Assignment 2_group 9

ASSIGNMENT II

GLOBAL MARKETING, ADVERTISING AND

MEDIA AGENCIES

SUBMITTED BY: GROUP 9

SAKSHI KABRA (221125)

SHRUTI DODLA (221139)

SUPRIYA SHARMA (221153)

VAIBHAV AHUJA (221160)

JAI CHOWDHARY (221176)

Table of Contents MARKETING AGENCY .............................................................................................................................. 3

Publicis Groupe Turnover ................................................................................................................... 3

Companies and services offered ......................................................................................................... 3

MEDIA AGENCY ....................................................................................................................................... 6

Key people........................................................................................................................................... 6

Clients.................................................................................................................................................. 7

Campaigns ........................................................................................................................................... 8

Advertising Agency.................................................................................................................................. 9

Key People........................................................................................................................................... 9

Client ................................................................................................................................................. 11

Campaign .......................................................................................................................................... 12

MARKETING AGENCY

Publicis Groupe Turnover

2013: $9.5 billion

2012: $8.8 billion

2011: $7.7 billion

2010: $7.4 billion

Companies and services offered

Subsidiaries Services Offered

Leo Burnett Worldwide Advertising

Publicis Worldwide

Saatchi & Saatchi

Sapient Corporation Digital and Media

Rosetta

Rokkan

Digitas (India) Public Relations

Leo Burnett Sales Promotion

Starcom MediaVest Media Agencies

Zenith Optimedia

Indian Presence

Saatchi & Saatchi Health Mumbai

Saatchi & Saatchi X India

Starcom India (Delhi)

Solutions India (Kolkata)

Starcom India (Bangalore)

Starcom India (Chennai)

Starcom MediaVest Group India

VivaKi India

VivaKi New Delhi

ZenithOptimedia India - Kolkata

ZenithOptimedia India - New Delhi

MSLGROUP_Chennai

20:20 MSL_Bangalore

MSLGROUP_Kolkata

20:20 MSL_Delhi

20:20 MSL_Chennai

MSLGROUP_New Delhi

20:20 MSL_Pune

20:20 MSL_Hyderabad

20:20 MSL_Mumbai

Orchard Advertising Pvt Ltd

Publicis Life Brands Watermelon

DigitasLBi India - Mumbai

DigitasLBi India - New Delhi

Discovery India

L&K Saatchi & Saatchi Kolkata

L&K Saatchi & Saatchi Mumbai

L&K Saatchi & Saatchi New Delhi

Leo Burnett Mumbai

Leo Burnett New Delhi

LiquidThread Mumbai

MarketGate

MarketGate Dimensions Research - Delhi

MarketGate Dimensions Research - Mumbai

MediaVest India (Delhi)

Publicis iStrat - New Delhi

MediaVest India (Mumbai)

Publicis iStrat - Gurgaon

MSLGROUP_Ahmedabad

MSLGROUP_Bangalore

Publicis Beehive bangalore

Digitas Health LifeBrands Mumbai

BBH Mumbai

Arc

MSLGROUP_Pune

DigitasLBi India - Ahmedabad

Phonevalley Mumbai

Publicis Ambience Mumbai

Publicis Ambience Bangalore

Publicis Beehive Delhi

Publicis Beehive Mumbai

Publicis Capital Delhi

Publicis Capital Delhi

Publicis Capital Mumbai

Solutions India (Bangalore)

Starcom India (Mumbai)

Razorfish Healthware Bangalore

Saatchi & Saatchi Health Bangalore

Re:Sources India

Red Lion

MEDIA AGENCY

Key people

Laura Desmond Chief executive t: +1 312 220 3550 e: [email protected]

Iain Jacob President, dynamic markets e: [email protected]

Bernard Bedon Executive vice president, global director, talent and innovation t: +1 646 557 7023 e: [email protected]

Andy Fisher Executive vice president, global director data & analytics e: [email protected] Matt Blackborn President, emerging markets t: +44 20 7190 8001 e: [email protected]

Kate Sirkin Executive vice president, global research director t: +1 312 220 3636 e: [email protected]

Laura Krajecki Chief consumer officer/Director of human experience center t: +44 20 7190 8598 e: [email protected]

Branches:

Gurgaon, Mumbai, Bangalore and Chennai

Clients

Burger King US

Comcast-NBC Universal US

Honda Europe

Marina Bay Sands APAC

Microsoft Global

Yahoo Asia

Kraft Foods

Kellogg’s

Walmart

Honda

Samsung

Richemont

Mead Johnson Nutritionals

Microsoft

Mondelez

Advanced Auto Parts US

Aflac -

American Egg Board US

Best Buy US

Carrefour Spain

CBS Firms US

China Telecom China

Coca-Cola France

Darden Restaurants US

Dreams UK

GlaxoSmithKline Europe

Kraft/Cadbury Australia, China, Finland, Norway & Sweden

Marina Bay Sands Singapore

Mars Italy

Mars/Wrigleys China

P&G France

Turner Broadcasting US

Walt Disney US

Campaigns

OLX Campaign – “Phone ko banao SELLphone”:

MG Convonix, an integrated digital marketing solutions company and part of Starcom

MediaVest Group, has come up with a unique integrated experiential digital media

campaign for OLX “Phone ko banao SELLphone”. OLX, in a marketing campaign across TV,

radio, and outdoor, is promoting a new concept of ‘sell-phone,’ focusing on three core

communication points click-upload-sell.

