The breakthrough marketing strategy from the world's most innovative advertising agency One of the largest and most successful advertising companies in the world, Dentsu has pioneered a sophisticated new cross-communication strategy--and now it's being revealed for the first time. In a world saturated with marketing messages, making your offering relevant is your biggest challenge. Dentsu's Cross Switch model meets it head on. The Dentsu Way shares proven tactics for getting your message to consumers and creating "scenarios" to move them through calibrated Contact Points to meet whatever specific goal you set. This game-changing book: Explains Dentsu's 110-year history and unique service structure, as well as its broad range of business fields Introduces ten case studies of successful campaigns, which have won international advertising awards at events such as the Cannes Lions International Advertising Festival and ADFEST Provides nine of Dentsu's newest original tools and analysis methods Gain broader, more meaningful customer involvement and penetrate more deeply than ever into your market by following the Dentsu Way.

电通是世界上最具创新精神的广告公司之一，也是世界上最大、最成功的广告公司之一，该公司的突破性营销战略开创了一项复杂的新交叉传播战略，现在这一战略首次被披露。在一个充斥着营销信息的世界里，让你的产品具有相关性是你最大的挑战。电通的交叉开关模型迎面而来。电通的方式分享了行之有效的策略，让你的信息给消费者，并创造“情景”，使他们通过校准接触点，以满足任何特定的目标，你设定。这本改变游戏规则的书：解释电通110年的历史和独特的服务结构，以及其广泛的业务领域，介绍了十个成功活动的案例研究，在戛纳狮子会国际广告节和ADFEST等活动中获得国际广告奖，ADFEST提供了电通九种最新的原创工具和分析方法，通过遵循电通的方式，获得更广泛、更有意义的客户参与，并比以往任何时候都更深入地渗透到您的市场。