我要学摄影：PICA_CLEMENGER.ppt

clemenger bbdoclemenger bbdo photo imaging council of australia research-strategy-action tuesday 25th june 2002 clemenger bbdoclemenger bbdo key challenges to maintain and build strong and enduring growth within the industry. to use future brand and retail communications to drive this growth. to incorporate key research learnings into these communications. clemenger bbdoclemenger bbdo situation analysis advertisingsponsorshipretailpromotionspackaging strategic send us pic of you in new just jeans outfit - voucher for next purchase clemenger bbdoclemenger bbdo be prepared get carrying a camera to be second nature have special photo bunny (bloke in suit!) released in various towns across australia you have to spot him & send in photograph to win $ clemenger bbdoclemenger bbdo anticipation drive processing via the in-store experience currently this is largely a non issue for consumers as it doesnt have a role in the overall photographic experience yet looking at photos immediately, in-store is common opportunity to make in-store an issue, give it a significant & social role e.g. coffee shop as part of the store, starbucks voucher tie-in clemenger bbdoclemenger bbdo in summary a critical time for your industry globally: technology fragmenting & yet converging at an accelerating rate traditional camera brands under threat from telecomms, computer & digital brands australia: a market & a culture where photography has never been entrenched as a noted national past-time traditional occasions decreasing clemenger bbdoclemenger bbdo in summary clear need to safe-guard your turf & cause a renaissance in australian photography to inspire & educate people as the why & how of taking photos & printing them perhaps to focus the entire industry around one aim: re-energise photography via the creative potential of digital or for each brand to look to itself: to its core competency & consider how best to interpret & communicate their essence in toda