Impact of advertising in business

TITLE OF THE REPORT:

PREFACE

It is a matter of great honour for me to present before my humble readers this

project based on the study of “Advertising Agencies”. The foregoing presentation is an

honest and painstaking effort on my part in black and white about the colourful world of

advertising agencies. The data collected by me is both primary as well as secondary. I

have taken assistance from knowledgeable and apt taskmasters shouldering work f great

responsibility in some of the reputed advertising agencies. However, with due respect to

the urge of these agencies for maintaining secrecy about their operations and financial

data ,I also had to resort to secondary sources for obtaining data like newspapers,

magazines and the websites of these agencies. Although the information obtained from

secondary sources may prima facie seem to be paralysed by window dressing, to be

absolutely frank with my understanding readers, it has been discovered that this data is as

reliable as the one I have obtained from the horse’s mouth for other agencies.

Due to paucity of time and reluctance of certain internationally acclaimed

advertising agencies in co-operating with me for this project due to some obvious reasons

on their part ,I have been able to cover in this project a study of 6 agencies. But the

foregoing pages will warrant my painstaking efforts and the extensive study undertaken

by me for each of them.

So, with due respect to my patient readers for the time they will spare for my

project and with confidence flowing through my nerves that both the time and patience of

my readers will not be tried and tested and but duly rewarded with the intensity of my

efforts , I carry you gracefully into my world of advertising agencies……………

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ACKNOWLEDGEMENTS

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EXECUTIVE SUMMARY

1. OBJECTIVE :

To study the various advertising agencies; the ones having local operations as well as

the ones have international scale of operations, their modus operandi, styles and the

manner of functioning, their profiles, their upswing and their downfall and last but not

the least their position in the world of advertising on the basis of the contributions to

the ad world and society at large.

2. METHODOLOGY :

In order to achieve the above-mentioned objective and finish the study to perfection, I

have made a judicious and a balanced use of primary sources as well as secondary

sources of data collection. Well, the primary sources comprise of personal visits to the

administrative offices of some known advertising agencies and a direct

communication with the persons who were knowledgeable and in-charge of the

operations.

To facilitate in my operations, I had first chalked out a detailed questionnaire covering

in length all questions that would serve the purpose in the most efficient and

productive way. The preparation and the formulation of the questionnaire was on the

basis of many considerations viz., the time that the answeree would require to give me

the required answers, the importance of that time and the cost involved. A copy of the

said questionnaire is included elsewhere in this project as an Annexure.

Although the efforts were directed basically towards obtaining information required

for the study from primary sources to the maximum possible extent, due to factors like

lack of co-operation anticipated from stalwarts and internationally acclaimed agencies,

considerations of these agencies over secrecy of data regarding their operations, lack

of time for answering the questionnaire and unavailability of the persons-in-charge, I

also had to resort to secondary sources like websites, magazines, newspapers etc.

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Bibliography of these sources forms a part of this Project for ready reference of the

reader.

A sample of six agencies was chosen on the basis of their scale of operations,

reputation and quick accessibility.

3. CONCLUSIONS :

During the course of this study I have observed many a facet of the advertising

agencies ----- their strengths, their weaknesses, their opportunities and threats which

deserve a mention :

Most of the advertising agencies are basically interested in catering to just the

needs of the consumer irrespective of the nature of the product or service

proposed to be advertised.

The primary objective of the agencies is basically profit generation and profit

maximisation.

The agencies conduct a SWOT of the client but not of the product at the time of

accepting an assignment.

There is not much of a dynamism in this agencies as far as expansion plans are

concerned, diversification objectives are involved or specialisation motives are in

question.

Not much is done by these agencies for the social welfare and advertising of social

values

The agencies are highly committed to their activities but sometimes they tend to be

over-professional in their attitudes, over-reserved in the choice of strategies, over-

confidential in their operations and over-aggressive in competition.

Not many agencies are laying too much emphasis on selection of proper human

resources or managerial personnel. They appear over-burdened by objectives of

cost control.

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There is not proper training imparted to people working in the modestly

positioned advertising agencies. Due to this, there is lack of specialisation,

improvisation and dynamism.

4. RECOMMENDATIONS:

The following are recommended in view of the importance and the strategic position

occupied by these agencies :

The advertising agencies should function in a healthily competitive

environment rather than in an aggressive world of cut-throat competition.

The agencies should definitely give importance to profit maximisation but at

the same time function in public interest as far as charges and quality of

products is concerned.

The agencies should also conduct a SWOT analysis of the products to be

advertised at the time of accepting assignments alongwith the routine

SWOT analysis of the clients.

There should also be a provision for staff training whereby the staff is properly

motivated and educated for the roles they perform in the organisation

leading them to specialisation and perfection.

The advertising agencies should also have a perspective of tapping new

avenues, creating mew markets and pursue global expansion for the

benefit of themselves and for the country at large.

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Table of Content

Sr.No Topic Page No

CH 1 Research Methodology 11

CH 2 Introduction 14

CH 3 Profile

3.1 Introduction to Advertising Agencies 18

3.2 Functions of Advertising Agencies 18

3.3 Model Organization Structure 22

CH 4 ADVERTISING AGENCIES

1 XEBEC

1.1 The Whereabouts 23

1.2 Modus Operandi 23

1.3 The Canvas on which Xebec paints its product 24

1.4 How can I know about Xebec? 24

1.5 SWOT Analysis 25

1.6 Case Studies 27

1.7 Awards and Achievements 30

1.8 Who’s who in Xebec 31

1.9 Divisions of Xebec 31

1.10 List of Clients 33

2 CARAT




2.4 List of clients 37

3 CANCO




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3.4 Canvas on which Canco paints its product 41

3.5 How can I know about Canco 41

3.6 Organization Structure 41

3.7 Facilities offered by Canco 42

3.8 Awards 42

4 MCCANN - ERICKSON

4.1 History 43

4.2 Who’s Who 43



5 MUDRA

5.1 History 60

5.2 Pioneers in Advertising Agencies 61

5.3 Divisions 62

5.4 Founder 62

5.5 List of Awards 63

5.6 Major Clients 64

5.7 Organization Structure 66

CH 5 SWOT Analysis of Advertising Agencies-Comparative

Study

67

CH 6 Statistics

6.1 Comparison between Gross Income of Top 25 Agencies 69

6.2 Growth of Advertising Agencies 70

6.3 Top 20 Advertising Agencies 72

6.4 Top 20 Advertising Spenders 73

6.5 Agencies Ranking 74

6.6 2001- Top Ten Multinational Advertisers 75

6.7 2001- Top Ten Advertising Agencies 75

6.8 Comparison of Agencies on the basis of Worldwide Gross

Income

76

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6.9 Graph of Growth of Agencies 77

CH 7 Suggestions and Recommendations 78

CH 8 Conclusion 80

CH9

CH10

Annexure

Bibliography and Webliography

82

84

RESEARCH METHODOLOGY

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Topic : STUDY OF ADVERTISING AGENCIES

1. OBJECTIVE :

The project deals with the study of advertising agencies encompassing a multi-

dimensional discussion on the whereabouts of these agencies, their modus operandi,

their manner and coverage of operations, their strengths, weaknesses, opportunities

available to them and the threats posing obstacles in their journey to the max. This

study shows the diversity underlining their operations and at the same time the unity

in aims, objectives and target. As during the preparation of this project, some

inevitable obstacles and natural hindrances restricted the scope of this study just as

these agencies are restricted by many environmental and socio-economic factors,

nonetheless, its a sincerest attempt to do the best possible justice to the said topic.

2. AGENCIES COVERED :(1) Xebec

(2) Canco

(3) McCann-Erickson

(4) Carat

(5) Percept

(6) Mudra

3. FROM PLACES TO PAPER :The data required for this study as per my vision was collected from the following

two types of sources :

(1) Primary Sources

(2) Secondary Sources

Primary Source of data collection was tapped in the following manner :

(1) Personal visits :

This was given the topmost priority. Well, any information from the horse's

mouth gives a touch of reality, practicability and conviction to every study and 10

this aspect made it an area of key importance. I visited three agencies viz.,

Xebec, Carat and Canco, though I approached many others including the

topnotch like Ogilvy & Mather, Mudra, Lowe. However to my utter

disappoin”ent and ill-fate, I never succeeded in getting appoin”ents from the

ones. In the agencies I visited, I contacted those taskmasters who were holding

positions of no less importance and who had a thorough knowledge of the

environment of their respective agencies, the operation, the style of working and

the clientele. At the same time, I found these people quite enterprising,

professional-to-the-core in their approaches, knowledgeable, speech-conscious

and very co-operative. I basically got answers to all the questions that were put

in the questionnaire in an unhesitating and amicable way.

(2) Sending questionnaires :To those organisations that showed their firm unwillingness in attending to me

personally, I sent my questionnaires through internet to the key personnel in an

attempt to convince them into giving some information about the agencies for

whom they toil. Some replied back courteously; either disclosing their

helplessness in giving information or informing me to surf their websites and get

all possible information to my u”ost satisfaction (an advertisement for

advertisers).

Secondary sources of data collection :

On account of the cold shoulder given to me by the media-giants and their

contemporaries, I had to resort, as also advised by some of them, to secondary

sources of information like newspapers, websites and books for supplementing

the information obtained from primary sources and sometimes for the main

information. Honestly, the information obtained from the websites was detailed

and sufficient to an extent that would even surpass those of primary sources. In

the ocean of the information that the websites contained for each agency, I had to

fathom for the most precious gems which required crisp editing, preciseness and

good scissor-work. Also newspapers like The Economic Times and its

supplementary called Brand Equity did leave their imprints on the papers of the

project to follow and their contribution to this presentation cannot undermined

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and unnoticed. Help was also taken from books based on advertising and

marketing to give a better appeal to this study and enrich it with more detailing

and liveliness.

4. RESULT

The cummulative result of primary sources of data collection and secondary

sources is obvious from the pages that follow. However, I have been able to

generate sufficient information and moreover, in detail from all the sources

employed in an endeavour to leave no stone unturned in justifying the selection of

this topic and advertising agencies, at large. Though marred by some obstacles, I

am convinced that my painstaking efforts and drops of sweat that have made the

papers intangibly wet and the ink of the pen go dry will convince my patrons

carrying good doses of expectation from this project.

5. DIFFICULTIES FACED :

1. Stipulations and urge for strict adherence to the length of this project upto a

maximum of 80 pages forced me to run the merciless scissor on many points. The

pen was on but the papers were gone.

2. Lack of co-operation from the stalwarts and the internationally acclaimed ad-

giants has been the biggest obstacle in the way. Though, they are very much

justified and I give due consideration to their urge for maintaining confidentiality

about their operations and financials, I still believe that had this information,

however explanatory it is, been obtained from them directly, it would have

definitely made neighbours' envy and owner pride.

3. Unavailability of concrete sources of secondary data was another hindrance.

Though websites form an exception, barring them there was hardly a source that

carried some potential in meeting the requirements. Prestigious publications like

A & M have faced shut doors of printing presses and a replacement is still hiding

in some unknown corner of invisibility.

In a nutshell, all these ingredients which have gone into the making of this recipe

wait a verdict from the readers for their taste.

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INTRODUCTION

The word that bridges the gap between “no more” to “know more”- Advertising……….

and further between “know more” and “grow more”. Knowledge is power, they say and

today the biggest weapon of power in anyone’s hands is that of advertising. Just as water

is to a fish, advertising is to business; something without which the basic question of

survival is bound to rise.

In this jungle of name and fame, where every creature confidently defies William

Shakespeare when he says,” What’s there in a name” there is definitely everything

attached to name and it’s this name which gives you fame……And what gives an identity

it’s name? Well, the only golden word “Advertising” Definitely roses will not smell less

sweet by any other name but businesses will undoubtedly go back to the coffers if the

world forgets their names and to keep them alive in the minds of billions, you go for

publicity.

Today everyone advertises – from crèches to crematorium ,from hotels to hospitals, from

clubs to pubs,from marriage bureaus to lawyers…… well name it and you have it.

Everyone needs recognition, from a 6 month baby in the cradle to a 60 year old preparing

for a graveyard, from a beggar to a billionaire…… everyone wants you to recognize in a

train or in a plane , irrespective of what you are. In the yesteryears , everything was

considered fair in love & war and advertising . It does not mind if you have to pull

someone down, important is that you should rise.

And who helps you to project yourself in the public, who brings you from the greenlight

to the limelight, who brings you from the darkness of ignorance to the light of

recognition? Obviously, the advertising gurus seated comfortably in their mind-blowing

offices

These Advertising Agencies may be raking in big “moollahs” but no one can question

their contribution in enabling the business to burn their “choolahs” .Today there are the

movie moghuls and cricketing badshahs dancing on their fingertips, models and 13

celebrities weaving their irresistible web of magic around people like us. Well, necessity

is the mother of invention and our necessities have opened the doors of prosperity for

these agencies.

Be it a product or be it a service, they have the magic formulae for everything and mind

you, these formulae really work on our minds as is clear from our very own experiences.

And sometimes their roles really makes a layman wonder as to what would have happen

to those hundreds of unsung brands appearing as faces in the crowd on some rack or

shelves of a huge supermarket or a not-so-popular stores if these agencies would have

never risen from the sands of time.

