在广州冲击力广告有限公司的办公室里，创始人黄翼飞的桌上少见电脑文件堆叠，倒摆着几本心理学著作和几件新潮科技玩具。这位1995年出生的年轻掌舵 人，正和团队成员围坐在一起，讨论一个即将引爆社交媒体的互动装置设计——他的眼中闪烁着兴奋的光芒。在这个营销战场中，他正以独特视角掀起一 场"情绪革命"。 "破圈"基因：95后掌舵者的营销新思维 Z世代创业者最大的优势是什么？我觉得是'天然去边界'。"黄翼飞直言不讳。2021年，年仅26岁的他敏锐捕捉到传统广告模式与年轻群体间日益加深的鸿 沟，毅然创立广州冲击力广告有限公司。 华为天气X小天鹅事件营销： 无惧天气 洗事心晴 居家也能开烘趴，全国3月天气，回南天、沙尘暴、阴雨天、雾，不仅衣物污染晒不干，天气带来的综合 征，在衣物惊晒问题，也影响情绪，借助产品为衣物和心情放睛，烘干每一滴水珠，烘走坏天气情绪。 "营销场景不是广告牌或屏幕这些物理位置，而是用户注意力停留的每一刻。"黄翼飞这样定义他对"拓宽营销场景"的理解。冲击力团队策划的多个爆款案例 印证了这一理念： 城市级文旅营销： 爆改成都40岁老院落，联动30+品牌主理人，联合当地居民共同发起"给生活放个风"院落灵感生活 ...

Core Viewpoint - Paramount Pictures has abruptly ended its 20-year partnership with WPP's media agency Wavemaker, transferring its global media buying responsibilities to Publicis Groupe, which has raised questions about the motivations behind this sudden change and its implications for the advertising ecosystem [1][2][3]. Group 1: Partnership Termination - The collaboration between Paramount and WPP dates back to 2004, initially involving Mediaedge:cia, which later became Wavemaker after merging with Maxus in 2017 [1][2]. - The decision to switch agencies was unexpected and did not follow the usual competitive bidding process, leaving WPP and even some Paramount executives surprised [2][3]. Group 2: Strategic Reasons - The shift is believed to be part of a broader strategic restructuring, influenced by ongoing merger discussions with Skydance Media, which has received regulatory approvals but still awaits clearance from the FCC [3]. - Paramount is also facing political pressures related to a lawsuit involving CBS News, which has raised compliance concerns among regulatory bodies regarding the merger [3]. Group 3: Advertising Budget Impact - Paramount's annual global advertising budget is estimated at $600 million, covering international advertising for its streaming platform Paramount+ and major film promotions [4]. - The transition to Publicis is seen as a move towards a more global, data-driven, and cost-sensitive advertising strategy, reflecting a significant shift in Paramount's approach to media buying [4]. Group 4: Agency Performance - Internal feedback on WPP's performance has been generally positive, particularly regarding execution and communication efficiency, indicating that the change is not due to WPP's shortcomings [5]. - The decision is characterized as a necessary evolution rather than a failure of the existing agency, highlighting the pressures for change in the current market environment [5]. Group 5: Leadership Influence - Mike Halley, Paramount's global head of sales and partnerships, has been a key figure in this transition, advocating for a more integrated and data-centric approach to media buying [6]. - Halley's leadership has led to a departure from traditional practices, emphasizing the need for media agencies to connect brand strategy with consumer behavior and content marketing [6]. Group 6: Industry Implications - This change signifies a potential shift in future collaboration models within the advertising industry and serves as a warning for agencies like WPP regarding client retention risks [7]. - For Publicis Groupe, this represents a significant opportunity to enhance its influence within the global entertainment sector, marking a critical breakthrough in its positioning [7].

