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        一汽-大眾銷售有限責任公司大眾品牌市場部整合營銷策略、創意及公關年度代理招募公告
        • 發布時間:2020年12月02日
        • 來源:一汽-大眾汽車有限公司
        • 分享
        • 2020年12月02日
        • 一汽-大眾汽車有限公司
        • 分享

        (轎車及全品牌類)

          由于公司業務發展需要,現需要招募大眾品牌市場部整合營銷策略、創意及公關年度代理公司——轎車及全品牌類。敬請關注并認真閱讀以下內容:

          1. 招募標準:(以下條件為硬性條件、否決項)

          1.1 參與招募的公司須成立于2014年10月1日之前,注冊資金500萬人民幣及以上(公告發布后增資無效),知名的國際國內4A廣告公司或中國(含國際)公關協會認證的公關公司,須在中國大陸設有辦公室,該辦公室須成立于2014年10月1日之前;公司須有5年及以上服務汽車客戶的資歷,設立在中國大陸辦公室各類專業人員總計100人以上;

          1.2 服務經驗:近五年(2016.1.1-發布日)有為主流汽車品牌或其他行業主流品牌(見附件1)提供傳統策略創意或數字策略創意的服務或公關策略創意服務或整合策略創意服務;

          1.3 公司近5年(2016.1.1-公告日)需有一家汽車客戶或其他行業主流品牌的策略創意服務年費(含傳統、數字、公關策略及創意,可疊加)年均不低于1000萬人民幣,所有汽車客戶或其他行業主流品牌的策略創意公關服務年費總計不低于2000萬人民幣;

          1.4 有較強的創意能力和專業素質,近5年內汽車品牌或其他行業主流品牌視頻廣告創意及制作數量不少于5個,平面創意不少于15個,廣告作品或營銷案例(全行業)在廣告業內獲得國內外知名獎項數量在5個以上(包括金、銀、銅獎),其中汽車營銷案例至少1個獎項。

          1.5 須有較強的第三方資源,包括3家以上視頻制作公司、3家以上圖片制作公司,3家以上調研及咨詢公司,客戶大數據資源、3家以上活動公司等。

          1.6 須有多平臺(如知乎、抖音、B站、小紅書、微博等)內容策劃、產出經驗或第三方資源相關經驗等。

          1.7 資質要求:有效的營業執照且未超營業范圍經營,具備獨立承擔民事責任的能力;依法繳納稅收和社會保障資金;近三年經營活動中不存在違法違紀記錄,企業信用良好;愿意與一汽-大眾共同預防和治理不廉潔行為,遵守一汽-大眾保密及相關方安全管理規定;簽署一汽-大眾要求的自證文件等(信息以公告發布日為準,簽署附件2)

          2. 業務范圍:

          2.1 作為大眾品牌市場部整合營銷策略、創意及公關年度代理公司(轎車&全品牌類),負責提供涵蓋傳統、數字、公關等360度整合營銷策略,包括但不限于品牌傳播策略,產品傳播策略,公關傳播策略、活動策略、媒介策略、電商、官網等數字化平臺運營策略、競品動態跟蹤及分析、營銷效果評估等;

          2.2 負責整合創意的開發、制作工作,包括但不限于整合創意概念、線上傳播物料、線下活動物料、經銷商展廳物料等設計工作,以及TVC、平面、功能片、網絡視頻、海報、動畫、3D建模、廣播等傳播物料的制作執行工作;

          2.3 負責各種營銷內容的開發、IP營銷資源的整合開發,運營管理和營銷執行等工作;

          2.4 負責事件營銷、圈層營銷、媒體公關活動、社會化營銷的策劃及執行等,包括但不限于微博、抖音/快手、B站、知乎、直播等;

          2.5 客戶洞察,包括但不限于,定性定量調研、咨詢、大數據資源購買等,通過這些渠道,整合研究自身產品的目標客戶的特征、屬性、觸媒習慣等,并定期迭代,提煉客戶的核心需求,依此準確識別產品或品牌能為客戶帶來的核心價值,時刻跟進競品的客戶特征、屬性等,及時提出差異化、針對性的用戶運營策略、傳播策略、內容策略等上述的所負責開發的策略及創意內容

