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Integrated Marketing Communication
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ASSIGNMENT II
GLOBAL MARKETING, ADVERTISING AND
MEDIA AGENCIES
SUBMITTED BY: GROUP 9
SAKSHI KABRA (221125)
SHRUTI DODLA (221139)
SUPRIYA SHARMA (221153)
VAIBHAV AHUJA (221160)
JAI CHOWDHARY (221176)
Table of Contents MARKETING AGENCY .............................................................................................................................. 3
Publicis Groupe Turnover ................................................................................................................... 3
Companies and services offered ......................................................................................................... 3
MEDIA AGENCY ....................................................................................................................................... 6
Key people........................................................................................................................................... 6
Clients.................................................................................................................................................. 7
Campaigns ........................................................................................................................................... 8
Advertising Agency.................................................................................................................................. 9
Key People........................................................................................................................................... 9
Client ................................................................................................................................................. 11
Campaign .......................................................................................................................................... 12
MARKETING AGENCY
Publicis Groupe Turnover
2013: $9.5 billion
2012: $8.8 billion
2011: $7.7 billion
2010: $7.4 billion
Companies and services offered
Subsidiaries Services Offered
Leo Burnett Worldwide Advertising
Publicis Worldwide
Saatchi & Saatchi
Sapient Corporation Digital and Media
Rosetta
Rokkan
Digitas (India) Public Relations
Leo Burnett Sales Promotion
Starcom MediaVest Media Agencies
Zenith Optimedia
Indian Presence
Saatchi & Saatchi Health Mumbai
Saatchi & Saatchi X India
Starcom India (Delhi)
Solutions India (Kolkata)
Starcom India (Bangalore)
Starcom India (Chennai)
Starcom MediaVest Group India
VivaKi India
VivaKi New Delhi
ZenithOptimedia India - Kolkata
ZenithOptimedia India - New Delhi
MSLGROUP_Chennai
20:20 MSL_Bangalore
MSLGROUP_Kolkata
20:20 MSL_Delhi
20:20 MSL_Chennai
MSLGROUP_New Delhi
20:20 MSL_Pune
20:20 MSL_Hyderabad
20:20 MSL_Mumbai
Orchard Advertising Pvt Ltd
Publicis Life Brands Watermelon
DigitasLBi India - Mumbai
DigitasLBi India - New Delhi
Discovery India
L&K Saatchi & Saatchi Kolkata
L&K Saatchi & Saatchi Mumbai
L&K Saatchi & Saatchi New Delhi
Leo Burnett Mumbai
Leo Burnett New Delhi
LiquidThread Mumbai
MarketGate
MarketGate Dimensions Research - Delhi
MarketGate Dimensions Research - Mumbai
MediaVest India (Delhi)
Publicis iStrat - New Delhi
MediaVest India (Mumbai)
Publicis iStrat - Gurgaon
MSLGROUP_Ahmedabad
MSLGROUP_Bangalore
Publicis Beehive bangalore
Digitas Health LifeBrands Mumbai
BBH Mumbai
Arc
MSLGROUP_Pune
DigitasLBi India - Ahmedabad
Phonevalley Mumbai
Publicis Ambience Mumbai
Publicis Ambience Bangalore
Publicis Beehive Delhi
Publicis Beehive Mumbai
Publicis Capital Delhi
Publicis Capital Delhi
Publicis Capital Mumbai
Solutions India (Bangalore)
Starcom India (Mumbai)
Razorfish Healthware Bangalore
Saatchi & Saatchi Health Bangalore
Re:Sources India
Red Lion
MEDIA AGENCY
Key people
Laura Desmond Chief executive t: +1 312 220 3550 e: [email protected]
Iain Jacob President, dynamic markets e: [email protected]
Bernard Bedon Executive vice president, global director, talent and innovation t: +1 646 557 7023 e: [email protected]
Andy Fisher Executive vice president, global director data & analytics e: [email protected] Matt Blackborn President, emerging markets t: +44 20 7190 8001 e: [email protected]
Kate Sirkin Executive vice president, global research director t: +1 312 220 3636 e: [email protected]
Laura Krajecki Chief consumer officer/Director of human experience center t: +44 20 7190 8598 e: [email protected]
Branches:
Gurgaon, Mumbai, Bangalore and Chennai
Clients
Burger King US
Comcast-NBC Universal US
Honda Europe
Marina Bay Sands APAC
Microsoft Global
Yahoo Asia
Kraft Foods
Kellogg’s
Walmart
Honda
Samsung
Richemont
Mead Johnson Nutritionals
Microsoft
Mondelez
Advanced Auto Parts US
Aflac -
American Egg Board US
Best Buy US
Carrefour Spain
CBS Firms US
China Telecom China
Coca-Cola France
Darden Restaurants US
Dreams UK
GlaxoSmithKline Europe
Kraft/Cadbury Australia, China, Finland, Norway & Sweden
Marina Bay Sands Singapore
Mars Italy
Mars/Wrigleys China
P&G France
Turner Broadcasting US
Walt Disney US
Campaigns
OLX Campaign – “Phone ko banao SELLphone”:
MG Convonix, an integrated digital marketing solutions company and part of Starcom
MediaVest Group, has come up with a unique integrated experiential digital media
campaign for OLX “Phone ko banao SELLphone”. OLX, in a marketing campaign across TV,
radio, and outdoor, is promoting a new concept of ‘sell-phone,’ focusing on three core
communication points click-upload-sell.
