NEW DELHI INSTITUTE OF MANAGEMENT

ASSIGNMENT
ON
ADVERTISING AGENCIES
-A REPORT ON TOP 5 AGENCIES

FOR
INTEGRATED MARKETING
MANAGEMENT

SUBMITTED TO: SUBMITTED

BY:
Dr. Gajender Sharma Deepali Baranwal
Roll No: 12
Section: A

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 Survey conducted by The Economic Times(17, Dec, 2008, Brand
Equity)

TOP 24 ADVERTISING AGENCIES OF INDIA

The TOP 24 advertising agencies, according to the India’s largest selling and World’s second
largest selling Business Newspaper The Economic Times (17, Dec, 2008, Brand Equity), are:

1. Ogilvy

2. Jwt

3. Lowe Lintas

4. Mudra Group

5. Mccann Erickson

6. Rediffusion dyr

7. Leo burnett

8. Contract

9. RK Swamybbdo

10. Draftcbulka

11. Grey world wide

12. bates 141

13. Saatchid Saatchi

14. Percept/h

15. Ambience publicis

16. Euro rscg

17. m&c Saatchi

18. Everest

19. Law& Kenneth

20. Tbwa india

21. Interface

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 22. Publicis india

23. Orchard

24. Triton.

Extending its domination over the Indian advertising industry, premier ad agency O&M India
has once again emerged as India’s most admired Creative Agency as per the latest Brand Equity
Ad Agency Reckoner — the annual ranking of the nation’s most admired ad agencies, media
agencies, influential people and creative directors.

In addition, O&M has the privilege of having its chairman Piyush Pandey once again take
pole position in the Most Influential People and Hottest Creative Directors power lists.
Even as O&M continues to rule the charts, a new No 2 has emerged in the 2008 Reckoner.

JWT India, riding on the back of an impressive year of growth and creative success, has
returned to the second place — a position it held in 2003 and 2004, before ceding ground to
rivals in the past three years. In fact, there’s been a reshuffle in the No 3, No 4 and No 5
positions as well. Lowe, which was at No 5 last year, has risen to No 3. 

McCann Erickson, which occupied the third position last year, has dropped to No 5. And
last year’s No 2, Mudra Communications, has slipped two ranks to settle at No 4. The
ranking of media agencies, however, has seen some interesting movements. Living out the
continuing tug-of-war between Madison and Mindshare, the latter, which was placed second last
year, has usurped the No 1 position from the former this year. Starcom holds on to the third
rank, and ZenithOptimedia is at No 4. 

Allied Media debuts in ‘top 5 media agency’ list. There is a new name at No 5, though — Allied
Media, the 18-month-old media services outfit of the Percept Group, debuts in the Top 5.

Parameters of the survey done by The Economic Times:

Ogilvy and Mather (with a composite score of 7.47 out of a possible 10) is ranked the number
one advertising agency in India in the Brand Equity Ad Agency Reckoner 2006. The ranking is
based on a survey of 437 respondents who were asked to rate agencies at the overall level in the
first phase and on seven specified parameters in the second phase. The seven parameters were:

1. client servicing,
2. creative ability,
3. account planning ability,
4. partnering with the client,
5. investment in employees,
6. leadership and
7. business development

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Ogilvy and Mather India (O and M), with a score of 7.65 out of a possible 10, has topped the list
of agencies ranked by Business Development Ability in the Brand Equity Ad Agency Reckoner
2005.

Advertising Awards awarded by Effies 2009

The top advertising agencies in India according to the effies awards are:

1. Ogilvy India

2. JWT India

3. Lowe Lintas

4. Mudra Group
5. Rediffusion
6. Arc Worldwide/Leo Burnett
7. Bates 141
8. McCann Erickson India

Advertising Agency of the Year 2009

Effies 2009: Ogilvy India is the Agency of the Year; JWT follows

The agency garnered a total of 120 points and took home the Effie award for the Agency of the
Year at the Effies 2009. The positions were reversed as JWT India, with 50 points, came second
after winning the top spot at the Effies 2008. Ogilvy India was the No. 2 agency last year. Lowe
Lintas and the Mudra Group, with 45 and 35 points, respectively, were third and fourth this
year.

Ogilvy India:

The agency picked three gold, five silver and five bronze metals. The points system of the Effies
awards 15 points for each gold, 10 points for each silver and five points for each bronze metal.

Ogilvy India won one gold metal for the Sprite Seedhi Baat, No Bakwaas campaign, shortlisted
in the Consumer Products category, while the ever popular Vodafone Zoozoos fetched two more
gold Effies for the agency. The Zoozoo case study, Vodafone Zoozoos - The story of an iconic
campaign, won gold metals in the Services and Integrated Advertising Campaign categories.