          2.6 負責大眾品牌及車型在社會化媒體平臺(含官方賬號)的內容產出、事件策劃及執行等(包括但不限于微博、抖音/快手、B站、知乎、小紅書、今日頭條等),具體內容包括不限于運營策略及規劃(如日常運營、專題運營、重要事件社會化營銷等)、平臺活動創意及內容制作、流量采買、媒體內容、IP及KOL合作、粉絲溝通與維護、直播傳播規劃及內容策劃、執行,以及以上工作中涉及到的車輛、差旅等輔助工作;

          2.7 負責服務營銷方面涵蓋傳統、數字、公關等多維度的年度/季度整合營銷策略規劃、媒介渠道運營、活動創意產出、營銷素材制作、核心營銷項目活動落地執行等工作;

          ①營銷策略工作:包括但不限于品牌傳播策略,活動策略,媒介管理策略,競品動態跟蹤等;

          ②媒介渠道運營:包括但不限于微信公眾號、視頻號、抖音賬號、支付寶生活號等線上媒介渠道的運營管理及規劃;

          ③創意產出及營銷素材工作:核心項目整體創意設計開發,包括但不限于全年客戶關愛活動創意,920品牌服務節創意,多渠道線上活動創意,事件營銷創意,關鍵營銷節點海報設計等創意及執行制作工作;

          ④核心項目執行:包括但不限于品牌升級發布會、客戶關愛活動執行、920服務節活動等活動及運營執行工作。

          ⑤服務品牌升級與營銷推廣:包括但不限于服務LOGO設計、服務品牌傳播策略、客戶體驗提升全案、品牌發布規劃及中長期推廣策略。

          2.8 在服務質量滿足業務部門要求的前提下,所有負責范圍平均年業務總額有希望達到100百萬量級

          3. 招募須知:

          3.1 簽約后業務范圍:大眾品牌市場整合營銷策略、活動策略、媒介策略、傳播創意及制作、公關活動執行、內容營銷、社會化營銷、IP營銷、官方社交賬號內容策略、運維策略、內容制作、售后服務營銷、客戶洞察等等;

          3.2 商業機密保護:若招募成功,該簽約公司必須遵守一汽-大眾汽車有限公司相關保密協議。

          3.3 符合招募標準且有意愿參與招募評選的公司請將本公告第4條規定的資料掃描件(內容需清晰可見)或相關視頻按要求的順序命名存于U盤中(按第4條規定分別命名9個文件夾按順序存放),通過順豐/EMS快遞郵寄至一汽-大眾汽車有限公司采購部和大眾品牌市場部各一份,須在北京時間2020年12月16日24:00前投遞,逾期提交的資料視為無效。另請以郵件形式通知順豐快遞郵寄時間和快遞號,以備查檔所需,注明參與的招募品類。

          具體通訊地址及聯系方式詳見下面內容:

          采購部郵遞地址(順豐郵寄):吉林省長春市安慶路5號一汽-大眾汽車有限公司206號門27號樓采購部,一般材料采購部 營銷服務與IT采購科 陳天琦 收  郵編:130011

          聯系方式:

          陳天琦:0431- 81270804

          Email: tianqi.chen@faw-vw.com

          馬琳娜:0431- 85750597

          Email:linna.ma@faw-vw.com

          市場部郵寄地址(EMS郵寄):

          北京市朝陽區新源南路8號啟皓大廈東塔十層一汽-大眾市場部 郵編:100020

          張寶山: 0431-85865502

          Email:baoshan.zhang@faw-vw.com

          4. 須提交資料:

          4.1 申報表(請見附件)請如實填寫貴司相關信息,加蓋公司公章并請法人代表簽字。

          4.2 公司資質:經年檢合格的營業執照,稅務登記證,組織機構代碼證及其它證明材料;法人代表證明書或法人委托書;法人代表身份證、經辦人身份證;(以上內容請提供復印件;營業執照請加蓋公司公章并提供營業執照官網真偽查詢信息);中國大陸辦公室具體地址及相應成立時間(須提供證明材料);報名公司旗下的分公司及全資子公司資質業績可記在報名公司資質業績中。

          4.3 公司管理機構及人員情況:管理層機構及人員介紹,策略專業人員介紹(數量、工作年限、資質等),創意專業人員介紹(數量、工作年限、資質等),西方(歐洲、北美)專家人員介紹(數量、工作年限、資質等)。(注:需至少提供100名以上人員2020年以來連續半年的政府部門簽發的社保繳納證明,名單應該源于4.3提報的介紹人員,注明查詢網址,賬號及密碼以供核實,外籍人員若無社保,可提供勞務合同等其他證明材料);

