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ASSIGNMENT

on
Advertising Agency of Bangladesh

Submitted to : Submitted by :
Shantanu Das
BBA, 29th Batch (MKT)
ID: 200712883
Abdullah M. Taher
AUB, Dhanmondi Campus
Faculty, School of Business
Dhaka, Bangladesh.
Course: Business Policy & Strategic Management [BBA-4146]
Sk. Saiful Islam
AUB, Dhanmondi Campus
BBA, 29th Batch (MKT)
Dhaka, Bangladesh.
ID: 200710522
AUB, Dhanmondi Campus
Dhaka, Bangladesh.

Date of Submission: 12-August-2010.


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UNITREND LIMITED
AFFILIATED WITH McCANN-ERICKSON WORLDGROUP
      

House # 49, Road # 27,


Block # K, Banani Model Town
Dhaka-1213, BANGLADESH.

Telephone: +88 02 989 6660


Fax: +88 02 989 6619
Mobile: +88 01711 816638
E-mail: info@unitrendbd.com

www.unitrendbd.com

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Table of contents:

Serial Topic Page No.


I Cover Page....................................................................................... ……..........01
II Topic of the ASSIGNMENT.............................................................. ..................03
III Table of contents.............................................................................. ..................04
01 Foreword........................................................................................... ..................05
02 Introduction....................................................................................... ..................07
03 Vision, Mission ................................................................................. ..................07
04 Philosophy……………………………................................................. ……………07
05 History……………………………………………………………………. 08
06 Management..................................................................................... ……………09
6.1 CEO........................................................................................... ……………09
6.2 MD............................................................................................. ……………09
6.3 Strategic Planning...................................................................... ……………09
07 Services............................................................................................ ……………10
7.1 DTP............................................................................................ ……………10
7.2 Media......................................................................................... ……………10
7.3 Unisocial.................................................................................... ……………10
7.4 Creative and Copywriting........................................................... ……………10
08 Clients…………………………………………..................................... ……………11
09 Awards.............................................................................................. ……………12
10 Sister Concern………………………………………………............... ……………13
10.1 Momentum………………………………………………………… ……………13
10.2 Digital Canvas…………………………………………………….. ……………13
11 BPO.................................................................................................. ……………14
12 Retail Knowledge under the Spot Light............................................ ……………16

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Foreword
An advertising agency or ad agency is a service business dedicated to creating,
planning and handling advertising for its clients. An ad agency is independent from
the client and provides an outside point of view to the effort of selling the client's
products or services. An agency can also handle overall marketing and branding
strategies and sales promotions for its clients.

Volney B. Palmer opened the first American advertising agency, in Philadelphia in


1850. This agency placed ads produced by its clients in various newspapers.

Stringfe This 1860s advertisement by photographers John Stringfellow is an example


of an early advertisement with distinct fonts. In 1856 Mathew Brady created the first
modern advertisement when he placed an ad in the New York Herald paper offering
to produce photographs, ambrotypes and daguerreotypes. His ads were the first
whose typeface and fonts were distinct from the text of the publication and from that
of other advertisements. At that time all newspaper ads were set in agate and only
agate. His use of larger distinctive fonts caused a sensation. Later that same year
Robert Bonner ran the first full-page ad in a newspaper.

In 1864, William James Carlton began selling advertising space in religious


magazines. James Walter Thompson joined this firm in 1868. Thompson rapidly
became their best salesman, purchasing the company in 1877 and renaming it the
James Walter Thompson Company, which today is the oldest American advertising
agency. Realizing that he could sell more space if the company provided the service
of developing content for advertisers, Thompson hired writers and artists to form the
first known Creative Department in an advertising agency. He is credited as the
"father of modern magazine advertising" in the US.

Ad agencies come in all sizes and include everything from one or two-person shops
(which rely mostly on freelance talent to perform most functions), small to medium
sized agencies, large independents, and multi-national, multi-agency conglomerates
such as Omnicom Group, WPP Group, Publics, Interpublic Group of Companies and
Havas.

Most full-Service agencies work on a combination of fee-based and commission


based compensation. The fee is paid by the entity for which the marketing is being
done. The commission is a payment from the media to the agency and is usually
equal to 15% of the cost of the advertisement. The broadcast media, radio and
television traditionally pay a commission.

Full-service, or media-neutral advertising agencies produce work for many types of


media, creating integrated marketing communications, or through-the-line (TTL)
advertising. The "line", in this case, is the traditional marker between the media that
pay a commission to the agency and the media that do not.

