Project on Advertising Agency

8/7/2019 Project on Advertising Agency

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Advertising agency-project-report-mba by sumeet bassi -

A PROJECT REPORT ON A STUDY COMPARATIVE ANALYSIS OF ADVERTISING AGENCIES

SUBMITTED BY: Sumeet bassi

UNIVERSITY ROLL NO.:- 80507317054 (IN PARTIAL FULFILLMENT FOR THE

DEGREE) OF M.B.A

SUBMITTED TO:- mrs.shivani singh A&M INSTITUTE OF MANAGEMENT ANDTECHNOLOGY PUNJAB TECHNICAL UNIVERSITY, JALANDHAR APRIL, 2010 1


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BONAFIDE CERTIFICATE Certified that this project reportCOMPARATIVE ANALYSIS OF ADVERTISING AGENCIESis the Bonafide work of SUMEET BASSI who carried out theproject work under my Supervision. --------------------------------------

SIGNATURE SIGNATURE MR.RISHI DOGRA MRS.SHIVANISINGH (HEAD OF DEPATMENT) (GUIDED BY) (LECTURAR OF MGT.) A&M GROUP OF COLLEGE A&M GROUP OFCOLLEGE OPPOSITE TO CANADA PALACE OPPOSITE TOCANADA PALACE JALANDHAR-DALOUSIE JALANDHAR-DALOUSIE BYE-PASS BYE-PASS PATHANKOTPATHANKOT 2


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PREFACE

It is a matter of great honour for me to present before my humble readers this projectbased on the study of COMPARATIVE ANALYSIS OF ADVERTISING AGENCIESThe foregoing presentation is an honest and painstaking effort on my part in black andwhite about the colourful world of advertising agencies. The data collected by me issecondary. I have taken assistance from knowledgeable and apt taskmasters shouldering

work of great responsibility in some of the reputed advertising agencies. However, withdue respect to the urge of these agencies for maintaining secrecy about their operationsand financial data ,I also had to resort to secondary sources for obtaining data likenewspapers, magazines and the websites of these agencies. Although the informationobtained from secondary sources may prima facie seem to be paralysed by windowdressing, to be absolutely frank with my understanding readers, it has been discoveredthat this data is as reliable as the one I have obtained from the horses mouth for other agencies. Due to paucity of time and reluctance of certain internationally acclaimedadvertising agencies in co-operating with me for this project due to some obvious reasonson their part ,I have been able to cover in this project a study of 6 agencies. But theforegoing pages will warrant my painstaking efforts and the extensive study undertakenby me for each of them.So, with due respect to my patient readers for the time they willspare for my project and with confidence flowing through my nerves that both the timeand patience of my readers will not be tried and tested and but duly rewarded with theintensity of my efforts , I carry you gracefully into my world of advertisingagencies 3

ACKNOWLEDGEMENT


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I would like to sincerely thank the University for giving me this opportunity of taking upsuch a challenging project which has enhanced my knowledge about the AdvertisingIndustry & the advertising agencies. I am very grateful to Mrs. Shivani Project Co-ordinator, under whose guidance and assistance I was able to successfully complete myproject. I am also thankful to Mr. Rishi Dogra, Project Guide whose advice and thoughts

helped me gain a better understanding of this huge advertising industry and theflambouyant, magnanimous world of advertising agencies. Last but not the least; I alsothank the below-mentioned honourable dignitaries and task-masters who have played amajor role in leading their respective agencies to the sky of glory. This is a special thanksto them for sparing their precious time, fitting my out-of-the-way appoinent into their diary and giving almost all the information required by me in an unbelievably amicablemanner. Without the priceless contribution and coveted guidance of all the above-mentioned people, this project would have never got a shape of reality and emergedbefore all of you in the manner and in the style as it now appears. 4

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 upswingand their downfall and last but not the least their position in the world of advertising onthe 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, Ihave made a judicious and a balanced use of primary sources as well as secondarysources of data collection. Well, the primary sources comprise of personal visits to theadministrative offices of some known advertising agencies and a direct communicationwith the persons who were knowledgeable and in-charge of the operations. To facilitate inmy operations, I had first chalked out a detailed questionnaire covering in length allquestions that would serve the purpose in the most efficient and productive way. Thepreparation and the formulation of the questionnaire was on the basis of manyconsiderations viz., the time that the answeree would require to give me the requiredanswers, the importance of that time and the cost involved. A copy of the saidquestionnaire is included elsewhere in this project as an Annexure. 5

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. Bibliographyof 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 afacet of the advertising agencies ----- their strengths, their weaknesses, their opportunitiesand 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 theproduct or service proposed to be advertised. The primary objective of the agencies is basically profit generation and profit maximization. The agencies conduct a SWOT of the client but not of the product at the time of accepting an assignment. 6

There is not much of dynamism in this agencies as far as expansion plans are concerned, diversification objectives are involved or specialisation motives are in


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question. Not much is done by these agencies for the social welfare and be 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. There is not proper training imparted to people working in the modestly positioned advertisingagencies. Due to this, there is lack of specialisation, improvisation and dynamism. 4.RECOMMENDATIONS: The following are recommended in view of the importance andthe 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 qualityof 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 routineSWOT analysis of the clients. 7

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 tospecialisation and perfection. The advertising agencies should also have a perspective of tapping new avenues, creating mew markets and pursue global expansion for thebenefit of themselves and for the country at large. Table of Content Sr.No Topic Page NoCH 1 Research Methodology 11 CH 2 Introduction 14 8

CH 3 Profile 3.1 Introduction to Advertising Agencies 18 3.2 Functions of AdvertisingAgencies 18 3.3 Model Organization Structure 22 CH 4 ADVERTISING AGENCIES 1XEBEC 1.1 The Whereabouts 23 1.2 Modus Operandi 23 1.3 The Canvas on whichXebec paints its product 24 1.4 How can I know about Xebec? 24 1.5 SWOT Analysis 251.6 Case Studies 27 1.7 Awards and Achievements 30 1.8 Whos who in Xebec 31 1.9Divisions of Xebec 31 1.10 List of Clients 33 2 CARAT 2.1 The Whereabouts 34 2.2Modus Operandi 34 2.3 SWOT Analysis 35 2.4 List of clients 37 3 CANCO 3.1 TheWhereabouts 38 3.2 Modus Operandi 38 3.3 SWOT Analysis 38 3.4 Canvas on whichCanco paints its product 41 3.5 How can I know about Canco 41 3.6 OrganizationStructure 41 3.7 Facilities offered by Canco 42 3.8 Awards 42 4 MCCANN ERICKSON 4.1 History 43 4.2 Whos Who 43 4.3 Modus Operandi 45 4.4 SWOTAnalysis 57 5 MUDRA 5.1 History 60 5.2 Pioneers in Advertising Agencies 61 5.3Divisions 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 67 9

Study CH 6 Statistics 6.1 Comparison between Gross Income of Top 25 Agencies 69 6.2Growth of Advertising Agencies 70 6.3 Top 20 Advertising Agencies 72 6.4 Top 20Advertising Spenders 73 6.5 Agencies Ranking 74 6.6 2001- Top Ten MultinationalAdvertisers 75 6.7 2001- Top Ten Advertising Agencies 75 6.8 Comparison of Agencieson the basis of Worldwide Gross 76 Income 6.9 Graph of Growth of Agencies 77 CH 7Suggestions and Recommendations 78 CH 8 Conclusion 80 CH9 Annexure 82 CH10Bibliography and Webliography 84 10

RESEARCH METHODOLOGY Topic : STUDY OF ADVERTISING AGENCIES 1.

