Taiwan Ogilvy & Mather's Inheritance And Development Of David Ogilvy's Advertising Ideas

Ogilvy & Mather Taiwan is in the collision and fusion of internationalization theory and localization operation in the process of development,continuous form of the advertising company with its own development characteristics,the advertising circles and the business community has an important reference significance to study.This paper derived from the case of books about his creative ideas in advertising,the advertising creative concept,theory of brand image and advertising business ideas of particular features of the essence of advertising,through the Ogilvy & Mather Taiwan advertising practice and case analysis,from the historical Angle and the length of the development on his advertising ideas of two aspects of horizontal extension,O&M in Taiwan to carry on the analysis,and then presents the case of advertising thought essence Ogilvy's influence over Taiwan,and Ogilvy & Mather Taiwan in the practice of specific environment for the absorption and deepening of Ogilvy's advertising ideas,thus forming the Taiwan Ogilvy advertising creation concept,brand concept and its own business philosophy.