MAHARISHI INSTITUTE OF MANAGEMENT Maharishi Nagar, Dadri Road, Noida-201304 (U.P.)

Assignment on:-Advertising agency like as JWT, D J

Keymer,Lintas, mudra, leo burnett, BBDO, McCann Erickson and difference between ISA & AAAI.

Submitted To:- Submitted By:-Mr. Nitin singh Bhavesh Bhanjan Dev

MIM Faculty MIM Student

Noida Roll No- 15011

JWT ( James Walter Thompson ) Profile:-

JWT is one of the largest advertising agencies in the United States and the fourth-biggest in the world. It was arguably the world's first advertising agency, in the modern sense of the word, although it now prefers the term global brand communications it’s headquartered in New York. The company that was to become JWT was founded by William James Carlton in 1864. Carlton's company was renamed by James Walter Thompson in 1877 to The James Walter Thompson Company, which eventually became J. Walter Thompson. It was acquired by WPP Group in 1987. In 2005, the agency was "relaunched" by dropping the name J. Walter Thompson in exchange for JWT and with a new logo.

Website www.jwt.com

JWT become the first agency to:-

1. Build the first full-service advertising agency.2. Create the first international network. Its London office opened in

1899. By 1930, the agency had established offices in some 30 countries.

3. Pioneer ad careers for women. It hired the first female creative director in 1908.

4. Create the first-ever testimonial ad (it was for Pond's Cold Cream), in 1925.

5. Invent the grilled cheese sandwich for its client Kraft in 1930.6. Produce the first-ever TV commercial in 1939.7. Develop account planning in 1968. Stephen King is considered the

father of account planning. 8. Create the first advertisement in Second Life (Ford Argentina) be the

first agency to create its own television Christmas special in 2009, Macy's "Yes, Virginia" (JWT New York)

Clients of J.Walter Thompson:-

JWT's network has nearly 10,000 employees in more than 200 offices in over 90 countries, who serve over 1,200 clients. Some names are mention below-

Bayer Bloomberg Cadbury DTC Ford HSBC Huggies Johnson & Johnson Kellogg Kimberly-Clark Macy's Microsoft Nestlé Nokia Rolex Royal Caribbean Shell Tim Hortons Unilever United States Marine Corps Vodafone

Ads by JWT:-

1. The Print Ad titled Back-to-campus was done by JWT, India advertising agency for St. Mary's College in INDIA. It was released in the August 2009.

2. The Print Ad titled Get there faster was done by JWT, India advertising agency for Honda in INDIA. It was released in the April 2010. Business sector is Cars.

3. The biosciences company, Novagen, chose Martin's work for the cover of their catalog, to convey the synergy between life and science. Martin worked closely with The Treasure Island Hotel in Las Vegas, creating a set of custom images to advertise their Wet Spa at TI health spa. The fluid lines and calm colors of Martin's Liquid Sculpture evoke just the sense of beauty and relaxation the designers envisioned.

4. Following its recent blockbuster TV ad for Smirnoff, advertising agency J. Walter Thompson (JWT) created a trio of ads to continue its "purity" theme. The agency selected Martin Waugh to create martini, highball and whiskey glasses out of water drops and splashes.

5. Babies Rule The World

Tony Rizzuto, a freelance art director at JWT/New York, thinks too many ads for baby products try to be cute or sentimental. To convince parents that the wipe that touches their babies' bottoms should be soft and gentle, the ads show a glowering infant under the tag line, "Don't irritate your new boss."

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D.J. Keymer Profile:-

D J Keymer was its first name, and then it changed to BOMAS and then S H Benson. It is known today in India as Ogilvy & Mather. The most local of the internationals, the most international of the locals are words written to describe the identity of Ogilvy. Basically, what this means is that the advertising agency follows the local market, understands the customer's needs and then networks worldwide with MNC and other relevant clients.

In all its years of business, Ogilvy has struggled to build brands and has proved its ability to build brands. The agency does its best to enhance the customer-brand relation. For this, it undergoes the process of scrutiny of the tools and techniques which work well to build a long and lasting association with a brand.

D.J.Keymer Clients:-

An advertising agency or ad agency is a service business dedicated to creating, planning and handling advertising (and sometimes other forms of promotion) for its clients. An ad agency is independent from the client and provides an outside point of view to the effort of selling the client's products or services. An agency can also handle overall marketing and branding strategies and sales promotions for its clients. Typical ad agency clients include businesses and corporations, non-profit organizations and government agencies. Agencies may be hired to produce an advertising campaign.

