台灣地區廣告代理商經營策略之研究-以台灣奧美廣告為例

Abstract

近年國內外環境的改變，大眾媒體式微,分眾媒體興起, 廣告戰線拉長後,知名廣告代理商的對手不再是同業，媒體代理商、網路廣告公司、小型廣告代理商等全都投入戰役,作業條件緊縮、利潤降低、削價競爭、人才流失、被邊緣化…，使得廣告代理商的經營環境受到相當大的衝擊，台灣廣告產業經營日見艱困。在複雜的媒體環境下，廣告主投資在傳統媒體的預算比例逐漸縮減，包括電視、雜誌、報紙、廣播、戶外五大媒體，轉而將預算投資到網路、直銷行銷、公關等其他的傳播工具上，使得已經邁入成熟期的廣告市場更趨於微利。 本研究擇定奧美廣告代理商為個案研究對象，對廣告產業進行探討，了解目前個案廣告代理商所面對的困境與挑戰，運用策略來發掘機會與延續優勢。歷經三個月的訪談與側面調查，對未來奧美廣告及台灣廣告業者提出以下建議: 1. 採取多角化策略 2. 強化人才培育並提供新生代創意人員出頭之機會 3. 提升現有客戶滿意度及爭取新客源 4. 重新思考廣告的本質 5. 必須有整合的能力 6. 重佈新局，避免淪為下線的工作 7. 有能力作網路行銷

Recent years, Taiwan advertising agency industry is facing significant challenge due to mass media environment changes, new media trend, media buying house taking away most commission from their revenue…, and etc. New the director competition is no longer advertising agency anymore. It includes media buying house, internet advertising companies, small advertising agency firm. These brutal facts caused Taiwan advertising agencies face tremendous business challenges including big loss on profit, people issue…, and etc. Therefore, I used Ogilvy & Mater Advertising Taiwan as a case study to investigate Taiwan advertising agency industry and propose business development strategy. After 3 months of interview and study, the following are my suggestion: 1. Select diversified strategy. 2. Strengthen people development plan. 3. Enhance current client satisfaction and develop new clients. 4. Rethink the core value of advertising. 5. Capable to own the integrated communication plan for client. 6. Be aggressive to redefine the role of agency and avoid being downgraded as a follower. 7. Capable to do internet advertising and marketing campaign.