Symbiosis Institute of Media and Communication, Pune

Module Name : Business Fundamentals-Prof. Chandan Chatterjee

Assignment Name : Company AnalysisSubmitted by:

Student Name : Ritu AgarwalRoll No: 71

Specialization & section : Advertising (Div:B)Batch: 2011-13

Industry Note: Advertising in India

The Indian advertising industry has grown by leaps and bounds in the recent years.It has come a long way from the simple radio messages to jazzy digital ads.The Indian Ad industry has carved a niche for itself on the global platform by coming up with some of the most brilliant ads in different categories.It is approximately worth at Rs.13,200 crores.The Ad scene in India has gone under a tremendous change in terms of departmentalization such as client servicing, media planning, media buying, creative conceptualization, etc.The consumer spending power at an all time high, the scope for advertising professionals is also growing substantially.Traditional story-telling & brand-experience are now being integrated with new-age media solutions.Now a single agency provides a host of services like content creation, media planning & buying, promotions, implementation, monitoring the effectiveness of the campaigns and everything else that is required to communicate an idea or service to the consumers.

Business Background - Leo Burnett

Leo Burnett India is a part of the Leo Burnett Worldwide family.On July 6th 1992, one of the leading ad agencies of the world, Leo Burnett acquired Walter Saldhana’s & Brendon Pereira's Chaitra Advertising Pvt. Ltd. which was re-christened to Leo Burnett India.The chairman & CEO of LB India is Arvind Sharma who has been the organization for approximately 20 years now.The organization boasts of a very impressive clientele like Coca-Cola, HDFC, Tide, Sony Television, McDonalds & many more.The organization has now transformed into what they call as The Humankind company.The Humankind philosophy is about creating ‘Acts’ & not ‘Ads.’The company aims at finding a brand’s human purpose & then communicating it in a non-intrusive manner.This philosophy stems from Leo Burnett’s original ideology of traditional middle class American values of strength, tradition & comfort & family.The core strength of LB campaigns has been creating a brand value in the minds of the consumers via straightforward honesty.

The Levers brands spend approximately Rs. 50-60 crores on advertising which is more than any other brand.

They have invested extensively in consumer research & brand planning. They have been constantly nominated at the prestigious Cannes for their

outstanding work in the field of advertising & were no.2 at Abbies 2010.

How an agency conceives an idea- David Armano

Basic Organizational structure of an Ad Agency

Art Director

Account Executives

Account Supervisor

Account Planner/Dire

ctor

Creative Director(Creative

Department)

Client Service Director( Accoun

t Services/Manag

ement)

Managing Director

Board of Directors

Secretarial/Legal

Finance/Accounts

Personnel

Copywriter

Top Management

Arvind Sharma – Chairman & CEONitish Sharma – Managing DirectorSuvadip Ghosh Mazumdar – Vice PresidentKV Sridhar – National Creative DirectorSambhit Mohanty – Creative DirectorSurya Narayan – Brand DirectorVikas Mehta - Brand Director

Key Clients of Leo Burnett India

Consumer

Government

Share-holders

Employees

Competitors

Suppliers

Financial Institutions

Legal/Court

General Public

What makes them different from other agencies

o Leo Burnett India is on the constant pursuit of ‘the next best way’ of getting things done.

o They focus on the humane perspective of brands which would provide people what they believe they need in life.

o They believe in sharing knowledge through advanced research methods & using it for the betterment of humankind.

o Various research about the common people were conducted like Changing India – Under 35’s in urban India Mobile Phone deprivation study Miss Understood: Advertising for women In-habitat: Women in local trainso These studies have helped the company get a better insight into the target

audience’s mind which in turn helped them provide better creative solutions.

Recent AccoladesCannes awards 2010 :

Silver – (Press) for TideSilver – (Radio craft) for BajajBronze – (Best use of magazine) for TideAdfest award in press, radio & TVC.NYF awards 2010 in guerilla, outdoor & best use of magazine. Media Spikes award 2010 in press, radio, outdoor & copywriting.

References

• Leoburnett.co.in• Exchange4media.com• Linkedin.com• Wikipedia• Afaqs.com