Assignment by Pawan Kumar on Advertising

8/8/2019 Assignment by Pawan Kumar on Advertising

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SUBMITTED TO: SUBMITTED BY :

Respected Nitin Kr. Singh Pawan Kumar(Marketing)

Faculty Of Marketing Roll No.: 15026

Date- 01-12-2010



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Type: SubsidiaryOn the web: http://www.jwt.comEmployees: 9,000

J. Walter Thompson Company, doing business as JWT, isa leading advertising agency in the US and one of the largest in the world (alongwith McCann World group and BBDO Worldwide). It provides creative addevelopment, campaign management, and strategic planning services to suchclients as Ford, Kimberly-Clark, and Shell. JWT also offers brand developmentand specialized marketing services, including customer relationship marketing,event marketing, and sponsorships. Its Digitaria unit provides digital and newmedia marketing services. JWT operates in almost 90 countries through more than200 offices. Founded in 1864, it is one of the flagship agency networks of UK-

based media conglomerate WPP.

Key numbers for fiscal year ending December, 2008:Sales: $3,725.8M

Officers:Chairman and CEO: Bob Jeffrey

International President: Michael MaedelChief Communications Officer: Erin Johnson

Competitors:BBDO

Leo BurnettMcCann World group





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In 1916, Stanley Resor and several partners bought theCompany from the aging James Walter Thompson for $500,000.

In 1930, a letter addressed to Mr. Thompson arrived from

soon to be president Franklin D. Roosevelt asking for a job for his son Elliott,guaranteeing µhe has a perfectly good mind.¶ Mr. Thompson had died in 1928, andElliott never did work for JWT. (JWT¶s mother was a distant cousin of FDR).

Thompson is responsible for some enduring brand imagesin popular culture, like the Rock of Gibraltar used for the Prudential InsuranceCompany.

Today, JWT is one of the largest advertising agencies inthe United States and the fourth-biggest in the world. It is one of the key

companies of Sir Martin Sorrell's WPP Group (NASDAQ:WPPGY) and isheadquartered in New York. The global agency is led by Worldwide Chairman andGlobal CEO Bob Jeffrey who took over the role in 1998

[3]. JWT was named

Adweek magazine's 2009 "Global Agency of the Year."[4]

JWT's remit is to createstories people want to spend time with.

y Bayer y Bloombergy Cadburyy DTCy Ford

y HSBCy Huggiesy Johnson & Johnsony Kelloggy Kimberly-Clark y

Macy'sy Microsofty Nestléy Nokia

y Rolexy Royal Caribbeany Sunsilk y Shelly Tim Hortons

y Unilever y United States Marine Corpsy Vodafone



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Sunsilk hair monsters

y JWT Advertising

Wash out your hair monsters. Sunsilk Sunsilk is one of the top hair care companies. Sunsilk is bringing you new ways to solve your daily hair dramas.

Advertising Agency: JWT, Paris, France

Ad of Lipton yellow label tea by JWT in 1998 at Russia



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In 1948, David Ogilvy founded the agency that would

become Ogilvy & Mather. Starting with no clients and a staff of two, he built hiscompany into one of the eight largest advertising networks in the world. Today it

has more than 450 plus offices in 169 cities.

Our history is the evolution of one man's thoughts, talents, and work ethictranslated into a company culture, a defining business strategy, a destiny.

From the very beginning, David Ogilvy intended to have a different kind of company. He knew that if he was going to be successful as an expatriate running



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an under-capitalized offshoot of an old British firm in the country that inventedmodern advertising (in the city that was its epicenter), he would need to build astrong agency brand. The first two fundamental components of that brand would bethe quality and diversity of the people, and the quality and class of the operation."Only first class business, and that in a first class way."

The third component was his belief in brands. "Every advertisement is part of thelong-term investment in the personality of the brand."

David worked relentlessly to instill the belief that our job is to make advertisingthat sells, and the advertising that sells best is advertising that builds brands. We

practice what he preached. Over the past 60 years, Ogilvy has helped to build someof the most recognizable brands in the world: American Express, Sears, Ford,

Shell, Barbie, Pond's, Dove, and Maxwell House among them, and more recently,

IBM and Kodak.

