I reviewed hundreds of portfolios in one week. Nine things stood out.
From the risks of discounting to the risks of psychological price thresholds, the authors outline five pitfalls brands should avoid when it comes to managing product portfolios.
Ogilvy & Mather China held IHAVEANIDEA’s annual Portfolio Night, the world’s largest simultaneous creative portfolio review, on May 22 in Beijing and Shanghai, joined by 24 participating cities around the globe. Nearly 150 participants from all over China came to meet with creative directors from the agencies including O&M, JWT, Leo Burnett, BBDO and many others to network, get professional tips—and get recruited.
HONG KONG - Campaign Asia-Pacific has launched Portfolio, an online showcase for agencies to display their work and for brand marketers to explore their agency options.
BEIJING - An analysis of the third annual BrandZ Top 50 Most Valuable Chinese Brands as a 'stock portfolio' shows that it consistently outperforms the MSCI China stock market index over the past two years, according to Millward Brown.
43 senior creatives from 19 agencies took part in the annual portfolio review event hosted by Ogilvy & Mather, with the agency offering nine paid internships on the spot after meeting with more than 140 students. Happening in 18 cities worldwide, the China events were the first to kick off Portfolio Night 10. Each candidate received 45 minutes of undivided attention from three senior creatives.
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