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A Project Report On
BY ADITYA GANDHI.
ROLL NO 1054.PR
Ogilvy & Mather is one of the largest marketing communications networks in the world, with 450+ offices in 120 countries. The agency services Fortune Global 500 companies including American Express, BAT, BP, Cisco, Coke, DuPont, Ford, Gillette, IBM, Johnson & Johnson, Kodak, Kraft, Lenovo, Mattel, Motorola, Nestl, SAP, Unilever, and Yahoo!The quality of our network is based on the strength of our international network, our local strength and depth across all communication disciplines, our culture of collaboration and our people. 360 Degree Brand Stewardship As Brand Stewards, the agency works to leverage the brands of its multinational clients by combining local know-how with a worldwide network, creating powerful campaigns that address local market needs while still reinforcing the same universal brand identity. The hallmark of the agency's brand-building capabilities is 360 Degree Brand Stewardship, a holistic look at communications, using what is necessary from each discipline to build a brand.We believe our role as 360 Degree Brand Stewards is this: Creating attention-getting messages that make a promise consistent and true to the brand's image and identity. And guiding actions, both big and small, that deliver on that brand promise. To every audience that brand has. At every brand intersection point. At all times.KNOWLADGE ABOUT THE DEPARTMENT WORKET IN.Creative Department Jobs within an Advertising Agency - The creative department is responsible for brainstorming, planning and combining ideas to create the actual advertisements. Creative Director: is responsible for overseeing and managing the overall responsibilities of the creative department. Usually an experienced person with a creative bend of mind
Copywriter/ Junior Copywriter: can also be called as a wordsmith. Generally a person having the ability to create magic with innovative use of words is called a copywriter. The copywriter is responsible for transforming ideas into words, writing the body copy for advertisements etc.
Art Director: is an artist with strong visualization & drawing skills. This is the person who oversees the work of graphic artists. In some smaller agencies, the Art Director takes the complete responsibility of designing and converting ideas into awe-inspiring visuals within an ad - from ad layouts, to storyboarding and compilations. LIMITATIONS AND THREATS The competition in the advertising field is increasing and the threat is increasing with the creative employees of leading ad agencies coming out and starting their own. Talent erosion which lead to creative employees moving to other sectors like IT, etc. Vendors an boutique agencies offering adhoc and short term services and one of jobs to clients Thereby making the clients less dependent and wanting to go for large agencies/ long term contract.Learning experience gainedThe very purpose of internship was fulfilled to the maximum, keeping in mind the limitation of time. The learning experience began right from the first day. My primary objective of learning was to get practical exposure to the advertising industry and to observe and learn how an ad agency works. With regard to this, I learnt that an ad agency follows a workflow process, which can be attributed to any ad agency in general. The process begins with the ad agency getting a Marketing Brief from the client in terms of the positioning required, the purpose of the advertising and the facts to be highlighted in the ads. This brief is taken by the client servicing department and is passed on to the creative department, and this is known as the Creative Brief. The creative department, which composes of the Art and the copywriting department starts visualising the idea, based on the brief. In fact, the idea can come from any department, as long as it is creative and effective. The planning department meanwhile starts researching the concerned market and the clients competitors and provides useful inputs to the creative department. The finished ad copy is then shown to the client who accepts/ rejects or even suggests changes, post to which it is printed or developed into a campaign.RECOMMENDATION Increase in the mediums and options of communication ( Mobile phones, internet, blogs, networking websites) Increasing advertising from new sectors and types of companies/ organizations or individuals ( electoral advertising, social causes, personal, property advertising, etc) Global recognition and appreciation to Indian agencies which allow them to go global and get international client
CONCLUSIONMy project topic encouraged to design/write the copy for different clients.The internship was an outstanding learning experience, with great learning, practical exposure and an opportunity of self-analysis. I would like to conclude by saying that I hope the internship learning will act as a bridge to land into the abode of creative opportunities, the Advertising industry.