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Interactive Agencies may differentiate themselves by offering a mix of Web
Design/Development, Search Engine Marketing, Internet Advertising/Marketing, or
E-Business/E-Commerce consulting. Interactive agencies rose to prominence before
the traditional advertising agencies fully embraced the Internet. Offering a wide
range of services, some of the interactive agencies grew very rapidly, although some
have downsized just as rapidly due to changing market conditions. Today, the most
successful interactive agencies are defined as companies that provide specialized
advertising and marketing services for the digital space. The digital space is defined
as any multi-media enabled electronic channel that an advertiser's message can be
seen or heard from. The 'digital space' translates to the Internet, Kiosks, CD-ROMs,
DVDs, and Lifestyle Devices (iPod, PSP, and Mobile). Interactive Agencies function
similarly to advertising agencies, although they focus solely on interactive
advertising services. They deliver services such as strategy, creative, design, video,
development, programming (Flash and otherwise), deployment, management, and
fulfillment reporting. Often, Interactive Agencies provide: Digital Lead Generation,
Digital Brand Development, Interactive Marketing and Communications Strategy,
Rich Media Campaigns, Interactive Video brand experiences, Web 2.0 website design
and development, e-Learning Tools, email marketing, SEO/SEM services, PPC
Campaign Management, Content Management Services, web application
development, and overall Data Mining & ROI Assessment.

Lately, Search Engine Marketing (SEM) and Search Engine Optimization (SEO) firms
have been classified by some as 'agencies' because they create media and
implement media purchases of text based (or image based, in some instances of
search marketing) ads. This relatively young industry has been slow to adopt the
term 'agency', however with the creation of ads (either text or image) and media
purchases; they do technically qualify as 'advertising agencies'. Recent studies
suggest that both SEO and SEM are set to outpace more traditional channels of
media spending over the next 3-5 years.

The recent boost in Interactive Agencies can also be attributed to the rising
popularity of web-based social networking and community sites. The creation of sites
such as MySpace, Facebook and YouTube have sparked market interest, as some
Interactive Agencies have started offering personal and corporate community site
development as one of their service offerings. It still may be too early to tell how
agencies will use this type of marketing to monetize client ROI, but all signs point to
online networking as the future of brand marketing.

Not all advertising is created by agencies; companies that create and plan their own
advertising are said to do their work in-house.

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Introduction
Consumers and brands: any place between these two is Unitrend’s forte. Unitrend
seeks to bridge consumers and needs, Indifference and loyalty, Expectations and
surprises.

To make this connection possible, a brand must come out of the realm of awareness
to the arena of experience. Consumers must not only experience the physical
product, but also embrace to the idea that lies at the heart of the brand.

And therefore, Unitrend, in line with the McCann philosophy, has always focused not
on selling brands, but rather on creating demand for them. Because creating demand
makes selling superfluous.

Vision
To become the leading demand-creator for brands in Bangladesh.

Mission
To develop and implement demand-creation ideas for brands and clients by mining
brand, category, consumer and market insights.

Philosophy
Truth Well Told

Truths are our guiding light.


Telling them well is our strength.

At Unitrend, we are on a quest for truth. We seek to understand and learn. We seek
Superior Knowledge - the truths about our clients’ products & needs, the consumer
and the marketplace. We seek strategic Insights - the truth which will translate into
a well-defined, consumer orientated communications strategy. We seek Inspired
Execution - the truth in a breakthrough manner (well told) that is persuasive and
memorable.

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History
1985
Muneer Ahmed Khan, Zulfiqar Ahmed and Partners sets up a four-man communication
agency. They are committed to following modern, advertising methods and trends.
This marks the entry of professional marketers to the Bangladeshi advertising scene.

1985
Landmark advertising campaign for Philips Bulb declares ‘Maacher Raja Ilish Ar Battir
Raja Phillips’ [Hilsa the king of fish and Phillips the king of lights]. Following launch,
national sales jumped by 60 percent. This marks the beginning of demand creation by
Unitrend.

1995
Unitrend formally became affiliated with McCann-Erickson Worldgroup. Portfolio
alignment welcomes brands like Coca-Cola, Reckitt & Coleman into the house. It also
brings in a paradigm shift in terms of organizational culture, consumer understanding,
strategic thinking, creative executions and brand management.

1997
McCann Erickson Worldgroup is formed to meet the changing needs of marketers. This
includes the Weber Group, Torre Lazur Healthcare, Momentum and MRM Partners.

2000
Unitrend receives the Highest Recognition Award in the McCann System

2001
The trailblazing ‘Simple Math’ campaign is developed and launched for Eastern Bank
Limited. The campaign is based on the simple insight that consumers are afraid of
formal transactions at banks.

2003
McCann Worldgroup creates the McCann Demand Chain TM – a revolutionary model
for linking the elements of demand creation. Unitrend wins 3 “Srijon Samman” awards
in Kolkata, India.

