NEW DELHI INSTITUTE OF MANAGEMENT ASSIGNMENT ON

ADVERTISING AGENCIES -A REPORT ON TOP 5 AGENCIES
FOR INTEGRATED MARKETING MANAGEMENT

SUBMITTED TO: BY: Dr. Gajender Sharma

SUBMITTED Deepali Baranwal Roll No: 12 Section: A

1|Page

Publicis india 23. Ambience publicis 16. McCann Erickson. Leo burnett 8. Mccann Erickson 6. Interface 22. Saatchid Saatchi 14.Survey conducted by The Economic Times(17. 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 ² the annual ranking of the nation¶s most admired ad agencies. In addition. Tbwa india 21. Euro rscg 17. Contract 9. has slipped two ranks to settle at No 4. Everest 19. Rediffusion dyr 7. 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 . Lowe Lintas 4. which was at No 5 last year. Ogilvy 2. m&c Saatchi 18. according to the India¶s largest selling and World¶s second largest selling Business Newspaper The Economic Times (17. Triton. has dropped to No 5 . Extending its domination over the Indian advertising industry. before ceding ground to rivals in the past three years. Lowe. influential people and creative directors. Even as O&M continues to rule the charts. are: 1. media agencies. Mudra Group 5. which occupied the third position last year. Mudra Communications. 2008. has returned to the second place ² a position it held in 2003 and 2004. a new No 2 has emerged in the 2008 Reckoner. Orchard 24. JWT India. Jwt 3. Draftcbulka 11. Dec. In fact. 2008. The 2|Page . No 4 and No 5 positions as well. Law& Kenneth 20. Brand Equity). Percept/h 15. riding on the back of an impressive year of growth and creative success. Brand Equity) TOP 24 ADVERTISING AGENCIES OF INDIA The TOP 24 advertising agencies. RK Swamybbdo 10. And last year¶s No 2. Grey world wide 12. has risen to No 3. there¶s been a reshuffle in the No 3. Dec. bates 141 13.

8.47 out of a possible 10) is ranked the number one advertising agency in India in the Brand Equity Ad Agency Reckoner 2006. 3. The seven parameters were: 1. Living out the continuing tug-of-war between Madison and Mindshare. Lowe 3|Page . though ² Allied Media. 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. 7. 5. has topped the list of agencies ranked by Business Development Ability in the Brand Equity Ad Agency Reckoner 2005. 6. however. Parameters of the survey done by The Economic Times: Ogilvy and Mather (with a composite score of 7. creative ability. with 50 points. partnering with the client. 5.ranking of media agencies. has usurped the No 1 position from the former this year. 7. Starcom holds on to the third rank. Ogilvy India JWT India Lowe Lintas Mudra Group Rediffusion Arc Worldwide/Leo Burnett Bates 141 McCann Erickson India Advertising Agency of the Year 2009 Effies 2009: Ogilvy India is the Agency of the Year. 4. There is a new name at No 5. 2. the 18-month-old media services outfit of the Percept Group. Allied Media debuts in µtop 5 media agency¶ list. 3. which was placed second last year. Advertising Awards awarded by Effies 2009 The top advertising agencies in India according to the effies awards are: 1. 4. 6. debuts in the Top 5. came second after winning the top spot at the Effies 2008. has seen some interesting movements. leadership and business development Ogilvy and Mather India (O and M). 2. client servicing. with a score of 7. The positions were reversed as JWT India. and ZenithOptimedia is at No 4. Ogilvy India was the No. 2 agency last year. account planning ability. 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 latter. investment in employees.65 out of a possible 10.

