邦德环球传媒公司企业推介报告2009年[英文版]

1,Bond Universal Media Company,Group Overview,Bond Universal Media Company is a leading premier media group, which was established in 2003. It holds the exclusive operating rights to one of the channels of the largest state-owned national televised broadcast station, channel CCTV-15. Under the group, Bond Universal Advertising Company, Bond Enterprises Public Relations, XinQiaoShengShi Advertising Company, and other subsidiaries, offers skilled services in media marketing, media buying, brand promotion, event hosting, government relations and public affairs.,The Group works closely in-hand with CCTV, Xinhua News Agency, Peoples Daily, National Satellite TV Network and other mainstream media channels. The Groups influential advisory board consists of the CCCPC Publicity Department and the national media regulatory agencies. The Groups has earned both domestic and global recognition in the representation for clients like McDonalds , China Open, Ascendas, Danone, LiNing sports, BMW China, China Mobile, ICBC, and etc.,Group Overview,4,Bond Public Relations,Bond Public Relations is an integrated PR consulting and communications firm providing high-end services to high-profile clients.Have a strong network & relations with public & government affair related agencies and an exclusive high-profile consultancy team Provide comprehensive solution tailored to clients needServed many well-known international corporations with a wealth of practical experience and successful cases Our core competency lies in our genuine ability tosolve practical problems .,About Bond PR,Services we provide:,Public Affair & Government Relations Market Entry & Investment Strategy Corporate Brand Image ManagementCorporate Social Responsibility Strategy & AffairsInvestor Relations ManagementSpecial Event Communication,Media strategic relationship-buildingCrisis ManagementFinancial PRBrand Positioning & Marketing PlanningMarketing Communications Environment ResearchSports Marketing,About Bond PR,7,Success Case Study,8,Public Affairs & Media ManagementChina Open,China Open Case Study - Public affairs and high profile media management,Since 2004, Bond is the PR agency for the Organizing Committee Wang Qishan (Member of the Standing Committee of thePoliticalBureauof the Party Central Committee, Secretary of the CPC Central Commission for Discipline Inspection) to serve as Honorary Director of the Organizing Committee Each year, more than 100 ministerial-level officials and minimal of four current Standing Committee members of CPC in attendance Being a single sports eventswith the most broadcasting hours of CCTV,Bond PR Classic Case Study,Create Brand Value,Since 2004, the China open are included by ATP, SE WTA and ITF events The only tennis tournament named after our country -“China” One of Asias top competitions with most players taking part in One of most watched tennis tournaments in Asia One of Asias tennis tournaments with most commercial value,Bond PR Classic Case Study,11,Crisis Management & Public Affair Evian,Background: In 2006, The commercial dispute of Danone & Wahaha Group broke out in China and ended up with the withdrawal of Danonein 2009. In 2007, Evian, the high-end mineral water of Danone, experienced the “bacteria door” crisis in China. . The crisis rooted in the differences between domestic and international standards of natural mineral drinking water. At the same time, CCTV planed to broadcast the negative reports, if so, Evians brand would have been ruined in China,Bond PRs intervened in 2007.,Overall Strategy：,Bond PR established “3-step” strategy to the crisis management of Evian in the China market.,Step 1,Step 2,Step 3,Stop Crisis Occur,Solve Root of Crisis,Crisis Turn to Opportunity,Bond PR Classic Case Study,1,Stop Crisis Occur To help Evian stopping China Central Televisions negative reports. A few hours before the negative news appeared on the air, Evian maintained its brand image in time through Bonds successful coordination and management.,The Influence of CCTV in China CCTVs attitude towards a certain product is often regarded as the attitude of government departments, at some point will have been given some kind of political symbol and a national will. If CCTV had broadcasted the negative reports, Evians brand would have been ruined in China.,Bond PR Classic Case Study,The introduction of the New Standard, greatly reduced the likelihoods of repeated crisis with Evian products from happening again.,2,Solve Root of Crisis,In 2009, the new “Standard of Natural Mineral