ContentWho We Are
Way Of Working
Case Sharing
Team Structure
Part 1Who We ArePart of Y&R Brands. A team of integrated marketing experts.170 people in 3 offices across China48 Staff51 Staff71 StaffY&R l BEIJINGY&R l SHANGHAIY&R l GUANGZHOUPart 2Way Of WorkingA 5-step developmental process of an integrated campaign with the consumer at its coreConnection Strategy
(OCTA brief) 2. Campaign Idea5. Connection
Platform
Assessment3.
Connection
Platform
Development
4.
Connection
Platform
ImplementationY&R Strategic toolsBrandAsset® Valuator (BAV) A Model of Brand Development and MomentumWorld’s Largest Database of Brands
Over 750,000 consumers
45,000+ brands
Over 265 studies
Over 50 countries
Almost 20 years worth of data
We have data from 1993
72 different brand metrics, including
Brand health
Brand imagery / personality
Usage
Consideration
Loyalty CanadaMexicoUnited StatesVenezuelaColombiaBrazilChileArgentinaSouth AfricaEuropeRussiaChinaIndiaMalaysiaIndonesiaAustraliaPhilippinesTaiwanJapanSeptember 10, 2017Worth MoreVisionaryUp To DateUnapproachableTrustworthyTrendyTraditionalStraightforwardSocially ResponsibleSocialSimpleSensuousRuggedRestrainedProgressivePrestigiousOriginalObligingKindIntelligentIndependentHigh PerformanceHelpfulHealthyGood ValueGlamorousGaining In PopularityFunFriendlyEnergeticDown to EarthDaringCharmingCares CustomersCarefreeBest BrandAuthenticArrogantHigh qualityReliableLeaderInnovativeDynamicUniqueDistinctiveDifferentUpper ClassStylishBAV 50 categories are under trackingGenChina
Sample size: 2038, 18 – 34 yrs.
Beijing, Guangzhou, Shanghai, Chengdu, Wuhan, Shenyang
http://vmlqais.net/generation-asia/results/“Understands the Chinese consumer” award
In 2012 R3
Agency ScopeWon 1 Gold, 5 Silver, 4 Bronze Lions trophies
Ranked as No. 1 in China in 2014Part 3Case Sharing一切从不凡出发，提供品牌体验式的行销。How to introduce a brand in ChinaBuild a category leading brand position through brilliant creativePart 4Team StructureAccount ServicePlanningCreativeTEAM STRUCTUREService TeamBK Total Working Hours Summary
32 Projects Total
Account – 1,954 hrs.
Creative – 3,960 hrs.
Planning – 248 hrs.
Total Hrs. Spent – 6,162Working Period: April 2014 – August 2014 Scope of Work***Highlighted projects are out of original scope-of-work
