JWT - Bí quyết pitching để chiến thắng

Tài liệu sưu tầm của JWT về những kỹ năng, bí quyết để agency có thể chuẩn bị cho cuộc pitching hoàn hảo với client.

Từ "được để ý" đến "được chọn" là cả một hành trình và nghệ thuật...

Trong mỗi cuộc chơi pitching, không có chỗ cho kẻ về nhì. Không có huy chương bạc, danh hiệu đồng. Chỉ duy nhất người thắng cuộc có tất cả...

Vậy nên, pitch là phải thắng. Và bạn phải học cách chuẩn bị cho nó....

Source : Brandsvietnam

Cách nào để đo lường hiệu quả ROI của các KOLs?

Không cần biết bạn đang dùng platform nào để xây dựng cộng đồng trên mạng xã hội, điều cần thiết chính là việc đo lường hiệu quả thực tế của những cá nhân có ảnh hưởng trên mạng xã hội (social influencers / KOLs) và số lượng người ủng hộ thương hiệu (brand advocates)?

Chỉ số ROI thu về từ các KOL có thể được đo lường theo nhiều cách khác nhau. Có một vài công cụ đo lường có thể sử dụng, ví dụ như:

• Ai là người có “phong độ” tốt nhất trên mạng xã hội ? Ai đã chia sẻ nội dung của bạn nhiều nhất?

• Ai có thể tự viết nội dung mới dựa trên chỉ dẫn từ brand và tạo được ảnh hưởng thực sự? Hay chỉ chia sẻ một cách thụ động những gì brand cung cấp? Hay nói một cách dễ hiểu là, ai nỗ lực giúp đỡ bạn và ai không?

• Ai là người có những ảnh hưởng tích cực nhất đối với khách hàng mục tiêu của brand? Platform được sử dụng nên thiết kế để tiện cho việc đo lường, tốt nhất là có thể đánh giá được mọi hoạt động và các bên liên quan thấy được số liệu thống kê. Những số liệu này giúp bạn tiết kiệm thời gian trong việc tìm ra top 20% những KOL đã tạo ra 80% hiệu quả tương tác cho brand của mình. Ngoài ra, bất kỳ số liệu nào cũng cần phải được liên kết với mục tiêu marketing đã đề ra từ ban đầu.

Một điều cũng quan trọng không kém chính là khi đo lường hiệu quả chiến lược nội dung, chúng ta nên tìm hiểu những nội dung nào từ các KOL đã được chia sẻ nhiều nhất. Chủ đề nào đang “hot” và những chủ đề nào không hợp thời? Mọi người bàn luận gì về chủ đề đó và họ chia sẻ với nhau như thế nào?

Gần đây có một trường hợp khá “kinh điển” của Singapore Tourism Authority video nhắm đến những người Philippines và chia sẻ không đúng mục đích. Tất nhiên, đoạn video này đã được gỡ xuống nhưng trước đó, nó đã được lan truyền và chia sẻ với tốc độ chóng mặt, trở thành viral video. Đoạn phim đã truyền đi một thông điệp sai lệch không chỉ nhắm đến đối tượng được nói đến mà còn đối với hãng Tourism Authority. Vì vậy, chúng ta nên đảm bảo nội dung sẽ được chia sẻ đến đúng người và đúng mục tiêu đề ra.

Việc tìm hiểu cảm xúc khi nội dung được chia sẻ là một yêu cầu tiên quyết. Công ty nào cũng cần đo lường chính xác tại sao nội dungđược chia sẻ ngoài việc đo lường số lượng và các thông số khác. Nội dung đó khiến người đọc suy nghĩ gì và vì sao lại thôi thúc họ muốn chia sẻ? Những insightsnày sẽ rất có ích trong quá trình phân tích tác động của nội dung đến việc phát triển sản phẩm, hoàn thiện chiến lược marketing và đi sâu hơn trong chiến lược nội dung cho thương hiệu.

Bài học chính là đừng quên phân tích những lời đánh giá của các KOL vì họ thực sự là “những người có ảnh hưởng” đối với thương hiệu.