2004
Unitrend launches its specialist social and development communication wing, Unisocial.
Clients include UNICEF, FHI, World Bank, SMC and the Bangladesh chapter of John
Hopkins University Center for Communication Programs.

2005
Zulfiqar Ahmed succeeds Muneer Ahmed Khan as CEO and Managing Director, while
the latter assumes the position of Chairman and Creative Chief.

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Management
Mr. Muneer Ahmed Khan, CEO
Founding CEO and the current Chairman and Creative Chief of Unitrend, Muneer
Ahmed Khan is the one-man force behind Unitrend’s success in brand
communications. He has built from scratch, brands like Phillips and Femicon in
Bangladesh. Mr. Khan continues to drive, Unitrend’s quest for creative excellence.

Mr. Zulfiqar Ahmed, MD


Mr. Zulfiqar, the erstwhile COO, became the CEO and Managing Director of Unitrend
Ltd. in 2006 and since then, has led from the front a regime of change and
restructuring all over the organization. Stressing on the principles of passion for
quality and dedication for brands – he has been pivotal in developing a new breed of
young, energetic advertising professionals.

Unitrend renamed Unitrend McCann. Organization’s values formally launched and


portfolios, streamlined.

Strategic Planning
At heart of Unitrend’s unique capacity to deliver ‘effective’ communications – is a
strong, capable strategic planning wing. In simple words, strategic-planning, in the
context of advertising, is the process of prioritizing consumer insights and utilizing
them to generate brand-ideas for long-term sustainability. It is from here that a
brand will be given a firm, evidence-based direction for unique, effective and
differentiating positioning. The planning wing is a vital lifeline between consumer
insights and great creatives that contribute towards breaking clutter, creating
association and gradually building powerful brands. Planning functions include
development of a brand’s proposition, positioning, brand-strategy, marketing-
strategy and tactical marketing solutions planning. In one word, strategic planning is
where the blueprint is developed for building and nurturing a brand from the word
‘Go’.

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Services
DTP
Unitrend has one of the most organized set-ups / infrastructure for Graphic designing
and Desktop Publishing (DTP) in Bangladesh. Specific services include visualization,
art direction and graphic design. In addition to computer-based designing, Unitrend
also has a superb team of artistes, illustrators, cartoonists, photographers and
calligraphers.

Media
Unitrend’s media company is an independent entity with its own offices, set-up and
employees. Using McCann’s world-standard media-planning software and buying
mechanisms, the media unit ensures the best cost-versus-benefit (CPRP) for clients.
But prime focus is always on achieving highest exposure with segments targeted for
specific brands. The Media department thrives with a diverse combination of people,
skills and capabilities. It embodies expert knowledge about regional and local media
and is often hailed as the best option for consumer-focused media campaigns in
Bangladesh.

Unisocial
Unisocial is Unitrend’s specialized wing for social and development communications.
Operating parallel with Unitrend, Unisocial offers complete marketing
communications and activation services. In short, all of Unitrend’s services
(consumer/marketing research, strategic planning, creative-copywriting, media and
outdoor advertising) in the field of social and development communications – are
delivered through Unisocial.

Creative and Copywriting


Taking cue from Strategic Planning department’s recommendations, the creative
department is responsible for developing communication concepts, brand-grids, visual
representations, copywriting and overall creative executions. It is what eventually reaches
the consumers through different media. Functioning under the Creative Director, the
department essentially supervises the development of final creatives for brands. In short,
the creative & copywriting department executes the strategic vision of a brand.

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Clients
Present Client

Previous Client

Social Client

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Awards
Sangbad Protidin Award

Coke gold-Award Coke Bronze-Award Berger-Silver-Award

Philips Award

McCann Award

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Sister Concern
Momentum
Event Management

Momentum, a high quality, value leader in the event management services industry,
is the Event Management Wing of Unitrend. It is founded on critical, contemporary
measures of performance, cost, quality, service and systems.

Momentum strives for exceptional event management service that ensures effective
communication between our clients and their key audiences. Tailoring the events
according to the needs of our clients is one of our specialties.

Momentum is engaged in the management of Incentive and Motivational Programs,


User and Developer Conferences, Sales Meetings, Product Launches, Road Shows,
and much more.

Digital Canvas
Outdoor & Transit Advertising

Outdoor and transit advertising is carried out by Unitrend’s outdoor unit ‘Digital
Canvass’. Digital Canvass has its own prefabricated factory, machinery, printing
equipment, fabrication unit, studio and a dedicated sales team – all of which are
enabling the company to extend its services-package to newer clients everyday.

