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Careers in AdvertisingCareers in Advertising

The Ad-Mad WorldThe Ad-Mad World

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Why should you opt for a Career in Advertising? Why should you opt for a Career in Advertising?

Double-digit growthDouble-digit growth, increased internet & radio penetrationincreased internet & radio penetration and the movement into value-added services like market value-added services like market research and media buyingresearch and media buying are adding fresh spunk to the advertising world.

The Rs. 13,200-crore industryRs. 13,200-crore industry is on the slow path of recovery from its slump at the beginning of the decade and grew at grew at 14.1% over the calendar year ’0514.1% over the calendar year ’05. In fact, the industry has seen double-digit growth for two years in a rowdouble-digit growth for two years in a row. Looking beyond print and television, the internet as a medium has crossed Rs. 100 crore in advertising revenue; while radio advertising spends have crossed Rs. 300 crore.

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Over time, mergers and acquisitions have become the norm in the ad industry in order to add value. What was once a fragmented, fractured industry has now seen a lot of consolidation by industry has now seen a lot of consolidation by global biggiesglobal biggies like the WPP group, Omnicom Group and Publicis Group. WPP has the largest presence in India, with agencies like JWT, O&M, Rediffusion DY&R, Grey India, Bates Enterprise and Equus Red Cell in its fold.

All this only means that there are more career prospectsmore career prospects for you if you’re looking to join the industry.

Why should you opt for a Career in Advertising? Why should you opt for a Career in Advertising?

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Industry TalkIndustry Talk

““The consumer’s world has to be tapped from a holistic The consumer’s world has to be tapped from a holistic angle. Advertising and marketing will have to be present angle. Advertising and marketing will have to be present where consumers are - it is as simple as that,” where consumers are - it is as simple as that,” -Prasoon Joshi, Regional Creative Director, McCann Erickson.

“Advertisers are increasingly looking beyond Advertisers are increasingly looking beyond the box.the box. Digital media and online viral messaging are on the rise.” -Josy Paul, National Creative Director, David

“Clients must have the comfort of complete solutionsClients must have the comfort of complete solutions, that’s all. Advertising still contributes over 90 per cent of any agency’s revenues. It’s the creative crowd that must the creative crowd that must sweatsweat, for it means more workload.” -Santosh Sood, COO, Rediffusion DYR

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Fact file: Changing rules in the advertising world! Fact file: Changing rules in the advertising world!

•Clients are increasingly looking for a one-stop Clients are increasingly looking for a one-stop communication solutioncommunication solution, including direct marketing, event management and public relations. •Concentration in the industry is clearly visible, with the top 15 top 15 agencies accounting for 80 per cent of the billingagencies accounting for 80 per cent of the billing and the balance 20 per cent being shared by a 100-odd agencies. •Some of the opportunity clients will be from healthcare, opportunity clients will be from healthcare, insurance, financial services, dot.com, Internet and insurance, financial services, dot.com, Internet and special communicationsspecial communications.

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What is Advertising?What is Advertising?

An Introduction

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What is Advertising?What is Advertising?

An Introduction

Advertising is the Advertising is the means of informing as well as influencingmeans of informing as well as influencing the the

general public general public to buy products or servicesto buy products or services through visual or oral through visual or oral messages.messages.

Some of the commonly used media for advertising are T.V., radio, websites, newspapers, magazines, billboards, hoardings etc.

To put it simply,To put it simply, advertising is advertising is salesmanship.salesmanship. It can make the It can make the difference between business difference between business success and failure. success and failure.

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Advertising agencies handle a broad range of marketing tasks requiring people with experience and ability in overall management and specialized skills. In all agencies, the jobs usually fall into four categories:

• Account ManagementAccount Management• Account PlanningAccount Planning• Media (Planning and Buying)Media (Planning and Buying)• CreativeCreative

Careers in AdvertisingCareers in Advertising

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Skill sets in AdvertisingSkill sets in Advertising [Executive][Executive]

The Executive Department understands client needs, find new businesses and retains existing business, selects the appropriate media, analyses timing and placement of advertisements and negotiates the financial aspects of the deal.

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Skill sets for AdvertisingSkill sets for Advertising

[Creative][Creative]The Creative Department creates advertisements, including the copy or text and the visual elements. It verbalizes and visualizes the specific need of the client.

