Ad Agency Final

7/30/2019 Ad Agency Final

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EXECUTIVE SUMMARY

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

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

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

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

world and society at large

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

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

deserve a mention:

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

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

proposed to be advertised.

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

maximisation.

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

accepting an assignment.

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

concerned, diversification objectives are involved or specialisation motives are in

question.

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

social values

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

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

confidential in their operations and over-aggressive in competition.

Not many agencies are laying too much emphasis on selection of proper humanresources 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 advertising agencies. Due to this, there is lack of specialisation,

improvisation and dynamism.

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

occupied by these agencies:

The advertising agencies should function in a healthily competitive

environment rather than in an aggressive world of cut-throat

competition.

The agencies should definitely give importance to profit

maximisation but at the same time function in public interest as

far as charges and quality of products is concerned.

The agencies should also conduct a SWOT analysis of the products

to be advertised at the time of accepting assignments

alongwith the routine SWOT analysis of the clients.

There should also be a provision for staff training whereby the

staff is properly motivated and educated for the roles they perform

in the organisation leading them to specialisation and perfection.

The advertising agencies should also have a perspective of tapping

new avenues, creating mew markets and pursue global

expansion for the benefit of themselves and for the country at

large.

RESEARCH METHODOLOGY

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Topic : STUDY OF ADVERTISING AGENCIES

1. OBJECTIVE :

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

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

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

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

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

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

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

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

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

2. AGENCIES COVERED :(1) Xebec

(2) Canco

(3) McCann-Erickson

(4) Carat

(5) Mudra

3. RESULT

The cummulative result of primary sources of data collection and secondary

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

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

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

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

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

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

carrying good doses of expectation from this project.

INTRODUCTION

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

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

today the biggest weapon of power in anyones hands is that of advertising. Just as water

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

survival is bound to rise.

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

Shakespeare when he says, Whats there in a name there is definitely everything

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

publicity.

Today everyone advertises from crches to crematorium ,from hotels to hospitals, from

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

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

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

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

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

someone down, important is that you should rise.

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

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

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

offices

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

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

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

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

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

these agencies.

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

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

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

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

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

never risen from the sands of time.

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

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

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

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

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

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

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

every cloud has a silver lining to it.

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

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

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

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

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

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

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

India and the hysteria still continues.

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

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

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

BLACKMAGIC MOTION PICTURES for their clients products like Hamara

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

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

etc.

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

behind them, its pertinent to bring to limelight the benefits which we, as a society, are

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

PRESENTING...

The pros

(1) Creating awareness :

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

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

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

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

ornamenting our spacious drawing rooms.

(2) Enabling wider choice and access to products :

So many products and so many ads for each of themleaves the poor customer

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

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

building compounds to those stuck on the walls of the railway comparents, the

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

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

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

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

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

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

(3) Uplifent of standard of living :

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

emphasized as everyone knows that depending on the financial background,

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

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

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

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

and publicity.

(4) Necessary for the growth of the businesses :

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

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

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

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

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

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

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

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

remain on the topmost rank.

The cons.....

(1) A cold shoulder to social responsibilities :

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

the society. Their commitents and obligations to the society are mani-fold. Being

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

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

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

they can also design propagandas for conveying important social messages like

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

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

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

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

and mindset of every Indian.

(2) No SWOT of products advertised conducted :

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

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

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

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

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PROFILE

ADVERTISING AGENCY

ADVERTISING

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

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

we can say that Advertising is brand building through effective communication

INTRODUCTION TO ADVERTISING AGENCY

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

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

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

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

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

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

agencies comes picture.

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

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

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

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

FUNCTIONS OF ADVERTISING AGENCY:

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

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

control.

Planning: The advertising agency plans the advertising campaign. The

management delegates the responsibility of advertising planning and execution to

the agency. The agency must have a fair knowledge of the firms products, its

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

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

Creation and Execution: Specific advertisements are created. The advertising

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

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

produced. The advertising agency prepares a suitable advertising copy for

insertion in all the media.

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

works with the clients sales force and distribution network to ensure the long-run

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

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

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

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

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

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

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

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

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

the accountant.

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

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

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

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

carried out properly which is devised to implement the campaigns

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

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

and the time available from television and radio.

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

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

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

facts and figures.

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

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

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

sales promotion functions and client contacts are maintained by the management

for the effective operations of the advertising agency.

