Dentsu Advertising Company of Japan was established in 190 1, which is the largest advertising company in Japan.
Dentsu advertising in Japan has more than 3,000 customers, and three of Japan's top five automakers are Dentsu customers.
In the ranking of the world advertising companies in 2000 published by the American advertising magazine Advertising Times, Dentsu Japan topped the list with a profit of 2.432 billion dollars and a turnover of 65.438+0.6507 billion dollars.
As a world-class advertising company, Dentsu has been committed to the advertising industry.
The most fundamental problem of advertising communication is between people. The reason why Dentsu advertising in Japan has achieved the first success in the world is that it can always predict the development of the times and act boldly.
Now Dentsu's concept of "all-round communication service" (from advertising to promotion, public relations, cultural and sports activities, etc. ), also known as different in the world, always understands the real needs of customers and has the most advanced and cutting-edge knowledge and technical service capabilities.
Japan Bobaotang advertising company
Japanese company Bobaotang is the second-ranked advertising communication group and the oldest advertising company in Japan. 1895 was founded by Hironao Seki, and began to advertise for teaching magazines.
Bobaotang's book advertising business reached its peak in 1928, with the highest operating income in the industry and a monthly turnover of 600,000-800,000 yen.
At that time, the biggest competitor, Dentsu Advertising Company, the largest advertising company in Japan, had a turnover of only 45 yen.
During the period of 1937- 1944, Bobaotang acquired other agents and increased the types of business to get rid of the image of "book agent".
1960, Bobaotang entered the international market and introduced the American Commercial Commissioner (AE) system for the first time. In February 2002, Bobaotang merged with advertising companies Daiko and Yomiko to narrow the business gap with Dentsu ranked 1.
At the same time, the company has also formed a strategic alliance with Li Daiai, headquartered in the Netherlands, to expand its global business.
In 2002, Bobaotang ranked the eighth largest advertising communication group in the world with a revenue of US$ 86,654,380+billion.
And established a cooperative relationship with Lintas.
Ranked ninth in the world.
It has set up 53 offices around the world, covering 36 cities in 15 countries.
Bobaotang is the first full-service advertising company in Japan.
1975, Bobaotang boldly hired Michitaka Kondo, the former director of State Taxation Administration of The People's Republic of China, as the company's president, and began to strengthen the company's management system, introducing the concept of "marketing engineering", that is, integrating various marketing techniques and cooperating with market analysis to maximize advertising benefits.
And officially became the management policy of Bobaotang on 1982.
Under the leadership of Kondo, Bobaotang attaches great importance to "consumer orientation", adheres to the belief of marketing information collection and research, puts forward a marketing communication strategy based on "life", and provides comprehensive marketing, advertising and media ordering services from daily marketing activities to business areas with "all-round design partners" as the starting point.
Establish "Life Comprehensive Research Institute" to reshape the definition of "consumer" (Japanese generally refers to "impulsive buyer").
Kondo believes that consumers should be rational, so the more accurate name should be "Seikatsusha".
"Being alive" has become synonymous with "consumers".
During the period of 1993, Bobaotang won the Cannes Golden Lion Award and the annual award respectively for its Medelo camera and Nissin Instant Cup advertising, which attracted worldwide attention.
1993 and 1994, Bobaotang's operating income and profit ranked eighth and ninth respectively in the advertising era.
So far, Bao Botang has not expanded his business outside Japan.
Bobaotang advertisement is in China.
1995, Bobaotang set up an office in Beijing.
1996 Shanghai Bobaotang Advertising Co., Ltd. was established with Shanghai Advertising Co., Ltd. ..
1At the end of 998, Libo Newspaper Hall Beijing Branch was formally established in Beijing.
1996 September Bobaotang and Shanghai Advertising Co., Ltd. jointly established Shanghai Bobaotang Advertising Co., Ltd.
Since then, Bobo Tang, the second largest Japanese market in Asia, has started his trip to China.