Today, the exposure of every individual to advertisements and advertising has increased

manifolds than what it was in the past. Kudos to these agencies ; at least they have turned

out to be major trend-setters and torch-bearers for people like us showing us the way to

the magnanimous world of sophisticated products & services. However unethical and

materialistic these agencies may be, at times in a bid to grab the lion’s share of the

buyers’ market, it is doubtlessly certain that without these agencies we would have never

come out from the age of transistors to reach the modern age of home theatres. Well,

every cloud has a silver lining to it.

Who can forget the extent and the manner in which Reliance Infocomm marketed its

Wireless in Local Loop (WLL) Technology on the onset of the launch of its mobile

service. Irrespective of the post-use catastrophes, the impact of solid marketing &

publicity on the minds of an ordinary laymen for whom having a mobile in hand was

nothing less than wearing a gold ring in the ring finger is reflected in the way such a

person is today using a cell phone. The hype was created by the agencies like Xebec

Communications who advertised the product of one of the Fortune 500 Companies of

India and the hysteria still continues.

Today, may products like chocolates and butter come to be identified by their brand

names like “CADBURYS” & “AMUL”. On the other hand, many others are identified by

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their slogans, catchlines & punchlines devised by the advertising wizards like

“BLACKMAGIC MOTION PICTURES” for their clients’ products like “Hamara

Bajaj (Bajaj Auto)”, “Utterly Butterly delicious Amul (Amul)”, “A gift for someone you

love(Cadburys’)”, “Yeh Dil Maange More (Pepsico)” , “Taste the Thunder (Thums-Up)”

etc.

Before we go ahead with the discussions about the advertising agencies & the brains

behind them, it’s pertinent to bring to limelight the benefits which we, as a society, are

deriving from these agencies and the not-so acceptable traits.

PRESENTING...

The pros…

(1) Creating awareness :

Due to the increasing role of the advertising agencies and so-called dominion over

our minds, today the level of consumer awareness could be well adjudged from

the fact that even a toddler identifies in the spur of the moment an ad of

Cadburys’ chocolates or Amul Butter been run on the screen of the idiot-box

ornamenting our spacious drawing rooms.

(2) Enabling wider choice and access to products :

So many products and so many ads for each of them…leaves the poor customer

gasping for some free space. Well, with the bombardment of so many

commercials, universal hoardings, from advertisements stuck on the walls of the

building compounds to those stuck on the walls of the railway compar”ents, the

customer has multitude options and ample of choices to really get “ better than the

best”. Well, people are after all paying handsomely for their requirements and

they deserve choices and options. But, it all owes to these agencies who have

spread out before us 10 different types of toothpastes for making out teeth the

whitest and the hardest, 100s of moisturizers for giving the best glow to our skin

an all sorts of luxuries which have become more necessary than the necessities.

(3) Uplif”ent of standard of living :

Well, its said that “Money makes a mare go”. Today, this not be any more

emphasized as everyone knows that depending on the financial background,

people can get the best of everything. From a cycle to a car, or from a dhaba to a

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restaurant, the customer knows where he is the most comfortable and is able-

bodied to plan out his budget as he knows the price tags stuck on every product

and service. And all this, is possible because of the constant exposure to media

and publicity.

(4) Necessary for the growth of the businesses :

From the Ambanis to the paanwalla, from the Bachchans to the street-actors,

every soul is convinced of the power of these agencies in giving them a larger

than life size image. Every business house, big or small, though cutting the cloth

according to the size of its coat, needs the services of these agencies to project its

brand image before the laymen and convert these laymen into prospective and

from prospective to loyal customers for their products and services. Revenue

generation is the prime objective behind every business and to rotate the wheel of

success, its important for them to use the services of these think-tanks and always

remain on the topmost rank.

The cons.....

(1) A cold shoulder to social responsibilities :

The advertising agencies today are not performing to the non-material welfare of

the society. Their commit”ents and obligations to the society are mani-fold. Being

the torch-bearers of the world of publicity and media, they are on a huge platform

from where they can spread messages of public interest in every nook and corner

of the country. Alongwith their professional assignments for profit maximisation,

they can also design propagandas for conveying important social messages like

harmfulness of smoking and drinking liquor, abolishing evil practices and dogmas

deeply rooted in the blood of the rural illiterate, importance of a nuclear and small

family etc. Accepting these assignments for a social cause will not create a dent in

their pockets but will surely go a long way in revolutionising thoughts, attitudes

and mindset of every Indian.

(2) No SWOT of products advertised conducted :

All the advertising agencies are conducting a SWOT analysis of the prospective

clients that approach them with a product or service meant to be advertised but no

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one is bothered about a scrutiny of the products to be so advertised. It is not their

business, perhaps it is anti-business; that's the feel and the flavour.

PROFILE

ADVERTISING AGENCY

ADVERTISING

The American Marketing Association, defined advertising as “any paid form of non-

personal presentations of idea, goods or service by an identified sponsor.”In other words

we can say that Advertising is brand building through effective communication

INTRODUCTION TO ADVERTISING AGENCY

The global market has expanded manifold in the last few decades. More and more

products are being launched practically everyday. The companies are engaged in

cutthroat competition to highlight their products to the forefront. Herein enters the

glamorous field of advertising. Advertising is actually brand building through effective

communication and is essentially a service industry. This requires the help of the media

to reach more and more people to communicate brand effectiveness and here advertising

agencies comes picture.

The role of advertising agency has been accepted because it provides specialist services

to the companies, which have inadequate services of experts for the promotion of their

goods and services. Many institutions have established the services of advertising

agencies to make their products and services known to the potential consumers.

FUNCTIONS OF ADVERTISING AGENCY:

The advertising agency performs all the managerial functions. Some of these are

planning, creation and execution, co-ordination, accounting, media, research and internal

control.

Planning : The advertising agency plans the advertising campaign. The

management delegates the responsibility of advertising planning and execution to

the agency. The agency must have a fair knowledge of the firm’s products, its

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history, the present market conditions, distribution methods, price level and other

conditions. A successful advertising programme is built on the basis of these data.

Creation and Execution : Specific advertisements are created. The advertising

copy is written; the layout is prepared; illustrations are drawn; photographs are

finalized; and a correct mechanical form for running it in the selected media is

produced. The advertising agency prepares a suitable advertising copy for

insertion in all the media.

Co-Ordination : The advertising agency co-ordinates several activities. It often

works with the client’s sales force and distribution network to ensure the long-run

success of the advertising programme. The combined efforts of sales persons,

distributors and retailers ensure maximum sales. Ideas, media, copy and decisions

are co-ordinated properly to project and implement the advertising programme.

Accounting : The advertising agency maintains proper accounts in co-operation

with the client. The account executives see to it that the agency keeps to the stated

plan. The accountant is in charge of the administration of the advertising

programme on the agency side. A misunderstanding arising between the agency

and the client is eliminated by the accountant. The amount of fees received from

the client and the payment of taxes, bills and other charges are accounted for by

the accountant.

Media : The advertising agency selects the media or a set of suitable media for the

client to reach the right type of audience which is an important factor in media

selection. The rates, circulation, population, audience, income and other important

information are collected for the purpose. It has to see to that the media plan is

carried out properly which is devised to implement the campaign’s

communication objectives. The media experts know all about the media and their

coverage. They prepare the schedule of advertising, publication, data on printing

and the time available from television and radio.

Research : Research is a key function in an advertising campaign. The decisions

on creativity and media selection are taken on the findings uncovered for

research. Research makes every decision systematic and logical, based as it is on

facts and figures.

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Internal Control : The advertising agency manages its employees, finances and

other resources effectively and economically. It conducts the business behind the

scenes and exercises proper control over activities and funds. Public relations,

sales promotion functions and client contacts are maintained by the management

for the effective operations of the advertising agency.

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BROADCASTPRINTPRODUCTION

STAGE

INTERNAL

CLIENT BRIEF

ENTERS THE AD AGENCY

CREATIVE BRIEF MEDIA BRIEF

CREATIVE PROCESS

COPYWRITING ILLUSTRATING

LAYOUTS

CLIENT APPROVAL

TYPOGRAPHY ENGRAVING FILMING EDITING

PRINT AD

PRINT MEDIA

COMMERCIAL

BROADCAST MEDIA

AD REACHES THE TARGET AUDIENCE

EXTERNAL

CREATION STAGE

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TYPICAL ADVERTISING AGENCY STRUCTURE

Chairman & Managing Director

(Chief Executive Officer)

Finance

ManagementAccounts

Administration

Media Director Creative Director

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Client service Director

Group AccountManager

Account Supervisor

Account Executives

MediaControllers

Media Supervisors

Media Planners

Media Buyers

Media Media

Studio FilmsPrint &

ProductionAssociate CreativeDirectors

Creative Group Heads

Copywriters Art Directors

ADVERTISING AGENCY # 1

X E B E C

THE WHEREABOUTS

HEAD OFFICE :

20, Santosh Heights,

1st Floor, 39/4, J.N. Marg,

Opp. Apsara Theatre,

Pune – 411 037.

BRANCH OFFICE :

Jain Chambers, 1st Floor,

Next to Saga Shopping Centre,

S.V. Road, Bandra (West),

Mumbai – 400 050.

Incorporated in the year 1991, this rapidly-growing “FULL SERVICE” Agency located

at the above-mentioned places has today achieved for itself a decent position in the

jampacked arena of the biggies and is continuing its progressive march.

It is solely indigenous with no foreign collaboration or foreign equity participation ;

something really very praiseworthy.

MODUS OPERANDI :

Being a truly professional & competitive in approach, Xebec Communications has a

well-defined and a well-organised method of operations. When the prospective client

approaches them for getting his purpose served, they conduct a SWOT analysis prior to

acceptance of any assignment. Although, this SWOT Analysis is not at all a cumbersome

and patience-testing exercise for the client, it is designed in such a way that the agency

gets a total assurance of the output.

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The agency first understands the requirements of its customer and gets a complete profile

about the product or the service to be advertised from the horse’s mouth. Further, it

makes a complete assessment of such a product or service, based on the representations

and the explanations given by its client in terms of the life of the product, its

marketability and its commercial value. Continuing on these lines, the agency also makes

an assessment of the requirements of the client, their budget, cost constraints etc. Finally,

last but not the least, the agency makes an estimate of the benefits, both monetary as well

as non-monetary which it is subsequently in the long run, going to derive out of every

such assignment.

On the basis of such a study made about the product, its target audience and the psycho-

analysis of the creator as well as its creation, the agency then selects the type of media

which is the most appropriate one in terms of the cost constraints laid down by the client

and accordingly intimate the client about the cost-benefit ratio of the entire exercise. So,

it’s a thorough professional approach wherein the client is rest assured about the benefits

he is going to reap from the seeds he is planning to sow in the field of advertisement.

Ultimately, its not a no-win no-lose situation for both of them but is entirely a winners’

outcome.

THE CANVAS ON WHICH XEBEC PAINTS THE PRODUCT :

Xebec provides its customers with a wide-range of media to select from viz., in fine

print, or on celluloid like television, radio, theatres etc.

HOW CAN I KNOW ABOUT XEBEC :

Well, being professional and competitive in approach, it is Xebec who approaches its

prospective clients and not wait for the the clients to fathom for it. So, the client does not

have to run in sun and shower for finding a proper canvas for its product. Xebec provides

all the facilites for its client coupled with a very co-operative in-house, interactive

response and hospitality. As far as a payment term is concerned, Xebec also takes care of

the pocket-size of its customers. So on one hand, it gives you the option to pay the entire

fees in lumpsum, on the other hand it also extends credit to its continuous and

creditworthy customers.23

STRENGTHS :

The agency first understands the requirements of its customer and gets a complete

profile about the product or the service to be advertised from the horse’s mouth.

Further, it makes a complete assessment of such a product or service, based on the

representations and the explanations given by its client in terms of the life of the

product, its marketability and its commercial value. Continuing on these lines, the

agency also makes an assessment of the requirements of the client, their budget, cost

constraints etc. Finally, last but not the least, the agency makes an estimate of the

benefits, both monetary as well as non-monetary which it is subsequently in the long

run, going to derive out of every such assignment.

On the basis of such a study made about the product, its target audience and the

psycho-analysis of the creator as well as its creation, the agency then selects the type

of media which is the most appropriate one in terms of the cost constraints laid down

by the client and accordingly intimate the client about the cost-benefit ratio of the

entire exercise. So, it’s a thorough professional approach wherein the client is rest

assured about the benefits he is going to reap from the seeds he is planning to sow in

the field of advertisement. Ultimately, its not a no-win no-lose situation for both of

them but is entirely a winners’ outcome.

WEAKNESSES :

Xebec is facing a major problem of Time Management i.e. it is over-dependent on its

staff. Hence, the quality and the efficiency of its human resources always causes

some sort of a problem in making and implementing fast decisions. Again,

multiplicity of brains, though an asset for any organization is also sometimes a

hindrance in its development when the agency is not able to reach to a definite

conclusion about its strategies and policies in the nick of the time due to conflicting

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ideas presented by its too many decision-makers. As it is aptly quoted, “Too many

cooks spoil the broth”

Secondly, as far as client servicing is concerned, Xebec does not make adequate

attempts to update its services. This is the main reason why this organization though

reputed, is not able to expand its paraphernalia. Lack of creativity is also a major

backdrop in its success story.

