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TITLE OF THE REPORT:
“THE STUDY OF ADVERTISING AGENCIES”
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PREFACE
It is a matter of great honor for me to !resent "efore m# hm"$e rea%ers this
!ro&e't "ase% on the st%# of “A%(ertising Agen'ies”) The foregoing !resentation is an
honest an% !ainsta*ing effort on m# !art in "$a'* an% +hite a"ot the 'o$orf$ +or$% of
a%(ertising agen'ies) The %ata 'o$$e'te% "# me is "oth !rimar# as +e$$ as se'on%ar#) I
ha(e ta*en assistan'e from *no+$e%gea"$e an% a!t tas*masters sho$%ering +or* f great
res!onsi"i$it# in some of the re!te% a%(ertising agen'ies) Ho+e(er, +ith %e res!e't to
the rge of these agen'ies for maintaining se're'# a"ot their o!erations an% finan'ia$
%ata ,I a$so ha% to resort to se'on%ar# sor'es for o"taining %ata $i*e ne+s!a!ers,
maga-ines an% the +e"sites of these agen'ies) A$thogh the information o"taine% from
se'on%ar# sor'es ma# !rima fa'ie seem to "e !ara$#se% "# +in%o+ %ressing, to "e
a"so$te$# fran* +ith m# n%erstan%ing rea%ers, it has "een %is'o(ere% that this %ata is as
re$ia"$e as the one I ha(e o"taine% from the horse.s moth for other agen'ies)
De to !a'it# of time an% re$'tan'e of 'ertain internationa$$# a''$aime%
a%(ertising agen'ies in 'o/o!erating +ith me for this !ro&e't %e to some o"(ios reasons
on their !art ,I ha(e "een a"$e to 'o(er in this !ro&e't a st%# of 0 agen'ies) 1t the
foregoing !ages +i$$ +arrant m# !ainsta*ing efforts an% the e2tensi(e st%# n%erta*en
"# me for ea'h of them)
So, +ith %e res!e't to m# !atient rea%ers for the time the# +i$$ s!are for m#
!ro&e't an% +ith 'onfi%en'e f$o+ing throgh m# ner(es that "oth the time an% !atien'e of
m# rea%ers +i$$ not "e trie% an% teste% an% "t %$# re+ar%e% +ith the intensit# of m#
efforts , I 'arr# #o gra'ef$$# into m# +or$% of a%(ertising agen'ies33333
4
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ACKNOWLEDGEMENTS
I +o$% $i*e to sin'ere$# than* the Uni(ersit# of 5m"ai for gi(ing me this
o!!ortnit# of ta*ing ! s'h a 'ha$$enging !ro&e't +hi'h has enhan'e% m# *no+$e%gea"ot the A%(ertising In%str# 6 the a%(ertising agen'ies)
I am (er# gratef$ to 5s) 5eghana 7ati$/ 7ro&e't Co/or%inator, n%er +hose
gi%an'e an% assistan'e I +as a"$e to s''essf$$# 'om!$ete m# !ro&e't) I am a$so
than*f$ to 5r) Vi*ram Shrotri, 7ro&e't Gi%e +hose a%(ise an% thoghts he$!e% me gain
a "etter n%erstan%ing of this hge a%(ertising in%str# an% the f$am"o#ant,
magnanimos +or$% of a%(ertising agen'ies)
8ast "t not the $east, I a$so than* the "e$o+/mentione% honora"$e %ignitaries
an% tas*/masters +ho ha(e !$a#e% a ma&or ro$e in $ea%ing their res!e'ti(e agen'ies to the
s*# of g$or#) This is a s!e'ia$ than*s to them for s!aring their !re'ios time, fitting m#
ot/of/the/+a# a!!oin”ent into their %iar# an% gi(ing a$most a$$ the information re9ire%
"# me in an n"e$ie(a"$# ami'a"$e manner)
:ithot the !ri'e$ess 'ontri"tion an% 'o(ete% gi%an'e of a$$ the a"o(e/
mentione% !eo!$e, this !ro&e't +o$% ha(e ne(er got a sha!e of rea$it# an% emerge%
"efore a$$ of #o in the manner an% in the st#$e as it no+ a!!ears)
:arm than*s to ;
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EXECUTIVE SUMMARY
1. OBJECTIVE :
To st%# the (arios a%(ertising agen'ies@ the ones ha(ing $o'a$ o!erations as +e$$ as
the ones ha(e internationa$ s'a$e of o!erations, their mo%s o!eran%i, st#$es an% the
manner of fn'tioning, their !rofi$es, their !s+ing an% their %o+nfa$$ an% $ast "t not
the $east their !osition in the +or$% of a%(ertising on the "asis of the 'ontri"tions to
the a% +or$% an% so'iet# at $arge)
2. METHODOLOGY :
In or%er to a'hie(e the a"o(e/mentione% o"&e'ti(e an% finish the st%# to !erfe'tion, I
ha(e ma%e a &%i'ios an% a "a$an'e% se of !rimar# sor'es as +e$$ as se'on%ar#sor'es of %ata 'o$$e'tion) :e$$, the !rimar# sor'es 'om!rise of !ersona$ (isits to the
a%ministrati(e offi'es of some *no+n a%(ertising agen'ies an% a %ire't
'ommni'ation +ith the !ersons +ho +ere *no+$e%gea"$e an% in/'harge of the
o!erations)
To fa'i$itate in m# o!erations, I ha% first 'ha$*e% ot a %etai$e% 9estionnaire 'o(ering
in $ength a$$ 9estions that +o$% ser(e the !r!ose in the most effi'ient an%
!ro%'ti(e +a#) The !re!aration an% the form$ation of the 9estionnaire +as on the
"asis of man# 'onsi%erations (i-), the time that the ans+eree +o$% re9ire to gi(e me
the re9ire% ans+ers, the im!ortan'e of that time an% the 'ost in(o$(e%) A 'o!# of the
sai% 9estionnaire is in'$%e% e$se+here in this !ro&e't as an Anne2re)
A$thogh the efforts +ere %ire'te% "asi'a$$# to+ar%s o"taining information re9ire%
for the st%# from !rimar# sor'es to the ma2imm !ossi"$e e2tent, %e to fa'tors $i*e
$a'* of 'o/o!eration anti'i!ate% from sta$+arts an% internationa$$# a''$aime% agen'ies,
'onsi%erations of these agen'ies o(er se're'# of %ata regar%ing their o!erations, $a'*
of time for ans+ering the 9estionnaire an% na(ai$a"i$it# of the !ersons/in/'harge, I
a$so ha% to resort to se'on%ar# sor'es $i*e +e"sites, maga-ines, ne+s!a!ers et')
1i"$iogra!h# of these sor'es forms a !art of this 7ro&e't for rea%# referen'e of the
rea%er)
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A sam!$e of si2 agen'ies +as 'hosen on the "asis of their s'a$e of o!erations,
re!tation an% 9i'* a''essi"i$it#)
3. CONCLUSIONS :
Dring the 'orse of this st%# I ha(e o"ser(e% man# a fa'et of the a%(ertising
agen'ies ///// their strengths, their +ea*nesses, their o!!ortnities an% threats +hi'h
%eser(e a mention ;
⇒ 5ost of the a%(ertising agen'ies are "asi'a$$# intereste% in 'atering to &st the
nee%s of the 'onsmer irres!e'ti(e of the natre of the !ro%'t or ser(i'e
!ro!ose% to "e a%(ertise%)
⇒The !rimar# o"&e'ti(e of the agen'ies is "asi'a$$# !rofit generation an% !rofit
ma2imisation)
⇒ The agen'ies 'on%'t a S:OT of the '$ient "t not of the !ro%'t at the time of
a''e!ting an assignment)
⇒There is not m'h of a %#namism in this agen'ies as far as e2!ansion !$ans are
'on'erne%, %i(ersifi'ation o"&e'ti(es are in(o$(e% or s!e'ia$isation moti(es are in
9estion)
⇒ Not m'h is %one "# these agen'ies for the so'ia$ +e$fare an% a%(ertising of so'ia$
(a$es
⇒The agen'ies are high$# 'ommitte% to their a'ti(ities "t sometimes the# ten% to "e
o(er/!rofessiona$ in their attit%es, o(er/reser(e% in the 'hoi'e of strategies, o(er/
'onfi%entia$ in their o!erations an% o(er/aggressi(e in 'om!etition)
⇒ Not man# agen'ies are $a#ing too m'h em!hasis on se$e'tion of !ro!er hman
resor'es or manageria$ !ersonne$) The# a!!ear o(er/"r%ene% "# o"&e'ti(es of
'ost 'ontro$)
⇒There is not !ro!er training im!arte% to !eo!$e +or*ing in the mo%est$#
!ositione% a%(ertising agen'ies) De to this, there is $a'* of s!e'ia$isation,
im!ro(isation an% %#namism)
B
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4. RECOMMENDATIONS:
The fo$$o+ing are re'ommen%e% in (ie+ of the im!ortan'e an% the strategi' !osition
o''!ie% "# these agen'ies ;
⇒ The a%(ertising agen'ies sho$% fn'tion in a hea$thi$# 'om!etiti(e
en(ironment rather than in an aggressi(e +or$% of 't/throat 'om!etition)
⇒ The agen'ies sho$% %efinite$# gi(e im!ortan'e to !rofit ma2imisation "t at
the same time fn'tion in !"$i' interest as far as 'harges an% 9a$it# of
!ro%'ts is 'on'erne%)
⇒ The agen'ies sho$% a$so 'on%'t a S:OT ana$#sis of the !ro%'ts to "e
a%(ertise% at the time of a''e!ting assignments a$ong+ith the rotine
S:OT ana$#sis of the '$ients)
⇒ There sho$% a$so "e a !ro(ision for staff training +here"# the staff is !ro!er$#
moti(ate% an% e%'ate% for the ro$es the# !erform in the organisation
$ea%ing them to s!e'ia$isation an% !erfe'tion)
⇒ The a%(ertising agen'ies sho$% a$so ha(e a !ers!e'ti(e of ta!!ing ne+
a(enes, 'reating me+ mar*ets an% !rse g$o"a$ e2!ansion for the
"enefit of themse$(es an% for the 'ontr# at $arge)
T!"# $% C$&'#&'
S(.N$ T$)*+ P,# N$
CH < Resear'h 5etho%o$og#
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CH 4 Intro%'tion P($%*"#
>)< Intro%'tion to A%(ertising Agen'ies )4 Fn'tions of A%(ertising Agen'ies )> 5o%e$ Organi-ation Str'tre 44
CH ADVERTISING AGENCIES
< XEBEC
4)4 5o%s O!eran%i >
4)> S:OT Ana$#sis >B
4) 8ist of '$ients >
> CANCO
>)< The :herea"ots >
>)4 5o%s O!eran%i >
>)> S:OT Ana$#sis >
>) Can(as on +hi'h Can'o !aints its !ro%'t <
>)B Ho+ 'an I *no+ a"ot Can'o <
>)0 Organi-ation Str'tre <
>) Fa'i$ities offere% "# Can'o 4
>) A+ar%s 4
MCCANN - ERICKSON
)< Histor# >
)4 :ho.s :ho >
)> 5o%s O!eran%i B
) S:OT Ana$#sis B
B MUDRAB)< Histor# 0
B)4 7ioneers in A%(ertising Agen'ies 0<
B)> Di(isions 04
B) Fon%er 04
B)B 8ist of A+ar%s 0>
B)0 5a&or C$ients 0
B) Organi-ation Str'tre 00
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CH B S:OT Ana$#sis of A%(ertising Agen'ies/Com!arati(e
St%#
0
CH 0 Statisti's
0)< Com!arison "et+een Gross In'ome of To! 4B Agen'ies 0
0)4 Gro+th of A%(ertising Agen'ies
0)> To! 4 A%(ertising Agen'ies 4
0) To! 4 A%(ertising S!en%ers >
0)B Agen'ies Ran*ing
0)0 4
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RESEARCH METHODOLOGY
T$)*+ : STUDY OF ADVERTISING AGENCIES
1. OBJECTIVE :
The !ro&e't %ea$s +ith the st%# of a%(ertising agen'ies en'om!assing a m$ti/
%imensiona$ %is'ssion on the +herea"ots of these agen'ies, their mo%s o!eran%i,
their manner an% 'o(erage of o!erations, their strengths, +ea*nesses, o!!ortnities
a(ai$a"$e to them an% the threats !osing o"sta'$es in their &orne# to the ma2) This
st%# sho+s the %i(ersit# n%er$ining their o!erations an% at the same time the nit#
in aims, o"&e'ti(es an% target) As %ring the !re!aration of this !ro&e't, some
ine(ita"$e o"sta'$es an% natra$ hin%ran'es restri'te% the s'o!e of this st%# &st as
these agen'ies are restri'te% "# man# en(ironmenta$ an% so'io/e'onomi' fa'tors,
nonethe$ess, its a sin'erest attem!t to %o the "est !ossi"$e &sti'e to the sai% to!i')
2. AGENCIES COVERED :
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the information o"taine% from !rimar# sor'es an% sometimes for the main
information) Honest$#, the information o"taine% from the +e"sites +as %etai$e%
an% sffi'ient to an e2tent that +o$% e(en sr!ass those of !rimar# sor'es) In
the o'ean of the information that the +e"sites 'ontaine% for ea'h agen'#, I ha% to
fathom for the most !re'ios gems +hi'h re9ire% 'ris! e%iting, !re'iseness an%
goo% s'issor/+or*) A$so ne+s!a!ers $i*e The E'onomi' Times an% its
s!!$ementar# 'a$$e% 1ran% E9it# %i% $ea(e their im!rints on the !a!ers of the
!ro&e't to fo$$o+ an% their 'ontri"tion to this !resentation 'annot n%ermine%
an% nnoti'e%) He$! +as a$so ta*en from "oo*s "ase% on a%(ertising an%
mar*eting to gi(e a "etter a!!ea$ to this st%# an% enri'h it +ith more %etai$ing
an% $i(e$iness)
4. RESULT
The 'mm$ati(e res$t of !rimar# sor'es of %ata 'o$$e'tion an% se'on%ar#
sor'es is o"(ios from the !ages that fo$$o+) Ho+e(er, I ha(e "een a"$e to
generate sffi'ient information an% moreo(er, in %etai$ from a$$ the sor'es
em!$o#e% in an en%ea(or to $ea(e no stone ntrne% in &stif#ing the se$e'tion of
this to!i' an% a%(ertising agen'ies, at $arge) Thogh marre% "# some o"sta'$es, I