Có một nhãn hàng mỹ phẩm tại Singapore đã nhờ các KOL dùng thử sản phẩm trước khi chính thức tung ra cho khách hàng sử dụng. Các KOL này đã quay lại và phản ảnh rằng nhiều thành phần trong loại mỹ phẩm đó không có tác dụng như họ đã quảng bá, thế là công ty này đã hủy kế hoạch tung sản phẩm mới và thay bằng một sản phẩm khác. Khi sản phẩm khác được tung ra sau đó, công ty này đã đạt được thành công vang dội và bài học chính là đừng quên phân tích những lời đánh giá của các KOL vì họ thực sự là “những người có ảnh hưởng” đối với thương hiệu.

Câu hỏi tiếp theo là platform nào sẽ được dùng nhiều nhất và hiệu quả nhất? Không hẳn lúc nào Facebook cũng là lựa chọn tối ưu, đối với một vài thương hiệu dành cho nam giới thìcó khi Google+ mới là thích hợp và nếu là mộtbusiness brand thì nên dùng Linkedln; Pinterest sẽ là không gian hoàn hảo cho các tín đồ thời trang. Ngoài ra, khi muốn tiếp cận giới trẻ, Instargram cũng là một platform rất hợp thời. Tại châu Á, lấy ví dụ, Twitter chưa phải là số 1 nhưng trong tương lai khi mạng lưới liên kết mở rộng thì đây rõ ràng là mảnh đất tiềm năng. Những chú ý trên có thể sẽ giúp bạn quyết định được format cũng như chủ đề hay cho những nội dung sau này và lựa chọn ra những platform thích hợp nhằm mang lại hiệu quả cao nhất.

Cuối cùng, để đo lường chính xác chỉ số ROI, chúng ta cần một công cụ đo lường có thể đo được tất cả các ảnh hưởng trong doanh số bán hàng dự tính (intent purchase) và con số thực thu về (actual sales). Một thương hiệu hoàn toàn có thể đo lường tác động của các đoạn đối thoại và các lượt chia sẻ đối với doanh số bán hàng dự tính và doanh số bán hàng thực bắt nguồn từ mạng lưới liên kết của các KOL. Điểm mấu chốt ởđây chính là việc chúng ta có thể kết hợp giữa một platform phù hợp có nội dung hay và các KOL giỏi, từ đó tạo được mối dây liên kết chắc chắn với platform thương mại điện tử của doanh nghiệp để phục vụ cho việc đo lường doanh số online lẫn offline cũng như những sự tương tác giữa brand và khách hàng.

Source : BrandsVietnam

Content Marketing Metrics: How to Transform Data Into Action

If you’ve ever been to a casino you’ll know that craps, like most games you’ll find in a casino, is a tough game to win.

The odds of rolling a 7 or an 11 (winning first rolls, if you’re not a gambler) right off the bat are a meager 22%. On my first and last trip to Las Vegas, that 22% was not my friend.

But why the heck am I talking about craps in a post about content marketing metrics?

Because content marketing shouldn’t be a crap shoot.

Far too many content marketers tend to roll the dice with their content and hope that their content marketing metrics “come up 7s and 11s”. And far too often, content marketers are crapping out.

In the age of big data, isn’t it time to stop gambling on whether your content marketing will work? It’s time to start making data-driven decisions about when, how, and why you produce content.

What Are Content Marketing Metrics?

If content marketing is a game of craps, content marketing metrics are a pair of loaded dice.

They represent the insights you can glean from the data you work hard to gather. Content marketing metrics can be the difference between a poor content strategy and a great one, and a core tool to help content marketers demonstrate their importance to the C-Suite.

As content marketing has grown in popularity, content marketers the world over have increasingly faced pressure to prove that they’re a valuable part of the business and not just a resource-sucking cost-center.

In fact, according to recent research from the Content Marketing Institute, 55% of B2B marketersare planning to increase their content spend in 2015. But you’re dreaming if you think the C-Suite will blindly green light that budget without knowing it's going to good use.

Here at Uberflip, we think content marketing metrics tend to fall into one of two distinct categories: Engagement metrics and Growth metrics (keep reading for specifics).

But chances are you’ll need to track both, since engagement and growth tend to fall into different stages of the buying cycle (after all, you can’t really focus on conversion rates if no one knows who you are, what you do, or how you can help them).

Stay Focused On Your Goals

Now that we’ve explored the basics, let’s dive a little deeper into what really matters. Like anything in marketing, the metrics you use to make iterative decisions with your content creation will be relative to what you’re ultimately trying to achieve.

