CHINA

Dentsu Aegis Network's Star Line-up Shines at 2014 ROI Redefining the New Value of Entertainment Marketing

22 Oct 2014

Dentsu Aegis Network arrived at the 2014 ROI Festival with an enviable line-up of stars. The invitees included Wang Wei-Chung, famous and senior media producer in Taiwan and General Manager of Gin Star Entertainment; Yang Weidong, President of Tudou and Senior Vice President of Youku Tudou Inc.; Peter Ho, celebrated artist from Taiwan; Motohiro Yamagishi, CEO of Dentsu China & North Asia; Wang Yiming, Executive Media Business Officer of Beijing Dentsu and Board of Dentsu Sports & Entertainment Greater China (DES); and KC Teng, DES Director. Together they presented a compelling seminar to a nearly 700-strong audience on the theme of “Entertainment Marketing: Creating New Value on the Connection between Brands and Consumers”. 

The seminar was organized and presented by DES, a unit specialized in sports and entertainment marketing under Dentsu Aegis Network. As the only independent entertainment marketing agency in China at the present time, DES boasts the most comprehensive resources among music, film, TV, artistic, directorial and production companies in Asia, Europe and America, and enjoys the exclusive agency rights to major global sports events. DES is committed to establishing optimal platforms for communication with target audiences through entertainment and sports content, providing one-stop integrated marketing services to cater to the core appeals of clients. 

Motohiro Yamagishi, CEO of Dentsu China & North Asia said:” It is undoubtedly that case that DES has the best resources whether in global or in entertainment marketing in China. Through the discussion, we expect more and more related sides to enter entertainment marketing. We also expect strategic cooperation with a greater number of partners who are present today to achieve the objective of integrating entertainment resources on all sides, and providing integrated entertainment marketing to achieve higher and more desirable marketing effects.” 

Speaking of how to determine client demands and to tailor entertainment marketing in the digital era, Wang Wei-Chung, a senior media person and producer, emphasized his famous 3C theory, of Content, Community and Commerce. He said "The most ideal 3C theory starts from content, and then it should be effectively marketed to its target audience (community) and eventually associated with successful commerce. Effective placement of content in segments will transform producers into curators. They will not only notice content richness, but also pay attention to and rationalize client demands. Which commodities are suitable to appear here? Under the circumstances of separation between production and broadcasting, TV stations will no longer be relied upon to help clients and production teams find the balance of placement, breaking away from the early model of placement." 

Once a brand owner and a pioneer of entertainment marketing, Youku Tudou's executive Yang Weidong is a representative with multiple roles. Referring to entertainment marketing, he believed that a thorough knowledge of the younger generation should serve as a basis for entertainment marketing. In view of the younger generation’s passion for the present reality, and subculture and friends networks sharing common interests, he introduced three well-meaning and practical suggestions for brand owners. These are creating brand-unique high-quality contents, focusing on the two drivers of entertainment marketing — novelty and scarcity — and expanding off-line activities to enhance the involvement of fans. 

As a successful brand ambassador for several big brands, when asked how stars can better integrate themselves with brands in the future, the celebrated Taiwanese artist Peter Ho commented that "Apart from public charisma, perhaps stars should be more involved in the early stage of product development or at commodity sources, and brand owners also need to better understand the career plans of stars. Only complementation of the two sides can lead to an in-depth cooperation, producing marketing content which accords with artists' temperament and which expresses the core value of commodities or brands." 

As an expert who has worked on entertainment marketing for many years, Wang Yiming believed that professional entertainment marketing agencies should be capable of integrating and designing resources for clients. He said, "When public media is not that public, it has been increasingly important and necessary to find optimal platforms for communicating with core audiences and for telling brand stories to them with content which can find the best echo in their hearts, so as to effectively convey the core information and values of the brands." 

KF Lee, Chairwoman of Dentsu Aegis Network China, said "I'm pleased to see the success of today’s discussion which demonstrates our emphasis on entertainment marketing. We sincerely hope more partners can join us to come up with more successful entertainment marketing practices in the country." 

While delivering a forum which redefined the new value of entertainment marketing, Dentsu Aegis Network also bagged 15 awards during the ROI Festival this year, including 3 gold, 8 silver and 4 bronze. The popular Coca-Cola Lyric Campaign in the summer, plus Mengniu Dayanmeng Banana Milk and MINI Tailor Cossover were developed by digital marketing experts Isobar and iProspect under Dentsu Aegis Network, and all three won gold awards. 

As one of China's most influential communications marketing award events, the ROI Festival aims to recognize the most creative brands and enterprises and to encourage creative companies to utilize the minimum budget for the maximum market return. Every year, opinion leaders such as CEOs of global 4A advertising companies, new media giants and A-listed stars from home and abroad share their ideas for realizing the commercial value of creativity at this event.

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