am 'on(in'e% that m# !ainsta*ing efforts an% %ro!s of s+eat that ha(e ma%e the
!a!ers intangi"$# +et an% the in* of the !en go %r# +i$$ 'on(in'e m# !atrons
'arr#ing goo% %oses of e2!e'tation from this !ro&e't)
. DIFFICULTIES FACED :
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ho+e(er e2!$anator# it is, "een o"taine% from them %ire't$#, it +o$% ha(e
%efinite$# ma%e neigh"orsJ en(# an% o+ner !ri%e)
>) Una(ai$a"i$it# of 'on'rete sor'es of se'on%ar# %ata +as another hin%ran'e)
Thogh +e"sites form an e2'e!tion, "arring them there +as har%$# a sor'e that
'arrie% some !otentia$ in meeting the re9irements) 7restigios !"$i'ations $i*e A
6 5 ha(e fa'e% sht %oors of !rinting !resses an% a re!$a'ement is sti$$ hi%ing in
some n*no+n 'orner of in(isi"i$it#)
In a ntshe$$, a$$ these ingre%ients +hi'h ha(e gone into the ma*ing of this re'i!e
+ait a (er%i't from the rea%ers for their taste)
INTRODUCTION
The +or% that "ri%ges the ga! "et+een “no more” to “*no+ more”/ A%(ertising333)an% frther "et+een “*no+ more” an% “gro+ more”) ?no+$e%ge is !o+er, the# sa# an%
to%a# the "iggest +ea!on of !o+er in an#one.s han%s is that of a%(ertising) Kst as +ater
is to a fish, a%(ertising is to "siness@ something +ithot +hi'h the "asi' 9estion of
sr(i(a$ is "on% to rise)
In this &ng$e of name an% fame, +here e(er# 'reatre 'onfi%ent$# %efies :i$$iam
Sha*es!eare +hen he sa#s,” :hat.s there in a name” there is %efinite$# e(er#thing
atta'he% to name an% it.s this name +hi'h gi(es #o fame33An% +hat gi(es an i%entit#
it.s name :e$$, the on$# go$%en +or% “A%(ertising” Definite$# roses +i$$ not sme$$ $ess
s+eet "# an# other name "t "sinesses +i$$ n%o"te%$# go "a'* to the 'offers if the
+or$% forgets their names an% to *ee! them a$i(e in the min%s of "i$$ions, #o go for
!"$i'it#)
To%a# e(er#one a%(ertises L from 'rM'hes to 'rematorim ,from hote$s to hos!ita$s, from
'$"s to !"s,from marriage "reas to $a+#ers33 +e$$ name it an% #o ha(e it)
E(er#one nee%s re'ognition, from a 0 month "a"# in the 'ra%$e to a 0 #ear o$% !re!aring
for a gra(e#ar%, from a "eggar to a "i$$ionaire33 e(er#one +ants #o to re'ogni-e in a
train or in a !$ane , irres!e'ti(e of +hat #o are) In the #ester#ears , e(er#thing +as
'onsi%ere% fair in $o(e 6 +ar an% a%(ertising ) It %oes not min% if #o ha(e to !$$
someone %o+n, im!ortant is that #o sho$% rise)
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ser(i'e) Irres!e'ti(e of the !ost/se 'atastro!hes, the im!a't of so$i% mar*eting 6
!"$i'it# on the min%s of an or%inar# $a#men for +hom ha(ing a mo"i$e in han% +as
nothing $ess than +earing a go$% ring in the ring finger is ref$e'te% in the +a# s'h a
!erson is to%a# sing a 'e$$ !hone) The h#!e +as 'reate% "# the agen'ies $i*e X#!#+
C$55&*+'*$& +ho a%(ertise% the !ro%'t of one of the Fortne B Com!anies of
In%ia an% the h#steria sti$$ 'ontines)
To%a#, ma# !ro%'ts $i*e 'ho'o$ates an% "tter 'ome to "e i%entifie% "# their "ran%
names $i*e “CAD1URYS” 6 “A5U8”) On the other han%, man# others are i%entifie% "#
their s$ogans, 'at'h$ines 6 !n'h$ines %e(ise% "# the a%(ertising +i-ar%s $i*e
“BLACKMAGIC MOTION PICTURES6 for their '$ients. !ro%'ts $i*e “Hamara
1a&a& 1a&a& Ato”, “Utter$# 1tter$# %e$i'ios Am$ Am$”, “A gift for someone #o
$o(eCa%"r#s.”, “Yeh Di$ 5aange 5ore 7e!si'o” , “Taste the Thn%er Thms/U!”
et')
1efore +e go ahea% +ith the %is'ssions a"ot the a%(ertising agen'ies 6 the "rains
"ehin% them, it.s !ertinent to "ring to $ime$ight the "enefits +hi'h +e, as a so'iet#, are
%eri(ing from these agen'ies an% the not/so a''e!ta"$e traits)
PRESENTING...
The !ros3
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"est”) :e$$, !eo!$e are after a$$ !a#ing han%some$# for their re9irements an%
the# %eser(e 'hoi'es an% o!tions) 1t, it a$$ o+es to these agen'ies +ho ha(e
s!rea% ot "efore s
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harmf$ness of smo*ing an% %rin*ing $i9or, a"o$ishing e(i$ !ra'ti'es an% %ogmas
%ee!$# roote% in the "$oo% of the rra$ i$$iterate, im!ortan'e of a n'$ear an% sma$$
fami$# et') A''e!ting these assignments for a so'ia$ 'ase +i$$ not 'reate a %ent in
their !o'*ets "t +i$$ sre$# go a $ong +a# in re(o$tionising thoghts, attit%es
an% min%set of e(er# In%ian)
4 N$ SWOT $% )($0+' 0/#('*#0 +$&0+'#0 :
A$$ the a%(ertising agen'ies are 'on%'ting a S:OT ana$#sis of the !ros!e'ti(e
'$ients that a!!roa'h them +ith a !ro%'t or ser(i'e meant to "e a%(ertise% "t no
one is "othere% a"ot a s'rtin# of the !ro%'ts to "e so a%(ertise%) It is not their
"siness, !erha!s it is anti/"siness@ thatJs the fee$ an% the f$a(or)
PROFILE
ADVERTISING AGENCY
ADVERTISING
The Ameri'an 5ar*eting Asso'iation, %efine% a%(ertising as “an# !ai% form of non/
!ersona$ !resentations of i%ea, goo%s or ser(i'e "# an i%entifie% s!onsor)”In other +or%s
+e 'an sa# that A%(ertising is "ran% "i$%ing throgh effe'ti(e 'ommni'ation
INTRODUCTION TO ADVERTISING AGENCY
The g$o"a$ mar*et has e2!an%e% manifo$% in the $ast fe+ %e'a%es) 5ore an% more
!ro%'ts are "eing $an'he% !ra'ti'a$$# e(er#%a#) The 'om!anies are engage% in
'tthroat 'om!etition to high$ight their !ro%'ts to the forefront) Herein enters the
g$amoros fie$% of a%(ertising) A%(ertising is a'ta$$# "ran% "i$%ing throgh effe'ti(e
'ommni'ation an% is essentia$$# a ser(i'e in%str#) This re9ires the he$! of the me%ia to
rea'h more an% more !eo!$e to 'ommni'ate "ran% effe'ti(eness an% here a%(ertising
agen'ies 'omes !i'tre)
The ro$e of a%(ertising agen'# has "een a''e!te% "e'ase it !ro(i%es s!e'ia$ist ser(i'es
to the 'om!anies, +hi'h ha(e ina%e9ate ser(i'es of e2!erts for the !romotion of their
goo%s an% ser(i'es) 5an# instittions ha(e esta"$ishe% the ser(i'es of a%(ertising
agen'ies to ma*e their !ro%'ts an% ser(i'es *no+n to the !otentia$ 'onsmers)
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FUNCTIONS OF ADVERTISING AGENCY:
The a%(ertising agen'# !erforms a$$ the manageria$ fn'tions) Some of these are
!$anning, 'reation an% e2e'tion, 'o/or%ination, a''onting, me%ia, resear'h an% interna$
'ontro$)
P"&&*&,; The a%(ertising agen'# !$ans the a%(ertising 'am!aign) The
management %e$egates the res!onsi"i$it# of a%(ertising !$anning an% e2e'tion to
the agen'#) The agen'# mst ha(e a fair *no+$e%ge of the firm.s !ro%'ts, its
histor#, the !resent mar*et 'on%itions, %istri"tion metho%s, !ri'e $e(e$ an% other
'on%itions) A s''essf$ a%(ertising !rogramme is "i$t on the "asis of these %ata)
C(#'*$& &0 E;#+'*$&; S!e'ifi' a%(ertisements are 'reate%) The a%(ertising
'o!# is +ritten@ the $a#ot is !re!are%@ i$$strations are %ra+n@ !hotogra!hs arefina$i-e%@ an% a 'orre't me'hani'a$ form for rnning it in the se$e'te% me%ia is
!ro%'e%) The a%(ertising agen'# !re!ares a sita"$e a%(ertising 'o!# for
insertion in a$$ the me%ia)
C$-O(0*&'*$&; The a%(ertising agen'# 'o/or%inates se(era$ a'ti(ities) It often
+or*s +ith the '$ient.s sa$es for'e an% %istri"tion net+or* to ensre the $ong/rn
s''ess of the a%(ertising !rogramme) The 'om"ine% efforts of sa$es !ersons,
%istri"tors an% retai$ers ensre ma2imm sa$es) I%eas, me%ia, 'o!# an% %e'isions
are 'o/or%inate% !ro!er$# to !ro&e't an% im!$ement the a%(ertising !rogramme)
A++$&'*&,; The a%(ertising agen'# maintains !ro!er a''onts in 'o/o!eration
+ith the '$ient) The a''ont e2e'ti(es see to it that the agen'# *ee!s to the state%
!$an) The a''ontant is in 'harge of the a%ministration of the a%(ertising
!rogramme on the agen'# si%e) A misn%erstan%ing arising "et+een the agen'#
an% the '$ient is e$iminate% "# the a''ontant) The amont of fees re'ei(e% from
the '$ient an% the !a#ment of ta2es, "i$$s an% other 'harges are a''onte% for "#
the a''ontant)
M#0*; The a%(ertising agen'# se$e'ts the me%ia or a set of sita"$e me%ia for the
'$ient to rea'h the right t#!e of a%ien'e +hi'h is an im!ortant fa'tor in me%ia
se$e'tion) The rates, 'ir'$ation, !o!$ation, a%ien'e, in'ome an% other im!ortant
information are 'o$$e'te% for the !r!ose) It has to see to that the me%ia !$an is
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'arrie% ot !ro!er$# +hi'h is %e(ise% to im!$ement the 'am!aign.s
'ommni'ation o"&e'ti(es) The me%ia e2!erts *no+ a$$ a"ot the me%ia an% their
'o(erage) The# !re!are the s'he%$e of a%(ertising, !"$i'ation, %ata on !rinting
an% the time a(ai$a"$e from te$e(ision an% ra%io)
R##(+; Resear'h is a *e# fn'tion in an a%(ertising 'am!aign) The %e'isions
on 'reati(it# an% me%ia se$e'tion are ta*en on the fin%ings n'o(ere% for
resear'h) Resear'h ma*es e(er# %e'ision s#stemati' an% $ogi'a$, "ase% as it is on
fa'ts an% figres)
I&'#(&" C$&'($"; The a%(ertising agen'# manages its em!$o#ees, finan'es an%
other resor'es effe'ti(e$# an% e'onomi'a$$#) It 'on%'ts the "siness "ehin% the
s'enes an% e2er'ises !ro!er 'ontro$ o(er a'ti(ities an% fn%s) 7"$i' re$ations,
sa$es !romotion fn'tions an% '$ient 'onta'ts are maintaine% "# the management
for the effe'ti(e o!erations of the a%(ertising agen'#)
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1ROADCAST7RINT7RODUCTION
STAGE
INTERNA8
C8IENT 1RIEF
ENTERS THE AD AGENCY
CREATIVE 1RIEF 5EDIA 1RIEF
CREATIVE 7ROCESS
CO7Y:RITING I88USTRATING
8AYOUTS
C8IENT A77ROVA8
TY7OGRA7HY ENGRAVING FI85ING EDITING
7RINT AD
7RINT 5EDIA
CO55ERCIA8
1ROADCAST 5EDIA
AD REACHES THE TARGET AUDIENCE
E=TERNA8
CREATIONSTAGE
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TYPICAL ADVERTISING AGENCY STRUCTURE
C*(5& < M&,*&,
D*(#+'$(
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A++$&' E;#+'*/#
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D*(#+'$(
C(#'*/# G($) H#0
C$)7(*'#( A(' D*(#+'$(
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ADVERTISING AGENCY = 1
X E B E C
THE WHEREABOUTS
HEAD OFFICE :
4, Santosh Heights,
, K)N) 5arg,
O!!) A!sara Theatre,
7ne L )
BRANCH OFFICE :
Kain Cham"ers, <st
F$oor, Ne2t to Saga Sho!!ing Centre,
S)V) Roa%, 1an%ra :est,
5m"ai L B)
In'or!orate% in the #ear
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ma*es a 'om!$ete assessment of s'h a !ro%'t or ser(i'e, "ase% on the re!resentations
an% the e2!$anations gi(en "# its '$ient in terms of the $ife of the !ro%'t, its
mar*eta"i$it# an% its 'ommer'ia$ (a$e) Contining on these $ines, the agen'# a$so ma*es
an assessment of the re9irements of the '$ient, their "%get, 'ost 'onstraints et') Fina$$#,
$ast "t not the $east, the agen'# ma*es an estimate of the "enefits, "oth monetar# as +e$$
as non/monetar# +hi'h it is s"se9ent$# in the $ong rn, going to %eri(e ot of e(er#
s'h assignment)
On the "asis of s'h a st%# ma%e a"ot the !ro%'t, its target a%ien'e an% the !s#'ho/
ana$#sis of the 'reator as +e$$ as its 'reation, the agen'# then se$e'ts the t#!e of me%ia
+hi'h is the most a!!ro!riate one in terms of the 'ost 'onstraints $ai% %o+n "# the '$ient
an% a''or%ing$# intimate the '$ient a"ot the 'ost/"enefit ratio of the entire e2er'ise) So,
it.s a thorogh !rofessiona$ a!!roa'h +herein the '$ient is rest assre% a"ot the "enefits
he is going to rea! from the see%s he is !$anning to so+ in the fie$% of a%(ertisement)
U$timate$#, its not a no/+in no/$ose sitation for "oth of them "t is entire$# a +inners.
