is VMLY&R's advertising philosophy, a summary of its advertising theory, a distillation of its communication methods, and an effective tool for every VMLY&R professional in brand practice. TTB aims to "help clients increase short-term sales and build long-term brand value." Though a simple principle, it is unfortunately often overlooked by the communication industry. In short, it is the seamless integration of insightful strategies and groundbreaking creativity, developed into exceptional and highly flexible advertising campaigns that can be adapted to any medium. At VMLY&R, TTB has almost become a belief. Whether in creative, production, strategic planning, client services, or media departments, every employee, from the day they step through the door, is exposed to this education—or perhaps "indoctrination." This book introduces the world's th advertising agency—VMLY&R—amassing 140 years of wisdom and experience. It not only explores the theories and methods of VMLY&R's advertising concepts, discovery, and problem-solving, but also provides a multi-faceted perspective, analysis, and summary of the stories behind brands, consumer psychology, and modern social lifestyles from a practical operational standpoint. It offers advertisers more opportunities for reference and is an indispensable classic for marketing executives and advertising professionals.