Next, Xebec has also failed to make any renowned celebrity from the fields of

cinema, sports, politics or business as its brand ambassador as other reputed agencies

in this world are in a practice of doing. Hence, the agency fails to create a long-lasting

and huge appeal for the products of its clients amongst the masses.

As far as the profiles of the team members of Xebec are concerned, the people in the

topmost levels of organizational hierarchy who are mainly shouldering the

responsibility of devising strategies, policies, media plans, client servicing, account

planning, market recognition and strategic decision-making are not from the fields of

management or advertising. Though, they may be well-groomed for excellence in the

environment in which they are functioning, there is always an undisputed difference

between those able-bodied people who are from the field of management and those

who are not. And finally, in this field of cut-throat competition where agencies rise

and fall like a pack of cards day in and out, you definitely need professionals and

professionalism in your approach at the time of decision-making and implementation

of ideas.

OPPORTUNITIES :

There is a tremendous scope for diversifying its paraphernalia as currently Xebec is

just specializing in one particular media.

Secondly, by recruiting and taking more benefits from services of professionals in

this field, Xebec can overcome its problems of Time Management and slow decision-

25

making. Instead of having too many heads with different contents in them, it can

always go for quality staff.

Xebec can also concentrate on making some of the eminent personalities as its Brand

Ambassador, which it has already started as is evident from its forthcoming contract

with a cricket star named Salil Ankola. If it continues to do so on these lines it can

lead to more aggressive response for its clients’ products and services.

THREATS :

Xebec also does not make a SWOT analysis of its clients at the time of taking an

assignment. This also exposes it to a major threat of losing its own ground in its field

as not many of its clients are too reputed, well-organised and aware of their

requirements.

Another major threat to the growth and development of Xebec is its over-dependence

on Print Media. That is to say, Xebec has not taken too many efforts of diversification

and growth into other media. It is quite understandable that in today’s world to

remain sellable in the market you have to keep on diversifying yourself into other

fields which this agency is not very much keen in today, there is a definite threat on

its future existence. Survival is first, growth afterwards and just trying to be a master

in one amidst a crowd of experts who are Jack of all trades is not at all a good sign for

any organization.

CASE STUDIES

1. KIMBERLY CLARK

1.1 Brief

Associate Kimberly Clark with personal hygiene by a campaign encouraging people

to adopt health habits and educate offices and hotels about the importance of giving

their employees and guests access to hygiene products.

1.2 Execution

26

A Poster Campaign placed in and around washrooms (where Kimberly Clark's

products are most used)reminding people about the importance of personal

hygiene with a byline by Kimberly Clark.

1.3 Result

A direct association between Kimberly Clark and personal hygiene and increased

usage of Kimberly Clark products and supplies.

2. KINETIC

2.1 Brief

Relaunch Kinetic Honda Marvel and build on Kinetic's reputation as an all family

2 wheeler maker. Create a new buzz around the Marvel as an exciting bike.

2.2 Execution

A series of concurrent road-shows and test rides all over India handled by our

events division with live performances by India's most exciting and talented

performer - REMO - to stir up the excitement.

2.3 Result

Excitement about Marvel and renewed interest in the scooter and Kinetic.

3. THYSSENKRUPP

3.1 Brief

To occupy mindspace as a core infrastructure sector/industry player.

3.2 Execution

A creative campaign in Indian and foreign magazines and journals closely

targeted at industrial decision makers.

3.3 Result

Increased awareness of ThyssenKrupp activities and brand recall as a hi-tech

German company. ThyssenKrupp continues to be a valued client.

4. INDIACOM

4.1 Brief

27

Build the INDIACOM brand as a most easily accessible and widely disseminated

yellow pages directory.

4.2 Execution

Strategic press spots and hoardings timed with the beginning and end of the

bookings period designed to drive demand for ads and insertions and increase

awareness of the INDIACOM edge.

4.3 Result

More recall for the INDIACOM brand as the most easily accessible and widely

disseminated yellow pages directory resulting in more placements in their

directory.

5. LIPI DATA SYSTEMS

5.1 Brief

Position LIPI as a total data solutions company with a wide range of high quality

print solutions for small businesses and corporates

5.2 Execution

A creative campaign focusing on the flexibility of LIPI printing solutions.

5.3 Result

Increased awareness about the LIPI brand name as a provider of superior printing

solutions.

6. INTELLIGENT INVESTOR

6.1 Brief

Raise Intelligent Investor's profile through high powered personal finance

exhibitions in the metros.

6.2 Execution

A series of full page ads in outlook and Intelligent Investor designed to engage the

readers attention by trumpeting the sheer volume of financial services and free

advice on offer.

28

6.3 Result

A tremendous response to the personal finance exhibitions leading to increased

awareness about Intelligent Investor and an increase in its brand equity.

7. CENTURION BANK

7.1 Brief

Establish Centurion Bank as a one stop shop for all banking needs with superior

banking services for small customers.

7.2 Execution

The target audience was identified as the small customer who was perhaps not

getting the best service in big banks. The creatives were designed to inform him

about Centurion Bank's thrust towards them.

7.3 Result

More new accounts for Centurion Bank with its brand firmly established among

the smaller customers.

8. DISHNET DSL

8.1 Brief

Leverage Dishnet strengths as the only DSL high speed ISP provider in the

country. Target soho and heavy net users promoting the benefits of high speed

access.

8.2 Execution

A creative campaign bringing out the cost and speed advantages of broadband.

8.3 Result

Increased interest and awareness about broadband Internet access, establishing

Dishnet DSL as the pioneer in broadband technology and generating inquiries and

sales.

AWARDS & ACHIEVEMENTS :

Best Radio Jingle

[A refreshing jingle for Electronica Leasing & Finance Ltd’s Fixed Deposit Schemes]

29

CEAD - Best Radio Jingle

[An innovative jingle for Kinetic Spark which was set in a folk tune]

Trade Fair/Exhibition Design

[First prize for Kinetic Honda stall at Auto Expo ‘98]

[First prize for “Impressive Stall & Innovative Displays” at TECHEX-6 at World

Trade Centre, Mumbai, November ‘98]

WHO’S WHO IN XEBEC ?

People make all the difference, nurturing talent and allowing space for

independent thought and initiative are our hallmarks which explains the low

attrition rates.

Key people behind the success of Xebec are -

Kiran Bhat - Chief Executive Anil Bhat - Executive Director

Vincent Sebastian - Branch Manager Radhika Akolkar - Account Director

Samir Wagh - Manager (Media & Events) Sandeep Ghodke - Art Director

Anil Rane - Asst. Art Director Abhay Bengeri - Branch Director

Praveen Meloth - Sr. Account Executive Bhavana - Sr. Account Executive

DIVISIONS OF XEBEC

M.A.R.S.

Our in house Research division - an independent profit centre - allows clients to identify

customer preferences, trends, deliver a more focused message and track customer

response.

M.A.R.S. delivers professional research services within the Xebec umbrella.

M.A.R.S. Services:

Qualitative and Quantitative Research... Dipstick Studies... Focus Groups... Pre

and Post Launch Surveys / Studies... Feasibility Reports... Customer Satisfaction

Surveys... Dealer Audits...

30

STELLAR - P.R.

In today's fast paced media driven world with shrinking attention spans, PR is an

important vehicle to increase mindspace and mindshare.

Stellar is a Xebec group company run by experienced PR professionals with strong

contacts in press and TV for national coverage.

CUSTOMER CONNECT

C2 is Xebec CRM arm with specialized Direct Marketing and Customer Response skills.

LIST OF CLIENTS

IT – SOFTWARE

1. Mahindra Consulting

2. BMC Software

3. Arden Systems

4. Datapro Infoworld Ltd.

5. Jog Software Solutions

6. Lucent Technologies

7. Selectica India

8. Parametric Technologies

9. Kpit Systems

10.Optimos India

11.Onward Technologies

12.Intigma

13.Intermedia

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IT HARDWARE

1. Jetking School of Hardware and

Networking Technology

2. General Engineering / Actis

3. C-Net Networking Products

4. Lipi Data Systems

INDUSTRIAL1. Thyssenkrupp Industries Pvt. Ltd.


C A R A T

THE WHEREABOUTS

HEAD OFFICE :

CARAT MEDIA SERVICES INDIA PRIVATE LIMITED

Barodawala Mansion,

81, Dr. Annie Besant Road,

Worli, Mumbai 400 018

India.

Email : [email protected]

Website : www.carat-india.com

CEO: Sulina Menon


Carat India - New Delhi

Address : E82A, Greater Kailash Part-1,

New Delhi, Pin-110048, India

Tel No : (91) 11 629 4112

Fax No : (91) 11 629 3680

32


Website: www.carat-india.com

Website: www.carat-asiapacific.com

Carat is operated by AEGIS MEDIA which operates alongwith Carat 2 other reputed

worldwide organizations viz., Vizeum & Postersope Worldwide.

MODUS OPERANDI :

Being a truly professional & competitive in approach, “CARAT ” has a well-defined and

a well-organised method of operations. When the prospective client approaches them for

getting his purpose served, they conduct a SWOT analysis prior to acceptance of any

assignment. Although, this SWOT Analysis is not at all a cumbersome and patience-

testing exercise for the client, it is designed in such a way that the agency gets a total

assurance of the output.

SWOT ANALYSIS OF CARAT :

STRENGTHS

1. Carat has a very educated and well-groomed set of clientele. They know that the

ability to understand and exploit the opportunities of the evolving media market is

key to their future success. Media communication, and assessing its short,

medium and long-term effect, is becoming central to every business.

2. Carat’s aim is to deliver business advantage for its clients through effective

communication programmes that maximize return on inves”ent. This means

partnering with its clients to produce sustainable improved sales by building

brand loyalty, value and awareness. They combine insights into brand, media and

consumer behavior to spark innovative media solutions that are unique to every

brand. The Carat approach to communication planning gets results.

3. The marketing strategy of Carat is defined as a “360° communication”. This

means exploiting the whole range of media channels available to a brand which is

fundamental to building effective communication strategies. As messages reach

consumers in new and different ways, they can refresh and renew a relationship,

create excitement and loyalty, even advocacy for a product. The task is to build a 33

programme which engages consumers with the brand and reveals the inherent

values in a product or service that cause consumers to say "That's for me". In a

nutshell, this type of a strategy helps in building a brand loyalty and the customer

starts relating himself with it.

4. Carat’s clients are very much impressed with its ability to work as an international

team. The breadth of their service and their strong coherent network give Carat

the scope to truly partner international advertisers who are winning the race for

global media effectiveness.

5. Every brand, market and competitive situation requires a unique solution. Carat

has a rigorous and proven framework to develop innovative and creative media

solutions throughout its network. Its approach extends across all media - 360°

communication. It works with a suite of sophisticated analysis tools and research,

helping it to understand consumers and to design media campaigns that deliver

measurable improvements in its clients' business.

5. Incisive management of media delivers business advantage to Carat’s clients.

Carat has invested over US$30 million on research and tools to manage and

measure media effectiveness, across traditional and online media channels.

6. Consumers' relationships with brands and product sectors need to be linked to

their relationships with media and attitudes to advertising. Analysis using tools

such as Charisma and Ad-itudes helps Carat’s clients reach their core targets more

effectively and develop strategies to attract new customers.

WEAKNESSES 1. The major weakness of Carat is diversification. Carat has grown, flourished and

made a tremendous progress in the field of electronic media only. However, for a

long-term and sustained growth and development it is the need of an hour for

every agency to stretch its arms and reach out for the world through all possible

avenues.

2. Carat does not have a broad clientele base which means that it does not enjoy a

very diversified brand loyalty.

34

OPPORTUNITIES

1. Carat has tremendous growth and diversification opportunities in the field of

advertising specially because of its skilled labour force and dynamic vision.

2. Carat has international tie-ups which means that there is ample of scope for it to

diversify its operations and tap the market worldwide.

THREATS

1. Carat is specializing only in electronic media. This overdependence on one media

only is definitely fatal for future growth and sustained development. Today, there

are many new entrants in the market and these agencies are making progress by

heaps and bounds in all types of media. Carat needs to tap other media also to

emerge as a genuine world leader.

2. Being a multinational agency, it is extremely difficult for small customers to

approach this agency for their requirement. Carat should also concentrate more on

Indian market which has a very large base of clientele. Firms worldwide have also

established themselves firmly in the Indian Market which if Carat cannot do or

does not do will hamper its growth and development process.

CLIENTS

Adidas Diageo EMI Group Ferrero International

Fiat Henkel Kellogg Kraft Jacobs

Suchard LVMH Mannesmann- Vodafone

Merloni Beiersdorf Bertelsmann BMW

Cable & Wireless Carrefour Coca-Cola Club Med

Danone Group Nissan Pernod Ricard Pfizer 35

Philips Renault Sara Lee SCA

SmithKline Beecham Telefonica Walt Disney


C A N C O

THE WHEREABOUTS

HEAD OFFICE :

518, Tulsiani Chambers,

Nariman Point,

Mumbai – 400 021.

