Advertising Agency creates the ads, plans ..., Study notes of History

Download Advertising Agency creates the ads, plans ... and more Study notes History in PDF only on Docsity! UNIT I ADVERTISING AGENCY Advertising Agency creates the ads, plans how, when and where it should be delivered and hands it over to the client. Advertising agencies are mostly not dependent on any organizations. These agencies take all the efforts for selling the product of the clients. They have a group of people expert in their particular fields, thus helping the companies or organizations to reach their target customer in an easy and simple way. The first Advertising Agency was William Taylor in 1786 followed by James “Jem” White in 1800 in London and Reynell & Son in 1812. Role of Advertising Agencies 1. Creating an advertise on the basis of information gathered about product 2. Doing research on the company and the product and reactions of the customers. 3. Planning for type of media to be used, when and where to be used, and for how much time to be used. 4. Taking the feedbacks from the clients as well as the customers and then deciding the further line of action All companies can do this work by themselves. They can make ads, print or advertise them on televisions or other media places; they can manage the accounts also. Then why do they need advertising agencies? The reasons behind hiring the advertising agencies by the companies are:  The agencies are expert in this field. They have a team of different people for different functions like copywriters, art directors, planners, etc.  The agencies make optimum use of these people, their experience and their knowledge.  They work with an objective and are very professionals.  Hiring them leads in saving the costs up to some extent. There are basically 5 types of advertising agencies. 1. Full service Agencies  Large size agencies.  Deals with all stages of advertisement.  Different expert people for different departments.  Starts work from gathering data and analyzing and ends on payment of bills to the media people. 2. Interactive Agencies  Modernized modes of communication are used.  Uses online advertisements, sending personal messages on mobile phones, etc.  The ads produced are very interactive, having very new concepts, and very innovative. 3. Creative Boutiques  Very creative and innovative ads.  No other function is performed other than creating actual ads.  Small sized agencies with their own copywriters, directors, and creative people. 4. Media Buying Agencies  Buys place for advertise and sells it to the advertisers.  Sells time in which advertisement will be placed.  Schedules slots at different television channels and radio stations.  Finally supervises or checks whether the ad has been telecasted at opted time and place or not. 5. In-House Agencies  As good as the full service agencies.  Big organization prefers these type of agencies which are in built and work only for them.  These agencies work as per the requirements of the organizations. There are some specialized agencies which work for some special advertisements. These types of agencies need people of special knowledge in that field. For example, advertisements showing social messages, finance advertisements, medicine related ads, etc. Functions of Advertising Agency 1- Attracting clients  Advertising agency needs clients (advertisers). Without them, it cannot survive. 2- Account Management  Within an advertising agency the account manager or account executive is tasked with handling all major decisions related to a specific client.  The account manager works closely with the client to develop an advertising strategy. 3- Creative Team  The principle role of account managers is to manage the overall advertising campaign for a client, which often includes delegating selective tasks to specialists.  Advertising agency put the advertising-plan into action under its creative function. Creation of ads is the most important function of an ad agency. Generally, it involves activities like:  Copy writing, Drawing photographs, Making illustrations, layouts, an effective ad message, etc.  These jobs are done by experts like copy writers, artists, designers, etc. These people are highly skilled and creative. They make an advertisement more appealing. Attractive ads help to increase the sales of the product. 1. Suggestions for both parties (Client and Ad Agency). 2. Guidelines for the Client (Advertiser), and 3. Advice to the Advertising Agency. Suggestions for a client and advertising agency to maintain their relations: 1. There should be a mutual understanding between client and agency. Misunderstanding or confusion, if any, between the two parties, should be resolved quickly through direct talks. 2. The agency should work sincerely and honestly to bring a success to the client's ad campaign. 3. Both parties should properly follow the terms and conditions of the contract. 4. Good communication must be there between client and agency. Hence, regular meetings between them shall be arranged. 5. Both should take necessary efforts to maintain their relations friendly. Guidelines for the client to preserve relationship with advertising agency: 1. Treat the ad agency with courtesy at all times and never hurt its ego. 2. Provide all possible information about the product to be advertised and the organisation. A well-informed ad agency will make better ads. 3. Don't unnecessarily bargain for the fees charged by the ad agency as this may affect the quality of work. 4. Motivate the agency to do a good impactful work. Its charges such as media bills, fees and other costs must be paid well in time. The client should not wait for the ad agency to remind him about the payment dues. 8. Disclose to the client the names of the team members (employees) that are working on his ad campaign. 