[V]Thoughtful China: 爱恨交加的 “投标”—— 中国广告代理商客户关系

可怜的广告人,在投标的革命道路上,过五关斩六将,说服大Boss后,又踏上了采购的茫茫旅途,有苦难言。合同啊,你到底在哪里?神秘性的甲方最大咖-可口可乐大中国和韩国间采购总监Sarah Millard,带来“专家辅导”,让您今年合同不丢分!

Via: Thoughtful China
下文说明由DamnDigital互动中国

作为甲方,承受着源源不断的巨大压力,希望通过招标(比稿)优化采购的流程,管理能力以及协调资源,但同时却又要受到广告预算的限制,从而导致了双方由于营业额和销售补偿模式带来的紧张合作关系。这一期的全想中国,一同聆听甲方与代理商之间如何处理关系的战略,了解采购和补偿模型,并成功代理客户在中国的关系保持的艺术。

Marketers are under constant pressure to improve the ways they source, manage and align resources, including their advertising budget, which can lead to high agency turnover and tense negotiations over compensation structures. This week on “Thoughtful China,” learn about pitch strategies, procurement and compensation models, and the art of maintaining successful agency-client relationships in China.


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