ot'ome)
THE CANVAS ON WHICH XEBEC PAINTS THE PRODUCT :
=e"e' !ro(i%es its 'stomers +ith a +i%e/range of me%ia to se$e't from (i-), in fine
!rint, or on 'e$$$oi% $i*e te$e(ision, ra%io, theatres et')
HOW CAN I KNOW ABOUT XEBEC :
:e$$, "eing !rofessiona$ an% 'om!etiti(e in a!!roa'h, it is =e"e' +ho a!!roa'hes its
!ros!e'ti(e '$ients an% not +ait for the the '$ients to fathom for it) So, the '$ient %oes not
ha(e to rn in sn an% sho+er for fin%ing a !ro!er 'an(as for its !ro%'t) =e"e' !ro(i%es
a$$ the fa'i$ites for its '$ient 'o!$e% +ith a (er# 'o/o!erati(e in/hose, intera'ti(e
res!onse an% hos!ita$it#) As far as a !a#ment term is 'on'erne%, =e"e' a$so ta*es 'are of
the !o'*et/si-e of its 'stomers) So on one han%, it gi(es #o the o!tion to !a# the entire
fees in $m!sm, on the other han% it a$so e2ten%s 're%it to its 'ontinos an%
're%it+orth# 'stomers)
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STRENGTHS ;
The agen'# first n%erstan%s the re9irements of its 'stomer an% gets a 'om!$ete
!rofi$e a"ot the !ro%'t or the ser(i'e to "e a%(ertise% from the horse.s moth)
Frther, it ma*es a 'om!$ete assessment of s'h a !ro%'t or ser(i'e, "ase% on the
re!resentations an% the e2!$anations gi(en "# its '$ient in terms of the $ife of the
!ro%'t, its mar*eta"i$it# an% its 'ommer'ia$ (a$e) Contining on these $ines, the
agen'# a$so ma*es an assessment of the re9irements of the '$ient, their "%get, 'ost
'onstraints et') Fina$$#, $ast "t not the $east, the agen'# ma*es an estimate of the
"enefits, "oth monetar# as +e$$ as non/monetar# +hi'h it is s"se9ent$# in the $ong
rn, going to %eri(e ot of e(er# s'h assignment)
On the "asis of s'h a st%# ma%e a"ot the !ro%'t, its target a%ien'e an% the
!s#'ho/ana$#sis of the 'reator as +e$$ as its 'reation, the agen'# then se$e'ts the t#!e
of me%ia +hi'h is the most a!!ro!riate one in terms of the 'ost 'onstraints $ai% %o+n
"# the '$ient an% a''or%ing$# intimate the '$ient a"ot the 'ost/"enefit ratio of the
entire e2er'ise) So, it.s a thorogh !rofessiona$ a!!roa'h +herein the '$ient is rest
assre% a"ot the "enefits he is going to rea! from the see%s he is !$anning to so+ in
the fie$% of a%(ertisement) U$timate$#, its not a no/+in no/$ose sitation for "oth of
them "t is entire$# a +inners. ot'ome)
WEAKNESSES :
=e"e' is fa'ing a ma&or !ro"$em of Time 5anagement i)e) it is o(er/%e!en%ent on its
staff) Hen'e, the 9a$it# an% the effi'ien'# of its hman resor'es a$+a#s 'ases some
sort of a !ro"$em in ma*ing an% im!$ementing fast %e'isions) Again, m$ti!$i'it# of
"rains, thogh an asset for an# organi-ation is a$so sometimes a hin%ran'e in its
%e(e$o!ment +hen the agen'# is not a"$e to rea'h to a %efinite 'on'$sion a"ot its
strategies an% !o$i'ies in the ni'* of the time %e to 'onf$i'ting i%eas !resente% "# its
too man# %e'ision/ma*ers) As it is a!t$# 9ote%, “Too man# 'oo*s s!oi$ the "roth”
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Se'on%$#, as far as '$ient ser(i'ing is 'on'erne%, =e"e' %oes not ma*e a%e9ate
attem!ts to !%ate its ser(i'es) This is the main reason +h# this organi-ation thogh
re!te%, is not a"$e to e2!an% its !ara!herna$ia) 8a'* of 'reati(it# is a$so a ma&or
"a'*%ro! in its s''ess stor#)
Ne2t, =e"e' has a$so fai$e% to ma*e an# reno+ne% 'e$e"rit# from the fie$%s of
'inema, s!orts, !o$iti's or "siness as its "ran% am"assa%or as other re!te% agen'ies
in this +or$% are in a !ra'ti'e of %oing) Hen'e, the agen'# fai$s to 'reate a $ong/$asting
an% hge a!!ea$ for the !ro%'ts of its '$ients amongst the masses)
As far as the !rofi$es of the team mem"ers of =e"e' are 'on'erne%, the !eo!$e in the
to!most $e(e$s of organi-ationa$ hierar'h# +ho are main$# sho$%ering the
res!onsi"i$it# of %e(ising strategies, !o$i'ies, me%ia !$ans, '$ient ser(i'ing, a''ont
!$anning, mar*et re'ognition an% strategi' %e'ision/ma*ing are not from the fie$%s of
management or a%(ertising) Thogh, the# ma# "e +e$$/groome% for e2'e$$en'e in the
en(ironment in +hi'h the# are fn'tioning, there is a$+a#s an n%is!te% %ifferen'e
"et+een those a"$e/"o%ie% !eo!$e +ho are from the fie$% of management an% those
+ho are not) An% fina$$#, in this fie$% of 't/throat 'om!etition +here agen'ies rise
an% fa$$ $i*e a !a'* of 'ar%s %a# in an% ot, #o %efinite$# nee% !rofessiona$s an%
!rofessiona$ism in #or a!!roa'h at the time of %e'ision/ma*ing an% im!$ementation
of i%eas)
OPPORTUNITIES :
There is a tremen%os s'o!e for %i(ersif#ing its !ara!herna$ia as 'rrent$# =e"e' is
&st s!e'ia$i-ing in one !arti'$ar me%ia)
Se'on%$#, "# re'riting an% ta*ing more "enefits from ser(i'es of !rofessiona$s in this
fie$%, =e"e' 'an o(er'ome its !ro"$ems of Time 5anagement an% s$o+ %e'ision/
ma*ing) Instea% of ha(ing too man# hea%s +ith %ifferent 'ontents in them, it 'an
a$+a#s go for 9a$it# staff)
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=e"e' 'an a$so 'on'entrate on ma*ing some of the eminent !ersona$ities as its 1ran%
Am"assa%or, +hi'h it has a$rea%# starte% as is e(i%ent from its forth'oming 'ontra't
+ith a 'ri'*et star name% Sa$i$ An*o$a) If it 'ontines to %o so on these $ines it 'an
$ea% to more aggressi(e res!onse for its '$ients. !ro%'ts an% ser(i'es)
THREATS :
=e"e' a$so %oes not ma*e a S:OT ana$#sis of its '$ients at the time of ta*ing an
assignment) This a$so e2!oses it to a ma&or threat of $osing its o+n gron% in its fie$%
as not man# of its '$ients are too re!te%, +e$$/organise% an% a+are of their
re9irements)
Another ma&or threat to the gro+th an% %e(e$o!ment of =e"e' is its o(er/%e!en%en'e
on 7rint 5e%ia) That is to sa#, =e"e' has not ta*en too man# efforts of %i(ersifi'ation
an% gro+th into other me%ia) It is 9ite n%erstan%a"$e that in to%a#.s +or$% to remain
se$$a"$e in the mar*et #o ha(e to *ee! on %i(ersif#ing #orse$f into other fie$%s
+hi'h this agen'# is not (er# m'h *een in to%a#, there is a %efinite threat on its
ftre e2isten'e) Sr(i(a$ is first, gro+th after+ar%s an% &st tr#ing to "e a master in
one ami%st a 'ro+% of e2!erts +ho are Ka'* of a$$ tra%es is not at a$$ a goo% sign for
an# organi-ation)
CASE STUDIES
1. KIMBERLY CLARK
1.1 B(*#%
Asso'iate ?im"er$# C$ar* +ith !ersona$ h#giene "# a 'am!aign en'oraging !eo!$e
to a%o!t hea$th ha"its an% e%'ate offi'es an% hote$s a"ot the im!ortan'e of gi(ing
their em!$o#ees an% gests a''ess to h#giene !ro%'ts)
1.2 E;#+'*$&
A 7oster Cam!aign !$a'e% in an% aron% +ashrooms +here ?im"er$# C$ar*Js
!ro%'ts are most se%remin%ing !eo!$e a"ot the im!ortan'e of !ersona$
h#giene +ith a "#$ine "# ?im"er$# C$ar*)
4B
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1.3 R#"'
A %ire't asso'iation "et+een ?im"er$# C$ar* an% !ersona$ h#giene an% in'rease%
sage of ?im"er$# C$ar* !ro%'ts an% s!!$ies)
2. KINETIC
2.1 B(*#%
Re$an'h ?ineti' Hon%a 5ar(e$ an% "i$% on ?ineti'Js re!tation as an a$$ fami$#
4 +hee$er ma*er) Create a ne+ "-- aron% the 5ar(e$ as an e2'iting "i*e)
2.2 E;#+'*$&
A series of 'on'rrent roa%/sho+s an% test ri%es a$$ o(er In%ia han%$e% "# or
e(ents %i(ision +ith $i(e !erforman'es "# In%iaJs most e2'iting an% ta$ente%
!erformer / RE5O / to stir ! the e2'itement)
2.3 R#"'
E2'itement a"ot 5ar(e$ an% rene+e% interest in the s'ooter an% ?ineti')
3. THYSSENKRUPP
3.1 B(*#%
To o''!# min%s!a'e as a 'ore infrastr'tre se'torin%str# !$a#er)
3.2 E;#+'*$&
A 'reati(e 'am!aign in In%ian an% foreign maga-ines an% &orna$s '$ose$#
targete% at in%stria$ %e'ision ma*ers)
3.3 R#"'
In'rease% a+areness of Th#ssen?r!! a'ti(ities an% "ran% re'a$$ as a hi/te'h
German 'om!an#) Th#ssen?r!! 'ontines to "e a (a$e% '$ient)
4. INDIACOM
4.1 B(*#%
1i$% the INDIACO5 "ran% as a most easi$# a''essi"$e an% +i%e$# %isseminate%
#e$$o+ !ages %ire'tor#)
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4.2 E;#+'*$&
Strategi' !ress s!ots an% hoar%ings time% +ith the "eginning an% en% of the
"oo*ings !erio% %esigne% to %ri(e %eman% for a%s an% insertions an% in'rease
a+areness of the INDIACO5 e%ge)
4.3 R#"'
5ore re'a$$ for the INDIACO5 "ran% as the most easi$# a''essi"$e an% +i%e$#
%isseminate% #e$$o+ !ages %ire'tor# res$ting in more !$a'ements in their
%ire'tor#)
. LIPI DATA SYSTEMS
.1 B(*#%
7osition 8I7I as a tota$ %ata so$tions 'om!an# +ith a +i%e range of high 9a$it#
!rint so$tions for sma$$ "sinesses an% 'or!orates
.2 E;#+'*$&
A 'reati(e 'am!aign fo'sing on the f$e2i"i$it# of 8I7I !rinting so$tions)
.3 R#"'
In'rease% a+areness a"ot the 8I7I "ran% name as a !ro(i%er of s!erior !rinting
so$tions)
>. INTELLIGENT INVESTOR
>.1 B(*#%
Raise Inte$$igent In(estorJs !rofi$e throgh high !o+ere% !ersona$ finan'e
e2hi"itions in the metros)
>.2 E;#+'*$&
A series of f$$ !age a%s in ot$oo* an% Inte$$igent In(estor %esigne% to engage the
rea%ers attention "# trm!eting the sheer (o$me of finan'ia$ ser(i'es an% free
a%(i'e on offer)
>.3 R#"'
A tremen%os res!onse to the !ersona$ finan'e e2hi"itions $ea%ing to in'rease%
a+areness a"ot Inte$$igent In(estor an% an in'rease in its "ran% e9it#)
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?. CENTURION BANK
?.1 B(*#%
Esta"$ish Centrion 1an* as a one sto! sho! for a$$ "an*ing nee%s +ith s!erior
"an*ing ser(i'es for sma$$ 'stomers)
?.2 E;#+'*$&
The target a%ien'e +as i%entifie% as the sma$$ 'stomer +ho +as !erha!s not
getting the "est ser(i'e in "ig "an*s) The 'reati(es +ere %esigne% to inform him
a"ot Centrion 1an*Js thrst to+ar%s them)
?.3 R#"'
5ore ne+ a''onts for Centrion 1an* +ith its "ran% firm$# esta"$ishe% among
the sma$$er 'stomers)
@. DISHNET DSL
@.1 B(*#%
8e(erage Dishnet strengths as the on$# DS8 high s!ee% IS7 !ro(i%er in the
'ontr#) Target soho an% hea(# net sers !romoting the "enefits of high s!ee%
a''ess)
@.2 E;#+'*$&
A 'reati(e 'am!aign "ringing ot the 'ost an% s!ee% a%(antages of "roa%"an%)
@.3 R#"'
In'rease% interest an% a+areness a"ot "roa%"an% Internet a''ess, esta"$ishing
Dishnet DS8 as the !ioneer in "roa%"an% te'hno$og# an% generating in9iries an%
sa$es)
AWARDS < ACHIEVEMENTS :
B#' R0*$ J*&,"#
A refreshing &ing$e for E$e'troni'a 8easing 6 Finan'e 8t%.s Fi2e% De!osit S'hemesP
CEAD - B#' R0*$ J*&,"#
An inno(ati(e &ing$e for ?ineti' S!ar* +hi'h +as set in a fo$* tneP
T(0# F*(E;*!*'*$& D#*,&
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First !ri-e for ?ineti' Hon%a sta$$ at Ato E2!o QP
F*(' )(*# %$( I5)(#*/# S'"" < I&&$/'*/# D*)"6 ' TECHEX-> ' W$("0
T(0# C#&'(# M5!* N$/#5!#( @
WHOS WHO IN XEBEC
7eo!$e ma*e a$$ the %ifferen'e, nrtring ta$ent an% a$$o+ing s!a'e for
in%e!en%ent thoght an% initiati(e are or ha$$mar*s +hi'h e2!$ains the $o+
attrition rates)
K# )#$)"# !#*&0 '# ++# $% X#!#+ (# -
?iran 1hat / Chief E2e'ti(e Ani$ 1hat / E2e'ti(e Dire'tor
Vin'ent Se"astian / 1ran'h 5anager Ra%hi*a A*o$*ar / A''ont Dire'tor
Samir :agh / 5anager 5e%ia 6 E(ents San%ee! Gho%*e / Art Dire'tor
Ani$ Rane / Asst) Art Dire'tor A"ha# 1engeri / 1ran'h Dire'tor
7ra(een 5e$oth / Sr) A''ont E2e'ti(e 1ha(ana / Sr) A''ont E2e'ti(e
DIVISIONS OF XEBEC
M.A.R.S.