If you want to “roll 7s and 11s” each and every time you publish something new, an important first step is to find and track the metrics that matter.

If you’re focused on elements consistent with the early stages of the buying cycle, such as building awareness or establishing your brand as a destination for information, you’re probably focused on the engagement side of things. To start the process of turning your data into action, you need to surface that data.

Thus, your goals should be to continually track engagement metrics like:

• Average time on site
• Pages per visit
• Social shares
• Link and widget clicks
• Bounce rates

If you’re focused on later stages of the buying cycle, such as generating leads, converting your content into real-life customers, or getting more from your existing customers, you’re probably focused on the growth side of things. Growth metrics are what you ultimately need to track to find out how well your content is helping you add to your bottom line.

Thus, your goals should be to continually track metrics like:

• Conversion rates for landing pages or CTAs
• Visitor-to-lead conversion rates
• Lead-to-customer conversion rates
• Cost per lead/customer
• Existing customer engagement
• Upsell
• Churn rate

If you can, it can be uber helpful at this stage to try to segment out your data by buyer persona and by stage of the buying cycle. Certainly a bit more advanced, but if you can make it happen it can pay huge dividends when it comes time to invest in more content.

Turning Content Marketing Data Into Action

Once you’ve built up a track record of customer data, mine it for insights (do it at the individual-piece-of-content-level if you can) and make sure your entire team has access to those insights.

That way, when it comes time to sit around the boardroom table and swap content ideas for the next month or the next quarter, everyone on your team will know what content can best help you achieve your marketing goals, what mediums connect best with your buyer personas, how to structure the right content journeys, and which social media platforms offer the best bang for the buck.

Of course, the specifics will differ based on your goals, but I’ve outlined a few examples below to highlight how data can turn into action.

The Right Content

Finding out which content is best connecting with your buyer personas is a process that should start with looking at which individual pieces of gated content (such as whitepapers, eBooks, and webinar recordings) have high conversion rates among prospects and customers over time.

Right off the bat, you’ll know that these pieces of content are connecting with your buyer personas (conversion = interest), but it’s key to do some research to find out why.

Was it a catchy title or an attention grabbing image that drove conversions?

Was it the content’s topic, theme, or category?

Is that topic, theme, or category doing a good job at driving conversions amongst your buyer personas based on where they are in their buyer journey?

Where does that traffic to that content come from and how does that source affect the above metrics?

For example, in the Uberflip Hub our conversion rate metrics let us know that one of our buyer personas is obviously interested in learning more about the importance of content marketing metrics (the 41.7% conversion rate is a very good indicator). Hence, why I’m writing today about content marketing metrics!

The Right Mediums

When you know how your buyer personas like to consume content (i.e. blog posts, long-form content, PDFs, videos, or presentations), you can ensure you speak their language moving forwards.

Ask yourself, what medium that you publish with accounts for the bulk of your pageviews, highest average time on page, the most number of social shares, or the highest conversion rates?

How does this differ based on referral source?

How are people engaging with your long-form content, such as eBook/whitepaper PDFs? (If you’re unsure, you’re missing a gigantic opportunity. Uberflip’s Flipbooks tool can help)

The example below highlights how we use this information here at Uberflip. Based on the results of this report from Sept.1-Sept.30, 2014, we were able to understand that our topic-organized content is doing a terrific job of engaging our buyer personas, and were able to make strategic investments into producing more eBooks and finding more resources to power our blog.

Additionally, based on information from the below CTA Comparison report, we were able to understand how well different mediums, be they PDF-based or video-based, were driving conversions from leads to customers. Accordingly, we were able to invest our time wisely (for example, we just rolled out a new eBook two days ago).

The Right Social Platforms

Last but not least, you can use your content marketing metrics to find the right social media platforms to invest in.

Ask yourself, what social media platform accounts for the bulk of social shares of your content?

What social media platform accounts for the majority of website referrals?

How does your social activity differ by platform based on your goals (engagement vs. lead generation)?

For example, based on the below report from the Uberflip Hub, we’re able to see that our buyer personas are very active on both Twitter and LinkedIn (as expected) and the two tools account for approximately 65% of our content’s social shares on a monthly basis. Using that knowledge, we can make sure that moving forwards we create content that is specifically tailored towards those platforms to make sure we’re maximizing engagement and lead generation.