The digital ad campaign by the digital agency trendily allows the users to sell off household

things virtually by just experiencing this innovation on web though their mobile phones. This

mobile sync web campaign goes live on Yahoo and MSN from 4 and 5 June, respectively.

Women have always been an integral part of the brand communication at OLX. With ‘Phone

ko banao Sell-Phone’ OLX celebrates the individuality and independence of the new-age

Indian woman. The campaign displays OLX mobile App as a tool of empowerment for

women, allowing them to earn money, and unclutter from the convenience of their homes.

The technical capabilities of SMG Convonix and integrated digital marketing solutions drive

synergies across various elements of the online ecosystem to architect solutions that sit

right at the heart of their clients’ business imperatives.

Coca-Cola ‘Mirage’ Ad Campaign:

It focused on three groups of characters – Cowboys, Badlanders and Showgirls – racing

across the desert to capture an icy cold bottle of Coke. They eventually realized they’d been chasing a desert mirage, and the Coca-Cola that they so desperately desired was yet another 50 miles away…and thus began The Chase!

Fans got involved. Really involved!

They cast nearly 910,000 votes on CokeChase.com, then stuck around long enough to conduct almost 7.3 million sabotages. The ad was also watched on YouTube 3 million times, and we tracked more than 86,000 mentions of the program on social media during the campaign.

The campaign featured the 60-second commercial during the Big Game broadcast, but it expanded far beyond that with digital and social media at the epicenter. Coca Cola were on the forefront of that trend last year when we asked fans to join the Coca-ColaPolar Bears for

an online Polar Bowl party. And they did – millions of people logged on and watched the bears rooting on their favorite team, reacting to commercials and even Vogueing along with halftime performance.

They went a step farther, asking fans to actively engage in their campaign, social was being placed at the center rather than holding the supporting role. Beginning January 22, and lasting through the final whistle of the Big Game, they asked fans to log on to CokeChase.com and vote for their favorite team…and then “sabotage” their opponents. It was a way for fans to become actively involved in deciding the storyline of our Big Game campaign.

And while the spot was created as the centerpiece of a Big Game campaign, it didn’t end with the final whistle. The characters featured in “Mirage” generated such support from fans that we’re not ready to say goodbye to them just yet. The unique nature of the ad and

the consumer engagement it generated during our campaign makes it a repeatable idea that will live on long after the game.

In fact, the 30-second payoff ad featuring the Showgirls’ CokeChase victory aired again the following week during American Idol. It was also joined by the “Kalaharian Epilogue,” which features “Mirage” character Vincent De Fairweather, running across all major cable networks. In addition, moviegoers will begin seeing Mirage come to life in cinemas beginning in March.

