“To be valued by those who most value their brands”, Mr. Ogilvy is truly a genius and he wants his advertising “machine” to be one too! As the founder of the agency Ogilvy & Mather, Mr. David M. Ogilvy has created a world of advertisements, for advertisers.
Branding is the most important lesson learnt in Mr. Leonard Tan’s presentation; it is also the most important aspect of advertising. Mr. Tan is the Associate Business Director at OgilvyOne Worldwide and shares with the class his take on branding. A brand is how a consumer feels about a product / service, for example, a Louis Vinton (LV) purse means elegance and class to me. However, brands mean different things to different people, so a LV purse might be associated to being proud to another consumer. Brands have earned a place in the consumer’s heart and mind, making consumers brand loyal.
Working in OgilvyOne, Mr. Tan specializes on one-to-one communication. Being called the “conductor of the orchestra”, one-to-one client service proves to be demanding but rewarding. Mr. Tan and his team share the goal of building long term relationships with their clients, not just a single transaction. To be in client service, employees have to be “jack of all trades, master of most of them”. In addition, time management is critical in this competitive advertising world, as Mr. Tan said “you might have spent four months on a proposal, but once you are late to a client’s meeting you have lost the deal…it’s the nature of the beast!”
In today’s advertising scene, there is a power shift to the customer; advertisements are made based on their “needs” (which is different from what they “want”). Differentiating “needs” from “wants” is the first step advertising agencies have to make when they receive a project, and this is never easy. Agencies need to “unconvince” clients on their original wants, and then convince them of what is best for them – their needs. This concept was made clear to us when Mr. Tan talked about a Kit Kat case study. Ogilvy agency had to “unconvince” Kit Kat of their original advertising idea (which was a traditional print advertisement); into an outdoor advertisement which included converting a bus stop into a giant Kit Kat bar. This advertising campaign was a success and only used 8% of Kit Kat’s total budget! “It all comes down to the strategy”, said Mr. Tan, and I believe him! Always starting with the problem at hand and differentiating needs from wants are the two steps that cannot be missed in creating an advertisement.
I aspire to work in a well known advertising agency upon graduation and after Mr. Tan’s presentation; I am more confident of my career path! From now onwards, I will critique all advertisements that I come across, I will get myself involved and active in the advertising scene and start to develop my own brand!
Branding is the most important lesson learnt in Mr. Leonard Tan’s presentation; it is also the most important aspect of advertising. Mr. Tan is the Associate Business Director at OgilvyOne Worldwide and shares with the class his take on branding. A brand is how a consumer feels about a product / service, for example, a Louis Vinton (LV) purse means elegance and class to me. However, brands mean different things to different people, so a LV purse might be associated to being proud to another consumer. Brands have earned a place in the consumer’s heart and mind, making consumers brand loyal.
Working in OgilvyOne, Mr. Tan specializes on one-to-one communication. Being called the “conductor of the orchestra”, one-to-one client service proves to be demanding but rewarding. Mr. Tan and his team share the goal of building long term relationships with their clients, not just a single transaction. To be in client service, employees have to be “jack of all trades, master of most of them”. In addition, time management is critical in this competitive advertising world, as Mr. Tan said “you might have spent four months on a proposal, but once you are late to a client’s meeting you have lost the deal…it’s the nature of the beast!”
In today’s advertising scene, there is a power shift to the customer; advertisements are made based on their “needs” (which is different from what they “want”). Differentiating “needs” from “wants” is the first step advertising agencies have to make when they receive a project, and this is never easy. Agencies need to “unconvince” clients on their original wants, and then convince them of what is best for them – their needs. This concept was made clear to us when Mr. Tan talked about a Kit Kat case study. Ogilvy agency had to “unconvince” Kit Kat of their original advertising idea (which was a traditional print advertisement); into an outdoor advertisement which included converting a bus stop into a giant Kit Kat bar. This advertising campaign was a success and only used 8% of Kit Kat’s total budget! “It all comes down to the strategy”, said Mr. Tan, and I believe him! Always starting with the problem at hand and differentiating needs from wants are the two steps that cannot be missed in creating an advertisement.
I aspire to work in a well known advertising agency upon graduation and after Mr. Tan’s presentation; I am more confident of my career path! From now onwards, I will critique all advertisements that I come across, I will get myself involved and active in the advertising scene and start to develop my own brand!
No comments:
Post a Comment