Thus I can say Building brands is at the core of Ogilvy & Mather

Worldwide's activities. The company emphasises it uses a holistic approach to

brand building, touching every contact point a consumer might have with the

brand. It could be the packaging, merchandising, and advertisements on

billboards, television, radio or the Web. The company even uses public relations

to create a more conductive environment for the brand.



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y BBC

y BP

y Coca-Cola Co.

y

Glaxo SmithKliney IBM

y MasterCard

International

y Merck & Co.

Merrill Lynch

y Kimberly-Clark

Corp

y Shell

y Nestle

y Pfizer and Sun.

y , Brat Pitt

y Michael J. Fox

y

ReeseWitherspoon.

y Novartis, Pfizer

y Unilever

y Xerox

y Argos

y Ariba (UK) Ltd.

y Deloitte&Touche

y Dubai World Cup

y Intelsat,



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Advertisement of Dove by Ogilvy and Mather

Advertisement of Dove by Ogilvy and Mather May 2009



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(LINTAS (Lever's International Advertising Service).)

New Lintas advertising is a leading outdoor advertising

agency. Its based on diverse and critical experiences.

New Lintas bringing several types of advertising like product launches, workshops,

sports, business, road shows, fashion shows culture shows, seminars and may

more. New Lintas facilities into specific promotional opportunities for both are

close-ended and open-ended target groups with a reach from Rural to Metropopulace.

New Lintas provides services 365 days one year which generates repeated

exposure to customer potential and captures customers consumers on their way

to the buy.

The advertising of New Lintas is perfect for reaching mass audiences and is also

great for targeting specific groups and ages and its advertising is with the new

digital technology, out door advertising is only getting better.

1. Strengths:

Cross industry experience spanning television and radio, films marketing,

designing, advertising hospitality and events and promoters.

2. Outdoor advertising:

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

the respective advertisement.

* Technological advancement is creating designs, photography, printing of Flex;

illuminations etc. have made this medium more attractive effective and desirable

for any campaigns.





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Best editing in advertising for the Maruti SX4 TVC in the year 2009

LOWE Lintas known for its creative and insightful work has

bagged Gold for their work done on the Maruti SX4 TVC After

You at the Indian Documentary Producers Association (IDPA)

award for best editing in advertising for the year 2009.



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Mudra communication limited

Introduction;

One client Vimal and a 500 sq ft office that was Mudra in the year

1980 They were a small agency tucked away in Ahmadabad with one clearlyArticulated goal to be a top 5 agency .there ambition with an almost manicobsession by creating the best contemporary advertising that had our client andother people taking notice.

As a young agency operating out of Ahmadabad its growth was drivenhelping small business with big ambition explode their brands to the country atlarge.

With in 9 years they were the largest Indian advertising agency

HISTORY POINTS :

Mr. A. G. Krishnamurthy founded Mudra communication on 25th march1980 Mr. Krishnamurthy started his advertising career with Shilpi advertisingin 1976 He moved to Reliance Industry as advertising manager 4years later hefounded Mudra communication



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Mr. Krishnamurthy started Mudra with one brand Vimal .today Mudrahas 125 client this multifold increase is a testy many to his passion andzeal In 1991 he created the Mudra institute of communication Ahmadabad(MICA) the only advertising school of it s kind in Asia In 1995 Mr. Krishnamurthy was nominated as advertising person of the year

Head quarter : Mumbai

Industry : Marketing and advertising Type : Privately Held

Status : Operating

Founded : 1980

Sanjay Sharma : New president(North & East)

Company size : 501-1000 employees

Sebastian Joseph : Executive vice-president and head technology

Mohit Bhagchandani : Country head, Mudra Sport

Joy Deep Dasgupta : Vice president and national strategic planning head

Sonal Jhee : Account Planning

It was started in 1980 Mudra rose to become the 3rd

largest agency in the country. In a short span of nine years, today the Mudra groupis one of the India s leading marketing communication networksThe group utilizes it s deep understanding of consumers brands and media to