with 45 and 35 points. Bajaj Pulsar (Pulsar Mania). two silver and one bronze metals. while the ever popular Vodafone Zoozoos fetched two more gold Effies for the agency. The bronze was for The Economic Times (Power of Ideas) campaign. Ogilvy India won one gold metal for the Sprite Seedhi Baat. Vodafone (Chhota Credit). The five bronze Effies were for Pond¶s (The Cinderella Effect: The Journey from Mass to Class). Vodafone Essar was adjudged the Effie Client of the Year. The agency won the silver metals for Center Fresh (Keep the Mouth Locked). The agency won its only gold for the Teach India campaign. and Arc Worldwide/Leo Burnett. Limca (Fresh Ho Jao). Union Bank of India (Your dreams are not yours alone) and Shell Foundation (Khidki Amma . The other agencies that left their marks at the Effies this year were Rediffusion. respectively. shortlisted in the Consumer Products category. The points system of the Effies awards 15 points for each gold. 4|Page . The two silvers were won for the Axe (Call Me) and Idea Cellular (What an Idea!) campaigns. It won two silver metals for its TOI. Lowe Lintas: Lowe Lintas. placed at No. Bates 141 and McCann Erickson India. while the bronze Effies were for the Havells (Shock Laga?) and Tata Tea (Jaago Re!) campaigns. The silver Effies were for the TVS Scooty (Women on Wheels). were third and fourth this year. won one gold metal and two metals each of silver and bronze.The story of an iconic campaign. 3. which won four bronze Effies. No Bakwaas campaign. Vodafone (Happy to Help) and Vodafone (Vodafone Zoozoos on your mobile). The solo bronze metal was for the Be Special campaign for Kellogg¶s Special K. 10 points for each silver and five points for each bronze metal. Chennai (A Day in the life of Chennai) and Indian National Congress (Aam Aadmi Ke Badte Kadam) campaigns.Lintas and the Mudra Group. which won a bronze metal each. JWT India: JWT India picked up one gold. The agency also won the Grand Effie for its Teach India campaign for The Times of India. Vodafone Zoozoos . won gold metals in the Services and Integrated Advertising Campaign categories. Vodafone (Happy to Help) and Tata Sky+ (Tata Sky+ Launch). Sakshi (Move to Tomorrow). Mudra Group: The Mudra Group won three silvers and one bronze this year. Lowe won the gold for its Tata Tea Jaago Re! campaign. which added 10 points to its total tally.Gossips through the window) campaigns. The Zoozoo case study. Ogilvy India: The agency picked three gold. five silver and five bronze metals.

Louis Philippe (corporate) UTI (MIP'97/Financial). the most international of the locals are words written to describe the identity of Ogilvy.73 million List of Major Clients: y y y y y y y y y y y y y y y y y y y y y IDBI Mutual Fund (Mutual fund) SBI Mutual Fund(Mutual Fund) TTK Textiles (Tantex/Textile) J K Tyres(Tyres) Pantaloon Fashion India Ltd(Garments) Cadbury. In all its years of business.cellular operator) TELCO (Tata Safari. understands the customer's needs and then networks worldwide with MNC and other relevant clients. it undergoes the process of scrutiny of the tools and techniques which work well to build a long and lasting association with a brand. Sumo .78 million Television billings: 1852. The agency does its best to enhance the customer-brand relation.TOP 5 ADVERTISING AGENCIES. what this means is that the advertising agency follows the local market. Lipton .television channel) ITC Ltd (corporate) MIRC Electronics Ltd (Onida .television) The Chase Manhattan Bank (corporate) Birla 3M Ltd (Scotch Brite . Ogilvy has struggled to build brands and has proved its ability to build brands. Basically.A DETAILED EXPLANATION 1. Ogilvy & Mather Ltd Capitalised billings: Rs 7425.: The most local of the internationals.sports utility vehicle) Strength of O & M Ltd. Sierra.cleaning aid) J M Morgan Stanley (J M Morgan Stanley .tea and health) Discovery Channel Inc (Discovery Channel . TVS Suzuki (corporate) Tata Telservices (corporate) Tata Communications Ltd (corporate) Hindustan Lever Ltd (Brooke Bond. 2.investment bank) Hero Honda Motors Ltd (bikes) United Television (television media) Castrol India Ltd (Castrol . J Walter Thompson India List of Major Clients: y Bayer 5|Page . For this.lubricants) Hutchison Max Telecom Ltd (Max Touch .