The agency won the silver metals for Center Fresh (Keep the Mouth Locked), Limca (Fresh Ho
Jao), Bajaj Pulsar (Pulsar Mania), Vodafone (Happy to Help) and Vodafone (Vodafone Zoozoos
on your mobile). The five bronze Effies were for Pond’s (The Cinderella Effect: The Journey
from Mass to Class), Sakshi (Move to Tomorrow), Vodafone (Chhota Credit), Vodafone
(Happy to Help) and Tata Sky+ (Tata Sky+ Launch).

Vodafone Essar was adjudged the Effie Client of the Year.

JWT India:

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JWT India picked up one gold, two silver and one bronze metals. The agency also won the
Grand Effie for its Teach India campaign for The Times of India, which added 10 points to its
total tally.

The agency won its only gold for the Teach India campaign. It won two silver metals for its
TOI, Chennai (A Day in the life of Chennai) and Indian National Congress (Aam Aadmi Ke
Badte Kadam) campaigns. The solo bronze metal was for the Be Special campaign for
Kellogg’s Special K.

Lowe Lintas:

Lowe Lintas, placed at No. 3, won one gold metal and two metals each of silver and bronze.
Lowe won the gold for its Tata Tea Jaago Re! campaign. The two silvers were won for the Axe
(Call Me) and Idea Cellular (What an Idea!) campaigns, while the bronze Effies were for the
Havells (Shock Laga?) and Tata Tea (Jaago Re!) campaigns.

Mudra Group:

The Mudra Group won three silvers and one bronze this year. The silver Effies were for the
TVS Scooty (Women on Wheels), Union Bank of India (Your dreams are not yours alone) and
Shell Foundation (Khidki Amma - Gossips through the window) campaigns. The bronze was for
The Economic Times (Power of Ideas) campaign.

The other agencies that left their marks at the Effies this year were Rediffusion, which won four
bronze Effies; and Arc Worldwide/Leo Burnett, Bates 141 and McCann Erickson India, which
won a bronze metal each.

TOP 5 ADVERTISING AGENCIES- A DETAILED

EXPLANATION
1. Ogilvy & Mather Ltd
Capitalised billings: Rs 7425.78 million

Television billings: 1852.73 million

List of Major Clients:

 IDBI Mutual Fund (Mutual fund)

 SBI Mutual Fund(Mutual Fund)
 TTK Textiles (Tantex/Textile)
 J K Tyres(Tyres)
 Pantaloon Fashion India Ltd(Garments)
 Cadbury, Louis Philippe (corporate)
 UTI (MIP'97/Financial); TVS Suzuki (corporate)
 Tata Telservices (corporate)
 Tata Communications Ltd (corporate)
 Hindustan Lever Ltd (Brooke Bond, Lipton - tea and health)
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  Discovery Channel Inc (Discovery Channel - television channel)
 ITC Ltd (corporate)
 MIRC Electronics Ltd (Onida - television)
 The Chase Manhattan Bank (corporate)
 Birla 3M Ltd (Scotch Brite - cleaning aid)
 J M Morgan Stanley (J M Morgan Stanley - investment bank)
 Hero Honda Motors Ltd (bikes)
 United Television (television media)
 Castrol India Ltd (Castrol - lubricants)
 Hutchison Max Telecom Ltd (Max Touch - cellular operator)
 TELCO (Tata Safari, Sierra, Sumo - sports utility vehicle)

Strength of O & M Ltd.: The most local of the internationals, the most international of the
locals are words written to describe the identity of Ogilvy. Basically, what this means is that the
advertising agency follows the local market, understands the customer's needs and then
networks worldwide with MNC and other relevant clients. In all its years of business, Ogilvy
has struggled to build brands and has proved its ability to build brands. The agency does its best
to enhance the customer-brand relation. For this, it undergoes the process of scrutiny of the tools
and techniques which work well to build a long and lasting association with a brand.

2. J Walter Thompson India

List of Major Clients:

 Bayer
 Bloomberg
 Cadbury
 Diageo
 De Beers
 Ford
 HSBC
 Johnson & Johnson
 Kellogg’s
 Kimberly-Clark
 Kraft
 Microsoft
 Nestle
 Nokia
 Rolex
 Royal Caribbean
 Shell
 Tim Hortons
 Royal Dutch Shell
 Unilever
 U.S. Marine Corps
 Vodafone

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Strength of JWT India: The advertising agency has a special portfolio which includes
creativity, innovation, clients, case studies, awards, well-thought out leadership and talent.
Clients perceive the agency as a resource of ideas which tell the brand’s story to the customer,
dealing with market research. In this process, the agency includes innovative ideas.