Incorporated in the year 1985-86, this rapidly-growing “FULL SERVICE” Agency

located at the above-mentioned place alongwith branches at Bangalore, Chennai & Delhi,

has today achieved for itself a decent position in the jampacked arena of the biggies and

is continuing its progressive march.

It is solely indigenous with no foreign collaboration or foreign equity participation ;

something really very praiseworthy.

MODUS OPERANDI :

Being a truly professional & competitive in approach, “Canco Advertising Pvt. Ltd.” has

a well-defined and a well-organised method of operations. When the prospective client

approaches them for getting his purpose served, they conduct a SWOT analysis prior to

acceptance of any assignment. Although, this SWOT Analysis is not at all a cumbersome

36

and patience-testing exercise for the client, it is designed in such a way that the agency

gets a total assurance of the output.

SWOT ANALYSIS OF CANCO :

STRENGTHS

1. Canco is a full-service agency providing all types of services related to the field of

advertising & marketing to its clients.

2. It conducts a SWOT Analysis of its clientele to assess their strengths and

weaknesses. It also first understands the requirements of the client, their

knowledge about the field of advertising, the characteristics of the products and

services to be advertised by its client, the type of target market and the cost

constraints under which its client is functioning. This overall study about the

client and its products helps Canco to devise and develop a proper marketing and

advertising plan for its client which can optimize client’s returns in the restrictive

environment in which it functions.

3. As far as offering facilities to clients are concerned, amongst others, Canco also

provides its client the facility to make payments of its fees in installments which

goes a long way in helping the client overcome its financial hurdles, if at all posed

on him. This is a major breakthrough in client servicing and definitely is a major

weapon in anyone’s hands to have a stable and a loyal base of clientele.

4. The top level of organizational structure in Canco consists of people who are

professionals having the academic qualifications which are must in this field.

Understandably, on this account there is bound to be professionalism in the

approach, attitude and decisions made by the agency for its growth and

development.

5. Canco offers its customers a wide selection amongst the media for canvassing

their product or services. It advertises in newspapers, uses electronic media and

also provides the facility of online advertising. As the choices are more for the

customers, depending on their requirements, the characteristics of their products

and their cost constraints, it helps them in selecting the proper medium for

advertising their product or service.

37

WEAKNESSES

1. The biggest weakness of Canco is its organizational structure. The organizational

structure is such that people who are at the top most level in the hierarchy and

who are professionals in this field are few whereas the line staff is quite much.

This may lead to centralization of decision-making and an obvious influence of

one or two people in policy decisions. Centralization of decision-making and

authority being given to only few can prove to be disastrous for the growth of the

organization.

2. It does not have a very broad base clientele. The list includes just a few major

names like HDFC. This means that the agency does not enjoy the patronage of

many of the big names and is dependent on the patronage of privileged few.

3. CANCO has not hired any of the eminent celebrities for endorsing the products

and services of its clients. This is why the appeal created for the products and

services of its clients does not reach to a large group of masses.

4. In this world of cut-throat competition where it is important for every agency to

have some sort of transparency which will make popular its strategies,

achievements, client patronage, diversification in services offered, CANCO has

not made any effort to bring itself in the limelight. With no URL and no other

self-advertisement, it still lingers in some dark corner of isolation.

OPPORTUNITIES

1. With professionals at the decision-making level, CANCO has an opportunity to

expand its operations and diversify itself into new avenues if it makes a

concentrated effort on improvising the strength of professional staff.

2. Making use of the brand image of some celebrities for endorsing the products of

its clients can give it an upper hand and help in having more reputed customers

into its kitty.

3. It can project its achievements before the public and through the medium of

website can lend more transparency to its operations. On these lines, this agency

is working presently and a website is in the development stage.

38

THREATS

1. CANCO, though making use of print and electronic media for advertising

products of its clients is a Jack of all trades, master on none. Specialisation is

required in at least one sphere for expansion and further diversification.

2. The strength of the staff and the quality of human resource is also a major

hindrance it is growth and development. When decision-making is centralized and

that too based on few brains, there is bound to be lack of impulsiveness,

aggression, timeliness and dynamism.

3. CANCO is suffering a big threat from other agencies operating in the same set of

environmental conditions who are constantly offering more and more services to

their customers and diversifying themselves day in, day out.

THE CANVAS ON WHICH CANCO PAINTS THE PRODUCT :

CANCO provides its customers with a wide-range of media to select from viz., in

fine print, or online through the medium of internet, external advertising like

hoardings, pamphlets etc.

HOW CAN I KNOW ABOUT CANCO?

Well, being professional and competitive in approach, it is CANCO who approaches

its prospective clients and not wait for the the clients to fathom for it. So, the client

does not have to run in sun and shower for finding a proper canvas for its product.

CANCO provides all the facilities for its client coupled with a very co-operative in-

house, interactive response and hospitality. As far as payment terms is concerned,

CANCO also takes care of the pocket-size of its customers. So on one hand, it gives

you the option to pay the entire fees in lumpsum, on the other hand it also extends

credit to its continuous and creditworthy customers.

ORGANISATION STRUCTURE OF CANCO

ORGANISATION STRUCTURE

Mr. Ramesh Narayan, (Managing Director)39

Creative Director Copywriters

(1) Mr. Dhananjay Neelam

(2) Mr. Arun

Total Staff Strength : 24

FACILITIES OFFERED BY CANCO TO ITS CUSTOMERS :

CANCO fixes the budget for its client depending on the requirements of the client,

the characteristics of the product to be advertised, the target customers, the marketing

strategy, the aggressiveness or otherwise of the advertising campaign, the type of

customers to be targeted, the cost constraints of the environment in which the client is

functioning etc. Based on this study, the budget is given by the agency to its client.

AWARDS WON BY CANCO

a. Given by Alert India, Non-Government Organization (NGO) which

creates awareness for leprosy .

b. Given by Advertising Club, Mumbai

40


M c C A N N - E R I C K S O N

HISTORY

McCann-Erickson WorldGroup was chartered in 1997 as a new model for integrated

marketing communications. The WorldGroup was created by uniting best-in-class

marketing communications firms in a range of disciplines behind a common mission and

vision.

In only a few years, McCann-Erickson WorldGroup has emerged as one of the world's

leading integrated brand communications organizations--in global size, in professional

quality, and in the number of clients we serve with multiple-communications services.

Each WorldGroup agency retains the best of its distinctive heritage. Most notably,

McCann-Erickson, is currently celebrating its 100th anniversary, representing a century

of innovation and excellence in advertising and communications The rich histories of the

member agencies of World Group provide the foundation for the WorldGroup's

unparalleled expertise and their unique shared culture. In its brief history, the

WorldGroup has cultivated a common culture across its global network, based on shared

strategic tools and a shared vision for effective marketing communications.

WHO’S WHO :

John J. Dooner

41

CHAIRMAN, CHIEF EXECUTIVE OFFICER McCANN-ERICKSON WORLDGROUP

Arther D’Angello CHIEF FINANCIAL OFFICERMcCANN-ERICKSON WORLDGROUP

Eric Einhorn EXE. VICE PRESIDENT, CHIEF STRATEGY OFFICERMCCANN-ERICKSON WORLDGROUP

Max GoslingPresident, CEO

Representative DirectorMcCann-Erickson Japan

Peter HamiltonREGIONAL DIRECTOR

MCCANN-ERICKSON ASIA PACIFIC

Robin KentCHAIRMAN AND CEO UNIVERSAL MCCANN

Bill KolbPRESIDENT AND CHIEF OPERATING OFFICER

MOMENTUM WORLDWIDE

Ben LangdonREGIONAL DIRECTOR, McCANN-ERICKSON EUROPE,

MIDDLE EAST & AFRICA

Pamela Maphis Larrick

CHIEF EXECUTIVE OFFICER MRM PARTNERS WORLDWIDE

Marcio M. Moreira

VICE CHAIRMAN, CHIEF CREATIVE OFFICER WORLDWIDE DIRECTOR OF MULTINATIONAL ACCOUNTS

MCCANN-ERICKSON WORLDGROUP

Jens OlesenREGIONAL DIRECTOR LATIN AMERICA/CARIBBEAN

MCCANN-ERICKSON WORLDWIDE

Dr. Joseph Plummer

EXECUTIVE VICE PRESIDENTDIRECTOR OF RESEARCH & INSIGHT DEVELOPMENT

MCCANN-ERICKSON WORLDGROUP

Stan RappCHAIRMAN EMERITUS

MRM PARTNERS WORLDWIDE

42

Joe Torre CHAIRMAN AND CEOTORRE LAZUR MCCANN HEALTHCARE WORLDWIDE

Chris Weil CHAIRMAN AND CHIEF EXECUTIVE OFFICERMOMENTUM WORLDWIDE

MODUS OPERANDI OF McCANN-ERICKSON

TOOLS McCann-Erickson WorldGroup's unique and proprietary shared tools help unite different

marketing communications disciplines. They unite professionals in different offices

around the world. They provide a common "language" for diverse teams working

together for common clients.

Our tools also set us apart. They are disciplined yet flexible. They combine our best

practices with our cutting-edge thinking.

We have specialized tools in various disciplines, but the centerpiece is the holistic Brand

Optimization Map™. Building off of the foundation of the Road Map to Effective

Communications™, The Brand Optimization Map incorporates the thinking behind the

best strategy and planning processes of various disciplines into a unique, universal

strategic service.

By offering a holistic, integrated approach to strategy development, creative execution,

and campaign evaluation, the Brand Optimization Map service can generate brand ideas

that have the potential to solve clients' fundamental business problems and position their

brands for long-term growth.

CREATING THE DEMAND-CHAIN By systemically linking supply activities from sourcing and manufacturing to distribution

and customer orders, corporations have successfully solved what is called the supply

chain. By enabling "just in time" delivery of products or services to meet demand, this

process benefits marketers through increased efficiency, productivity and lower costs.

But in today's competitive marketing climate, with a renewed focus on building customer

and top-line growth, demand creation is, arguably, the new success factor. To meet this

important business need among all types of manufacturing and service corporations, 43

McCann-Erickson WorldGroup has developed a service that links demand creation

activities to make them more synergistic and powerful, thus helping corporations to

create enduring marketplace growth.

This proprietary service offered by McCann-Erickson WorldGroup is known as Creating

the Demand Chain. This service, also known as the McCann Demand Chain™, provides

marketers with all the critical steps in demand creation in a cohesive, effective, and

optimized manner.

The ultimate benefit of the McCann Demand Chain™ service in whole, or in part, is to

improve demand creation for companies and brands, increasing the sale of products and

services and optimizing top-line revenue.

Creating the Demand Chain™ encompasses a linked set of services involving six "links."

Importantly, marketers can leverage the McCann Demand Chain™ service as a whole, or

in part, since many of the service components can be adapted to the marketer's existing

company activities.

These six service elements encompass Demand Vision, Brand Idea, Resource

Optimization, Brand Contact, Relationship Management and Demand Performance

activities.

While this service and its component services are delivered through an array of marketing

communications operations across multiple channels, their unique linkage makes them

more than the sum of the parts. Each element leverages proprietary, market-tested

McCann-Erickson strategic, collaborative and measurement tools; and each is supported

and optimized by specialized expertise, resources, creativity, software and infrastructure.

Brand Optimization MapThe Brand Optimization Map (BOM) has been created by McCann-Erickson

WorldGroup to provide our corporate clients with a new, more inclusive approach to

strategy development, one that fully recognizes the evolving nature of brand

communications. This strategy development service recognizes that brand marketers

around the world are in a changing relationship to their customers. The Brand

Optimization Map™ thus takes a broader and deeper strategic perspective to account for

the new realities facing marketing-focused businesses today, including their required

coordinated usage of a full range of marketing communications disciplines.

44

In today's highly demanding business environment, the focus has shifted away from

improving profits through operating efficiencies to generating top-line revenue growth.

Demand creation is the new priority.

Demand creation in the new marketing communications environment has become

especially challenging. The technology revolution has surrounded customers and

consumers with a plethora of information and entertainment options, and, as a result they

have become more elusive. The consumer is firmly in control. They expect choice,

information, speed of service, and ease of acquisition. This new multi-channel

environment adds a whole new dimension to the challenge of marketing integration. And

with critical mass so hard to achieve, integration has become the new imperative.

Traditionally, the focus of integration has been the development of a common brand

platform or idea to unite the marketing message across multiple disciplines. This

integration of content is still a core priority.

But today, given the confusion of marketing channels, the increased sophistication and

scope of all our marketing communications disciplines and the emergence of new

internet-based business models, there is a demand for a new kind of integration - the

integration of resources.

The Brand Optimization Map™ is a unique service that brings together these two

fundamental needs in integration, content and resources, under a unified strategic

framework to optimize the marketing communications plan.

It leverages proprietary strategic principles, tools and software that identify marketing

priorities, optimize budget allocation and leverage the full spectrum of marketing

communications disciplines for what they do best, in the right "proportions." The Brand

Optimization Map™ also introduces a proprietary method of evaluating the ROI of the

fully integrated marketing program.

