競(jìng)立中國新設(shè)體育與娛樂業(yè)務(wù)部，拓展其在華業(yè)務(wù)布局
執(zhí)牛耳 發(fā)表于 2020-12-07 20:41
閱讀數(shù)： 5905
MediaCom China launches a new Sport and Entertainment Division, expanding its award winning global Sport and Entertainment Division to China, driving brand relevance to deliver growth advantage.
據(jù)最新消息：競(jìng)立中國新設(shè)體育與娛樂（Sport and Entertainment）業(yè)務(wù)部，該部門將屢獲殊榮的競(jìng)立全球體育與娛樂業(yè)務(wù)帶入中國，通過增強(qiáng)品牌的關(guān)聯(lián)度，實(shí)現(xiàn)其業(yè)務(wù)增長優(yōu)勢(shì)。
MediaCom Sport and Entertainment has expanded the reach of the agency’s existing award-winning division to clients in China, to harness the power of media, entertainment, cultural relevance and systems thinking to help clients accelerate business growth.
屢獲殊榮的競(jìng)立媒體體育與娛樂業(yè)務(wù)部已為其在中國的客戶提供服務(wù)，通過借助媒體、娛樂、文化相關(guān)性以及系統(tǒng)化思維，幫助客戶加速實(shí)現(xiàn)業(yè)務(wù)增長。
The timing of the new venture is precise, with Chinese consumers seeking new ways to incorporate athletes and gaming in their lives. Sports viewing and participation numbers have risen across multiple platforms in 2020.
競(jìng)立中國體育與娛樂業(yè)務(wù)部的設(shè)立恰逢其時(shí)，因?yàn)橹袊M(fèi)者正在尋找新的方式，在生活中將運(yùn)動(dòng)與游戲相結(jié)合。根據(jù)多家觀賽平臺(tái)的數(shù)據(jù)，2020年觀看體育運(yùn)動(dòng)并參與互動(dòng)的人數(shù)均有所上升。
According to MediaCom, China clients are ready to advance by leveraging local and global expertise to identify and develop cultural partnerships across sport, music, film, gaming, talent and other genres of sport and entertainment in the face of this growing interest. Rupert McPetrie, CEO MediaCom China explains, “Our expertise in this area is fully end-to end,” he added, “Once we have identified the right strategy and talent, timing and delivery is tailored for each client’s growth ambitions.”
根據(jù)競(jìng)立媒體的調(diào)查，面對(duì)消費(fèi)者對(duì)體育運(yùn)動(dòng)變得愈發(fā)感興趣，中國的客戶已經(jīng)準(zhǔn)備好利用其本地及全球范圍內(nèi)的專業(yè)技能，在體育運(yùn)動(dòng)、音樂、電影、游戲、人才和其他體育及娛樂類型中確定并發(fā)展文化伙伴關(guān)系。競(jìng)立中國首席執(zhí)行官Rupert McPetrie表示：“我們?cè)隗w育與娛樂領(lǐng)域的專業(yè)技能讓我們完全能夠?yàn)榭蛻籼峁┒说蕉说娜娣?wù)，一旦我們確定了正確的戰(zhàn)略，找到合適的人才，就可以根據(jù)客戶的意愿落實(shí)定制化的時(shí)間與交付安排?！?/span>
This approach has already proven to be a winning strategy for MediaCom China, in 2020 they brought Bose and Tencent music together for the first ever live digital concert and followed it up with an ADIDAS collaboration for television. Misha Sher VP Sport & Entertainment, MediaCom, described: “We already have a lot of momentum in China and are excited to go to the next level with our clients who are looking for best-in-class sport & entertainment marketing capabilities, both domestically and around the world.”
