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An Introduction to TBWArouphina
TBWArouphina ,[object Object],[object Object],[object Object],TBWArouphina  incorporates  best in class specialists to deliver disruptive total brand strategies for clients across China.
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],TBWASnapshot Key China Clients 9.700 people, 258 offices, 75 countries
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Case Study: Belle Shoes
Case Study: adidas women ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
TEQUILASnapshot ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Some key China Clients
Case Study: Chivas ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
INTEGERnapshots ,[object Object],[object Object],[object Object],[object Object],INTEGERServices Retail related services includes: - Sales activation strategy - Disruptive creative development - Promoter management - Retail experiential marketing Our Key Global Clients Our China Clients
Case Study: Coors Light NFL Campaign Print  POSM Promo Banner Counter Card Cooler Bench Packaging Off-Premise  Channel Extension ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Agency.com Snapshot ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Key Global Clients: Key China Clients: Locations:
Case Study : Partylife.cn ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Auditoire Snapshot ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Key clients (China & global)
 
The slash is our rallying cry. The worldwide symbol that brings us together. Constantly pointing us toward the future. Challenging us to think not only about “what is” but also “what could be”. It connects the most Passionate,  creative minds In the world,  granting them the independence to  believe in their instincts and trust the magic It is a symbol of our prime skills.  Our ability to see and  define the possibilities of tomorrow,  and to transform a client’s future through the power of an idea. It is our diagonal lightning rod for change.
Our tools, our process, our philosophy Convention Disruption Vision
= Increasing market value/growth
Agency philosophy ,[object Object],[object Object],[object Object],[object Object],[object Object]
Agency offices in China
TBWAROUPHINA TBWArouphina incorporates best in class specialists to deliver disruptive total brand strategies for clients across China.
Signs of Excellence
TBWAorldwide - most creative network in the world TBWAas a network ranked 3rd overall most awarded for 2007 by The Gunn Report. As we win awards, so do our clients. Sony was ranked the 3rd most awarded advertiser, adidas was number 6, Skittles tied in 10 places, while McDonald’s tied for the 21st spot. Creativity Magazine has ranked TBWAWorldwide as the most creatively recognized network in the world in its 2007 Awards Report.
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Consistently one of China’s most awarded agencies
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Client satisfaction Source:  Grupo Consultants/R3 “2006 Agencies Image Study”
Disruption is based on the understanding of Chinese consumers
In touch with their pulse
Chinese segmentation study   (2007, TBWAhina , 5cities , 1200samples ) Individual Communal Competitive Self contained Breaking  Through 10.3% Pragmatists 13.0% Contented 10.9% Collective 14.2% Conservative 21.1% Status, Driven 9.9% Self-Enjoyed 20.7% Base:All respondents N=1200 YiChang
China beauty
[object Object]
Be cool
[object Object]
Shop marketing
 
The new affluent
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],broad-minded and curious people attendees of premium parties want to be different from others SOPHISTICATED HEDONISTS enjoying a luxury lifestyle
FASHION ADDICTS keeping up to date with latest fashion trends hedonists life loving social animals novelty seekers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Disruption in Practice
Disruption cases ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Beer Brand Communication Competition Analysis
Refreshing the common characters which all beer brands share in common The copy of “Refreshing” by competitors themselves has strengthened these concept, however,on the other hand, reduced the emotional impact to consumers . Would it be called beer if it’s not refreshing?
Refreshing as a brand personality cannot be owned by any one of the brand Refreshing   is not just for beer. Any products which contains peppermint or thirsty-relief are all refreshing. Refreshing itself cannot touch consumers’ heart anymore.  Every products which can be refreshing are all focus on communicate it’s   refreshing .
All beer brands seeks a different personality to represent a group or situation in communication Snowbeer - listeners to citizens’ words of hearts. Snowbeer knows your words of hearts and cheers up for you. Reeb - Shanghainese Reeb know well about Shanghai and Shanghainese. Reeb knows why you like Shanghai. Budweiser - happy time celebrators Chinese like to get together with friends and relatives. Budweiser is a good choice which gives you face. A FMCG brand which fractionize the market segmentation by specific target and situation will only have a smaller market share.
Beer brands ranked by price and distribution channels price image Every brand positioning itself by it’s price and distribution channels. The higher price, more premier it is. Vise versa.  Those 3 brands who face mass consumers (Suntory, Reeb, Snow)all have a series of products which could meet the needs of different price and market demand. From consumers’ perspective, it add the difficult of make choice, thus lost the brand loyalty.
This is a seriously assimilated and fractionized market… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Tbwa Presentation

  • 1. An Introduction to TBWArouphina
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  • 14. The slash is our rallying cry. The worldwide symbol that brings us together. Constantly pointing us toward the future. Challenging us to think not only about “what is” but also “what could be”. It connects the most Passionate, creative minds In the world, granting them the independence to believe in their instincts and trust the magic It is a symbol of our prime skills. Our ability to see and define the possibilities of tomorrow, and to transform a client’s future through the power of an idea. It is our diagonal lightning rod for change.
  • 15. Our tools, our process, our philosophy Convention Disruption Vision
  • 16. = Increasing market value/growth
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  • 19. TBWAROUPHINA TBWArouphina incorporates best in class specialists to deliver disruptive total brand strategies for clients across China.
  • 21. TBWAorldwide - most creative network in the world TBWAas a network ranked 3rd overall most awarded for 2007 by The Gunn Report. As we win awards, so do our clients. Sony was ranked the 3rd most awarded advertiser, adidas was number 6, Skittles tied in 10 places, while McDonald’s tied for the 21st spot. Creativity Magazine has ranked TBWAWorldwide as the most creatively recognized network in the world in its 2007 Awards Report.
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  • 24. Disruption is based on the understanding of Chinese consumers
  • 25. In touch with their pulse
  • 26. Chinese segmentation study (2007, TBWAhina , 5cities , 1200samples ) Individual Communal Competitive Self contained Breaking Through 10.3% Pragmatists 13.0% Contented 10.9% Collective 14.2% Conservative 21.1% Status, Driven 9.9% Self-Enjoyed 20.7% Base:All respondents N=1200 YiChang
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  • 38. Beer Brand Communication Competition Analysis
  • 39. Refreshing the common characters which all beer brands share in common The copy of “Refreshing” by competitors themselves has strengthened these concept, however,on the other hand, reduced the emotional impact to consumers . Would it be called beer if it’s not refreshing?
  • 40. Refreshing as a brand personality cannot be owned by any one of the brand Refreshing is not just for beer. Any products which contains peppermint or thirsty-relief are all refreshing. Refreshing itself cannot touch consumers’ heart anymore. Every products which can be refreshing are all focus on communicate it’s refreshing .
  • 41. All beer brands seeks a different personality to represent a group or situation in communication Snowbeer - listeners to citizens’ words of hearts. Snowbeer knows your words of hearts and cheers up for you. Reeb - Shanghainese Reeb know well about Shanghai and Shanghainese. Reeb knows why you like Shanghai. Budweiser - happy time celebrators Chinese like to get together with friends and relatives. Budweiser is a good choice which gives you face. A FMCG brand which fractionize the market segmentation by specific target and situation will only have a smaller market share.
  • 42. Beer brands ranked by price and distribution channels price image Every brand positioning itself by it’s price and distribution channels. The higher price, more premier it is. Vise versa. Those 3 brands who face mass consumers (Suntory, Reeb, Snow)all have a series of products which could meet the needs of different price and market demand. From consumers’ perspective, it add the difficult of make choice, thus lost the brand loyalty.
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