首个布局大湾区，陆铭逸：大湾区如何成为中国品牌全球化的核心策源地？

Group 1 - The Greater Bay Area (GBA) is positioned as a key engine for the globalization of Chinese brands, leveraging policy advantages, industrial clusters, and open hub characteristics [2][3] - WPP Media, as the first multinational marketing communication group to establish a presence in the GBA, plays a crucial role in facilitating the transformation of brands going global [2][6] - The GBA's unique competitive advantage lies in the perfect integration of diverse capabilities, including Hong Kong's capital flow, robust manufacturing base, leading innovation speed, and cultural influence [5][6] Group 2 - The strategic positioning of the GBA is transforming into a unique competitive advantage for companies, supported by government initiatives that enhance confidence in investment, R&D, and talent acquisition [3][5] - WPP Media has developed an "end-to-end" service model to assist brands in their global expansion, focusing on opportunity insights, market entry planning, execution, and performance tracking [8][9] - The application of AI technology has become a significant enabler for WPP Media, enhancing efficiency in consumer insights, execution speed, and global collaboration [13][15] Group 3 - The shift from product export to brand globalization is evident in the GBA, with a growing focus on long-term brand storytelling rather than short-term sales [11][18] - WPP Media's service capabilities are continuously optimized to meet the evolving needs of clients, emphasizing comprehensive communication strategies and long-term brand narratives [11][12] - Successful case studies, such as the global launch of the game "Black Myth: Wukong," illustrate the importance of cultural insights and localized communication strategies in brand globalization [5][15] Group 4 - The current global economic environment presents challenges for corporate growth, but companies are increasingly recognizing the importance of balancing short-term efficiency with long-term brand building [16][18] - The trend of prioritizing long-term strategic planning is becoming more pronounced among clients, particularly in industries like 3C digital, automotive, and gaming [18][20] - Looking ahead to 2026, there is optimism in the global marketing and media industry, driven by clearer connections between marketing activities and business outcomes [20][21]