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deliver creative business solution ±A customized and collaborative approachhelps it s client build enduring and profitable brand

The group offers integrated communication services through it¶s

platform

(1) Mudra and DDB

(2) Mudra (advertising)

(3) Mudra max (integrate communication planning and implementation) (4)Mudra health and life style (health and life style advertising)

(5) Water (brand strategy and design consulting)



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Mudra has created some of the most memorable advertising in India they are;

1. Only Vimal

2. I Love You Rasna

Achievements of the Mudra communication ltd :

*It was a Mudra that first gave India double spread colors ads*it was Mudra that first sponsored commercial telecast of a major sportingevent with the India and west Indies series of 1983*it was Mudra that first branded a public issue Reliance Khazana*it was Mudra that made India s first telefilm Janam*it was Mudra that gave Doordarshan Rajani .The serial that heralded a new

consumer awareness in India*it was Mudra that gave India s it s first academy for advertising.

THE Mudra Institute of Communication (MICA)*it is a Mudra that gave India s advertising community its first advertisingarchives marketing and Advertising Gallery(MAG)



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Leo Burnett was an advertising executive

famous for creating such icons as the Jolly Green Giant, the Marlboro Man, the

Pillsbury Doughboy and Tony the Tiger. Born in St. Johns, Michigan, he studied

journalism at the University of Michigan. His first job was at the Peoria Journal in

Peoria, Illinois. In 1917 he moved to Detroit, where he went to work for the

Cadillac Motor Company as a copywriter. After his marriage he moved toIndianapolis, Indiana, where he worked for an advertising agency from 1923 -

1930. In 1935, he created his own agency. During the 1950s he moved his agency

to Chicago. He was inducted to the Copywriters Hall of Fame in 1961, and retired

in 1967.

Canon

Colonial First Stat

Diageo

Energy Australia

Freedom

Heineken

Landcom

Lipton

Maytag

McDonalds

NRMA Motoring and Services

Nutricia

Optus Business

Procter & Gamble

Rabobank

Rexona

Subaru



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Ad for Investment,Insurance and Prorerty development(for Ae Investimentos)

By LEO BURNETT BRAZIL In Jan-2009

Tagline: Don't be lost in the weird world of investments.

Advertising Agency : Leo Burnett, São Paulo, BrazilCreative Director : Ruy LindenbergArt Director : Breno BalbinoCopywriter : Fábio NaganoIllustrator : Tiago Hoisel

The Print Ad titled Strange was done by LEO BURNETT BRASIL, SaoPaulo advertising agency in Brazil. It was released in the January 2009.Business sector isInvestment, insurance & property development.



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BBDO Batten, Barton, Durstine and Osborn is an

international advertising agency network, with the core offices in New York.

Created in 1928, BBDO has achieved in 2007 the title of Most Awarded Agency

Network in the World by the Gunn Report. The BBDO website is a symbol of

creativity, good-taste and advertising essence, clearly reflected by the worldwide

coverage of the agency. BBDO has 287 offices in 77 countries, which mans that

the largest of the three global networks of agencies in Omnicom. People working

at BBDO focus on enhancing the agencys philosophy of Total Work. Their

extensive popularity emerges from exceptional advertising campaigns that touch

the customer and enhance the clients brand.

Industry : Marketing and Advertising

TypePublic :Company

Status :Operating

Company Size :10,001+ employees 2006 Revenue : $11,377 mil (9%)

Founded : 1986



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A SELECTION OF CLIENTS SERVED BY BBDO FIRM