From a standpoint of "the user," The Brand Optimization Map™ is intuitive in concept,

but sophisticated in its ability to embrace the complexities of the new marketing

environment. It facilitates collaboration, idea generation, resource allocation and creative

execution. It is flexible in its ability to be used locally or regionally, for brands, sub-

brands or marketing initiatives, and for any specified marketing period.

45

McCann-Erickson World Group uses The Brand Optimization Map™ service to leverage

the specialized talent and creative energies of all our marketing communications

"corridor" centers of expertise while working collaboratively with our clients to create

powerful brand communications strategies.

The following are the key steps of The Brand Optimization Map™ service:

BRAND OPPORTUNITY Brand Health CheckIn order to create big ideas, we must step back and look at the big picture. To this end,

BOM's Brand Health Check™ service offers a due-diligence process for assessing the

overall health of a brand.

The Brand Health Check™ service factors in evolving consumer perceptions, industry

trends and competitive pressures. By forcing answers to critical questions, it provides the

clarity to recognize major brand opportunities and solve brand problems.

Using the framework of McCann's Universal Marketing Drivers - a set of marketing

objectives that are common to all marketing communications disciplines regardless of

media and message specifics - the service captures the essence of the competitive

marketing situation and diagnoses priorities for both content and resource integration.

McCann PulseMcCann Pulse™ serves as a leading-edge method of generating consumer insight that

informs marketing innovation and execution. McCann Pulse™ insights feed the

development of brand imagery, new products and services and channel strategy.

The McCann Pulse™ service output is based on consumer dialogue held at McCann-

Erickson offices around the world and is reported on the company intranet. Regional

decisions can be made through the collection of key market data, and they in turn are

used to create a comprehensive global picture of evolving trends.

The focus of McCann Pulse™ is as much on the here and now, as where things are

heading. Through proprietary probes, it uncovers what is important in the lives of

consumers, how they view the world changing and what their evolving goals are. These

issues direct us to new product, service, and communications ideas.

46

This McCann Pulse™ service provides the consumer backdrop for the evaluation of the

Brand Opportunity as well as development of the McCann Brand Idea™, via the Brand

Footprint™ and McCann Selling Strategy™ service components.

McCANN BRAND IDEAThe Brand Optimization Map™ platform for content in marketing communications is

determined by the Brand Footprint™ - a statement of the desired meanings, values and

personality of the brand - and the McCann Selling Strategy™ which determines a

powerful strategic idea for creative execution across all marketing communications

disciplines.

The Brand Footprint™ uses McCann's Brand Archeology techniques to uncover the full

depth of meanings and values associated with the brand through the eyes of its customers

and consumers. The McCann Selling Strategy™ draws on this "brand insight" to

determine where the brand needs to be in the future, thus creating a relevant and credible

strategic platform to "propel" the brand towards its destination.

MARKETING MIX McCann Fusion™ 2.0 is a proprietary marketing mix software model that provides the

optimal allocation for each marketing discipline to attack the stated marketing challenge.

It looks at the marketing picture "top down," through software that captures relationships

between our marketing communications disciplines and the Universal Marketing Drivers

in the context of each category and country. The input to McCann Fusion™ 2.0 is the

Brand Health Check. The output is a benchmark budget allocation across marketing

disciplines for Brand Optimization.

As a complement to this "top down" evaluation, McCann's Marketing Task Cycle works

"bottom up" to determine the ideal role for each marketing communications discipline.

The Marketing Task Cycle identifies the barriers that need to be overcome, and assigns

the marketing that can best overcome them. This ensures we address critical brand needs

and leverage our marketing communications disciplines for what they do best, and to the

extent that they can make a difference.

BRAND PERFORMANCE:

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The McCann Brand Clout IndexThe Brand Clout Index™ measures a brand's competitive ability to attract and retain

customers in the marketplace - both currently and in the future. It can be used to help

quantify the Brand Health Check and to track the performance of an integrated program.

Thus it serves as the performance benchmark of The Brand Optimization Map™.

The McCann Brand Clout Index™, managed by NFO WorldGroup research, is currently

being rolled out of test market.

Road Maps to Effectiveness : The Road Map to Effective Advertising

The Road Map to Effective Communications

Why the McCann Road Map Service was Created:

Consumer behavior is harder to understand and predict. Media is proliferating.

Distribution channels are changing. And competition is increasingly fierce. In this fast-

moving environment, it is no wonder many established brands lack a powerful strategy,

often lose direction and many new products fail to connect with customers.

To navigate the ever-changing landscape, McCann-Erickson WorldGroup has developed

The Road Map to Effective Advertising™ and, for total marketing communications

programs, the Road Map to Effective Communications™. This comprehensive service of

proprietary tools is designed to create effective advertising and communications

strategies that make an impact in today's cluttered marketplace. The McCann Road Map

service results in communications strategies that create loyal customers when audiences

are moving targets and strengthen core brand values.

McCann Erickson WorldGroup recognizes the need for consistent, tested methods and

tools for creating communications that build brand value around the world and across

marketing communications disciplines. The McCann Road Map service is used globally

to ensure the consistency and high quality of communications programs around the

world. It is also used throughout the WorldGroup's range of marketing communications

companies to make certain that integrated marketing campaigns work in synergy.

The McCann Road Map's Key Components:

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The Road Map to Effective Advertising™, the prototype system on which The Road Map

to Effective Communications™ is based, is a full arsenal of services to guide the creation

of effective communications. It begins with the development of consumer and brand

insights and ends with the evaluation of the ideas that are used to create customers and

build brand values.

Components of The Road Map to Effective Advertising™ include:

McCann Pulse™ -- the on-going exploratory service for gaining an in-depth

understanding of consumer trends in order to develop relevant consumer insights.

Brand Footprint™ -- for articulating the core brand essence that allows a brand to travel

successfully across marketing landscapes.

McCann Selling Strategy™ -- for converting consumer insights and brand essence into a

focused communications strategy that is unified by a single, driving selling idea.

And finally, McCann AdWorks™ -- a qualitative consumer validation and feedback

process to assess the effectiveness of marketing communication campaigns.

McCann PulseMcCann Pulse™ is the regular monitoring of collective cultural undercurrents at work on

global consumer groups. Its goal is to better understand how these undercurrents affect

consumers and their consumption; whether observed crosscurrents are connected or

isolated; and whether they represent a momentary fashion, a sustainable trend, or a real

cultural shift within a market.

McCann Pulse™ is a proprietary service that provides complete immersion in the lives of

consumers through ongoing monitoring and personal dialogues. Following are the three

components of McCann Pulse™:

The Pulse of Popular Culture

In-depth analysis of the content and symbolism of the various forms of media that both

reflect and influence consumers.

The Pulse of Observers of Change

Ongoing dialogues with leading-edge thinkers whose fields of interest relate to our target

consumer groups.

The Pulse of the Consumer

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Unconventional dialogues with selected consumer constituencies that probe personal

insights and what is new in their lives.

Pulse can offer clients:

• Insight into new values, ideas and trends

• An ability to talk more accurately in the language of consumers

• Consumer perspectives of major marketing issues or events

• Context for new creative ideas

Brand Footprint

The Brand Footprint™ service uses a tool that defines a brand's essence, so that

marketers can manage and build their brands most effectively. It provides a clear

understanding of which values need to be protected and leveraged in brand

communications. And it helps charter a brand's growth into new territories, from

expanding a brand in new geographic regions, to establishing it across multiple product

or service categories, to extending it to an electronic marketspace.

As brands expand, their value and meaning are often put at risk. These risks stem from

the need to reconcile a brand's heritage with product innovation, and from the need to re-

express the brand in the context of new competitive sets, new cultures, and new media.

The Brand Footprint™ service is designed to protect the equity of the brand by

conveying the brand essence clearly and succinctly, but with enough texture to inspire a

range of marketing activities, from product development to integrated communications.

The Brand Footprint™ articulates the three most central brand meanings and its three

most prominent personality characteristics.

McCann Selling Strategy

The McCann Selling Strategy™ is a service that is single-mindedly focused on

generating brand-building ideas. Ideas that attract customers. Ideas that build corporate

and brand franchises. And ideas that create marketplace dominance for clients.

While traditional strategy has often been highly analytic, the McCann Selling Strategy™

offers imaginative conceptualization. It is guided by the McCann Selling Strategy™

platform, a process of analysis and idea generation that helps move a brand from its

current position in consumers' minds to a desired perceptual space.

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The McCann Selling Strategy™ uncovers the motivations of conceptual target audiences

and results in a strategic concept that pinpoints a Selling Idea.

Unlike many traditional strategy briefs that are formulaic, the McCann Selling Strategy™

is a dynamic and living process. It's a way of thinking, working and creating as a team. It

is a discipline pursued with passion - - that ensures that we stay true to our role of

creating ideas that add perceptual value to clients' brands.

McCann AdWorks

As the last stage of the Road Map to Effective Advertising™ service, McCann

AdWorks™ tool ensures more effective marketing communications by providing

feedback from consumers to a proposed campaign expression of the Selling Idea.

McCann AdWorks™ service is tailored to a specific product, a market situation, a

cultural environment. Unlike most leading ad testing firms that offer a simple go/no-go

decision on creative work, McCann AdWorks™ is designed to help us understand

whether we have communicated the Selling Idea we set out to communicate, whether the

Brand Footprint™ is understood and if the campaign is entertaining.

With McCann AdWorks™, we can take the lead in facilitating a real-time discussion

about advertising effectiveness and help clients make the right decisions that lead to

advertising, direct marketing or other marketing communication work that produces great

marketplace results at the earliest stages of creative development.

The McCann Road Map service of proprietary tools has proven valuable to a range of

McCann-Erickson WorldGroup clients around the world. We believe that, as competition

escalates on a global scale, our Road Map service will become even more valuable in the

future.

MOMENTUM EXPERIENTIAL MARKETING PLATFORM Today, consumers take functional features, benefits, quality, and a positive brand image

as a given. What they want are breakthrough service offerings, cutting-edge products, and

brands that they can relate to, connect with and incorporate into their lifestyles.

Increasingly, marketers understand that consumers are living human beings with

experiential needs: consumers want to be stimulated, entertained, educated and

challenged. They are looking for brands that provide meaningful experiences and thus

become part of their lives.

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The degree to which a company is able to deliver a desirable consumer experience - and

use brands to do so - will largely determine its success in the global marketplace in the

future.

Trained to think of marketing and branding in terms of experiences, Momentum

Experiential Marketing™ Services create unique, nearly impenetrable emotional bonds

with consumers. These bonds are based on consumers' real experiences with the brand on

every interactive level. Momentum Experiential Marketing™ Services are designed to

deliver the brand experience during both the pre-purchase period (brand in mind) and the

post-purchase period or consumption period (brand in hand). At Momentum, we know

that companies that spend money on acquiring customers (brand in mind) but fail to

deliver on the brand promise (brand in hand) will ultimately fail, causing high

dissatisfaction and high brand switching.

STRATEGIC APPROACH TO DEVELOPING THE BRAND EXPERIENCE

Our goal is to have the brand embody an experience that is valuable, optimal, and cannot

be duplicated by competitors.

MOMENTUM EXPERIENTIAL MARKETING SERVICES

The ultimate goal of Momentum Experiential Marketing™ is to create holistic brand

experiences for customers. Our strategic approach is guided by a simple formula:

Brand = Reputation (in the marketplace) + Promise (to the marketplace) + Experience (of

customers)

BRAND = REPUTATION (in the marketplace)

The first step is to develop a Brand Footprint™. The Brand Footprint™ is Momentum's

unique tool for defining a brand's essence. The Brand Footprint™ is a coherent statement

of a brand's meaning and personality.

Specifically it embodies:

• What the brand "means". What the brand "means" is what a brand gets credit for

in the eyes of consumers - its reputation across a number of key dimensions. For

example, Bayer means aspirin, doctor recommended, and prevention against heart

attacks.

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• What the brand "is". What the brand "is" is how we would describe the brand's

dominant personality traits - generally those that correspond to its principal meanings.

For example, Bayer is experienced, safe, and versatile.

BRAND = PROMISE (to the marketplace)

The Brand Footprint™ provides critical insight into how the brand is perceived in the

marketplace; this understanding allows us to build meaningful relationships with

consumers. The relationship is a promise that their experience with the brand will be

personally relevant, consistent, meaningful and memorable - an experience that will be

sought after time and time again.

A Brand Promise is essentially a reason for being, a company's long-term ambition for

their brand. It encompasses how the company views its industry today and tomorrow and

the role they want their brand to play in it. It seeks to carve out a premium, non-

duplicable point of differentiation in the marketplace.

A Brand Promise sets forth the foundation needed for organizations to focus in on how

they want the external world to view the brand, redesign operations and strategies in

order to deliver on the promise, and then develop marketing communications to fit with

the image they are trying to portray.

A Brand Promise incorporates every aspect of a brand's business model in order to create

a holistic brand experience for the consumer. At Momentum, we know that public

impressions of brands are based only in part on communication and public images. More

than anything, they are based upon the daily explicit and implicit interactions that people

have with a brand. In other words, the Experience.