With the growth of the company's performance over the years, we have set up branches in Beijing and Guangzhou with Shanghai as the center. Beijing covers North China, Shanghai covers East China and Central China, and Guangzhou is responsible for South China. We have basically established a China integrated integrated integrated communication service system of Bobaotang's global service network cooperation system.
At present, the total number of people in the three places has reached about 200.
Our main customers are Kao, Nissin, Panasonic, Honda, Wei Zhi, Shanghai Tobacco and NEC.
Theory and Technology of Bobaotang's "Living" Brand
Bobaotang's "Lifeman" brand theory is a complete brand theory system with the concept of "Lifeman" as the core, CNRS and global customary data analysis technology as the basis, and "Bobaotang brand management system, Bobaotang brand audit and brand contact point evaluation and management system" as the main content.
Bobaotang's "Living" Concept
"Only an advertising agency with a deep insight into people can provide the best service for customers", which is Bobaotang's unchanging business philosophy.
Bobaotang's concept of "living" came into being in the 1980s.
According to the explanation provided by Bobaotang Life Comprehensive Research Institute, "Sei-katsu-Sha" refers to the concept that consumers' lives are not just shopping or consumption, "Sei-Katsu" refers to life, "sha" refers to people, and "Sei-Katsu-Sha" refers to people who have lived their own lives, which not only covers the economic level of people as consumers, but also includes
The concept of "living" is broader than "consumer". Bo Tang Bao thinks that "the living" refers to you, me, him and all individuals.
From the perspective of economics, "consumers" are buyers of commodities, while "lifers" express people who have their own lifestyles, ambitions and dreams. There are not only brand consumers, but also groups that may become potential consumers.
Bobaotang hopes to establish a "strong brand" with customers by providing them with all kinds of knowledge and technology needed to establish the relationship between brands and people.
Therefore, Tang has expanded his vision to cultural, political, psychological, religious and other related aspects that can affect people's daily life changes.
Xu Tong, the third largest advertising group in Japan.
Asahi -DK (ADK) 1999, the third largest advertising group in Japan, acquired Dai-Ichi Kikaku advertising company, narrowing the business gap with Dentsu and Bobaotang. In overseas business, Xu Tong and WPP have reached a strategic cooperation.
In addition to the traditional advertising business, Xu Tong also provides customers with public relations, marketing and market research services.
In 2002, Xu Tong earned $339 million, making it the largest advertising and communication group in the world.
ADK entered China on February 1993 and established Shanghai Xu Tong Advertising Company with Shanghai Baiyi (Group) Co., Ltd. ..
Xu Tong is unique in that it is a rare Japanese advertising company managed by China, and its trade union organization and party branch make Shanghai Xu Tong look more like a local enterprise.
At present, the brands represented by the company mainly include Mitsubishi Motors, Jinjiang Kirin Beverage, Ricoh, pioneer electronics, Unijia (Sophie, Mommy Baby), Hitachi, Shiseido and Fuji.
As a result of localization, Xu Tong also acquired part of the business of Shanghai commercial giant Lianhua.
Xu Tong adheres to the business philosophy of "focusing on integrated marketing communication and effective advertising", and combines foreign technology with localized management to achieve stable and sustainable development. In 2002, the company won the only "National Excellent Foreign-invested Enterprise" award in Shanghai advertising industry.
Last year, the company's business scale increased to 65.438+0.45 billion yuan, and this year is expected to be 65.438+0.8 billion yuan; Compared with other 4A companies, Xu Tong's turnover rate has been very low.
Besides Shanghai Xu Tong, Xu Tong also owns two companies in Shanghai: First Planning and Shanghai Advertising Decoration Company.
Among them, the First Planning Department was acquired by the Japanese headquarters in Xu Tong as a whole, and the four companies opened by the First Planning Department in Shanghai, Beijing, Chengdu and Guangzhou were also included in Xu Tong.
At present, Xu Tong has 65,438+00 branches in China, 3 in Shanghai, 4 in Beijing, 2 in Guangzhou and 65,438+0 in Chengdu.
Judging from the development momentum, in two or three years, Shanghai is likely to become the headquarters of Xu Tong in China.