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Advertising Education PathAdvertising Education Path

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Advertising Education PathAdvertising Education Path Education in IndiaEducation in India

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Tracing the Career Path in Tracing the Career Path in AdvertisingAdvertising

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Tracing the Career Path inTracing the Career Path in Account Management Account Management

What is Account Management?What is Account Management? This department is the link between the client and the agencylink between the client and the agency. This department is responsible for meeting prospective clients responsible for meeting prospective clients and getting business for the companyand getting business for the company

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Tracing the Career Path inTracing the Career Path in Media Planning Media Planning

What is Media Planning?What is Media Planning?The media department of an advertising agency is responsible for placing placing advertising where it will reach the right people at the right time and in the advertising where it will reach the right people at the right time and in the right placeright place and do so in a cost-effective way

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Creative DepartmentCreative Department

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Career path for DesignersCareer path for Designers

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Levi’s Slim: Press - Gold; Levi’s Slim: Press - Gold; Runner-up - Grand Prix, 2006 Runner-up - Grand Prix, 2006 “In a category which depends on million-dollar photography to be different, here was a brave idea that stood out for being simply original — and rightly so, became India’s first ever Grand Prix runner-up. When compared to international ads, we only need to be more Indian, and need to spend more time on execution.” Senthil Kumar, associate VP & creative director, JWT

Career path for Career path for CopywritersCopywriters

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Lowe Lintas India Ltd.Leo Burnett India Contract AdvertisingGrey WorldwideHakuhodo PerceptJWT – J Walter Thompson IndiaMcCann-Erickson India Ltd.Ogilvy & Mather Ltd.Percept Advertising Ltd.

Some Prominent Recruiters

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What merits do you see in recruiting from B-school campuses?Well, people coming out of a formal MBA programme, especially if they have work experience, are well rounded, mature and understand well rounded, mature and understand all aspects of businessall aspects of business. But, the other, probably greater, advantage of an MBA from a premier school is the repute of your MBA from a premier school is the repute of your degreedegree. If you come out with a degree from IIM and you have a specialisation in marketing, you have a good starting point with the client. You are at an even keel with the client, who is also You are at an even keel with the client, who is also usually an MBA.usually an MBA. These, I think, are the prima facie advantages.

What are the areas for which the company hires MBAs?MBAs are primarily hired in client servicing across the organisation. Yes, they eventually grow into planners, but they are not taken in as planners at entry levels.

Sujaya Banerjee, Senior VP – Human Resources, on the opportunities that Lowe-Lintas has to offer to management graduates.

MBA’s in AdvertisingMBA’s in Advertising

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Which are the emerging areas in the Which are the emerging areas in the

Advertising industry?Advertising industry?

•Brand ManagementBrand Management•Promotional MarketingPromotional Marketing•Image ConsultancyImage Consultancy•Event managementEvent management•Result MarketingResult Marketing

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Brand ManagementBrand Managementthe relevance of being differentthe relevance of being different

Top 5 Brands, Top 5 Brands, Business Week Interbrand RankingBusiness Week Interbrand Ranking 2006 2006

As quoted by Ramanujam Sridhar, CEO, Brand.com, “The future is in creating The future is in creating successful brands.successful brands. Quickly. And while we have many successful examples behind us they are nothing compared to what lies ahead of us. The time to be different is now.”

Brands are built by advertisingBrands are built by advertising

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Tracing the Career Path Tracing the Career Path in Brand Managementin Brand Management

"In the twenty-first century, branding will ultimately be the only "In the twenty-first century, branding will ultimately be the only differentiator between companies.differentiator between companies. Brand equity is now a key Brand equity is now a key asset.“asset.“- Fortune Magazine (in 1977)

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Promotional MarketingPromotional Marketingpaying rich dividendspaying rich dividends

The new age mantra is Promotional marketing that goes a step furhter into urging the customer to make that call….now! it’s the buzzword today. And looking at its popularity in the corporate circles, promotional marketing is here to stay.

Marketers are increasingly using Marketers are increasingly using promotions to enter the mindset of the promotions to enter the mindset of the young.young. On the one hand, you’ve got Hindustan Lever approaching schools in order to explain the benefits of surf, while on the other hand you’ve Standard Chartered Bank organising career-counselling sessions for children.

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Event ManagementEvent Management

Every time when you saw a programme like 'Filmfare' Every time when you saw a programme like 'Filmfare' awards or those pop concerts and beauty pageants you awards or those pop concerts and beauty pageants you would have wondered how people managed to set up would have wondered how people managed to set up such brilliant shows.such brilliant shows. Every tiny detail from your entering the venue to your going out is a result of rigorous planning. Well…that's event management.