Airlines & Aviation

y Royal Brunei y Kenya Airlinesy Smart Aviation

Banking

y American ExpressBank

y National Bank of Egypt

y Central Bank of Egypt

y Bank of AlexandriaMutual Fund

y National DevelopmentBank

y

N

ational Investm

entBank y African Export-Import

Bank

y Export DevelopmentBank

y Banque Misr

y Bank Du Caire

Hotels & Tourism

y Domina (Coral BayHotel)

y Movenpick - Heliopolisy Nile Palace Hotely Interval Internationaly EGOTH

Oil and Gas

y McDermott Inc.y Santa Fe Int'l Service

Inc.y BP AMOCO

y Baker Hughesy Norsk Hydro

Explorationy HBS y National Gasy Sipetrol y Fagr

y Alkile Benzene

y Arabia Gas y Setcore Petroleum

y FMC

y IPR

Industrial

y Zamil Steel y GSE y General Lighting

y Setcore Spinning

y Egyptian Gypsum Company



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Pharmaceutical

y Eli Lillyy Pfizery Becton Dickinsony Schering Rep. Office

Construction & Real EstateDevelopment

y Hochtiefy General Electricy

FLS Sm

idth/CPC

y Global Energy Services

y Gamesa Eolica

Food and Beverage

y Al-Ahram BeveragesCo.

y McCormicky Manfoods (McDonalds)

y Enjoyy La Poire

y Red Bull

Information&TelecommunicationTechnology

y Nokia Networks Egypty AT&T

y Texas InstrumentInformation

y Google

y Orange BusinessServices

y British Telecom y CSC ² Computer

Science Company

Financial Institutions &Brokerage

y Global InvestmentHouse

y Rashad Securities

y Wall Street y United Securities

y Belton Financial y Al Ritaj y Integra Holding Org.

Real Estate Development

y DAMAC Group

y Nasr City for Housing& Development



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VW official partner of Olympics:

Advertising Agency: IMPACT BBDO, Beirut, Lebanon Chief Creative Officer: Dani Richa

Creative Director: Carlos Amseyan

Copywriter: Yasmin Murad

Art Director: Nay Abou Chahla

Photographer: Roger Moukarzel Studio



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McCann Erickson is the biggest worldwide agency network by

global footprint. Although the main agency specialises in traditional advertising, it

also offers a broad range of other marketing services under the banner of the

McCann Worldgroup, which coordinates input from several other Interpublic-

owned agencies including Momentum Worldwide, Futurebrand and Weber

Shandwick. A dynamic force during the 1990s, McCann stumbled badly at the

beginning of the following decade, distracted by accounting irregularities andmanagement problems. The loss of the prestigious Coke Classic account in several

important markets was a severe blow. Since then, however, McCann has

recovered its composure and has steadily re-strengthened its client portfolio. Yet

despite its worldwide presence, it is always under threat from more nimble

competitors in the key US market, and has had to fight hard to keep hold of key

clients like Verizon, Microsoft and General Motors. Advertising Age estimated

worldwide advertising revenues of $1.4bn in 2009.

McCann Erickson Worldwide is the world's largest and most

globally experienced advertising agency network. With operations in over 110

countries and some eight decades of multinational experience, McCann Erickson

has been recognized as the creator of the modern global advertising agency

model.

McCann Erickson's worldwide strength is founded on its strong

local roots in all regions of the world. Its global resources, combined with its vast

local expertise, have made McCann Erickson a top five agency in almost every

market in which it operates. While McCann celebrated its U.S.-based centennial in

2002, it has also operated on the ground with major market agencies in Europe

for more than 75 years, in Latin America for 70 years, and in Asia Pacific for 45

years. Thus it is not surprising that McCann has been named 'Global Agency of the



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Year' multiple times by major trade publications, while many of its agencies are

regularly honored as 'Agency of the Year' in their own markets.

At the heart of McCann Erickson's powerful combination of local

market, pan-regional and global network strength is its commitment to creativeeffectiveness on behalf of its clients, many of whom are among the largest and

most sophisticated in the world. For many years it has been a consistent winner

of awards celebrating effective advertising, including the EFFIEs and AME awards.

Verizon

Microsoft General Motors



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Advertised by McCann-1956

The number of ads and their production values rose dramatically from1956 to 1963. In 1963, McCann hit its stride with a campaign that proved to haveworldwide appeal, "Things Go Better with Coke." The words and music for theslogan at the heart of the campaign were written by McCann's creative director,

Bill Backer, and performed by the popular folk-revival group the Limelighters. Bydesign, the words also translated readily into almost any language, allowing theslogan to travel the world.

