麥當勞因“I/39/驚奇”榮獲媒體創意金獎

     可口可樂的別稱瓶創意贏得了整個獎項。

     JEEP Juvetus Chia Bak wis Gold Award for small Budget

     Afie獎在市場營銷和傳播方面被稱為“奧斯卡獎”。Afee獎匯集了來自國內外和海峽兩岸的營銷溝通和廣告業主。本文通過對212例年度艾菲獎獲獎案例的分析，回顧了當時中國市場營銷的六大明顯趨勢。

     與去年相比，參加Afie獎的人數增加了20%，報告的案件數量增加了15.5%。參與者的數量幾乎涵蓋了大中華區所有最強大的品牌、營銷和傳播機構。其中新參展公司77家，注冊品牌403家，廣告參展者388家。經過網絡審查和監督，共有200多起案件通過這一過程成功入圍。

     通過對212例Afie獎案例的分析，得出當時中國市場營銷存在六種明顯趨勢的結論。也就是說，消費者坐在董事會上，成為消費者的首席執行官；多平臺、全方位的整合營銷；從功能到情感的創造性轉變；小預算、大創意也可以獲得很大的回報；所有漂亮的外套都需要內容的支撐；大品牌需要注重社會價值。

     消費者坐在董事會上，成為首席消費者官。

     'We eed to be close to cosumers ad uderstad their aspiratios or disappoitmet, 'said Zhuag Shufe, Ogilvy Greater Chia Chief Executive. This uderstadig caot be based solely o data. There is a methodology withi Ogilvy called "fusio Itegratio": idetify all the worries, cocers ad desires of all customers i the purchase process. With the key poits of huma ature, to thik about what kid of iformatio he eeds at this time, through what chaels, to help brad merchats clear cosumer iformatio, so as to formulate cotet strategy.

     What is good marketig SuXiog, vice presidet of the Asia 廣告 Alliace, believes that good marketig is to fid out what cosumers wat ad what they like ad offer it to them. Zhou Yi, vice presidet of marketig at IBM Chia, said that i the big data era, cosumers sat o the board of directors ad became chief cosumer officers. The highest level of marketig is to produce PULL, rather tha differet PUSH.

     多平臺、全方位集成營銷