Use Tools to Track Your Efforts 

It’s never been easier to climb the big data mountain than it is today. As our Director of Marketing has written previously for the Content Marketing Institute, “Page views, shares, click-through rates, engagement — you name it, you can track it.”

However, unless you’re a data geek, finding and compiling the data can be a burden. Make sure that you’re using tools that allow you to easily track the metrics that matter and map the effectiveness of your content.

This should definitely start with basic yet powerful tools like Google Analytics, but it should also extend to powerful analytical tools like KISSmetrics and Uberflip.

With Uberflip’s Content Scores and suite of Metrics, you'll take the guesswork (and a lot of the manual effort!) out of the process of understanding which content and content mediums work and why. As you can see from the below screenshot, we’ve got at-your-fingertips insight into how well each piece of content we produce is generating both engagement and growth.

If you have a clear understanding of your goals, access to data, the ability to put that data into the proper context, and the tools you need to interpret and test that data, you’ll be able to stop rolling the dice with your content and crapping out with your content marketing strategy.

It’s time to stop gambling. At least when it comes to your content.

More : 10 Metrics to Close the Gap Between Marketing & Sales

http://hub.uberflip.com/h/i/7024378-10-metrics-to-close-the-gap-between-marketing-sales/71586

Source : Marketing

7 Free Must-Have Tools for Marketers

Whether you’ve got a big time marketing budget or you’re a startup with little (or no) dollars, harnessing the power of free tools can be a major advantage in your ability to move quickly, get meaningful data, make better decisions and find new ways to communicate with your audience.  

As an homage to the friendly companies that are every marketer's “best friend” (and to commemorate the launch of our own free tool), we’ve pulled together a few of our favorite tools that are available gratis.

1. BuzzSumo

This one is a personal fave of mine, and since I started using it I’ve actually upgraded to the paid version. With BuzzSumo you can analyze what content performs best for any topic or competitor. You’ll get insights into the type of content people are consuming online, where content is getting shared the most, and which content formats (i.e. infographics, blog posts, etc.) are working well.

2. Quick Sprout Website Analyzer

You don’t know what you don’t know. That’s where the Quick Sprout Website Analyzer comes in handy. Simply enter your website URL and sit tight as the tool sifts through your site and provides an analysis of various elements including, SEO,  social media impact, keywords and more. Once you’ve established a benchmark, the tool also provides prioritized recommendations so you can begin to improve your score.

3. SumoMe

SumoMe offers a ton of free tools that entrepreneurs and marketers can benefit from. If you’re looking for heat map, content analytics, social sharing, they’ve got you covered. But the tool that seems to have gained the most traction (probably because it's uber effective) is the list builder. It’s “stupid easy” to install and can boost your email sign up rate by 20% (maybe more!)

4. MozBar

Worried about SEO? Then Moz has your back. The MozBar lets you see important SEO metrics at a glance, shows how difficult it is to rank for a keyword and gives you a quick look at social metrics for Twitter, Google+, and Facebook. Here’s a look at the MozBar in action.

5. Hello Bar

Ever notice that little bar that appears at the top of some websites? If you have, then you’ve likely seen Hello Bar in action. This seemingly insignificant (and easy to implement) bar can help you get more clicks and send traffic down a particular path when they visit your site. Here’s a look at the Hello Bar in action on Buffer’s blog.  

6. Blog Topic Generator

Stumped for ideas? HubSpot’s Blog Topic Generator helps you think of ideas based on a few keywords that you provide. While this is a great way to get the idea ball rolling, you may get some interesting topic suggestions. As HubSpot mentions in the disclaimer, you may want to tweak them to be more relevant… and grammatically correct.

7. Uberflip eBook Generator

Do you create eBooks or whitepapers to build your mailing list or generate leads? The eBook Maker helps you transform your boring PDF into an engaging eBook in a matter of minutes. Once created, you can share your eBook providing your audience with a more compelling content experience that sets you apart from the rest.  

Transform your PDF into an Online eBook. Try the Uberflip eBook Maker for Free

Source : Marketing

Portrait of a Content Marketer: More Than a Marketer [Infographic]

Content marketing invites people from different backgrounds that aren't necessarily specific to business. But wherever they're coming from, content marketing requires them to learn outside the box.

Most content marketers seem to define their careers by becoming a master of one skill while exploring a breadth of related disciplines in business, technology, publishing, and the arts.

