All-round Increase in Client’s ROI, ZenithOptimedia becoming a brilliant star in CCTV AD Bidding Invitation 2009

　　At the CCTV Golden Advertising Resources Tender Conference held on November 18, 2008, the client of ZenithOptimedia was an eye-catching bidder, and Synutra International Inc. and China Mobile Communications won the biddings of RMB258.9 million yuan, up 26% than the previous year. In addition, Shanghai GM won the bidding of about RMB100 million yuan for resources subscription.

　　ZenithOptimedia, a subsidiary of Publicis Groupe, has opened 195 offices in 70 countries worldwide. The company entered the Chinese market in 1996 and was the earliest professional media agency established in China. Publicis Groupe affiliated to ZenithOptimedia is currently one of the largest media placement agencies in China. ZenithOptimedia has gone into strategic cooperation with international and domestic “blue-chip” clients including L’Oreal, Shanghai GM, China Mobile, Synutra International Inc., Mengniu, HP, Toyota, British Airways, etc., in China. With the philosophy of “seeking perfection” in mind, ZenithOptimedia has been able to comprehensively enhance its advertising clients’ ROI. For this purpose, the company takes ROI blueprint as its unique strategic development and implementation system, utilizes the special ZOOM tool (ZenithOptimedia Optimization of Media) and by taking into account clients’ different products and advertising periods of time, it strives to add value and market insight into each media planning and implementation stage in a client-oriented manner.

　　ZenithOptimedia, ever since it first set foot in China, has been adhering to the following four principles in providing optimal client services: Firstly, keep in mind clients’ marketing budget rather than simply spending clients’ money; secondly, pay close attention to the practical effectiveness of clients’ investment rather than just looking at media indicators; thirdly, firmly believe in effective communication with consumers to make products and services accessible to consumers, thus enabling investors to be benefited; and fourthly, strive to improve the output effect of clients’ marketing budget so as to assess and raise the ROI of each advertising project.

　　Supported by a professional assessment, the transmission of Synutra products on CCTV programs is a successful advertising example. Synutra’s message “Mum’s love leave no regret” has been repeatedly broadcast for a long time during the prime time on CCTV-1, the channel with the largest audience. Its timing of advertising is also noteworthy, for instance, it takes such opportunities as the Spring Festival, the Dragon Boat Festival, the Mid-autumn Festival, Teachers’ Day and International Nurse Day to interact with your mothers. In 2006 and 2007, Synutra saw an average annual sales grow at a rate of over 70% in the domestic market. Such an advertising effect demonstrates that ZenithOptimedia is reaping in fruitful returns on investment, not just spending money.

　　At the CCTV Golden Time Advertising Resources Bidding invitation Meeting 2009, ZenithOptimedia helped Synutra meet its aspiration for the “CCTV-1 TV Opera Partner” and win four Class A airtime lots (i.e., the airtime after CCTV Weather Forecast and before Topics in Focus), thus unveiling Synutra’s marketing campaign 2009. CCTV’s strategic advertising resources assist Synutra to fully integrate its product lines and expand the national market.

責編：綠光