摘要
"随着数字化和社交媒体的发展,人们已经处于掌控地位,而品牌的行动也必须以人为本。""Through the development of digital and social media, people are in control and brands have to act accordingly."全球最大的广告公司之一李奥贝纳旗下的德国分公司创立于1969年,创立至今已有50年历史,现有200多名员工,专注于经典传达、数字化、设计和购物营销等,服务过的客户包括菲亚特汽车、固特异轮胎、麦当劳、菲利普莫里斯、宝洁、三星等。
As part of Leo Burnett Worldwide,one of the largest advertising agencies in the world,Leo Burnett Germany was founded in 1969 and has over 200 employees.It specializes in classic communications,digital,design,and shopper marketing for clients such as Fiat,Goodyear,McDonald's,Philip Morris,Procter&Gamble,and Samsung.In 2008,while everyone in the advertising industry was obsessed by the brand,believing that the brand was the hero and that people were supposed to worship the brand,Leo Burnett first introduced the"HumanKind"creative principle,claiming that"advertising age ncies don't create iconic bran ds,people do."
出处
《包装与设计》
2019年第6期4-17,共14页
Package & Design
