ANALYSIS ON ADVERTISING AGENCY

M.SARIM ALI M.DANISH MAHMOOD MARYAM WAJAHAT SADAF ALAM

28/4/2010

Table of Contents
Topics .............................................................................................................................Page# ACKNOWLEDGEMENT ABOUT THE COMPANY Excellence Innovation Passion ORGANIZATION CHART leadership key people in media key people in creative STRATEGIES FUNCTIONS AND PROCESSES CREATIVE AREA Design studio Photo studio Concept/copy Strategy and planning MEDIA Insights Beyond media Industry recognition Media relation FINANCE Rich in transparency Clients ___________________________________________________ 11 Commitment Some clients of Adcom 11 _______________________ 9 7 5 ______________________________________________ 3 4

Our efforts on this report are solely dedicated to our loving and supportive parents and teachers(Special Thanks to sir Khawaja Tariq)

ABOUT THE COMPANY.

ADCOM (private) limited was established on 1965 by MR. S.M. AKHLAQ. 33 years later, it has evolved into one of the largest and fastest growing agencies of Pakistan. Today they operate with a team of highly creative, talented and dedicated people. Providing our clientele with innovative advertising solutions, account management, intricate strategies, and other specialized media services. In their journey they have also won many accolades and awards that reflect our collective creative intelligence and passion to maintain Adcoms legacy as a hardworking and perceptive agency, always ready to roll up its sleeves and look forward for the next big challenge.

Excellence:
They are a team of dedicated, target-driven, goal oriented and pro-active People. They are completely committed with their goal that is to deliver quality and professionalism in all aspects of the work.

Innovation.
They believe that change is the only constraint that evolves an organization, thats why they try to change with innovation by bringing fresh and different ideas. They dont wait for the idea to come to them, they get to them first.

Passion.
Their combined passion, conviction and belief in what they do who they work with how they work is what makes them different from others. They follow a simple phenomena or equation which is (Giving customers what they want versus giving them what they belief is right is their major strategy).

ORGANIZATION CHART.
Leadership
Imran syed (C.E.O) Graduated from Massachusetts institute of technology and minor at Harvard worked as a consultant for one year in U.S.A and joined at Adcom in 1997. Adnan syed (chief creative officer) Educated in turkey at Middle Eastern technical university. Worked at a leading architectural design firm for three years and joined Adcom in 1994. Waqar kidwai (head of finance) Graduated from Karachi University in 1974 and worked in prestige ad before Adcom in 1985.

Key people in media.

Zeeshan Ali (head of media) M.B.A from Lancaster University U.K and joined Adcom in 2005 Ateeq-ur-rehman (media manager) M.B.A from C.B.M and worked in mindshare from 2005 before joining Adcom in 2006 Inam Ur rehman (head of planning) Graduated from SZABIST and worked at mindshare before joining in 2006 Salman Wahid manager media research Graduated from K.U worked at ad-watch international before joining Adcom in 2006

Key people in creative.

Zehra zaidi (creative director Karachi) Worked at LOWE and ROUF IAL before joining Adcom in 2006 Zaheer uddin creative director Worked at synergy and id creations before joining in 2008 Sadia qutubuddin (head of ideas) Worked at JWT before joining Adcom 2010 Fasi zaka (head of ideas) Rhodes Scholar from oxford worked at university of Peshawar World Bank and U.S.A ID before joining Adcom in 2005 Yasir shafi (head of account management) Worked at red communication, Synergy and Manhattan Leo Burnett before joining Adcom in 2008 Atif nouman (head of account management) Worked at circuit and JWT before joining Adcom in 2005 Ayesha fariduddin (manager strategy) M.B.A from IBA and joined in 2006 Saqalain jafri (manager research) Graduated from Karachi University and worked at mindshare before joining Adcom in 2006.

STRATEGIES/FUNCTIONS and PROCESSES

CREATIVE AREA.
Design studio
Adcom design system is an independent comp aided design studio that offers Adcom clientele the cutting edge in digital design technology, along with current and reliable info and research backup state of the art multimedia products which includes, g4-g5 power Macintosh computers windows NT workstations wide screen monitors high resolution scanners large format color and b/w-laser printers 3-d animation, graphic design, web design and multi media software

Adcom is Complemented by a team of highly trained and experienced designer who are well versed in graphic communication skills and have expertise in state of the art multi media tools that are used for designing studio excels that can make possible the exact translation of concepts into visuals.