OBJECTIVE: The project deals with the study of advertising agencies encompassing amulti-dimensional discussion on the whereabouts of these agencies, their modus operandi,


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their manner and coverage of operations, their strengths, weaknesses, opportunitiesavailable to them and the threats posing obstacles in their journey to the max. This studyshows 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 obstaclesand natural hindrances restricted the scope of this study just as these agencies are

restricted by many environmental and socio-economic factors, nonetheless, its a sincerestattempt 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 11

3. FROM PLACES TO PAPER : The data required for this study as per my vision wascollected from the following type of sources : Secondary Sources 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 informationobtained from primary sources and sometimes for the main information. Honestly, theinformation obtained from the websites was detailed and sufficient to an extent thatwould even surpass those of primary sources. In the ocean of the information that thewebsites contained for each agency, I had to fathom for the most precious gems whichrequired crisp editing, preciseness and good scissor-work. Also newspapers like TheEconomic Times and its supplementary called Brand Equity did leave their imprints onthe papers of the project to follow and their contribution to this presentation cannotundermined and unnoticed. Help was also taken from books based on advertising andmarketing to give a better appeal to this study and enrich it with more detailing andliveliness. 4. RESULT 12

The cummulative result of primary sources of data collection and secondary sources isobvious from the pages that follow. However, I have been able to generate sufficientinformation and moreover, in detail from all the sources employed in an endeavour toleave 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 effortsand drops of sweat that have made the papers intangibly wet and the ink of the pen go drywill 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 manypoints. The pen was on but the papers were gone. 2. Lack of co-operation from thestalwarts and the internationally acclaimed ad-giants has been the biggest obstacle in theway. 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 hadthis information, however explanatory it is, been obtained from them directly, it wouldhave definitely made neighbours' envy and owner pride. 3. Unavailability of concretesources of secondary data was another hindrance. Though websites form an exception,barring them there was hardly a source that carried some potential in meeting therequirements. Prestigious publications like A & M have faced shut doors of printingpresses and a replacement is still hiding in some unknown corner of invisibility. 13

In a nutshell, all these ingredients which have gone into the making of this recipe wait averdict from the readers for their taste. INTRODUCTION The word that bridges the gapbetween 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 anyones hands is that of advertising. Just as water is to a fish, advertising is to


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business; something without which the basic question of survival is bound to rise. In thisjungle of name and fame, where every creature confidently defies William Shakespearewhen he says, Whats there in a name there is definitely everything attached to nameand its this name which gives you fameAnd what gives an identity its 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 forgetstheir names and to keep them alive in the minds of billions, you go for publicity. Todayeveryone advertises from crches to crematorium ,from hotels to hospitals, from clubsto pubs,from marriage bureaus to lawyers well name it and you have it. Everyoneneeds recognition, from a 6 month baby in the cradle to a 60 year old preparing for agraveyard, from a beggar to a billionaire everyone wants you to recognize in a trainor in a plane , irrespective of what you are. In the yesteryears , everything was consideredfair in love & war and advertising . It does not mind if you have to pull someone down,important is that you should rise. 14

And who helps you to project yourself in the public, who brings you from the greenlightto the limelight, who brings you from the darkness of ignorance to the light of recognition? Obviously, the advertising gurus seated comfortably in their mind-blowingoffices These Advertising Agencies may be raking in big moollahs but no one canquestion their contribution in enabling the business to burn their choolahs .Today thereare the movie moghuls and cricketing badshahs dancing on their fingertips, models andcelebrities weaving their irresistible web of magic around people like us. Well, necessityis 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 towhat would have happen to those hundreds of unsung brands appearing as faces in thecrowd on some rack or shelves of a huge supermarket or a not-so-popular stores if theseagencies would have never risen from the sands of time. Today, the exposure of everyindividual to advertisements and advertising has increased manifolds than what it was inthe past. Kudos to these agencies ; at least they have turned out to be major trend-settersand torch- bearers for people like us showing us the way to the magnanimous world of sophisticated products & services. However unethical and materialistic these 15

agencies may be, at times in a bid to grab the lions share of the buyers market, it isdoubtlessly certain that without these agencies we would have never come out from theage 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 Infocommmarketed its Wireless in Local Loop (WLL) Technology on the onset of the launch of itsmobile 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 wasnothing less than wearing a gold ring in the ring finger is reflected in the way such aperson is today using a cell phone. The hype was created by the agencies like XebecCommunications 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 their slogans, catchlines & punchlines devised by theadvertising 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


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the Thunder (Thums-Up) etc. Before we go ahead with the discussions about theadvertising agencies & the brains behind them, its pertinent to bring to limelight thebenefits which we, as a society, are deriving from these agencies and the not-soacceptable traits. 16

PRESENTING... The pros (1) Creating awareness : Due to the increasing role of theadvertising 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 andaccess to products : So many products and so many ads for each of themleaves the poor customer gasping for some free space. Well, with the bombardment of so manycommercials, universal hoardings, from advertisements stuck on the walls of the buildingcompounds to those stuck on the walls of the railway comparents, the customer hasmultitude options and ample of choices to really get better than the best. Well, peopleare after all paying handsomely for their requirements and they deserve choices andoptions. But, it all owes to these agencies who have spread out before us 10 differenttypes of toothpastes for making out teeth the whitest and the hardest, 100s of moisturizersfor giving the best glow to our skin an all sorts of luxuries which have become morenecessary than the necessities. (3) Uplifent of standard of living : Well, its said thatMoney makes a mare go. Today, this not be any more emphasized as everyone knowsthat depending on the financial background, people can get the best of everything. From acycle to a car, or from a dhaba to a restaurant, the customer knows where he is 17

the most comfortable and is able-bodied to plan out his budget as he knows the price tagsstuck on every product and service. And all this, is possible because of the constantexposure to media and publicity. (4) Necessary for the growth of the businesses : Fromthe Ambanis to the paanwalla, from the Bachchans to the street- actors, every soul isconvinced 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 itscoat, needs the services of these agencies to project its brand image before the laymen andconvert these laymen into prospective and from prospective to loyal customers for their products and services. Revenue generation is the prime objective behind every businessand to rotate the wheel of success, its important for them to use the services of thesethink-tanks and always remain on the topmost rank. The cons..... (1) A cold shoulder tosocial responsibilities : The advertising agencies today are not performing to the non-material welfare of the society. Their commitents and obligations to the society are

mani-fold. Being the torch-bearers of the world of publicity and media, they are on a hugeplatform from where they can spread messages of public interest in every nook and corner of the country. Alongwith their professional assignments for profit maximisation, theycan also design propagandas for conveying important social messages like harmfulness of smoking and drinking liquor, abolishing evil practices and dogmas deeply rooted in theblood of the rural illiterate, importance of a nuclear and small family etc. Accepting theseassignments for a social cause will not create a 18

dent in their pockets but will surely go a long way in revolutionising thoughts, attitudesand mindset of every Indian. (2) No SWOT of products advertised conducted : All theadvertising agencies are conducting a SWOT analysis of the prospective clients that

approach them with a product or service meant to be advertised but no one is bothered