The decade ended with what was perhaps the most successfultelevision ad campaign for Coca-Cola, the so-called "Hilltop" commercialfeaturing the song "I'd Like to Buy the World a Coke."



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The Advertising Agencies Association of India

Objective of The Advertising Agencies Association of India Tasks of The Advertising Agencies Association of India Structure of The Advertising Agencies Association of India

I will explain each terms for differentiating AAAI from IAS

The Advertising Agencies Association of India On September 21, 1945, 60 years ago, Advertising Agencies Association of India (AAAI) was registered as a society in Calcutta. 4 agencies fromCalcutta ± D J Keymer, General Advertising Agency, J Walter Thomson Co.and Press Syndicate ± and 3 agencies from Bombay ± Adarts, Lintas and

National Advertising Service ± were the signatories in the registrar¶s officedoing the honours. Initially the registered office of the Association waslocated at 37, Chowringhee, Calcutta. Calcutta, under the British Raj, was avibrant commercial city. In 1961, the AAAI office was shifted to Bombay.

What was the size of the ad industry then? The Government¶s own PressCommission in 1953 noted that the value of print advertising was Rs. 35million. Other media spends were estimated at another Rs. 15 million.

In such an era, these were some real bold men, who felt the need to create a platform to promote advertising, as a professional activity!

We must also understand the background under which AAAI grew in

stature. After India became a Republic in 1950, our successive Governments promoted the policy of self-reliance and import substitution. For threedecades ± from 1951 to 1980 ± advertising in India had limited purpose to

play.

Till the 80¶s, while the Government did not encourage competition, theGovernment did grudgingly acknowledge the importance of communication



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in social aspects like in family planning programmes, nutrition, education,the modernization of agriculture and ushering in the green revolution. AAAIMembers were called upon to provide support in the Government efforts insome of these critical areas.

The Government also had a healthy respect for AAAI and always consultedit in matters of consequence. For example, it was at AAAI instance that the

Government permitted foreign equity holding in ad agencies in the late 80¶s.

Whenever required, AAAI has stepped in to protect its business interests toregulate orderliness in the industry. It has been intrumental in restoring the15% commission/trade discount for Government business in Governmentowned media, or in lobbying for removal of tax on advertising way back in1965 and subsequently in 1978 and 1983, or during the most recent Fringe

Benefit Tax where advertising and promotion was included as FringeBenefit!

AAAI¶s contribution in regulating the industry is no less significant. In 1987when TV sponsored programmes became a reality, it determined how theincome should be shared between the placing agency and the creative

agency. In 1988 and again in 1990, AAAI was actively involved indetermining the procedures and policies of the electronic media i.eDoordarshan.

In 1983, AAAI was involved in a serious dialogue with Indian Newspaper Society (INS) when the credit period was proposed to be reduced from 75 to45 days. Finally we agreed on 60 days, with the rider that "no changes would

be made in the Accreditation Rules without mutual consultation andconsent" of INS and AAAI. In 1991, when the proposal came to reduce this60 days to 45 days, it was persuasively defended. Since then INS and AAAImeet regularly with respect to matters that concern both bodies.

AAAI has been behind the National Readership Survey as a joint industry

initiative in collaboration with INS and ABC. Having felt the need for a self-regulating body in Advertising, AAAI was highly supportive to theformation of Advertising Standards Council of India (ASCI).

Similarly, AAAI encouraged the formation of Indian BroadcastingFoundation so that it could address the needs of TV channels. About 4 years

back, AAAI signed a unique Agreement with IBF, which codified the



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working relationship between the members of IBF and AAAI in the matter of placing and paying for the ads. This initiative has been a resoundingsuccess for both sides.

AAAI enjoys a healthy relationship with Indian Society of Advertisers(ISA). Time and again, AAAI has been called upon by its members toresolve disputes with advertisers for which formal Arbitration proceedings

have been conducted. AAAI also assists our members to collect paymentfrom defaulting advertisers.

