注：这篇文章的角度是从JWT的角度而言的

智威汤逊在目前中国的战略一如既往，我们将始终致力于成为中国拥有最好的洞察、策划能力和创意的广告公司。 我们深信中国是一个规模市场，任何公司若没有一个强大的品牌资产作为后盾是无法在中国这个市场上长期生存的--- 也就是说，必须通过顾客忠诚度来长期维持一个优势的价格。我们也同时深信“本土品牌”和“外国品牌”的区别常常令人混淆。其实任何产品都可以通过应用国际性的传播准则来提高盈利能力和规模效应。就拿我们公司来说，智威汤逊目前百分之五十的收入已来自于本土的公司。 （目前本土的客户包括中国联通，美特斯邦威，雪津啤酒，伊利牛奶，康佳电视等等。 我们最大的跨国公司的客户包括汇丰银行，福特汽车，联合利华，钻石贸易公司,卡夫和尤尼佳。）我们正是通过长期不断地加强策略策划和创意的水平来取得这些成就的。

JWT's strategy in China is the same now as it always has been. We strive to be, bar none, the most strategically insightful and creatively relevant advertising agency in China. We strongly believe that China is a market with scale, one in which companies can not succeed long-term without strong brand equity -- that is, the ability to sustain a price premium over time rooted in consumer loyalty. We further believe that the distinction between "local brands" and "foreign brands" is misleading. Any product can increase profitability and sales based on international communication standards. As proof, JWT now generates more than 50% of its revenue from Chinese companies. (Current local clients include China Unicom, Meters Bonwe, Xue Jing beer, Yili dairy, Konka television as well as many others. Our largest MNC clients include HSBC, Ford, Unilever, the Diamond Trading Company, Nestle, Kraft and Unicharm.) We have achieved this through constantly strengthening our strategic and creative product.

这说明我们意识到大众传媒广告只是整个传播项目的一部分。所有的客户都要求一个整合线上和线下的方案。所以关键是发展一个整合的，深深地扎根于消费者根本行为和喜好的意念，并将这个意念渗入不同的媒体，直至零售商店这一级。一边迅速提升短期的销售额，一边加强长期统一的品牌形象。这就是为什么智威汤逊近来经历了一些多元化的进程包括建立RMG Connect(一个互动性方案的设计应用公司)，并购旭日因赛（广州最大最受尊重的广告公司）以及和Cohn & Wolfe（在美国和欧洲最富盛名的消费者公共关系管理公司）的战略性联盟。

That said, we realize that mass media advertising is only part of the equation.All clients require synergies between their above-the-line advertising and below-the-line tactics. It is critical to develop a unifying idea, one rooted in consumers' fundamental behavior and preference, and extend that idea through different media, right down to the store level, in a manner that triggers short-term sales while reinforcing a consistent brand imagine. That is why JWT has recently undertaken a variety of diversification initiatives including the establishment of RMG Connect (an interactive design and applications company), the acquisition of New Sun (one of Guangzhou's largest and most respected local agencies) and a strategic alliance with Cohn & Wolfe (one of the leading CONSUMER public relations companies in both America and Europe).

　　
而此次对奥维思的并购是进一步完善智威汤逊线上线下服务能力的另一个重要举措。该公司的领导者，蔡华先生毕业于北京大学，是一位才华横溢的企业家。在蔡先生的领导下，奥维思公司将大幅度地将我们的创意方案迅速扩展到中国的任何超市，体育馆或购物中心。从路演和店内样品派发到促销方案和门对门的调研，奥维思控制着全国最大的促销网络之一并具有最宽泛的专业传播能力与技术。奥维思卓越高效的网络管理能力，结合智威汤逊一流的创意产品，一定会成为中国传播业内无以伦比的强强联合。
　　
The acqusition of Always is another important step fulfilling JWT's through the line capability.? The company, led by Cai Hua, an inspired Beijing University-educated entrepreneur, will dramatically expand our ability to activate our clients' creative in practically any supermarket, stadium or shopping center on the mainland. From roadshows and in-store sampling to promotional initiatives and door-to-door surveys, Always leverages one of the nation's largest promotional network and most expansive specialist communications capabilities.The company's extraordinary efficient network management capability, combined with JWT's gold standard creative product, will represent a uniquely powerful presence on China's communications industry's battlefield.

除了财务汇报系统以外（这方面必须遵守WPP集团的标准和惯例），奥维思将仍然维持原来各方管理上的独立。而且，蔡华先生与他的团队都是营销专才，拥有一流的经验和在促销管理方面的专业知识。智威汤逊不会“强迫”奥维思和任何智威汤逊的客户合作，只会联手去发现更多的对双方都有利的合作领域。（为此，很重要的一点，奥维思将可以自由地与任何WPP公司或任何其他的公司合作，只要没有客户上的冲突。）我们会保持密切的联系，但不是那种严格僵硬的汇报程序，而是一种互相尊重，各显所长，从而共同努力为我们的客户提供最好的整合传播方案。
　　
Always will continue to be independently managed in every area except financial reporting (which must conform to WPP's standards and practices).Furthermore, Cai Hua and his team are consummate business professionals boasting peerless experience and expertise in promotional management. JWT will not "force" Always to work with any JWT client;? instead, we will work together to identify jointly beneficial areas of collaboration. (Importantly, Always will also be free to work with any WPP company or any other company for that matter, assuming no client conflict.)? We will be tied together not by rigid reporting structures but, instead, a mutual respect for each company's strengths as well as a shared ambition to forge the best possible integrated communications for our clients.