The digital ad campaign by the digital agency trendily allows the users to sell off household
things virtually by just experiencing this innovation on web though their mobile phones. This
mobile sync web campaign goes live on Yahoo and MSN from 4 and 5 June, respectively.
Women have always been an integral part of the brand communication at OLX. With ‘Phone
ko banao Sell-Phone’ OLX celebrates the individuality and independence of the new-age
Indian woman. The campaign displays OLX mobile App as a tool of empowerment for
women, allowing them to earn money, and unclutter from the convenience of their homes.
The technical capabilities of SMG Convonix and integrated digital marketing solutions drive
synergies across various elements of the online ecosystem to architect solutions that sit
right at the heart of their clients’ business imperatives.
Coca-Cola ‘Mirage’ Ad Campaign:
It focused on three groups of characters – Cowboys, Badlanders and Showgirls – racing
across the desert to capture an icy cold bottle of Coke. They eventually realized they’d been chasing a desert mirage, and the Coca-Cola that they so desperately desired was yet another 50 miles away…and thus began The Chase!
Fans got involved. Really involved!
They cast nearly 910,000 votes on CokeChase.com, then stuck around long enough to conduct almost 7.3 million sabotages. The ad was also watched on YouTube 3 million times, and we tracked more than 86,000 mentions of the program on social media during the campaign.
The campaign featured the 60-second commercial during the Big Game broadcast, but it expanded far beyond that with digital and social media at the epicenter. Coca Cola were on the forefront of that trend last year when we asked fans to join the Coca-ColaPolar Bears for
an online Polar Bowl party. And they did – millions of people logged on and watched the bears rooting on their favorite team, reacting to commercials and even Vogueing along with halftime performance.
They went a step farther, asking fans to actively engage in their campaign, social was being placed at the center rather than holding the supporting role. Beginning January 22, and lasting through the final whistle of the Big Game, they asked fans to log on to CokeChase.com and vote for their favorite team…and then “sabotage” their opponents. It was a way for fans to become actively involved in deciding the storyline of our Big Game campaign.
And while the spot was created as the centerpiece of a Big Game campaign, it didn’t end with the final whistle. The characters featured in “Mirage” generated such support from fans that we’re not ready to say goodbye to them just yet. The unique nature of the ad and
the consumer engagement it generated during our campaign makes it a repeatable idea that will live on long after the game.
In fact, the 30-second payoff ad featuring the Showgirls’ CokeChase victory aired again the following week during American Idol. It was also joined by the “Kalaharian Epilogue,” which features “Mirage” character Vincent De Fairweather, running across all major cable networks. In addition, moviegoers will begin seeing Mirage come to life in cinemas beginning in March.
Advertising Agency
DDB Mudra
Key People
Ashish Mishra
Managing Director
Interbrand India
Vandana Das
President, DDB Mudra North
Venkat Mallik
President & Head, RAPP India
Aditya Kanthy
Member of Strategic Planning Council, DDB Mudra Group and
National Planning Head, DDB Mudra
Amit Kekre
Member of Strategic Planning Council, DDB Mudra Group and
National Planning Head, DDB Mudra
Brijesh Jacob
Member of the Creative Council, DDB Mudra Group and
Joint Managing Director, 22feet Tribal Worldwide
Rahul Mathew
Member of the Creative Council, DDB Mudra Group and
Creative Head, DDB Mudra, West
Ranji Cherian
President
DDB Mudra, South& East
Rita Verma
Senior Vice President – Organisation Development
DDB Mudra Group
Sambit Mohanty
Member of the Creative Council, DDB Mudra Group and
Creative Head, DDB Mudra, North
Sanjay Panday
Senior VP/Head, Gutenberg Networks
India
SoumitraSen
President & Head, DDB Remedy
Vipul Thakkar
Member of the Creative Council, DDB Mudra Group and
Creative Head, DDB Mudra, South
Vineet Gupta
Managing Director,22feet Tribal Worldwide
Client
Aditya Birla Group Hitachi
Bharat Petroleum HP
Henkel Huawei
Cisco ITC
Abbott Nutrition Johnson&Johnson
ACC ltd. JP Cement
Adani LIC
Aircel Marico
Usha Novartis
Bharti Walmart XLRI
Colgate UNICEF
Linen Club Incredible India
DBS Adidas
World Wide Media Amway
Eicher Arvind
Gillette Ashok Leyland
HDFC Bank Asian Paints
HR Bank of Baroda
Hindustantimes Bata
HUL Black&Decker
Idea Castrol
IDBI Cipla
ICICI Dabur
Nerolac Dewalt
Jindal Emirates
Lenovo Dr. Reddy’s
Nano Future Groups
Mc Donalds Godrej
Rotomac Good Food
Nirmal Gulf
MSD HBO
NTC Henkel
Peter England Simply Marry
Panasonic Sony
Puma Symphony
Prestige TATA Communication
Reebol Times Of India
SAB Miller Union Bank
Wipro Videocon
Wrigley Western Union
YOU Broadband Zydus Wellness
Location:
Delhi, Mumbai, Chennai, Ahmadabad, Bangalore, Kochin, Kolkata
Campaign
Union Bank of India
Union Bank of India is one of the largest PSU Banks in India. Established in 1919, UBI has
always stood for shared Indian dreams. The brand’s tagline; ‘Your Dreams Are Not Yours
Alone’ reflects this belief and its promise to partner every dream. In its last outing, Union
Bank of India used dependable partners of renowned celebrities to bring alive the brand
promise – Ajit Tendulkar, Aruna Anand and Kareema Beegum.
