Pony Song: 4A layoffs and advertising company outlook

The golden age of China's advertising industry is probably from 1990 to 2000, while 2000-2005 is the golden age of real estate advertising. When I entered the advertising company, but caught the end of a passionate burning years, even though the fire is still flourishing, but also is going to extinguish the ashes. The mainstream of Chinese traditional advertising companies from the introduction of Western advertising and reference, the majority of well-known mainland advertisers from the international Advertising Company's China division. Only a handful of companies, such as Maozhong, China and China, have grown up in the experience of local enterprises. 4 A to China's gold rush most of the international customers from its services have come to China, which brings excellent creativity, perfect flow, complete strategy tools and a large number of advertising cases, so that Chinese local advertisers quickly grow up. But 4 a advertising in China's life is not easy, in addition to a small number of companies such as Ogilvy expansion, most of the 4 A in China has not been profitable, perhaps to make money only those overseas executives, the millions of tens of millions of million annual salary in China's carefree. The so-called desire to train the Chinese market by burning money is gradually fragmented under the impact of the Internet, 4 a company's conservative style makes it slow and inefficient in new business development. In the rise of interactive advertising, 4 A also do not have a good grasp of the opportunity, the local Anrisoth, Huayang, new Interactive and other interactive company's development is definitely more than they, to the social marketing stage, the domestic social marketing company is the 4 a foil to the eclipse. From my experience, the traditional 4A faces a few problems: 1, inefficient. The reasons for this are the prevarication of the internal departments, the too-loose system of work (11 people are incomplete). 2, not adapt to the local environment. 4 A company can not serve the local brand very rarely, they are more suitable for the mature well-known brand of advertising creativity, but for how to create a good growth brand lack of experience, overseas and Hong Kong and Taiwan executives for product structure, channels, promotional management can really improve sales of work is less experience. 3. Lack of incentive system. An international company's salary is a fixed salary, which has nothing to do with the revenue you create. 4, wasteful. Since not to make money, but also to get together in the International Trade office, internal waste is extremely serious. When I was in the FCB, the company travel tickets never buy discounted tickets, are full price tickets. Also never choose to take the train, I from Qingdao to Texas out of the trip, to first from Qingdao plane to Jinan, and then take a taxi hundreds of to Texas. 5, do not know how to develop business. This is also my 4 a company most puzzled one thing, is regardless of everybody's business good or bad, 4 a advertisement company has never done for oneself advertisement, all is obtains the customer through the comparison manuscript clue. This is undoubtedly a great irony. Don't you claim to be able to make an impact on the world? Why can't the new business be fought for you by advertising? 6, brain drain. This is not a common problem of 4 A, which is a common problem in the advertising industry. Almost a few advertisers over the age of 35 remain in the advertising agency, which means thatPeople who have just learned about the nature of marketing and business are disappointed to leave, leaving behind a bunch of artists who only know how to get a prize in Cannes and fly a plane, not an advertiser. So, no matter how many years ago Y&r closed or Darpeth fail China, and now the layoffs of Beijing McCann, are all because of the results. When advertisers become more and more aware of the truth of advertising, when more and more internet marketing is led by customers, rather than advertising companies led out, the advertising company will only be reduced to a content production and implementation of the company, if not timely adjustments and changes, advertisers can only more and more bitter force. Not just 4 A. Message Source: domarketing