ITC Dunlop Vicco(Yeh jo hai zindgi)

Lintas Profile:-

After the merge of Lintas India Ltd. with Lowe Lintas and Partners group of the UK, it is now known as Lowe Lintas. India Pvt. Ltd. The turnover of Lintas is Rs. 750 crore. The advertising agency inculcates advertising, media buying house, direct marketing, public relations, design consultancy, market research, events, rural communications and interactive communications. Enterprise Nexus, the agency partner of Lowe in India, continues to be a member and is known as the ‘Independent Brands’ division which is the only specialist in advertising and marketing communications. Lowe Lintas India is a successful agency which is inclined towards quality creative advertising and works for the benefit of its clients.

Lowe and Partners Worldwide is an international creative advertising agency headquartered in London. The Agency is a unit of the Interpublic Group, one of the world's largest advertising agency holding companies. The Interpublic Group is one of the big four agency holdings conglomerates, including Publicis, WPP, and Omnicom.

Lowe has an interesting and complex history tracing back to the foundation of Lintas in 1899. Lintas (Lever International Advertising) was one of the worlds first advertising agencies and following some large mergers and rapid growth in the 70’s and 80’s became a dominant and famous force in the advertising field with accounts such as IBM, Mastercard, Johnson and Johnson and of course Unilever . In 1981 Sir Frank Lowe set up Lowe Howard Spink developing world famous campaigns for Absolut, Birds Eye, and Heineken while growing rapidly. Following mergers with the then Ammirati Puris Lintas, Lowe Worldwide became the fourth largest Advertising Agency in the world in 2000.

New Lintas:-

New Lintas provides best promotions solution from Urban and to the Rural Market. New Lintas Provides designs and implements specific Campaigns from Metros to Cities, to Town, to District Headquarters and to Villages. This is time to Globalization where the demand to capitalize on synchronicity across market

segments is a priority. New Lintas complete all the requirement co-ordinate between the clients. New Lintas offers you best promotions; we’ve best promotions one of the few promotional Companies in the Country that have the best capability to implement various forms of Road Shows in the entire chain of Market.

New Lintas provide us best advantages and more reliable services target in the Road show. It always providing us best experienced team of people who they know about what we want? They understand the important point of market position with specific features on Campaigns for Urban or Rural markets.

It services are providing in-depth knowledge advertising Solution to the Clients with meticulous planning, creativity, co-ordination and timely supported by public and media support, Glows Signs, Digital printing, Sign Boards, Traffic Islands, Printed Tin Plates, Surveys, Brand promotion,Traffic booth,Rly. Station and others programs. New Lintas advertising is a leading outdoor advertising agency. It’s based on diverse and critical experiences.

New Lintas bringing several types of advertising like product launches, workshops, sports, business, road shows, fashion shows culture shows, seminars and may more. New Lintas facilities into specific promotional opportunities for both are close-ended and open-ended target groups with a reach from Rural to Metro populace.

The success of New Lintas revolves around meticulous planning that includes creativity, co-ordinations and arrangements, installation public and media and production of promotional materials and programs advertising besides other logistics. New Lintas provides services 365 days one year which generates repeated exposure to customer potential and captures customer’s consumers on their way to the buy.

The advertising of New Lintas is perfect for reaching mass audiences and is also great for targeting specific groups and ages and its advertising is with the new digital technology, out door advertising is only getting better.

Outdoor advertising:-

* Outdoor Advertising is the only medium which is available around the clock at the respective advertisement.

* Technological advancement is creating designs, photography, printing of Flex; illuminations etc. have made this medium more attractive effective and desirable for any campaigns.

* Outdoor advertising is an excellent medium and is indomitable to make the press/ T.V. campaign successful.

* Outdoor medium is available in locations where the potential customer is present. Hoardings are one of the most effective and not cable medium and is ideally suited for campaigns. A few strategic sites in support of any result. Hoarding is a medium which constantly reminds the customer passing by round the clock. Hoardings in prime locations associated with prominent Brands become landmarks in themselves.

