6.16 营销创新+韦柯广告+Felipe Ribeiro+英文.pdf

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1、Wieden+KennedyStrictly Confidential 2023So PauloWieden+KennedyW+K W+K PORTLAND PORTLAND W+K W+K NEW YORK NEW YORK W+K LONDON W+K LONDON W+K TOKYO W+K TOKYO W+K DELHI W+K DELHI W+K W+K SO PAULOSO PAULOW+K AMSTERDAM W+K AMSTERDAM W+K W+K SHANGHAI SHANGHAI W+K W+K MEXICO CITYMEXICO CITYW+K MUMBAI W+K M

2、UMBAI TORONTOTORONTOSEOULSEOULBUENOS AIRESBUENOS AIRESSINGAPORESINGAPORESYDNEYSYDNEYWieden+KennedyStrictly Confidential 20232A closely knit networkA closely knit network(not simply a sign above a door).3Wieden+KennedyStrictly Confidential 2023WE WILL TALK A LOTABOUT BRANDS TODAY.MOSTLY ABOUT HOW BRA

3、NDS CAN USE ITS REACH WITH PURPOSE.Wieden+KennedyStrictly Confidential 202345Wieden+KennedyStrictly Confidential 2023Fragmentation is a challenge for brands communication because marketing has never been only about what I think,but also about what I think you think.I want something because I know yo

4、u think this something means what I think it means too.This is what defines the value of everything.What most brandsdont see is thatthere are big opportunitiesin every touch point.They better takea goodgood look atlook attheir own assetstheir own assetsWieden+KennedyStrictly Confidential 20236THE BR

5、AND WORLDTHE BRAND WORLDTHE REAL WORLDTHE REAL WORLDTHE GOOD STUFFTHE GOOD STUFF7Strictly Confidential 20217Wieden+KennedyStrictly Confidential 2023Wieden+KennedyStrictly Confidential 20238THE BRANDTHE BRANDWORLDWORLD9Wieden+KennedyStrictly Confidential 2023THE REALTHE REALWORLDWORLDWell,maybe1010Wi

6、eden+KennedyStrictly Confidential 2023Wieden+KennedyStrictly Confidential 20231112Wieden+KennedyStrictly Confidential 2023We turned our packs into a monthly music magazine.Wieden+KennedyStrictly Confidential 20231314Wieden+KennedyStrictly Confidential 2023We turned our coasters i