Drinking Water” was formally promulgated.,By the positive communication with high-level government, Bond played a positive and constructive role in promoting the new industry standard of China bottled water. The new “Standard of Natural Mineral Drinking Water” has been deleted contrary to items of Evians.,Bond PR Classic Case Study,3,Crisis Turn to Opportunity,The documentary of Evian brand story “The Town of Water” was broadcasted by CCTV-2 in March 2011.,Flowing up the memento of the new standard launch in China, Bond promoted the cooperation between Evian and CCTV on brand documentary, which is filmed in the water source of Evian in France. The documentary was broadcasted around the International Consumer Rights Day(15th，March) Get along with Bond, Evian has reached its greatest period of brand awareness since its entered the market of China .,Bond PR Classic Case Study,GovernmentPublic Relations & China Affair ConsultingSingapor Ascends,Background: Starting from the end of 2009, Bond assisted Ascendas on the strategies planning and high-level government relations set-up, which laid a sound and robust foundation for Ascendas China business development.,Bond PR Classic Case Study,1. Establish the government PR and China affairss strategies,Bond PR Classic Case Study,Conduct survey and management interviews for situation studies;Clearly define the government PR needs based on Bonds “know-how” of government structure and working priorities Build and enhance local government relations,2.Build local government PR in three main industrial Parks,Bond PR Classic Case Study,3.Establish the Strategic Alliances with China central government and provide advice on Adcendas consultants for China GR,In February 2011, Bond PR successfully arranged a significant meeting for group president Ms. Chong Siak Ching and Vice Minister from Ministry of Housing and Urban of PRC. Set up a consultants group for Ascendas to smooth its future business development.,Bond PR Classic Case Study,4.Provide monthly tailor-made GR research report,Provide monthly tailor-made China government PR report, including the interpretation of Central governments policies, the working priorities of industrial parks and personnel movement and updates .,Bond PR Classic Case Study,22,Bond Universal Advertising,Bond Advertising is a full-media AD agency. We provide total solution of media advertising, focus on TV ad area. Through media data-analysis, we develop tailor-made media strategy combined with media negotiation and purchasing implementation to ensure ad precision delivery. Good relationship with CCTV, satellite TVs, broadcast network and print media, cover metropolitan cities in China.Familiar with all features of every single TV mediaData analysis methods & system comparable 4A agency qualityProviding competitor analysis and other professional added-service,About Bond Advertising,The honor Bond received through the in-depth cooperation with CCTV,Bronze Medalist of 2008 top 10 and super agencies of CCTV (among 20,000 agencies) Bond and CCTV, together launched a nationwide McDonalds Small Olympic Cheer Champion, during the 2008 Olympic Games. The scope of the activities cover the whole country. The program ran for over a year, with total air time exceeding 60 hours.,Bond PR Classic Case Study,25,Success Case Study,26,Integrated PR &Advertising ServiceMcDonalds,2008 5.12 after the Sichan earthquake, McDonalds was put on “stingy donations multinationals” list which spread explosively on the Internet. Once Bond got information, through the active communication with CCTV within two hours, a piece of close caption text news on McDonalds contributions appeared during the news broadcast.,After Bonds PR service : set up a wealth of Government resources;establish strong partnership with core media; During the 2008 Beijing Olympics, utilize advertising McDonald has grown steadily and rapidly in China under a better public opinion and media environment.,Before Bonds PR service : The acceptance of the fast food in China market still need to be increased;The positivemedia exposure and the brand popularity were all limited.,McDonalds suspected employment of child labor incident American childrens book Chew on this,Bond Advertising Classic Case Study,Remarks: Due to the change of McDonalds Management in the end of 2010, Bond is no longer serving as the Public Relationship and AD agency for McDonald and nowadays all public affair and crisis related matters are handled by other companies.,Direct Economic Benefits:,Since Bond took over advertising, starting