基本信息·出版社：Marshall Cavendish Business ·页码：216 页 ·出版日期：2008年01月 ·ISBN：9812616268 ·International Standard Book Number：98 ...
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Create, Connect, Convince |
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Create, Connect, Convince |
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基本信息·出版社：Marshall Cavendish Business
·页码：216 页
·出版日期：2008年01月
·ISBN：9812616268
·International Standard Book Number：9812616268
·条形码：9789812616265
·EAN：9789812616265
·装帧：平装
·正文语种：英语
·外文书名：创造,联系,说服
内容简介 create connect convince is written industry veteran Jorg Dietzel who has worked in advertising for close to two decades, half of which was spent in Asia.
Jorg has distilled his years of experience into this essential primer that covers all aspects of an exciting but complex business.The book follows the sequence of developing an advertising campaign from start to end-looking at both old and new ways of communicating as well as the processes, ideas and technicalities involved in media and production. It gives perspectives from both the client and agency sides and provides a practical understanding of what creatives do, with special emphasis on Asia-wide work.
Written for everyone interested in a career in advertising as well as industry practitioners who want an insight into the Asian market,
create connect convince includes:
* ten case studies of international campaigns for leading brands in Asia;
* tips and advice from respected and well-known agency practitioners; and
* illustrations of a whole cast of quirky characters from a fictional Beijing agency who, in their quest to advertise “Happy Jelly”illustrate that working in communications can - despite the long hors, low pay and human drama - be a lot of fun!
作者简介 Jorg Dietzel was trained as a newspaper and broadcast journalist in Bonn (Germany) and London. His advertising career began in 1990 at DDB. He worked in Frankfurt, Koblenz and Dusseldorf before he was sent to London to help co-ordinate Volkswagen’s global brand. He was then asked to run The Audi Agency Network (AAN) which he did for three years.
He took over DDB’s China operations as General Manager in 1998.The agency developed award winning work for Budweiser and repositioned the Volkswagen brand. Two years later, DDB’s Chairman and CEO, Keith Reinhard, invited Jorg to open a new agency in Berlin: DDB Berlin.
Jorg moved to Singapore when Martin Sorrell offered him the position of Chief Development Officer of the Batey Group/COO for Red Cell Asia in Singapore, for the group’s North Asian operations as well as a local brand consultancy.
In 2002, BBDO Asia Paci6c headhunted Jorg for the position of Regional Business Development Director! Multinational Client Management Director. In this new role - based in Hong Kong - he helped position the FedEx brand in the region.
Three years later, he moved back to Singapore where he founded J Dietzel Brand Consultants, working for clients like Audi, Sony, FedEx and Drypers.
Jorg has given talks at the Singapore Design Festival (2005 and 2007), Hong Kong University, CEIBS (Shanghai), Wharton and HdK (Berlin). He teaches classes on Strategic Brand Management, Promotional Management and Advertising at the Business Schools of the Singapore Management University and the National University of Singapore (MBA track).
Jorg currently lives in Singapore and - together with his spouse of 13 years - looks after their adopted mongrels, Ah Fook andAh Mui.
媒体推荐 “Jorg breaks down the fundamentals, gives them a twist and adapts them for our ever- changing world. Whether you’re a student trying to break into the advertising space or an industry veteran trying to freshen up your chops, this book is for you.”
----Mitch Joel, president, Twist Image
“Very useful both for agencies and marketers. Jorg summarizes the process of developing relevant messages and
keeps this book fun to read”
----Joerg Anders Zimmerer, General Manager, Marketing, Audi Singapore
“At last - a book I wish had been published when I was fresh in the industry and looking for clear, insightful and focused information about the field. But I would still get it today - to remind me about what the business is, still, really really about.”
----Desmond KJ Sim, Consultant & Lecturer, Brand Communications
“Brand owners, marketers and creative agencies must not miss this book if they want to do the one thing most important to them right?a good brand communication.”
----Lim Sou Hoong, CEO/ECD,10AM Communications