Or in hose Resear'h %i(ision / an in%e!en%ent !rofit 'entre / a$$o+s '$ients to i%entif#
'stomer !referen'es, tren%s, %e$i(er a more fo'se% message an% tra'* 'stomer
res!onse)
5)A)R)S) %e$i(ers !rofessiona$ resear'h ser(i'es +ithin the =e"e' m"re$$a)
5)A)R)S) Ser(i'es;
a$itati(e an% antitati(e Resear'h))) Di!sti'* St%ies))) Fo's Gro!s))) 7re
an% 7ost 8an'h Sr(e#s St%ies))) Feasi"i$it# Re!orts))) Cstomer Satisfa'tion
Sr(e#s))) Dea$er A%its)))
STELLAR - P.R.
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In to%a#Js fast !a'e% me%ia %ri(en +or$% +ith shrin*ing attention s!ans, 7R is an
im!ortant (ehi'$e to in'rease min%s!a'e an% min%share)
Ste$$ar is a =e"e' gro! 'om!an# rn "# e2!erien'e% 7R !rofessiona$s +ith strong
'onta'ts in !ress an% TV for nationa$ 'o(erage)
CUSTOMER CONNECT
C4 is =e"e' CR5 arm +ith s!e'ia$i-e% Dire't 5ar*eting an% Cstomer Res!onse s*i$$s)
LIST OF CLIENTS
IT SOFTWARE
) Ar%en S#stems
) Data!ro Info+or$% 8t%)
B) Kog Soft+are So$tions
0) 8'ent Te'hno$ogies
) Se$e'ti'a In%ia
) 7arametri' Te'hno$ogies
) ?!it S#stems
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>) C/Net Net+or*ing 7ro%'ts
) 8i!i Data S#stems
INDUSTRIAL
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Carat is o!erate% "# AEGIS 5EDIA +hi'h o!erates a$ong+ith Carat 4 other re!te%
+or$%+i%e organi-ations (i-), Vi-em 6 7osterso!e :or$%+i%e)
MODUS OPERANDI :1eing a tr$# !rofessiona$ 6 'om!etiti(e in a!!roa'h, “CARAT ” has a +e$$/%efine% an%
a +e$$/organise% metho% of o!erations) :hen the !ros!e'ti(e '$ient a!!roa'hes them for
getting his !r!ose ser(e%, the# 'on%'t a S:OT ana$#sis !rior to a''e!tan'e of an#
assignment) A$thogh, this S:OT Ana$#sis is not at a$$ a 'm"ersome an% !atien'e/
testing e2er'ise for the '$ient, it is %esigne% in s'h a +a# that the agen'# gets a tota$
assran'e of the ot!t)
SWOT ANALYSIS OF CARAT :
STRENGTHS
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ntshe$$, this t#!e of a strateg# he$!s in "i$%ing a "ran% $o#a$t# an% the 'stomer
starts re$ating himse$f +ith it)
) Carat.s '$ients are (er# m'h im!resse% +ith its a"i$it# to +or* as an internationa$
team) The "rea%th of their ser(i'e an% their strong 'oherent net+or* gi(e Carat
the s'o!e to tr$# !artner internationa$ a%(ertisers +ho are +inning the ra'e for
g$o"a$ me%ia effe'ti(eness)
B) E(er# "ran%, mar*et an% 'om!etiti(e sitation re9ires a ni9e so$tion) Carat
has a rigoros an% !ro(en frame+or* to %e(e$o! inno(ati(e an% 'reati(e me%ia
so$tions throghot its net+or*) Its a!!roa'h e2ten%s a'ross a$$ me%ia / >0
'ommni'ation) It +or*s +ith a site of so!histi'ate% ana$#sis too$s an% resear'h,
he$!ing it to n%erstan% 'onsmers an% to %esign me%ia 'am!aigns that %e$i(er
measra"$e im!ro(ements in its '$ientsJ "siness)
B) In'isi(e management of me%ia %e$i(ers "siness a%(antage to Carat.s '$ients)
Carat has in(este% o(er US> mi$$ion on resear'h an% too$s to manage an%
measre me%ia effe'ti(eness, a'ross tra%itiona$ an% on$ine me%ia 'hanne$s)
0) ConsmersJ re$ationshi!s +ith "ran%s an% !ro%'t se'tors nee% to "e $in*e% to
their re$ationshi!s +ith me%ia an% attit%es to a%(ertising) Ana$#sis sing too$s
s'h as Charisma an% A%/it%es he$!s Carat.s '$ients rea'h their 'ore targets more
effe'ti(e$# an% %e(e$o! strategies to attra't ne+ 'stomers)
WEAKNESSES
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4) Carat has internationa$ tie/!s +hi'h means that there is am!$e of s'o!e for it to
%i(ersif# its o!erations an% ta! the mar*et +or$%+i%e)
THREATS
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ADVERTISING AGENCY = 3
C A N C O
THE WHEREABOUTS
HEAD OFFICE :
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4) It 'on%'ts a S:OT Ana$#sis of its '$iente$e to assess their strengths an%
+ea*nesses) It a$so first n%erstan%s the re9irements of the '$ient, their
*no+$e%ge a"ot the fie$% of a%(ertising, the 'hara'teristi's of the !ro%'ts an%
ser(i'es to "e a%(ertise% "# its '$ient, the t#!e of target mar*et an% the 'ost
'onstraints n%er +hi'h its '$ient is fn'tioning) This o(era$$ st%# a"ot the
'$ient an% its !ro%'ts he$!s Can'o to %e(ise an% %e(e$o! a !ro!er mar*eting an%
a%(ertising !$an for its '$ient +hi'h 'an o!timi-e '$ient.s retrns in the restri'ti(e
en(ironment in +hi'h it fn'tions)
>) As far as offering fa'i$ities to '$ients are 'on'erne%, amongst others, Can'o a$so
!ro(i%es its '$ient the fa'i$it# to ma*e !a#ments of its fees in insta$$ments +hi'h
goes a $ong +a# in he$!ing the '$ient o(er'ome its finan'ia$ hr%$es, if at a$$ !ose%
on him) This is a ma&or "rea*throgh in '$ient ser(i'ing an% %efinite$# is a ma&or
+ea!on in an#one.s han%s to ha(e a sta"$e an% a $o#a$ "ase of '$iente$e)
) The to! $e(e$ of organi-ationa$ str'tre in Can'o 'onsists of !eo!$e +ho are
!rofessiona$s ha(ing the a'a%emi' 9a$ifi'ations +hi'h are mst in this fie$%)
Un%erstan%a"$#, on this a''ont there is "on% to "e !rofessiona$ism in the
a!!roa'h, attit%e an% %e'isions ma%e "# the agen'# for its gro+th an%
%e(e$o!ment)
B) Can'o offers its 'stomers a +i%e se$e'tion amongst the me%ia for 'an(assing
their !ro%'t or ser(i'es) It a%(ertises in ne+s!a!ers, ses e$e'troni' me%ia an%
a$so !ro(i%es the fa'i$it# of on$ine a%(ertising) As the 'hoi'es are more for the
'stomers, %e!en%ing on their re9irements, the 'hara'teristi's of their !ro%'ts
an% their 'ost 'onstraints, it he$!s them in se$e'ting the !ro!er me%im for
a%(ertising their !ro%'t or ser(i'e)
WEAKNESSES
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athorit# "eing gi(en to on$# fe+ 'an !ro(e to "e %isastros for the gro+th of the
organi-ation)
4) It %oes not ha(e a (er# "roa% "ase '$iente$e) The $ist in'$%es &st a fe+ ma&or
names $i*e HDFC) This means that the agen'# %oes not en&o# the !atronage of
man# of the "ig names an% is %e!en%ent on the !atronage of !ri(i$ege% fe+)
>) CANCO has not hire% an# of the eminent 'e$e"rities for en%orsing the !ro%'ts
an% ser(i'es of its '$ients) This is +h# the a!!ea$ 'reate% for the !ro%'ts an%
ser(i'es of its '$ients %oes not rea'h to a $arge gro! of masses)
) In this +or$% of 't/throat 'om!etition +here it is im!ortant for e(er# agen'# to
ha(e some sort of trans!aren'# +hi'h +i$$ ma*e !o!$ar its strategies,
a'hie(ements, '$ient !atronage, %i(ersifi'ation in ser(i'es offere%, CANCO has
not ma%e an# effort to "ring itse$f in the $ime$ight) :ith no UR8 an% no other
se$f/a%(ertisement, it sti$$ $ingers in some %ar* 'orner of iso$ation)
OPPORTUNITIES
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that too "ase% on fe+ "rains, there is "on% to "e $a'* of im!$si(eness,
aggression, time$iness an% %#namism)
>) CANCO is sffering a "ig threat from other agen'ies o!erating in the same set of
en(ironmenta$ 'on%itions +ho are 'onstant$# offering more an% more ser(i'es to
their 'stomers an% %i(ersif#ing themse$(es %a# in, %a# ot)
THE CANVAS ON WHICH CANCO PAINTS THE PRODUCT :
CANCO !ro(i%es its 'stomers +ith a +i%e/range of me%ia to se$e't from (i-), in
fine !rint, or on$ine throgh the me%im of internet, e2terna$ a%(ertising $i*e
hoar%ings, !am!h$ets et')
HOW CAN I KNOW ABOUT CANCO
:e$$, "eing !rofessiona$ an% 'om!etiti(e in a!!roa'h, it is CANCO +ho a!!roa'hes
its !ros!e'ti(e '$ients an% not +ait for the the '$ients to fathom for it) So, the '$ient
%oes not ha(e to rn in sn an% sho+er for fin%ing a !ro!er 'an(as for its !ro%'t)
CANCO !ro(i%es a$$ the fa'i$ities for its '$ient 'o!$e% +ith a (er# 'o/o!erati(e in/
hose, intera'ti(e res!onse an% hos!ita$it#) As far as !a#ment terms is 'on'erne%,
CANCO a$so ta*es 'are of the !o'*et/si-e of its 'stomers) So on one han%, it gi(es
#o the o!tion to !a# the entire fees in $m!sm, on the other han% it a$so e2ten%s
're%it to its 'ontinos an% 're%it+orth# 'stomers)
ORGANISATION STRUCTURE OF CANCO
ORGANISATION STRUCTURE
M(. R5# N(& 8M&,*&, D*(#+'$(9
C(#'*/# D*(#+'$( C$)7(*'#(
819 M(. D&& N##"5
829 M(. A(&
>
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T$'" S'%% S'(#&,' : 24
FACILITIES OFFERED BY CANCO TO ITS CUSTOMERS :
CANCO fi2es the "%get for its '$ient %e!en%ing on the re9irements of the '$ient,the 'hara'teristi's of the !ro%'t to "e a%(ertise%, the target 'stomers, the mar*eting
strateg#, the aggressi(eness or other+ise of the a%(ertising 'am!aign, the t#!e of
'stomers to "e targete%, the 'ost 'onstraints of the en(ironment in +hi'h the '$ient is
fn'tioning et') 1ase% on this st%#, the "%get is gi(en "# the agen'# to its '$ient)
AWARDS WON BY CANCO
a) Gi(en "# A$ert In%ia, Non/Go(ernment Organi-ation NGO +hi'h
'reates a+areness for $e!ros# )
") Gi(en "# A%(ertising C$", 5m"ai
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ADVERTISING AGENCY = 4
M + C A N N - E R I C K S O N
HISTORY
5'Cann/Eri'*son :or$%Gro! +as 'hartere% in
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Eri' Einhorn E=E) VICE 7RESIDENT, CHIEF STRATEGY OFFICER 5CCANN/ERIC?SON :OR8DGROU7
5a2 Gos$ing
7resi%ent, CEORe!resentati(e Dire'tor
5'Cann/Eri'*son Ka!an
7eter Hami$ton
REGIONA8 DIRECTOR5CCANN/ERIC?SON ASIA 7ACIFIC
Ro"in ?entCHAIR5AN AND CEOUNIVERSA8 5CCANN
1i$$ ?o$"