In summary, AAAI, over the last six decades, has stood by its members andhave protected their business interests, be it in dialogue with Government,media bodies or advertisers; AAAI has regulated its members in the orderlyconduct of their business affairs, whenever the need arose; And last, but not

the least, AAAI provided a platform for training of advertising professionals,recognition of creative work through its coveted Triple-A Awards andhonouring outstanding advertising men through its AAAI-PremnarayenAward.

AAAI has thus come a long way from its humble beginnings 60 years ago.

But as they say, the future is always more exciting than the past.AAAI isalive to the changes that the future holds out and the next decade would be astimulating period, ushering the advertising industry in newer challenges andopportunities.

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

To benefit Indian consumers and to protect their interests by helping ensure

that advertising is honest and in good taste. To benefit Indian advertisers by promoting their sales, increasing their sales

and increasing productivity & profitability, to stimulate business andindustrial activity.

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

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



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To question advertising that is wasteful and extravagant; to make it possiblefor the small entrepreneur to grow through advertising and to compete withthe biggest; to encourage market and media research; to serve society bymeeting its social responsibilities.

To encourage the interest of young individuals in the business of communication, to assist in education and training programmes and to

provide information of benefit to members. Non-members are also provided

this service for a fee. To establish a common platform in building and sustaining the prestige of

the advertising profession and to serve as a spokesman against unwarrantedattacks or restrictions on advertising.

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

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

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

of similar complexity and sensitivity. The AAAI today is truly representative, with a very large number of small,

medium and large-sized agencies as its members, who together account for almost 80% of the advertising business placed in the country. It is thusrecognised at all forums -- advertisers, media owners and associations, andeven Government -- as the spokesperson for the advertising industry.

Tasks of The Advertising Agencies Association of India The AAAI's activities cover all areas of vital importance to the

advertising industry. Some of these include:

y Government & Public Relations: Improving the image of the advertisingindustry and focusing on its role in economic development and employment

through campaigns, seminars, press relations and direct contact withGovernment ministries.

y IBF/Doordarshan & AIR/Other FM Channels: Protection of members'interests on issues related to Guidelines and Rules of Commercial Broadcast,Sponsorship, Rates, Commission and Accreditation; working towards fullservice operations at all TV Channels/Doordarshan Kendras and Radio

Channels; setting up an independent monitoring body for commercials.



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y INS: Protection of members' interest in matters relating to INS policies,credit periods, Rules for Accreditation and streamlined operations;

promotion of better production values and effective advertising purchases.y Professional Practices: Improving the quality of professional relationships

between Agencies and Clients through seminars, the AAAI Handbook andthe evolution of uniform guidelines, codes and norms.

y Client Disputes: Helping settle disputes through evolution of guidelines,

procedures and uniform practices; mediating between agency-client, agency-agency and agency-media to ensure quick resolution of disputes.

y Statutes and Laws: Constantly examining all relevant laws and statutesaffecting the advertising industry including ESIS, Sales Tax, other taxes,Arbitration, MRTP guidelines; seeking professional advice and presenting acommon viewpoint at relevant forums to protect members' interests;

pursuing new avenues like Credit Insurance cover, etc.y Training & Development: Organising seminars and workshops on effective

advertising skills in creative, copy-writing, print and production, clientservicing, television production, media operations, media planning,advertising as a career, etc; maintaining a fully-stocked reference librarywith a reprint service for members.

y Member Communications: Constantly communicating with members

through circulars and correspondence; periodic publication of an updatedmembership directory, regular regional meetings for members and their employees.

y Public Service: Offering the services of the Association and members insignificant projects, e.g. for Family Planning, the National WastelandsDevelopment Board, Gujarat Earthquake relief, etc; encouraging the creationof such advertising by members. There are innumerable instances of successful AAAI activities, with benefits to the entire advertising industryand all others associated with it.

Structure of The Advertising Agencies Association of India The AAAI functions through the active, voluntary services of aPresident, a Vice-President, an Honorary Secretary, an

Honorary Treasurer and an Executive Committee assisted by afull-time Secretary-General and his staff. The Associationmaintains a permanent office, which is located at: 35 Maker Tower 'F', 3rd Floor, Cuffe Parade, Mumbai 400 005.

y Conventionally, a very senior agency person represents each member agency

in the AAAI.