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about a scrutiny of the products to be so advertised. It is not their business, perhaps it isanti- business; that's the feel and the flavour. 19

PROFILE ADVERTISING AGENCY ADVERTISING The American MarketingAssociation, 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 isbrand building through effective communication INTRODUCTION TO ADVERTISINGAGENCY The global market has expanded manifold in the last few decades. More andmore products are being launched practically everyday. The companies are engaged incutthroat competition to highlight their products to the forefront. Herein enters theglamorous field of advertising. Advertising is actually brand building through effectivecommunication and is essentially a service industry. This requires the help of the media toreach more and more people to communicate brand effectiveness and here advertisingagencies comes picture. The role of advertising agency has been accepted because itprovides specialist services to the companies, which have inadequate services of expertsfor the promotion of their goods and services. Many institutions have 20

established the services of advertising agencies to make their products and servicesknown to the potential consumers. FUNCTIONS OF ADVERTISING AGENCY: Theadvertising 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 managementdelegates the responsibility of advertising planning and execution to the agency. Theagency must have a fair knowledge of the firms products, its history, the present marketconditions, distribution methods, price level and other conditions. A successfuladvertising programme is built on the basis of these data. Creation and Execution:

Specific advertisements are created. The advertising copy is written; the layout isprepared; illustrations are drawn; photographs are finalized; and a correct mechanicalform for running it in the selected media is produced. The advertising agency prepares asuitable advertising copy for insertion in all the media. Co-Ordination: The advertisingagency co-ordinates several activities. It often works with the clients sales force anddistribution network to ensure the long-run success of the advertising programme. Thecombined efforts of sales persons, distributors and retailers ensure maximum sales. Ideas,media, copy and decisions are co-ordinated properly to project and implement theadvertising programme. Accounting: The advertising agency maintains proper accountsin co- operation with the client. The account executives see to it that the agency keeps tothe stated plan. The accountant is in charge of the administration of the advertisingprogramme on the agency side. A 21

misunderstanding arising between the agency and the client is eliminated by theaccountant. The amount of fees received from the client and the payment of taxes, billsand other charges are accounted for by the accountant. Media: The advertising agencyselects 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 thepurpose. It has to see to that the media plan is carried out properly which is devised toimplement the campaigns communication objectives. The media experts know all aboutthe media and their coverage. They prepare the schedule of advertising, publication, dataon printing and the time available from television and radio. Research: Research is akey function in an advertising campaign. The decisions on creativity and media selection


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are taken on the findings uncovered for research. Research makes every decisionsystematic and logical, based as it is on facts and figures. Internal Control: Theadvertising agency manages its employees, finances and other resources effectively andeconomically. It conducts the business behind the scenes and exercises proper controlover activities and funds. Public relations, sales promotion functions and client contactsare maintained by the management for the effective operations of the advertising agency.22

EXTERNAL CLIENT BRIEF ENTERS THE AD AGENCY INTERNAL CREATIVEBRIEF MEDIA BRIEF CREATION STAGE CREATIVE PROCESS COPYWRITINGILLUSTRATING LAYOUTS CLIENT APPROVAL PRODUCTION BROADCASTSTAGE PRINT TYPOGRAPHY ENGRAVING FILMING EDITING PRINT ADCOMMERCIAL PRINT MEDIA BROADCAST MEDIA AD REACHES THETARGET AUDIENCE 23

TYPICAL ADVERTISING AGENCY STRUCTURE Chairman & Managing Director (Chief Executive Officer) Finance Management Administration Accounts Client serviceMedia Director Creative Director Director Studio Films Print & Media AssociateCreative Production Controllers Directors Group Account Manager Media SupervisorsCreative Group Heads Account Supervisor Media Media Planners Buyers CopywritersArt Directors Account Executives Media Media 24

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 todayachieved for itself a decent position in the jampacked arena of the biggies and iscontinuing 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 clientapproaches them for getting his purpose served, they conduct a SWOT analysis prior toacceptance of any assignment. Although, this SWOT Analysis is not at all a cumbersomeand 25

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

total assurance of the output. The agency first understands the requirements of itscustomer and gets a complete profile about the product or the service to be advertisedfrom the horses 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 theselines, 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 thebenefits, 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 theproduct, 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 thecost-benefit ratio of the entire exercise. So, its a thorough professional approach wherein


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the client is rest assured about the benefits he is going to reap from the seeds he isplanning to sow in the field of advertisement. Ultimately, its not a no-win no-losesituation for both of them but is entirely a winners outcome. THE CANVAS ONWHICH 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 : 26

Well, being professional and competitive in approach, it is Xebec who approaches itsprospective clients and not wait for the the clients to fathom for it. So, the client does nothave to run in sun and shower for finding a proper canvas for its product. Xebec providesall the facilites for its client coupled with a very co-operative in-house, interactiveresponse 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 entirefees in lumpsum, on the other hand it also extends credit to its continuous andcreditworthy customers. STRENGTHS : The agency first understands the requirements of its customer and gets a complete profile about the product or the service to be advertisedfrom the horses 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 theselines, 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 thebenefits, 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 theproduct, its target audience and the psycho-analysis of the creator as well as its creation,the agency 27

then selects the type of media which is the most appropriate one in terms of the costconstraints laid down by the client and accordingly intimate the client about the cost-benefit ratio of the entire exercise. So, its a thorough professional approach wherein theclient is rest assured about the benefits he is going to reap from the seeds he is planning tosow 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 qualityand the efficiency of its human resources always causes some sort of a problem in makingand implementing fast decisions. Again, multiplicity of brains, though an asset for anyorganization is also sometimes a hindrance in its development when the agency is notable to reach to a definite conclusion about its strategies and policies in the nick of the

time due to conflicting ideas presented by its too many decision-makers. As it is aptlyquoted, Too many cooks spoil the broth Secondly, as far as client servicing isconcerned, Xebec does not make adequate attempts to update its services. This is themain 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 alsofailed 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 practiceof doing. Hence, the 28

agency fails to create a long-lasting and huge appeal for the products of its clientsamongst 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 shoulderingthe responsibility of devising strategies, policies, media plans, client servicing, account


