Project Advt

7/29/2019 Project Advt

1/63

1. A PROJECT REPORT ON A STUDY COMPARATIVE

ANALYSIS OF ADVERTISING AGENCIES SUBMITTED BY:

Sumeet bassi UNIVERSITY ROLL NO.:- 80507317054 (IN

PARTIAL FULFILLMENT FOR THE DEGREE) OF M.B.A

SUBMITTED TO:- mrs.shivani singh A&M INSTITUTE OF

MANAGEMENT AND TECHNOLOGY PUNJAB TECHNICAL

UNIVERSITY, JALANDHAR APRIL, 2010 1

2. BONAFIDE CERTIFICATE Certified that this project

report COMPARATIVE ANALYSIS OF ADVERTISING

AGENCIES is the Bonafide work of SUMEET BASSI who

carried out the project work under my Supervision. -------------------

------------------- SIGNATURE SIGNATURE MR.RISHI DOGRA

MRS.SHIVANI SINGH (HEAD OF DEPATMENT) (GUIDED BY)

(LECTURAR OF MGT.) A&M GROUP OF COLLEGE A&M

GROUP OF COLLEGE OPPOSITE TO CANADA PALACE

OPPOSITE TO CANADA PALACE JALANDHAR-DALOUSIE

JALANDHAR-DALOUSIE BYE-PASS BYE-PASS PATHANKOT

PATHANKOT 2

3. PREFACE It is a matter of great honour for me to

present before my humble readers this project based on the study

of COMPARATIVE ANALYSIS OF ADVERTISING AGENCIES

The foregoing presentation is an honest and painstaking effort on

my part in black and white about the colourful world of advertising

agencies. The data collected by me is secondary. I have taken

assistance from knowledgeable and apt taskmasters shouldering

work of great responsibility in some of the reputed advertising

agencies. However, with due respect to the urge of these agencies

for maintaining secrecy about their operations and financial data ,I

also had to resort to secondary sources for obtaining data like

newspapers, magazines and the websites of these agencies.

Although the information obtained from secondary sources may

prima facie seem to be paralysed by window dressing, to be


2/63

absolutely frank with my understanding readers, it has been

discovered that this data is as reliable as the one I have obtained

from the horses mouth for other agencies. Due to paucity of time

and reluctance of certain internationally acclaimed advertising

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

obvious reasons on their part ,I have been able to cover in this

project a study of 6 agencies. But the foregoing pages will warrant

my painstaking efforts and the extensive study undertaken by me

for each of them.So, with due respect to my patient readers for the

time they will spare for my project and with confidence flowing

through my nerves that both the time and patience of my readers

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

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

agencies 3

4. ACKNOWLEDGEMENT I would like to sincerely thank

the University for giving me this opportunity of taking up such a

challenging project which has enhanced my knowledge about the

Advertising Industry & the advertising agencies. I am very grateful

to Mrs. Shivani Project Co-ordinator, under whose guidance and

assistance I was able to successfully complete my project. I am

also thankful to Mr. Rishi Dogra, Project Guide whose advice and

thoughts helped me gain a better understanding of this huge

advertising industry and the flambouyant, magnanimous world of

advertising agencies. Last but not the least; I also thank the below-

mentioned honourable dignitaries and task-masters who have

played a major role in leading their respective agencies to the sky

of glory. This is a special thanks to them for sparing their precious

time, fitting my out-of-the-way appoinent into their diary and giving

almost all the information required by me in an unbelievably

amicable manner. Without the priceless contribution and coveted

guidance of all the above-mentioned people, this project would


3/63

have never got a shape of reality and emerged before all of you in

the manner and in the style as it now appears. 4

5. EXECUTIVE SUMMARY 1. OBJECTIVE: To study the

various advertising agencies; the ones having local operations as

well as the ones have international scale of operations, their

modus operandi, styles and the manner of functioning, their

profiles, their upswing and their downfall and last but not the least

their position in the world of advertising on the basis of the

contributions to the ad world and society at large. 2.

