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INDIAN INSTITUTE OF PLANNING AND MANAGEMENT Kormangala , Bangalore-560025 A Project Report On “BRAND MANAGEMENT AND MEDIA PLANNINGAt SUBMITTED BY : T.KRISHNA CHAITANYA REDDY

Ogilvy Internship Report

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Page 1: Ogilvy Internship Report

INDIAN INSTITUTE OF

PLANNING AND MANAGEMENT

Kormangala , Bangalore-560025

A Project Report On“BRAND MANAGEMENT

AND

MEDIA PLANNING”

At

SUBMITTED BY : T.KRISHNA CHAITANYA REDDY

Batch: 2010-2012

Page 2: Ogilvy Internship Report

INDUSTRY PROFILE

Indian Advertising Industry

  The Indian advertising industry is talking business today. It has evolved from

being a small-scale business to a full-fledged industry. It has emerged as one of

the major industries and tertiary sectors and has broadened its horizons be it the

creative aspect, the capital employed or the number of personnel involved.

Indian advertising industry in very little time has carved a niche for itself and

placed itself on the global platform.

Indian advertising industry with an estimated value of rs13, 200-crore has made

jaws drop and set eyeballs gazing with some astonishing pieces of work that it

has given in the recent past. The creative minds that the Indian advertising

industry incorporates have come up with some mind-boggling concepts and work

that can be termed as masterpieces in the field of advertising.

Advertising agencies in the country too have taken a leap. They have come a

long way from being small and medium sized industries to becoming well known

brands in the business. Mudra, Ogilvy and Mather (O&M), Mccann Ericsonn,

Rediffussion, Leo Burnett are some of the top agencies of the country.

Indian economy is on a boom and the market is on a continuous trail of

expansion. With the market gaining grounds Indian advertising has every reason

to celebrate. Businesses are looking up to advertising as a tool to cash in on

lucrative business opportunities. Growth in business has lead to a consecutive

boom in the advertising industry as well.

The Indian advertising today handles both national and international projects.

This is primarily because of the reason that the industry offers a host of functions

to its clients that include everything from start to finish that include client

servicing, media planning, media buying, creative conceptualization, pre and

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post campaign analysis, market research, marketing, branding, and public

relation services

Keeping in mind the current pace at which the Indian advertising industry is

moving the industry is expected to witness a major boom in the times ahead. If

the experts are to be believed then the industry in the coming times will form a

major contribution to the GDP. With all this there is definitely no looking back for

the Indian advertising industry that is all set to win accolades from the world

over. Therefore for more information on Indian advertising, advertising agencies,

marketing and advertising or any related information please visit

www.exchange4media.com.

Advertising & Marketing Industry Profile

In an industry that seems to be feast or famine, this will be the era when ad

companies asked, "Where's the Beef?" In the previous decade, a robust economy

and a hot technology sector helped increase levels of ad spending to fuel the

growth of the industry. Holding companies benefited enormously in this

environment and set the tone for the rest of the industry. The trends these

companies follow or set are the same trends that will influence the rest of the

industry for years to come.

Although the idea of the global ad holding company is not new, it was in the 90's

that they flourished. The rise of global brands and multinational companies

encouraged the growth of the holding company-- a single company that could

service brands and companies globally. The holding company structure would

also hedge against the eventual ad downturn by diversifying services to include

public relations and other marketing services. These publicly traded companies

enjoyed sky-high valuations (and the ability to fund deals with their stock) and

hit the acquisition trail in the late 1990s, resulting in some spectacular deals.

WPP Group briefly became the world's largest advertising conglomerate after its

$4.7 billion acquisition of Young & Rubicam late in 2000. In 2001 Interpublic

acquired Chicago-based True North Communications for $2.1 billion, and in 2002

Paris-based Publicis Groupe's acquisition of Bcom3 set the merged company

squarely at the table with the big boys. Not to be left out, US conglomerate

Omnicom also completed a few hundred acquisitions during this period. Each

deal spurred on the next as the pool of potential strategic acquisitions became

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smaller. The rapid pace of acquisitions left little time for the holding companies

to integrate operations and evaluate the deals before an economic downturn

forced these issues to the forefront.

