TBWA\Group\China is a full-service integrated marketing group owned by Omnicom and part of the TBWA\ Worldwide network. It has offices in Shanghai, Beijing, and Guangzhou and incorporates specialists to deliver total brand strategies for clients across China. TBWA\ is recognized as one of the top ten global agency networks and the most creatively awarded network in the world. TBWA\China thinks of itself as a disruption agency that comes up with ideas bigger than just advertising to completely change how audiences see brands.

1. An Introduction to TBWArouphina

14. The slash is our rallying cry. The worldwide symbol that brings us together. Constantly pointing us toward the future. Challenging us to think not only about “what is” but also “what could be”. It connects the most Passionate, creative minds In the world, granting them the independence to believe in their instincts and trust the magic It is a symbol of our prime skills. Our ability to see and define the possibilities of tomorrow, and to transform a client’s future through the power of an idea. It is our diagonal lightning rod for change.

15. Our tools, our process, our philosophy Convention Disruption Vision

16. = Increasing market value/growth

18. Agency offices in China

19. TBWAROUPHINA TBWArouphina incorporates best in class specialists to deliver disruptive total brand strategies for clients across China.

20. Signs of Excellence

21. TBWAorldwide - most creative network in the world TBWAas a network ranked 3rd overall most awarded for 2007 by The Gunn Report. As we win awards, so do our clients. Sony was ranked the 3rd most awarded advertiser, adidas was number 6, Skittles tied in 10 places, while McDonald’s tied for the 21st spot. Creativity Magazine has ranked TBWAWorldwide as the most creatively recognized network in the world in its 2007 Awards Report.

24. Disruption is based on the understanding of Chinese consumers

25. In touch with their pulse

26. Chinese segmentation study (2007, TBWAhina ， 5cities ， 1200samples ） Individual Communal Competitive Self contained Breaking Through 10.3% Pragmatists 13.0% Contented 10.9% Collective 14.2% Conservative 21.1% Status, Driven 9.9% Self-Enjoyed 20.7% Base:All respondents N=1200 YiChang

27. China beauty

29. Be cool

31. Shop marketing

33. The new affluent

36. Disruption in Practice

38. Beer Brand Communication Competition Analysis

39. Refreshing the common characters which all beer brands share in common The copy of “Refreshing” by competitors themselves has strengthened these concept, however,on the other hand, reduced the emotional impact to consumers . Would it be called beer if it’s not refreshing?

40. Refreshing as a brand personality cannot be owned by any one of the brand Refreshing is not just for beer. Any products which contains peppermint or thirsty-relief are all refreshing. Refreshing itself cannot touch consumers’ heart anymore. Every products which can be refreshing are all focus on communicate it’s refreshing .

41. All beer brands seeks a different personality to represent a group or situation in communication Snowbeer - listeners to citizens’ words of hearts. Snowbeer knows your words of hearts and cheers up for you. Reeb - Shanghainese Reeb know well about Shanghai and Shanghainese. Reeb knows why you like Shanghai. Budweiser - happy time celebrators Chinese like to get together with friends and relatives. Budweiser is a good choice which gives you face. A FMCG brand which fractionize the market segmentation by specific target and situation will only have a smaller market share.

42. Beer brands ranked by price and distribution channels price image Every brand positioning itself by it’s price and distribution channels. The higher price, more premier it is. Vise versa. Those 3 brands who face mass consumers (Suntory, Reeb, Snow)all have a series of products which could meet the needs of different price and market demand. From consumers’ perspective, it add the difficult of make choice, thus lost the brand loyalty.