某广告公司春季训练创意演讲(ppt 95页)

某广告公司春季训练创意演讲内容提要：
“With the increased emphasis being given to the
importance of creating and maintaining long -term
brand properties, it is felt right to …( have this
conference)...formed around the concept of ‘Creating
the Big Idea ,’ the purpose being to demonstrate that
long-lived properties of the sort we are seeking
usually have within them ‘ a big idea’ and that
Unilever needs more.”
“由于有愈来愈多的人强调创作并维持长期品牌资产的重要性，我们认为应当. . .（举行这项会议）. . .其主题环绕着‘创作大创意’的概念，其目的为示范我们所寻求的长期资产中所包含的‘大创意’以及示范出Unilever所更为需要的特质”。
The request you mad to us - your agencies , and in this
case specifically to Ogilvy & Mather - was”. . .not only
to bring examples of ‘big ideas’ but also to cover such
areas as how to brief agencies to create big ideas, how
to recognise them, and how to develop and sustain them
both internationally and over time.”
Unilever 对我们的要求—包括其广告代理商，在今天 这种情形特别是对奥美—“不只是给大家看看‘大创意’的范例，并且还要涉及在国际性及长期性方面，如何向广告代理商做简报以便产生大创意，如何辨识大创意，以及如何发展并维持大创意等范围。”
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