Research On The Localization Of Young & Rubicam Company In The New Media Environment

How to maintain a more moderate relationship between globalization and localization for international advertising companies under the new media environment is one of the hot spots for current advertising practitioners.Based on the theory of market globalization(Theodore Lee Wetter)and marketing localization(Harold Clarke),we believe that the ideal combination of globalization and localization should be expressed as think global,act localization.In this regard,Young & Rubicam advertising company is one of the relatively early and better integration model among 4A international advertising company in the world.The company was founded in 1923.It became the largest advertising company in the United States in 1975.In 2001,it was acquired by the WPP Group and developed Young&Rubicam Group through merged and reorganized.It serves various of well-known brands,such as Watsons,United Airlines,Shell and Huawei etc.Meanwhile,Young & Rubicam Group continues to push worldwide business to Europe,Asia and Oceania.The paper first reviewed the localization performance of Young& Rubicam's globalization business promotion process in the UK,New Zealand,Japan and Singapore,then focused on the strategy of developing and localizing the development of Young& Rubicam's Chinese market in the New Media Environment.It focuses on analyzing the localization of competitiveness of Young & Rubicam company on this basis,including talent strategy,corporate image management strategy,combination of digital with creative and Blue Ocean strategy.Concentrated on the core consumer engagement platform(CEP)and BAV analysis of Young & Rubicam's local competitiveness: the former is a data-driven ecosystem that spans data collection with personalization of data connectivity and analytical insights for subsequentsteps with marketing deployment across all channels and its digital convergence technology integrates offline and online data,including potential customer lists,model scores,customer contacts,marketing finance and other decision data;the latter is a global leading asset assessment tool that Columbia University surveys over 3,000 brands in 183 countries.In the end,we coalesced the opportunities with challenges faced by the development of local advertising companies under the new media environment and expounded on the inspiration of Young & Rubicam to the local advertising companies.