□ How did CP+B became a successful worldwide advertising agency?
◎ Image and Reputation
- There are multiple reasons for an advertising agency in gaining clients which are the followings.
- Among these factors, CP+B gained its major clients by strengthening its image and reputation through series of successful campaigns. Today, CP+B's major clients are MS Windows, Burger King, Gap, Dom
CEO Alex Bogusky
- The only agency to have won the Cannes International Advertising Festival Grand Prix in all five categories: Promotion, Media, Cyber, Titanium, and Film
- Inducted into the Art Director’s Club Hall of Fame in 2008
- Received an honorary PhD from the University of Colorado at May 2009.
Beginning business in Miami.
CP+B began as a small agency in Miami called Crispin A
Blum indicated he had challenged the firm to develope
“ground-breaking, next-level, result-oriented, and innovative adverting that strongly connects with our core customers.”
Crispin found inexpensive ways to gain attention, veering away from the traditional mass media.
버거킹이 햄버거 전쟁에서 승리하기 위해 몇십년 전 꺼내었던 카드는 바로 내 맘대
2. Political and legal issues◎ Safety issue
In 2005, U.S. emergency center reported more than 200 thousand accidents caused by toys. Needless to say, quality improvements and handling safety issue raises cost for the firm. This becomes a great issue considering industry environment described above; aggravated by the increase in production price, coming from the increase in the material cost.
1. 연구 목적
본 연구는 2010학년도 1학기 ‘글로벌 브랜드 커뮤니케이션’ 수업의 일환으로 실시되었다. 오늘날 글로벌 시장이 형성됨에 따라 전 국가적 브랜드 커뮤니케이션 활동이 활발해지는 가운데, 글로벌 시장에 대한 마케팅 전략의 중요성은 증대되고 있다. 하지만 세계 시장의 글로벌화 추세