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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 theenvironment in which they are functioning, there is always an undisputed differencebetween those able-bodied people who are from the field of management and those whoare 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 professionalismin your approach at the time of decision-making and implementation of ideas.OPPORTUNITIES : There is a tremendous scope for diversifying its paraphernalia ascurrently Xebec is just specializing in one particular media. Secondly, by recruiting andtaking more benefits from services of professionals in this field, Xebec can overcome itsproblems of Time Management and slow decision-making. Instead of having too manyheads with different contents in them, it can always go for quality staff. Xebec can alsoconcentrate on making some of the eminent personalities as its Brand Ambassador, whichit has already started as is evident from 29

its forthcoming contract with a cricket star named Salil Ankola. If it continues to do so onthese 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 itsfield 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 todaysworld to remain sellable in the market you have to keep on diversifying yourself intoother fields which this agency is not very much keen in today, there is a definite threat onits future existence. Survival is first, growth afterwards and just trying to be a master inone amidst a crowd of experts who are Jack of all trades is not at all a good sign for anyorganization. 30

CASE STUDIES 1. KIMBERLY CLARK 1.1 Brief Associate Kimberly Clark withpersonal hygiene by a campaign encouraging people to adopt health habits and educateoffices and hotels about the importance of giving their employees and guests access tohygiene products. 1.2 Execution A Poster Campaign placed in and around washrooms(where Kimberly Clark's products are most used)reminding people about the importanceof personal hygiene with a byline by Kimberly Clark. 1.3 Result A direct associationbetween 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 theMarvel as an exciting bike. 2.2 Execution A series of concurrent road-shows and testrides all over India handled by our events division with live performances by India's mostexciting and talented performer - REMO - to stir up the excitement. 2.3 Result 31

Excitement about Marvel and renewed interest in the scooter and Kinetic. 3.THYSSENKRUPP 3.1 Brief To occupy mindspace as a core infrastructuresector/industry player. 3.2 Execution A creative campaign in Indian and foreignmagazines and journals closely targeted at industrial decision makers. 3.3 ResultIncreased awareness of ThyssenKrupp activities and brand recall as a hi-tech Germancompany. ThyssenKrupp continues to be a valued client. 4. INDIACOM 4.1 Brief Build

the INDIACOM brand as a most easily accessible and widely disseminated yellow pagesdirectory. 4.2 Execution Strategic press spots and hoardings timed with the beginning and


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end of the bookings period designed to drive demand for ads and insertions and increaseawareness of the INDIACOM edge. 4.3 Result More recall for the INDIACOM brand asthe most easily accessible and widely disseminated yellow pages directory resulting inmore placements in their directory. 32

5. LIPI DATA SYSTEMS 5.1 Brief Position LIPI as a total data solutions company witha wide range of high quality print solutions for small businesses and corporates 5.2Execution A creative campaign focusing on the flexibility of LIPI printing solutions. 5.3Result Increased awareness about the LIPI brand name as a provider of superior printingsolutions. 6. INTELLIGENT INVESTOR 6.1 Brief Raise Intelligent Investor's profilethrough high powered personal finance exhibitions in the metros. 6.2 Execution A seriesof full page ads in outlook and Intelligent Investor designed to engage the readersattention by trumpeting the sheer volume of financial services and free advice on offer.6.3 Result A tremendous response to the personal finance exhibitions leading to increasedawareness about Intelligent Investor and an increase in its brand equity. 7. CENTURIONBANK 7.1 Brief 33

Establish Centurion Bank as a one stop shop for all banking needs with superior bankingservices for small customers. 7.2 Execution The target audience was identified as thesmall customer who was perhaps not getting the best service in big banks. The creativeswere designed to inform him about Centurion Bank's thrust towards them. 7.3 ResultMore new accounts for Centurion Bank with its brand firmly established among thesmaller customers. 8. DISHNET DSL 8.1 Brief Leverage Dishnet strengths as the onlyDSL high speed ISP provider in the country. Target soho and heavy net users promotingthe benefits of high speed access. 8.2 Execution A creative campaign bringing out thecost and speed advantages of broadband. 8.3 Result Increased interest and awarenessabout broadband Internet access, establishing Dishnet DSL as the pioneer in broadbandtechnology and generating inquiries and sales. AWARDS & ACHIEVEMENTS : BestRadio Jingle [A refreshing jingle for Electronica Leasing & Finance Ltds Fixed DepositSchemes] 34

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 TradeCentre, Mumbai, November 98] WHOS WHO IN XEBEC ? People make all thedifference, nurturing talent and allowing space for independent thought and initiative areour hallmarks which explains the low attrition rates. Key people behind the success of

Xebec are - Kiran Bhat - Chief Executive Anil Bhat - Executive Director VincentSebastian - Branch Manager Radhika Akolkar - Account Director Samir Wagh - Manager (Media & Events) Sandeep Ghodke - Art Director Anil Rane - Asst. Art Director AbhayBengeri - Branch Director Praveen Meloth - Sr. Account Executive Bhavana - Sr.Account Executive DIVISIONS OF XEBEC M.A.R.S. 35

Our in house Research division - an independent profit centre - allows clients to identifycustomer 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... FocusGroups... Pre and Post Launch Surveys / Studies... Feasibility Reports... Customer

Satisfaction Surveys... Dealer Audits... STELLAR - P.R. In today's fast paced mediadriven world with shrinking attention spans, PR is an important vehicle to increase


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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 ADVERTISING AGENCY # 2 C A R A T THEWHEREABOUTS HEAD OFFICE : CARAT MEDIA SERVICES INDIA PRIVATE

LIMITED Barodawala Mansion, 81, Dr. Annie Besant Road, 36

Worli, Mumbai 400 018 India. Email : [email protected] Website : www.carat-india.com CEO: Sulina Menon Email : [email protected] Carat India - New DelhiAddress : E82A, Greater Kailash Part-1, New Delhi, Pin-110048, India Tel No : (91) 11629 4112 Fax No : (91) 11 629 3680 Email : [email protected] Website: www.carat-india.com Website: www.carat-asiapacific.com Carat is operated by AEGIS MEDIAwhich operates alongwith Carat 2 other reputed worldwide organizations viz., Vizeum &Postersope Worldwide MODUS OPERANDI : Being a truly professional & competitivein 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 conducta SWOT analysis prior to acceptance of any assignment. Although, this SWOT Analysisis not at all a cumbersome and patience-testing exercise for the client, it is designed insuch a way that the agency gets a total assurance of the output. 37

SWOT ANALYSIS OF CARAT : STRENGTHS 1. Carat has a very educated andwell-groomed set of clientele. They know that the ability to understand and exploit theopportunities of the evolving media market is key to their future success. Mediacommunication, and assessing its short, medium and long-term effect, is becoming centralto every business. 2. Carats aim is to deliver business advantage for its clients througheffective communication programmes that maximize return on invesent. This means

partnering with its clients to produce sustainable improved sales by building brandloyalty, value and awareness. They combine insights into brand, media and consumer behavior to spark innovative media solutions that are unique to every brand. The Caratapproach to communication planning gets results. 3. The marketing strategy of Carat isdefined as a 360 communication. This means exploiting the whole range of mediachannels available to a brand which is fundamental to building effective communicationstrategies. As messages reach consumers in new and different ways, they can refresh andrenew a relationship, create excitement and loyalty, even advocacy for a product. The task is to build a programme which engages consumers with the brand and reveals the inherentvalues 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. 38

4. Carats clients are very much impressed with its ability to work as an internationalteam. The breadth of their service and their strong coherent network give Carat the scopeto truly partner international advertisers who are winning the race for global mediaeffectiveness. 5. Every brand, market and competitive situation requires a uniquesolution. Carat has a rigorous and proven framework to develop innovative and creativemedia solutions throughout its network. Its approach extends across all media - 360communication. It works with a suite of sophisticated analysis tools and research, helpingit to understand consumers and to design media campaigns that deliver measurableimprovements in its clients' business. 5. Incisive management of media delivers businessadvantage to Carats clients. Carat has invested over US$30 million on research and toolsto manage and measure media effectiveness, across traditional and online media channels.