METHODOLOGY: In order to achieve the above-mentioned

objective and finish the study to perfection, I have made a judicious

and a balanced use of primary sources as well as secondary

sources of data collection. Well, the primary sources comprise of

personal visits to the administrative offices of some known

advertising agencies and a direct communication with the persons

who were knowledgeable and in-charge of the operations. To

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

questionnaire covering in length all questions that would serve the

purpose in the most efficient and productive way. The preparation

and the formulation of the questionnaire was on the basis of many

considerations viz., the time that the answeree would require to

give me the required answers, the importance of that time and the

cost involved. A copy of the said questionnaire is included

elsewhere in this project as an Annexure. 5

6. Although the efforts were directed basically towards

obtaining information required for the study from primary sources

to the maximum possible extent, due to factors like lack of co-

operation anticipated from stalwarts and internationally acclaimed

agencies, considerations of these agencies over secrecy of data

regarding their operations, lack of time for answering the

questionnaire and unavailability of the persons-in-charge, I also

had to resort to secondary sources like websites, magazines,


4/63

newspapers etc. Bibliography of these sources forms a part of this

Project for ready reference of the reader. A sample of six agencies

was chosen on the basis of their scale of operations, reputation

and quick accessibility. 3. CONCLUSIONS: During the course of

this study I have observed many a facet of the advertising

agencies ----- their strengths, their weaknesses, their opportunities

and threats which deserve a mention: Most of the advertising

agencies are basically interested in catering to just the needs of

the consumer irrespective of the nature of the product or service

proposed to be advertised. The primary objective of the

agencies is basically profit generation and profit maximization.

The agencies conduct a SWOT of the client but not of the

product at the time of accepting an assignment. 6

7. There is not much of dynamism in this agencies as

far as expansion plans are concerned, diversification objectives

are involved or specialisation motives are in question. Not much

is done by these agencies for the social welfare and be advertising

of social values The agencies are highly committed to their

activities but sometimes they tend to be over-professional in their

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

confidential in their operations and over-aggressive in competition.

Not many agencies are laying too much emphasis on selection

of proper human resources or managerial personnel. They appear

over-burdened by objectives of cost control. There is not proper

training imparted to people working in the modestly positioned

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

improvisation and dynamism. 4. RECOMMENDATIONS: The

following are recommended in view of the importance and the

strategic position occupied by these agencies: The advertising

agencies should function in a healthily competitive environment

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

agencies should definitely give importance to profit maximisation


5/63

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. 7

8. 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. Table of Content Sr.No Topic Page No CH 1