          4.4 近5年(2016年、2017年、2018年、2019年、2020年)項目作品:近5年主流汽車行業及其他行業主流品牌的電視/網絡視頻廣告作品(數量、清單及簡介)、近5年主流汽車行業及其他行業主流品牌平面廣告作品(數量、清單及簡介),近5年廣告創意獲獎情況(獲獎證明材料復印件并加蓋公司印章,包含電視廣告及平面廣告、營銷案例等),近5年主流汽車行業整合傳播成功案例,包括整合營銷策略、規劃方案、內容營銷傳播案例、IP營銷案例、社會化傳播營銷案例、媒介策略及投放案例、公關活動策劃及執行案例、公關事件傳播、售后服務營銷等,相關案例的視頻、平面等內容請以U盤方式提交。

          4.5 近5年(2016年、2017年、2018年、2019年、2020年)服務客戶情況:在中國服務汽車品牌(含新能源汽車品牌或新能源產品)及其他行業主流品牌客戶情況(服務時間、服務范圍、服務年費),提供合同掃描件作為證明材料。

          4.6 提供合同、協議或其他證明材料:包括3家以上視頻制作公司、3家以上圖片制作公司,3家以上調研及咨詢公司,客戶大數據資源、3家以上活動公司等;其中大數字資源方面,請明確為自有數據資源,購買第三方資源,戰略合作資源等,如數據資源已商業化,請另附為其他品牌提供服務的合同、協議等證明材料;

          4.7 提供關于多平臺(如知乎、抖音、B站、小紅書、微博等)內容策劃、產出經驗或第三方資源相關經驗等的證明材料,如合同(體現服務內容),案例簡介(視頻可單獨存儲在U盤)

          4.8 近三年的增值稅和所得稅納稅證明,社會保障金的繳納證明,由公司法人和總經理共同簽署的依法繳納稅收和社會保障資金聲明并加蓋公司章;“國家企業信用信息公示系統”截屏(含查詢日期),由公司法人、總經理共同簽署無違法違紀聲明并加蓋公司章;

          4.9 申報表中其他填報信息的證明文件;

          針對4.3-4.9,除書面資料外,還請自行錄制公司情況、核心人員、歷史業績介紹短片存在U盤里一并提供,時間以10分鐘為限。

          請注意:上述資料和信息必須屬實。請提供清晰且完整的材料,提供不全將視為無法提供。所有相關項目經驗在公示文件發布前有效,公示文件發布后產生無效。如查明有虛假資料和信息,將取消其招募資格。

          以上材料,請盡量提供中英雙語,視頻文件請配上英文備注。

          5. 招募流程:

          5.1 招募公告官網公布

          5.2 收集應招代理公司資料

          5.3 相關資料篩選評審

          5.4 如提交資料初審通過,將通知該公司下一步工作

          注: 本公告最終解釋權歸一汽-大眾汽車有限公司所有

          附件1:《申報表

          附件2:開招募項目承諾書》

          FAW-Volkswagen Sales Company, Ltd VW Brand Integrated Marketing Strategy, Creative and PR Annual Agency

        Recruitment Announcement Sedan and branding

          VW brand needs to recruit integrated marketing strategy and traditional creative annual agency due to business development – Sedan and branding business. Please see the following content:

          1. Recruitment criteria (following criteria are must-have requirements):

          1.1  Companies participating in the bidding must be established before Oct. 1, 2014, with registered capital over 5 million yuan or more (the capital increase is invalid after the announcement is issued), China or International famous 4A advertising company and must have offices in Chinese mainland. The office must be established before Oct. 1, 2014. The company must have 5 years or more consulting experience in automotive customers and in its offices in mainland China, the total number professional employee is more than 100;

          1.2  Service Experience: In recent five years (2016.1.1 -until publish day ), has service experience for mainstream automobile brands or other mainstream brands in traditional and digital creative strategy services, PR creative strategy services or integrated creative strategy services.