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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 asCharisma and Ad-itudes helps Carats clients reach their core targets more effectively anddevelop strategies to attract new customers. WEAKNESSES 1. The major weakness of Carat is diversification. Carat has grown, flourished and made a tremendous progress inthe field of electronic media only. However, for a long-term and sustained growth anddevelopment it is the need of an hour for every agency to stretch its arms and reach outfor the world through all possible avenues. 39

2. Carat does not have a broad clientele base which means that it does not enjoy a verydiversified brand loyalty. OPPORTUNITIES 1. Carat has tremendous growth anddiversification opportunities in the field of advertising specially because of its skilledlabour force and dynamic vision. 2. Carat has international tie-ups which means that thereis 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 onone 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 byheaps and bounds in all types of media. Carat needs to tap other media also to emerge as agenuine world leader. 2. Being a multinational agency, it is extremely difficult for smallcustomers to approach this agency for their requirement. Carat should also concentratemore on Indian market which has a very large base of clientele. Firms worldwide havealso established themselves firmly in the Indian Market which if Carat cannot do or doesnot do will hamper its growth and development process. CLIENTS 40

Adidas Diageo EMI Group Ferrero International Fiat Henkel Kellogg Kraft JacobsSuchard LVMH Mannesmann- Vodafone Merloni Beiersdorf Bertelsmann BMW Cable

& Wireless Carrefour Coca-Cola Club Med Danone Group Nissan Pernod Ricard Pfizer Philips Renault Sara Lee SCA SmithKline Beecham Telefonica Walt DisneyADVERTISING AGENCY # 3 C A N C O THE WHEREABOUTS HEAD OFFICE :518, Tulsiani Chambers, 41

Nariman Point, Mumbai 400 021. Incorporated in the year 1985-86, this rapidly-growing FULL SERVICE Agency located at the above-mentioned place alongwithbranches at Bangalore, Chennai & Delhi, has today achieved for itself a decent position inthe jampacked arena of the biggies and is continuing its progressive march. It is solelyindigenous with no foreign collaboration or foreign equity participation ; something reallyvery praiseworthy. MODUS OPERANDI : Being a truly professional & competitive in

approach, Canco Advertising Pvt. Ltd. has a well-defined and a well-organised methodof operations. When the prospective client approaches them for getting his purposeserved, 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 theclient, 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 agencyproviding 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 42

characteristics of the products and services to be advertised by its client, the type of targetmarket and the cost constraints under which its client is functioning. This overall study


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about the client and its products helps Canco to devise and develop a proper marketingand advertising plan for its client which can optimize clients returns in the restrictiveenvironment 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 ininstallments 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 amajor weapon in anyones hands to have a stable and a loyal base of clientele. 4. The toplevel of organizational structure in Canco consists of people who are professionals havingthe academic qualifications which are must in this field. Understandably, on this accountthere is bound to be professionalism in the approach, attitude and decisions made by theagency for its growth and development. 5. Canco offers its customers a wide selectionamongst 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 choicesare 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. WEAKNESSES 43

1. The biggest weakness of Canco is its organizational structure. The organizationalstructure is such that people who are at the top most level in the hierarchy and who areprofessionals in this field are few whereas the line staff is quite much. This may lead tocentralization of decision-making and an obvious influence of one or two people in policydecisions. Centralization of decision-making and authority being given to only few canprove to be disastrous for the growth of the organization. 2. It does not have a very broadbase clientele. The list includes just a few major names like HDFC. This means that theagency does not enjoy the patronage of many of the big names and is dependent on thepatronage 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 theproducts and services of its clients does not reach to a large group of masses. 4. In thisworld of cut-throat competition where it is important for every agency to have some sortof transparency which will make popular its strategies, achievements, client patronage,diversification in services offered, CANCO has not made any effort to bring itself in thelimelight. With no URL and no other self-advertisement, it still lingers in some dark corner of isolation. OPPORTUNITIES 1. With professionals at the decision-makinglevel, CANCO has an opportunity to expand its operations and diversify itself into new44

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 itsclients 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 websitecan lend more transparency to its operations. On these lines, this agency is workingpresently and a website is in the development stage. THREATS 1. CANCO, thoughmaking 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 expansionand further diversification. 2. The strength of the staff and the quality of human resourceis also a major hindrance it is growth and development. When decision-making iscentralized 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


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offering more and more services to their customers and diversifying themselves day in,day out. THE CANVAS ON WHICH CANCO PAINTS THE PRODUCT : 45

CANCO provides its customers with a wide-range of media to select from viz., in fineprint, or online through the medium of internet, external advertising like hoardings,

pamphlets etc. HOW CAN I KNOW ABOUT CANCO? Well, being professional andcompetitive in approach, it is CANCO who approaches its prospective clients and notwait for the the clients to fathom for it. So, the client does not have to run in sun andshower 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 itscustomers. So on one hand, it gives you the option to pay the entire fees in lumpsum, onthe other hand it also extends credit to its continuous and creditworthy customers.ORGANISATION STRUCTURE OF CANCO ORGANISATION STRUCTURE Mr.Ramesh Narayan, (Managing Director) Creative Director Copywriters (1) Mr. DhananjayNeelam (2) Mr. Arun Total Staff Strength : 24 FACILITIES OFFERED BY CANCO TOITS CUSTOMERS : 46

CANCO fixes the budget for its client depending on the requirements of the client, thecharacteristics of the product to be advertised, the target customers, the marketingstrategy, 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 isfunctioning 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, MumbaiADVERTISING AGENCY # 4 47

McC A N N - ERICKSON HISTORY McCann-Erickson WorldGroup was chartered in1997 as a new model for integrated marketing communications. The WorldGroup wascreated by uniting best-in-class marketing communications firms in a range of disciplinesbehind a common mission and vision. In only a few years, McCann-EricksonWorldGroup has emerged as one of the world's leading integrated brand communicationsorganizations--in global size, in professional quality, and in the number of clients weserve with multiple-communications services. Each WorldGroup agency retains the bestof its distinctive heritage. Most notably, McCann-Erickson, is currently celebrating its100th anniversary, representing a century of innovation and excellence in advertising andcommunications 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 globalnetwork, based on shared strategic tools and a shared vision for effective marketingcommunications. WHOS WHO : John J. Dooner CHAIRMAN, CHIEF EXECUTIVEOFFICER McCANN- ERICKSON WORLDGROUP 48