Some commitments from Adcom.

Adcom are one of the market leaders and competitors so they are very exact and committed with the commitment they make to their clients which are Full service advertising agency. Your one-stop-solution provider for communication. Communication Strategies. Corporate identity management and execution.

Photo studio.
Their photographic studio has elaborate facility for controlled lighting and proportions for fashion modeling, still life and live action photography on digital and medium formats as par relevant to the needs of the ad requirements.

Concept /copy.
The concept and copy people generate the big ideas. They specialize in preparing creative concepts and ad strategies for campaign based on competitive research and target market analysis. Adcom enjoys an unrivaled reputation in generating campaign with tremendous brand recognition and consumer awareness.

Strategy and planning.

Determine the whos and whys behind the watch and the hows Their strategic marketing department is responsible for strategic planning and brand management including media support, public relation, event management research and surveys e.t.c.

MEDIA.
Among the top media agencies in Pakistan.
Adcom is No 2 in media buying power, their annual billing is approximately 22million$consisting of 20 people across 2 operation units around the city

Insights.
They have outstanding planning, research capabilities and touch point comprehensive planning tool.

Beyond media.
PR services for editorial and advertising R.O.I alignments are allied with helium marketing for event management. Media Planning and Buying are in affiliation with Zenith Opti media and work for following categories (TV, Radio, Print, Outdoor, POS, Internet, Public relations, event management.)

Industry recognition.
Adcom Has pioneered many industries especially In light of the rapid growth in satellite channels over the last few years.

Media relations.
Adcom has great immense media contacts and long-term relations with many other advertising agencies they are in contact and linked with lots of different channels who play a vital role in Adcom promotional objectives. The reason for these good relations is Adcom sincerity with their allies and partners as well as their sponsors and some other facts like Reliable financial reputation since origin Honesty and loyalty (We invoice what we are charged)

Unmatched reputation in the industry Cash account for media On time payment because of their loyal clients Unmatched in the industry Getting some of the best rates in the market Cooperation for special requests such as spot placement and creative execution.

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FINANCE.
Rich in transparency
The accounts department has developed sound relationships both with debtors and creditors based in up to date reconciliation of accounts and enviable reputation as a prompt paymaster. The companys accounts have always been fully audited and are certified annually by a credited chartered accountant.

CLIENT AND THEIR SERVICES.

The yes men unafraid to say no! (C.E.O Imran syed) Experienced client service executives provide effective liaison between the client and agency and ensure timely and smooth completion of jobs. Adcom believes in developing long-term client relationships by achieving a high level of quality and reliability in its personalized client services.

Commitment.
They have been able to maintain their long-term relationships with their clients. They display financial integrity and complete transparency to the market and to the clients as they have nothing to hide. They always provide an invigorating work place with sterling traditions where their growth is mutual. They understand their clients, their products and services, the market the audience the culture and the nature of their country very well and implement their strategic planning brand positioning and communication strategies according to those analyses. They do researches, focus group and surveys to clarify and find the missing ingredient in their art recipe.

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Some clients of Adcom.

Telenor. Cadbury.

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Cambridge.

Cheery.

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Dawn

LU

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Habib.

Honda.

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Inbox.

M.C.B.

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Nando.

Pak fan.

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Tapal.

Engro foods.

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Mercedes.

Intel.

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VISION ADCOM IS NOT JUST AN AGENCY WHT WE REALY ARE IS AN ETHOS WHERE WE AL STRIVE .. NOT TO BE SIMPLY LARGE. NOT ONLY TO BE PROFITABLE BUT TO BE THE BEST IN CLAS AND WE ARE.

Strategy and planning.

Determine the whos and whys behind the watch and the hows Their strategic marketing department is responsible for strategic planning and brand management including media support, public relation, event management research and surveys e.t.c.