In fact, when describing today's content marketer he or she starts to look like more than a marketer.

This infographic paints a portrait of this versatile jack of all trades.

Source : Content Marketing

How to Explain Content Marketing to Non-Content People

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“What do you do?” It’s a simple question that kicks off conversations at networking events, parties, and family gatherings—but it can be deceptively difficult to answer. How do you respond when non-content people ask you what your job’s about? Do you slip into marketing jargon? Do you stutter through a long-winded reply? If your attempt to explain content marketing returns blank stares and dismissive nods, then your layman’s interpretation is falling short.

As marketers, we know that a message has to be customized for its intended audience. And since your audience has little to no exposure to content marketing, you must cater your explanation accordingly. Use these four tactics to help you educate and impress industry outsiders:

1. The One-Liner

Commit a one-liner to memory that succinctly summarizes content marketing. This will satisfy the polite but disinterested questioner enough to keep your conversation flowing, or invite someone more curious to launch a more in-depth discussion. Here are a few angles to consider:

The Definition: Being straightforward allows people to grasp the concept of content marketing in simple terms.

“Content marketing is the creation and sharing of digital content, such as articles and videos, that informs, educates, or entertains you.”

“Content marketing is a digital marketing technique that allows brands to attract customers through articles and videos.”

The Comparison: For uninitiated ears, it can be effective to explain content marketing by comparing it to what it is not: advertising.

“Instead of interrupting your online browsing with an ad, content marketing gives you valuable information through articles and videos that you choose to view.”

“While digital advertising focuses on promoting a brand, content marketing focuses on giving you helpful information that you want to see online.”

2. The Example

If your one-liner sparks a deeper conversation, further explain content marketing with a relatable example. Specificity allows people picture concepts in action. You can bring content marketing to life with the case study of a household brand. Here’s an example based off Colgate’s content hub:

“Colgate’s website features articles that help educate you about oral and dental health. Instead of directly promoting its toothpaste products, the articles focus on topics that people are searching for and talking about online, such as teeth whitening, bad breath, and braces. Sharing helpful information shows that Colgate cares about your needs and wants, not just toothpaste sales. It also shows Colgate is an authority and helps it stand out from its competitors. That way, the next time you’re in the market for toothpaste, hopefully you’ll be inclined to choose Colgate.”

3. The Elevator Pitch

Are you really trying to impress someone with the coolness of your job? Then craft an elevator pitch that glorifies content marketing. You’re a marketer, so go ahead and shamelessly market what you do. Take a benefits-first approach that highlights how content marketing helps the end user:

“Content marketing is a form of digital marketing that is actually useful to you. While advertising takes a hard-sell approach by blasting brand messages that beg you to click, content marketing takes a soft-sell approach by giving you valuable information through content you choose to engage with. Whether that information takes the form of an article, video, or infographic, it focuses on your interests and needs as they relate to a brand’s products and services. While content marketing helps you, it also helps brands since you form positive associations after receiving valuable information and are more likely to become a customer.”

4. The Story

Since the human brain is wired to remember stories, tell a story with your listener as the main character to explain content marketing. Make the story personally relevant by incorporating one of their favorite brands or activities. Here’s an example of how I would tell a story about content marketing to a friend who is an avid hiker:

“Let’s say you’re planning a hiking trip and need a new backpack. You go to Google and type ‘best hiking backpacks.’ One of the first results is an article entitled ‘How to Choose a Backpack – REI Expert Advice‘ on REI’s website.

“You click since it promises to help solve your problem and you trust REI as an established outdoor brand. The article gives you helpful information about choosing a backpack based on your trip length, backpacking style, and body type.

“After reading it, you feel prepared pick the ideal backpack with all the features you need. Since you’re on REI’s website, you decide to check out the backpacks it sells, and you end up buying one. It’s a win-win situation—you got the information and item you needed, and REI got a sale.”

