Industry Overview

• The Indian Ad market worth 2000 crores

• Established players like O&M, JWT, Mudra, Leo

Burnett, Rediffusion, Mccann Ericsonn etc.

• Functions include: client servicing, media

planning, media buying, creative

conceptualisation, market research, branding,

public relation services

Lowe Lintas

• Founded in 1939 as a part of Hindustan Unilever

• Operates in 81 countries, has 160 offices

• Chairman and Chief Creative Officer – R. Balki

• CEO – Joseph George

• Today wholly owned subsidiary of Interpublic

group , one of the star offices in the Lowe

worldwide network

Competition

Segmentation

Segmentation

Sector

Automobile

Education

Electronic

Jewellery

Garment

Telecom

Real estate

Banking

Insurance

FMCG

Size

Revenue No. of Brands

Client List

Critical Success Factors

• Tata Tea - Jaago Re

• Idea – What an Idea Sirjee!!

• Baja Auto – Hamara Bajaj

• Surf Excel – Daag Achhe Hain

• ICICI prudential – Jeetey Raho

• Lifebuoy - Koi Darr Nahi

Organization Structure

Ad Process

Stages in Client-Agency Relationship

• Pre-Relationship

• Development

• Maintenance

• Termination

Systems

• Annual Scope-of-Work

• Advertising Work Order

• Print Production Specifications Sheet

• Production Estimate

• Talent (Model) Approval

• Production Schedule

• Production Status Report

• CTOC Submission Sheet

Status Report

Pitch Flow• Phase 1: Identify agency candidates/select criteria

• Phase 2: Strategic assessment of the client

Strategic branding process

• Phase 3: Presentation to company panel

Short listing

• Phase 4: Creative presentations

Review

• Phase 5: Quantitative review by panel

Awarding of business