产品中心 广告周丨新兴市场的广告营业:全球品牌的风险链题目2021-09-14 22:47

——

2018年态度营销跟美国Advertising Week(广告周)达成内容互换战略配相符产品中心,旨在为读者带来全球市场营销、市场、广告和科技等走业的众元前沿资讯和国际性视角。

世界银走展望,非洲、拉丁美洲、中东和亚洲等发展中国家将在2018年周详推动全球经济添长,添幅为5.4%,别离超过美国和欧元区2.1%和1.7%。尽管发展中国家有这样益的机会,很众美国和欧洲的品牌发现照样很难突破市场,很众全球广告公司也还异国挑出世界级的创意来仔细对待这些新兴市场。

新京报快讯 截至8月21日14时,北京全市累计报告接种新冠疫苗人数突破两千万,达到2000.7万人,其中1846.24万人完成全程接种。18岁及以上常住人口全程接种率94.32%。12至17岁人群累计接种59.62万人,“第1剂”疫苗接种率超过九成,达到91.86%。 

新京报快讯  据“平安北京朝阳”微信公众号消息,  近日,朝阳公安分局接高瓴天成(北京)投资咨询有限公司报案,反映有人在网上散布其公司高管张某被限制出境的不实信息,对张某名誉和公司经营造成严重损失。接报后,警方依法开展调查,将涉案嫌疑人萧某春(男,50岁)抓获。经查,该人以炒股为业,为显示消息灵通、博取他人关注,编造上述虚假信息在网络社交平台发布,后被大量转发。目前,萧某春已被朝阳公安分局依法刑事拘留,案件正在进一步工作中。

9月2日至9月7日,2021年服贸会将在北京举办。本届服贸会展览展示面积约13余万平米,同时设置近200场峰会、论坛活动。作为全球服务贸易领域规模最大的综合性展会,服贸会已发展成为国际服务贸易领域传播理念、衔接供需、共享商机、共促发展的重要平台。为满足广大观众观展需求,即日起,观众可在线上平台预约购买门票。

其中一个大题目是很众发达国家广告、品牌公司的市场营销人员对发展中国家的文化异国益奇心。不晓畅对方文化产品中心,一致都将是纸上谈兵的大空话。肯尼亚流传着一个著名的乐话, “‘远大的白人救星’会飞过来通知非洲人,只有他们才能为非洲带来一个成功的品牌。然后,白人回到豪华的公司,以虚高的价格制作出与当地文化相悖的广告。”这篇文章将会从作者幼我通过说首,探讨全球品牌的广告在新兴市场遇到的瓶颈。

以下是全文:

My peripatetic upbringing, moving around Asia and Africa every year, clearly rubbed off on me professionally. I am not as Asian as the continent I was born into, nor as British as the boarding schools I went to, nor as American as my parents, nor as African as the people I employ today. I belong nowhere.

Yet I am incredibly interested in everywhere. So, it is probably of little surprise to those who know me best that I ended up accidentally founding a branding and advertising agency that helps globally-aspiring brands achieve a foothold in the high growth, emerging markets of my childhood.

The World Bank forecasts that Africa, Latin America, Middle East and Asia will drive global growth in 2018 with 5.4% expansion, outstripping predicted growth in the US and Eurozone at 2.1% and 1.7% respectively. Despite this opportunity, many American and European brands find it hard to break through in bleeding edge emerging markets and many of their global advertising agencies are yet to get serious about providing world class creative and strategy in such markets.

The World Bank forecasts that Africa, Latin America, Middle East and Asia will drive global growth in 2018 with 5.4% expansion, outstripping predicted growth in the US and Eurozone at 2.1% and 1.7% respectively.

Africa offers marketers potential access not only to the next billion consumers, but to the last billion consumers. Epic, continental, growth will never happen again once brands have conquered Africa. McKinsey predicts that the value of Africa as a market will increase in value to $400bn by 2020. So, the opportunity for western companies to seed their brands in new and fertile soil is huge.