The next time a non-content person asks what you do, be prepared to respond with a one-liner, example, elevator pitch, or story that clearly describes content marketing. Take off your marketing hat and share a jargon-free explanation that can be comprehended, remembered, and repeated.

source : Content Marketing

The big ideaL

 

The big ideaL™ is Ogilvy’s philosophy on how brands can thrive today. It was discovered, not invented. Looking at our successes and at other brands we admire, we saw that they all had a higher ideal at their core: a point of view on how the world should be coupled with a resolve to work for it. Big ideaLs can be fun or serious, grand or frivolous, and everything in between. Over the last four years, we have developed this philosophy into a practical technique to help our clients discover and develop ideals for their brands. We have also conducted research that has confirmed our belief that brands with strong ideals enjoy greater share of growth. There is real economic value in a big ideaL. At its heart, The big ideaL is very simple. It has two parts. The first concerns Cultural Tension: to be relevant and important, brands need a point of view on the big and small topics of the day. The second part is the brand’s Best Self: to be valid, a brand must have some authority to be able to hold its point of view. We find this by exploring the brand’s history and asking when the brand was at its best. It is in the intersection where these two parts meet that the magic lies. On this site you will find a paper that explains The big ideaL and shows how to develop one. You can also read our analysis of the research behind The big ideaL and view some of the recent creative work that came from the ideals of which we’re most proud.   Ogilvy & Mather’s Red Papers project is our international showcase for the counterintuitive and transformative thinking that flows throughout our network, the kind of thought leadership exemplified by The big ideaL. Ogilvy has written What’s The big ideaL as our first major public statement on this new thinking about brands and companies. What’s The big ideaL articulates a signature vision of how businesses can best meet the social and competitive pressures of the modern world. Ogilvy has refined The big ideaL over several years in engagements with global clients, and we have seen how powerful a well-crafted, wisely deployed big ideaL can be. We think it is something that every company should consider, Ogilvy client or not. The big ideaL™ makes good, intuitive sense. People ought to flock to brands that express a point of view consumers can identify and identify with. After all, we act that way when making friends, responding best to those people whose ideals we respect. But “ought to” isn’t good enough. We set out to prove that idealism – and The big ideaL in particular – helps brands succeed. David Coppock, Ogilvy’s Director of Advanced Modeling, developed a quantitative measure of brand idealism, compared it to other proven metrics for brand success, and concluded that The big ideaL improves brand performance. Put simply, Coppock proves in The Measure of The big ideaL that it works. Coppock identifies those categories and regions in which the idealism effect shines brightest, and he provides an invaluable segmentation of brand idealism. He shows, as we knew in our hearts and knew from our clients’ success, that The big ideaL is one of the most valuable tools a brand can make use of. If you heard that the secret to stronger market share and higher profits was hidden somewhere inside your company, you’d leave no stone unturned in trying to find it. And if you found out that using this secret did not require a massive capital outlay or a risky strategy, you would not hesitate to try it. That secret is The big ideaL, and the original customer research Ogilvy commissioned proves that a strong big ideaL means strong sales. Simply put, The big ideaL sells big. Our research shows that customers consider brands with strong big ideaLs to be their first choice How can you increase your market share and sales by using The big ideaL?

Ogilvy & Mather Agency Visit: Mở cánh cửa vào thế giới quảng cáo

Chiều 28/11/2014, 40 học viên AiiM đã có mặt đông đủ tại tòa nhà Centec Tower để chuẩn bị cho chuyến tham quan văn phòng Ogily & Mather Vietnam. Mục đích của các bạn khi đến đây là mong muốn có thể hiểu rõ hơn về thực tế công việc của ngành truyền thông sáng tạo, định hướng bản thân và tiếp xúc với môi trường của một trong những công ty quảng cáo lớn nhất thế giới tại Việt Nam. Trải nghiệm này sẽ là động lực to lớn để các bạn có thêm phần tự tin, chuẩn bị kỹ càng để bước chân vào thế giới sáng tạo cực kỳ năng động.

“16 năm trước tôi đã bắt đầu sự nghiệp quảng cáo của mình tại Ogilvy & Mather. Hôm nay được quay lại đây, tôi có cảm giác như mình quay trở lại ngôi nhà xưa kia, giờ đây đã trở nên lớn hơn rất nhiều. Cảm giác thật xúc động” - Chia sẻ từ chị Diệu Anh, Hiệu trưởng Học viện AiiM.

Chúng tôi di chuyển thành ba nhóm khác nhau để lên đến tầng thứ 11 của tòa nhà Centec Tower, nơi tọa lạc trụ sở chính của Ogilvy & Mather Vietnam. Bước qua cánh cửa bằng kính trong suốt, được dán hàng chữ Ogilvy màu đen ở trên, cảm giác của chúng tôi vô cùng ngỡ ngàng và phấn khích, chúng tôi càng tò mò muốn biết về không gian đằng sau cánh cửa này.