Arther DAngello CHIEF FINANCIAL OFFICER McCANN-ERICKSONWORLDGROUP Eric Einhorn EXE. VICE PRESIDENT, CHIEF STRATEGYOFFICER MCCANN-ERICKSON WORLDGROUP President, CEO Max GoslingRepresentative Director McCann-Erickson Japan REGIONAL DIRECTOR Peter Hamilton MCCANN-ERICKSON ASIA PACIFIC CHAIRMAN AND CEO Robin Kent

UNIVERSAL MCCANN PRESIDENT AND CHIEF OPERATING OFFICER Bill KolbMOMENTUM WORLDWIDE REGIONAL DIRECTOR, McCANN-ERICKSON


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EUROPE, Ben Langdon MIDDLE EAST & AFRICA Pamela Maphis CHIEFEXECUTIVE OFFICER Larrick MRM PARTNERS WORLDWIDE VICECHAIRMAN, CHIEF CREATIVE OFFICER Marcio M. WORLDWIDE DIRECTOR OF MULTINATIONAL ACCOUNTS Moreira MCCANN-ERICKSONWORLDGROUP REGIONAL DIRECTOR LATIN AMERICA/CARIBBEAN Jens

Olesen MCCANN-ERICKSON WORLDWIDE EXECUTIVE VICE PRESIDENT Dr.Joseph DIRECTOR OF RESEARCH & INSIGHT DEVELOPMENT Plummer MCCANN-ERICKSON WORLDGROUP CHAIRMAN EMERITUS Stan Rapp MRMPARTNERS WORLDWIDE Joe Torre CHAIRMAN AND CEO TORRE LAZUR MCCANN HEALTHCARE WORLDWIDE Chris Weil CHAIRMAN AND CHIEFEXECUTIVE OFFICER 49

MOMENTUM WORLDWIDE MODUS OPERANDI OF McCANN-ERICKSONTOOLS McCann-Erickson WorldGroup's unique and proprietary shared tools help unitedifferent marketing communications disciplines. They unite professionals in differentoffices around the world. They provide a common "language" for diverse teams workingtogether 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 specializedtools in various disciplines, but the centerpiece is the holistic Brand Optimization Map.Building off of the foundation of the Road Map to Effective Communications, TheBrand Optimization Map incorporates the thinking behind the best strategy and planningprocesses of various disciplines into a unique, universal strategic service. By offering aholistic, integrated approach to strategy development, creative execution, and campaignevaluation, the Brand Optimization Map service can generate brand ideas that have thepotential to solve clients' fundamental business problems and position their brands for long-term growth. CREATING THE DEMAND-CHAIN By systemically linking supplyactivities from sourcing and manufacturing to distribution and customer orders,corporations have successfully solved what is called the supply chain. By enabling "justin time" delivery of products or services to meet demand, this process benefits marketersthrough increased efficiency, productivity and lower costs. 50

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 thisimportant business need among all types of manufacturing and service corporations,McCann-Erickson WorldGroup has developed a service that links demand creationactivities to make them more synergistic and powerful, thus helping corporations to createenduring marketplace growth. This proprietary service offered by McCann-Erickson

WorldGroup is known as Creating the Demand Chain. This service, also known as theMcCann Demand Chain, provides marketers with all the critical steps in demandcreation in a cohesive, effective, and optimized manner. The ultimate benefit of theMcCann 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 servicesinvolving six "links." Importantly, marketers can leverage the McCann Demand Chainservice as a whole, or in part, since many of the service components can be adapted to themarketer's existing company activities. These six service elements encompass DemandVision, Brand Idea, Resource Optimization, Brand Contact, Relationship Managementand Demand Performance activities. While this service and its component services are

delivered through an array of marketing communications operations across multiplechannels, their unique linkage makes them more than the sum of the parts. Each element


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leverages proprietary, market-tested McCann-Erickson strategic, collaborative andmeasurement tools; and each is supported and optimized by specialized expertise,resources, creativity, software and infrastructure. 51

Brand Optimization Map The Brand Optimization Map (BOM) has been created by

McCann-Erickson WorldGroup to provide our corporate clients with a new, moreinclusive approach to strategy development, one that fully recognizes the evolving natureof brand communications. This strategy development service recognizes that brandmarketers around the world are in a changing relationship to their customers. The BrandOptimization Map thus takes a broader and deeper strategic perspective to account for the new realities facing marketing-focused businesses today, including their requiredcoordinated usage of a full range of marketing communications disciplines. In today'shighly demanding business environment, the focus has shifted away from improvingprofits through operating efficiencies to generating top-line revenue growth. Demandcreation is the new priority. Demand creation in the new marketing communicationsenvironment has become especially challenging. The technology revolution hassurrounded customers and consumers with a plethora of information and entertainmentoptions, and, as a result they have become more elusive. The consumer is firmly incontrol. They expect choice, information, speed of service, and ease of acquisition. Thisnew multi-channel environment adds a whole new dimension to the challenge of marketing integration. And with critical mass so hard to achieve, integration has becomethe new imperative. Traditionally, the focus of integration has been the development of acommon brand platform or idea to unite the marketing message across multipledisciplines. This integration of content is still a core priority. But today, given theconfusion of marketing channels, the increased sophistication and scope of all our marketing communications disciplines 52

and the emergence of new internet-based business models, there is a demand for a newkind of integration - the integration of resources. The Brand Optimization Map is aunique service that brings together these two fundamental needs in integration, contentand resources, under a unified strategic framework to optimize the marketingcommunications plan. It leverages proprietary strategic principles, tools and software thatidentify 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 theROI of the fully integrated marketing program. From a standpoint of "the user," TheBrand 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 beused locally or regionally, for brands, sub-brands or marketing initiatives, and for anyspecified marketing period. McCann-Erickson World Group uses The BrandOptimization Map service to leverage the specialized talent and creative energies of allour marketing communications "corridor" centers of expertise while workingcollaboratively with our clients to create powerful brand communications strategies. Thefollowing are the key steps of The Brand Optimization Map service: BRANDOPPORTUNITY Brand Health Check 53

In 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 theoverall health of a brand. The Brand Health Check service factors in evolving