Mission Statement Partnership for success Adcom stands for innovative communication solutions tailored to your needs. For us, taking an order means taking responsibility too. Our clients expect, and receive, the highest standard of service and personal attention. The success we achieve by pulling together is a shared success. Adcom Group The history of the Adcom Group The Adcom Group is a holding company and controls nine subsidiaries. Over 250 employees work for Adcom. The Adcom success story, which is already more than fifteen years old, merits closer examination: 1993: Michael Fischer decides to set up on his own. Using the home laundry room as a base he

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begins selling data media, IT supplies and mouse pads. 1996: The name Adcom makes its first appearance as part of the new company name, Adcom Trade GmbH. That same year, Adcom moves into proper offices and recruits its first employees. Hiring Rover Schudel turns out to be a stroke of good fortune for the fledgling company, which swiftly develops and flourishes. Its first contacts with a CD production plant follow one year later, and soon Adcom is handling its first CD projects. These are such a success that, under Rover Schudel's management, Adcom soon conquers the Swiss market. The demand for CDs rises dramatically and Adcom's customers and clients encourage the management to broaden the range of services. December 1997 therefore sees the founding of Adcom Consulting AG. Originally focused on electronic multimedia communications, Adcom Consulting takes on more and more classical media projects too. This expansion of its service portfolio is reflected in the 2004 decision to rename the firm Adcom Communication AG. Today, with its 15 employees, Adcom Communication is a fully fledged advertising agency. Adcom anno '98 means CD productions, communication services, IT supplies and mouse pads. These remain a permanent fixture of the range and their huge success helps boost the demand for still more merchandising. Adcom Motion AG was founded in June 2000 with the aim of providing a more focused and professional approach to this business. Today Adcom Motion AG already has 20 employees. The next great leap forward follows in March 2003, when the Adcom Group takes over CDPress AG of Bergdietikon as its own production firm for CDs and music cassettes. Adcom Trade AG and CD-Press AG together result in Adcom Production AG, Switzerland's undisputed No. 1 in the CD production business. Not surprisingly, the Adcom workforce almost doubles overnight, and for clients this means that Adcom is now even more efficient and flexible than before! In 2005, Adcom ventures into the Far East, opening its own branch office in Shanghai. Adcom and its customers derive clear competitive advantages from the company's active presence in this booming metropolis, with the resultant opportunity to buy direct and influence producers. That same year, the Adcom Group acquires Keller Fahnen AG, a leading supplier of flags and related accessories. 400,000 customers, most of them private, buy from this company. On 1 July 2007, the Adcom Group takes over Hach Schweiz AG. This company is Switzerland's leading supplier of standardised promotional and gift items. The Hach catalogue with its broad range of promotional goods is very well known and firmly established in Switzerland. On 1 January 2008, HKK AG in Biberist, a company that for the past decade has been the No. 1 event support company in Switzerland, joins the Adcom Group together with its owner, Harri Kunz, one of the industrys most flamboyant personalities.

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In June 2008, the two subsidiaries Hach Schweiz AG and Keller Fahnen AG are merged in Biberist, creating a potent competency centre for the mail order business. Overall, this unit processes some 150,000 orders and shipments. In spring 2009, Adcom International AG is founded to organise the international activities. This is followed by the establishment of Adcom Deutschland GmbH in Hamburg and a number of cooperation agreements, which allows Adcom to develop its activities in Germany and other European countries, and to actively focus on carefully selected customers and markets. On 1 March 2009, the Adcom Group takes over the CD/DVD business of OMD International AG in Diessenhofen in the Swiss canton Thurgau, and continues the companys activities under the omd Disc Production AG label. The combined annual capacity of the two production facilities is 70 million data media, a significant boost to the national and international market position. This is what Adcom Group CEO Michael Fischer calls pulling together for success, which he defines as the positive approach we take to the challenges the market and our customers present us with, which in turn enables us to continue developing.

mision

Excellence:
They are a team of dedicated, target-driven, goal oriented and pro-active People. They are completely committed with their goal that is to deliver quality and professionalism in all aspects of the work.

Innovation.
They believe that change is the only constraint that evolves an organization, thats why they try to change with innovation by bringing fresh and different ideas. They dont wait for the idea to come to them, they get to them first.

Passion.
Their combined passion, conviction and belief in what they do who they work with how they work is what makes them different from others. They follow a simple phenomena or equation which is (Giving customers what they want versus giving them what they belief is right is their major strategy).

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Swot. Strengths Affordable then other competitors Have some of the biggest local and multi-national clients. Vast market potential. Good long term relations with clients. WEAKNESSES Lack of exposure OPPORTUNITIES International recognition Potential of attracting Multi-national clients in Pakistan. THREATS
LARGE NUMBERS OF COMPETITORS. HIGH rate of client awareness

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Less possibility of attracting audience

More struggle needed to gain new market share.

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