The ad downturn and subsequent recession revealed weaknesses in the holding

companies strategy. Although the diversified nature of the holding companies

did provide a small cushion as advertising outlays dropped, the companies

learned painfully that they were not recession proof and even though being a

public company had its benefits, once things went south shareholders were quick

to criticize. Few firms (large or small) have escaped the downturn without cost

cutting or restructuring, and the holding companies have had more than their

share of both. In addition to changes in management, Interpublic is selling NFO

World Group at a discount, and D'arcy Masius Benton Bowles has been put to

pasture by Publicis. The entire industry is hoping the Olympics and Presidential

election in 2004 will provide the boost needed to speed a recovery.

Despite the corporate strategy involved in surviving a downturn, ad firms still

continue to live or die by their creative work. Clients are demanding greater

returns for their ad dollars and have been more than willing to switch agencies

that don't measure up to expectations. The large conglomerates may use size to

their advantage but smaller independent agencies have little trouble competing

in the creative arena, with Wieden Kennedy adding "Just do it" to pop culture

vocabulary for Nike and W. B. Doner providing "Zoom Zoom" to Mazda. Small

and independent agencies may also benefit from fewer outside distractions to

focus on creating ads rather than following acquisitions, share prices, or creative

accounting.

The future of the ad industry is not in doubt -- things will get better but only

companies that have positioned themselves correctly will be able to capitalize on

the upswing. To do this, many firms are looking toward technology as the point

of departure for huge returns. The convergence of the Internet with television,

the growth of wireless communication, and the increasing use of digital video

recorders all offer new avenues and challenges for advertisers. Further

consolidation (at a slower pace) across national borders is also expected as ad

firms try to deliver global capabilities in an increasingly competitive market.

Page 5: Ogilvy Internship Report

COMPANY PROFILE

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, Nestlé,

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.

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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.

The big ideaL™

Many of the most powerful brands are built not just on ideas, but on ideaLs. The

addition of that one 'L' makes all the difference. An 'ideal' is a higher purpose

that rallies support for the brand from many quarters, both inside  and outside

the company, that provides a platform for all sorts of great ideas over time, and

that generates real  support and ultimately demand.

A big ideaL™ is not quite the same as a positioning. A brand's positioning could

be based on a purely functional  benefit; that it washes whiter or lasts longer. An

ideaL, however, contains an inherent point of view: it is  'a conception of

something in its perfection': a view of how things should be, of how life should

be, of how the  world should be. It's not purely functional. It's a belief system

which drives everything that a brand does and  helps it to attract widespread

support. It's something to be voted on by consumers and stakeholders who have 

a bigger vote than ever before.

1948, David Ogilvy founded the agency that would become Ogilvy & Mather. Starting with

no clients and a staff of two, he built his company 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 ethic translated 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 an under-capitalized

offshoot of an old British firm in the country that invented modern advertising (in the city

that was its epicenter), he would need to build a strong agency brand. The first two

fundamental components of that brand would be the 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."

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The third component was his belief in brands. "Every advertisement is part of the long-term

investment in the personality of the brand."

David worked relentlessly to instill the belief that our job is to make advertising that 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 some of 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.

Adroitly combining the pragmatic with the romantic, David Ogilvy's copywriting was at the

heart of many of advertising's most famous campaigns, including perhaps the best-known

headline ever written for an automobile ad: "At 60 miles an hour, the loudest noise in this

new Rolls-Royce comes from the electric clock." David firmly believed that the function of

advertising is to sell, and that successful advertising for any product is based on information

about its consumer. His copy was written to sell products, and it followed the basic rules of

advertising: research and position the product, develop a brand image, and have a big idea.

