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draftfbculka advertising agency

Jun 03, 2018

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    DRAFTFCB +ULKA

    BY SNEHAL OBHAN(20)

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    Was First locally-owned ad agency in India. Set up by the late Bal Mundkur and his wife,

    Ann, on February 1, 1961.

    Seven people comprised the first team,including R K Joshi, the father of moderntypography in India.

    FCB-Ulka can trace its lineage in India to Ulka

    Advertising, which was founded in 1961.

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    Draftfcbis one of the largest globaladvertising agency networks.

    FCB was the world's third oldest advertisingagency.

    It is owned by Interpublic group and wasformed by the 2006 merger of Foote, ConeBelding(FCB) and Draft.

    merger of the two agencies, the origins of

    Draftfcb with the opening of Lord & Thomasad agency, which later became Foote, Cone, &Belding.

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    In February 1997, Foote Cone & Belding (FCB)acquired a 51 per cent stake in Ulka.

    it was renamed FCB Ulka. In 2007, Draft Worldwide and FCB merged

    globally to form DraftFCB. Soon after, DraftFCB acquired the remaining

    stake and the name changed to Draftfcb Ulka. Draftfcb Ulka is a part of Draftfcb Worldwide the first global, fully integrated marketing

    communication agency for the digital age tooperate against a single P&L without anysilos.

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    Brands built from scratch and nurtured over 25years.

    FCB-Ulka is seen as a turnaround specialist.

    40% of our business comes from clients who have

    trusted them for over two decades. service multiple agency accounts, they are the

    lead agency.

    An agency that does brand building and more.

    fourth largest advertising, communications andbrand consultancy group in India, with an annualrealization of close to Rs. 700 crore.

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    Draftfcb is a global network of 150 offices in90 countries with 9,000 employees.

    Main hubs are in the most important andfastest-growing markets

    Includes Chicago, New York, London,Hamburg, Madrid, Sao Paulo, Johannesburg,Mumbai, Shanghai and Dubai.

    Draftfcb is wholly owned by the InterpublicGroup of Companies.

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    Advertising Branding

    Strategic Planning

    Data Strategy and Analytics Digital

    Direct

    CRM

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    Experiential Event/Sponsorship Media Planning and Buying

    Multicultural

    Retail Promotion

    Direct-to-Consumer HealthcareCommunications

    Professional Healthcare Communications Search

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    6.5 Seconds That Matters is litmus test forgenerating great work.

    Process that welds together creating andaccountability to produce ideas that deliver areturn, all within a short window of time.

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    commitment to create advertising that worksin the market place.

    Advertising that is noticeable.

    Advertising that is relevant to the potentialbuyer, not necessarily the seller.

    Advertising that reflects the brands needsand not the agencys personality.

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    Starts with a meeting to set up a clientsbusiness contest.

    Assumptions are challenged.

    Hypotheses are explored.

    And success metrics for the bsinesschallenges are agreed upon.

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    TATA LIC WIPRO LTD ITC FOODS ITC LTD AMUL HCL CORPORATION LTD ABBOT AIR INDIA

    BAUSH &LOMB EYE CARE ZEE ENTERTEINMENT ENTERPRISES LTD KANSAI NEROLAC

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    Brands that were non-existent when FCB Ulkawas assigned the business, but are today casestudies in marketing and advertising.

    Santoor toilet soap, where research andfocussed advertising saw sales grow four-fold against stiff competition from Levers andP&G brands.

    Indica V2, which took on the mighty Marutiand Hyundai to firmly establish itself as theleader in its class.

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    Naukri.com was doing a study to understand itsconsumers better.

    Ulka came up with an interesting strategicsuggestion that the brand ought to launch anoffering that is like a 'privilege card' for its premiumconsumers.

    This was based on the insight that many job seekersin the premium segment weren't sure whetherNaukri.com really had much to offer to them

    It led to the launch of Naukri Premium, a part of theportal that caters specifically to the premiumsegment of job seekers, that is, people looking for

    jobs that offer above Rs 15 lakh CTC.

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    For Manish Kalra, head, marketing,Makemytrip.com, it is the fact that Ulka'ssenior leadership comes up with a lot ofbusiness-related solutions that sets them

    apart. "They understand the business problem first,

    see what the marketing objective is, and thenget into a 'solution-approach'.

    This is different from any other agency I haveworked with in the past,"

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    Zee values Ulka's research-led inputs and insightsthat help the channel churn out frequent on-air aswell as off-air promos and communication.

    ZEE applauds Ulka's contribution that led todifferentiated communication for Zee's recent re-

    branding. As well as for the shows Betiyann (in 2006-07) and

    more recently Punar Vivah.

    "Ulka is also our strategy agency.

    They do a lot of 'Consumer Speak' with us Ulka has played a sizeable role in helping Zee

    understand how consumers across differentpopulation strata are changing over the years.

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    Kmartswitched its $740 million accountfrom Grey New Yorkto Draftfcb Chicagowithout a pitch in April 2007.

    Kmart's chief marketing officer, Bill Stewartsaid: "Grey has been a good partner over theyears, but we feel Draftfcb is uniquelyqualified to assist our needs right now."

    http://en.wikipedia.org/wiki/Kmarthttp://en.wikipedia.org/wiki/Grey_Global_Grouphttp://en.wikipedia.org/wiki/Grey_Global_Grouphttp://en.wikipedia.org/wiki/Kmart
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    Account won: ICICI Credit Cards, Hero MotoScooters, SnapDeal.com, Nerolac Paints, UnzaEnchanteur, Paragon Bags, Shiksha.com andAmbience Mall

    Account lost: S C Johnson (Globalrealignment)

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    Media ABBY 2012-Silver-Youth Marketing CocaCola2012 Media ABBY 2012-Bronze-Best Use of Sponsorships

    Thums Up2012 Media ABBY 2012-Silver-Best Use of

    SponsorshipsAmul2012

    Media ABBY 2011-Silver-Best Use of Branded ContentNestle Kit Kat2011

    Olive Crown Awards 2011-Silver-Out of Home ZeeEntertainment2011

    Gold Emvie

    -Gold-RAM Award For The RadioInnovation Tata Docomo2010

    Gold Emvie

    -Gold-Best Media Innovation RadioTata Docomo2010

    Gold Emvie -Gold-Best Media Strategy- ServicesTATA DOCOMO - CREATE!2010

    Gold Emvie

    -Gold-Best Media Strategy- ConsumerGarnier Light Eye Roll On2010

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    THANK YOU