7RESIDENT AND CHIEF O7ERATING OFFICER
5O5ENTU5 :OR8D:IDE
1en 8ang%onREGIONA8 DIRECTOR, 5'CANN/ERIC?SON EURO7E,
5IDD8E EAST 6 AFRICA
7ame$a 5a!his8arri'*
CHIEF E=ECUTIVE OFFICER5R5 7ARTNERS :OR8D:IDE
5ar'io 5)5oreira
VICE CHAIR5AN, CHIEF CREATIVE OFFICER:OR8D:IDE DIRECTOR OF 5U8TINATIONA8 ACCOUNTS
5CCANN/ERIC?SON :OR8DGROU7
Kens O$esenREGIONA8 DIRECTOR 8ATIN A5ERICACARI11EAN
5CCANN/ERIC?SON :OR8D:IDE
Dr) Kose!h7$mmer
E=ECUTIVE VICE 7RESIDENTDIRECTOR OF RESEARCH 6 INSIGHT DEVE8O75ENT
5CCANN/ERIC?SON :OR8DGROU7
Stan Ra!!CHAIR5AN E5ERITUS
5R5 7ARTNERS :OR8D:IDE
Koe Torre CHAIR5AN AND CEOTORRE 8AWUR 5CCANN HEA8THCARE :OR8D:IDE
Chris :ei$ CHAIR5AN AND CHIEF E=ECUTIVE OFFICER 5O5ENTU5 :OR8D:IDE
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MODUS OPERANDI OF M+CANN-ERICKSON
TOOLS
5'Cann/Eri'*son :or$%Gro!Js ni9e an% !ro!rietar# share% too$s he$! nite %ifferent
mar*eting 'ommni'ations %is'i!$ines) The# nite !rofessiona$s in %ifferent offi'es
aron% the +or$%) The# !ro(i%e a 'ommon $angage for %i(erse teams +or*ing
together for 'ommon '$ients)
Or too$s a$so set s a!art) The# are %is'i!$ine% #et f$e2i"$e) The# 'om"ine or "est
!ra'ti'es +ith or 'tting/e%ge thin*ing)
:e ha(e s!e'ia$i-e% too$s in (arios %is'i!$ines, "t the 'enter!ie'e is the ho$isti' 1ran%
O!timi-ation 5a!X) 1i$%ing off of the fon%ation of the Roa% 5a! to Effe'ti(e
Commni'ationsX, The 1ran% O!timi-ation 5a! in'or!orates the thin*ing "ehin% the
"est strateg# an% !$anning !ro'esses of (arios %is'i!$ines into a ni9e, ni(ersa$
strategi' ser(i'e)
1# offering a ho$isti', integrate% a!!roa'h to strateg# %e(e$o!ment, 'reati(e e2e'tion,
an% 'am!aign e(a$ation, the 1ran% O!timi-ation 5a! ser(i'e 'an generate "ran% i%eas
that ha(e the !otentia$ to so$(e '$ientsJ fn%amenta$ "siness !ro"$ems an% !osition their
"ran%s for $ong/term gro+th)
CREATING THE DEMAND-CHAIN1# s#stemi'a$$# $in*ing s!!$# a'ti(ities from sor'ing an% manfa'tring to %istri"tion
an% 'stomer or%ers, 'or!orations ha(e s''essf$$# so$(e% +hat is 'a$$e% the s!!$#
'hain) 1# ena"$ing &st in time %e$i(er# of !ro%'ts or ser(i'es to meet %eman%, this
!ro'ess "enefits mar*eters throgh in'rease% effi'ien'#, !ro%'ti(it# an% $o+er 'osts)
1t in to%a#Js 'om!etiti(e mar*eting '$imate, +ith a rene+e% fo's on "i$%ing 'stomer
an% to!/$ine gro+th, %eman% 'reation is, arga"$#, the ne+ s''ess fa'tor) To meet this
im!ortant "siness nee% among a$$ t#!es of manfa'tring an% ser(i'e 'or!orations,
5'Cann/Eri'*son :or$%Gro! has %e(e$o!e% a ser(i'e that $in*s %eman% 'reation
a'ti(ities to ma*e them more s#nergisti' an% !o+erf$, ths he$!ing 'or!orations to
'reate en%ring mar*et!$a'e gro+th)
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Deman% 'reation in the ne+ mar*eting 'ommni'ations en(ironment has "e'ome
es!e'ia$$# 'ha$$enging) The te'hno$og# re(o$tion has srron%e% 'stomers an%
'onsmers +ith a !$ethora of information an% entertainment o!tions, an%, as a res$t the#
ha(e "e'ome more e$si(e) The 'onsmer is firm$# in 'ontro$) The# e2!e't 'hoi'e,
information, s!ee% of ser(i'e, an% ease of a'9isition) This ne+ m$ti/'hanne$
en(ironment a%%s a +ho$e ne+ %imension to the 'ha$$enge of mar*eting integration) An%
+ith 'riti'a$ mass so har% to a'hie(e, integration has "e'ome the ne+ im!erati(e)
Tra%itiona$$#, the fo's of integration has "een the %e(e$o!ment of a 'ommon "ran%
!$atform or i%ea to nite the mar*eting message a'ross m$ti!$e %is'i!$ines) This
integration of 'ontent is sti$$ a 'ore !riorit#)
1t to%a#, gi(en the 'onfsion of mar*eting 'hanne$s, the in'rease% so!histi'ation an%
s'o!e of a$$ or mar*eting 'ommni'ations %is'i!$ines an% the emergen'e of ne+
internet/"ase% "siness mo%e$s, there is a %eman% for a ne+ *in% of integration / the
integration of resor'es)
The 1ran% O!timi-ation 5a!X is a ni9e ser(i'e that "rings together these t+o
fn%amenta$ nee%s in integration, 'ontent an% resor'es, n%er a nifie% strategi'
frame+or* to o!timi-e the mar*eting 'ommni'ations !$an)
It $e(erages !ro!rietar# strategi' !rin'i!$es, too$s an% soft+are that i%entif# mar*eting
!riorities, o!timi-e "%get a$$o'ation an% $e(erage the f$$ s!e'trm of mar*eting
'ommni'ations %is'i!$ines for +hat the# %o "est, in the right !ro!ortions) The 1ran%
O!timi-ation 5a!X a$so intro%'es a !ro!rietar# metho% of e(a$ating the ROI of the
f$$# integrate% mar*eting !rogram)
From a stan%!oint of the ser, The 1ran% O!timi-ation 5a!X is intiti(e in 'on'e!t,
"t so!histi'ate% in its a"i$it# to em"ra'e the 'om!$e2ities of the ne+ mar*eting
en(ironment) It fa'i$itates 'o$$a"oration, i%ea generation, resor'e a$$o'ation an% 'reati(e
e2e'tion) It is f$e2i"$e in its a"i$it# to "e se% $o'a$$# or regiona$$#, for "ran%s, s"/
"ran%s or mar*eting initiati(es, an% for an# s!e'ifie% mar*eting !erio%)
5'Cann/Eri'*son :or$% Gro! ses The 1ran% O!timi-ation 5a!X ser(i'e to $e(erage
the s!e'ia$i-e% ta$ent an% 'reati(e energies of a$$ or mar*eting 'ommni'ations
'orri%or 'enters of e2!ertise +hi$e +or*ing 'o$$a"orati(e$# +ith or '$ients to 'reate
!o+erf$ "ran% 'ommni'ations strategies)
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The fo$$o+ing are the *e# ste!s of The 1ran% O!timi-ation 5a!X ser(i'e;
BRAND OPPORTUNITY
B(&0 H#"' C#+ In or%er to 'reate "ig i%eas, +e mst ste! "a'* an% $oo* at the "ig !i'tre) To this en%,
1O5Js 1ran% Hea$th Che'*X ser(i'e offers a %e/%i$igen'e !ro'ess for assessing the
o(era$$ hea$th of a "ran%)
The 1ran% Hea$th Che'*X ser(i'e fa'tors in e(o$(ing 'onsmer !er'e!tions, in%str#
tren%s an% 'om!etiti(e !ressres) 1# for'ing ans+ers to 'riti'a$ 9estions, it !ro(i%es the
'$arit# to re'ogni-e ma&or "ran% o!!ortnities an% so$(e "ran% !ro"$ems)
Using the frame+or* of 5'CannJs Uni(ersa$ 5ar*eting Dri(ers / a set of mar*eting
o"&e'ti(es that are 'ommon to a$$ mar*eting 'ommni'ations %is'i!$ines regar%$ess of
me%ia an% message s!e'ifi's / the ser(i'e 'a!tres the essen'e of the 'om!etiti(e
mar*eting sitation an% %iagnoses !riorities for "oth 'ontent an% resor'e integration)
M+C&& P"#5'Cann 7$seX ser(es as a $ea%ing/e%ge metho% of generating 'onsmer insight that
informs mar*eting inno(ation an% e2e'tion) 5'Cann 7$seX insights fee% the
%e(e$o!ment of "ran% imager#, ne+ !ro%'ts an% ser(i'es an% 'hanne$ strateg#)
The 5'Cann 7$seX ser(i'e ot!t is "ase% on 'onsmer %ia$oge he$% at 5'Cann/
Eri'*son offi'es aron% the +or$% an% is re!orte% on the 'om!an# intranet) Regiona$
%e'isions 'an "e ma%e throgh the 'o$$e'tion of *e# mar*et %ata, an% the# in trn are
se% to 'reate a 'om!rehensi(e g$o"a$ !i'tre of e(o$(ing tren%s)
The fo's of 5'Cann 7$seX is as m'h on the here an% no+, as +here things are
hea%ing) Throgh !ro!rietar# !ro"es, it n'o(ers +hat is im!ortant in the $i(es of
'onsmers, ho+ the# (ie+ the +or$% 'hanging an% +hat their e(o$(ing goa$s are) These
isses %ire't s to ne+ !ro%'t, ser(i'e, an% 'ommni'ations i%eas)This 5'Cann 7$seX ser(i'e !ro(i%es the 'onsmer "a'*%ro! for the e(a$ation of the
1ran% O!!ortnit# as +e$$ as %e(e$o!ment of the 5'Cann 1ran% I%eaX, (ia the 1ran%
Foot!rintX an% 5'Cann Se$$ing Strateg#X ser(i'e 'om!onents)
M+CANN BRAND IDEA
B
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The 1ran% O!timi-ation 5a!X !$atform for 'ontent in mar*eting 'ommni'ations is
%etermine% "# the 1ran% Foot!rintX / a statement of the %esire% meanings, (a$es an%
!ersona$it# of the "ran% / an% the 5'Cann Se$$ing Strateg#X +hi'h %etermines a
!o+erf$ strategi' i%ea for 'reati(e e2e'tion a'ross a$$ mar*eting 'ommni'ations
%is'i!$ines)
The 1ran% Foot!rintX ses 5'CannJs 1ran% Ar'heo$og# te'hni9es to n'o(er the f$$
%e!th of meanings an% (a$es asso'iate% +ith the "ran% throgh the e#es of its 'stomers
an% 'onsmers) The 5'Cann Se$$ing Strateg#X %ra+s on this "ran% insight to
%etermine +here the "ran% nee%s to "e in the ftre, ths 'reating a re$e(ant an% 're%i"$e
strategi' !$atform to !ro!e$ the "ran% to+ar%s its %estination)
MARKETING MIX5'Cann FsionX 4) is a !ro!rietar# mar*eting mi2 soft+are mo%e$ that !ro(i%es the
o!tima$ a$$o'ation for ea'h mar*eting %is'i!$ine to atta'* the state% mar*eting 'ha$$enge)
It $oo*s at the mar*eting !i'tre to! %o+n, throgh soft+are that 'a!tres re$ationshi!s
"et+een or mar*eting 'ommni'ations %is'i!$ines an% the Uni(ersa$ 5ar*eting Dri(ers
in the 'onte2t of ea'h 'ategor# an% 'ontr#) The in!t to 5'Cann FsionX 4) is the
1ran% Hea$th Che'*) The ot!t is a "en'hmar* "%get a$$o'ation a'ross mar*eting
%is'i!$ines for 1ran% O!timi-ation)
As a 'om!$ement to this to! %o+n e(a$ation, 5'CannJs 5ar*eting Tas* C#'$e +or*s
"ottom ! to %etermine the i%ea$ ro$e for ea'h mar*eting 'ommni'ations %is'i!$ine)
The 5ar*eting Tas* C#'$e i%entifies the "arriers that nee% to "e o(er'ome, an% assigns
the mar*eting that 'an "est o(er'ome them) This ensres +e a%%ress 'riti'a$ "ran% nee%s
an% $e(erage or mar*eting 'ommni'ations %is'i!$ines for +hat the# %o "est, an% to the
e2tent that the# 'an ma*e a %ifferen'e)
BRAND PERFORMANCE:T# M+C&& B(&0 C"$' I&0#;The 1ran% C$ot In%e2X measres a "ran%Js 'om!etiti(e a"i$it# to attra't an% retain
'stomers in the mar*et!$a'e / "oth 'rrent$# an% in the ftre) It 'an "e se% to he$!