BRAND = EXPERIENCE (of customers)

Experiences are personal events that occur in response to some stimulation (e.g. as

provided by marketing efforts before and after purchase). An experience involves the

entire living being and can be infused into a product, used to enhance a service, or created

as an entity into itself. Experiences provide consumers a way to engage physically,

mentally, emotionally, socially or spiritually in the consumption of the product or service

making the interaction meaningful and real.

A comprehensive set of Momentum Experiential Marketing™ Service Drivers creates the

optimal consumer brand experience for your product or company.

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Momentum Experiential Marketing™ Service Drivers ,

Communications

Advertising

Promotions

Co-Branding

Events

Sponsorships

Product Placement

Visual/Verbal Identity

Name

Logos and Signage

Product Presence

Product Design

Packaging

Brand Icons

Web Sites and Electronic Media

Site Dynamics

In summary, to effectively develop a brand experience that is meaningful and continually

sought after, we must:

• Fully understand the meaning of the brand, its personality and what consumers

are willing to give the brand credit for in the marketplace - Brand Footprint.

• Relate the brand to the consumer in unique, consistent, relevant and meaningful

ways, creating a non-duplicable point of differentiation - Brand Promise.

• Realize the promise in every interaction the consumer has with the brand - The

Experience.

Developing a sound strategy will allow us to determine the best way to actualize the

promise as part of a full-scale consumer experience platform. Momentum Experiential

Marketing™ Services enable us to bring the experience platform to life.

Brand Citizenship

Why the Brand Citizenship Service was created:

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Due to the revolution in global communications and commerce, McCann-Erickson

WorldGroup recognize that there has been a sea change in the perception of brands.

Brands, these global icons, have become the new symbols, the new coats of arms that

represent vast global constituents. They cross borders and national culture at will. They

are neither products nor companies; they are worldwide constituencies of millions around

the globe bound by common beliefs, values and point of view that transcend all

traditional boundaries. They have become repositories and symbols of a global

community of individuals who share core values, lifestyles and beliefs.

Brand Citizenship™ is a service that facilitates the development of marketing and

communications strategies in this ever more global constituency led market environment.

It begins with the development of new mindset tools, and practices before moving on to

how brands and corporations should operate in a world where brands begin to supercede

states and other organizations.

Brand Citizenship™ utilizes the very latest thinking in considering the brand in its new

environment. The role of the brand steward in worldwide constituency management is

examined: in particular how he identifies his citizenship, and the means and methods to

enter a dialogue with the citizen. Analogies are drawn from the past in order to gain fresh

insight on the role and the responsibilities of the brand steward - someone we come to

consider more akin to a leader of a nation rather than a manager of a product. Attention is

also given to the role of the employee who plays a vital part in Brand Citizenship™ by

creating and perpetuating the brand.

The Brand Citizenship™ Service incorporates the use of other McCann-Erickson

proprietary tools such as The Brand Footprint™ and The Selling Strategy™ (as detailed

in The Roadmap to Effective Communications™) in the process of managing global

Brand Citizenships. This process is broken down into three key areas - citizenship

definition tools, communications corridors and a pervasive worldwide system.

The Brand Citizenship™ Service has proven valuable to a range of McCann-Erickson

WorldGroup clients around the world. We believe that in the increasingly competitive

global village in which we operate, our Brand Citizenship™ Service will become even

more valuable in the future.

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SWOT ANALYSIS:-

STRENGTHS:-

1) Planning is a major strength of this agency. This is because Mc Cann is the only

agency whose president is the planner.

2) Also, as far as overall account planning ability , Mc Cann Erickson stands 4 th

amongst all advertising agencies worldwide.

3) On the creative ability front, Mc Cann Erickson bags third position in the list of

top ten advertising agencies.

4) Mc Cann Erickson is a worldwide organization with its roots firmly penetrated

into the soils of advertising and marketing with many subsidiaries and group

concerns , Mc Cann Erickson has aggressively tapped the world market and

consolidated its ground in all spheres.

5) Mc Cann Erickson is a highly professionally managed organization. Its executives

are its major assets as is clear from their contributions to Mc Cann and their

portfolios.

6) In India, an overall basis i.e. on the grounds of quality of client servicing, overall

creative quality, account planning, overall partnership, media, market recognition,

overall organization/people, billing procedures, management of financial dealings

with clients &logistics, Mc Cann stands 4th in the list of Top 20 agencies.

7) Mc Cann Erickson’s biggest strength is the quality of human resources it

possesses. With people like Sorab Mistry who is the CEO South-Asia Mc Cann-

Erickson , Santosh Doshi, Prasoon Joshi and Chintamani Rao, Mc Cann not only

races ahead of agencies like Contract , Mudra and Leo Burnett but also has a huge

potential for the future. Prasoon Joshi, earlier creative director of O&M’s Mumbai

Office, now a national creative director of Mc Cann Erickson is the second

amongst India’s hottest creative directors. In a short period of time, he has

managed to upstage a number of heavyweights to sit pretty at number two on the

list of most admired creative directors.

WEAKNESSES:-

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1) Client Servicing is a major weakness for Mc Cann Erickson. On grounds of client

servicing, Mc Cann is the 5th position in the list of 15 advertising agencies; way

behind agencies like JWT, O&M, Lowe &Mudra.

2) Also, though McCann bags the third position on grounds of creative ability, it is

mainly due to the strength of its Coke campaign and to a lesser extent the work on

chlormint.

3) As far as media planning is concerned, universal McCann is not very strong. It’s

on the 9th position and just followed by R K Swamy .In terms of market

recognition also, Mc Cann is not very commanding. McCann Erickson hasn’t

bagged too many awards and it’s also not very strong at managing its P.R

4) Universal McCann also lags behind most of its competitors in media buying and

planning. That is to say, it does not incur much of an expenditure on advertising

i.e. buying media, research and development.

OPPORTUNITIES :-

1) McCann Erickson is a worldwide organization ; having its branches in many parts

of the world. With international tie-ups and subsidiaries in every nook and corner

of the world, McCann is in a very strong position to fruitfully tap the resources

unique to every country and also make an optimum exploitation of the conditions

and the environment prevailing in each of these nations.

2) McCann is empowered with professionals having diversified experience and skills

in the field of advertising and marketing. This can be utilized by the organization

in overcoming its above-mentioned weaknesses to a greater extent.

3) Empowered with a worldwide reputation, McCann is also capable of diversifying

into other sectors of advertising and marketing and also other forms of media.

Besides, being an organization of international repute, it is also capable of

recruiting some of the best people in the industry on whose individual strengths it

can continue to remain a world-leader and a trail-blazer in this field.

THREATS :-

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1) If McCann does not improve its client-servicing, then it can prove to a major

threat in the growth of the organization. This is because of the fact that most of

the other organisations who are close competitors of McCann have already

improvised on their client-servicing abilities.

2) McCann’s poularity is mainly due to some of its successful campaigns. It has still

to improve a lot on its creative abilities. Barring a few clients like Coke and

Chlormint, the other ad campaigns of McCann have lacked creativity. So in order

to remain in the top frame, McCann has to concentrate on its creativity.

3) Lack of proper media planning is also a major threat for McCann. It has to

improve a lot on this aspect to survive the competition.


M U D R A

HISTORY

It was a rather humble beginning ;No thunder, no lightning, no guardian angels

showering of blessings

In 1980, Mudra had one client - Vimal and a 500sq.ft. Office Its objective was very

simple To create the best contemporary advertising which Mudra did.

Mudra really is not sure if it made the advertising fraternity sit up and take notice But

others definitely did which explains how nine years hence, Mudra was the largest Indian

advertising agency And today, 23 years hence, Mudra have 125 clients nationwide

And 3 agencies, 8 offices and 6 divisions in India and an equity partnership with DDB

Worldwide And a capitalised billing of Rs. 7.8 billion And a portfolio of some of

India’s best brands And Agency of the Year awards six times

And if its words are not enough, here are a few from its clients

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“If you’re looking for an agency that can be part of hits own team, that cannot be called

an agency, but is a part of its family. That treats its products as their product and whose

people will work as if they’re working in its organization, there’s only one agency. That

is Mudra.”

-Piruz Khambatta, CMD

Rasna Enterprises Ltd.

“They’re completely involved in the brand. They take an active role and see them as a

partner.”

-Amit Jatia, MD

McDonald’s Hardcastle Restaurants.

Spirit

Every brand has a descriptor. Every brand has a baseline. And being in the business of

creating them makes Mudra eligible for four

Made in India

Mudra was created by a group of individuals whose only credentials were being Indian

and knowing India Together they took India to the Indian and went on to become the

largest Indian advertising

agency Mudra (starting with the name) is made in India, for India, by Indians

Success is Mudra’s Oxygen It is constant discontent and craving that has taken Mudra

where they are It has forced them to continually raise their own benchmarks thereby

helping them stay ahead of the competition. “Success is what keeps them going, success

is what they keep going for”

PIONEERS IN ADVERTISING INDUSTRY

In an industry that sets trends, to be a trendsetter is no mean achievement. Yet, in the 23

years of its existence, Mudra has set trend after trend. To the extent that if it is something

new, Mudra is somewhere in the picture. Here are some of the examples :

• It was Mudra that first gave India double spread colour ads

• It was Mudra that first sponsored commercial telecast of a major sporting event

with the India-West Indies series of 1983

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• It was Mudra that first branded a public issue, `Reliance Khazana'

• It was Mudra that made India's first telefilm, `Janam'

• It was Mudra that gave Doordarshan `Rajani", the serial that heralded a new

consumer awareness in India

• It was Mudra that gave India its first academy for advertising The Mudra

Institute of Communications, MICA

• It was Mudra that gave India its first transnational agency, Mudra International

• It is Mudra that gave India her first advertising archives, the MAGIndia

DIVISIONS OF MUDRA

DIVISION PROFILE

Public Relations:

Horizons

Horizons is Mudra’s PR division. Currently, it has three full service offices in Delhi,

Mumbai and Bangalore with access to human resources and infrastructure in Ahmedabad,

Calcutta, Chennai, Chandigarh, Hyderabad, Indore, Jaipur and Pune

Horizons is an affiliate of Porter Novelli International the world's third largest PR

network spread across 40 countries worldwide.

Over the past ten years, Horizons has been instrumental in helping clients from various

industries enter the Indian market. And having worked with a range of clients gives

Horizons the experience to handle projects of any kind and magnitude.

Horizons handle the Public Relations activity not only for some of Mudra's clients but for

a large number of other corporates as well.

Activities include

communications strategy,

Media relations, corporate communications, brand communications, event management,

sponsorships,

Employee communication and

Crisis management.

Founder

A.G. Krishnamurthy :- 60

We are not really sure whether the local astrologer saw what the boy born on the 28th of

April, 1942 at Vinukonda in Andhra Pradesh would go on to achieve nor whether

Shri A. G Krishnamurthy’s teachers saw that their student would go on

To make advertising history

In ‘68, he joined Calico Mills in Ahmedabad and in ‘72, moved to their advertising

agency, Shilpi Advertising In ‘76 he moved to Reliance Industries as their advertising

manager Four years later, on 25th March, 1980, he founded Mudra Communications.

This is where the story begins:

Once he said that as a result of all the years he spent in Ahmedabad, a little bit of the

Gujarati’s entrepreneurial spirit has rubbed off on him May be such things do happen

Shri Krishnamurthy started with

1 brand, Vimal The chain he set up today has a 125 links, a 125 clients

In ‘91, he created the Mudra Institute of Communications, Ahmedabad (MICA), the only

advertising school of its kind in Asia

A couple of years later came Mudra International, again the first time an Indian agency

had opened shop abroad

In ‘95 Shri Krishnamurthy was nominated Advertising Person of the Year by A&M,

India’s leading marketing journal

In ‘97, he was inducted into the Calcutta Ad Club’s Hall of Fame

In ‘98, the British magazine

‘Media International’ nominated Shri Krishnamurthy as one of the 25 key figures in the

international advertising industry

In ‘99 he was awarded the AAAI-Premnarayen Award in recognition of ‘his pioneering

spirit and entrepreneurial vision’

After an eventful stint spanning 23 years as Chairman and Managing Director of Mudra,

Shri A G Krishnamurthy retired on 31st March 2003

LIST OF AWARDS

Mudra has collected many accolades over the years including the "Agency of the Year"

award for 6 years besides the induction of Shri A.G.Krishnamurthy (CMD) into the

Calcutta Ad Club Hall of Fame; his being chosen as the Ad Person of the Year by A&M;

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his nomination as "one of the 25 key figures of the international Ad Industry" in 1998 by

British Magazine - Media International; and the AAAI-Premnarayen Award in

recognition of his pioneering spirit and entrepreneurial vision

1993 | Total awards 55 Agency of the Year - A&M

1994 | Total awards 52 Agency of the Year - Bangalore Ad Club

1995 | Total awards 84 1) Agency of the Year - A&M

2) Advertising Person of the Year

(A.G.Krishnamurthy) - A&M

1996 | Total awards 90 Agency of the Year - Calcutta Ad Club

1997 | Total awards 67 Agency of the Year - The Pioneer

Hall of Fame (A.G.Krishnamurthy) - Calcutta Ad Club

1998 | Total awards 87 The British magazine "Media International" nominated

A.G.Krishnamurthy as one of the 25 key figures of the

international advertising industry

1999 | Total awards 60 Agency of the Year - Delhi Ad Club

AAAI - Premnarayen Award A.G. Krishnamurthy in recognition of his pioneering

spirit and entrepreneurial vision

2000 | Total awards 72 (36 Awards of MAG)


Creativity 31, USA (7 Gold Awards)


MAJOR CLIENTS

Product/Service

Category

Brand Name Client Name

Adhesives Jubilant Vam Organics

Air Coolers Symphony Symphony Ltd.