But so is the opportunity for companies in emerging markets to take their brands beyond borders. Look at most lists of top 100 global brands today and you will see that 90% of the world’s most valuable brands are Western. Of the 10% that are non-Western, all are East Asian, mostly Japanese and Chinese. Whilst a handful of Japanese brands have been in on the various lists for many years, the Chinese brands are recent additions and gaining ground each year. But what will it take for an Indian, Indonesian, Rwandan or Kuwaiti brand to make it into the top 100?

Look at most lists of top 100 global brands today and you will see that 90% of the world’s most valuable brands are Western.

The era of American corporate and global brand dominance is coming under fire from exciting new companies with their origins in the East. So far China and India, so reliant on their own vast domestic markets, have been poor at exporting their brands. But the Middle East, with its investment in technology, tourism, real estate, destination brands and gold standard airlines, feels poised to begin exporting world class brands. Africa is hothousing many increasingly pan-African brands some of which, I believe, will become successful global players in the next decade. South East Asia, Latin America and Eastern Europe are already creating brands that are becoming household names around the world.

Yet the barriers to entry for Western agencies looking to do serious business in some of these markets are considerable. Fear and ignorance, sadly, top the list. Some people in London and New York are afraid of the world. I was sitting recently with an ex-Goldman Sachs banker who, upon hearing my strategy for going into ‘bleeding edge’ emerging markets, asked how many years of risk assessment I undertook before setting up in a market. I fell off my chair laughing. If she could only have seen us taking laptops out of boxes in a serviced office and hiring a team and starting work within five days of being awarded a contract in Bahrain. And Muscat. And Juba, in the midst of the civil war. Yes, we evacuated the office twice. But we didn’t hesitate to set it up in the first place. There are benefits to working for oneself. I could never have got WPP to sign off on my trip to Baghdad outside of the Green Zone. Although, if I had been working for a big agency I probably would have had a PA who would not have let me forget to take my visa with me to Iraq (but that’s a whole other story). Since our inception, we have donned our hijabs and worked in Saudi, been in car crashes in Chad, gone to work on the back of pickup trucks with goats in Arusha, Tanzania, had people set fire to our film sets in South Sudan, conducted research in the slums of Nairobi, been shot at in Beirut, drunk super premium rums in Hong Kong, and done our very best to gain a little cultural understanding along the way.

Not everyone in an office in London or Paris or Columbus, Ohio is culturally curious. Yet, much to the annoyance of many clients in emerging markets, most are happy to pontificate about their branding expertise. The Kenyans laugh, bitterly, about the “Great White Saviours” who fly in and tell the Africans that only they can build a brand for them. Then they go back to their studios in Soho and churn out wildly culturally-inappropriate ads at inflated prices.

The next ten years will mark the last great expansion of brands into the least known corners of the world.

None of us really understand other cultures until we inhabit them for a bit. At Seven, we try to know that about ourselves and ask questions and learn and set up local teams who can advise us not to put bikini-clad women drinking cocktails with their pet Chihuahua into ads for Saudi Arabia. My team are all amateur anthropologists. We are incredibly interested to learn how differently youth order booze in bars in Dar Es Salam (they order bottles of spirits for the table rather than drinks for the individual), how banks are designed around the uber rich in Singapore (with waiting areas for the servants), how billboard ads are designed not to offend conservative women in Saudi (the models don’t make direct eye contact with the viewer in case she is female) and where rich people in the capital of Angola go for dinner on a Saturday night (Johannesburg, South Africa… there is nowhere for them to spend their diamond wealth in Luanda).

With increasing regional transparency, stability and democracy helping these countries emerge, the need for super smart branding and advertising that understands how different consumers are around the world has never been greater. The next ten years will mark the last great expansion of brands into the least known corners of the world. And it will see brands emerging from the most unexpected places. And Seven hopes to play a useful part in all of this, helping our global clients connect with local consumers, helping local brands go global and helping me spend time where I feel most at home… everywhere.

注:以上文章经授权转载自AW360产品中心。


Powered by 新利app全站 - 首页 @2013-2021 RSS地图 HTML地图