Nếu bạn có dịp đến thăm văn phòng của Ogilvy & Mather Vietnam, chắc chắn bạn sẽ rất ấn tượng khi bước qua cánh cửa của văn phòng, nhìn thấy chiếc đầu khổng lồ được tạc theo chân dung của ông David Ogilvy, người sáng lập Ogilvy & Mather. Đằng sau bức tượng lớn này là không gian cho các vị khách bước vào trong, ở đây sẽ có một màn hình cảm ứng lớn cung cấp cho người xem thông tin về công ty xung quanh ba chủ đề lớn

• Thông tin về Ogilvy & Mather Vietnam (chính sách, nhân sự, triết lý,…)
• Những dự án mà công ty đã từng thực hiện (TVC, Print,…thể hiện qua các case- study)
• Tiểu sử về David Ogilvy

Video trình chiếu tại “Chiếc đầu Ogilvy lớn”.

Chúng tôi được tiếp đón vô cùng nồng hậu bởi các đại diện từ phía Ogilvy & Mather Vietnam, Chị Nguyễn Diệu Phương Trâm - Trainee Leader, Chị Thảo - Group HR & Office Manager cùng với sự góp mặt đặc biệt của Alex Clegg, Group Managing Director của Ogilvy & Mather Vietnam. Họ đón tiếp chúng tôi bằng vẻ ngoài lịch lãm nhưng lại vô cùng thân thiện và nhiệt tình, điều này làm cho chúng tôi cảm thấy thoải mái hơn rất nhiều.

Được hướng dẫn đi vào bên trong phòng họp chính của công ty, chúng tôi được sắp xếp chỗ ngồi, lắng nghe Alex Clegg giới thiệu về công ty, bản thân ông và làm quen với các bạn học viên.

Ông Alex Clegg khởi nghiệp trong ngành quảng cáo với vị trí Strategic Planner, ông đã sống và làm việc tại Việt Nam hơn 9 năm. Cách nói chuyện của ông vừa thân thiện vừa hài hước làm cho cả không gian của phòng họp sôi động và “nóng” hẳn lên.

Ông lần lượt giới thiệu đến chúng tôi lần lượt về David Ogilvy, rằng ông là một nhân vật lớn của ngành quảng cáo hiện đại, nhiều câu châm ngôn của ông vẫn đang là kim chỉ nam cho các thế hệ người làm quảng cáo mãi về sau. Bạn có thể tìm hiểu thêm về tiểu sử của David Ogilvy tại đây.

Alex cũng tự hào khoe với chúng tôi về thành tích “Network of the Year” của họ tại Cannes Lions năm 2014 và hai năm liên tiếp đoạt giải Effie’s World’s Most Effective Agency Network cho năm 2012 và 2013.

Alex nói với chúng tôi về lợi ích mà group agency có được khi họ xây dựng được một mạng lưới network rộng khắp thế giới. Đặc biệt là khi triển khai các hoạt động kinh doanh tại vùng, nhất là khu vực châu Á, với sự khác biệt lớn về văn hóa Đông - Tây, nhưng các quốc gia là láng giềng của nhau lại mang rất nhiều điểm tương đồng về văn hóa và hành vi. Network sẽ hỗ trợ về kiến thức, đặc điểm văn hóa và các case-studythành công để các văn phòng của hãng ở các quốc gia có thể đối chiếu và học hỏi.

Mô hình hoạt động của Ogilvy & Mather Vietnam hiện tại và cũng là mô hình được source : brandsvietnam.com

The problem isn’t that life is unfair – it’s your broken idea of fairness

Unless you’re winning, most of life will seem hideously unfair to you.

The truth is, life is just playing by different rules.

The real rules are there. They actually make sense. But they’re a bit more complicated, and a lot less comfortable, which is why most people never manage to learn them.

Let’s try.

Rule #1: Life is a competition

That business you work for? Someone’s trying to kill it. That job you like? Someone would love to replace you with a computer program. That girlfriend / boyfriend / high-paying job / Nobel Prize that you want? So does somebody else.

