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今年,智威汤逊被《媒体杂志》评为2002年度亚太区最佳广告公司。在人才管理方面,智威汤逊在一个高流动率的行业里保持着低于10%的流动率,被誉为人员流动率最低的广告公司:在创意上他们更是硕果累累,中国广告节、纽约广告节、时报世界华文广告大赛等奖项均有收获,香港4A 创意奖上获得了最佳创意大奖,龙玺广告节中更是中国地区获奖最多的广告公司。而在三年前,他们还为财务、人员流动,资源匮乏等问题所困扰。究竟是什么力量使得这一切发生了如此之大的改变?在上海嘉里中心32层的白云深处,我们采访了智威汤逊的东北亚区总经理唐锐涛先生-TOM DOCTOROFF。希望通过与他的一番谈话,能够找到我心中的答案。与 TOM 的对话是关于“洞察”的历程。他在管理文化中寻找洞察;在与客户的合作中寻找洞察;在本地市场寻找消费洞察;在人性中寻找洞察……作为广告人,他拥有一个管理者的胸襟与远见,理性,睿智;作为管理者,他富有广告
This year, JWT was voted by Media Magazine as the 2002 Asia Pacific Best Advertising Agency. In terms of talent management, JWT maintains a turnover rate of less than 10% in a high-turnover industry and is hailed as the lowest-turnover advertising company: creatively, they are fruitful, and the China Advertising Festival, New York Festival, Times World Chinese Advertising Contest and other awards. The Hong Kong 4A Creative Award won the Best Creative Award and the Longxi Advertising Festival is the most award-winning advertising company in China. Three years ago, they also plagued the financial, mobility and lack of resources. What exactly made such a big change? In the deep white clouds of 32 floors in Shanghai Kerry Center, we interviewed Tang Ruotao, general manager of JWT Northeast Asia, Tom DOCTOROFF. I hope through some conversation with him, can find the answer in my heart. Dialogue with TOM is about “insight”. He looks for insight in the management culture; looks for insights in working with clients; looks for consumer insights in the local market; looks for insights in humanity ... As an advertiser he has a manager’s vision and wisdom and wisdom; Manager, he’s rich in advertising