Advertising Report

1. INTRODUCTION

Adgroup is a full service Advertising and public relations agency founded by

late I.H Burney in 1966 with workstations in Islamabad, Lahore, Karachi, Peshawar

and Muzaffarabad (Azad Jammu and Kashmir). Adgroup nurtures the vision of its

clients by supplying the necessary passion for innovative thinking, the talent for

expressing ideas, and the powers of execution to translate that vision into a

project representative of customer’s needs. We aim for the seed of the vision to

take root, deep in the target audience’s imagination, grow long and high into a

familiar brand presence, and bear real fruit in real time. At Adgroup Advertising,

we weigh the fruits of our labor by the expansion of our clients’ clientele and

measure the growth of our business by the growth of theirs.

Adgroup is an entity made up of highly efficient and expert Human

Resource comprising of qualified designers and equipped with latest technologies

and studios which add to their skills. Its full-service team philosophy allows us to

efficiently and powerfully shares ideas, resources and assets: delivering cohesive

marketing and communications solutions on time, and in budget.

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2. SERVICES

Caimpaign Development

Print Advertising

Outdoor Advertising

Point of Sale

Packaging Design

In-Store Displays

Production

Film Production

Animation

Graphic Design

TV and Radio Productions (Jingles, Spots, Programs)

Media Services

Media Planning

Buying & Relations

Publication Design

Media Briefings

Media Monitoring

Event Management

Seminars

Conferences

Workshops

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Product Launches

Road Shows

Training Programs

Press Conferences

Public Relations & Direct Communications

Interviews, Talk shows

Information Leaflets, Videos, CDs

Sampling and Disbursements

Exhibitions and Events

Public Relations & Indirect Communications

Editorial Print & Broadcast

Endorsement of Celebrities,opinion makers, professional bodies

Sponsorships

Research

Focus Groups

Surveys

Communication

Arts

Web Designing & Services

Relationship Marketing & Government Relations

3. SISTER CONCERNS

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Zodiac Commercial:

Equipped with modern methods and materials form an unbeatable

combination, Zodiac assists Adgroup in all Audio/ Video productions. Fully

computerized studio benefits from a wide range of software designed to keep up

with latest trends.

Independent News Pakistan (INP):

Independent News Pakistan (INP) is a trend-setting news producing

organization. It is a multi-dimensional establishment which provides news service

in English, Urdu, and Sindhi languages and is aspiring to add Arabic to its platform

to enhance the cachet of readership. INP is also providing quality news pictures

and video clips to hundreds of subscribers in Pakistan and abroad through its

bureaus in all the provincial capitals, and Muzaffarabad and hundreds of

correspondents spread across the length and breadth of Pakistan and abroad.

4. LOCATIONS

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Adgroup has been operating from the following offices in Pakistan:

Head Office: Islamabad

9, West 1ST & 2ND Floor Rizwan Plaza, Blue Area, Islamabad

Tel: 92 51 2825008, 2270658 & 2273995

Fax: 92 51 2273996, 2273997

UAN: 111 333 222

E-mail: [email protected]

URL: http:// www.adgroup.com.pk

Peshawar Office

First Floor, Abbas Tower Khyber Super Market, Near Qayyum Sports Complex,

Peshawar Cantt

Phone: 92 91 5252170

Fax: 92 91 5252171

Karachi Office

707, 7th Floor, Progressive Plaza, Beamount Road, Near PIDC House, Karachi

Tel: 92 21 565 – 5681 - 4

Fax: 92 21 565 - 5648


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URL: http://www.adgroup.com.pk

Lahore Office

House No.91, Block G, Gulberg III, Lahore

Phone: 92 42 5845285 - 88

Fax: 92 42 5845289


URL: http://www.adgroup.com.pk

Muzaffarabad Office

Bank Road Near Club Hotel, Muzaffrabad.

Phone: 92 333 58103302, 92 333 45703302


URL: www.adgroup.com.pk

5. CLIENTS

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http://www.adgroup.com.pk/

We listen with care to what our clients have in mind, especially the

intentions behind the advertising needs they express, and communicate actively

throughout the creative process to fit advertising solutions to their desired

results, and never vice versa. It’s due to this approach to advertising that a broad

range of clients have enjoyed long term success.

Below is a representative sample of organizations that choose Adgroup:

Allama Iqbal Open University

Quaid-e-Azam University

Riphah Institute

COMSATS Institute of Information Technology

Higher Education Commission

Shifa College of Medicine

International Islamic University (IIU)

Sargodhian Spirit Trust

University of Wah

HIT Education City Taxila

Ministry of Health

Pakistan International Airline (PIA)

Ministry of Information (Khushal Pakistan Programme)

Board of Investment

National Institute of Health

Karachi Port Trust

Ministry of Population Welfare

Central Board of Revenue

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Heavy Mechanical Complex

Zaria Taraqiati Bank Islamabad.