          1.3  In five years (2016.1.1-until publish day), The company must satisfy the condition that for three years in a row has one automobile client or other industry mainstream brand creative strategy annual service fee (including traditional, digital, PR Strategy and creatives, can add together) which has to be more than 10 million RMB. All automobile client annual strategy service fee has to be more than 20million RMB;

          1.4  The company must have strong creative ability and professional quality, in recent five years, the company must produce more than 5 TVC or video, graphic creativity more than 15 Ad or marketing campaign which gains well-known awards at home and abroad in the advertising industry (including gold, silver and bronze Awards), including at least one award for automobile marketing campaign for automobile brands or other industry mainstream Brands.

          1.5  The company must have strong third-party resource, at least own more than 3 video producing company, 3 graphic making company, 3 consulting, survey and customer big data company and 3 event company.

          1.6  The company must have multiple platform (Zhihu, Tiktok, Bilibili, Red Book and Weibo) content creation experience, producing experience and third-party resource experience, etc.

          1.7  Qualification requirement: effective business license and within its business scope, own the ability to bear civil liability independently; pay taxes and social security funds in accordance with the law; no illegal or criminal record in recent three years business activities, good corporate credit; be willing to prevent and govern corruption with FAW-VW together, obey FAW-VW confidential and safety relative regulation

          2. Agency business scope

          2.1 As VW brand marketing dept. integrated marketing strategy, creative and PR agency in Sedan&Bnrading category, is responsible for integrated communication strategy of traditional, digital and PR Marketing, including but not limited to brand strategy, product communication strategy, PR communication  strategy, event strategy, media strategy, competitors dynamic tracking and customer insight etc.;

          2.2 Responsible for creative development and production, including but not limited to integrated creative idea, online communication material, offline event material, dealers POSM etc. designing work, and TVC, print, function video, posters, animation, 3D modeling, radio etc.

          2.3 Responsible for content marketing integrated developing, operating, IP marketing resource and integrated developing, operation management and marketing implement.

          2.4 Responsible for the planning and implementation of event marketing, circle marketing, media PR activities and social marketing, including but not limited Weibo, Tiktok, Kuaishou, Bilibili, Zhihu, Live broadcasting.

          2.5 Customer Insight including but not limited in qualitative and quantity survey, consulting, big data analysis resource; Integrated research about product target customer features, media habits etc., innovating results and summarize customer core requests. The agency must recognize what core value that products or brand may bring to the customers, follow up competitive products' customer  features and come up with differentiation customer operation strategy, marketing strategy, content strategy and related campaign and content.

          2.6 Responsible for VW Brand and model content producing, event planning and implement in social platform (including social media official account but not limited Weibo, Tiktok, Kuaishou, Bilibili, Zhihu, Live broadcasting), the content is also not limited to operation strategy and planning, platform event creatives and content producing, fans communication and maintaining, live broadcasting planning and content planning and implement.

          2.7 Responsible for service marketing covering traditional, digital, public relations and other multi-dimensional annual/quarterly integrated marketing strategy planning, event creative output, marketing material production, core marketing project activity implementation, etc.;① Marketing strategy work: including but not limited to brand communication strategy, event strategy, media management strategy, dynamic tracking of competing products, etc.;② Media channel operation: Including but not limited to the operation management and planning of online media channels such as WeChat official account, video account, Douyin account, Alipay life account;③ Creative output and marketing material work: overall creative design and development of core projects, including but not limited to year-round customer care Event creativity, 920 brand service festival creativity, multi-channel online activity creativity, event marketing creativity, key marketing node poster design and other creativity and execution production work; ④ Core project execution: including but not limited to brand upgrade conference, customer care activity execution , 920 service festival activities and other activities implementation work. ⑤Service brand upgrade and marketing promotion: Including but not limited to service LOGO design, service brand communication strategy, customer experience improvement case, brand release planning and mid- to long-term promotion strategy.

          2.8 On the premise that the service quality meets the requirements of business departments, the average annual total business volume of all responsible areas is hopefully to achieve 100 million

          3. Recruitment notice:

          3.1 Service scope: FAW-VW VW brand product marketing strategy, event strategy, media tactics, creatives broadcasting, PR event implement, content marketing, IP marketing, social media account content strategy, operation strategy, content production and service marketing etc.

          3.2 Trade secret protection: The recruited agency should abide by related confidential agreement of FAW-VW Automotive Co,. Ltd.

