【正文】 such as in the UK, the customer is Adidas, we use the digital display, consumers can send text messages to the above.1nothing is impossible08 years of Adidas global strategy is to make the impossible bees personalized. The London marathon event horses we hope to achieve3 goals. The first to establish the adidas as a marathon race sponsor39。s brand status and consciousness. And then to realize the brand influence, by the end of Adidas slogan to stimulate each contestant beliefs : everything is possible.2 can39。t understandThat may not bee personalized, need to follow a fairly flexible paradigm. Traditional street advertising paradigm was too rigid. Mobile digital technology can make us at the right time and place to target individuals for issuing accurate information. Cutty Sark is considered to be the perfect place of execution. Historically it has been impossible to reach, but the contestant 39。s support and the spotlight and pursued it spring into fame. Secondly, suffered a devastating fire after Cutty Sark was rebuilt, as can arrive at this location, so the Adidas everything is possible will get more apropos.3 contributing impossibleAfter two months of negotiations, we got into the Cutty Sark license. In 4a large LCD display and 2 large everything is possible advertising flag vessels wrapped up. They are also part of the programme. There will be3 screens focusing contestants, they can be connected to an all contestants information database, when the player is close to the Cutty Sark, can have the audience input the player information. So as to realize a personalized support information, when they send a message, immediately delivered to the big screen. Fourth screens in the vessels of the other side, can directly display the visitors to send information, but also give the audience a chance to input numbers, they can through the mobile phone to track the player running the whole.The 4assessment impossibleActivities in the application of digital technology, based on the direct reaction of the text information and the WAP location tracking means are very meaningful.The35000 players in the15% received from Adidas personal information. 5475 audience input text information into the Adidas WAP address. More 62% hits, means that 11% players in the petition are of concern to follow.Considering that only in a marathon race as advertising plans to put WAP address and the strategy positioning of the digital display, all this confirmed as long as customers, advertising and creative team with good munication way, everything is possible.So, what we do is in every market share, study, discuss later applied to other markets. This is very useful. Our international customers appreciate that. Even had no media we can also develop. Whether it is design or innovation, must be based on consumer understanding, know what they want, what to do, this is our main industry. We also found the world so many countries, so many same things, like coca cola, we in the United States agents of Coca Cola, in the UK in France in the agency, including in China we are doing the Coca Cola advertisement, this instant global share, as well as in our sister pany share, is our do a more successful, we will accelerate this sharing, because in today39。s information age, this synchronization share will really help the growth of the market.In the global economic crisis, Europe has many market back, you on outdoor this industry how future operation in China has what opinion?The usual nothing different, we still need to do the same things as before. Just in time of crisis should spend the money and growth place, outside what we should do is to allow the media to pay more attention to customer needs, present in the point of growth will have a downturn and recession, but not the strong destructive shock. Depression is not a bad thing, so some do more longterm, those who are ready, the money was in the parison and the road to parison of the enterprise, the crisis will develop better than others.Outdoor advertising industry is on the information and creativity, Posterscope is how to gain information and ideas?First, we want to find the people, is invited people to be true about the industry interest, willing to interact well with it, for example in the UK have many Posterscope staff every day concern related to the blog, know the industry what happened recently, think what consumers, if you do not have such a talent, you can not do so avantgarde. In second, as a pany, it is important to share, many panies only talk to share, not actually do, but we Posterscope in the world really such a sharing mechanism, do it is very successful. Specifically, many people may like to download, when not upload, so we implemented some encouraging measures, each year to reward those who share in doing positive staff, allowing them to travel around the world. So share here is a kind of atmosphere, is a kind of habit, later can turn the flow of knowledge.Creative is not made in a day can be, the key is to find, find real for the industry, the pany will encourage them to share with each other, so the efficiency and the power is more powerful. Have talent, mitment and responsibility is effective. The power of culture is really very powerful.中文翻譯：為廣告主找到最好的解決方案戶外廣告是具有悠久歷史的廣告媒體，從早期簡(jiǎn)單的廣告牌， 到現(xiàn)今科技的精進(jìn)及大量創(chuàng)意的提升，戶外廣告已逐漸為廣大廣告主青睞。 根據(jù)尼爾森2008年第二季媒體大調(diào)查的結(jié)果顯示，有77%的消費(fèi)者在過(guò)去7天內(nèi)看過(guò)戶外廣告，其接觸率僅次于電視媒體，無(wú)怪乎戶外廣告在溝通角色上， 扮演越來(lái)越重要的角色。 在目前全球經(jīng)濟(jì)背景下，戶外廣告會(huì)不會(huì)出現(xiàn)衰退？作為CEO,你覺(jué)得遇到的最大挑戰(zhàn)是什么，如何應(yīng)對(duì)？ 無(wú)疑在過(guò)去的一年中由于經(jīng)濟(jì)衰退導(dǎo)致戶外的增長(zhǎng)有所下滑。特別是歐洲受到的影響比較大，比如英國(guó)2009年戶外廣告幾乎沒(méi)有增長(zhǎng)的機(jī)會(huì)。我們看到2008年媒體方面也有所減弱，預(yù)期在2009年還會(huì)繼續(xù)。以歐洲為例，20082009年我們認(rèn)為都不會(huì)再有上升的趨勢(shì)，美國(guó)的全景看上去有些艱難，可是我仍認(rèn)為他們會(huì)恢復(fù)增長(zhǎng)，因?yàn)樗麄冇袛?shù)字化這一武器。在中國(guó)，如果說(shuō)20072008年有50%的增長(zhǎng)，那么2009年大概只有10% 。那已經(jīng)是不錯(cuò)的消息了。所以如果我們統(tǒng)觀全局，會(huì)發(fā)現(xiàn)經(jīng)濟(jì)危機(jī)的普遍影響。但是數(shù)字化在這種形勢(shì)下仍然發(fā)展飛速。比如在英國(guó)，傳統(tǒng)媒體的增長(zhǎng)只有1%2%，而數(shù)字媒體卻增長(zhǎng)了80% 。越來(lái)越多的廣告主開(kāi)始選擇使用新媒體，在這里也是如此。用在數(shù)字媒體上面的投資持續(xù)上漲。因?yàn)槠扔陔娨暤膲毫芏鄰V告主開(kāi)始把目光聚集到新媒體這邊。在危機(jī)中有的市場(chǎng)受到的影響更多，比如歐洲，有的就少些。戶外媒體本身沒(méi)有什么太大的生存問(wèn)題，很快就能走出全球經(jīng)濟(jì)陰影。從全球來(lái)說(shuō)我還看到一個(gè)跡象，比如快速消費(fèi)品行業(yè)和飲料業(yè)，它們的預(yù)算一直在增長(zhǎng)，即使在危機(jī)中也沒(méi)有減