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入世在即,中国广告人都在关注着一个事关重大的问题,中国7万多家广告公司,如何才能做大做强?中国的本土广告公司除了抵御“狼”的“入侵”外,如何才能繁育出自己的“狼群”,成为驰骋国际疆场的跨国广告公司呢? 综观全球排名前30名跨国广告公司的成功之路,有两个现象值得引起我们的关注。一个是文化经营,另一个是资本运作。一些跨国广告公司执着地、持之以恒地经营着自己的企业文化。这些公司的共同点是历史长,文化积淀深厚,善于对外传播公司的理念和文化,有享誉国际的广告大师。如世
As China’s WTO accession is concerned, Chinese advertisers are paying attention to a major issue. How can more than 70,000 Chinese advertising agencies be bigger and stronger? How can China’s domestic advertising companies not only defend against the invasion of the “wolf” Bred out of their own “wolves” to become a multinational advertising company to ride the international battlefield? Looking at the world’s top 30 multinational advertising company’s success, there are two phenomena deserve our attention. One is cultural management, the other is capital operation. Some multinational advertising company persistently, persevere in operating their own corporate culture. What these companies have in common is a long history, profound cultural heritage, good at spreading the company’s philosophy and culture, and an internationally acclaimed advertising master. Such as the world