Taiwan's OEM Advertising
By Ad Nauseum
Last week at the 4th Commonwealth Economic Forum, Dr. Hermann Simon of Simon, Kucher & Partners Consultants, a global consulting firm specializing in branding strategy and marketing with 25 offices around the world, said in an interview that:
"Taiwan enterprise should focus on the implementation of global brand strategies..."
Now, do we really need another 'Foreign Buddha' telling us what we should do? Here in Taiwan we have been keenly aware for a long time and are in fact prideful of our prowess in being the primo global OEM (original equipment manufacturer). We supply the world's iPhone for Christ sake! So why bother with "implementation of global brands". HTC and Acer are on a slippery slope. They try, but what's the point?
Yet, on the other hand, we've got every global brand in Taiwan from Apple to Zara. And the Taiwan ad agencies are on overdrive cranking ads promoting these global brands here. But this is hardly a creative undertaking, rather it's rehashing of global campaigns, localizing them much in the OEM mode -- created elsewhere, produce here. How apropos then that as a nation of OEM we make OEM ads too.
So, here is the dilemma, how can Taiwan's advertising agencies expected to be creative when Taiwan has scarcely a handful of global brands we can call our own. The local ad industry is relegated to the monotonous, and for me, demeaning task of regurgitating foreign ads. And then there's the old adage: No Brain, No Pain. In our case it would be: No Brands, No Pain...and ergo, No Pain, No Gain.
As it turned out the 'Foreign Buddha' was, ad nauseum, right again! Taiwan without "the implementation of global brand strategies" can't fault its ad industry for being flatfooted and unimaginative.
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