1. Ability to think globally from the customer's perspective. Put yourself in the customer's shoes and put forward the competitive strategy and the means to become bigger and stronger in its industry. Only when customers grow and develop can advertising companies grow and develop.
2. Attracting and retaining talents. It can attract the best talents conditionally, provide high-quality development space and self-growth, and make talents and teams feel a sense of belonging. So as to form a cohesive group against the market. Without falling apart and fighting each other.
3. Take advantage of the cross-border advantages of advertising companies to provide customers with new strategic plans and technical means to help customers improve their efficiency, expand their influence and effectiveness, so that the cooperation between the two sides will always be closely linked and win-win.
Bigger and stronger are two concepts. The author thinks that you can be stronger in some areas between a medium-sized advertising company with a scale of 1000 and a large advertising company with a scale of1000, but you can't compare with it in terms of funds, scale, management, cases, talents and resource acquisition. Of course, in the knowledge-intensive industry of advertising, it is difficult to be big, but it is relatively easy to be strong and big. You can be stronger, bigger and even surpass large advertising companies or groups in vertical segmentation.
From this, we can understand the ways to become bigger and stronger according to the development trend and present situation of the advertising industry. I will talk about my views according to my industry understanding.
First, from the corporate structure of world-renowned media groups, we can get a glimpse of the leopard.
(A) internationally renowned advertising group (source MBA think tank encyclopedia)
(1) Omnikon, the world's largest advertising communication group, has its main subsidiaries: BBDO, DDB, Li Daiai and Haoteng Media.
(2) Interpublic, the second largest advertising communication group in the United States, has main subsidiaries: McCann Guangming, Lingshi, Boda Bridge, Munro, Wanboshan Dewei PR and Gaocheng PR.
(3) WPP, the largest advertising communication group in the UK, belongs to Ogilvy & Mather; Mather, Ao & ampm), JWT (JWT), Yang Dian, Li Chuan Media, Shang Yang Media, Boya PR, David PR.
(4) Publicis Group, the largest advertising communication group in France, has its main subsidiaries: Publicis China, Shi Sheng Great Wall, Leo Boehner, Power Communication and Star Media.
(5) Dentsu, the largest advertising communication group in Japan, has its main subsidiaries: Dentsu Media, Dentsu Public Relations and BeaconCommunications.
(6) Hawass, the second largest advertising communication group in France, has main subsidiaries: Lexus Ocean, Media Planning Group and ArnoldWorldwidePartners.
(7) Jingxin Global, the most independent advertising communication group, has its main subsidiaries: Jingxin Advertising, GreyDirect, GCI, Leading Media and Anke Public Relations.
(8) Bobaotang, the most creative advertising group in Japan, has its main subsidiaries: Bobaotang Advertising is the second-ranked advertising communication group in Japan and the oldest advertising company in Japan. 1In September 1996, Shanghai Bobaotang Advertising Co., Ltd. was established as a joint venture with Shanghai Advertising Co., Ltd., and branches were established in Beijing and Guangzhou in 2000.
(9) Xu Tong, the third largest Japanese advertising communication group, with its main subsidiaries: Xu Tong Advertising and ADK Europe.
(2) Domestic advertising groups (from the Internet, excluding Internet advertising giants for the time being)
Provincial Radio and Television Group, Light Media, Beijing Future Advertising, CTV Jinqiao, Chang Rong, CTV Blue Ocean, CTV Bai Na, Focus Media, etc.
From the names of companies acquired and controlled by major advertising groups, we can know that the main business income of advertising groups comes from four categories: media agency business, advertising professional services, public relations business and IP authorization business. Among them, the largest sector is mainly the media sector (media agents, self-owned media, cooperative media, etc.). ) The largest share. The media sector is a capital-intensive industry with the characteristics of large investment, wide coverage and overall investment.
Therefore, if an advertising company wants to be big, it must have strong financial strength, strong media resources and strong team strength to achieve its goal.
Now that I know I want to be big, I know how to be big and how to be big.
(1) Make good use of Internet thinking: explosive products, capital thinking, price comparison strategy, etc.
(2) Pay attention to large-scale financing: If you want to obtain strong media resources, you need strong financial strength.
(3) Strengthen the combination strategy of M&A, holding and acquisition;
(4) Choose the online direction: With the low latency brought by 5G, video, Internet of Things and mobile Internet have become the focus of the target population.
(5) Innovative business model: Only a good business model can get rid of the current predicament. The main business of Internet companies is basically advertising revenue. If you want to expand media resources, you need to form advantages and complementary resources with Internet companies, so that they can't live without you.
How to become stronger?
(1) Select the vertical dominant field of subdivision.
(2) focus on this field and do it thoroughly.
(3) Strengthen the management system: the shortcoming of advertising companies is management. Strengthen the modern management system and introduce modern management concepts. Don't grow a beard, don't wear strange clothes, is the standard action of advertisers. They talked about the idea of "being an advertiser instead of being president". Advertising is an ordinary profession. Like other professions, it needs professionalism, professional ethics, process management and a suit to lead and face customers.
(4) Advocating the partner system: knowledge-intensive industries are suitable for the partner system.
(5) Innovative business model: Day-to-day competition and accurate data delivery standards enable advertising groups to fight for strength and price. Only by striving for service and professionalism can we base ourselves on society and serve our customers well.
(6) Customer-oriented: Only by doing every action and service in a down-to-earth manner can we win customers' respect and orders.
(7) Introducing practical talents: Advertising is the integration of science and art. In the service process, there must be both scientific professional services and artistic talents and mechanisms. The biggest advantage of practical talents is to ensure the communication effect of advertisements and meet the actual needs of contemporary enterprises.
In short, being bigger and stronger are two concepts, which require entrepreneurs to establish their own development direction and enterprise orientation according to their own advantages and competitiveness.
If we want to make advertising companies bigger and stronger, we need to base ourselves on the local market and go global.
That is to say, first develop yourself according to the national conditions and local conditions, and then establish your own database according to the concept of going global and market data, so as to establish the foundation for the world direction. Remember to remember the collection and classification of information products in the market information industry and lay a solid foundation in Pinggu, so as to be in line with the world.
At the same time, with China's entry into WTO and the current development speed of China's economic system, the future advertising industry will not only rely on the media to develop in China.
Strictly speaking, the future depends on the development of services.
That is to say, if you don't have your own media, you should provide a good media for your customers and have data as the basis to bring benefits to your customers.
What should I do if I take over an advertising company?
1. Focus on one area. Your field now is advertising, but what you need to think about is that you should do those advertisements well. 2. Form your team. Without knowing your management ability, your team needs at least two skills. One is good at advertising, which means you need technical support, and the other is management ability. You need someone to manage and unite your company.