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BROADCASTPRINTPRODUCTION

STAGE

INTERNAL

CLIENT BRIEF

ENTERS THE AD AGENCY

CREATIVE BRIEF MEDIA BRIEF

CREATIVE PROCESS

COPYWRITING ILLUSTRATING

LAYOUTS

CLIENT APPROVAL

TYPOGRAPHY ENGRAVING FILMING EDITING

PRINT AD

PRINT MEDIA

COMMERCIAL

BROADCAST MEDIA

AD REACHES THE TARGET AUDIENCE

EXTERNAL

CREATIONSTAGE


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TYPICAL ADVERTISING AGENCY STRUCTURE

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Chairman & Managing

Director

(Chief Executive Officer)

Finance

Management

Accounts

Administration

Media Director Creative DirectorClient service

Director

Group Account

Manager

Account Supervisor

Account Executives

Media

Controllers

Media Supervisors

Media

Planners

Media

Buyers

Media Media

Studio Films

Print &

ProductionAssociate Creative

Directors

Creative Group Heads

Copywriters Art Directors


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ADVERTISING AGENCY # 1

X E B E C

THE WHEREABOUTS

HEAD OFFICE :

20, Santosh Heights,

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

Opp. Apsara Theatre,

Pune 411 037.

BRANCH OFFICE :

Jain Chambers, 1st Floor,

Next to Saga Shopping Centre,

S.V. Road, Bandra (West),

Mumbai 400 050.

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

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

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

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

something really very praiseworthy.

MODUS OPERANDI :

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

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

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

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

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

gets a total assurance of the output.

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

about the product or the service to be advertised from the 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 these lines, the agency also makes

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

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

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

such assignment.

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

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

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

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

its a thorough professional approach wherein the client is rest assured about the benefits

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

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

outcome.

THE CANVAS ON WHICH XEBEC PAINTS THE PRODUCT :

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

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

HOW CAN I KNOW ABOUT XEBEC :

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

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

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

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

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

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

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

creditworthy customers.

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S.W.O.T. Analysis:

STRENGTHS :

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

profile about the product or the service to be advertised from the 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 these lines, the

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

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

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

run, going to derive out of every such assignment.

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

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

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

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

entire exercise. So, its a thorough professional approach wherein the client is rest

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

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

them but is entirely a winners outcome.

WEAKNESSES :

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

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

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

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

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

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

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

cooks spoil the broth

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

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

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

backdrop in its success story.

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

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

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

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

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

topmost levels of organizational hierarchy who are mainly shouldering the

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

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

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

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

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

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

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

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

of ideas.

OPPORTUNITIES :

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

just specializing in one particular media.

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

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

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

always go for quality staff.

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

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

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

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

THREATS :

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

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

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

requirements.

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

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

and growth into other media. It is quite understandable that in todays world to

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

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

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

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

any organization.

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CASE STUDIES

1. KIMBERLY CLARK

1.1 Brief

Associate Kimberly Clark with personal hygiene by a campaign encouraging people

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

their employees and guests access to hygiene products.

1.2 Execution

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

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

hygiene with a byline by Kimberly Clark.

1.3 Result

A direct association between Kimberly Clark and personal hygiene and increased

usage of Kimberly Clark products and supplies.

2. KINETIC

2.1 Brief

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

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

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

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

performer - REMO - to stir up the excitement.

2.3 Result

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

3. THYSSENKRUPP

3.1 Brief

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

3.2 Execution

A creative campaign in Indian and foreign magazines and journals closely

targeted at industrial decision makers.

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3.3 Result

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

German company. ThyssenKrupp continues to be a valued client.

4. INDIACOM

4.1 Brief

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

yellow pages directory.

4.2 Execution

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

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

awareness of the INDIACOM edge.

4.3 Result

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

disseminated yellow pages directory resulting in more placements in their

directory.

5. LIPI DATA SYSTEMS

5.1 Brief

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

print solutions for small businesses and corporates

5.2 Execution

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

5.3 Result

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

solutions.

6. INTELLIGENT INVESTOR

6.1 Brief

Raise Intelligent Investor's profile through high powered personal finance

exhibitions in the metros.

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6.2 Execution

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

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

advice on offer.

6.3 Result

A tremendous response to the personal finance exhibitions leading to increased

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

7. CENTURION BANK

7.1 Brief

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

banking services for small customers.

