「專業有道」講座 :「創意 x 營商101實戰講座」


三位講者的講解,資料詳盡,饒有趣味。
The talk of the three speakers was informative and creative.

品牌若要突圍而出,必須講求創意之道。PolyU SPEED於2012年8月6日晚上假理大蔣震劇院舉行了一場「創意x營商101實戰講座」。大會邀得三家充滿創意的企業管理層,包括雅虎香港電子商貿總監李真怡、萬寧營銷及市務董事鍾雅芬及Metta Communications創辦人李孔仁為演講嘉賓,分享行業最新發展和企業的成功之道。

李真怡首先談到雅虎香港奉行母公司自創的「Glocalization」市場策略,結合了全球化和本土化的概念。而萬寧的鍾雅芬指出建立萬寧品牌在於用「心」,在店舖及廣告設計上均緊緊融入消費者的需要。接著,李孔仁道出,團隊在創作萬寧的廣告時,如何把親和力、感染力與娛樂性結合,以助萬寧建立親民形象。



Professional Talk : 101 Strategies on Creativity and Business Management

A brand must be creative to stand out from the crowd. PolyU SPEED organised a talk on “101 Strategies on Creativity and Business Management” at PolyU’s Chiang Chen Studio Theatre on 6 August 2012. The management of three innovative corporations, Jenny Li, E-commerce Director from Yahoo! Hong Kong, Athen Chung, Director of Sales and Marketing of Mannings and Andrew Lee, Founder of Metta Communications, were invited to share the latest sector development and their successful strategies.

Jenny shared Yahoo!’s original marketing strategy of ‘Glocalizaiton’ was to combine both globalisation and localisation into one concept. And Athen pointed out how to fill the essence of Manning with ‘heart’ to integrate consumer needs in every details, in store and in advertisement. Andrew also shared with the audience how the team emphasized on creating an advertisement that is approachable, appealing and entertaining for the affinity and popular appeal of Mannings.