Commission on Science & Technology, Islamabad

Saudi Pak Industrial and Agricultural Investment Company

British Council

Pakistan Software Export Board

Nortel Networks

WAPDA

Population Welfare Department Punjab

Special Children Education Punjab

AJK Council

Federal Govt. Employees Housing Foundation (FGEHF)

Inter Services Public Relations (ISPR)

Pakistan Housing Authority (PHA)

Oil & Gas Development Corporation Limited (OGDCL)

Oil & Gas Regulatory Authority (OGRA)

Bobby Khan Holdings

Save the Children UK

KHL – Konnect Holden

Nera Networks

Pakistan Telecommunication Authority

UNICEF

British Airways

SME Bank

UNAIDS

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IESCO

Pakistan Broadcasting Corporation

Shifa International Hospitals Limited

Federal Board of Revenue

PCRWR

6. ORGANIZATIONAL HIERARCHY

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7. DEPARTMENTS

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There are five departments, which are actively participating in all the ongoing

activities in Adgroup.

1. Marketing

2. Creative Designing

3. Media

4. Finance & Accounts

5. Administration

Marketing

Marketing department is the core department of the agency, dealing with

the ads and client, both include in the activities performed by the marketing

department. Client Services is the major subdivision in this department. So that

every activity performed in this, is highly sensitive and every aspect while dealing

with the public is to be kept in mind. These activities begin from the brief given by

the client and ends up with the ad published for the similar client. From General

Manager to the Client Services Executive, every single personnel participate

actively and efficiently.

Creative Designing

It is the second department of the agency, where creativity has been

converted to a visual or printed shape, to make it appealing, eye-catching and

enchanting. In this department, copywriter writes the ad make the lines and

punch lines of the ad.

Media

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Media department deals in all the activities done in the premises of media

and advertisements i.e. print advertisements and TVCs. Their main aim is to check

that either there’s a powerful visual or not, is the copywriting in its simplest and

understood form? And the caption should be eye-catching. All of these strategies

were made by the creative department earlier, media department further flourish

all these activities.

Finance

The finance department deals in all the activities related to finance &

accounts, bills payable or been paid, revenue generation, asset liability ratio etc.

all of these activities are done under the roof of accounts department.

Administration

Administration includes CEO, General Manager and the managers under

them, every department has a manager participates in the activities performed in

the relevant department. The executives come under the supervision of the

managers. They directly report to the General Manager as well. There is also first

line management involves in the administration i.e. the receptionist, clerks and

tea boys.

8. ADVERTISING PROCESS (Government vs Commercial)

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In government sector, the advertisement has a complicated process as

compared to the private sector or commercial sector. In government ads the brief

is first taken from the client, from which the Release Order (RO) is also received.

This RO is sent to Press Information Department (PID) for approval.

When this RO has been approved, the insertion order is sent to newspaper

which includes, size, position, page number and date of insertion. This insertion

order is sent separately from the media department of Ad agency along with the

material. When the particular ad has been printed, Bill (Tear Sheet) is submitted

to PID which includes Client’s letter, cutting, bill’s copy, for the verification, (tear

sheet tells that where that particular ad was printed).

At last, the client pays off the bill to that certain agency. This process takes

3 to 4 months from brief to payment.

In private sector, the process of advertising is quite simple; here the brief is

taken from the client. This brief is given to the creative department in which the

brainstorming is done and the ad is made by the media department and sent to

the newspaper for the printing process and RO is sent to the client from where

the payment of bill is done.

9. ROLE OF MEDIA DEPARTMENT IN ADVERTISING PROCESS

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Media department deals in all the activities related to the making and

processing of an ad in an agency. In Adgroup, media department has government,

semi-government and commercial clients. They also participate in the rates

competition done by the APNS. Media is responsible for the bills, their approval,

bill numbers, Release Orders, Email addresses and also responsible 25% quota for

small newspapers by APNS.

In the processing of an ad, media department take care of measurement of

the particular ad in a newspaper. From all 8 columns of newspaper till all the

stations of the newspapers, media department is linked with all of them because

they have to charge for each column, page number, color-scheme of an ad. As far

as TVCs are concerned, media department charges for the duration of the TVC.

Inside the organization, media department is linked up with the sister

concern ZODIAC, the processing of the TVC is done here. The location, cast, script

etc. everything is set according to the type of the TVC.

10. TYPES OF CLIENT OF AN ADVERTISING AGENCY

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Listed Client

Listed client is the client of an agency which does a competition in between

the agencies; different ads are made by the agencies in accordance. From those

ads, the best one is being chosen by the client.

Open Client

Open client doesn’t do any competition in between the agencies. They

choose one particular agency for the making and publishing of their ads.