Axe. Marine Corps Vodafone Strength of JWT India: The advertising agency has a special portfolio which includes creativity. Pureit. Vim. Wheel. innovation. CloseUp.y y y y y y y y y y y y y y y y y y y y y 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. Fastrack Axis Bank Nestle Dabur MRF Britannia Industries Hindustan Times ET Now BBC World News Havells Berger Paints Bharat Petroleum 6|Page . Pepsodent. Clear.Tanishq. awards. dealing with market research. Breeze. the agency includes innovative ideas. clients. Cif and Kwality Walls Idea Tata Tea Croma ICICI Prudential Maruti Suzuki Bajaj Auto Titan Industries . 3.Surf Excel.S. In this process. Lowe Lintas India List of Major Clients: y y y y y y y y y y y y y y y y y y y Hindustan Unilever . Lifebuoy. Clients perceive the agency as a resource of ideas which tell the brand¶s story to the customer. well-thought out leadership and talent. Hamam. Fair & Lovely. case studies. Sure.

we burrow deep into the client¶s marketing challenge. 4.Jaago Re Idea . immerse ourselves in it. Here.internet services) y y y y Compaq (Compaq .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.computer software) Satyam Infoway Ltd (Satyam .healthcare) Blow Plast Ltd (VIP Skybags .Jeetey Raho Lifebuoy .What an Idea! Bajaj Auto .luggage carrier) Dabur Ayurvedic Specialities Ltd (Nature Cure . The high-value idea evolves from our unique µproblem-biased thinking¶ approach.54 million List of Major Clients : y y y y y y y y y y y y y 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 .Ayurvedic products) 7|Page .Daag Achhe Hain ICICI Prudential . understand it inside-out«and then develop communication solutions for it. Mudra Communications Capitalised billings : Rs 5232.Hamaara Bajaj Surf Excel .services) Honda Siel Power Products (gensets) Satyam Computer Services Ltd (Satyam . Our strength lies in our ability to develop what we call the high-value idea ± an idea that transforms a marketing proposition into an enduring brand asset.computers) Cadila Healthcare Ltd (EverYuth .y y y y y y y y Camlin The Hindu Godrej Saint-Gobain Tilda UTI Mutual Fund Future Group Ginger Hotels Recent Notable Campaigns y y y y y y Tata Tea .

5. channels and media. These.automobile) Strength of Mudra Communications: The agency practises the art of communication in order to express ideas that can shape the brands. McCann-Ericsson India Ltd Capitalised billings : Rs 3479.McCann-Ericsson is known as a world class advertising agency and has found outstanding talent in its employees.53 million List of Major Clients: y y y y y y y y y y y y y Reckitt& Colman(Cherry Blossom/shoe polish) Usha Martin Telecom(telecom) Coca-Cola (Kinley soda water. Diet coke. thoughts and emotions for the success of a brand. 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 . and has its own identity in communication of brands. ideas. drama and painting. the agency is influenced by the artistic traditions of Indian dance. beverages. The advertising agency always believed in doing interesting work that pleases its clients.credit card. It looks for the entrepreneurial zeal which causes continuous and speedy growth for each brand. inculcate feelings. Mudra peeps into the local consumer markets. Sprite .soap) Hindustan Motors Ltd (Mitsubishi Lancer .tyre) Travel Corporation of India (tourism) Hong Kong & Shanghai Banking Corporation Ltd (HSBC .Soft drink) Nestle(sunrise/coffee) BPL (Gas tables) Motorola (Cellphones & Pagers) Khaitan (Fans) Nestle (Media buying) Stracon (Corporate) Goodyear India (Goodyear . 8|Page .y y Henkel Spic India Ltd (Fa . As the name suggests. in turn.

com/article-1G1-136819183/brand-equity-ad-agency.wikipedia. http://economictimes. http://blog.com/?p=479 5. http://economictimes.org/wiki/JWT 7.org/wiki/McCann_Erickson 9|Page .REFERENCES 1.com/articleshow/3849064.com/News/articlelist/1715249553.wikipedia.indiatimes.wikipedia.accessmylibrary.org/wiki/Lowe_Lintas 6. http://en.crjayaprakash. http://en.cms 3.wikipedia.html 2. http://en. http://www. http://en.org/wiki/Ogilvy_&_Mather 8.indiatimes.cms 4.