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Mission

“To be the most valued, by those who most value brands”.

Vision

O&M plans to increase its operations for the global clientele. The company plans

to establish two development centres, one in Bangalore focused on Database

Marketing and B2B Communications and The other to do the ‘creative’ for

international clients like Perfetti and Coke, concept development onwards. O&M

plans to increase the workforce engaged in database management and other

back-office.

BRANDS SERVICED BY

OGILVY

Adidas  (since 2007)

Lenovo  (since 2005)

Mattel  (since 1959)

MetLife  (since 2008)

Motorola  (since 2000)

Page 9: Ogilvy Internship Report

Nestle  (since 1956)

NexCen Brands  (since 2007)

SAP  (since 1999)

Siemens  (since 2008)

TABASCO  (since 2011)

Tobacco Institute  (ended 1998)

Unilever (Parent Company)  (since 1954)

Vodafone  (2009)

SC Johnson  (2011)

American Express  (since 1962)

Amway  (since 2009)

British Gas  (since 2008)

BP  (since 1999)

Citizens Financial Group  (since 2010)

Cisco  (since 2002)

Coca-Cola Company  (since 2001)

DHL  (since 2002)

DuPont  (since 2003)

Gap  (since 2011)

Gillette  (since 1962)

GlaxoSmithKline  (since 1983)

IBM  (since 1994)

COMPETITORS: Here is a quick sneak peek at the top ten advertising firms of India as of

today.

1. Ogilvy & Mather is an international advertising, public relations and

marketing agency established in 1948. This New-York based firm operates

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in 125 countries across the world, with its Indian operation centre—Ogilvy

Advertising—in Mumbai. Ogilvy & Mather is the creative team behind

India’s most successful and renowned brands such as Hutch (Vodafone),

Cadbury, Asian Paints and Fevicol. The O&M network offers services to

countless Fortune Global 500 companies across the world. Ogilvy

Advertising continues to remain India’s number one advertising agency.

2. Popularly known as JWT, J Walter Thompson is headquartered in New York

having offices in over 90 countries. It was set up in 1864 and even today,

continues to create, innovate and define the world of communication in

India. JWT has many feathers in its cap including Nestle, Cadbury, Bayer,

Ford, Nokia and Unilever. Among its several accolades, JWT was recently

proffered with the “Grand Prix” award at the 2008 Cannes Lions

International Advertising Festival for the “Lead India” campaign.

3. Mumbai-based Mudra Communication was set up in 1980 with the aim

of using the art of communication to express ideas that shape its brands.

The Mudra team focuses on its consumers and their needs and

experiences. Its four agency networks ensure a customized and

collaborative approach to create a brand experience for its clients. Mudra

Communication has promoted famous brands like Neutrogena, HBO,

Philips, Reliance NetConnect, Big Bazaar and Mary Kay in such a way that

it creates a lasting impression in the hearts of the its consumers.

4. FCB Ulka Advertising Ltd., since its inception in 1961, has continued to

be among the top 5 advertising agencies in India. This company’s aim has

always been to create advertising that is noticeable and that is most

relevant to the buyer, not the seller. Some of FCB Ulka’s successful ads

include Tata Indicom, Whirlpool, Zee Cinema, Santoor, Sunfeast and Amul,

among others. FCB Ulka is considered as a turnaround specialist that

indulges in more than just brand building.

5. Rediffusion DY & R is a Mumbai-based advertising agency that was set

up in 1973. It focuses primarily on integrated PR services and media

relations. This firm stands proud at number 5.

6. The tagline “Thanda Matlab Coca Cola” is the brainchild of one of India’s

leading advertising agencies—McCann Erickson India Ltd. McCann

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Erickson was born out of a successful and profitable merger in 1930, and

its offices in Australia, Southeast Asia, Latin America, Europe and India

speak volumes about its advertising success till date. One of the many

feathers in its cap is the famous brand line “For everything else, there’s

MasterCard.”