9antif# the 1ran% Hea$th Che'* an% to tra'* the !erforman'e of an integrate% !rogram)
Ths it ser(es as the !erforman'e "en'hmar* of The 1ran% O!timi-ation 5a!X)
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The 5'Cann 1ran% C$ot In%e2X, manage% "# NFO :or$%Gro! resear'h, is 'rrent$#
"eing ro$$e% ot of test mar*et)
R$0 M) '$ E%%#+'*/# :
T# R$0 M) '$ E%%#+'*/# A0/#('**&,
T# R$0 M) '$ E%%#+'*/# C$55&*+'*$&
W '# M+C&& R$0 M) S#(/*+# 7 C(#'#0:
Consmer "eha(ior is har%er to n%erstan% an% !re%i't) 5e%ia is !ro$iferating)
Distri"tion 'hanne$s are 'hanging) An% 'om!etition is in'reasing$# fier'e) In this fast/
mo(ing en(ironment, it is no +on%er man# esta"$ishe% "ran%s $a'* a !o+erf$ strateg#,
often $ose %ire'tion an% man# ne+ !ro%'ts fai$ to 'onne't +ith 'stomers)
To na(igate the e(er/'hanging $an%s'a!e, 5'Cann/Eri'*son :or$%Gro! has %e(e$o!e%
The Roa% 5a! to Effe'ti(e A%(ertisingX an%, for tota$ mar*eting 'ommni'ations
!rograms, the Roa% 5a! to Effe'ti(e Commni'ationsX) This 'om!rehensi(e ser(i'e of
!ro!rietar# too$s is %esigne% to 'reate effe'ti(e a%(ertising an% 'ommni'ations
strategies that ma*e an im!a't in to%a#Js '$ttere% mar*et!$a'e) The 5'Cann Roa% 5a!
ser(i'e res$ts in 'ommni'ations strategies that 'reate $o#a$ 'stomers +hen a%ien'es
are mo(ing targets an% strengthen 'ore "ran% (a$es)
5'Cann Eri'*son :or$%Gro! re'ogni-es the nee% for 'onsistent, teste% metho%s an%too$s for 'reating 'ommni'ations that "i$% "ran% (a$e aron% the +or$% an% a'ross
mar*eting 'ommni'ations %is'i!$ines) The 5'Cann Roa% 5a! ser(i'e is se% g$o"a$$#
to ensre the 'onsisten'# an% high 9a$it# of 'ommni'ations !rograms aron% the
+or$%) It is a$so se% throghot the :or$%Gro!Js range of mar*eting 'ommni'ations
'om!anies to ma*e 'ertain that integrate% mar*eting 'am!aigns +or* in s#nerg#)
T# M+C&& R$0 M) K# C$5)$&':
The Roa% 5a! to Effe'ti(e A%(ertisingX, the !rotot#!e s#stem on +hi'h The Roa% 5a!
to Effe'ti(e Commni'ationsX is "ase%, is a f$$ arsena$ of ser(i'es to gi%e the 'reation
of effe'ti(e 'ommni'ations) It "egins +ith the %e(e$o!ment of 'onsmer an% "ran%
insights an% en%s +ith the e(a$ation of the i%eas that are se% to 'reate 'stomers an%
"i$% "ran% (a$es)
C$5)$&' $% T# R$0 M) '$ E%%#+'*/# A0/#('**&, *&+"0#:
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B(&0 F$$')(*&'
The 1ran% Foot!rintX ser(i'e ses a too$ that %efines a "ran%Js essen'e, so that
mar*eters 'an manage an% "i$% their "ran%s most effe'ti(e$#) It !ro(i%es a '$ear
n%erstan%ing of +hi'h (a$es nee% to "e !rote'te% an% $e(erage% in "ran%
'ommni'ations) An% it he$!s 'harter a "ran%Js gro+th into ne+ territories, from
e2!an%ing a "ran% in ne+ geogra!hi' regions, to esta"$ishing it a'ross m$ti!$e !ro%'t
or ser(i'e 'ategories, to e2ten%ing it to an e$e'troni' mar*ets!a'e)
As "ran%s e2!an%, their (a$e an% meaning are often !t at ris*) These ris*s stem from
the nee% to re'on'i$e a "ran%Js heritage +ith !ro%'t inno(ation, an% from the nee% to re/
e2!ress the "ran% in the 'onte2t of ne+ 'om!etiti(e sets, ne+ '$tres, an% ne+ me%ia)
The 1ran% Foot!rintX ser(i'e is %esigne% to !rote't the e9it# of the "ran% "#
'on(e#ing the "ran% essen'e '$ear$# an% s''in't$#, "t +ith enogh te2tre to ins!ire a
range of mar*eting a'ti(ities, from !ro%'t %e(e$o!ment to integrate% 'ommni'ations)
The 1ran% Foot!rintX arti'$ates the three most 'entra$ "ran% meanings an% its three
most !rominent !ersona$it# 'hara'teristi's)
M+C&& S#""*&, S'('#,
The 5'Cann Se$$ing Strateg#X is a ser(i'e that is sing$e/min%e%$# fo'se% on
generating "ran%/"i$%ing i%eas) I%eas that attra't 'stomers) I%eas that "i$% 'or!orate
an% "ran% fran'hises) An% i%eas that 'reate mar*et!$a'e %ominan'e for '$ients)
:hi$e tra%itiona$ strateg# has often "een high$# ana$#ti', the 5'Cann Se$$ing Strateg#X
offers imaginati(e 'on'e!ta$i-ation) It is gi%e% "# the 5'Cann Se$$ing Strateg#X
!$atform, a !ro'ess of ana$#sis an% i%ea generation that he$!s mo(e a "ran% from its
'rrent !osition in 'onsmersJ min%s to a %esire% !er'e!ta$ s!a'e)
The 5'Cann Se$$ing Strateg#X n'o(ers the moti(ations of 'on'e!ta$ target a%ien'es
an% res$ts in a strategi' 'on'e!t that !in!oints a Se$$ing I%ea)
Un$i*e man# tra%itiona$ strateg# "riefs that are form$ai', the 5'Cann Se$$ing Strateg#X
is a %#nami' an% $i(ing !ro'ess) ItJs a +a# of thin*ing, +or*ing an% 'reating as a team) It
is a %is'i!$ine !rse% +ith !assion / / that ensres that +e sta# tre to or ro$e of
'reating i%eas that a%% !er'e!ta$ (a$e to '$ientsJ "ran%s)
M+C&& A0W$(
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As the $ast stage of the Roa% 5a! to Effe'ti(e A%(ertisingX ser(i'e, 5'Cann
A%:or*sX too$ ensres more effe'ti(e mar*eting 'ommni'ations "# !ro(i%ing
fee%"a'* from 'onsmers to a !ro!ose% 'am!aign e2!ression of the Se$$ing I%ea)
5'Cann A%:or*sX ser(i'e is tai$ore% to a s!e'ifi' !ro%'t, a mar*et sitation, a
'$tra$ en(ironment) Un$i*e most $ea%ing a% testing firms that offer a sim!$e gono/go
%e'ision on 'reati(e +or*, 5'Cann A%:or*sX is %esigne% to he$! s n%erstan%
+hether +e ha(e 'ommni'ate% the Se$$ing I%ea +e set ot to 'ommni'ate, +hether the
1ran% Foot!rintX is n%erstoo% an% if the 'am!aign is entertaining)
:ith 5'Cann A%:or*sX, +e 'an ta*e the $ea% in fa'i$itating a rea$/time %is'ssion
a"ot a%(ertising effe'ti(eness an% he$! '$ients ma*e the right %e'isions that $ea% to
a%(ertising, %ire't mar*eting or other mar*eting 'ommni'ation +or* that !ro%'es great
mar*et!$a'e res$ts at the ear$iest stages of 'reati(e %e(e$o!ment)
The 5'Cann Roa% 5a! ser(i'e of !ro!rietar# too$s has !ro(en (a$a"$e to a range of
5'Cann/Eri'*son :or$%Gro! '$ients aron% the +or$%) :e "e$ie(e that, as 'om!etition
es'a$ates on a g$o"a$ s'a$e, or Roa% 5a! ser(i'e +i$$ "e'ome e(en more (a$a"$e in the
ftre)
MOMENTUM EXPERIENTIAL MARKETING PLATFORMTo%a#, 'onsmers ta*e fn'tiona$ featres, "enefits, 9a$it#, an% a !ositi(e "ran% image
as a gi(en) :hat the# +ant are "rea*throgh ser(i'e offerings, 'tting/e%ge !ro%'ts, an%
"ran%s that the# 'an re$ate to, 'onne't +ith an% in'or!orate into their $ifest#$es)
In'reasing$#, mar*eters n%erstan% that 'onsmers are $i(ing hman "eings +ith
e2!erientia$ nee%s; 'onsmers +ant to "e stim$ate%, entertaine%, e%'ate% an%
'ha$$enge%) The# are $oo*ing for "ran%s that !ro(i%e meaningf$ e2!erien'es an% ths
"e'ome !art of their $i(es)
The %egree to +hi'h a 'om!an# is a"$e to %e$i(er a %esira"$e 'onsmer e2!erien'e / an%
se "ran%s to %o so / +i$$ $arge$# %etermine its s''ess in the g$o"a$ mar*et!$a'e in theftre)
Traine% to thin* of mar*eting an% "ran%ing in terms of e2!erien'es, 5omentm
E2!erientia$ 5ar*etingX Ser(i'es 'reate ni9e, near$# im!enetra"$e emotiona$ "on%s
+ith 'onsmers) These "on%s are "ase% on 'onsmersJ rea$ e2!erien'es +ith the "ran% on
e(er# intera'ti(e $e(e$) 5omentm E2!erientia$ 5ar*etingX Ser(i'es are %esigne% to
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%e$i(er the "ran% e2!erien'e %ring "oth the !re/!r'hase !erio% "ran% in min% an% the
!ost/!r'hase !erio% or 'onsm!tion !erio% "ran% in han%) At 5omentm, +e *no+
that 'om!anies that s!en% mone# on a'9iring 'stomers "ran% in min% "t fai$ to
%e$i(er on the "ran% !romise "ran% in han% +i$$ $timate$# fai$, 'asing high
%issatisfa'tion an% high "ran% s+it'hing)
STRATEGIC APPROACH TO DEVELOPING THE BRAND EXPERIENCE
Or goa$ is to ha(e the "ran% em"o%# an e2!erien'e that is (a$a"$e, o!tima$, an% 'annot
"e %!$i'ate% "# 'om!etitors)
MOMENTUM EXPERIENTIAL MARKETING SERVICES
The $timate goa$ of 5omentm E2!erientia$ 5ar*etingX is to 'reate ho$isti' "ran%
e2!erien'es for 'stomers) Or strategi' a!!roa'h is gi%e% "# a sim!$e form$a;
1ran% Z Re!tation in the mar*et!$a'e [ 7romise to the mar*et!$a'e [ E2!erien'e of
'stomers
BRAND REPUTATION 8*& '# 5(#')"+#9
The first ste! is to %e(e$o! a 1ran% Foot!rintX) The 1ran% Foot!rintX is 5omentmJs
ni9e too$ for %efining a "ran%Js essen'e) The 1ran% Foot!rintX is a 'oherent statement
of a "ran%Js meaning an% !ersona$it#)
S!e'ifi'a$$# it em"o%ies;
:hat the "ran% means) :hat the "ran% means is +hat a "ran% gets 're%it for
in the e#es of 'onsmers / its re!tation a'ross a nm"er of *e# %imensions) For
e2am!$e, 1a#er means as!irin, %o'tor re'ommen%e%, an% !re(ention against heart
atta'*s)
:hat the "ran% is) :hat the "ran% is is ho+ +e +o$% %es'ri"e the "ran%Js
%ominant !ersona$it# traits / genera$$# those that 'orres!on% to its !rin'i!a$ meanings)
For e2am!$e, 1a#er is e2!erien'e%, safe, an% (ersati$e)
BRAND PROMISE 8'$ '# 5(#')"+#9
The 1ran% Foot!rintX !ro(i%es 'riti'a$ insight into ho+ the "ran% is !er'ei(e% in the
mar*et!$a'e@ this n%erstan%ing a$$o+s s to "i$% meaningf$ re$ationshi!s +ith
'onsmers) The re$ationshi! is a !romise that their e2!erien'e +ith the "ran% +i$$ "e
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!ersona$$# re$e(ant, 'onsistent, meaningf$ an% memora"$e / an e2!erien'e that +i$$ "e
soght after time an% time again)
A 1ran% 7romise is essentia$$# a reason for "eing, a 'om!an#Js $ong/term am"ition for
their "ran%) It en'om!asses ho+ the 'om!an# (ie+s its in%str# to%a# an% tomorro+ an%
the ro$e the# +ant their "ran% to !$a# in it) It see*s to 'ar(e ot a !remim, non/
%!$i'a"$e !oint of %ifferentiation in the mar*et!$a'e)
A 1ran% 7romise sets forth the fon%ation nee%e% for organi-ations to fo's in on ho+
the# +ant the e2terna$ +or$% to (ie+ the "ran%, re%esign o!erations an% strategies in
or%er to %e$i(er on the !romise, an% then %e(e$o! mar*eting 'ommni'ations to fit +ith
the image the# are tr#ing to !ortra#)
