Title

ACE Saatchi & Saatchi worldwide

Date of Publication

1997

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Commerce Major in Marketing Management

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising Department

Abstract/Summary

Ace/Saatchi Advertising is one of the largest advertising agencies here in the Philippines. In following their belief that the company should maintain sound policies and principles, the head organization of Saatchi & Saatchi Advertising Worldwide has decided upon a corporate name change. Their newest CEO, Mr. Kevin Roberts, stated that Saatchi & Saatchi should go beyond advertising and become a global, total communications company. The proponents know that the company is changing their name in line with the head office and the proponents all believe that they can.

The proponents then approached Ace/Saatchi & Saatchi Advertising with a proposal to make an advertising campaign to promote the agency's change of name. Now, with the recent AdAsia Awards finished, it is the perfect opportunity for the agency to promote its new corporate name. From our findings the main problems were the industry's perception of the agency and the economy of the country.

The change of name advertising campaign is not intended to attract new clients to the agency. It is there merely to inform the target market of its new name and make the agency stand out among the rest as the same company with a new perspective on advertising.

Soon this will help to build the goodwill and presence of Ace/Saatchi & Saatchi Advertising in the Philippines. Which will be the course that will make the agency the market leader in the Advertising industry.

Abstract Format

html

Language

English

Format

Print

Accession Number

TU09885

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

Physical Description

52 numb. leaves

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