          3.3 Agencies that meet above qualifications and want to join the recruitment should send the required documents (with company seal) and scanned copy in USB stick in the 4th clause below to Purchasing and Marketing Department of FAW-VW Automotive Co,. Ltd by 24:00 on Dec. 16th, 2020 through SF-Express/EMS. Overdue submission is invalid. Please also email us your SF-Express post time and SF-Express/EMS number for inquiry.

          Postal address:

          Purchasing (SF):

          Chen Tianqi, Purchasing Department of FAW-VW Automotive Co,. Ltd. No. 5, Anqing Road, Changchun, Jilin Post Code: 130011

          Contact Person:

          Chen Tianqi:0431- 81270804

          Email: tianqi.chen@faw-vw.com

          Ma Linna:0431- 85750597

          Email:linna.ma@faw-vw.com

          Marketing(EMS):

          Zhang Baoshan, Marketing Department of FAW-VW VW brand, No. 8, Xinyuannan Road, Genesis building East Tower, FL 10, Changyang , Beijing  Post Code: 100020

          Contact Person:

          Zhang Baoshan:0431- 85865502

          Email: baoshan.zhang@faw-vw.com

          4. Required Documents:

          4.1 Application form (see appendix), please truthfully fill in company information, stamp company seal and sign legal representative signature.

          4.2 Company qualification: business license, tax registration certificate, organization code certificate and other certificates that qualified annual inspection; legal representative certificate or power of attorney; ID card of legal representative and transactor (note: provide copies of these documents; stamp company seal on business license and provide business license authenticity online query information ); The location and open time of China office(note: must have the proof material ) The qualification performance of subsidiaries and wholly-owned subsidiaries of the applicant company can be recorded in the qualification performance of the applicant company.

          4.3 Company management structure and staff: introduction of company executives, strategic personnel (number, work experience, qualification), creative personnel (number, work experience, qualification), western (NA/EU) experts (number, work experience, qualification)(Note: at least provide 6 months social security payments for 100 staff, attached search website, account and password for checking. Contracts or other supporting documents can be provided for foreign staff who have no social security);

          4.4 Recent 5 years (2016, 2017, 2018, 2019, 2020) Projects in recent 5 years: mainstream auto industry or other industry TVC works in recent 5 years (number, detailed list and introduction), main stream auto industry or other industry print works in recent 5 years (number, detailed list and introduction), ad creative award in recent 5 years (copies of award certificate with company stamp, include TVC , marketing campaign and print), mainstream auto industry successful communication campaign, service marketing and content marketing case in recent 5 years;

          4.5 In recent 5 years (2016, 2017, 2018, 2019, and 2020) client case situation: In China, the automobile brand client (including NEV Brand or NEV product) and other industry mainstream brand client (service period, service scope and annual fee.)

          4.6 Provide contract, agreement or other proof materials: including above three video producing companies, above three graphic making companies, above three consulting companies, big data resources and above three event companies. Regarding the big data, please identify it is own data, paid data, or strategic data with others. If it is for commercial usage, then please also provide service or consulting contracts for other clients.

          4.7 Provide the proof of multiple platform (Zhihu, Tiktok, Bilibili, Red Book and Weibo) content creation experience, producing experience and third-party resource experience, etc. like contract (including service content), case brief introduction (Video can be saved in USB)

          4.8 Recent three years payment proof of VAT, income tax, social security, statement of tax payment and social security payment in accordance with law, signed by corporate and president and stamped by company, national enterprise credit information publicity system screen shot (including date), corporate and president sign and stamp no illegal and criminal statement;

          4.9 Other documentary evidence for the information in application form;

          As for 4.3-4.9, besides paper copies, please provide 10 minutes video footage of company introduction, core personnel, company achievement in a USB stick.

          All the above information and documents must be authentic. Please submit clear and intact files, incomplete documents will be seen as unqualified. Fake information or document will result in disqualification of recruitment.

          About all the above documents, Please provide Chinese and English Version as far as possible. The video must have English remark.

          5.Recruitment Process:

          5.1 Recruitment announcement publish on corporate website

          5.2 Collect agencies documents

          5.3 Agencies documents review and filtering

          5.4 Advise qualified agencies next step work

          Note: FAW-VW Automotive Co., Ltd reserves the right of final explanation for this announcement.

          Appendix:

          1.Application form

          2.Open pitch commitment

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