9. Inform the client about changes, if any, happening within the agency. 10. Never hurt client's ego. Agency should always provide timely services to him and try its best to satisfy him. Advertising agencies in India 1. DDB Mudra Communications Introduction: It is known as India’s no. one and largest marketing communications services enterprise. It has expertisation under four disciplines (Media, Outdoor Advertsing, Retail, and Experiential). It has bragged most of the awards in national and international film festivals like Cannes, Spikes Asia, Clio, Adfest, ABBYs, OAA etc. 25 March is still celebrated across all Mudra offices as Mudra Day. On When comparing the awards, it has won a Silver at the Olive Crown Awards in the 'Young Green Art Director of the Year' category. History: It was founded on 25 March 1980 by A. G. Krishnamurthi and its headquarter is situated in Mumbai. Initially it started with only 15 employees, 500 sq.ft space and Rs 40,000 as startup capital But in 1990, Mudra signed a collaboration agreement with DDB Needham Worldwide. In 2011, Mudra group was acquired BY Ominicom Group and named as DDB Mudra group and was merged with DDB worldwide. Currently It has three agency networks and six specialist agencies and eleven SBU. Sonal Dabral is currently the Chairman and Chief Creative Officer of DDB Mudra Group. Clients: Linen Club, Aditya Birla Group, Bharat Petroleum, Henkel, ACC Limited, Pepsi, Colgate, USHA, McDonalds, Reebok, Puma, Peter England, among many others. Iconic Campaign: Became the largest selling soft drink in 1986. Rasna (I Love you Rasna) 2. Grey India Introduction : Grey India is a part of Grey global group and is among the world’s top marketing and advertising agencies. They have shown some famous and effective work for some of the India’s most prestigious clients. History: It was founded in 1917 by Lawrence Valenstein and has its headquarted in U.S. It has many subsidary branches named as Grey India, G2, GHG, GCI Group, MediaCom Worldwide, Alliance, G WHIZ, WING, Grey EMEA, ArcTouch. In India its office is situated in Mumbai which handle projects in retailing, visualdesign and fixture design. Clients: Sensodyne, BNatural, Gillette, Dell, Crocin, Indian Air Force, Tic-Tac, Ferrero, Fortis Healthcare, Pantene, Cadbury Silk, Kinder Joy and many more. 3. Rediffusion (Y&R) Rediffusion is a part of WPP group which is among the top leading advertising agencies in India. The company offers various services which includes advertisement, consultancy, web design, social media, promotion and program setups. History: Rediffusion was started with a collaborative efforts of The three people, Diwan Arun Nanda, Ajit Balakrishnan, and Mohammed Khan in 1973. It was created for creating fearless, bold and passionate work. Rediffusion-Y&R is part of the Young & Rubicam network having 187 offices and 6,500 employees with offices in Mumbai, Delhi, Kolkata, Bangalore, Chennai, and in Sri Lanka, providing strategic and creative solutions to its clients. Clients: Tata Motors, ITC Stationery, Eveready, Handard, Ambuja, Emani and many more. 4. McCann-Erickson India Ltd Introduction: It is one of the highest ranked company of the advertising agencies in India . McCann has been awarded the Global Agency of the Year by Adweek thrice. It was also named as "Global Agency of the Year". History: It was founded in the year 1902 and 1912 McCann registered the world’s first advertising trademark ‘Truth Well Told’. McCann has offices in 120 countries spreading a global network in different parts of the country.They work through creative ideas born at the intersection of technology solutions, measurable performance and their unique understanding of people . Clients Maybelline, Loris,Spirite, Master card, Cococola, Microsoft and etc 5. Ogilvy & Mather Introduction: Ogilvy & Mather is a well known and among the top Advertising companies in India who works on the principle of 360 degree branding on both local and global scale and has created a digital dominance for them. This agency works on "We sell or else." These words sound simple, but are very meaninful to a ad agency. It is the only firm that grabbed network of the year at cannes for 3 consecutives year. History It was founded in the year 1948 by David Oligavy and has its offices in more than 150 countries worldwide. It operates in 6 cities throughout India and has become one of the leading advertising agencies in India. Clients American Express, IBM, Dove, NASCAR, Philips, Coke Zero, IKEA, UPS, Nationwide and Tiffany & Co. 6. JWT-India Introduction: One of the oldest advertisement company and most admired company in India. It has a widespread integrated network spread in New Delhi, Mumbai, Kolkata, Chennai, Hyderabad, and Bangalore. History: It is a leading advertisement company in India which was founded in the year 1896 and has its corporate office in New York. The company has been operating in more than 90 countries worldwide and taken over Hindustan Thompson in the year 2002. Notable Clients: Nestle, Unilever, DTC etc. 7. Triverse Advertising Introduction: A Gurgaon based popular ad agency which is providing services in brand architecture and brand design language, social media and advertising . History: It was founded on 9th may 2008 by Suresh Tiwari. It is classified as Non-Govt company and is registered under Registrar of Companies, Delhi and is successfully handling the communication requirements of different sections of National & Regional brands, with insights for creating a kind of work that are reflected in the international ad agency for which includes both luxury & mass brands. Clients: Vardhman, Brijwasi, SMC, Pari India. 8. FCB-Ulka Advertising Ltd Introduction: FCB-Ulka is consistently maintaining its position in the top 10 Advertising agencies in India since its inception and is responsible for breaking the sterostype of the ad agency.