The agency overview- Internship experience report part 1

Ogilvy Qingdao Office

Agency OverviewInternship Experience Report

Advertising Professional Practice II

Unless your advertising contains a big idea, it will pass like a ship in the night.’’ David Ogilvy

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Ran YuInternship Experience ReportAdvertising Professional Practice II

WHERE I UNDERTOOK MY INTERNSHIP

During the summer holiday in 2012, I secured a 21 days advertising internship from 31 December 2012 to 28 January 2013 in Qingdao in a local office of the largest American advertising agency in China. Raynet Ogilvy is part of the Ogilvy & Mather’s network.

In the following pages, I will introduce my interned agency in terms of its structure, culture and its core competency with reference to their sucessful works. Also the bigger picture of Chinese advertising industry will be presented .

OgIlvY QINgDaO Of-fice’s UniQUe cOmpe-TENcY

Ran YuInternship Experience Report


“Only first class business, and that in a first class.” David Ogilvy


Qingdao Office

OgIlvY IN cHINa

In 1948, David Ogilvy set up his first advertising agency in New York. After several decades, Ogilvy & Mather aggressively entered the Chinese advertising market and became the largest advertising company in mainland China. The American company integrated the Chinese market into its new business and grew specific brands such as Raynet Ogilvy.

Now, Ogilvy is the largest advertising agency in Greater China employing over 2,400 staff across 29 offices in 18 markets, spanning from first to third tier cities. http://www.ogilvy.com.cn



OgIlvY QINgDaO OffIcE


I interned at Raynet Ogilvy Qingdao Office, Shandong Province, China. This advertising agency’s sole client is the Group.

Group is a leading global home appliance & furnishing supplier. It was founded in Qingdao in 1984 and has today’s 61 global trade companies, 21 industrial parks and approximately 80,000 employees across 100 countries and regions. In 2012, Haier achieved an annual turnover of 163.1 billion yuan (over 27 billion Australian dollars). http://www.haier.net/en/

Ogilvy invested in the potential of this significant client and set up its Qingdao office to help Haier promote their new high-end global brand

The collaborative ‘corporate culture’ was encouraged between Ogilvy’s employees and their clients when this agency was set up. Ogilvy admires its employees’ collaboration and communication. Meanwhile, it is easy to observe that both speaking confidently and listening patiently are seen as an important part of the professional standards in the workplace. Candor is treated as a virtue within this agency.

People take their work seriously. They work hard in a fast-paced office which has a strong work ethic with employees frequently staying overnight. The company values its employees and supplies complimentary food and drink. Meanwhile there are recreational facilities such as billiards to refresh people’s minds.

OgIlvY QINgDaO: OffIcE cUlTURE

An atmosphere of ferment and innovation. David Ogilvy

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agENcY STRUcTURE

Ogilvy Qingdao Office mainly consists of a creative and an accounts department. They rent two levels of an office building opposite to the Hair group’s marketing department.

Within the office, there are over twenty full-time employees who usually work seven days a week. The collaboration between the creative and accounts department is extremely tight with

meetings across the two departments held daily.

Usually, the brief comes from Haier Group marketing department to Ogilvy’s account side. Account directors holds meetings with the supervisors, planners and account executives. They work on the considerations based on a strategy and figure out what should be finished by the

creative department.

The creative task is very clear. The creative department always works on the brief that has been finalised by the accounts department. Creative directors and copywriters work together

brainstorming and then come up with the draft demonstrations of their ‘big idea’.

The media plan is sent off to the Qingdao office, because Ogilvy oversees all resources within its global agencies, including advertising, media, and R & D (research and development) centers. The process of strategy planning flows through Ogilvy’s networks across the world. Therefore,

many aspects of the media plan and production are completed by other offices or agencies which are specialised in their field.


Ogilvy QingdaO: Office’s UniQUe cOmpetency

Ogilvy Qingdao Office believes that both creativity and its related effects are powerful for its client. They execute their creative ideas successfully into real advertisements

including Above the Line and Below the Line practice. Ogilvy is the world largest digital agency that creates new platforms for its sister offices, in order to involve innovation in

their execution.

Moreover, Qingdao Office was set up particularly to target the Haier Group, so they understand their client comprehensively and thoroughly. I found that some employees

within Qingdao Office are specialists in the industry of home appliance. They have collaboratively worked with Haier’s marketing manager and engineers for more than

three years. Ogilvy Qingdao Office plays a reliable and credible role for their business and has also achieved its impressive turnover figures in the advertising industry.


THEIR DEvElOPMENTS

This is an overview for Haier

Casarte’s new products

launch campaign which was

successfully released in 2012.

The print advertisements that

has been demonstrated in

this document is only a part

of the strategy. The image of a

stylish, gracful, artful and hybrid

portraits of Haier’s high-end

brand Casarte is successfully

conveyed through this

campaign.

Advertising agency:


Creative director: Ligang You

Art director: Yang Wang

Copy writer: Huaifeng Bie

Client: Haier Casarte


Advertising agency:


Creative director: Ligang You

Art director: Yang Wang

Copy writer: Huaifeng Bie

Client: Haier Group

THEIR DEvElOPMENTS

This TVC was released during

Chinese winter in 2012 in order

to promote an innovative brand

image for Haier Group. The

strategy behind this campaign

is to demonstrate Haier

Group’s global leading position

with achieving on modern

technology across R&D centers

all over the world .



Agency OverviewInternship Experience Report


The agency overview- Internship experience report part 1

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