3. Lowe Lintas India

List of Major Clients:

 Hindustan Unilever - Surf Excel, Wheel, Fair & Lovely, Pureit, Axe, Lifebuoy,
CloseUp, Pepsodent, Vim, Clear, Hamam, Breeze, Sure, Cif and Kwality Walls
 Idea
 Tata Tea
 Croma
 ICICI Prudential
 Maruti Suzuki
 Bajaj Auto
 Titan Industries - Tanishq, Fastrack
 Axis Bank
 Nestle
 Dabur
 MRF
 Britannia Industries
 Hindustan Times
 ET Now
 BBC World News
 Havells
 Berger Paints
 Bharat Petroleum
 Camlin
 The Hindu
 Godrej
 Saint-Gobain
 Tilda
 UTI Mutual Fund
 Future Group
 Ginger Hotels

Recent Notable Campaigns

 Tata Tea - Jaago Re

 Idea - What an Idea!
 Bajaj Auto - Hamaara Bajaj
 Surf Excel - Daag Achhe Hain
 ICICI Prudential - Jeetey Raho
 Lifebuoy - Koi Darr Nahin

Strength of Lowe Lintas: Lowe Lintas India is known as the communications group that has
turned many small brands into market leaders. Our strength lies in our ability to develop what
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we call the high-value idea – an idea that transforms a marketing proposition into an enduring
brand asset. The high-value idea evolves from our unique ‘problem-biased thinking’ approach.
Here, we burrow deep into the client’s marketing challenge, immerse ourselves in it, understand
it inside-out…and then develop communication solutions for it.

4. Mudra Communications
Capitalised billings: Rs 5232.54 million

List of Major Clients:

 Mahanagar Telephone Nigam Ltd (Corporate)

 Indian Express (News paper)
 Mid-Day (website)
 Global Trust bank (Banking)
 Indian Tourism Development Corporation (Hotels)
 Business Standard (Publications)
 Henkel Spic India (Detergents)
 Godrej Foods
 Ahmedabad Electricity Co Ltd (corporate)
 LIC of India (Insurance - services)
 Honda Siel Power Products (gensets)
 Satyam Computer Services Ltd (Satyam - computer software)
 Satyam Infoway Ltd (Satyam - internet services)
 Compaq (Compaq - computers)
 Cadila Healthcare Ltd (EverYuth - healthcare)
 Blow Plast Ltd (VIP Skybags - luggage carrier)
 Dabur Ayurvedic Specialities Ltd (Nature Cure - Ayurvedic products)
 Henkel Spic India Ltd (Fa - soap)
 Hindustan Motors Ltd (Mitsubishi Lancer - automobile)

Strength of Mudra Communications: The agency practises the art of communication in order
to express ideas that can shape the brands. As the name suggests, the agency is influenced by the
artistic traditions of Indian dance, drama and painting. These, in turn, inculcate feelings, ideas,
thoughts and emotions for the success of a brand. Mudra peeps into the local consumer markets,
channels and media, and has its own identity in communication of brands. It looks for the
entrepreneurial zeal which causes continuous and speedy growth for each brand. The advertising
agency always believed in doing interesting work that pleases its clients.

5. McCann-Ericsson India Ltd

Capitalised billings: Rs 3479.53 million

List of Major Clients:

 Reckitt& Colman(Cherry Blossom/shoe polish)

 Usha Martin Telecom(telecom)
 Coca-Cola (Kinley soda water, Diet coke, beverages, Sprite - Soft drink)
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  Nestle(sunrise/coffee)
 BPL (Gas tables)
 Motorola (Cellphones & Pagers)
 Khaitan (Fans)
 Nestle (Media buying)
 Stracon (Corporate)
 Goodyear India (Goodyear - tyre)
 Travel Corporation of India (tourism)
 Hong Kong & Shanghai Banking Corporation Ltd (HSBC - credit card, personal banking &
corporate)
 MasterCard (credit cards)

Strength of McCann-Ericsson India Ltd: This advertising agency is a leading global agency
and has the power and passion to achieve its mission .McCann-Ericsson is known as a world
class advertising agency and has found outstanding talent in its employees.

REFERENCES
1. http://www.accessmylibrary.com/article-1G1-136819183/brand-equity-ad-agency.html

2. http://economictimes.indiatimes.com/articleshow/3849064.cms

3. http://economictimes.indiatimes.com/News/articlelist/1715249553.cms

4. http://blog.crjayaprakash.com/?p=479

5. http://en.wikipedia.org/wiki/Lowe_Lintas

6. http://en.wikipedia.org/wiki/JWT

7. http://en.wikipedia.org/wiki/Ogilvy_&_Mather

8. http://en.wikipedia.org/wiki/McCann_Erickson

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