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consumer perceptions, industry trends and competitive pressures. By forcing answers tocritical questions, it provides the clarity to recognize major brand opportunities and solvebrand problems. Using the framework of McCann's Universal Marketing Drivers - a setof marketing objectives that are common to all marketing communications disciplinesregardless of media and message specifics - the service captures the essence of the

competitive marketing situation and diagnoses priorities for both content and resourceintegration. McCann Pulse McCann Pulse serves as a leading-edge method of generating consumer insight that informs marketing innovation and execution. McCannPulse insights feed the development of brand imagery, new products and services andchannel strategy. The McCann Pulse service output is based on consumer dialogue heldat 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 inturn 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. Throughproprietary probes, it uncovers what is important in the lives of consumers, how theyview the world changing and 54

what their evolving goals are. These issues direct us to new product, service, andcommunications ideas. This McCann Pulse service provides the consumer backdrop for the evaluation of the Brand Opportunity as well as development of the McCann BrandIdea, via the Brand Footprint and McCann Selling Strategy service components.McCANN BRAND IDEA The Brand Optimization Map platform for content inmarketing communications is determined by the Brand Footprint - a statement of thedesired meanings, values and personality of the brand - and the McCann SellingStrategy which determines a powerful strategic idea for creative execution across allmarketing communications disciplines. The Brand Footprint uses McCann's BrandArcheology techniques to uncover the full depth of meanings and values associated withthe brand through the eyes of its customers and consumers. The McCann SellingStrategy draws on this "brand insight" to determine where the brand needs to be in thefuture, thus creating a relevant and credible strategic platform to "propel" the brandtowards its destination. MARKETING MIX McCann Fusion 2.0 is a proprietarymarketing mix software model that provides the optimal allocation for each marketingdiscipline to attack the stated marketing challenge. It looks at the marketing picture "topdown," through software that captures relationships between our marketingcommunications disciplines and the Universal Marketing Drivers in the context of eachcategory and country. The input to McCann Fusion 2.0 is 55

the Brand Health Check. The output is a benchmark budget allocation across marketingdisciplines 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 eachmarketing communications discipline. The Marketing Task Cycle identifies the barriersthat need to be overcome, and assigns the marketing that can best overcome them. Thisensures we address critical brand needs and leverage our marketing communicationsdisciplines for what they do best, and to the extent that they can make a difference.BRAND PERFORMANCE: The McCann Brand Clout Index The Brand Clout Indexmeasures 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


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Maps to Effectiveness : The Road Map to Effective Advertising The Road Map toEffective Communications Why the McCann Road Map Service was Created: Consumer behavior is harder to understand and predict. Media is proliferating. Distribution channelsare changing. And competition is increasingly fierce. In this fast-moving environment, itis no wonder many 56

established brands lack a powerful strategy, often lose direction and many new productsfail 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 EffectiveCommunications. This comprehensive service of proprietary tools is designed to createeffective advertising and communications strategies that make an impact in today'scluttered marketplace. The McCann Road Map service results in communicationsstrategies that create loyal customers when audiences are moving targets and strengthencore brand values. McCann Erickson WorldGroup recognizes the need for consistent,tested methods and tools for creating communications that build brand value around theworld and across marketing communications disciplines. The McCann Road Map serviceis used globally to ensure the consistency and high quality of communications programsaround the world. It is also used throughout the WorldGroup's range of marketingcommunications companies to make certain that integrated marketing campaigns work insynergy. The McCann Road Map's Key Components: The Road Map to EffectiveAdvertising, the prototype system on which The Road Map to EffectiveCommunications is based, is a full arsenal of services to guide the creation of effectivecommunications. It begins with the development of consumer and brand insights and endswith the evaluation of the ideas that are used to create customers and build brand values.Components of The Road Map to Effective Advertising include: 57

McCann Pulse -- the on-going exploratory service for gaining an in-depthunderstanding of consumer trends in order to develop relevant consumer insights. BrandFootprint -- for articulating the core brand essence that allows a brand to travelsuccessfully across marketing landscapes. McCann Selling Strategy -- for convertingconsumer insights and brand essence into a focused communications strategy that isunified by a single, driving selling idea. And finally, McCann AdWorks -- a qualitativeconsumer validation and feedback process to assess the effectiveness of marketingcommunication campaigns. McCann Pulse McCann 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 amomentary fashion, a sustainable trend, or a real cultural shift within a market. McCannPulse is a proprietary service that provides complete immersion in the lives of consumers through ongoing monitoring and personal dialogues. Following are the threecomponents of McCann Pulse: The Pulse of Popular Culture In-depth analysis of thecontent and symbolism of the various forms of media that both reflect and influenceconsumers. The Pulse of Observers of Change Ongoing dialogues with leading-edgethinkers whose fields of interest relate to our target consumer groups. 58

The Pulse of the Consumer 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 inthe language of consumers Consumer perspectives of major marketing issues or events


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Context for new creative ideas Brand Footprint The Brand Footprint service uses a toolthat defines a brand's essence, so that marketers can manage and build their brands mosteffectively. It provides a clear understanding of which values need to be protected andleveraged in brand communications. And it helps charter a brand's growth into newterritories, from expanding a brand in new geographic regions, to establishing it across

multiple product or service categories, to extending it to an electronic marketspace. Asbrands expand, their value and meaning are often put at risk. These risks stem from theneed 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 conveyingthe brand essence clearly and succinctly, but with enough texture to inspire a range of marketing activities, from product development to integrated communications. The BrandFootprint articulates the three most central brand meanings and its three mostprominent personality characteristics. McCann Selling Strategy 59

The McCann Selling Strategy is a service that is single-mindedly focused on generatingbrand-building ideas. Ideas that attract customers. Ideas that build corporate and brandfranchises. And ideas that create marketplace dominance for clients. While traditionalstrategy has often been highly analytic, the McCann Selling Strategy offers imaginativeconceptualization. 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 inconsumers' minds to a desired perceptual space. The McCann Selling Strategyuncovers the motivations of conceptual target audiences and results in a strategic conceptthat 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 thatwe 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 byproviding feedback from consumers to a proposed campaign expression of the SellingIdea. McCann AdWorks service is tailored to a specific product, a market situation, acultural environment. Unlike most leading ad testing firms that offer a simple go/no-godecision on creative work, McCann AdWorks is designed to help us understandwhether we have communicated the Selling 60

Idea we set out to communicate, whether the Brand Footprint is understood and if thecampaign is entertaining. With McCann AdWorks, we can take the lead in facilitating a

real-time discussion about advertising effectiveness and help clients make the rightdecisions that lead to advertising, direct marketing or other marketing communicationwork that produces great marketplace results at the earliest stages of creativedevelopment. The McCann Road Map service of proprietary tools has proven valuable toa range of McCann-Erickson WorldGroup clients around the world. We believe that, ascompetition escalates on a global scale, our Road Map service will become even morevaluable in the future. MOMENTUM EXPERIENTIAL MARKETING PLATFORMToday, consumers take functional features, benefits, quality, and a positive brand imageas a given. What they want are breakthrough service offerings, cutting-edge products, andbrands 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 andchallenged. They are looking for brands that provide meaningful experiences and thus