Lintas Clients:-

Glance through some of our most recent “consumer experiences”

                           

           

                         

Some more important clients of Lintas:-

Unilever Johnson and Johnson General Motors Electrolux Nestle Microsoft China Mobile

New lintas clients:-

RelienceTataTata AIGAirtelIdea

TanishqPantaloonBSL suitingRaymondsReid & taaylorICICI Bank, HDFC Bank, IDBI Bank, SBI, Dena Bank, BOB, Canara Bank etc.Times educationTally Academy

Ads of Lintas:-

Some famous platforms developed by Lowe include “ The world’s local bank” for HSBC, “ Every little helps” for Tesco, “ The Axe Effect” for Axe ( Lynx in the UK) and “Dirt is good” for Omo / Persil and of course “ Just for the taste of it” Diet Coke.

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Mudra Profile:-The Mudra Group, India’s leading integrated marketing communications group, offers a customized and collaborative approach which helps clients build enduring and profitable brands.

It utilize its deep understanding of consumers, brands and media to deliver Inventive Brand Solutions through our four agency networks - Mudra India (Branding & Communication ), DDB Mudra (Influence & Behavioural change ), Mudra max (Integrated Engagement & Experience) and Ignite Mudra (Partnerships for Entrepreneurs).

Website- www.mudra.com

Mudra Ahmedabad was born in 25th March 1980 with 15 employees, 500 sq.ft space, Rs 40,000 and Vimal as its first client. Today our footprint covers over 1,75,000 villages and 4000 towns across 21 states in the country. The Group currently has 1100 employees in 26 offices.

25th March is still celebrated across all Mudra offices as Mudra Day. Launch of Vimal ('Only Vimal') This is the brand that launched Mudra in its tryst with destiny. What began with sarees, moved towards suitings, shirtings and dress materials. The advertising used india's best known photographers and models and pioneered double spread colour ads. Crickets such as Ravi Shastri, Allan Border and Vi Richards endorsed the brands, leading to the genesis of cricketers endorsing brands.Mudra frist ads made for vimal which is shown below-

25th March - A G Krishnamurthy founded Mudra

Madhukar has been an active participant in several industry bodies. He has served as the President of the AAAI (Advertising Agencies Association of India) and Chairman of ASCI (The Advertising Standards Council of India). Currently, he is on the Board of ABC (The Audit Bureau of Circulations). He is also the Chairman of Mudra Foundation and serves on the Governing Council of MICA (Mudra Institute of Communications, Ahmedabad), Indias foremost Integrated Marketing Communications Institute.

Conclusion:-The agency practises the art of communication in order to express ideas that can shape the brands. As the name suggests, the agency is influenced by the artistic traditions of Indian dance, drama and painting. These, in turn, inculcate feelings, ideas, thoughts and emotions for the success of a brand. Mudra peeps into the local consumer markets, channels and media, and has its own identity in communication of brands. It looks for the entrepreneurial zeal which causes continuous and speedy growth for each brand. The advertising agency always believed in doing interesting work that pleases its clients.

Mudra clients:-Mudra India also boasts some of the most stable client relationships in the industry with names such as Godrej Group, Future Group, LIC, United Spirits,

Dabur, Aditya Birla Nuvo, Cavin Kare, Union Bank of India, Bank of Baroda, Amrutanjan, HCC and Bennett Coleman & Co, amongst others.

Some of our others clients are Aircel, Amrutanjan, Amway, Bank of Baroda, Castrol, Dabur, Disney, Electrolux, Femina, Future Group, Godrej, HBO, Henkel, HP, HPCL, Hindustan Unilever, ITC, Jet Airways, Johnson & Johnson, Jyoti Laboratories, Kalpataru Real Estate, Larsen & Toubro, LIC, Lonely Planet, Madura Garments, Max New York Life, Novartis, Panasonic India, Pepsico, Philips, Paras Pharmaceuticals, Reliance ADAG, Samsung India, Shell Foundation, TTK, The Economic Times, UNICEF, Uninor, Union Bank of India, United Spirits, Virgin India, Volkswagen and Wrigley, amongst others.

Name of clients with logo-

Mudra ads:-Starting with just one client and a single room office, Mudra India is one of the leading agency networks in the country today offering Branding & Communication Solutions. Mudra India has 5 strategic business units- Mudra West, Mudra South and Mudra North & East. Water, a strategy & design specialist, and Maatra, a localization & pre-media specialist.

