Study on Advertising Agency Business Development Strategy in Taiwan–Case of Ogilvy & Mather Advertising Taiwan
Date Issued
2007
Date
2007
Author(s)
Wu, Mei-Chun
DOI
zh-TW
Abstract
Recent years, Taiwan advertising agency industry is facing significant challenge due to mass media environment changes, new media trend, media buying house taking away most commission from their revenue…, and etc. New the director competition is no longer advertising agency anymore. It includes media buying house, internet advertising companies, small advertising agency firm. These brutal facts caused Taiwan advertising agencies face tremendous business challenges including big loss on profit, people issue…, and etc.
Therefore, I used Ogilvy & Mater Advertising Taiwan as a case study to investigate Taiwan advertising agency industry and propose business development strategy. After 3 months of interview and study, the following are my suggestion:
1. Select diversified strategy.
2. Strengthen people development plan.
3. Enhance current client satisfaction and develop new clients.
4. Rethink the core value of advertising.
5. Capable to own the integrated communication plan for client.
6. Be aggressive to redefine the role of agency and avoid being downgraded as a follower.
7. Capable to do internet advertising and marketing campaign.
Subjects
360度傳播計畫
廣告代理商
integrated marketing communcation
advertising agency
Type
other
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