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become part of their lives. The degree to which a company is able to deliver a desirableconsumer experience - and use brands to do so - will largely determine its success in theglobal marketplace in the future. Trained to think of marketing and branding in terms of experiences, Momentum Experiential Marketing Services create unique, nearlyimpenetrable emotional bonds with consumers. These bonds are based on 61

consumers' real experiences with the brand on every interactive level. MomentumExperiential Marketing Services are designed to deliver the brand experience duringboth 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 spendmoney 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 goalis to have the brand embody an experience that is valuable, optimal, and cannot beduplicated by competitors. MOMENTUM EXPERIENTIAL MARKETING SERVICESThe ultimate goal of Momentum Experiential Marketing is to create holistic brandexperiences 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 aBrand Footprint. The Brand Footprint is Momentum's unique tool for defining abrand's essence. The Brand Footprint is a coherent statement of a brand's meaning andpersonality. 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 62

dimensions. For example, Bayer means aspirin, doctor recommended, and preventionagainst heart attacks. What the brand "is". What the brand "is" is how we woulddescribe the brand's dominant personality traits - generally those that correspond to itsprincipal meanings. For example, Bayer is experienced, safe, and versatile. BRAND =PROMISE (to the marketplace) The Brand Footprint provides critical insight into howthe brand is perceived in the marketplace; this understanding allows us to buildmeaningful relationships with consumers. The relationship is a promise that their experience with the brand will be personally relevant, consistent, meaningful andmemorable - an experience that will be sought after time and time again. A BrandPromise 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 theywant 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, redesignoperations and strategies in order to deliver on the promise, and then develop marketingcommunications to fit with the image they are trying to portray. A Brand Promiseincorporates every aspect of a brand's business model in order to create a holistic brandexperience for the consumer. At Momentum, we know that public impressions of brandsare based only in part on communication and public images. More than anything, they arebased upon 63

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 effortsbefore and after purchase). An experience involves the entire living being and can be


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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 interactionmeaningful and real. A comprehensive set of Momentum Experiential MarketingService Drivers creates the optimal consumer brand experience for your product or

company. Momentum Experiential Marketing Service Drivers , CommunicationsAdvertising Promotions Co-Branding Events Sponsorships Product PlacementVisual/Verbal Identity Name Logos and Signage Product Presence Product DesignPackaging 64

Brand Icons Web Sites and Electronic Media Site Dynamics In summary, to effectivelydevelop 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 willingto give the brand credit for in the marketplace - Brand Footprint. Relate the brand to theconsumer in unique, consistent, relevant and meaningful ways, creating a non-duplicablepoint of differentiation - Brand Promise. Realize the promise in every interaction theconsumer has with the brand - The Experience. Developing a sound strategy will allow usto determine the best way to actualize the promise as part of a full-scale consumer experience platform. Momentum Experiential Marketing Services enable us to bringthe experience platform to life. Brand Citizenship Why the Brand Citizenship Service wascreated: 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 armsthat represent vast global constituents. They cross borders and national culture at will.They are neither products nor companies; they are worldwide constituencies of millionsaround the globe bound by common beliefs, values and point of view that transcend all 65

traditional boundaries. They have become repositories and symbols of a globalcommunity of individuals who share core values, lifestyles and beliefs. BrandCitizenship is a service that facilitates the development of marketing andcommunications strategies in this ever more global constituency led market environment.It begins with the development of new mindset tools, and practices before moving on tohow brands and corporations should operate in a world where brands begin to supercedestates and other organizations. Brand Citizenship utilizes the very latest thinking inconsidering the brand in its new environment. The role of the brand steward in worldwideconstituency management is examined: in particular how he identifies his citizenship, andthe 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 inBrand Citizenship by creating and perpetuating the brand. The Brand CitizenshipService incorporates the use of other McCann- Erickson proprietary tools such as TheBrand Footprint and The Selling Strategy (as detailed in The Roadmap to EffectiveCommunications) in the process of managing global Brand Citizenships. This processis broken down into three key areas - citizenship definition tools, communicationscorridors and a pervasive worldwide system. The Brand Citizenship Service has provenvaluable to a range of McCann- Erickson WorldGroup clients around the world. Webelieve that in the 66


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increasingly competitive global village in which we operate, our Brand CitizenshipService will become even more valuable in the future. SWOT ANALYSIS:-STRENGTHS:- 1) Planning is a major strength of this agency. This is because Mc Cannis the only agency whose president is the planner. 2) Also, as far as overall accountplanning ability , Mc Cann Erickson stands 4th amongst all advertising agencies

worldwide. 3) On the creative ability front, Mc Cann Erickson bags third position in thelist of top ten advertising agencies. 4) Mc Cann Erickson is a worldwide organizationwith its roots firmly penetrated into the soils of advertising and marketing with manysubsidiaries and group concerns , Mc Cann Erickson has aggressively tapped the worldmarket and consolidated its ground in all spheres. 5) Mc Cann Erickson is a highlyprofessionally managed organization. Its executives are its major assets as is clear fromtheir contributions to Mc Cann and their portfolios. 6) In India, an overall basis i.e. on thegrounds of quality of client servicing, overall creative quality, account planning, overallpartnership, media, market recognition, overall organization/people, billing procedures,management of financial dealings with clients &logistics, Mc Cann stands 4th in the listof Top 20 agencies. 67

7) Mc Cann Ericksons biggest strength is the quality of human resources it possesses.With people like Sorab Mistry who is the CEO South-Asia Mc Cann- Erickson , SantoshDoshi, Prasoon Joshi and Chintamani Rao, Mc Cann not only races ahead of agencies likeContract , Mudra and Leo Burnett but also has a huge potential for the future. PrasoonJoshi, earlier creative director of O&Ms Mumbai Office, now a national creative director of Mc Cann Erickson is the second amongst Indias hottest creative directors. In a shortperiod of time, he has managed to upstage a number of heavyweights to sit pretty atnumber two on the list of most admired creative directors. WEAKNESSES:- 1) ClientServicing is a major weakness for Mc Cann Erickson. On grounds of client servicing, McCann is the 5th position in the list of 15 advertising agencies; way behind agencies likeJWT, O&M, Lowe &Mudra. 2) Also, though McCann bags the third position on groundsof 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, universalMcCann is not very strong. Its on the 9th position and just followed by R K Swamy .Interms of market recognition also, Mc Cann is not very commanding. McCann Ericksonhasnt bagged too many awards and its also not very strong at managing its P.R 4)Universal McCann also lags behind most of its competitors in media buying andplanning. That is to say, it does not incur much of an 68

expenditure on advertising i.e. buying media, research and development.

OPPORTUNITIES :- 1) McCann Erickson is a worldwide organization ; having itsbranches in many parts of the world. With international tie-ups and subsidiaries in everynook and corner of the world, McCann is in a very strong position to fruitfully tap theresources unique to every country and also make an optimum exploitation of theconditions and the environment prevailing in each of these nations. 2) McCann isempowered with professionals having diversified experience and skills in the field of advertising and marketing. This can be utilized by the organization in overcoming itsabove-mentioned weaknesses to a greater extent. 3) Empowered with a worldwidereputation, McCann is also capable of diversifying into other sectors of advertising andmarketing and also other forms of media. Besides, being an organization of internationalrepute, 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 thisfield. THREATS :- 1) If McCann does not improve its client-servicing, then it can prove


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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 ontheir client-servicing abilities. 69

2) McCanns 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, theother ad campaigns of McCann have lacked creativity. So in order to remain in the topframe, McCann has to concentrate on its creativity. 3) Lack of proper media planning isalso a major threat for McCann. It has to improve a lot on this aspect to survive thecompetition. ADVERTISING AGENCY # 5 MUDRA HISTORY It was a rather humblebeginning ;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 Tocreate the best contemporary advertising which Mudr

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