Mudra India has been responsible for several iconic campaigns over its 30 year history, including Only Vimal, I Love You Rasna, My Daddy Strongest, The Mint with the Hole, McDonalds Mein Hai Kuch Baat and Kar Lo Duniya Mutthi Mein, amongst others.

The Ambient Advert titled Cloth Donation 3 was done by Mudra DDB Group advertising agency Ngo company (for Ngo) in INDIA. It was released in the October 2010. Business sector is Public awareness messages.

The Print Ad titled Hide And Seek 2 was done by Mudra DDB Group advertising agency for for E-zone - The Future Group in INDIA. It was released in the November 2010.

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Leo Burnett Profile:-The company was opened by St. Johns, Michigan in Chicago in 1935. In 1950 the company started its two first major advertising projects, for Kellogg’s and P&G.

Headquarters Greater Chicago Area Industry Marketing and Advertising Type Public Company Status Operating Company Size 5,000 employees 2007 Revenue 1,705 mil [GBP] (10%) Founded1935. Chairman and CEO of Leo Burnett is Mr. Arvind Sharma.

Website http://www.leoburnett.com

It created the Jolly Green Giant, the Marlboro Man, Toucan Sam, Charlie the Tuna, Morris the Cat, the Pillsbury Doughboy, the 7up "Spot", and Tony the Tiger. are also examples of the Leo Burnett agency's talent for giving a product an image that endears it to the consuming public.

In 1997 Leo Burnett Worldwide changed its logo to written words "Leo Burnett", but in 2002 the “new corporate identity” returned to the hand and the stars.

The Chicago-based Leo Burnett Company, became the 10th largest advertising agency in the world, the eighth largest in the United States, and one of only a handful of top-ten American agencies not headquartered in New York City. It is best known for major advertising campaigns ,grounded in traditional American values, for major American consumer products corporations.

The Jolly Green Giant, Morris the Cat, and Charlie Tuna are all Burnett inventions. And that is only the beginning of the list. The near-unemployed Maytag repairman, the Pillsbury doughboy, Tony the Tiger, and the legendary Marlboro Man are also examples of the Leo Burnett agency's talent for giving a product an image that endears it to the consuming public.

When Burnett first started his business in August 1935 he had one account, a staff of eight, and a bowl of apples on each desk in the reception lobby. The agency's only client was the Minnesota Valley Canning Company, which had formerly been with Leo Burnett's old firm. It had moved over to the fledgling Burnett agency because the management at Minnesota Valley liked Leo Burnett personally. "I want the little guy with dandruff and the rumpled suit," said the president of the company. To reward this display of confidence and loyalty, Burnett created the Jolly Green Giant.

In an industry centered in the fashionable Madison Avenue in New York City, the Chicago company was something of an oddity. Burnett's ads reflected a mid-American homeyness rather than eastern sophistication. The Green Giant and Kellogg campaigns typify this technique. Both have historically been aimed at the emotions of their respective audiences, portraying the products with a large degree of human warmth. Burnett used what he himself called "sodbusting corniness"--language and imagery that drive home a point by conveying a feeling of straightforward honesty.

During the 1950s, his company was able to reflect the American values of strength, tradition, comfort, and family in its advertising campaigns. This won a number of new and profitable clients and secured those accounts already in the Burnett agency. As an example, United Airlines, though possessing a large market share of the passenger air travel business, was feeling the pressure of new carriers. For years United had been associated with the cold stainless steel of its airplanes and began for the first time to worry about its image. When it received the account, Burnett focused on the people who ran the airline rather than on the plane itself. This gave rise to the "Fly the Friendly Skies" campaign. Similarly, the thematic catch phrases of "the best to you each morning" for Kellogg's and "you're in good hands" for Allstate Insurance carry with them a familial warmth and all-American appeal.

Currently, the Chicago-based Leo Burnett Company is the 10th largest advertising agency in the world, the eighth largest in the United States, and one of only a handful of top-ten American agencies not headquartered in New York City. Ironically, the firm has never made growth one of its major goals or priorities. Rather than actively pursuing numerous, varied accounts, or increasing business

by extending its services through diversification, it tends to take a more conservative approach to the business of advertising. It concentrates on winning a few "blue chip" accounts and keeping them for decades. Then, as the business and advertising expenditures of its clients expand, Leo Burnett also grows.