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y The President and other office-bearers are elected every year by the GeneralBody, which comprises all representatives of member agencies. In addition,some Executive Committee Members are co-opted to the ExecutiveCommittee and an effort is made to ensure that all zones and groups of agencies (by size) are represented on this Committee.

y Assisting the above groups are various Sub-committees, each looking after specific activity areas of the Association, and Regional Convenors who co-

ordinate members' activities in different regions of the Country.y The Executive Committee, the Regional Convenors and various Sub-

Committees meet very regularly and information is constantly shared withall members.

y The AAAI is thus a true association, in the sense that nearly half of allmembers are directly involved with one or more of the active committeegroups and the remaining members are in touch through direct

communication.



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INDIAN SOCIETY OF ADVERTISING

Background And Current Status : The Indian Society of Advertisers

(ISA) was founded and registered as a company fifty seven years ago(1952) by a like minded group of large advertisers of those times. Theoriginal member companies and their representatives were:

Company Represented By

Bata Shoe Company, Calcutta R. Ray, Publicity Manager

Birla Bros. Ltd., Calcutta Gangadhar Makheria, Secretary &Chief Accountant

Corn Products Co. (India) Ltd.,Bombay

P.H. Brown, Director

Glaxo Laboratories (India) Ltd.,Bombay

R. A. Haryott, Director

Parle Products Manufacturing Co.Ltd., Bombay

P. Mohanlal, Director

Polson Ltd., Bombay Lt. Col. J.D. Kothawala, Director

Tata Industries Ltd., Bombay F.S. Mulla, Public Relations Officer



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West EndWatch Co., Bombay M.R. Bavier, Esq., General Manager

While registered as a company under section 25 of the Companies Act, it isa non-profit organization and is exempt from paying Income Tax under Section 11 of the 1.T. Rules 10 (23).

Western RegionSouthern RegionNorthern RegionEastern Region

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

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

Its membership includes almost all the large and prestigious advertisers

like Asian Paints, Bata, Britannia, Cadbury, Castrol, Coca-Cola, Colgate-

Palmolive, Dabur, Godfrey Phillips, Godrej, HDFC, Hero Honda, Procter

& Gamble, Hindustan Unilever , ITC, Mahindra, Marico, HCL,Reliance

ADAG, UB Grop, MRF, Nestle, Nirma, Pepsi, P&G, Raymond, Reckitt,

SmithKline Beecham, Tata Tea, Tata Motors, Titan and WIPRO, to

name just a few. Among large Public Sector Enterprises who are

members are companies like Air-India, Bharat Petroleum, Indian Oil and

LIC. Collectively, the membership of ISA accounts for two thirds of all

annual advertising expenditures made in India.

Information And Guidance To Advertisers:Being a member of the World Federation of

Advertisers (WFA), ISA has access to developments across the world in

the field of advertising. It is therefore in a position to guide advertisers on

issues like:

y Global Best Practices and model contracts

y International training programs/workshops

y Web workshops/training seminars



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Encouraging New Media : ISA has been constantly on the vigil to explore

opportunities to enhance and exploit available media as

well as to encourage new media for the benefit of

advertisers.

ISA played a crucial role in working with the Government

to allow commercial broadcasting on Radio and

Television in days when there were Government

controlled/owned mediums.

Keeping Media Honest And Competitive:While the measurement of media audiences, reporting of

media costs and assessment of media cost effectiveness is critical, it is

also important that we collectively ensure that the media at large follows

practices which allow honest and unrestricted competition between media

suppliers and allows meaningful comparisons of cost in a transparent

manner.

ISA has played a determining role in this area and continues to do so:

ISA was instrumental in stopping the practice of a single advertiser

booking the entire space in any one media vehicle.

ISA has encouraged and enabled a ³single currency´ in the

measurement of TV audiences and Press readerships to allow

comparisons of cost efficiency between vehicles within a medium

with a common yardstick.

Documents

Assignment by Pawan Kumar on Advertising