Research Methodology 11 CH 2 Introduction 14 8

9. CH 3 Profile 3.1 Introduction to Advertising Agencies 18

3.2 Functions of Advertising Agencies 18 3.3 Model Organization

Structure 22 CH 4 ADVERTISING AGENCIES 1 XEBEC 1.1 The

Whereabouts 23 1.2 Modus Operandi 23 1.3 The Canvas on which

Xebec paints its product 24 1.4 How can I know about Xebec? 24

1.5 SWOT Analysis 25 1.6 Case Studies 27 1.7 Awards and

Achievements 30 1.8 Whos who in Xebec 31 1.9 Divisions of

Xebec 31 1.10 List of Clients 33 2 CARAT 2.1 The Whereabouts

34 2.2 Modus Operandi 34 2.3 SWOT Analysis 35 2.4 List of

clients 37 3 CANCO 3.1 The Whereabouts 38 3.2 Modus Operandi

38 3.3 SWOT Analysis 38 3.4 Canvas on which Canco paints its

product 41 3.5 How can I know about Canco 41 3.6 Organization

Structure 41 3.7 Facilities offered by Canco 42 3.8 Awards 42 4

MCCANN ERICKSON 4.1 History 43 4.2 Whos Who 43 4.3

Modus Operandi 45 4.4 SWOT Analysis 57 5 MUDRA 5.1 History

60 5.2 Pioneers in Advertising Agencies 61 5.3 Divisions 62 5.4

Founder 62 5.5 List of Awards 63 5.6 Major Clients 64 5.7

Organization Structure 66 CH 5 SWOT Analysis of Advertising

Agencies-Comparative 67 9


6/63

10. Study CH 6 Statistics 6.1 Comparison between Gross

Income of Top 25 Agencies 69 6.2 Growth of Advertising Agencies

70 6.3 Top 20 Advertising Agencies 72 6.4 Top 20 Advertising

Spenders 73 6.5 Agencies Ranking 74 6.6 2001- Top Ten

Multinational Advertisers 75 6.7 2001- Top Ten Advertising

Agencies 75 6.8 Comparison of Agencies on the basis of

Worldwide Gross 76 Income 6.9 Graph of Growth of Agencies 77

CH 7 Suggestions and Recommendations 78 CH 8 Conclusion 80

CH9 Annexure 82 CH10 Bibliography and Webliography 84 10

11. RESEARCH METHODOLOGY Topic : STUDY OF

ADVERTISING AGENCIES 1. OBJECTIVE: The project deals with

the study of advertising agencies encompassing a multi-

dimensional discussion on the whereabouts of these agencies,

their modus operandi, their manner and coverage of operations,

their strengths, weaknesses, opportunities available to them and

the threats posing obstacles in their journey to the max. This study

shows the diversity underlining their operations and at the same

time the unity in aims, objectives and target. As during the

preparation of this project, some inevitable obstacles and natural

hindrances restricted the scope of this study just as these agencies

are restricted by many environmental and socio-economic factors,

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

to the said topic. 2. AGENCIES COVERED : (1) Xebec (2) Canco

(3) McCann-Erickson (4) Carat (5) Percept (6) Mudra 11

12. 3. FROM PLACES TO PAPER : The data required for

this study as per my vision was collected from the following type of

sources : Secondary Sources Secondary sources of data

collection: On account of the cold shoulder given to me by the

media-giants and their contemporaries, I had to resort, as also

advised by some of them, to secondary sources of information like

newspapers, websites and books for supplementing the

information obtained from primary sources and sometimes for the


7/63

main information. Honestly, the information obtained from the

websites was detailed and sufficient to an extent that would even

surpass those of primary sources. In the ocean of the information

that the websites contained for each agency, I had to fathom for

the most precious gems which required crisp editing, preciseness

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

and its supplementary called Brand Equity did leave their imprints

on the papers of the project to follow and their contribution to this

presentation cannot undermined and unnoticed. Help was also

taken from books based on advertising and marketing to give a

better appeal to this study and enrich it with more detailing and

liveliness. 4. RESULT 12

13. The cummulative result of primary sources of data

collection and secondary sources is obvious from the pages that

follow. However, I have been able to generate sufficient

information and moreover, in detail from all the sources employed

in an endeavour to leave no stone unturned in justifying the

selection of this topic and advertising agencies, at large. Though

marred by some obstacles, I am convinced that my painstaking

efforts and drops of sweat that have made the papers intangibly

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

good doses of expectation from this project. 5. DIFFICULTIES

FACED : 1. Stipulations and urge for strict adherence to the length

of this project upto a maximum of 80 pages forced me to run the

merciless scissor on many points. The pen was on but the papers

were gone. 2. Lack of co-operation from the stalwarts and the

internationally acclaimed ad-giants has been the biggest obstacle

in the way. Though, they are very much justified and I give due

consideration to their urge for maintaining confidentiality about

their operations and financials, I still believe that had this

information, however explanatory it is, been obtained from them

directly, it would have definitely made neighbours' envy and owner


8/63

pride. 3. Unavailability of concrete sources of secondary data was

another hindrance. Though websites form an exception, barring

them there was hardly a source that carried some potential in

meeting the requirements. Prestigious publications like A & M have

faced shut doors of printing presses and a replacement is still

hiding in some unknown corner of invisibility. 13

14. In a nutshell, all these ingredients which have gone

into the making of this recipe wait a verdict from the readers for

their taste. INTRODUCTION The word that bridges the gap

between no more to know more- Advertising. and further

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

say and today the biggest weapon of power in 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. 14


9/63

15. 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 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 15

16. 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


10/63

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 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. 16

17. 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


11/63

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 17

18. the most comfortable and is able-bodied to plan out his

budget as he knows the price tags stuck on every product and

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

to media and publicity. (4) Necessary for the growth of the

businesses : From the Ambanis to the paanwalla, from the

Bachchans to the street- actors, every soul is convinced of the

power of these agencies in giving them a larger than life size

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

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

agencies to project its brand image before the laymen and convert

these laymen into prospective and from prospective to loyal

customers for their products and services. Revenue generation is

the prime objective behind every business and to rotate the wheel

of success, its important for them to use the services of these

think-tanks and always remain on the topmost rank. The cons.....