7.2 Execution

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

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

about Centurion Bank's thrust towards them.

7.3 Result

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

the smaller customers.

8. DISHNET DSL

8.1 Brief

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

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

access.

8.2 Execution

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

8.3 Result

Increased interest and awareness about broadband Internet access, establishing

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

sales.

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AWARDS & ACHIEVEMENTS :

Best Radio Jingle

[A refreshing jingle for Electronica Leasing & Finance Ltds Fixed Deposit Schemes]

CEAD - Best Radio Jingle

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

Trade Fair/Exhibition Design

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

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

Trade Centre, Mumbai, November 98]

WHOS WHO IN XEBEC ?

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

independent thought and initiative are our hallmarks which explains the low

attrition rates.

Key people behind the success of Xebec are -

Kiran Bhat - Chief Executive Anil Bhat - Executive Director

Vincent Sebastian - Branch Manager Radhika Akolkar - Account Director

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

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

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

DIVISIONS OF XEBEC

M.A.R.S.

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

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

response.

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

M.A.R.S. Services:

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

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

Surveys... Dealer Audits...

STELLAR - P.R.

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

important vehicle to increase mindspace and mindshare.

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

contacts in press and TV for national coverage.

CUSTOMER CONNECT

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

LIST OF CLIENTS

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C A R A T

THE WHEREABOUTS

HEAD OFFICE :

CARAT MEDIA SERVICES INDIA PRIVATE LIMITED

Barodawala Mansion,

81, Dr. Annie Besant Road,

Worli, Mumbai 400 018

India.

Email : [email protected]

Website : www.carat-india.com

CEO: Sulina Menon


Carat India - New Delhi

Address : E82A, Greater Kailash Part-1,

New Delhi, Pin-110048, India

Tel No : (91) 11 629 4112

Fax No : (91) 11 629 3680


Website: www.carat-india.com

Website: www.carat-asiapacific.com

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

worldwide organizations viz., Vizeum & Postersope Worldwide.

MODUS OPERANDI :Being a truly professional & competitive in approach, CARAT has a well-defined and

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

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

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

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

assurance of the output.

SWOT ANALYSIS OF CARAT :

STRENGTHS

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

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

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

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

2. Carats aim is to deliver business advantage for its clients through effective

communication programmes that maximize return on invesent. This means

partnering with its clients to produce sustainable improved sales by building

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

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

brand. The Carat approach to communication planning gets results.

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

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

fundamental to building effective communication strategies. As messages reach

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

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

programme which engages consumers with the brand and reveals the inherent

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

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

starts relating himself with it.

4. Carats clients are very much impressed with its ability to work as an international

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

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

global media effectiveness.

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

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

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

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

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

measurable improvements in its clients' business.

5. Incisive management of media delivers business advantage to Carats clients.

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

measure media effectiveness, across traditional and online media channels.

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

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

such as Charisma and Ad-itudes helps Carats clients reach their core targets more

effectively and develop strategies to attract new customers.

WEAKNESSES

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

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

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

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

avenues.

2. Carat does not have a broad clientele base which means that it does not enjoy avery diversified brand loyalty.

OPPORTUNITIES

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

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

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

diversify its operations and tap the market worldwide.

THREATS

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

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

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

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

emerge as a genuine world leader.

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

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

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

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

does not do will hamper its growth and development process.

CLIENTS

Adidas Diageo EMI Group Ferrero International

Fiat Henkel Kellogg Kraft Jacobs

Suchard LVMH Mannesmann- Vodafone

Merloni Beiersdorf Bertelsmann BMW

Cable & Wireless Carrefour Coca-Cola Club Med

Danone Group Nissan Pernod Ricard Pfizer

Philips Renault Sara Lee SCA

SmithKline Beecham Telefonica Walt Disney

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C A N C O

THE WHEREABOUTS

HEAD OFFICE :

518, Tulsiani Chambers,

Nariman Point,

Mumbai 400 021.

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

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

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

is continuing its progressive march.

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

something really very praiseworthy.

MODUS OPERANDI :

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

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

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

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

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

gets a total assurance of the output.

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S.W.O.T. ANALYSIS OF CANCO :

STRENGTHS

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

advertising & marketing to its clients.2. It conducts a SWOT Analysis of its clientele to assess their strengths and

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

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

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

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

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

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

environment in which it functions.