此外，1~4月旅行社及相关服务实现营业收入59.11亿元，增速实现由负转正，同比增长1.2%。 （文章来源：广州日报） 数据显示，1~4月，广州全市科学研究和技术服务业实现营业收入440.3亿元；全市工程和技术研究和试 验发展、科技中介服务营业收入同比分别增长7.2%和48.8%。 当前，广州正加速"数字+"与传统服务业融合，新兴业态与传统领域协同发力，租赁和商务服务业持续 释放活力，成为经济高质量发展的重要支撑。1~4月，全市租赁和商务服务业实现营业收入1325.82亿 元，同比增长11.3%。特别是在数字技术赋能和制造业与服务业协同发展的双轮驱动下，1~4月，广告 业、人力资源服务业、咨询与调查业表现尤为亮眼，分别实现营业收入318.39亿元、409.13亿元和 142.13亿元，增速21.4%、8.6%和21.4%。 ●1~4月，广州全市规模以上交通运输、仓储和邮政业实现营业收入2250.27亿元，同比增长8.8%。 ●4月，广州市完成客运量约2770万人次，助力铁路旅客运输、航空客货运输当月营业收入分别同比增 长20.3%、8.2%。4月广州市完成货运量8025.30万吨，同比增长7.8%。 广州日报 ...

[Table_Main] 行业研究|可选消费|媒体Ⅱ 证券研究报告 媒体Ⅱ行业周报、月报 2025 年 06 月 03 日 [Table_Title] 4 月游戏市场高增长，关注暑期档影片定档 ——传媒行业周报 [Table_Summary] 报告要点： 市场表现 周度涨跌情况（2025.5.24-2025.5.30）：传媒行业（申万）上涨 1.74%， 排名行业第 6 名，同期沪深 300 跌 1.08%，上证指数跌 0.03%，深证 成指跌 0.91%，创业板指跌 1.40%，恒生科技指数跌 1.46%。元隆雅 图、时代出版、游族网络、*ST 返利和*ST 大晟表现较优，恒生科技 成分股中快手-W（周涨幅 9.33%）、网易-S（周涨幅 1.11%）表现较 好。 行业重点数据及动态更新 AI 应用：海外方面，Claude 聊天机器人推出语音模式；国内方面， 昆仑万维上线天工超级智能体 APP，通义千问团队发布 QwenLong- L1-32B 模型，腾讯开源混元语音数字人模型，DeepSeek R1 模型完 成小版本试升级，快手可灵 AI 上线 2.1 系列模型。5 月 27 日，快 手公布 Q1 业绩， ...

Group 1 - Meta is set to fully automate ad creation, which has led to a 2.7% pre-market drop in Interpublic Group's stock [1]

中国营销行业AI应用丨研究报告 AI营销正进入到以"人"为颗粒度的个性化营销时代 营销5.0阶段兼具前几个营销阶段特征，技术赋能基础上搭建更为高级的营销框架，应用"类人技 术"在整个消费者体验过程中创造、传播较符合提升价值的活动。也是在此阶段，AI营销概念进入 探索期。发展到今天，AI营销进入到普及期，品牌及服务商创建专属营销大模型，由AI生成的多 模态广告内容形式更多样、ROI大幅提升，产品使用门槛大幅降低，未来会生成以"人"为颗粒度的 个性化营销，真正做到"千人千面"营销内容。 核心摘要： 人工智能（AI）技术的迅猛发展，为营销行业的数字化转型注入了新的活力，推动营销从赋能走向全能，开 启了一场深刻的变革。AI营销已成为业界关注的焦点，其核心在于突破传统营销的局限，构建全新的营销机 制，为品牌传播打造高效、精准、个性化的新型业务模式。具体而言，AI与营销的融合表现在营销生产力、 应用策略和组织、流程等多方面的适配与调整。本报告为帮助市场更清晰地了解当前AI营销市场发展的脉 络，认识AI营销业务链路变革、探究应用实践场景多样性及价值，并针对营销生态的发展、AI技术发展相关 延伸问题展开探讨。 AI营销概念及 ...