7. RK Swamy BBDO Advertising Ltd. is one of India’s leading integrated

communication services providers, which is committed to developing

marketing solutions for its clients. Its focus—to offer intelligent, cost -

effective and creative solutions—has led it to achieve a remarkable

double-digit growth in the past recession-hit period. R K Swamy BBDO is a

subsidiary of the R K Swamy Hansa Group, which boasts of over 1000

employees and operations across India and the USA.

8. Grey Worldwide (I) Pvt. Ltd. is a Mumbai-based advertising agency

specializing is providing effective advertising and marketing solutions.

With offices in Delhi, Kolkata, Bangalore and Ahmedabad, Grey Worldwide

India Pvt. Ltd. is part of the larger family called the Grey Global Group.

Following are some of the brands that feature on Grey India’s noteworthy

list of clients: Hero Honda, Maruti Suzuki, Nestle, Indian Oil, Ambuja

Cement, UTV, P&G and Godrej.

9. The creative team of Leo Burnett India Pvt. Ltd. has, over the years,

successfully offered consumers with powerful brand experiences using ads

like McDonald’s, Heinz, Complan, Bajaj and HDFC, to name a few. A

regular award winner at the Cannes festival, India’s Leo Burnett has been

proclaimed as one of the most creative agencies of the country.

10.Since its inception in 1986, Contract Advertising India Ltd. has

skillfully delivered successful results to its high-profile clientele including

Tata Indicom, Religare, Asian Paints, Domino’s Pizza, SpiceJet, Samonsite

and American Tourister. Contract Advertising India Ltd. is known for its

one-of-a-kind specialty divisions that provide complete advertising

solutions. These divisions include DesignSutra, iContract and Core

Consulting.

Page 12: Ogilvy Internship Report

TYPES OF JOB PROFILES IN AD

AGENCIES

Advertising Agencies generally prefer those individuals who have a creative

bend of mind, can think independently but work well in teams. If you are

interested in pursuing a career in advertising, you must be highly goal driven

and work well in time pressures. Since this industry is very competitive, you

must be willing to give your best at all times to make a successful career.

Let's take a look at some of the exciting & profitable career options within the

various departments of an Advertising Agency / Advertising Industry -  

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. 

Page 13: Ogilvy Internship Report

Business / Client Servicing / Account Services - Jobs with Ad Agencies - This

department plays a major role in generating business and handling various

accounts of Advertising Agencies.

Account Manager : The Client Servicing department forms the link

between the client and the advertising agency. The Account Manager is

the face of the ad agency and is responsible for clearing understanding

the clients' needs and expectations. Once this is done, it is the Account

Manager's job to communicate to his agency what the client needs from

the agency. This makes the job of the Account Manager very crucial. The

Account Manager must be a level headed person with strong

communication skills and a pleasant personality.

Research & Media Planning Department - Careers within an Advertising

Agency - This department is responsible for picking out the best combination of

media tools for broadcasting the advertisements.

Media Planner : selects an optimum mix of media vehicles that will

provide maximum visibility to the ads resulting in maximizing sales of the

client's products. The media planner must have a thorough understanding

of the client's products, target customers and their buying patterns along

with a knowledge of each media vehicle.

Researcher : The market research department / executives are given the

responsibility of researching and studying consumer buying patterns and

behavior. This individual must be able to analyze data and information resulting

from customer surveys and other analytical studies.

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Mckensy’s7s frame work with special

reference to organization under study

Mckensy’s7s frame work

Structure: The structure is more of a flat one, with 5 levels working

together as a co-ordinated decision maling unit.