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

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

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

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

weapon in anyones hands to have a stable and a loyal base of clientele.

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

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

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

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

development.

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

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

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

customers, depending on their requirements, the characteristics of their productsand their cost constraints, it helps them in selecting the proper medium for

advertising their product or service.

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WEAKNESSES

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

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

who are professionals in this field are few whereas the line staff is quite much.This may lead to centralization of decision-making and an obvious influence of

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

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

organization.

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

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

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

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

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

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

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

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

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

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

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

OPPORTUNITIES

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

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

concentrated effort on improvising the strength of professional staff.

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

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

into its kitty.

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

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

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

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THREATS

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

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

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

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

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

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

aggression, timeliness and dynamism.

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

environmental conditions who are constantly offering more and more services to

their customers and diversifying themselves day in, day out.

THE CANVAS ON WHICH CANCO PAINTS THE PRODUCT :

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

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

hoardings, pamphlets etc.

HOW CAN I KNOW ABOUT CANCO?

Well, being professional and competitive in approach, it is CANCO who approachesits prospective clients and not wait for the the clients to fathom for it. So, the client

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

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

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

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

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

credit to its continuous and creditworthy customers.

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ORGANISATION STRUCTURE OF CANCO

ORGANISATION STRUCTURE

Mr. Ramesh Narayan, (Managing Director)

Creative Director Copywriters

(1) Mr. Dhananjay Neelam

(2) Mr. Arun

Total Staff Strength : 24

FACILITIES OFFERED BY CANCO TO ITS CUSTOMERS :

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

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

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

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

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

AWARDS WON BY CANCO

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

creates awareness for leprosy .

b. Given by Advertising Club, Mumbai

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

HISTORY

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

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

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

vision.

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

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

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

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

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

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

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

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

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

strategic tools and a shared vision for effective marketing communications.

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WHOS WHO :

John J. Dooner CHAIRMAN, CHIEF EXECUTIVE OFFICER McCANN-ERICKSON WORLDGROUP

Arther DAngello CHIEF FINANCIAL OFFICERMcCANN-ERICKSON WORLDGROUP

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

Max Gosling

President, CEORepresentative Director McCann-Erickson Japan

Peter Hamilton

REGIONAL DIRECTOR MCCANN-ERICKSON ASIA PACIFIC

Robin KentCHAIRMAN AND CEOUNIVERSAL MCCANN

Bill KolbPRESIDENT AND CHIEF OPERATING OFFICERMOMENTUM WORLDWIDE

Ben LangdonREGIONAL DIRECTOR, McCANN-ERICKSON EUROPE,MIDDLE EAST & AFRICA

Pamela MaphisLarrick

CHIEF EXECUTIVE OFFICER MRM PARTNERS WORLDWIDE

Marcio M.Moreira

VICE CHAIRMAN, CHIEF CREATIVE OFFICERWORLDWIDE DIRECTOR OF MULTINATIONAL ACCOUNTSMCCANN-ERICKSON WORLDGROUP

Jens OlesenREGIONAL DIRECTOR LATIN AMERICA/CARIBBEANMCCANN-ERICKSON WORLDWIDE

Dr. JosephPlummer

EXECUTIVE VICE PRESIDENTDIRECTOR OF RESEARCH & INSIGHT DEVELOPMENTMCCANN-ERICKSON WORLDGROUP

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Stan RappCHAIRMAN EMERITUSMRM PARTNERS WORLDWIDE

Joe Torre CHAIRMAN AND CEOTORRE LAZUR MCCANN HEALTHCARE WORLDWIDE

Chris Weil CHAIRMAN AND CHIEF EXECUTIVE OFFICERMOMENTUM WORLDWIDE

MODUS OPERANDI OF McCANN-ERICKSON

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

marketing communications disciplines. They unite professionals in different offices

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

together for common clients.

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

practices with our cutting-edge thinking.

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

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

Communications, The Brand Optimization Map incorporates the thinking behind thebest strategy and planning processes of various disciplines into a unique, universal

strategic service.

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

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

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

brands for long-term growth.

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

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

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

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

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

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

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

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

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

create enduring marketplace growth.

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

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

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

optimized manner.

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

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

services and optimizing top-line revenue.

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

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

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

company activities.

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

Optimization, Brand Contact, Relationship Management and Demand Performance

activities.