Leo Burnett Clients:-McDonald’s, Coca-Cola, Walt Disney, Marlboro, Maytag, Kellogg’s, Tampax, Nintendo, Philips, Samsung, Visa, Wrigley’s, Hallmark, Allstate Insurance, Procter & Gamble and others. It has 97 offices in 84 countries.

Clients by years

Minnesota Valley Canning/Green Giant, c.1935 Kellogg's, 1949 Philip Morris (Marlboro cigarettes), 1954 Maytag, 1955 Allstate, 1957 Pillsbury, 1965 Coca Cola, 1969 H.J. Heinz, 1974 Fiat, 1978 Visa, 1979 McDonald's, 1981 Kraft Foods, 1984 Hallmark Cards, 1988 Morgan Stanley, 1988 Diageo, 1988 Disney, 1994 Samsung, 2006 Balaji Telefilms, 2007 General Motors, 1971 Nintendo, 1991

Leo Burnett Ads:-

Leo Burnett China for Y+ Yoga Center. This campaign just won the Silver Drum at the Golden Drum advertising festival in Slovenia. It is really interactive!

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The Print Ad titled Lovers lane cribs was done by Leo Burnett Athens advertising agency Ikea company (for IKEA) in GREECE. It was released in the November 2010. Business sector is Home appliances & furnishings.

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BBDO Profile:-BBDO is a worldwide advertising agency network, with its headquarters in New York. Formed through a merger of BDO (Barton, Durstine & Osborn) and Batten Co. in 1928, BBDO Worldwide has been named the "Most Awarded Agency Network in the World" by The Gunn Report in 2007, for the second year running.Present CEO of BBDO is Mr.Srinivasan K Swamy. It’s logo is hansa. and is known to separate milk from the water.

Website http://www.bbdo.com

BBDO, with 17,200 employees in 287 offices in 77 countries, is the largest of three global networks (BBDO, DDB, TBWA) of agencies in Omnicom's portfolio.[1] BBDO was named Agency of the Year in 2005 by ADWEEK, Advertising Age, and Campaign Magazine.

It became one of the leading advertising agencies in the United States, with a total of 52 offices throughout the world. Its annual billing increased from $1 million in 1919 to $20 million in 1939, when Osborn became executive vice-president, and to $207 million in 1957.

BBDO Clients:- The Economist Pepsi IKEA FedEx BBC News General Electric Campbells Gillette Motorola Chrysler Pfizer Wrigley, and

Unicef amongst many more.

BBDO Ads:-1. Allen Rosenshine, who was made CEO of BBDO in 1985, published a

book called Funny Business: Moguls, Mobsters, Megastars, And the Mad, Mad World of the Ad Game with anecdotes about his many years in the ad business.[4]

2. In the 2000 Helen Hunt-Mel Gibson film What Women Want, Hunt's character leaves top agency "BBD&O" to work at fictional Sloane/Curtis

3. In the 1961 Doris Day-Rock Hudson film Lover Come Back, the pair play rival advertising executives; Hudson's character works at 383 Madison Avenue—BBDO's address—and is shown entering the building's lobby.

4. The Print Ad titled Gifts 2 was done by SANCHO BBDO COLOMBIA advertising agency Adoption Center company (for Los Pisingos Adoption Center) in COLOMBIA. It was released in the November 2010. Business sector is Public awareness messages.

Shown below (next page)…

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T.V. Series made in 1960 that name was Mad Men, the stylish cult hit comes to SBS. The series revolves around the conflicted world of Don Draper the biggest ad man (and ladies man) in the business, and his colleagues at the Sterling Cooper Advertising Agency.

McCann Erickson Profile:-

McCann Erickson is a global advertising agency network, with offices in more than 130 countries. McCann is a subsidiary of the Interpublic Group of Companies, one of the four large holding companies Momentum Worldwide, Futurebrand and Weber Shandwick in the advertising industry. Present CEO of McCann Erickson Mr. Sorab Mistry

McCann Erickson was named "Global Agency of the Year" by Adweek in 1998, 1999 and 2000. McCann Erickson is part of McCann Worldgroup, which also includes planning and buying agency Universal McCann, direct/interactive web marketing agency MRM Worldwide, experiential marketing agency Momentum Worldwide, healthcare marketing group McCann Healthcare Worldwide, branding firm Future Brand and public-relations and strategic-communications agency Weber Shandwick.