Advertising Agency

DDB Mudra

Key People

Ashish Mishra

Managing Director

Interbrand India

Vandana Das

President, DDB Mudra North

Venkat Mallik

President & Head, RAPP India

Aditya Kanthy

Member of Strategic Planning Council, DDB Mudra Group and

National Planning Head, DDB Mudra

Amit Kekre

Member of Strategic Planning Council, DDB Mudra Group and

National Planning Head, DDB Mudra

Brijesh Jacob

Member of the Creative Council, DDB Mudra Group and

Joint Managing Director, 22feet Tribal Worldwide

Rahul Mathew

Member of the Creative Council, DDB Mudra Group and

Creative Head, DDB Mudra, West

Ranji Cherian

President

DDB Mudra, South& East

Rita Verma

Senior Vice President – Organisation Development

DDB Mudra Group

Sambit Mohanty

Member of the Creative Council, DDB Mudra Group and

Creative Head, DDB Mudra, North

Sanjay Panday

Senior VP/Head, Gutenberg Networks

India

SoumitraSen

President & Head, DDB Remedy

Vipul Thakkar

Member of the Creative Council, DDB Mudra Group and

Creative Head, DDB Mudra, South

Vineet Gupta

Managing Director,22feet Tribal Worldwide

Client

Aditya Birla Group Hitachi

Bharat Petroleum HP

Henkel Huawei

Cisco ITC

Abbott Nutrition Johnson&Johnson

ACC ltd. JP Cement

Adani LIC

Aircel Marico

Usha Novartis

Bharti Walmart XLRI

Colgate UNICEF

Linen Club Incredible India

DBS Adidas

World Wide Media Amway

Eicher Arvind

Gillette Ashok Leyland

HDFC Bank Asian Paints

HR Bank of Baroda

Hindustantimes Bata

HUL Black&Decker

Idea Castrol

IDBI Cipla

ICICI Dabur

Nerolac Dewalt

Jindal Emirates

Lenovo Dr. Reddy’s

Nano Future Groups

Mc Donalds Godrej

Rotomac Good Food

Nirmal Gulf

MSD HBO

NTC Henkel

Peter England Simply Marry

Panasonic Sony

Puma Symphony

Prestige TATA Communication

Reebol Times Of India

SAB Miller Union Bank

Wipro Videocon

Wrigley Western Union

YOU Broadband Zydus Wellness

Location:

Delhi, Mumbai, Chennai, Ahmadabad, Bangalore, Kochin, Kolkata

Campaign

Union Bank of India

Union Bank of India is one of the largest PSU Banks in India. Established in 1919, UBI has

always stood for shared Indian dreams. The brand’s tagline; ‘Your Dreams Are Not Yours

Alone’ reflects this belief and its promise to partner every dream. In its last outing, Union

Bank of India used dependable partners of renowned celebrities to bring alive the brand

promise – Ajit Tendulkar, Aruna Anand and Kareema Beegum.

In the current campaign, the idea was to borrow insightful stories from real life – stories

about a common man’s aspirations, dreams and the hurdles faced in order to achieve them.

When the campaign was initiated, the team zeroed down on five products and services viz.

home loan, SME loan, phone banking services, quicker processing and proactive follow-ups

and self-generation of ATM pins and passwords. They then decided to cast a single family

for all five films. This was critical as it was important to illustrate how these products and

services can improve the quality of life of an average Indian family. Out of the 5 films

included in the campaign, two were released in 2013 and two in August 2014.

Like the last two TVCs (Home Loan & quicker processing and proactive follow-ups), the

storyboards of the two recently released TVCs (SME Loan and Phone Banking Services) also

revolve around 5 members of this family, their dreams and the role played by Union Bank of

India to turn them into reality. The SME Loan TVC takes the viewers through a father-son

relationship and how the son’s notion about his father changes after a minor conflict that

arises between the two. The solution to the conflict is UBI’s SME loan, thus making it an

integral part of the story. The TVC ends on an emotional yet wise thought while using the

tagline – ‘Your Dreams Are Not Yours Alone’ as the proposition of the film.

Like the previous TVCs, Pankaj Kapoor plays the father and brings out the various nuances of

the everyday life of an Indian father beautifully. Another TVC which highlights the phone

banking service of UBI utilizes the unsaid wishes and unexpressed emotions between an

Indian husband and wife in a beautiful manner. Starring Pankaj Kapoor as the man of the

family, the TVC opens with him and his wife in a jewelry showroom where he is trying to

persuade his wife to buy a lesser expensive necklace by telling his wife that it looks beautiful

on her. While he wishes to buy the expensive necklace for her, he is not able to do so due to

lack of funds in his bank account. Their son is observing this situation along with his other

siblings from a distance. He realizes the hesitation of his father and helps him come out of it

with the help of Union Bank of India’s phone banking service. The film deals with the

delicate intricacies faced by the man in the family on an everyday basis and how his family

members can help him with the help of UBI services.

The full campaign was aimed to show the bank as user-friendly with family as the target

segment. Here the consumers are all the 5 members highlighted in the TVC for different

product offered. Thus positioning itself as a one stop solution for all the financial solution of

a family.

Volkswagen:

A 360° campaign, with activities across all touch-points, has been developed to reach the

target audience, which includes three TV commercials (across GECs, news, infotainment,

movies and regional news), two print ads (in leading newspapers and magazines), digital

activation (teaser video campaign) and specially designed POS at dealerships.

The TV commercials, as well as the print ads, highlight the brand's key differentiators - build

quality, safety and drive quality. The engaging situations and endearing characters

demonstrate how one can truly enjoy a Volkswagen. Volkswagen is known for their

exceptionally well-engineered cars, which are superbly designed, packed with innovative

features, and impeccably built. In India, while people do know of Volkswagen as a well built

and innovative German car, but they don't really know what makes a car a Volkswagen.

This brand campaign was conceptualised to bring alive that unique strength of Volkswagen:

the engineering, in a tone and manner that is uniquely Volkswagen. The campaign

showcases the real-world benefits of confidence, safety and exhilaration (derived from the

solid build, best-in-class safety, and unmatched drive quality).Bringing alive how people can

‘Enjoy the Engineering’ of a Volkswagen.

The campaign showcases about all the technical aspects of the car and thus positions itself

as a superior product in technical form. It showcases all the benefits of having a superior

technical car.