Airline Air India Air India

Anti-Infective – Prickly

Heat

ItchGuard DermiCool Paras Pharmaceuticals Ltd.

Antiseptic Creams - Heel Krack SR Paras Pharmaceuticals Ltd.62

Care

Antiseptic Lotion BoroSoft Paras Pharmaceuticals Ltd.

Automobile Dealers Popular Popular Vehicles & Services Ltd.

DIVISIONS

D.D.B PROFILE:

In 1988, Mudra decided to collaborate with an international agency an agency with the

vision, experience and determination to set standards for the profession .That agency was

DDB Worldwide, part of the Omnicom Group.

This affiliation gives them access to the best creative product, latest information

technology, media modelling, direct marketing and other international advertising and

marketing inputs

But the theme that binds them together is their definition of advertising. The concept of

the Third Dimension as they put it, and Return on Inves”ent (ROI) as their colleagues at

DDB see it.

Over the years, the interactions have led to a better creative product and a better

understanding of product categories It is this spirit of trying to be the best at everything

one does that today binds Mudra and DDB together

INTERACT VISION:

Interact Vision Advertising and Marketing (P) Ltd. was the combination in 1992 of two

Mudra Group companies, Interact and Vision.

If there is anyone today who can claim to be as close to India and Indian values as Mudra

is, it is Interact Vision This tradition has helped shape its characterThe agency does not

just take on an account It adopts the business sharing the burdens, responsibilities,

rewards and disappoin”ents.

Today, the Interact Vision portfolio includes several multinationals as well.

At Interact-Vision, the stress has always been on effectiveness .This they did by never

losing sight of the three factors that have contributed to our effectiveness - relevance,

impact and focus.

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In 1980, Mudra started with a modest turnover of Rs.30 lakh in the first year of

operation The first few years indicated a placid growth rate of 25% From 1985 onwards,

turnover accelerated at a furious pace

Managing Director & Chief Executive Officer

Mr. Madhukar Kamath

Executive Director & Chief Creative Officer

Mr. Alan D’Souza

New Initiative

Mr. R. Lakshminarayanan

Leadership, Learning & Change

Mr. Prabir Purkayashta

Total Branding (South)

Mr. Dilip Upadhyaya

Executive Director & Head

Branches

Kolkata

CFO – Hemant Mishra

Director – Amritendu Roy

Mumbai

President – Jude

Fernandes

Bangalore & Chennai

Vice President – S.

RadhakrishnanBranch Director

–Ashok

Vidyasagar

Hyderabad / KochiVice

President – Mr. Bal

DeshpandeManager –

Mr. G. Serenity

Ahmeda-Bad

Exe. Vice President

Mr. Chandan

Nath

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SWOT ANALYSIS OF ADVERTISING AGENCIES - A COMPARATIVE STUDY

S. No.

Basis Name of the agency

National Agencies International Agencies Xebec Mudra Canco Carat McCann

Ercikson1 Does the agency

conduct a SWOT Analysis of its clients i.e. whether it assesses the strengths, weaknesses of its clients and whether it makes an assessment of the level of knowledge possessed by its client pertaining to the field of advertising

Yes Yes Yes Yes Yes

2 Does the agency have any international tie-ups

No No No

This is an international agency with subsidiaries all over the

world

This is an international agency with

subsidiaries all over the world

3 Does the agency enjoy patronage from any multinational clients ?

Yes Yes No Mostly the clients are

multinational

Mostly the clients are

multinational

4 Scope of operations

Medium Large Medium Large Large

5 Does the agency specialise in any one type of media ?

Yes Yes No Yes No

6 Media in which the agencies specialise

Print Print There is no such one media in which this agency specialises

Electronic There is no such one media in which this agency specialises

7 Quality of human resource

The top level of management does not comprise of people who are from the field of

As far as the top level of management is concerned, it consists of professional people as is reflected in

As far as the top level of management is concerned, the office-bearers are professional people having

As far as the top level of management is concerned, it consists of professional people as is reflected in

As far as the top level of management is concerned, it consists of professional people as is reflected in the

65

adveritising or who are having some sort of an experience. Though they may be well-groomed in their decision-making abilities and framing of policies, they don't have that proper academic background

the approach and the decision-making activities of the agency

an academic background in the field of management or marketing and having an experience in this field. However, the number of people in the top level who have the decision-making authority are too few and the line staff is relatively much

the approach and the decision-making activities of the agency

approach and the decision-making activities of the agency. The founders of this agency were themselves men of dignified stature, personified background and dynamic entrepreneurs. It is basically because of the foot-work of these founders on which the successors have tread and led the agency to great heights of name and fame.

8 Decision-making Largely centralised

Decentralised Largely centralised

Decentralised Decentralised

9 Area of operation Local as well as international

Local as well as international

Local Mostly international

Mostly international

10 Clientele base Broad based Broad based Not broad based

Broad based Broad based ; throughout the

world11 Transparency of

operations The agency

believes in making its operations transparent as is quite evident form the fact that a lot of information can be obtained by any one from various sources like websites, personal visits etc.

The agency believes in making its operations transparent as is quite evident form the fact that a lot of information can be obtained by any one from various sources like websites, personal visits etc.

Although the agency has not created any website (which is presently under development) being a local and a small-sized agency it is possible for local and medium-sized prospective customers to avail of its services.

Though, the agency has given plenty of information about its operations on websites etc. it is practically difficult for a small prospective customer to hunch out for them

Though, the agency has given plenty of information about its operations on websites etc. it is practically difficult for a small prospective customer to hunch out for them

12 Types of customers catered to

Mostly corporates

Mostly corporates

Every type of customer from individuals to corporates.

Mostly corporates

Mostly corporates

13 Whether the agency has engaged the

Yes Yes No

No information available

No information available

66

services of any celebrities for endorsement of its clients' products and services ?

COMPARISON BETWEEN GROSS INCOME OF TOP 25 AGENCIES

S.No. AGENCY GROSS INCOME (Rs. In lakhs)

(2001)

1 JWT 20743

2 O & M 12587.4

3 Mudra 10696

4 FCB-Ulka 8648.4

5 Rediffusion DY & R 7520.4

6 McCann-Erickson India Ltd. 6183.6

7 R K Swamy / BBDO Advertising 4415.9

8 Grey Worldwide (I) Pvt. Ltd. 4250

9 Leo Burnett India Pvt. Ltd. 3759.1

10 Contract 3209.8

11 Euro - RSCG 3060

12 Pressman Advertising 2928.4

13 MAA 2676

14 IB&W Communications 2665.7

15 Triton Communications Pvt. Ltd. 2186.2

16 Ambience D'Arcy 2180

17 Bates India 2107.2

18 Percept Advertising Ltd. 2076.6

19 Saatchi & Saatchi 1599.8

20 TBWA Anthem 1438.9

21 Everest 1329.6

22 Madison Communications P.Ltd. 1148

67

23 SSC & B Lintas 1120

24 Publicis 1108.1

25 Quadrant 985.8

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ADVERTISING AGENCIES

COMPARITIVE STUDY

Growth of Advertising Agencies :

The XIIth Agency Report of A&M magazine makes the remarkable disclosure that the ad

industry remained steady in 2000-01, with a growth figure of 23.51 per cent, only slightly

less than the XIth Agency Report's figure of 24.83 per cent for 1999-00. No surprise

there, given that the ad industry growth rate is typically four times the economic growth,

in any country (though India had a higher ration during the mid-1990's boom).

68

The magazine has made a shift in the reporting emphasis following change in accounting

policies of many agencies, from capitalised billings earlier to gross income. "This makes

no difference to the agency ranking, since it was always done by gross income - which is

the audit-certified figure that agencies submit to A&M. But it does influence the way we

speak of the industry's size," the survey said.

• In rupee terms, the Gross Income of the Top 100 agencies stands at Rs 12,753.60

million for 2000-01, as compared to their total of Rs 10,325.81 million in 1999-

2000.

• In terms of Capitalised Billings (Gross Income multiplied by 6.67), the industry

figure for 2000-01 stands at Rs 85,066.51 million.

• Together, the Top 5 participating agencies this year, HTA, O&M, Mudra, FCB-

Ulka and Rediffusion DY&R (Lowe Lintas opted not to participate), account for

47.2 per cent of the Top 100's total Gross Income.

• WPP Group has penetrated India so well (with HTA, O&M, Contract, Fortune,

Equus and Rediffusion DY&R) that it has a 34.7 per cent share of the Indian ad

pie in 2000-01 with five participating agencies in this year's report.

• More than half the Top 100 agencies (62) have grown between 0 and 40 per cent.

Eight agencies have growth rates above 100 per cent - Bates, Capital, Rashtriya,

MX, Brand.comm, Quiksel, Triple ESS and RMG.

• Of the Top 100, 13 agencies have reported negative growth - Impulse, Interact

Vision, National, Crescent, Thumbprint, Elegant, Shells, Avishkar, TV ADS,

Siddhartha, Batha, Wide Reach and TAS Vision.

• The big surprise comes from Moulis Euro RSCG, which jumps from No 44 to No

17. The Havas umbrella seems to have worked some wonders.

In the globalisation era, big agencies have found it impossible to survive without

any foreign partnership. That's the power of globally-networked advertising agencies -

still the biggest force of change in Indian advertising, a decade after the market was

thrown open to foreign inves”ent.

Though Indian agencies have no real cause to rejoice as growth may not be anything

compared to the advertising exuberance of the mid-1990s when growth peaked at 49.5

69

per cent in 1994-95, but it is good by global standards, the magazine noted while

releasing the survey report

Top 20 Advertising Agencies

RANK AGENCY

1999-00 2000-01

1 1 Hindustan Thompson Associates Ltd

2 2 Ogilvy & Mather Pvt Ltd

3 3 Mudra Communications

4 4 FCB-Ulka Advertising Ltd

5 5 Rediffusion-DY&R

6 6 McCann Erickson (India) Ltd

7 7 R K Swamy/BBDO Advertising Pvt Ltd

8 8 Grey Worldwide (I) Pvt Ltd

9 9 Leo Burnett India Pvt Ltd

11 10 Contract Advertising (India) Ltd

15 11 Euro RSCG Advertising Pvt Ltd*

10 12 Pressman Advertising & Marketing Ltd

12 13 MAA

13 14 iB&W Communications Pvt Ltd

16 15 Triton Communications Pvt Ltd

18 16 Ambience D'Arcy Advertising Pvt Ltd

44 17 Moulis Euro RSCG Advertising Service Pvt Ltd

-- 18 Bates India

17 19 Percept Advertising Ltd

70

19 20 Saatchi & Saatchi Ltd

Top 20 Advertising Spenders

RANK COMPANY YR. ENDING AD SPENDCHANGE OVER

PRVS YEAR (%)

1999-00 2000-01

1 1 Hindustan Lever Dec 2000 696.58 -5.60

2 2 Colgate-Palmolive India Mar 2001 213.96 10.30

3 3 ITC Mar 2001 183.32 -0.96

4 4 Dabur India Mar 2001 146.08 21.71

-- 5 LG Electronics India Dec 2000 131.4 70.16

5 6 Nestle India Dec 2000 128.46 13.59

6 7 McDowell & Co Mar 2000 118.94 26.60

7 8 Bajaj Auto Mar 2001 102.53 13.62

-- 9 Maruti Udyog Mar 2000 88.20 34.39

-- 10 Herbertsons Mar 2000 85.93 13.16

9 11 Britannia Industries Mar 2001 85.29 10.75

8 12 Godfrey Phillips India Mar 2000 85.15 30.94

12 13 Marico Industries Mar 2001 79.82 36.03

-- 14 Godrej Industries Mar 2001 77.54 106.55

14 15 Telco Mar 2001 71.89 47.56

25 16 SKB Consumer Healthcare Dec 2000 69.36 61.98

10 17 Tata Tea Mar 2001 64.63 -5.22

71

-- 18 Hyundai Motor India Mar 2000 63.73 222.52

17 19 Hero Honda Motors Mar 2001 61.12 30.57

-- 20 Reckitt Benckiser India Dec 2000 61.01 8.48

Source : www.mind-advertising.com/us/om_us.h”

Agencies Ranking

( on the basis of services offered)

Agency Ranks (On the basis of)