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

communications operations across multiple channels, their unique linkage makes them

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

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

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

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

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

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

communications. This strategy development service recognizes that brand marketers

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

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

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

coordinated usage of a full range of marketing communications disciplines.

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

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

Demand creation is the new priority.

Demand creation in the new marketing communications environment has become

especially challenging. The technology revolution has surrounded customers and

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

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

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

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

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

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

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

integration of content is still a core priority.

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

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

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

integration of resources.

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

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

framework to optimize the marketing communications plan.

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

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

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

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

fully integrated marketing program.

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

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

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

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

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

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

the specialized talent and creative energies of all our marketing communications

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

powerful brand communications strategies.

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

BRAND OPPORTUNITY

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

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

overall health of a brand.

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

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

clarity to recognize major brand opportunities and solve brand problems.

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

objectives that are common to all marketing communications disciplines regardless of

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

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

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

informs marketing innovation and execution. McCann Pulse insights feed the

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

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

Erickson offices around the world and is reported on the company intranet. Regionaldecisions can be made through the collection of key market data, and they in turn are

used to create a comprehensive global picture of evolving trends.

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

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

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

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

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

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

Footprint and McCann Selling Strategy service components.

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

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

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

powerful strategic idea for creative execution across all marketing communications

disciplines.

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

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

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

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

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

MARKETING MIX

McCann Fusion 2.0 is a proprietary marketing mix software model that provides theoptimal allocation for each marketing discipline to attack the stated marketing challenge.

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

between our marketing communications disciplines and the Universal Marketing Drivers

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

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

disciplines for Brand Optimization.

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

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

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

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

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

extent that they can make a difference.

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BRAND PERFORMANCE:

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

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

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

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

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

being rolled out of test market.

Road Maps to Effectiveness :The Road Map to Effective Advertising

The Road Map to Effective Communications

Why the McCann Road Map Service was Created:

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

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

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

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

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

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

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

proprietary tools is designed to create effective advertising and communications

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

service results in communications strategies that create loyal customers when audiences

are moving targets and strengthen core brand values.

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

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

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

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

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

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

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The McCann Road Map's Key Components:

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

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

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

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

build brand values.

Components of The Road Map to Effective Advertising include:

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

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

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

successfully across marketing landscapes.

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

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

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

process to assess the effectiveness of marketing communication campaigns.

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

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

consumers and their consumption; whether observed crosscurrents are connected or

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

cultural shift within a market.

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

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

components of McCann Pulse:

The Pulse of Popular Culture

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

reflect and influence consumers.

The Pulse of Observers of Change

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

consumer groups.

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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 in the language of consumers

Consumer perspectives of major marketing issues or events

Context for new creative ideas

Brand Footprint

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

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

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

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

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

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

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

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

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

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

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

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

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

most prominent personality characteristics.

McCann Selling Strategy

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

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

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

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

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

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

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

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The McCann Selling Strategy uncovers the motivations of conceptual target audiences

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

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

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

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

creating ideas that add perceptual value to clients' brands.

McCann AdWorks

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

AdWorks tool ensures more effective marketing communications by providing

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

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

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

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

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

Brand Footprint is understood and if the campaign is entertaining.

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

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

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

marketplace results at the earliest stages of creative development.

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

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

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

future.

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

as 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 and

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

become part of their lives.

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

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

future.

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

Experiential Marketing Services create unique, nearly impenetrable emotional bonds

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

every interactive level. Momentum Experiential Marketing Services are designed to

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

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

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

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

dissatisfaction and high brand switching.

STRATEGIC APPROACH TO DEVELOPING THE BRAND EXPERIENCE

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

be duplicated by competitors.

MOMENTUM EXPERIENTIAL MARKETING SERVICES

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

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

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

customers)

BRAND = REPUTATION (in the marketplace)

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

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

of a brand's meaning and personality.

Specifically it embodies:

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

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

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

attacks.

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

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

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

BRAND = PROMISE (to the marketplace)

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

marketplace; this understanding allows us to build meaningful relationships with

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

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

sought after time and time again.

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

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

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

duplicable point of differentiation in the marketplace.

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

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

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

the image they are trying to portray.

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

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

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

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

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

BRAND = EXPERIENCE (of customers)

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

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

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

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

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

making the interaction meaningful and real.

A comprehensive set of Momentum Experiential Marketing Service Drivers creates the

optimal consumer brand experience for your product or company.