A 1ran% 7romise in'or!orates e(er# as!e't of a "ran%Js "siness mo%e$ in or%er to 'reate
a ho$isti' "ran% e2!erien'e for the 'onsmer) At 5omentm, +e *no+ that !"$i'
im!ressions of "ran%s are "ase% on$# in !art on 'ommni'ation an% !"$i' images) 5ore
than an#thing, the# are "ase% !on the %ai$# e2!$i'it an% im!$i'it intera'tions that !eo!$e
ha(e +ith a "ran%) In other +or%s, the E2!erien'e)
BRAND EXPERIENCE 8$% +'$5#(9
E2!erien'es are !ersona$ e(ents that o''r in res!onse to some stim$ation e)g) as
!ro(i%e% "# mar*eting efforts "efore an% after !r'hase) An e2!erien'e in(o$(es the
entire $i(ing "eing an% 'an "e infse% into a !ro%'t, se% to enhan'e a ser(i'e, or 'reate%
as an entit# into itse$f) E2!erien'es !ro(i%e 'onsmers a +a# to engage !h#si'a$$#,
menta$$#, emotiona$$#, so'ia$$# or s!irita$$# in the 'onsm!tion of the !ro%'t or ser(i'e
ma*ing the intera'tion meaningf$ an% rea$)
A 'om!rehensi(e set of 5omentm E2!erientia$ 5ar*etingX Ser(i'e Dri(ers 'reates the
o!tima$ 'onsmer "ran% e2!erien'e for #or !ro%'t or 'om!an#)
5omentm E2!erientia$ 5ar*etingX Ser(i'e Dri(ers ,
Commni'ations
A%(ertising
7romotions
Co/1ran%ing
E(ents
S!onsorshi!s
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7ro%'t 7$a'ement
Visa$Ver"a$ I%entit#
Name
8ogos an% Signage
7ro%'t 7resen'e
7ro%'t Design
7a'*aging
1ran% I'ons
:e" Sites an% E$e'troni' 5e%ia
Site D#nami's
In smmar#, to effe'ti(e$# %e(e$o! a "ran% e2!erien'e that is meaningf$ an% 'ontina$$#
soght after, +e mst;
F$$# n%erstan% the meaning of the "ran%, its !ersona$it# an% +hat 'onsmers
are +i$$ing to gi(e the "ran% 're%it for in the mar*et!$a'e / 1ran% Foot!rint)
Re$ate the "ran% to the 'onsmer in ni9e, 'onsistent, re$e(ant an% meaningf$
+a#s, 'reating a non/%!$i'a"$e !oint of %ifferentiation / 1ran% 7romise)
Rea$i-e the !romise in e(er# intera'tion the 'onsmer has +ith the "ran% / The
E2!erien'e)
De(e$o!ing a son% strateg# +i$$ a$$o+ s to %etermine the "est +a# to a'ta$i-e the
!romise as !art of a f$$/s'a$e 'onsmer e2!erien'e !$atform) 5omentm E2!erientia$
5ar*etingX Ser(i'es ena"$e s to "ring the e2!erien'e !$atform to $ife)
B(&0 C*'*#&*)
W '# B(&0 C*'*#&*) S#(/*+# 7 +(#'#0:
De to the re(o$tion in g$o"a$ 'ommni'ations an% 'ommer'e, 5'Cann/Eri'*son
:or$%Gro! re'ogni-e that there has "een a sea 'hange in the !er'e!tion of "ran%s)
1ran%s, these g$o"a$ i'ons, ha(e "e'ome the ne+ s#m"o$s, the ne+ 'oats of arms that
re!resent (ast g$o"a$ 'onstitents) The# 'ross "or%ers an% nationa$ '$tre at +i$$) The#
are neither !ro%'ts nor 'om!anies@ the# are +or$%+i%e 'onstiten'ies of mi$$ions aron%
the g$o"e "on% "# 'ommon "e$iefs, (a$es an% !oint of (ie+ that trans'en% a$$
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tra%itiona$ "on%aries) The# ha(e "e'ome re!ositories an% s#m"o$s of a g$o"a$
'ommnit# of in%i(i%a$s +ho share 'ore (a$es, $ifest#$es an% "e$iefs)
1ran% Citi-enshi!X is a ser(i'e that fa'i$itates the %e(e$o!ment of mar*eting an%
'ommni'ations strategies in this e(er more g$o"a$ 'onstiten'# $e% mar*et en(ironment)
It "egins +ith the %e(e$o!ment of ne+ min%set too$s, an% !ra'ti'es "efore mo(ing on to
ho+ "ran%s an% 'or!orations sho$% o!erate in a +or$% +here "ran%s "egin to s!er'e%e
states an% other organi-ations)
1ran% Citi-enshi!X ti$i-es the (er# $atest thin*ing in 'onsi%ering the "ran% in its ne+
en(ironment) The ro$e of the "ran% ste+ar% in +or$%+i%e 'onstiten'# management is
e2amine%; in !arti'$ar ho+ he i%entifies his 'iti-enshi!, an% the means an% metho%s to
enter a %ia$oge +ith the 'iti-en) Ana$ogies are %ra+n from the !ast in or%er to gain fresh
insight on the ro$e an% the res!onsi"i$ities of the "ran% ste+ar% / someone +e 'ome to
'onsi%er more a*in to a $ea%er of a nation rather than a manager of a !ro%'t) Attention is
a$so gi(en to the ro$e of the em!$o#ee +ho !$a#s a (ita$ !art in 1ran% Citi-enshi!X "#
'reating an% !er!etating the "ran%)
The 1ran% Citi-enshi!X Ser(i'e in'or!orates the se of other 5'Cann/Eri'*son
!ro!rietar# too$s s'h as The 1ran% Foot!rintX an% The Se$$ing Strateg#X as %etai$e%
in The Roa%ma! to Effe'ti(e Commni'ationsX in the !ro'ess of managing g$o"a$
1ran% Citi-enshi!s) This !ro'ess is "ro*en %o+n into three *e# areas / 'iti-enshi!
%efinition too$s, 'ommni'ations 'orri%ors an% a !er(asi(e +or$%+i%e s#stem)
The 1ran% Citi-enshi!X Ser(i'e has !ro(en (a$a"$e to a range of 5'Cann/Eri'*son
:or$%Gro! '$ients aron% the +or$%) :e "e$ie(e that in the in'reasing$# 'om!etiti(e
g$o"a$ (i$$age in +hi'h +e o!erate, or 1ran% Citi-enshi!X Ser(i'e +i$$ "e'ome e(en
more (a$a"$e in the ftre)
SWOT ANALYSIS:-
STRENGTHS:-
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> On the 'reati(e a"i$it# front, 5' Cann Eri'*son "ags thir% !osition in the $ist of
to! ten a%(ertising agen'ies)
5' Cann Eri'*son is a +or$%+i%e organi-ation +ith its roots firm$# !enetrate%
into the soi$s of a%(ertising an% mar*eting +ith man# s"si%iaries an% gro!
'on'erns , 5' Cann Eri'*son has aggressi(e$# ta!!e% the +or$% mar*et an%
'onso$i%ate% its gron% in a$$ s!heres)
B 5' Cann Eri'*son is a high$# !rofessiona$$# manage% organi-ation) Its e2e'ti(es
are its ma&or assets as is '$ear from their 'ontri"tions to 5' Cann an% their
!ortfo$ios)
0 In In%ia, an o(era$$ "asis i)e) on the gron%s of 9a$it# of '$ient ser(i'ing, o(era$$
'reati(e 9a$it#, a''ont !$anning, o(era$$ !artnershi!, me%ia, mar*et re'ognition,
o(era$$ organi-ation!eo!$e, "i$$ing !ro'e%res, management of finan'ia$ %ea$ings
+ith '$ients 6$ogisti's, 5' Cann stan%s th in the $ist of To! 4 agen'ies)
5' Cann Eri'*son.s "iggest strength is the 9a$it# of hman resor'es it
!ossesses) :ith !eo!$e $i*e Sora" 5istr# +ho is the CEO Soth/Asia 5' Cann/
Eri'*son , Santosh Doshi, 7rasoon Koshi an% Chintamani Rao, 5' Cann not on$#
ra'es ahea% of agen'ies $i*e Contra't , 5%ra an% 8eo 1rnett "t a$so has a hge
!otentia$ for the ftre) 7rasoon Koshi, ear$ier 'reati(e %ire'tor of O65.s 5m"ai
Offi'e, no+ a nationa$ 'reati(e %ire'tor of 5' Cann Eri'*son is the se'on%
amongst In%ia.s hottest 'reati(e %ire'tors) In a short !erio% of time, he has
manage% to !stage a nm"er of hea(#+eights to sit !rett# at nm"er t+o on the
$ist of most a%mire% 'reati(e %ire'tors)
WEAKNESSES:-
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> As far as me%ia !$anning is 'on'erne%, ni(ersa$ 5'Cann is not (er# strong) It.s
on the th !osition an% &st fo$$o+e% "# R ? S+am# )In terms of mar*et
re'ognition a$so, 5' Cann is not (er# 'omman%ing) 5'Cann Eri'*son hasn.t
"agge% too man# a+ar%s an% it.s a$so not (er# strong at managing its 7)R
Uni(ersa$ 5'Cann a$so $ags "ehin% most of its 'om!etitors in me%ia "#ing an%
!$anning) That is to sa#, it %oes not in'r m'h of an e2!en%itre on a%(ertising
i)e) "#ing me%ia, resear'h an% %e(e$o!ment)
OPPORTUNITIES :-
19 5'Cann Eri'*son is a +or$%+i%e organi-ation @ ha(ing its "ran'hes in man# !arts
of the +or$%) :ith internationa$ tie/!s an% s"si%iaries in e(er# noo* an% 'orner
of the +or$%, 5'Cann is in a (er# strong !osition to fritf$$# ta! the resor'es
ni9e to e(er# 'ontr# an% a$so ma*e an o!timm e2!$oitation of the 'on%itions
an% the en(ironment !re(ai$ing in ea'h of these nations)
29 5'Cann is em!o+ere% +ith !rofessiona$s ha(ing %i(ersifie% e2!erien'e an% s*i$$s
in the fie$% of a%(ertising an% mar*eting) This 'an "e ti$i-e% "# the organi-ation
in o(er'oming its a"o(e/mentione% +ea*nesses to a greater e2tent)
39 Em!o+ere% +ith a +or$%+i%e re!tation, 5'Cann is a$so 'a!a"$e of %i(ersif#ing
into other se'tors of a%(ertising an% mar*eting an% a$so other forms of me%ia)
1esi%es, "eing an organi-ation of internationa$ re!te, it is a$so 'a!a"$e of
re'riting some of the "est !eo!$e in the in%str# on +hose in%i(i%a$ strengths it
'an 'ontine to remain a +or$%/$ea%er an% a trai$/"$a-er in this fie$%)
THREATS :-
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Ch$ormint, the other a% 'am!aigns of 5'Cann ha(e $a'*e% 'reati(it#) So in or%er
to remain in the to! frame, 5'Cann has to 'on'entrate on its 'reati(it#)
> 8a'* of !ro!er me%ia !$anning is a$so a ma&or threat for 5'Cann) It has to
im!ro(e a $ot on this as!e't to sr(i(e the 'om!etition)
ADVERTISING AGENCY =
M U D R A
HISTORY
It +as a rather hm"$e "eginning @No thn%er, no $ightning, no gar%ian ange$s
sho+ering of "$essings
In #ears hen'e, 5%ra ha(e
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“The#.re 'om!$ete$# in(o$(e% in the "ran%) The# ta*e an a'ti(e ro$e an% see them as a
!artner)”
/Amit Katia, 5D
5'Dona$%.s Har%'ast$e Restarants)
S)*(*'
E(er# "ran% has a %es'ri!tor) E(er# "ran% has a "ase$ine) An% "eing in the "siness of
'reating them ma*es 5%ra e$igi"$e for for
5a%e in In%ia
5%ra +as 'reate% "# a gro! of in%i(i%a$s +hose on$# 're%entia$s +ere "eing In%ian
an% *no+ing In%ia Together the# too* In%ia to the In%ian an% +ent on to "e'ome the
$argest In%ian a%(ertising
agen'# 5%ra starting +ith the name is ma%e in In%ia, for In%ia, "# In%ians
S''ess is 5%ra.s O2#gen It is 'onstant %is'ontent an% 'ra(ing that has ta*en 5%ra
+here the# are It has for'e% them to 'ontina$$# raise their o+n "en'hmar*s there"#
he$!ing them sta# ahea% of the 'om!etition) “S''ess is +hat *ee!s them going, s''ess
is +hat the# *ee! going for”
PIONEERS IN ADVERTISING INDUSTRY
In an in%str# that sets tren%s, to "e a tren%setter is no mean a'hie(ement) Yet, in the 4>
#ears of its e2isten'e, 5%ra has set tren% after tren%) To the e2tent that if it is something
ne+, 5%ra is some+here in the !i'tre) Here are some of the e2am!$es ;
It +as 5%ra that first ga(e In%ia %o"$e s!rea% 'o$or a%s