One of the fastest and the most glamorous upcoming professions today, it does mean big money, but it also involves lots of discipline and meticulous planning to be in this profession.

get the party goingget the party going

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Image ConsultantImage Consultant mirror mirror on the wallmirror mirror on the wall

Image ConsultingImage Consulting is the art of advising individuals and is the art of advising individuals and corporate professionals on image, appearance, etiquette, behavior corporate professionals on image, appearance, etiquette, behavior and communication skills through individual image consultations, and communication skills through individual image consultations, coaching, presentations, seminars and image workshopscoaching, presentations, seminars and image workshops. .

The most recent plunge into Image Consultancy is taken by Atul Atul KasbekarKasbekar, the top lens man. He has launched a company- Corporate He has launched a company- Corporate ImageImage, which will build ‘brand identities’ for high-rent corporate chieftains.

Skills required for Image Consultancy:Skills required for Image Consultancy:•Natural flair for style and color•Interested in working with people and gain satisfaction from helping making a difference to their lives •Excellent interpersonal skills•Articulate and able to converse with all types of people

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Result MarketingResult Marketing what’s the outcome!what’s the outcome!

Result MarketingResult Marketing is about using financial results of the company to grab is about using financial results of the company to grab more eyeballs & attention to the products. more eyeballs & attention to the products. According to Nanda, Managing Director ANC, the company is a brand in itself, distinct from the product or service brands it may own. “Financial result ads are “Financial result ads are communication vehicles for the corporate brand,” he says.communication vehicles for the corporate brand,” he says.

“Result ads offer a powerful tool to communicate how the

company is doing.”-Madan Bahal, managing director, Adfactors

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Alternate CareersAlternate Careers for Advertising professionals for Advertising professionals

 

A Relationship Manager helps companies to build organizational and helps companies to build organizational and individual expertise in negotiating and maintaining relationships. individual expertise in negotiating and maintaining relationships.

A Corporate Communications Manager has a profile similar to that of a Public Relation Officer. The communication The communication managermanager creates, implement and oversee communications creates, implement and oversee communications programs that effectively describe and promote the programs that effectively describe and promote the organization and its products. organization and its products.

Merchandising jobs involve the promotion of merchandise jobs involve the promotion of merchandise sales, by coordinating production and marketing and developing sales, by coordinating production and marketing and developing advertising, display, and sales strategies to increase retail sales.advertising, display, and sales strategies to increase retail sales.

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The Ad Guru The Ad Guru Prasoon Prasoon JoshiJoshiAge: 37 yearsStarted his Career as: CopywriterEducation: MBA, IMT Ghaziabad

Some of his achievements: -2002 Abby Awards for the ‘Best Copywriter & the Best Ad Campaign’ -‘Young Global Leader 2006’ by World Economic Forum

Among his ads are Chloromint, Asian Paints, Cadbury, NDTV India, Pulse Polio Program, Close up, Bacardi, Ponds, “Thanda Matlab Coca Cola” etc. He is also acknowledged as a great lyricist by the Indian film Industry. He has received the Screen award for best lyrics from the film Hum Tum. Some of his best lyrics are-Sason ko sason mein in the movie Hum TumAab ke sawan aise baarse by Shuba Mudgal.Duba duba rehata hoon by Silk Route.

““Behind every Behind every successful man there successful man there

are lots of are lots of unsuccessful years”unsuccessful years”

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Age- 57 yearsEducation-Graduated in Economics, Fergusson CollegeSome of his Achievements-2003: Genesis voted the top production house by Brand Equity in a nationwide survey of agencies.-2005: the Distinctive Recognition Award, from Advertising Club at the 38th ABBY Awards.

““To me, advertisements are like having To me, advertisements are like having children. You give birth to them and your children. You give birth to them and your full attention and focus; sometimes they full attention and focus; sometimes they

turn out great, sometimes they turn out to turn out great, sometimes they turn out to be juvenile delinquents. You just have to be juvenile delinquents. You just have to

give it your best.”give it your best.”

Man with a flavor for lifePrahlad Kakkar, CEO, Genesis

The Ad Guru The Ad Guru Prahlad KakkarPrahlad Kakkar

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With With ever increasing competition to attract more eyeballsever increasing competition to attract more eyeballs to the to the product that a company sells, there is more than required product that a company sells, there is more than required need to have need to have talented people in the industrytalented people in the industry who can take the who can take the challenge of challenge of creating brands & advertising a productcreating brands & advertising a product by creating by creating communication that connects with the consumer.communication that connects with the consumer. So if you believe you have it in you, go take a PLUNGE!So if you believe you have it in you, go take a PLUNGE!

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For further details on Advertising, refer to ‘‘Careers in Advertising’Careers in Advertising’

HAPPY READING!HAPPY READING!

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