Momentum Experiential Marketing Service Drivers ,

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Communications

Advertising

Promotions

Co-Branding

Events

Sponsorships

Product Placement

Visual/Verbal Identity

Name

Logos and Signage

Product Presence

Product Design

Packaging

Brand Icons

Web Sites and Electronic Media

Site Dynamics

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

sought after, we must:

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

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

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

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

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

Experience.

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

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

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

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Brand Citizenship

Why the Brand Citizenship Service was created:

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

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

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

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

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

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

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

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

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

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

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

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

states and other organizations.

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

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

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

enter a dialogue with the citizen. Analogies are drawn from the past in order to gain freshinsight on the role and the responsibilities of the brand steward - someone we come to

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

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

creating and perpetuating the brand.

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

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

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

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

definition tools, communications corridors and a pervasive worldwide system.

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

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

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

more valuable in the future.

SWOT ANALYSIS:-

STRENGTHS:-

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

agency whose president is the planner.

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

amongst all advertising agencies worldwide.

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

top ten advertising agencies.

4) Mc Cann Erickson is a worldwide organization with its roots firmly penetratedinto the soils of advertising and marketing with many subsidiaries and group

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

consolidated its ground in all spheres.

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

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

portfolios.

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

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

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

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

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

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

potential for the future. Prasoon Joshi, earlier creative director of O&Ms Mumbai

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

amongst Indias hottest creative directors. In a short period of time, he has

managed to upstage a number of heavyweights to sit pretty at number two on the

list of most admired creative directors.

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WEAKNESSES:-

1) Client Servicing is a major weakness for Mc Cann Erickson. On grounds of client

servicing, Mc Cann is the 5th position in the list of 15 advertising agencies; way

behind agencies like JWT, O&M, Lowe &Mudra.

2) Also, though McCann bags the third position on grounds of creative ability, it is

mainly due to the strength of its Coke campaign and to a lesser extent the work on

chlormint.

3) As far as media planning is concerned, universal McCann is not very strong. Its

on the 9th position and just followed by R K Swamy .In terms of market

recognition also, Mc Cann is not very commanding. McCann Erickson hasnt

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 and

planning. That is to say, it does not incur much of an expenditure on advertising

i.e. buying media, research and development.

OPPORTUNITIES :-

1) McCann Erickson is a worldwide organization ; having its branches in many parts

of the world. With international tie-ups and subsidiaries in every nook and corner

of the world, McCann is in a very strong position to fruitfully tap the resources

unique to every country and also make an optimum exploitation of the conditions

and the environment prevailing in each of these nations.

2) McCann is empowered with professionals having diversified experience and skills

in the field of advertising and marketing. This can be utilized by the organization

in overcoming its above-mentioned weaknesses to a greater extent.

3) Empowered with a worldwide reputation, McCann is also capable of diversifying

into other sectors of advertising and marketing and also other forms of media.

Besides, being an organization of international repute, it is also capable of

recruiting some of the best people in the industry on whose individual strengths it

can continue to remain a world-leader and a trail-blazer in this field.

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THREATS :-

1) If McCann does not improve its client-servicing, then it can prove to a major

threat in the growth of the organization. This is because of the fact that most of

the other organisations who are close competitors of McCann have already

improvised on their client-servicing abilities.

2) 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, the other ad campaigns of McCann have lacked creativity. So in order

to remain in the top frame, McCann has to concentrate on its creativity.

3) Lack of proper media planning is also a major threat for McCann. It has to

improve a lot on this aspect to survive the competition.

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M U D R A

HISTORY

It was a rather humble beginning ;No thunder, no lightning, no guardian angels

showering of blessings

In 1980, Mudra had one client - Vimal and a 500sq.ft. Office Its objective was very

simple To create the best contemporary advertising which Mudra did.

Mudra really is not sure if it made the advertising fraternity sit up and take notice But

others definitely did which explains how nine years hence, Mudra was the largest Indian

advertising agency And today, 23 years hence, Mudra have 125 clients nationwide

And 3 agencies, 8 offices and 6 divisions in India and an equity partnership with DDB

Worldwide And a capitalised billing of Rs. 7.8 billion And a portfolio of some of

Indias best brands And Agency of the Year awards six times

And if its words are not enough, here are a few from its clients

If youre looking for an agency that can be part of hits own team, that cannot be called

an agency, b

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