Creativity

Ability

Client

Servicing

Account

Planning Ability

O & M 1 2 2

Lowe 2 3 3

McCann-Erickson 3 5 4

Contract 4 6 6

JWT 5 1 1

Mudra 6 4 7

Leo Burnett 7 9 8

Publicis Ambience 8 15 15

Enterprise Nexus 9 14 11

Rediffusion DY & R 10 8 10

FCB-Ulka 11 7 5

Grey Worldwide 12 10 13

R K Swamy BBDO 13 11 12

Bates 14 12 9

Euro RSCG 15 13 14

On the basis of topography

West North East

72

http://www.mind-advertising.com/us/om_us.htm

O & M 1 1 1

Lowe 2 3 3

JWT / HTA 3 2 2

Contract 4 6 5

McCann 5 4 9

Leo Burnett 6 8 NA*

FCB - Ulka 7 7 NA*

Mudra 8 5 6

Publicis Ambience 9 NA* NA*

Grey Worldwide 10 10 NA*

Rediffusion DY & R NA* 9 7

Bates India NA* NA* 4

Saatchi & Saatchi NA* NA* 10

* NA = Not Available

2001 Top 10 Multinational Advertisers (Ad Age International Nov 11, 2002)1. Procter & Gamble Co. Worldwide advertising expenditure US$3,820.1 million

2. General Motors Corp. Worldwide advertising expenditure US$ 3,028.9 million

3. Unilever. Worldwide advertising expenditure US$3,005.5 million

4. Ford Motor Co. Worldwide advertising expenditure US$2,309 million

5. Toyota Motor Corp. Worldwide advertising expenditure US$2,213 million

6. AOL Time Warner. Worldwide advertising expenditure US$2099.8 million

7. Philip Morris. Worldwide advertising expenditure US$1,934.6 million

8. Daimler Chrysler Worldwide advertising expenditure US$1,835.3 million

9. Nestle SA. Worldwide advertising expenditure US$1,798.5 million

10. Volkswagen Worldwide advertising expenditure US$1794.1 million

Major Advertisers by Region

2001 Top 10 Multinational Advertising Agencies (Ad Age Intnl., April 2002)

1. Dentsu. Worldwide gross income: US$2,078.1 million

2. McCann-Erickson. Worldwide gross income: US$1,857.9 million

3. BBDO Worldwide. Worldwide gross income: US$1611.7 million

73

http://www.techsetter.com/bbdo/welc/welcome.html

http://www.meric.com/meww/insider.htm

http://www.dentsu.co.jp/DHP/

http://adage.com/dataplace/GLOBAL_MARKETERS.html

http://www.volkswagen.com/

http://www.nestle.com/

http://www.daimlerchrysler.com/

http://204.189.36.1/philmor/

http://www.aoltimewarner.com/flash.adp

http://www.toyota.com/

http://pathfinder.com/money/hoovers/profile/byid_html/10597.html

http://www.unilever.com/

http://pathfinder.com/money/hoovers/profile/byid_html/10640.html

http://www.pg.com/

4. J. Walter Thompson. Worldwide gross income: US$1,536.1 million

5. Euro RSCG: Worldwide gross income: US$1,441.2 million

6. Grey. Worldwide gross income: US$1,321 million

7. DDB Needham. Worldwide gross income: US$1,214.6 million

8. Ogilvy & Mather. Worldwide gross income: US$1,135.4 million

9. Leo Burnett. Worldwide gross income: US$1,072.3 million

10. Publicis Worldwide. Worldwide gross income: US$1,066 million

COMPARISON OF AGENCIES ON THE BASIS OF WORLDWIDE GROSS

INCOME

S.No. Name of the Agency Worldwide Gross Income (Rs. In millions)

1 Dentsu 2078.1

2 McCann-Erickson 1857.9

3 BBDO 1611.7

4 J. Walter Thompson 1536.1

5 Euro RSCG 1441.2

6 Grey 1321

7 DDB Needham 1214.6

8 Ogilvy & Mather 1135.4

9 Leo Burnett 1072.3

10 Publicis 1066

74

http://www.publicis.com/index_eng.htm

http://www.leoburnett.com/

http://www.ogilvy.com/

http://www.ddbn.com/

http://www.grey.net/

http://www.eurorscg.com/

http://www.jwtworld.com/

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Name of the Agency

Worldwide Gross Income

GROWTH OF ADVERTISING AGENCIES

Year No.of Agencies Year No.of Agencies

1939-40 14 1992-93 591

1949-50 61 1993-94 620

1959-60 74 1994-95 651

1969-70 108 1995-96 702

1979-80 168 1996-97 718

1983-84 310 1997-98 741

1987-88 460 1998-99 750

1990-91 568 1999-2000 757

1991-92 588

75

0

100

200

300

400

500

600

700

800

No. of Agencies

1939-40

1949-50

1959-60

1969-70

1979-80

1983-84

1987-88

1990-91

1991-92

1992-93

1993-94

1994-95

1995-96

1996-97

1997-98

1998-99

1999-2000

Years

Growth of Advertising Agencies

SUGGESTIONS AND RECOMMENDATIONS

The world of advertising and advertising agencies has experienced a revolution. It’s a

jungle out here, the one who slays survives. In an attempt to be fiercer and outsmart the

competitor’s, today the agencies don’t spare a second thought in going to any heights.

Quality is compromised, games are played and the poor customer is made the scapegoat.

Code of conduct is restricted to paper, the reality is different and darker than it appears.

We may find agencies doing some honest business but the names are few and heard once

in a blue moon. In a bid to conquer the world, we have seen many a agency becoming

Alexander. In view of the current scenario and with a vision of the future, the following

recommendations can be cited:-

1) Agencies should accept more social responsibilities and endeavor towards their

maximum fulfillment. They can win the game by winning the customers. Feelings should

not be encashed and emotions should not be auctioned. There have been recent cases of 76

agencies making misuse of situations of immense tension and riots in propoganding their

product in a bid to rake in a big fortune.

2) Agencies must be made to contribute a fixed percentage of their gross incomes for

advocating social cause. This will also help agency earn a very good patronage and

maximize customer loyalty.

3) There should be certain standardization of fees and benchmarks should be laid down

for the advertisements that are put on display on our minds, in aspects of quality,

vieworship.

4) They should improve their accessibility and transparency. Though big agencies cater

to the needs of the elite, they should also be available to the less deprived ones too.

Education and knowledge should be spread through these agencies in the form of

advertisements.

5) Products and services should be made to pass through several tests before they are put

to display. Also a SWOT analysis of the product or the service to be advertised should be

made.

6) After sales-service should be improved and customers should be spontaneously

attended to in times of dissatisfaction and appeal.

7) Services provided should be diversified and new avenues should be tapped for own

growth and for providing better service to everyone.

8) Outsmarting competitors in a bid to capture the market at the cost of quality and

customer well-being should be replaced by healthy competition and a humane touch.

9) Co-operation should be provided at all levels and accessibility even to the master

minds should be improved for better management and better relationships.

77

CONCLUSION

From the study presented hereinabove, we come to know many faces of the multi-

faceted world of advertising agencies, some dark horses and some aggressive lions. Each

and every agency is a world in its own ----- with uniqueness in its modus operandi,

variance in their aggressiveness and intensities and relativity in their positions. From

agencies catering to the needs of localised with a modest level of infrastructure and

human resources, we have seen king-size ones who make it to the Cannes every year. The

aim is the same, the game is different. The goal is the same, the ball is different. The

mission is the same, the vision is different and the objective is the same, the perspective

is different. They are all preparing the same dish to satisfy guests like us but their recipe

is unique. Their manouverability, vulnerability to threats, opportunities, strengths and

their intrinsic weaknesses posing obstacles in their journey to the sky all vary drastically

and understandably. though the blood running in their veins is the same, their brains are

unique thinktanks. Whatever may be the unity in diversity, the world of advertising is 78

very much flambouyant, enthusiastic, glamourous and appealing and so is the fantasyland

created on our minds by the advertising agencies. It's only because of these advertising

agencies that we are subject to mind-boggling bombardment of commercials and

advertisements. This bombardment has not only increased the level of awareness amongst

us but also the stupendous technological, industrial and commercial development but has

also given a new makeover to our static lifestyles.

If knowledge is power, then we are so empowered due to the powerful impact of

the medias on our minds, bodies and souls. Although for these professional-to-the-core

agencies, its nothing but a mint, for us its a revolution. Revolution resulting into

evolution --- of products, services and people. Just like food without salt is indelible, a

day in one's life without an exposure to some new advertisement is unbelievable. Just as

every coin has two sides and every person has two faces, a fair and a dark one, so do

these agencies. All that glitters is not gold and all that is unrequired is also sold.

These advertising agencies have doubtlessly opened many new paraphernalias

and made the wind of revolution blow on our continent. They have enlightened the entire

country, made the life of an ordinary laymen extraordinary, raised the standard of living,

helped in the economic and commercial development, unfolded a red carpet for new

ideas, imagination, innovations and qualitative sophistication but then they sometimes

appear in front of our eyes as skeletons dressed in bridal vein. Why is it so?

Some call it over-professionalism, others call it over-materialism but then we all

know that today everything is fair in love, war and advertising. Every agency wants to

pull down the other to make it to the top. Well, in this cat-race and times of cut-throat

competition, the common layman always gets the maximum benefit since he is

responsible for the bread and butter of these agencies. however, it is also pertinent to note

over here the fact that many a time the audience is subject to foul-play. Unfortunately, in

an attempt to scale the highest peak, the consumer is made a dumping ground where even

garbage is covered by garland for easy dumping. The agencies make use of super-humans

in the field of cricket, movies, T.V. sops to endorse the products and services of the

companies which may also be of a sub-standard quality for they know that imitation and

emulation is in the nerves of every Indian and that glamour always has a mesmerising,

hypnotising impact on nerve cells. It is a very sorry state of this industry that following

79

ethics is itself unethical today, and ethical is considered as impractical. The books

propose, the crooks dispose. And every damage to health and peace is backed by the

sincerest of the justifications and the most convincing demonstrations churned out from

the advertising gurus' brain factories.

Take the incident-of-the-day case of soft drinks like Coke and Pepsi. Brands of

multinational giants and advertised so appealingly that they have created an appalling

effect. Too late to realise the fact (or is it ?) and too late to affect the producers' and

marketers' images. Well, it is certain that many injurious products are also publicised as

items of harmless consumption and the buyer is an easy prey to the bombardment of

sophisticated publicity.What is required of these agencies is to unearth the deeply buried

ethics and codes of conduct under the burden of over-professionalism, over-materialism

and selfish profiteering. Though profits are the key benchmarks for every company, no

profit can last on dissatisfaction and denudation of consumer and his welfare.

"A stitch in timesaves nine" and "it is never too late to mend". It will announce a

bright future for producers and advertising agencies that advertise their products and

services if they stitch one button before the shirt becomes buttonless. And ...... buttonless

shirts are immediately discarded.

ANNEXURE

Questionnaire sent to the advertising agencies

GENERAL INFORMATION

Name of the agency.

Date of incorporation.

Location.

Foreign collaboration, if any?

Number of branches and the location of their subsidiaries

What type of advertising agency (Full service, creative boutique, specialist

agency, agency network, subsidiary of large agencies, in house agency)?

INFORMATION ABOUT CLIENTS

80

Name your top clients

Cost-Benefit Analysis for the agency as well as for it’s clients.

Do you make an assessment of strengths & weaknesses of the clients

If a client uses an ad agency to place its ads in different media, how is the

bifurcation of the budget done

What alternatives are available to a client for placing an advertisement ?

How does a client approach you for placing an advertisement?

Regarding settlements of your charges, is it done on a lumpsum basis or in

instalments basis or it finally depends on your client’s convenience.

How many clients you have who go for a continuous advertisement package and

how many just put it for once ?

ORGANISATIONAL STRUCTURE

The top team (name of the directors such as media art production so on)

Give a brief profile of the each of the director , such as their experience in the

ad agency

Its total staff (organisation chart can be presented)

MEDIAS FOR CAMPAIGNING

The medias through which you place the ads for the clients

Which is the most widely used media and cost-benefit analysis for placing an ad

through that media for the agency as well as for its clients

How do you approach celebrities for endorsing the products/services of your

clients

Names of the celebrities who have worked for your agency

SERVICES RENDERED

Its various services

Duties and function of ad department

81

INFORMATION ABOUT ACHIEVEMENTS / AWARDS

Awards won if any, best campaign, or any other relevant data

PROBLEMS FACED

What are the types of problems you generally face in this industry ?

BIBLIOGRAPHY & REFERENCES :

1. Marketing Management ---- Philip Kotler

2. Advertising Management –Amita Shankar

3. Adverting, Marketing and Sales Management- Takur D

4. The Economic Times

5. Brand Equity

6. INA Handbook 2000-2001

WEBLIOGRAPHY

1. www. Indiantelevision.com

2. www.adage.com

3. www.mind-advertising .com

82

http://www.adage.com/

4. www.xebecindia.com

5. www.mudra.com

6. www.eurorscg.com

7. www.mccann.com

8. www.perceptindia.com

9. www.carat.com

10. www.thehoot.org

11. www.mind-advertising.com/us/om_us.htm

83

http://www.mind-advertising.com/us/om_us.htm

84

Impact of advertising in business

Documents

chief executive

worldwide

universal

rediffusion

rediffusion

calcutta ad

foreign equity

worldwide