The Da Vinci Project of the advertising industry

At the end of 07, a major event in Madison Avenue was the Dell computer-selective communications services group, WPP, for its global advertising and http://www.aliyun.com/zixun/aggregation/39658.html "> The sole supplier of marketing services, in the past, the company's 1.5 billion-dollar brand-spreading budget, shared by a heavenly of hundreds of service providers, is now only a WPP, marking the end of WPP's 7-month bid to defeat rivals IPG Group for a three-year exclusive service with Dell Computers, These include services for Dell's tailor-made advertising, direct marketing, PR, media purchases, and more. That would make Sir Martin Solo laugh.

In recent years, Dell's computer has been stepping out of the single direct selling model it has prided itself on, with a view to reviving sales and resisting a strong attack from HP and Lenovo, a key step in revitalizing the Dell brand.

But the special aspect of this thing, the WPP Group has pledged to set up a dedicated service for Dell computers to integrate all modes of communication, as Dell computers have asked bidders to envisage a way to strengthen cooperation among professionals who are engaged in television/print advertising, consumer behavior surveys or online advertising. It is reported that WPP's planned establishment will have 1,000 employees, from within and outside the WPP group, to be completed in the next 3-6 months, now known as The Da Vinci plan. In an interview with the media, Sir Martin Solo said the integrated marketing service would provide services to more customers in the future.

For some time, super large advertisers such as P&g, J&j have openly said that the so-called large-scale communications services group announced the integration of services are the same name, the same brand many engaged in different types of professional service brands, even if they do not undermine each other, at least not the flow of fertilizer into others field. In order to increase income, advertising companies are naturally inclined to increase the delivery of television advertising, and it is well known that the effect of television advertising on consumer awareness has been reduced to a historical low point.

The announcement of this new body shows that the integrity of all large communications services groups does not exist at all. Second, it seems to suggest that Dell's computer will strengthen the global and the uniformity of its marketing promotion, a practice that is not necessarily effective in itself. The globalization and localization of marketing communications has been a difficult balancing act, and the recent abandonment of an integrated advertising contract with Omnicom has recently been abandoned by multinational companies that have been increasingly skewed towards localization, such as Bank of America's belief that it is locked in a service chamber that restricts its use of the world's best resources. It is noteworthy that WPP's collaboration with Dell seems to be aware of the problem, so the new agency can outsource specific services (the question arises whether it is simply outsourced to companies under WPP). ）。

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