A LIVE PROJECT ON ONE ADVERTISING & COMMUNICATION SERVICES LTD.

Interaction with Mr Shital shukla Business Head One advertising &communicatio llimited

Submitted by: Chetan Panara Roll No:44 Gr no: M00086

Submitted to: Pro. Daisy Kurien

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About advertising agency

Vision: To provide total communication solutions to brand A Creative resource pool to clients and advertising to the consumer in a way never heard , read or seen before. Mission: To provide total Communication solutions for the brand at the Right Place, at the Right Time , at the Right Price

One Advertising and Communication Services Pvt. Ltd. Was founded in 3 May , 1995.It is sister company of Intas Pharmaceutical company.One started to work with outside client from 2001. Ms. Vibhuti Bhatt as CEO of the company.

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Advertising agency organisation structure

a g e n c y o rg a n iz a tio n c h a r
Board of Directors [Chairman/CEO ] President [CO O]

Other M arketing Communications Services [PR, etc.]

Strategy Review Board [Managment Committee]

Office Management [Personnel, Accounting, Legal, etc.]

Account Mgmt. Director

Creative Exec CD

Research Director

Media Dept. Director

Management Supervisor

Associate Creative Director

Project Managers

Associate Media Director

Account Executive

Creative Group:

Research Assistants

Media Supervisor

Asst. Account Executive

Copy Spvr. & Copywriters

Art Supervisor & Art Directors

Media Planner

Media Buyer

Bodat r ac s Pout n rdcio

Pin rt Pout n rdcio

Aa s nlyts

Taf r fic

Primary Service of the advertising agency

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Complete a marketing analysis Develop an advertising plan Prepare a creative strategy Create advertising executions Develop and implement a media plan Handle billing and payments Integrate other marketing communications

Functions of full-service agencies

Account management

o o

Liaison between agency and client Responsible for understanding...

The clients business The clients marketing needs Strategy development

Representing client point of view within the agency

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a c u tm n g m n co n a ae e t
A u t M t. cco n gm D irecto r

M a en an gem t. S p iso u erv r

A ut cco n S p iso u erv r

A ut cco n E ecu e x tiv

A A u sst. cco nt E e tiv x cu e

A ut cco n C o in r o rd ato

account management director management supervisor account supervisors account executives assistant account execs account coordinators traffic

Traffic

Creative department The creative department is responsible for creating and producing the print and broadcast advertising.

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creative department
S tr a te g y R ev iew B oard E x e c u tiv e C re a tiv e D ir e c t o r ( E C D )

C re a tiv e D ir e c t o r ( C D )

A sso c ia te C re a tiv e D ir e c t o r ( A C D )

C re a tiv e G roup :

C o p y S p v r . & A r t S u p e r v is o r C o p y w r iter s & A r t D ir e c to r s B r oad c ast P rod uc tion P rin t P rod uc tion

execu tiv e & grou p creativ e d irectors creative d irector asso ciate creative d irector co p yw riters art d irecto rs b road cast pro du cers p rin t prod uction m an agers traffic coordin ators

T ra ffic

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Media planning and placement

The media department has two main functions - planning and buying. The planning group handles more strategic marketing and media issues. The buying group handles media negotiations and implementation.

media department
M ed ia D irector

media director associate media directors media supervisors media planners media buyers media analysts

A s sociate M ed ia D irector

M ed ia S u pervisor

M ed ia Plan n er

M ed ia B u yer

Media Plan

Analysts

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 Research Department interpret market environment

o

Gather and analyze research data.

o primary and secondary techniques determine consumer needs/perceptions o understand problems

advise how ads can meet strategic goals o help find solutions

re s e a rc h d e p a rtm e n t
P r o je c t M a n a g e r s
R esearch A ss is t a n ts O utsid e R e sea r ch S up plie rs R esearch D ir e c to r

research director research project managers research assistants outside research specialists

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Client List of adverticing and communication ltd

Glenmark Pharmaceutical ltd. The Economic times Wyeth K.Girdharlal Sandhi cement Bollywood bites Dyota Numandis Shah patel & co. Neesa Leisure ltd. Vivante foods Flipcart.com Pulpy Orange Gruh Finance limited Kinley Reliance communication Galderma Lambda Fanta HDFC bank Cipla Pharma. Reliance fresh Astron research ltd. Accord Vasu healthcare ltd. Ambical Zydus Chamunda Department of Gujarat Coca-cola Diet coke Limca Thumps up Maaza Sprite

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 Job aspects for MBA

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. Creative Department Jobs within an Advertising Agency - The creative department is responsible for brainstorming, planning and combining ideas to create the actual advertisements. 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. 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
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of the client's products, target customers and their buying patterns along with 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 analyse data and information resulting from customer surveys and other analytical studies.

Agency Client Relationship : They permeate every aspect of our lives both personal and business. There are good ones and poor ones. Some we look forward to and others we tolerate.Client-agency relationships are one of the most complex in the business environment, requiring a substantial level of collaboration to be effective. If the trend continues, by 2010 clients will search for a new agency every 4 years. Clients continue to cite the same reasons for terminating their relationship with their agency. Most of the time, these issues might have been resolved if they were acknowledged and addressed earlier.

Turnover New marketing director Lack of interest/understanding of clients business Strategy and creative linkage unhinged Outgrown the agency Understaffing and inexperienced personnel Changes at the top Research scores consistently below norms Creative intransigence and arrogance Loose attention to budgets

They evaluate and improve client-agency relationships through:

Relationship Audits Counseling Contracts of Expectations Monitoring and Coaching

Steps taken for Agency Client Relationship:

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 Give the agency the opportunity to be totally absorbed in your product, people, and culture. Create an environment of experimentation and be prepared to pay for failure. Be wary of change for changes sake. Treat the agency people well. Keep approvals simple and disapprovals kind. Be honest. If you dont like something, say so. Be specific. Dont ask for a new execution simply because this one doesnt do it for me. Be kind. Think of the commentary as if you are evaluating the person. Make the agency responsible for the advertising and give them the authority it needs to do it. Make sure the agency makes a fair profit. Perform evaluations of each other at least annually, and even more often in the beginning of the relationship. Clients must promote open communication and seek feedback to ensure the relationship continues to meet the expectations of all involved and endures over the long-term.

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