McCann Erickson was responsible for the success of The Hillside Singers' "I'd Like to Teach the World to Sing" in 1972. McCann Erickson was also the company that developed the "Army Strong" campaign for the United States Army. The company also developed the Mastercard commercial saying "There are some things money can't buy. For everything else, there's MasterCard," as well as the Rice-a-Roni jingle (based on a 1923 song, Barney Google).[2]

McCann-Erickson WorldGroup, a $30 billion global marketing communications company, is comprised of McCann-Erickson Worldwide, the world's largest advertising agency network, with operations in 131 countries, as well as a portfolio of specialized marketing communications companies. The other WorldGroup companies are: MRM Partners (direct/customer relationship management; on-line marketing communications through Zentropy); Momentum Worldwide (event marketing/sales promotion); and Torre Lazur McCann Healthcare Worldwide. In addition, WorldGroup is allied with Weber Shandwick (public relations) and FutureBrand (brand equity consulting/design) through its parent, The Interpublic Group of Companies.

McCann Erickson Clients:- Verizon (Dead zone model) Microsoft General Motors Chevy (truck) Heineken (one green bottle)

McCann Erickson Ads:-

The Print Ad titled Almost double blonde was done by McCANN ERICKSON SINGAPORE advertising agency in SINGAPORE. It was released in the October 2007. Business sector is Alcoholic drinks.

The Print Ad titled Durex Sensation 1 was done by McCANN-ERICKSON advertising agency Презервативы company (for Durex) in Spain. It was released in the April 2007.

Difference between ISA and AAAI

ISA:-

Proctor & Gamble chairman and Indian Society of Advertisers (ISA) chairman Bharat Patel.The Indian Society of Advertisers (ISA) was founded and registered as a company fifty seven years ago (1952) by a like minded group of large advertisers of those times. The original member companies and their representatives were:

Company Represented By Bata Shoe Company, Calcutta R. Ray, Publicity Manager

Birla Bros. Ltd., CalcuttaGangadhar Makheria, Secretary & Chief Accountant

Corn Products Co. (India) Ltd., Bombay P.H. Brown, DirectorGlaxo Laboratories (India) Ltd., Bombay R. A. Haryott, DirectorParle Products Manufacturing Co. Ltd., Bombay

P. Mohanlal, Director

Polson Ltd., Bombay Lt. Col. J.D. Kothawala, DirectorTata Industries Ltd., Bombay F.S. Mulla, Public Relations OfficerWest End Watch Co., Bombay M.R. Bavier, Esq., General ManagerWhile registered as a company under section 25 of the Companies Act, it is a non-profit organization and is exempt from paying Income Tax under Section 11 of the 1.T. Rules 10 (23).

Over the years nearly all major advertisers have become members of the ISA and its current membership of around 175 is spread throughout the length and breadth of the Country, the regional proportions being reflective of the advertiser strength in various regions.

Western RegionSouthern Region Northern RegionEastern Region

- 104 members- 29 members - 33 members - 9 members

Its membership includes almost all the large and prestigious advertisers like Asian Paints, Bata, Britannia, Cadbury, Castrol, Coca-Cola, Colgate-Palmolive, Dabur, Godfrey Phillips, Godrej, HDFC, Hero Honda, Procter & Gamble, Hindustan

Unilever , ITC, Mahindra, Marico, HCL,Reliance ADAG, UB Grop, MRF, Nestle, Nirma, Pepsi, P&G, Raymond, Reckitt, SmithKline Beecham, Tata Tea, Tata Motors, Titan and WIPRO, to name just a few. Among large Public Sector Enterprises who are members are companies like Air-India, Bharat Petroleum, Indian Oil and LIC.

Objective of ASI:-

1. To Make Advertising More Efficient For Our Members

Leading a role in BARC getting off the ground and starts delivering audience measurementmedia are kept free and open to be decided by concerned and industry associations do not mandate or cartelize on fixing business terms To promote, maintain and uphold ethical and economic discipline in advertising.

To represent,protect, inform and guide members in all matters related to advertising.

To monitor,measure and moderate the media in terms of cost, competition,competition and viewership/readership/listenership.

To encourage and support development of new media which is more representative of actual TV viewership taking place.

To ensure that commercial terms between advertiser,agency .

2. To Make Advertising More Effective

To make the current ISA Knowledge Series initiative more robust and frequent by collaborating with the new ISA Media Committee by designing and executing programs/workshops which are relevant and supportive in enhancement of knowledge. In partnership with IIM’s/Reputed Academic Institutions and international resources available .

