论文部分内容阅读
营销者说以前在广告公司,创意、媒介和数字各有分工,我们现在走的路,是把自己做得更数字化、媒介化。2015年,李奥贝纳在中国做了一个尝试:一改过去数字和非数字创意人各自为阵的工作方式,而是围绕着不同的客户和品牌,将数字与非数字的人才整合在一起,共同发想整合型创意方案,应对客户需求。不同领域的思想碰撞,让创意在数字和传统渠道的表现更加连贯,且更有影响力。对于整个团队来说,这个整合的过程略有痛苦,也给
Marketers say that in the past, advertising agencies, creativity, media and numbers each had a division of labor. The way we go now is to digitize and mediaize ourselves. In 2015, Leo Burnett made an attempt in China to change the way digital and non-digital creative people used to go their own way. Instead, they surrounded different customers and brands to integrate digital and non-digital talent , Together think of integrated creative solutions to meet customer needs. The collision of ideas in different fields allows creative performance to be more coherent and influential in both digital and traditional channels. For the whole team, the process of consolidation is a bit painful given