In the current campaign, the idea was to borrow insightful stories from real life – stories
about a common man’s aspirations, dreams and the hurdles faced in order to achieve them.
When the campaign was initiated, the team zeroed down on five products and services viz.
home loan, SME loan, phone banking services, quicker processing and proactive follow-ups
and self-generation of ATM pins and passwords. They then decided to cast a single family
for all five films. This was critical as it was important to illustrate how these products and
services can improve the quality of life of an average Indian family. Out of the 5 films
included in the campaign, two were released in 2013 and two in August 2014.
Like the last two TVCs (Home Loan & quicker processing and proactive follow-ups), the
storyboards of the two recently released TVCs (SME Loan and Phone Banking Services) also
revolve around 5 members of this family, their dreams and the role played by Union Bank of
India to turn them into reality. The SME Loan TVC takes the viewers through a father-son
relationship and how the son’s notion about his father changes after a minor conflict that
arises between the two. The solution to the conflict is UBI’s SME loan, thus making it an
integral part of the story. The TVC ends on an emotional yet wise thought while using the
tagline – ‘Your Dreams Are Not Yours Alone’ as the proposition of the film.
Like the previous TVCs, Pankaj Kapoor plays the father and brings out the various nuances of
the everyday life of an Indian father beautifully. Another TVC which highlights the phone
banking service of UBI utilizes the unsaid wishes and unexpressed emotions between an
Indian husband and wife in a beautiful manner. Starring Pankaj Kapoor as the man of the
family, the TVC opens with him and his wife in a jewelry showroom where he is trying to
persuade his wife to buy a lesser expensive necklace by telling his wife that it looks beautiful
on her. While he wishes to buy the expensive necklace for her, he is not able to do so due to
lack of funds in his bank account. Their son is observing this situation along with his other
siblings from a distance. He realizes the hesitation of his father and helps him come out of it
with the help of Union Bank of India’s phone banking service. The film deals with the
delicate intricacies faced by the man in the family on an everyday basis and how his family
members can help him with the help of UBI services.
The full campaign was aimed to show the bank as user-friendly with family as the target
segment. Here the consumers are all the 5 members highlighted in the TVC for different
product offered. Thus positioning itself as a one stop solution for all the financial solution of
a family.
Volkswagen:
A 360° campaign, with activities across all touch-points, has been developed to reach the
target audience, which includes three TV commercials (across GECs, news, infotainment,
movies and regional news), two print ads (in leading newspapers and magazines), digital
activation (teaser video campaign) and specially designed POS at dealerships.
The TV commercials, as well as the print ads, highlight the brand's key differentiators - build
quality, safety and drive quality. The engaging situations and endearing characters
demonstrate how one can truly enjoy a Volkswagen. Volkswagen is known for their
exceptionally well-engineered cars, which are superbly designed, packed with innovative
features, and impeccably built. In India, while people do know of Volkswagen as a well built
and innovative German car, but they don't really know what makes a car a Volkswagen.
This brand campaign was conceptualised to bring alive that unique strength of Volkswagen:
the engineering, in a tone and manner that is uniquely Volkswagen. The campaign
showcases the real-world benefits of confidence, safety and exhilaration (derived from the
solid build, best-in-class safety, and unmatched drive quality).Bringing alive how people can
‘Enjoy the Engineering’ of a Volkswagen.
The campaign showcases about all the technical aspects of the car and thus positions itself
as a superior product in technical form. It showcases all the benefits of having a superior
technical car.