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一汽-大众销售有限责任公司大众品牌市场部整合营销策略、创意及公关年度代理招募公告——SUV及电动车类
  • 发布时间:2020年11月27日
  • 来源:一汽-大众汽车有限公司
  • 分享
  • 2020年11月27日
  • 一汽-大众汽车有限公司
  • 分享

  由于公司业务发展需要,现需要招募大众品牌市场部整合营销策略、创意及公关年度代理公司——SUV及电动车类。敬请关注并认真阅读以下内容:

  1. 招募标准:(以下条件为硬性条件、否决项)

  1.1 参与招募的公司须成立于2014年10月1日之前,注册资金500万人民币及以上(公告发布后增资无效),知名的国际国内4A广告公司,须在中国大陆设有办公室,该办公室须成立于2014年10月1日之前;公司须有5年及以上服务汽车客户的资历,设立在中国大陆办公室各类专业人员总计100人以上

  1.2 服务经验:近五年(2016.1.1-发布日)有为主流汽车品牌或其他行业主流品牌(见附件1)提供传统策略创意或数字策略创意的服务或公关策略创意服务或整合策略创意服务;

  1.3 公司近5年(2016.1.1-公告日)中连续3年每年度需有一家汽车客户或其他行业主流品牌的策略创意服务年费(含传统、数字、公关策略及创意,可叠加)不低于1000万人民币,每年度所有汽车客户或其他行业主流品牌的策略创意公关服务年费总计不低于2000万人民币;

  1.4 有较强的创意能力和专业素质,近5年内汽车品牌或其他行业主流品牌视频广告创意及制作数量不少于5个,平面创意不少于15个,广告作品或营销案例(全行业)在广告业内获得国内外知名奖项数量在5个以上(包括金、银、铜奖),其中汽车营销案例至少1个奖项。

  1.5 须有较强的第三方资源,包括3家以上视频制作公司、3家以上图片制作公司,3家以上调研及咨询公司,客户大数据资源、3家以上活动公司等;

  1.6 须有多平台(如知乎、抖音、B站、小红书、微博等)内容策划、产出经验或第三方资源相关经验等;

  1.7 资质要求:有效的营业执照且未超营业范围经营,具备独立承担民事责任的能力;依法缴纳税收和社会保障资金;近三年经营活动中不存在违法违纪记录,企业信用良好;愿意与一汽-大众共同预防和治理不廉洁行为,遵守一汽-大众保密及相关方安全管理规定;签署一汽-大众要求的自证文件等(信息以公告发布日为准,签署附件2)。

  2. 业务范围:

  2.1 作为大众品牌市场部整合营销策略、创意及公关年度代理公司(SUV及电动车类),负责提供涵盖传统、数字、公关等360度整合营销策略,包括但不限于品牌传播策略,产品传播策略,公关传播策略、活动策略、媒介策略、竞品动态跟踪及分析、营销效果评估等;

  2.2 负责整合创意的开发、制作工作,包括但不限于整合创意概念、线上传播物料、线下活动物料、经销商展厅物料等设计工作,以及TVC、平面、功能片、网络视频、海报、动画、3D建模、广播等传播物料的制作执行工作;

  2.3 负责各种营销内容的开发、IP营销资源的整合开发,运营管理和营销执行等工作;

  2.4 负责事件营销、圈层营销、媒体公关活动、社会化营销的策划及执行等,包括但不限于微博、抖音/快手、B站、知乎、直播等;

  2.5 客户洞察,包括但不限于,定性定量调研、咨询、大数据资源购买等,通过这些渠道,整合研究自身产品的目标客户的特征、属性、触媒习惯等,并定期迭代,提炼客户的核心需求,依此准确识别产品或品牌能为客户带来的核心价值,时刻跟进竞品的客户特征、属性等,及时提出差异化、针对性的用户运营策略、传播策略、内容策略等上述的所负责开发的策略及创意内容;

  2.6 在服务质量满足业务部门要求的前提下,所有负责范围平均年业务总额有希望达100百万量级。

  3. 招募须知:

  3.1 签约后业务范围:大众品牌市场整合营销策略、活动策略、媒介策略、传播创意及制作、公关活动执行、内容营销、社会化营销、IP营销、官方社交账号内容策略、运维策略、内容制作等等;

  3.2 商业机密保护:若招募成功,该签约公司必须遵守一汽-大众汽车有限公司相关保密协议。

  3.3 符合招募标准且有意愿参与招募评选的公司请将本公告第4条规定的资料扫描件(内容需清晰可见)或相关视频按要求的顺序命名存于U盘中(按第4条规定分别命名9个文件夹按顺序存放),通过顺丰/EMS快递邮寄至一汽-大众汽车有限公司采购部和大众品牌市场部各一份,须在北京时间2020年12月11日24:00前投递,逾期提交的资料视为无效。另请以邮件形式通知顺丰快递邮寄时间和快递号,以备查档所需,注明参与的招募品类。

  具体通讯地址及联系方式详见下面内容:

  采购部邮递地址(顺丰邮寄):吉林省长春市安庆路5号一汽-大众汽车有限公司206号门27号楼采购部,一般材料采购部 营销服务与IT采购科 陈天琦 收  邮编:130011