(1) A cold shoulder to social responsibilities : The advertising

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

the society. Their 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


12/63

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 18

19. 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. 19

20. 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


13/63

have inadequate services of experts for the promotion of their

goods and services. Many institutions have 20

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 21 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. Creation and Execution:

Specific advertisements are created. The advertising copy is

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

are finalized; and a correct mechanical form for running it in the

selected media is produced. The advertising agency prepares a

suitable advertising copy for insertion in all the media. 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. 21. 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.

Internal Control: The advertising agency manages its

employees, finances and other resources effectively and


14/63

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. 22Research: 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. 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. 22. 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.

23. EXTERNAL CLIENT BRIEF ENTERS THE AD

AGENCY INTERNAL CREATIVE BRIEF MEDIA BRIEF

CREATION STAGE CREATIVE PROCESS COPYWRITING

ILLUSTRATING LAYOUTS CLIENT APPROVAL PRODUCTION

BROADCAST STAGE PRINT TYPOGRAPHY ENGRAVING

FILMING EDITING PRINT AD COMMERCIAL PRINT MEDIA

BROADCAST MEDIA AD REACHES THE TARGET AUDIENCE

23

24. TYPICAL ADVERTISING AGENCY STRUCTURE

Chairman & Managing Director (Chief Executive Officer) Finance


15/63

Management Administration Accounts Client service Media

Director Creative Director Director Studio Films Print & Media

Associate Creative Production Controllers Directors Group

Account Manager Media Supervisors Creative Group Heads

Account Supervisor Media Media Planners Buyers Copywriters Art

Directors Account Executives Media Media 24

25. 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 25

26. patience-testing exercise for the client, it is designed in

such a way that the agency gets a total assurance of the output.

The agency first understands the requirements of 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


16/63

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 : 26

27. 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.

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


17/63

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 27

28. 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 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


18/63

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 28

29. 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. Xebec can also concentrate on making

some of the eminent personalities as its Brand Ambassador, which

it has already started as is evident from 29

30. 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


19/63

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 overdependence 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. 30

31. 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 Execution A series

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

our events division with live performances by India's most exciting

and talented performer - REMO - to stir up the excitement. 2.3

Result 31

32. 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


20/63

Execution A creative campaign in Indian and foreign magazines

and journals closely targeted at industrial decision makers. 3.3

Result Increased awareness of ThyssenKrupp activities and brand

recall as a hi-tech German company. ThyssenKrupp continues to

be a valued client. 4. INDIACOM 4.1 Brief 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. 32

33. 5. LIPI DATA SYSTEMS 5.1 Brief Position LIPI as a

total data solutions company with a wide range of high quality print

solutions for small businesses and corporates 5.2 Execution A

creative campaign focusing on the flexibility of LIPI printing

solutions. 5.3 Result Increased awareness about the LIPI brand

name as a provider of superior printing solutions. 6. INTELLIGENT

INVESTOR 6.1 Brief Raise Intelligent Investor's profile through

high powered personal finance exhibitions in the metros. 6.2

Execution A series of full page ads in outlook and Intelligent

Investor designed to engage the readers attention by trumpeting

the sheer volume of financial services and free advice on offer. 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 33

34. 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


21/63

Bank's thrust towards them. 7.3 Result More new accounts for

Centurion Bank with its brand firmly established among the smaller

customers. 8. DISHNET DSL 8.1 Brief Leverage Dishnet strengths

as the only DSL high speed ISP provider in the country. Target

soho and heavy net users promoting the benefits of high speed

access. 8.2 Execution A creative campaign bringing out the cost

and speed advantages of broadband. 8.3 Result Increased interest

and awareness about broadband Internet access, establishing

Dishnet DSL as the pioneer in broadband technology and

generating inquiries and sales. AWARDS & ACHIEVEMENTS :

Best Radio Jingle [A refreshing jingle for Electronica Leasing &

Finance Ltds Fixed Deposit Schemes] 34

35. 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. 35

36. Our in house Research division - an independent profit

centre - allows clients to identify customer preferences, trends,

deliver a more focused message and track customer response.