競(jìng)立中國已證實(shí)該策略行之有效。今年，競(jìng)立中國聯(lián)合Bose和騰訊音樂，舉辦了一場(chǎng)前所未有的線上直播音樂會(huì)。隨后，競(jìng)立中國又與阿迪達(dá)斯開展合作，制作電視節(jié)目。競(jìng)立全球體育與娛樂業(yè)務(wù)部副總裁Misha Sher認(rèn)為：“我們?cè)谥袊鴦?chuàng)造了許多里程碑，我們很高興能夠與我們的客戶攜手共進(jìn)，他們所要找尋的正是具備優(yōu)秀國內(nèi)外體育娛樂營銷能力的合作伙伴?！?/span>
Having already advised, negotiated and executed partnerships in more than 40 countries and agreements worth more than $1B, MediaCom Sport & Entertainment is poised to drive tangible growth domestically and internationally for Chinese clients. According to Howard Thompson, CSO MediaCom China and lead of the new division, “Finding the right partnerships and sponsorship relationships is key to building long term brand relevance for Chinese brands as they expand both overseas and grow nationally.” He added, “we can take the guesswork out of sponsorship,” referencing the division’s proprietary “connected sponsorship” strategy and evaluation tool.
競(jìng)立全球的體育與娛樂業(yè)務(wù)部目前已為來自40多個(gè)國家的客戶通過建議與協(xié)商，建立了合作伙伴關(guān)系，簽署了價(jià)值超過10億美元的協(xié)議，它將為中國客戶在海內(nèi)外帶來真正的業(yè)務(wù)增長。競(jìng)立中國首席戰(zhàn)略官、體育與娛樂業(yè)務(wù)部負(fù)責(zé)人Howard Thompson表示，“隨著中國品牌在海內(nèi)外的不斷發(fā)展，尋找合適的業(yè)務(wù)伙伴和贊助方是建立長期的品牌相關(guān)性的關(guān)鍵。 基于該部門特有的‘關(guān)聯(lián)贊助’戰(zhàn)略和評(píng)估工具， 我們可以消除贊助過程中的不確定性。”
MediaCom Sport & Entertainment is an award winning partnerships and brand engagement division of MediaCom and WPP Group. The agency has represented clients including American Airlines, Allianz, VW, Shell, Coca-Cola, Toyota, KFC and Dell in partnerships with some of the most iconic sport & entertainment properties including the IOC, NFL, NBA, UEFA, CSL, FIFA and The Premier League, to name a few.
競(jìng)立媒體體育與娛樂業(yè)務(wù)部是由WPP集團(tuán) 和競(jìng)立媒體共同合作，為品牌創(chuàng)造更多互動(dòng)且贏得更多獎(jiǎng)項(xiàng)的部門，其客戶包括美國航空、安聯(lián)、大眾、殼牌、可口可樂、豐田、肯德基和戴爾。這些客戶與一些最具標(biāo)志性的體育娛樂機(jī)構(gòu)展開合作，其中包括國際奧委會(huì)、NFL、NBA、歐足聯(lián)、中超、國際足聯(lián)和英超等。
But innovation is the name of the game, and identifying new stars and startups will give clients an edge for new fans in new markets. Current MediaCom sport & Entertainment global clients include Guild, David Beckham’s recently floated esports venture, as well as one of the world’s most exciting young footballers, Brazil and Real Madrid sensation, Vinícius Júnior, providing an avenue for Chinese brands expanding abroad to reach new fans and followers.
不過，最重要的是創(chuàng)新。新人明星和初創(chuàng)公司的加入將為客戶帶來優(yōu)勢(shì)，幫助他們?cè)谛率袌?chǎng)上贏得新粉絲。目前，競(jìng)立媒體體育與娛樂業(yè)務(wù)部的全球客戶中還包括大衛(wèi)·貝克漢姆最近成立的電競(jìng)公司Guild，以及世界上最受歡迎的年輕足球運(yùn)動(dòng)員之一，在巴西和皇家馬德里轟動(dòng)一時(shí)的Vinícius Júnior。這為中國品牌向海外擴(kuò)張?zhí)峁┝艘粭l途徑，讓他們有機(jī)會(huì)接觸新的粉絲群。
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