We’re all in competition, although we prefer not to realise it. Most achievements are only notable relative to others. You swam more miles, or can dance better, or got more Facebook Likes than the average. Well done.

It’s a painful thing to believe, of course, which is why we’re constantly assuring each other the opposite. “Just do your best”, we hear. “You’re only in competition with yourself”. The funny thing about platitudes like that is they’re designed to make you try harder anyway. If competition really didn’t matter, we’d tell struggling children to just give up.

Fortunately, we don’t live in a world where everyone has to kill each other to prosper. The blessing of modern civilisation is there’s abundant opportunities, and enough for us all to get by, even if we don’t compete directly.

But never fall for the collective delusion that there’s not a competition going on. People dress up to win partners. They interview to win jobs. If you deny that competition exists, you’re just losing. Everything in demand is on a competitive scale. And the best is only available to those who are willing to truly fight for it.

Rule #2. You’re judged by what you do, not what you think

Society judges people by what they can do for others. Can you save children from a burning house, or remove a tumour, or make a room of strangers laugh? You’ve got value right there.

That’s not how we judge ourselves though. We judge ourselves by ourthoughts.

“I’m a good person”. “I’m ambitious”. “I’m better than this.” These idle impulses may comfort us at night, but they’re not how the world sees us. They’re not even how we see other people.

Well-meaning intentions don’t matter. An internal sense of honour and love and duty count for squat. What exactly can you and have you done for the world?

Abilities are not prized by their virtue. Whatever admiration society awards us, comes from the selfish perspectives of others. A hard working janitor is less rewarded by society than a ruthless stockbroker. A cancer researcher is rewarded less than a supermodel. Why? Because those abilities are rarer and impact more people.

We like to like to think that society rewards those who do the best work. Like so:

But in reality, social reward is just a network effect. Reward comes down mostly to the number of people you impact:

Write an unpublished book, you’re nobody. Write Harry Potter and the world wants to know you. Save a life, you’re a small-town hero, but cure cancer and you’re a legend. Unfortunately, the same rule applies to all talents, even unsavoury ones: get naked for one person and you might just make them smile, get naked for fifty million people and you might just be Kim Kardashian.

You may hate this. It may make you sick. Reality doesn’t care. You’re judged by what you have the ability to do, and the volume of people you can impact. If you don’t accept this, then the judgement of the world will seem very unfair indeed.

Rule #3. Our idea of fairness is self interest

People like to invent moral authority. It’s why we have referees in sports games and judges in courtrooms: we have an innate sense of right and wrong, and we expect the world to comply. Our parents tell us this. Our teachers teach us this. Be a good boy, and have some candy.

But reality is indifferent. You studied hard, but you failed the exam. You worked hard, but you didn’t get promoted. You love her, but she won’t return your calls.

The problem isn’t that life is unfair; it’s your broken idea of fairness.

Take a proper look at that person you fancy but didn’t fancy you back. That’s a complete person. A person with years of experience being someone completely different to you. A real person who interacts with hundreds or thousands of other people every year.

Now what are the odds that among all that, you’re automatically their first pick for love-of-their-life? Because – what – you exist? Because you feel something for them? That might matter to you, but their decision is not about you.

Similarly we love to hate our bosses and parents and politicians. Their judgements are unfair. And stupid. Because they don’t agree with me! And they should! Because I am unquestionably the greatest authority on everything ever in the whole world!

It’s true there are some truly awful authority figures. But they’re not all evil, self-serving monsters trying to line their own pockets and savour your misery. Most are just trying to do their best, under different circumstances to your own.

Maybe they know things you don’t – like, say, your company will go bust if they don’t do something unpopular. Maybe they have different priorities to you – like, say, long term growth over short term happiness.

But however they make you feel, the actions of others are not some cosmic judgement on your being. They’re just a byproduct of being alive.

Why life isn’t fair

Our idea of fairness isn’t actually obtainable. It’s really just a cloak for wishful thinking.

Can you imagine how insane life would be if it actually was ‘fair’ to everyone? No-one could fancy anyone who wasn’t the love of their life, for fear of breaking a heart. Companies would only fail if everyone who worked for them was evil. Relationships would only end when both partners died simultaneously. Raindrops would only fall on bad people.

Most of us get so hung up on how we think the world should work that we can’t see how it does. But facing that reality might just be the key to unlocking your understanding of the world, and with it, all of your potential.