International Client

International clients have their representatives in different countries from

which want to publish their ads. As well as, there is a same scenario for

International News. There is an external publicity wing for the newspapers which

pays in US Dollars. There is an International Publicity Association which is linked

with the Pakistan Publicity Association. They pay that certain amount before the

publicity of the ads in cash. For the credit purpose, APNS does the accreditation.

11. JURISDICTION

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Newspapers come under the jurisdiction of APNS and Ad Agencies.

Whereas, the channels come under the jurisdiction of Pakistan Broadcasting

Association (PBA) and Ad Agencies as well. PEMRA is a regulatory body, PEMRA

runs all the channels and controls them as well. PEMRA is an independent body.

Newspapers are the members of APNS and APNS gives the accreditation to

newspapers and Ad Agencies as well.

When the membership is given to the newspapers, then the publications by

the newspapers become membership publications, while the publications by

other newspapers become non-membership publications. Newspapers having

membership publications have the benefit that APNS is responsible for their

publications. Accredited agencies can work on credit process of publications, by

60 to 90 days and same is the limit of their credit.

For example, the clearance of the ad published in January- February will be

done on May. There is a fixed bank guarantee given on the credit publications. If

client is unable to pay-off the amount of the credit, then Ad Agencies can

complaint to APNS against them. This can cause the suspension on the clients

from publishing the ads from all the agencies. Same suspension can be done on

Ad Agencies as well by APNS and PEMRA if they are unable to pay-off the amount

of the credit to APNS and PEMRA.

12. ROLE OF “ZODIAC” IN ADGROUP

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Zodiac is a production house lies in the media department of Adgroup. The

job of zodiac is to visualize the creativity or the theme created by the creative

department of agency about the particular ad of certain client. First of all, the

script is written on the briefs given by the client. Then they start searching for the

campaigns relevant to that particular product or service offered by other

organizations, on internet. Then the further work is divided into two stages, the

pre-production stage and the post-production stage.

In pre-production stage, the script is written on the brief, the arrangement

of the location or set, arrangement of artists, the voiceover artists is done by the

pre-production team. When the shooting of the ad finishes, then it comes the job

of the post-production team. This team put all the recorded data in their systems

to edit them, add some visual effects, arranging the voiceover, the background

music, scenes from different angles.

Each single and minor part of that certain TVC or documentary goes

through the process of editing. They usually make two or three ads for the client

to make them comfortable to choose their type of substance. At last, that

particular TVC or documentary is sent to the relevant client for their approval.

13. ACCOUNTS DEPARTMENT

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Accounts department also plays a vital role and has a broad space in the

frame of Adgroup. Accounts department keeps whole information about the

receivables and payables of the agency. They keep an eye on upcoming financial

boom or crisis which could affect the business of agency in future. They are also

aware of the suspension of agency by APNS. Those all are the perspectives on

which accounts department works accordingly.

Accounts department maintains the records of capital expenditures,

operating expenditures, payables and receivables. Capital expenditures include all

the expenditures related to investment purpose. Operating expenditures include

the salaries, utility bills and running costs incur during the operations.

Retained earnings for the business is after settling payable to APNS,

receivable from the clients and the capital expenditures. The department has

operating revenues and non-operating revenues. Salaries are given to the

employees from non-operating revenues. Apart from this, it has maintained the

record of other revenues and other investments.

Accounts department holds responsibility of every single accounts related

activity performed from billing till the making of financial statements and annual

report following the Adgroup.

14. ADGROUP AWARDS

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Adgroup has been acknowledged for its excellence in successfully executing

variety of communication campaigns for clients from different spheres of life.

Presented below is the Adgroup’s recognition for its exemplary performance.

1. 14th APNS AGENCIES AWARDS - 1994 / 96

Category: Best Newspaper Advertisement

Client: Ministry of Health

2. PAA AWARDS - 1996

Category: Single Mass Medium

Client: Minister’s Literacy Commission Service

Promoting education in a country.

3. PAA EXCELLENCE AWARDS - 1997

Category: Public Service Print Advertisement

Client: Ministry of Population Welfare

4. PAA AWARDS - 2000

Category: Corporate Print Advertisement

Client: Pakistan Postal Services

5. PAA GRAND AWARDS - 2003

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Category: Corporate Print

Client: Pakistan International Airlines


Category: Social Marketing - Public Service Print Advertisement

Client: Ministry of Population Welfare


Category: TV Commercial (Polio) Best Service

Client: Ministry of Health - EPI

8. APNS GOLDEN JUBILEE AWARD – 1953 / 2003

Category: Business Performance Award (Top ten Agencies)

9. 19th APNS AWARDS (2005-2006)

Category: Best Public Service Campaign


10. 19th APNS AWARDS (2005-2006)



11. 19th APNS AWARDS (2005-2006)

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12. PAA GRAND AWARDS

Category: Art & Technique

Client: Extended Program for Immunization

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