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

umbrella. M.A.R.S. Services: Qualitative and Quantitative


22/63

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 ADVERTISING AGENCY # 2 C A R A T THE

WHEREABOUTS HEAD OFFICE : CARAT MEDIA SERVICES

INDIA PRIVATE LIMITED Barodawala Mansion, 81, Dr. Annie

Besant Road, 36

37. Worli, Mumbai 400 018 India. Email : pat@carat-

india.com Website : www.carat-india.com CEO: Sulina Menon

Email : [email protected] 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 Email :

[email protected] Website: www.carat-india.com Website:

www.carat-asiapacific.com Carat is operated by AEGIS MEDIA

which operates alongwith Carat 2 other reputed worldwide

organizations viz., Vizeum & Postersope Worldwide MODUS

OPERANDI : Being a truly professional & competitive in approach,

CARAT has a well-defined and a well-organised method of

operations. When the prospective client approaches them for

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

acceptance of any assignment. Although, this SWOT Analysis is

not at all a cumbersome and patience-testing exercise for the

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

assurance of the output. 37

STRENGTHS 1. Carat has a very educated and well-

groomed set of clientele. They know that the ability to understand


23/63

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 nutshell, this type of a strategy helps in building a

brand loyalty and the customer starts relating himself with it.

3838. SWOT ANALYSIS OF CARAT :

WEAKNESSES 1. The major weakness of Carat is

diversification. Carat has grown, flourished and made a

tremendous progress in t39. 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


24/63

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. he 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. 39

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 40OPPORTUNITIES 1. Carat has tremendous growth

and diversification opportunities in the field of advertising specially

because of its skilled labour force and dynamic vision. 2. Carat has

international tie-ups which means that there is ample of scope for it


25/63

to diversify its operations and tap the market worldwide. 40. 2.

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

does not enjoy a very diversified brand loyalty.

41. 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 ADVERTISING AGENCY # 3 C A N C O

THE WHEREABOUTS HEAD OFFICE : 518, Tulsiani Chambers,

41

42. 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 &

STRENGTHS 1. Canco is a full-service agency providing all types

of services related to the field of advertising 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. SWOT ANALYSIS OF

CANCO : & marketing to its clients. 2. It conducts a SWOT

Analysis of its clientele to assess their strengths and weaknesses.

It also first understands the requirements of the client, their

knowledge about the field of advertising, the 42


26/63

WEAKNESSES 43 43. 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 products and their cost

constraints, it helps them in selecting the proper medium for

advertising their product or service.

OPPORTUNITIES 1. With professionals at the decision-

making level, CANCO has an opportunity to expand its operations

and diversify itself into new 44 44. 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-


27/63

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.

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 : 45 45. 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


28/63

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.

46. CANCO provides its customers with a wide-range of

media to select from viz., in fine print, or online through the

medium of internet, external advertising like hoardings, pamphlets

etc. HOW CAN I KNOW ABOUT CANCO? Well, being

professional and competitive in approach, it is CANCO who

approaches its prospective clients and not wait for the the clients to

fathom for it. So, the client does not have to run in sun and shower

for finding a proper canvas for its product. CANCO provides all the

facilities for its client coupled with a very co-operative in-house,

interactive response and hospitality. As far as payment terms is

concerned, CANCO also takes care of the pocket-size of its

customers. So on one hand, it gives you the option to pay the

entire fees in lumpsum, on the other hand it also extends credit to

its continuous and creditworthy customers. ORGANISATION

STRUCTURE OF CANCO ORGANISATION STRUCTURE Mr.

Ramesh Narayan, (Managing Director) Creative Director

Copywriters (1) Mr. Dhananjay Neelam (2) Mr. Arun Total Staff

Strength : 24 FACILITIES OFFERED BY CANCO TO ITS

CUSTOMERS : 46

47. 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


29/63

WON BY CANCO a. Given by Alert India, Non-Government

Organization (NGO) which creates awareness for leprosy . b.