Re-launch it’s website by making it more interactive, user-friendly and participative for all practicing managers of the ISA member fraternity.

Make the quarterly journal “ Nutshell “ more relevant in terms of focusing it on today’s needs of it’s members towards sharing new experiences and knowledge in association and support of World

Federation of Advertisers [WFA ]. ISA is an active member of WFA’s World Executive Council.

AAAI:-On September 21, 1945, 60 years ago, Advertising Agencies Association of India (AAAI) was registered as a society in Calcutta. 4 agencies from Calcutta – D J Keymer, General Advertising Agency, J Walter Thomson Co. and Press Syndicate – and 3 agencies from Bombay – Adarts, Lintas and National Advertising Service – were the signatories in the registrar’s office doing the honours. Initially the registered office of the Association was located at 37, Chowringhee, Calcutta. Calcutta, under the British Raj, was a vibrant commercial city. In 1961, the AAAI office was shifted to Bombay.

Objective of AAAI:-

The Advertising Agencies Association of India (AAAI) is the official, national organisation of advertising agencies, formed to promote their interests so that they continue to make an essential and ever-increasing contribution to the nation, by working towards the following objectives:

To benefit Indian consumers and to protect their interests by helping ensure that advertising is honest and in good taste.

To benefit Indian advertisers by promoting their sales, increasing their sales and increasing productivity & profitability, to stimulate business and industrial activity.

To benefit media by establishing sound business practices between advertisers and advertising agencies and each of the various media owners.

To benefit the nation by harnessing advertising for the good of the country, its institutions, its citizens; to co-operate with the Government in promoting its social objectives and in the task of nation-building.

To question advertising that is wasteful and extravagant; to make it possible for the small entrepreneur to grow through advertising and to compete with the biggest; to encourage market and media research; to serve society by meeting its social responsibilities.

To encourage the interest of young individuals in the business of communication, to assist in education and training programmes and to provide information of benefit to members. Non-members are also provided this service for a fee.

To establish a common platform in building and sustaining the prestige of the advertising profession and to serve as a spokesman against unwarranted attacks or restrictions on advertising.

To establish a forum where representatives of advertisers, advertising agencies, media owners and Government can meet on mutual ground and examine problems of mutual concern.

To offer effective co-operation and liaison with Government officials and bodies for the purpose of broadening their understanding of the role of advertisers, advertising and advertising agencies.

To co-operate with Government bodies in discussion of matters such as taxes, radio and TV advertising, legislation, political campaign advertising, controls on pharmaceuticals, tobacco or liquor advertising and other subjects of similar complexity and sensitivity.

The AAAI today is truly representative, with a very large number of small, medium and large-sized agencies as its members, who together account for almost 80% of the advertising business placed in the country. It is thus recognised at all forums -- advertisers, media owners and associations, and even Government -- as the spokesperson for the advertising industry.

Benefits of AAAI:-

The AAAI offers programmes and services that give significant benefits to members.

The association promotes professionalism, through its founding principles which uphold sound business practices between advertisers and advertising agencies and constituents of the various media.

The AAAI today is truly representative, with a very large number of small, medium and large-sized agencies as its members, who together account for about 80% of the advertising business placed in the country. It is thus recognized as the apex body of the advertising industry at all forums –

advertisers, media owners, associations, and even Government, as the spokesperson for the advertising industry.

The AAAI is thus a true association, in the sense that a large number of its members are directly involved with one or more of the active committee groups and the remaining members are in touch through direct communication.

Only such agencies that are independent, committed to the cause of advertising, financially sound and who offer professionalism and expertise in order to fulfill their obligations to consumers, advertisers and media are accepted as a members of AAAI.

Key benefits include:

Source of Information

Active participation in AAAI programmes

Access to Peer Groups

Professional Development

Proctor & Gamble chairman and Indian Society of Advertisers (ISA) chairman Bharat Patel started his speech by saying that the ISA was still younger than AAAI as it was just in its 54th year. Throwing light on the collaboration between AAAI and ISA, Patel said, "The two bodies along with the Indian Broadcasting Federation (IBF) have worked together on a number of industry issues. We set up the first television measurement system and also formed the Joint Industry Body (JIB). We have worked together on the service tax issue so that old contracts were not killed and service tax is not put over and above everything else."

THANK YOU.