In addition to these services, Digital Canvass is also a firm believer of regular


monitoring and maintenance of physical structures and installations.

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BPO
The term BPO stands for Business Process Outsourcing i.e. the commercial
acceptance of specific, packets of tasks from another business entity. In today’s
world offshore production facilities and transatlantic IT hubs, Outsourcing has
naturally mirrored the phenomenal growth of the Outsourcing industry and presently
continues to be major focus for many large corporations and even economies.
Unitrend began its Insourcing services in the past decade, initially offering its
services to locally-based businesses and corporations. With capabilities increasing
due to productivity-enhancements and business-process restructuring, Unitrend is
now completely capable of meeting requirements of offshore clients.

Why chose Unitrend?


Unitrend is one the biggest, integrated houses of communication in Bangladesh.
Unitrend provides high-quality, time-bound, cost-effective Graphic Design, Desk Top
Publishing, Pre-Press and TV Ad Production services.
What specific services does Unitrend provide?

• Logo Development
• Graphics Design
• Desktop Publishing [DTP]
• Pre-Press
• Final Output Delivery [in any format]
• Print Production & Delivery (Export to any country). Presently we are
printing and exporting to Dubai, UAE.

What can be produced with these services?


Virtually anything from a simple flyer to a complex newsletter! A non-exhaustive list
of materials may include:

• Designs of Journals, Magazines and Newspapers


• Design of Product Catalogs
• Print Production and Shipping of Product Catalogs
• Design of Technical Manuals or Data Sheets
• Print Production and Shipping of Technical Manuals or Data Sheets
• Design or Pre-press of Brochures, Leaflets and Newsletters
• Print Production and Shipping of Brochures, Leaflets and Newsletters
• Picture Manipulations
• Eye-catching Ad Design for Newspapers & Magazines.

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Why Unitrend Does Things Better
• Software and hardware compatibility
• High End Apple Macintosh Computer for Graphics
• Software we use for Graphic Designs
• Adobe Suite
• Photoshop
• Illustrator
• InDesign
• QuarkXpress
• Microsoft Office
• Input flexibility - Via high-speed broadband Internet, on CD-ROM or DVD-
ROM.
• Scanning, Clipart and Fonts - The large clip-art library is enhanced by our
ability to create original artwork, scan original photographs and include
material captured from digital camera.
• Output versatility - High-quality Laser Print, CD-DVD, Digital Storage
Device, PDF.

New Outsourcing Project New Outsourcing Project:


We are capable to develop the new outsourcing project regarding our field in a joint
venture if foreign investors are interested. We can build a setup, infrastructure, and
recruit and train the people within a very sort time.

We have plenty of experience to generate the new prospect in the field of our
expertise. We have also extensive ability to handle and optimize the local human
resource and to capitalize the opportunity to develop the business unit for a long-
term basis.

For more information on Outsourcing Services:


Mr. Zeaul Ahsan Shamim
Outsourcing Business Development Director
Mobile- 880 2 01711 541 464,
Tel: 880 2 989 6660
E-mail: shamim_za@unitrendbd.com
Fax: 880 2 98 96619
Postal Address: House-49, Road-27, Block-K, Banani Model Town,
Dhaka-1213, Bangladesh.

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Retail Knowledge under the Spotlight
The joint effort of Unitrend Ltd. and Shopworks

Unitrend Limited has often arranged seminars with foreign firms and consultants in
Bangladesh to reap the newfound insights and knowledge for the benefit of the
people concerned in order to be more productive and self reliant.

Recently, courtesy of a joint venture between Unitrend and Shopworks, a seminar


titled “Recipe for Success in Retail” was held at the Spectra Convention Center on
28th of March, 2010. It was conducted by Sanjeev Mehta, MD and CEO of
Shopworks, India, focusing on the success story of various retailers in their
respective vocations.

The event was attended by the top-level management teams of various banks,
telecom companies and other renowned retailers. It was followed by a question-
answer round with Sanjeev Mehta, Zulfiqar Ahmed and Munir Ahmed Khan through
which, the totality of the retail business was fine tuned by their expert opinions on
the subject.

Shopworks is a major international retail consultancy firm offering a range of


research-based solutions tailored to meet individual business requirements. Their
worldwide experiences enable them to understand both the general retail principles
which are common to most markets, as well as the specific requirements of local
individual markets. Affiliation with Unitrend Limited has broadened their scope of
impact in this country.

Unitrend Limited, being one of the leading ad agencies in the country, will be
representing Shopworks in Bangladesh, which will have long term implication for
both the parties involved. Unitrend and Shopworks are going hand in hand to build a
long lasting relationship that will offer a competitive edge in the market for both of
them. After all, the quest to becoming the best starts with something small.

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 The End 

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