环境在变化,挑战在增多,创建和维持品牌的成本在不断提高,与此同时消费者对品牌的忠诚和追随却在不断下降。如何准确地建立品牌?如何有效地管理品牌?如何挖掘品牌的潜力?我们来到了 FCB 博达大桥广告公司。其大中华区主席及行政总裁谢伟权先生接受了《中国广告》杂志记者的采访。在其上海分部的会议室内,作为 AE 出身的谢伟权在这方面有他的独到见解。问:做为一个有着多年经验的公司,您觉得怎样才能管理好品牌,成为一个好的广告公司?谢:我觉得管理首先要从自身抓起,只有管理好自己,才能更好地为客户服务。FCB 的管理信念就是,首先,要拥有国际广告及本地市场经验的亚洲人员管理层。其次,聘用本地员工以帮助加深了解本地文化,第三,我们有个人 As the environment changes and challenges rise, the cost of creating and maintaining a brand is on the rise, while consumer loyalty and follow-up to the brand is declining. How to build a brand accurately? How to effectively manage the brand? How to tap the potential of the brand? We came to the advertising company FCB Beida Bridge. Its Chairman and Chief Executive Officer, Greater China, Mr. Tse Wai-kuen accepted an interview with “China Advertising” magazine reporter. In his Shanghai branch conference room, Xie Weiquan, who came from AE, has his unique view in this respect. Q: As a company with many years of experience, how do you manage a good brand and become a good advertising company? Xie: I think management should start with itself and only manage yourself to better serve its clients. . The management beliefs of FCB are, firstly, the management of Asian people who have international advertising and local market experience. Second, we hire local staff to help deepen our understanding of local culture. Third, we have individuals