  联系方式:

  陈天琦:0431- 81270804

  Email: tianqi.chen@faw-vw.com

  马琳娜:0431- 85750597

  Email:linna.ma@faw-vw.com

  市场部邮寄地址(EMS邮寄):

  北京市朝阳区新源南路8号启皓大厦东塔十层一汽-大众市场部 邮编:100020

  张宝山: 0431-85865502

  Email:baoshan.zhang@faw-vw.com

  4. 须提交资料:

  4.1 申报表(请见附件)请如实填写贵司相关信息,加盖公司公章并请法人代表签字。

  4.2 公司资质:经年检合格的营业执照,税务登记证,组织机构代码证及其它证明材料;法人代表证明书或法人委托书;法人代表身份证、经办人身份证;(以上内容请提供复印件;营业执照请加盖公司公章并提供营业执照官网真伪查询信息);中国大陆办公室具体地址及相应成立时间(须提供证明材料); 报名公司旗下的分公司及全资子公司资质业绩可记在报名公司资质业绩中。

  4.3 公司管理机构及人员情况:管理层机构及人员介绍,策略专业人员介绍(数量、工作年限、资质等),创意专业人员介绍(数量、工作年限、资质等), 西方(欧洲、北美)专家人员介绍(数量、工作年限、资质等)。(注:需至少提供100名以上人员2020年以来连续半年的政府部门签发的社保缴纳证明,名单应该源于4.3提报的介绍人员,注明查询网址,账号及密码以供核实,外籍人员若无社保,可提供劳务合同等其他证明材料)。

  4.4 近5年(2016年、2017年、2018年、2019年、2020年)项目作品:近5年主流汽车行业及其他行业主流品牌的电视/网络视频广告作品(数量、清单及简介)、近5年主流汽车行业及其他行业主流品牌平面广告作品(数量、清单及简介),近5年广告创意获奖情况(获奖证明材料复印件并加盖公司印章,包含电视广告及平面广告、营销案例等),近5年主流汽车行业整合传播成功案例,包括整合营销策略、规划方案、内容营销传播案例、IP营销案例、社会化传播营销案例、媒介策略及投放案例、公关活动策划及执行案例、公关事件传播等,相关案例的视频、平面等内容请以U盘方式提交。

  4.5 近5年(2016年、2017年、2018年、2019年、2020年)服务客户情况:在中国服务汽车品牌(含新能源汽车品牌或新能源产品)及其他行业主流品牌客户情况(服务时间、服务范围、服务年费),提供合同扫描件作为证明材料。

  4.6 提供合同、协议或其他证明材料:包括3家以上视频制作公司、3家以上图片制作公司,3家以上调研及咨询公司,客户大数据资源、3家以上活动公司等;其中大数字资源方面,请明确为自有数据资源,购买第三方资源,战略合作资源等,如数据资源已商业化,请另附为其他品牌提供服务的合同、协议等证明材料。

  4.7 提供关于多平台(如知乎、抖音、B站、小红书、微博等)内容策划、产出经验或第三方资源相关经验等的证明材料,如合同(体现服务内容),案例简介(视频可单独存储在U盘)。

  4.8 近三年的增值税和所得税纳税证明,社会保障金的缴纳证明,由公司法人和总经理共同签署的依法缴纳税收和社会保障资金声明并加盖公司章;“国家企业信用信息公示系统”截屏(含查询日期),由公司法人、总经理共同签署无违法违纪声明并加盖公司章。

  4.9 申报表中其他填报信息的证明文件。

  针对4.3-4.9,除书面资料外,还请自行录制公司情况、核心人员、历史业绩介绍短片存在U盘里一并提供,时间以10分钟为限。

  请注意:上述资料和信息必须属实。请提供清晰且完整的材料,提供不全将视为无法提供。所有相关项目经验在公示文件发布前有效,公示文件发布后产生无效。如查明有虚假资料和信息,将取消其招募资格。请尽量提供全部详尽资料,以备评审。

  以上材料,请尽量提供中英双语,视频文件请配上英文备注。

  5. 招募流程:

  5.1 招募公告官网公布

  5.2 收集应招代理公司资料

  5.3 相关资料筛选评审

  5.4 如提交资料初审通过,将通知该公司下一步工作

  注: 本公告最终解释权归一汽-大众汽车有限公司所有

  附件1:《招募申报表

  附件2:《开招募项目承诺书

FAW-Volkswagen Sales Company, Ltd VW Brand

Integrated Marketing Strategy, Creative and PR Annual Agency

Recruitment Announcement

SUV&BEV

  VW brand needs to recruit integrated marketing strategy and traditional creative annual agency due to business development – SUV and BEV 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 August 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 August 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 SUV&BEV 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 On the premise that the service quality meets the requirements of business departments, the average annual total business volume of all responsible areas is estimated to be max 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 and content producing.

  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. 11th, 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: 10010

  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 continuous 6 months social security payments for 100 staff since 2020, 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 and content marketing case in recent 5 years;

  4.5 In recent 5 years (2016, 2017, 2018, 2019, 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 3 video producing companies, above 3 graphic making companies, above 3 consulting companies, big data company and above 3 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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