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Draft FCB Ulka Bhavya Nagda (32)
22
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Page 1: Drafts Fcb Ulka

Draft FCB Ulka

Bhavya Nagda (32)

Page 2: Drafts Fcb Ulka

History of Draft FCB Ulka

• Founded in 1873, Foote, Cone and Belding is the world's third oldest

agency and a part of the InterPublic Group.

• Ranks number 10 in the world with 188 offices in 102 countries.

• FCB-Ulka has made its mark in India as Ulka Advertising.

• It was founded in 1961,FCB-Ulka has made a smooth transition from a

creative shop to a large mainstream agency.

• Around the mid-seventies, FCB-Ulka had become the fifth largest agency

in India and has sustained this status till date.

Page 3: Drafts Fcb Ulka

Present Scenario• Today 53 of Draft Ulka brands are category leaders.

• Brands that were nonexistent Draftfcb ulka was assigned the business, but today are

case study in market and advertising.

• FCB-Ulka is seen as a turnaround specialist - an agency that does brand building

and more.

• Ulka offers an excellent opportunity for the industry to build an interface with

budding advertising talent and also offers a platform for young minds to hone their

skills working on 'live' case studies.

• The past years have seen keen participation from nearly 25 Management Institutes

across the country that helped FCB-Ulka develop "real-life" communication

strategy case studies (based on actual market data).

Page 4: Drafts Fcb Ulka

• Cadbury Schweppes (1996),Hutchison Max(1997), Tata Indica (1998),

ITC Gold Flake(1999), Cadburys Bourn vita(2000),Marico Parachute

(2001), TVS (2002), Philips (2003), Indian Oil Corporation (2004), Asian

Paints (2005) & Colgate Cibaca (2006).

• Santoor soap did thorough research and focused on advertising which gave

growing sales figures against stiff competition from Levers and P&G

brands.

• Indica V2 ,which took on the mighty maruti and hundai to firmly establish

itself as the leader in its class.

Page 5: Drafts Fcb Ulka

Future plans of FCB Ulka:

• FCB Ulka is now planning to get started with the healthcare sector.

• FCB-Ulka Advertising is planning to roll out a host of global healthcare

management tools to offer value-added services to Indian marketers.

• The focus is on effective healthcare communications in the Indian ad

industry.

• Has adapted the well-known FCB Grid for pharmaceutical brand

communications.

Page 6: Drafts Fcb Ulka

Departments of Draft FCB Ulka:

1. Creative

2. Account planning

3. Media planning

4. Research analytics

5. Studios

6. Finance departments

Page 7: Drafts Fcb Ulka

Creative. Copy:

• It includes the copy writers who write slogans and dialogs for the ad or any tag line for an ad.

• Involved in deciding the basic theme of the advertising campaign, and often they do prepare

the rough layout of the print ad or the commercial story board.

Art:

• Department decides how the ad should look.

• This is where ideas are born, the advertising message, the persuasive marketing

communication created.

• This too is an area of teamwork. The copywriter, the visualizer, the art director and the ideas

man or the creative director work together as a team.

• The process of interaction among these individuals emerges the advertising message in which

the words and pictures and where necessary, sound and music become an integrated function.

Page 8: Drafts Fcb Ulka

Account planning.

• Account planning or account management department, is the link between

the ad agency and its clients.

• The account executive’s job requires high degree of diplomacy and tact as

misunderstanding may lead to loss of an account.

• The account executive is mainly responsible to gain knowledge about the

client’s business, profit goals, marketing problems and advertising

objectives.

• Responsible for getting approved the media schedules, budgets and rough

ads or story boards from the client.

Page 9: Drafts Fcb Ulka

Media buying & planning.

• Ad agency have a tendency of keeping media planning & media buying

departments or executives different, but in fcb ulka there is no separate

department for media buying & planning.

• Assumed major significance today with the proliferation of not only

different types of print media, but also the electronic media, particularly

with the advent of telecast from outside the country through satellites.

• Advertisers face severe competition, in the demand for reaching out to the

right consumer most effectively.

Page 10: Drafts Fcb Ulka

• The proliferation of the media and the specialization in relation to

select the best possible utilization of the available media.

• 10 per cent of the advertising budget is spent on creating

advertisements, while 90 per cent is spent on the media.

• It is from this 90 per cent of the advertising budget that the

advertising agency realizes its major income.

Page 11: Drafts Fcb Ulka

Research Analytics.

• Ad agency like fcb ulka also provides add on service like research to its

clients but at very small level.

• This research may be carried to gather information related for making an

ad or for clients need.

• Now a days every ad agency does research for its clients and do it as an

additional service to keep a hold on their clients due to very stiff

competition.

Page 12: Drafts Fcb Ulka

Studios.

• It is an set up in the ad agency to show the client hw an would

look like.

• some times there might be some shooting taking place in the

agency owned studio just to spare some money the agency.

Page 13: Drafts Fcb Ulka

Finance department.

• Advertising agency is in the business of providing services

and must be managed that way.

• perform various functions such as accounting, finance.

• Also this department is important since bulk of the agency’s

income approx. 65% goes as salary and benefits to the

employees.

Page 14: Drafts Fcb Ulka

Types of Ad agencies

In- House Agencies  :• An in-house agency is an ad agency set up, owned and operated by

the advertiser.

• Many companies use in-house agencies exclusively; others combine

in-house efforts with those of outside agencies.

• An in-house ad agency can also provide related work such as sales

presentations and sales force material, package design, and public

relations at a lower cost than the outside agencies.

Page 15: Drafts Fcb Ulka

Creative Boutiques:• Creative boutique is an agency that provides only creative services.

• use only the creative talent of an outside provider while maintaining

the other functions internally.

• Creative boutiques are usually found by members of the creative

departments of full service agencies who leave the firm and take

with them clients who want to retain their creative talents.

Page 16: Drafts Fcb Ulka

Media Buying Agencies:• Media buying agencies are independent companies that specialize in the

buying of media, particularly radio and television.

• Agencies and clients generally develop their own media plans and then

hire the buying services to execute them.

• Some media buying agencies do help advertisers plan their media

strategies.

Page 17: Drafts Fcb Ulka

Full – Service Agency:

• Agencies are large in size and offer their clients a full range of services in

the area of marketing, communications and promotions.

• Include planning, creating and producing the advertisement, media

selection and research.

Page 18: Drafts Fcb Ulka

Agency compensation method.

• In fcb ulka the compensation method is not fixed it depends on how big the

client.

• Tata motors & Amul india being its premium clients they charge monthly

fees to them where as in case Hero moto corp it shares agency with JWT

and FCB Ulka.

• So they charge a 15 – 20 % commission from them and give them full 360

degree service including( creative, account handling, media planning and

buying, doing research for them and deciding on the every aspect of the

brand.

Page 19: Drafts Fcb Ulka

Methods In Which Agency Pitches Itself In The Market:

• In fcb ulka it pitches itself with the help of its CEO or the directors of the

company.

• Blogs can be exceptionally effective at imparting a company’s “genuine”

philosophy and corporate personality.

• give cold calls to their potential clients by the way of showing them their

past work or might help them out.

• advertise themselves as being in top 10 agencies of the world.

• a regional presence and in a way positive outlook for the company.

• Getting some industry awards and coming into lime light.

Page 20: Drafts Fcb Ulka

Accounts won & Account lost:

Accounts won:

• ICICI Credit Cards

• Hero Moto Scooters

SnapDeal.com

• Nerolac Paints

• Paragon Bags

Shiksha.com

• ambience Mall

Account lost:

•S C Johnson (Global

realignment)

Page 21: Drafts Fcb Ulka
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