Given by Advertising Club, Mumbai ADVERTISING AGENCY # 4

47

48. McC A N N - ERICKSON 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. WHOS WHO :

John J. Dooner CHAIRMAN, CHIEF EXECUTIVE OFFICER

McCANN- ERICKSON WORLDGROUP 48

49. Arther DAngello CHIEF FINANCIAL OFFICER

McCANN-ERICKSON WORLDGROUP Eric Einhorn EXE. VICE

PRESIDENT, CHIEF STRATEGY OFFICER MCCANN-

ERICKSON WORLDGROUP President, CEO Max Gosling

Representative Director McCann-Erickson Japan REGIONAL

DIRECTOR Peter Hamilton MCCANN-ERICKSON ASIA PACIFIC

CHAIRMAN AND CEO Robin Kent UNIVERSAL MCCANN

PRESIDENT AND CHIEF OPERATING OFFICER Bill Kolb


30/63

MOMENTUM WORLDWIDE REGIONAL DIRECTOR, McCANN-

ERICKSON EUROPE, Ben Langdon MIDDLE EAST & AFRICA

Pamela Maphis CHIEF EXECUTIVE OFFICER Larrick MRM

PARTNERS WORLDWIDE VICE CHAIRMAN, CHIEF CREATIVE

OFFICER Marcio M. WORLDWIDE DIRECTOR OF

MULTINATIONAL ACCOUNTS Moreira MCCANN-ERICKSON

WORLDGROUP REGIONAL DIRECTOR LATIN

AMERICA/CARIBBEAN Jens Olesen MCCANN-ERICKSON

WORLDWIDE EXECUTIVE VICE PRESIDENT Dr. Joseph

DIRECTOR OF RESEARCH & INSIGHT DEVELOPMENT

Plummer MCCANN-ERICKSON WORLDGROUP CHAIRMAN

EMERITUS Stan Rapp MRM PARTNERS WORLDWIDE Joe

Torre CHAIRMAN AND CEO TORRE LAZUR MCCANN

HEALTHCARE WORLDWIDE Chris Weil CHAIRMAN AND CHIEF

EXECUTIVE OFFICER 49

50. MOMENTUM WORLDWIDE MODUS OPERANDI OF

McCANN-ERICKSON TOOLS McCann-Erickson WorldGroup's

unique and proprietary shared tools help unite different marketing

communications disciplines. They unite professionals in different

offices around the world. They provide a common "language" for

diverse teams working together for common clients. Our tools also

set us apart. They are disciplined yet flexible. They combine our

best practices with our cutting-edge thinking. We have specialized

tools in various disciplines, but the centerpiece is the holistic Brand

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

to Effective Communications, The Brand Optimization Map

incorporates the thinking behind the best strategy and planning

processes of various disciplines into a unique, universal strategic

service. By offering a holistic, integrated approach to strategy

development, creative execution, and campaign evaluation, the

Brand Optimization Map service can generate brand ideas that

have the potential to solve clients' fundamental business problems


31/63

and position their brands for long-term growth. CREATING THE

DEMAND-CHAIN By systemically linking supply activities from

sourcing and manufacturing to distribution and customer orders,

corporations have successfully solved what is called the supply

chain. By enabling "just in time" delivery of products or services to

meet demand, this process benefits marketers through increased

efficiency, productivity and lower costs. 50

51. 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,


32/63

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. 51

52. Brand Optimization Map The Brand Optimization Map

(BOM) has been created by McCann-Erickson WorldGroup to

provide our corporate clients with a new, more inclusive approach

to strategy development, one that fully recognizes the evolving

nature of brand communications. This strategy development

service recognizes that brand marketers around the world are in a

changing relationship to their customers. The Brand Optimization

Map thus takes a broader and deeper strategic perspective to

account for the new realities facing marketing-focused businesses

today, including their required coordinated usage of a full range of

marketing communications disciplines. 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


33/63

increased sophistication and scope of all our marketing

communications disciplines 52

53. and the emergence of new internet-based business

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

integration of resources. The Brand Optimization Map is a

unique service that brings together these two fundamental needs

in integration, content and resources, under a unified strategic

framework to optimize the marketing communications plan. It

leverages proprietary strategic principles, tools and software that

identify marketing priorities, optimize budget allocation and

leverage the full spectrum of marketing communications disciplines

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

Optimization Map also introduces a proprietary method of

evaluating the ROI of the fully integrated marketing program. From

a standpoint of "the user," The Brand Optimization Map is

intuitive in concept, but sophisticated in its ability to embrace the

complexities of the new marketing environment. It facilitates

collaboration, idea generation, resource allocation and creative

execution. It is flexible in its ability to be used locally or regionally,

for brands, sub-brands or marketing initiatives, and for any

specified marketing period. 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 Check 53

54. In order to create big ideas, we must step back and

look at the big picture. To this end, BOM's Brand Health Check

service offers a due-diligence process for assessing the overall

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

evolving consumer perceptions, industry trends and competitive


34/63

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 Pulse McCann Pulse

serves as a leading-edge method of generating consumer insight

that informs marketing innovation and execution. McCann Pulse

insights feed the development of brand imagery, new products and

services and channel strategy. The McCann Pulse service

output is based on consumer dialogue held at McCann-Erickson

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

Regional decisions can be made through the collection of key

market data, and they in turn are used to create a comprehensive

global picture of evolving trends. The focus of McCann Pulse is

as much on the here and now, as where things are heading.