Core Viewpoint - ST United (600358.SH) is attempting to revitalize its performance through the acquisition of Jiangxi Runtian Industrial Co., Ltd, despite a history of unprofitable operations and significant risks of delisting due to past mergers and financial struggles [1][2][6]. Company Overview - ST United has primarily relied on mergers and acquisitions to drive performance, with its main business rarely generating profits [1][2]. - The company has faced multiple financial challenges, including a significant drop in performance and a risk of delisting due to negative net profits and revenue [6][7]. Recent Developments - On May 28, ST United announced plans to acquire 100% of Jiangxi Runtian, which is a leading bottled water company in Jiangxi, and aims to raise funds to support this acquisition [1][7]. - The acquisition is seen as a potential lifeline for ST United, which is struggling to maintain its listing status [7][10]. Financial Performance - ST United's financial performance has deteriorated, with a reported revenue of 3.65 billion and a net loss of 637 million in 2024, nearing delisting thresholds [6][9]. - The company has a history of failing to meet performance targets set during acquisitions, leading to significant financial penalties and losses [2][3]. Market Context - The bottled water market is highly competitive, with major brands like Nongfu Spring and Wahaha dominating over 58.6% of the market share, leaving little room for regional brands like Runtian [10][11]. - Runtian has shown financial stability with projected revenues of 1.26 billion and net profits of 177 million in 2024, which could help ST United reverse its declining performance if the acquisition is successful [7][10]. Strategic Implications - The acquisition of Runtian is part of a broader strategy for ST United to transform into a comprehensive service provider in the cultural tourism sector, although past performance raises concerns about the effectiveness of this strategy [2][6]. - The success of the acquisition will depend on Runtian's ability to adapt to market trends and effectively compete against larger brands [11].

缘何圈粉广告主？据悉，欢聚旗下多元产品矩阵覆盖全球超2.6亿的用户群体，拥有优质自有流量。在 此基础上，BIGO Ads更聚合了全球头部开发者的第三方流量池，覆盖了许多垂类广告的核心目标人 群。此外，欢聚广告业务也深度融合行业前沿的生成式AI技术。 欢聚集团董事会主席兼首席执行官李婷表示，2025年是欢聚集团成立以来的第二十个年份，也将是见证 公司多元增长战略初步落地的一年。目前，欢聚的多元增长战略成效显现，一方面，核心直播业务持续 盈利；另一方面，非直播业务上，BIGO Ads广告平台凭借AI驱动的用户洞察、智能创意和精准投放能 力，增长迅猛。期待这些创新进一步巩固欢聚的竞争优势，助力非直播业务成为新的增长引擎。 值得注意的是，一季度欢聚BIGO 毛利率和经营利润率均明显增长，非直播收入增长驱动所有其他业务 毛利率提升至42.1%。展望今年二季度，随着BIGO板块收入环比恢复增长，预计BIGO non-GAAP经营 利润额恢复环比增长。全年来看，预期今年BIGO板块整体non-GAAP经营利润额将保持稳定，并有望实 现增长，公司整体non-GAAP 的经营利润额会呈改善趋势。 直播创收3.713亿美元 第二 ...

Core Viewpoint - The company has established a strategic committee to enhance governance and focus on sustainable development, achieving a strong position in ESG ratings within the media industry [2][4]. Group 1: Governance and ESG Ratings - The company has formed a Strategic and Sustainable Development Committee consisting of 5-7 directors, including at least one independent director, to oversee long-term strategy, major investments, and ESG matters [2]. - According to the ESG ratings published by Huazheng Index in March 2025, the company received a BBB rating, ranking 4th among listed media companies, while Zhongzheng Index and Zhongcheng Green Finance rated it A and A- respectively, indicating a strong market position [4]. Group 2: ESG Practices and Innovations - The company's governance structure includes 4 independent directors out of 7 board members, with independent directors leading key committees, enhancing decision-making independence [6]. - The company has implemented a "county cooperation + partner co-construction + social recruitment" model in its public welfare initiatives, adding 820 schools in 2024 and providing programming education resources to 1,045 schools, training 1,292 teachers, a 364% increase from 2023 [6]. - The company has integrated AI technology into its operations, utilizing over 500,000 advertising data points to develop an AI marketing model that streamlines the advertising process from generation to strategy optimization [6]. Group 3: Compliance and Advertising Issues - Despite advancements in ESG governance, the company has faced multiple advertising violations, raising concerns about its compliance management system [8][9]. - The company was included in a list of typical cases of false advertising by the Shanghai Market Supervision Administration in April 2024, highlighting issues with a specific advertisement that was deemed inappropriate [8]. - The company's sustainable development report emphasizes the need for improved compliance management and transparency, as discrepancies exist between its stated commitments and actual advertising practices [10].

快手(01024.HK)：目前可灵AI已经广泛应用于广告营销、短剧和智能终端等多个行业，这也使得我们对 于可灵AI成为新AI时代视频创作的基础设施的愿景更有信心。 ...