Managing Director

Director

Creative Head

Art Director

Art executive

Copywriter

Junior Copywriter

Client Servicing Head

Account Head 1

AccountExecutive

AccountExecutive

Account Head 2

Account Executive

Account Executive

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SKILLS AND TRAITS

Skill:

Creative skills:

Creative Director (CD) is one who oversees the creative team to

help develop the agency's creative product for clients. This team

includes copywriters and designers. The CD also works with Account

Executives to make sure the client's needs are being met and the

creative goals are on track. CDs also develop every aspect of an ad

campaign based on the client's marketing plan, conceptualize those

ideas for clients, assign projects to staff and verify the client's

deadlines are being met.

The creative department

1) Art- The art department has the skills to transfer the idea

into a visual form and are specialised in choosing designs and

graphics and work with various software’s such as Corel

Draw, Adobe Illustrator,etc

2) Copy- They have the skills to conceive ideas for the ads and

write the headlines, subheads and the body copy. They are

also involved in deciding the basic theme of the advertising

campaign, and often they do prepare the rough layout of the

print ad or the commercial story board.

Account service department

The account service, or the account management

department, is the link between the ad agency and its

clients. Depending upon the size of the account and its

advertising budget one or two account executives serve as

liaison to the client. The account executive’s job requires

high degree of diplomacy and tact as misunderstanding may

lead to loss of an account.

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The account executive is mainly responsible to gain

knowledge about the client’s business, profit goals,

marketing problems and advertising objectives.

The account executive is responsible for getting approved

the media schedules, budgets and rough ads or story boards

from the client. The next task is to make sure that the

agency personnel produce the advertising to the client’s

satisfaction. The biggest role of the account executive is

keeping the agency ahead of the client through follow-up

and communications.

Planning department

The planning arm of an advertising company is geared with skills of

analyzing survey data, polls and other market research to gauge

the target market of clients. Planning professionals are often well

versed in mathematical modeling, project design and

communications methodology.

The training for all the above skills is given in the form of internship

or management trainee. The young passionate are hired and are

given practical exposure in their areas of interest.

Style:

The style of decision making is:

Top Down approach-The information flows from the top

management about new leads and client needs.

Participative- where review meetings are held on a daily basis

and new ideas are discussed. Even the media decisions are

taken in the same manner.

Strategy

The planning department starts their understanding of the

client with a market research. They understand the market

behaviour by observation, customer interviews and

secondary research on the internet, newspapers, magazines,

etc

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System:

Hiring procedure

The hiring system in an ad agency is unique. It normally starts

with hiring a passionate young graduate as an intern/ management

trainee who is given practical exposure in his/her area of interest.

The trainee is guided as he/she is working on projects of the ad

agency and is absorbed gradually once they prove their worth.

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SWOT Analysis of the

company

Opportunities

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 clients.

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.

Strength

Brand name of the organization

It has a pool of talented, creative human power

It has the advantage of providing the best solutions at lower prices to big

companies such as WIPRO and AMRL SEZ.

Weakness

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Like any other agency attrition is the visible weakness.

JOB PROFILE

My job profile in Ogilvy was to work in account management team. I

was assisting a account manager [Brand Manager].The team

consisted of 3 people handling 4 Brands namely bingo, Deepam

silks , address makers and quco.

I was mainly handling BINGO and DEEPAM SILKS. I worked for the

BINGO’S new flavour TEDHE MEDHE and TANGLES. I also worked for

DEEPAM SILK’S NEW CAMPAIGN for varamahalakshmi where new

photo shoots were co-ordinated by me.

In Ogilvy both account management and media planning is done by

account management team.

I was part of media planning program for bingo along with my

manager and clients for about 2 months.

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Learning experience

gained

The 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 client’s 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.

My project topic encouraged me to prepare a presentation and

present it to the client and was a great opportunity to participate in

my first ever client meet. I learnt how clients decide the ad agency

carefully and how the ad agency presents its previous work with

testimonials to rope in the potential client, with this process known

as “Pitching”.

All in all, the internship was an outstanding learning experience,

with great learning, practical exposure and an opportunity of self-

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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”.