It +as 5%ra that first s!onsore% 'ommer'ia$ te$e'ast of a ma&or s!orting e(ent
+ith the In%ia/:est In%ies series of
It +as 5%ra that first "ran%e% a !"$i' isse, \Re$ian'e ?ha-anaJ
It +as 5%ra that ma%e In%iaJs first te$efi$m, \KanamJ
It +as 5%ra that ga(e Door%arshan \Ra&ani, the seria$ that hera$%e% a ne+
'onsmer a+areness in In%ia
It +as 5%ra that ga(e In%ia its first a'a%em# for a%(ertising The 5%ra
Institte of Commni'ations, 5ICA
B
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It +as 5%ra that ga(e In%ia its first transnationa$ agen'#, 5%ra Internationa$
It is 5%ra that ga(e In%ia her first a%(ertising ar'hi(es, the 5AGIn%ia
DIVISIONS OF MUDRA
DIVISION PROFILE
P!"*+ R#"'*$&:
H$(*$&
Hori-ons is 5%ra.s 7R %i(ision) Crrent$#, it has three f$$ ser(i'e offi'es in De$hi,
5m"ai an% 1anga$ore +ith a''ess to hman resor'es an% infrastr'tre in Ahme%a"a%,
Ca$'tta, Chennai, Chan%igarh, H#%era"a%, In%ore, Kai!r an% 7ne
Hori-ons is an affi$iate of 7orter No(e$$i Internationa$ the +or$%Js thir% $argest 7R
net+or* s!rea% a'ross 'ontries +or$%+i%e)
O(er the !ast ten #ears, Hori-ons has "een instrmenta$ in he$!ing '$ients from (arios
in%stries enter the In%ian mar*et) An% ha(ing +or*e% +ith a range of '$ients gi(es
Hori-ons the e2!erien'e to han%$e !ro&e'ts of an# *in% an% magnit%e)
Hori-ons han%$e the 7"$i' Re$ations a'ti(it# not on$# for some of 5%raJs '$ients "t for
a $arge nm"er of other 'or!orates as +e$$)
A'ti(ities in'$%e
'ommni'ations strateg#,
5e%ia re$ations, 'or!orate 'ommni'ations, "ran% 'ommni'ations, e(ent management,s!onsorshi!s,
Em!$o#ee 'ommni'ation an%
Crisis management)
F$&0#(
A.G. K(*&5(' :-
:e are not rea$$# sre +hether the $o'a$ astro$oger sa+ +hat the "o# "orn on the 4th of A!ri$,
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In Q0, he &oine% Ca$i'o 5i$$s in Ahme%a"a% an% in Q4, mo(e% to their a%(ertising
agen'#, Shi$!i A%(ertising In Q0 he mo(e% to Re$ian'e In%stries as their a%(ertising
manager For #ears $ater, on 4Bth 5ar'h,
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0 A+ar%s of 5AG
4< ] Tota$ a+ar%s B
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In
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SWOT ANALYSIS OF ADVERTISING AGENCIES - A COMPARATIVE
M&,*&, D*(#+'$( < C*#% E;#+'*/# O%%*+#(
M(. M0( K5'
E;#+'*/# D*(#+'$( < C*#% C(#'*/# O%%*+#(
M(. A"& DS$
N#7 I&*'*'*/#
M(. R. L5*&(&&
L#0#(*) L#(&*&, <
C&,#
M(. P(!*( P('
T$'" B(&0*&, 8S$'9
M(. D*"*) U)0
E;#+'*/# D*(#+'$( < H#0
B(&+#
K$"'
CFO H#5&'
M*(
D*(#+'$( A5(*'#&0 R$
M5!*
P(#*0#&'
J0#
F#(&&0#
B&,"$(# <
C#&&*
V*+# P(#*0#&'
S.
R0(*&&
B(&+ D*(#+'$(
A$
V*0,(
H0#(!0
K$+*
V*+#
P(#*0#&'
M(. B"
D#)&0#
M&,#(
M(. G.
S#(#&*'
A5#
B0
E;#. V
P(#*0
M(
C&0N'
0>
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STUDY
S$No$
a%i%Na"e o& t'e age!cy
Natio!a# Age!cie% I!ter!atio!a# Age!cie%
(e)ec Mudra Ca!co Carat McCa!!Erci*%o!
* %oes the agencyconduct a S+O,
Analysis of itsclients i.e. hether it assesses thestrengthsea"nesses of itsclients and hether it ma"es anassessment of thelevel of "noledgepossessed by itsclient pertaining to
the field of advertising
/es /es /es /es /es
0 %oes the agencyhave anyinternational tie-ups
1o 1o 1o
,his is aninternationalagency ithsubsidiariesall over the
orld
,his is aninternationalagency ith
subsidiaries alover the orld
2 %oes the agencyen3oy patronagefrom anymultinational clients4
/es /es 1o5ostly theclients are
multinational
5ostly theclients are
multinational
6 Scope of operations
5edium Large 5edium Large Large
7 %oes the agencyspecialise in anyone type of media 4
/es /es 1o /es 1o
8 5edia in hich theagencies specialise
!rint !rint ,here is nosuch onemedia in hichthis agencyspecialises
9lectronic ,here is no sucone media ihich thagencyspecialises
: ;uality of humanresource
,he top levelof management
does notcomprise of people hoare from thefield of adveritisingor ho arehaving somesort of ane
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,hough theymay be ell-groomed intheir decision-ma"ing
abilities andframing of policies theydon=t havethat proper academicbac"ground
the agency and having ane
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COMPARISON ETWEEN +ROSS INCOME O, TOP -. A+ENCIES
S$No$ A+ENC +ROSS INCOME 0R%$ I! #a*'%1
0-2231
* J+, 0@:62
0 O ) 5 *07>:.6
2 5udra *@8?8
6 FC(-Gl"a >86>.67 'ediffusion %/ ) ' :[email protected]
8 5cCann-9ric"son India Ltd. 8*>2.8
: ' & Samy H ((%O Advertising 66*7.?
> $rey +orldide ID !vt. Ltd. 607@
? Leo (urnett India !vt. Ltd. 2:7?.*
*@ Contract 20@?.>
** 9uro - 'SC$ 2@8@
*0 !ressman Advertising 0?0>.6
*2 5AA 08:8
*6 I()+ Communications 0887.:
*7 ,riton Communications !vt. Ltd. 0*>8.0
*8 Ambience %=Arcy 0*>@
*: (ates India 0*@:.0
*> !ercept Advertising Ltd. 0@:8.8
*? Saatchi ) Saatchi *7??.>
0@ ,(+A Anthem *62>.?
0* 9verest *20?.8
00 5adison Communications !.Ltd. **6>
02 SSC ) ( Lintas **0@
06 !ublicis **@>.*
07 ;uadrant ?>7.>
00
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G($7' $% A0/#('**&, A,#&+*# :
The =IIth Agen'# Re!ort of A65 maga-ine ma*es the remar*a"$e %is'$osre that the a%
in%str# remaine% stea%# in 4/)B< !er 'ent, on$# s$ight$#
$ess than the =Ith Agen'# Re!ortJs figre of 4)> !er 'ent for
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the a%it/'ertifie% figre that agen'ies s"mit to A65) 1t it %oes inf$en'e the +a# +e
s!ea* of the in%str#Js si-e, the sr(e# sai%)
In r!ee terms, the Gross In'ome of the To!
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To4 -2 Adverti%i!g Age!cie%
RANK AGENCY
1-QQ 2QQQ-Q1
< < Hin%stan Thom!son Asso'iates 8t%4 4 Ogi$(# 6 5ather 7(t 8t%
> > 5%ra Commni'ations
FC1/U$*a A%(ertising 8t%
B B Re%iffsion/DY6R
0 0 5'Cann Eri'*son In%ia 8t%
R ? S+am#11DO A%(ertising 7(t 8t%
Gre# :or$%+i%e I 7(t 8t%
8eo 1rnett In%ia 7(t 8t%
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> > ITC 5ar 4< )>4 /)0
Da"r In%ia 5ar 4< 0)>
//
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Re%iffsion DY 6 R
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Ma6or Adverti%er% )y Regio!
-223 To4 32 Mu#ti!atio!a# Adverti%i!g Age!cie% 0Ad Age I!t!#$5 A4ri# -22-1
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GROWTH OF ADVERTISING AGENCIES
Year No)of Agen'ies Year No)of Agen'ies
/
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SUGGESTIONS AND RECOMMENDATIONS
The +or$% of a%(ertising an% a%(ertising agen'ies has e2!erien'e% a re(o$tion) It.s a
&ng$e ot here, the one +ho s$a#s sr(i(es) In an attem!t to "e fier'er an% otsmart the
'om!etitor.s, to%a# the agen'ies %on.t s!are a se'on% thoght in going to an# heights)
a$it# is 'om!romise%, games are !$a#e% an% the !oor 'stomer is ma%e the s'a!egoat)
Co%e of 'on%'t is restri'te% to !a!er, the rea$it# is %ifferent an% %ar*er than it a!!ears)
:e ma# fin% agen'ies %oing some honest "siness "t the names are fe+ an% hear% on'e
in a "$e moon) In a "i% to 'on9er the +or$%, +e ha(e seen man# a agen'# "e'omingA$e2an%er) In (ie+ of the 'rrent s'enario an% +ith a (ision of the ftre, the fo$$o+ing
re'ommen%ations 'an "e 'ite%;/
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agen'ies ma*ing misse of sitations of immense tension an% riots in !ro!ogan%ing their
!ro%'t in a "i% to ra*e in a "ig fortne)
4 Agen'ies mst "e ma%e to 'ontri"te a fi2e% !er'entage of their gross in'omes for
a%(o'ating so'ia$ 'ase) This +i$$ a$so he$! agen'# earn a (er# goo% !atronage an%
ma2imi-e 'stomer $o#a$t#)
> There sho$% "e 'ertain stan%ar%i-ation of fees an% "en'hmar*s sho$% "e $ai% %o+n
for the a%(ertisements that are !t on %is!$a# on or min%s, in as!e'ts of 9a$it#,
(ie+orshi!)
The# sho$% im!ro(e their a''essi"i$it# an% trans!aren'#) Thogh "ig agen'ies 'ater to
the nee%s of the e$ite, the# sho$% a$so "e a(ai$a"$e to the $ess %e!ri(e% ones too)
E%'ation an% *no+$e%ge sho$% "e s!rea% throgh these agen'ies in the form of
a%(ertisements)
B 7ro%'ts an% ser(i'es sho$% "e ma%e to !ass throgh se(era$ tests "efore the# are !t
to %is!$a#) A$so a S:OT ana$#sis of the !ro%'t or the ser(i'e to "e a%(ertise% sho$% "e
ma%e)
0 After sa$es/ser(i'e sho$% "e im!ro(e% an% 'stomers sho$% "e s!ontaneos$#
atten%e% to in times of %issatisfa'tion an% a!!ea$)
Ser(i'es !ro(i%e% sho$% "e %i(ersifie% an% ne+ a(enes sho$% "e ta!!e% for o+n
gro+th an% for !ro(i%ing "etter ser(i'e to e(er#one)
Otsmarting 'om!etitors in a "i% to 'a!tre the mar*et at the 'ost of 9a$it# an%
'stomer +e$$/"eing sho$% "e re!$a'e% "# hea$th# 'om!etition an% a hmane to'h)
Co/o!eration sho$% "e !ro(i%e% at a$$ $e(e$s an% a''essi"i$it# e(en to the master
min%s sho$% "e im!ro(e% for "etter management an% "etter re$ationshi!s)
B
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CONCLUSION
From the st%# !resente% hereina"o(e, +e 'ome to *no+ man# fa'es of the m$ti/
fa'ete% +or$% of a%(ertising agen'ies, some %ar* horses an% some aggressi(e $ions) Ea'h
an% e(er# agen'# is a +or$% in its o+n ///// +ith ni9eness in its mo%s o!eran%i,
(arian'e in their aggressi(eness an% intensities an% re$ati(it# in their !ositions) From
agen'ies 'atering to the nee%s of $o'a$ise% +ith a mo%est $e(e$ of infrastr'tre an%
hman resor'es, +e ha(e seen *ing/si-e ones +ho ma*e it to the Cannes e(er# #ear) The
aim is the same, the game is %ifferent) The goa$ is the same, the "a$$ is %ifferent) The
mission is the same, the (ision is %ifferent an% the o"&e'ti(e is the same, the !ers!e'ti(e
is %ifferent) The# are a$$ !re!aring the same %ish to satisf# gests $i*e s "t their re'i!e
is ni9e) Their mano(era"i$it#, ($nera"i$it# to threats, o!!ortnities, strengths an%