Through proprietary probes, it uncovers what is important in the

lives of consumers, how they view the world changing and 54

55. 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 IDEA The

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


35/63

Brand Archeology techniques to uncover the full depth of

meanings and values associated with the brand through the eyes

of its customers and consumers. The McCann Selling Strategy

draws on this "brand insight" to determine where the brand needs

to be in the future, thus creating a relevant and credible strategic

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

MIX McCann Fusion 2.0 is a proprietary marketing mix software

model that provides the optimal allocation for each marketing

discipline to attack the stated marketing challenge. It looks at the

marketing picture "top down," through software that captures

relationships between our marketing communications disciplines

and the Universal Marketing Drivers in the context of each

category and country. The input to McCann Fusion 2.0 is 55

56. the Brand Health Check. The output is a benchmark

budget allocation across marketing disciplines for Brand

Optimization. As a complement to this "top down" evaluation,

McCann's Marketing Task Cycle works "bottom up" to determine

the ideal role for each marketing communications discipline. The

Marketing Task Cycle identifies the barriers that need to be

overcome, and assigns the marketing that can best overcome

them. This ensures we address critical brand needs and leverage

our marketing communications disciplines for what they do best,

and to the extent that they can make a difference. BRAND

PERFORMANCE: The McCann Brand Clout Index The 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


36/63

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 56

57. established brands lack a powerful strategy, often lose

direction and many new products fail to connect with customers.

To navigate the ever-changing landscape, McCann-Erickson

WorldGroup has developed The Road Map to Effective

Advertising and, for total marketing communications programs,

the Road Map to Effective Communications. This

comprehensive service of proprietary tools is designed to create

effective advertising and communications strategies that make an

impact in today's cluttered marketplace. The McCann Road Map

service results in communications strategies that create loyal

customers when audiences are moving targets and strengthen

core brand values. McCann Erickson WorldGroup recognizes the

need for consistent, tested methods and tools for creating

communications that build brand value around the world and

across marketing communications disciplines. The McCann Road

Map service is used globally to ensure the consistency and high

quality of communications programs around the world. It is also

used throughout the WorldGroup's range of marketing

communications companies to make certain that integrated

marketing campaigns work in synergy. The McCann Road Map's

Key Components: 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


37/63

brand values. Components of The Road Map to Effective

Advertising include: 57

58. 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

Pulse McCann Pulse is the regular monitoring of collective

cultural undercurrents at work on global consumer groups. Its goal

is to better understand how these undercurrents affect consumers

and their consumption; whether observed crosscurrents are

connected or isolated; and whether they represent 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. 58

59. 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


38/63

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 59

60. 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. 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


39/63

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 60

61. Idea we set out to communicate, whether the Brand

Footprint is understood and if the campaign is entertaining. With

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

discussion about advertising effectiveness and help clients make

the right decisions that lead to advertising, direct marketing or

other marketing communication work that produces great

marketplace results at the earliest stages of creative development.

The McCann Road Map service of proprietary tools has proven

valuable to a range of McCann-Erickson WorldGroup clients

around the world. We believe that, as competition escalates on a

global scale, our Road Map service will become even more

valuable in the future. MOMENTUM EXPERIENTIAL MARKETING

PLATFORM Today, consumers take functional features, benefits,

quality, and a positive brand image as a given. What they want are

breakthrough service offerings, cutting-edge products, and brands

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

lifestyles. Increasingly, marketers understand that consumers are

living human beings with experiential needs: consumers want to be

stimulated, entertained, educated and challenged. They are


40/63

looking for brands that provide meaningful experiences and thus

become part of their lives. 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 61

62. 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 62


41/63

63. dimensions. For example, Bayer means aspirin, doctor

recommended, and prevention against heart attacks. 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 63

64. 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,


42/63

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.

Documents

Project Advt