WPP - The 360 Degree Brand in Asia

The 360 Degree Brand in Asia

Mark Blair, Mike Murphy, Richard Armstrong
Ogilvy & Mather Tokyo

John Wiley & Sons
2003

A professional's guide to forecasting budget allocations and planning brand marketing campaigns, 360° marketing is a proprietary method of looking at brand marketing developed by Ogilvy & Mather's international partners.

As companies seek new ways to globalize, this original concept offers a useful and dynamic framework from which companies can effectively plan their brand marketing and budget allocation. The book reveals this new method to readers and explains in simple, straightforward terms how it works.

Filled with a variety of case studies including IBM, American Express, Pond's Institute, Nestlé and Milo, it is a practical and useful guide for all marketers. Expert advice and in-depth insights will help marketers and advertisers allocate their resources and combine all elements of the communication mix in an effective and cohesive manner.

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About the Author

Currently President and Representative Director of Ogilvy & Mather Japan, Mark Blair joined O&M Asia/Pacific as its first Regional Planning Director in May 1996, based in Hong Kong.

Since then he has helped build a network of around 70 planners across the region. Taking on the Group Director of Strategy role in July 2000, Mark brought a coherence of perspective and convergence of approach to the agency's 360 Degree philosophy and its interpretation across the business.