in 2007, our services not only meet the rigorous McDonalds demands, but also greatly reduce advertising cost. Therefore, McDonalds has received the direct economic benefits.Significant cost savings were achieved with the two media sources that McDonalds worked with:CCTV ads cost savings of 15%Beijing TV ads cost savings of 10%,Bond Advertising Classic Case Study,100 Chinese children and 200 children around the world had the opportunity to watch theBeijing 2008 Olympic Games in person CCTV childrens channel produced a special program called small Olympic champion. This program was specifically tailored for McDonalds ads needs. On August 9, 2007, The International Olympic Committee President Jacques Rogge, BOCOG Executive Vice-President, Wang Wei, Michael Phelps, Guo Jingjing, along with other Chinese Olympic gold medalists attended the news conference.,Bond and CCTV, together launched a nationwide McDonalds Small Olympic Cheer Champion, during the 2008 Olympic Games. (The scope of the activities cover the whole country. The program ran for over a year, with total air time exceeding 60 hours.),Bond Advertising Classic Case Study,The XinQiaoShengShi Advertising Company,CCTV Music channel, the most authoritative and professional music communication platform, is the founder and carrier of the social mainstream music culture.Music channel consists of 15 regular columns, including Classical Music, Folk Songs, Star Concert, Music News, Grand Show, Chamber Music, and a variety of authoritative music competitions.,About XinQiaoShengShi Advertising Company,XinQiaoShengShi advertising company, a wholly owned company by Bond Universal Media, is dedicated in CCTV Music Channel advertising operation since gained the excusive ad right by competitive bidding in 2010.,CCTV Music, national top professional music channel,Music no borders， Music everywhere,Music is a bridge between the brand and consumers, whats more,it is an effective way to express what the brand represents,National top music platform, national leaders highly concern;Symbol of elegance and taste, a variety of programs Attract high-level group with high commercial value,快乐琴童,Found under the direction of national leaders in 2004,With the directly guidance and concern of national leaders, CCTV Music channel was found on March 29,2004. As loyal audiences and music lovers, many top national leader gave valuable comments to help improve the quality of the channel. CCTV Music channel has received a plenty of cares and attentions from people of all circles in the course of channel development. Till now, CCTV Music channel has became one of most popular music channels among music fans in China. As the first national music professional TV platform, CCTV Music channel fill a gap in musical communications history in China. The foundation of CCTV Music channel is also a remarkable achievement in the promoting spiritual civilization.,Channel development direction & positioning,CCTV Music Channel DirectorTop 100 China TV ArtistsThe director in chief of CCTV Spring Festival Gala in 1991, 1994, 2005, 2006 and 2009, was cited for contribution in TV, awarded by Hu Jintao in personReceived the highest accolade in TV art area three years on end,Kun Lang,Classical MusicInnovative,Folk MusicFashionable,Pop MusicArtistic,Attractive program content,Classic,Pop,Folk,With unique channel positioning, CCTV Music channel attracts more and more loyal high-level audiences and tasteful people;A variety of program contents cater for different audiences demandsBrilliant music fasten the emotional bond between the audience and the channelWonderful channel program create great commercial value which is the key to promote the brand and draw the sustained attention,Cover high-level audiences,Attract tasteful group,Gather businessmen and politicians,Loyal audience with higher income,数据来源：CSM 2011.01-08 4+ 5000+,Profile of CCTV Music channel audienceWith high-quality life, good tasteand a decent social status,Percentage of audience with RMB 5,000+ family income,The Senior Management Team,Steven Wang, ChairmanWith more than 15 years of financial investments, business management, large commercial developments, and media operations experiences both in the government and private sectors, Steven Wang has established a well respected reputation in both the political and business communities with profound social resources.Previously held senior management positions at prestigious domestic and international finance TriLink Enterprise Group, Redwood Capital Inc., and Bond Universal Media