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It is a matter of great honour for me to present before my humble readers this project based on the study of “Advertising Agencies”. The foregoing presentation is an honest and painstaking effort on my part in black and white about the colourful world of advertising agencies. The data collected by me is both primary as well as secondary. I have taken assistance from knowledgeable and apt taskmasters shouldering work f great responsibility in some of the reputed advertising agencies. However, with due respect to the urge of these agencies for maintaining secrecy about their operations and financial data ,I also had to resort to secondary sources for obtaining data like newspapers, magazines and the websites of these agencies. Although the information obtained from secondary sources may prima facie seem to be paralysed by window dressing, to be absolutely frank with my understanding readers, it has been discovered that this data is as reliable as the one I have obtained from the horse‟s mouth for other agencies. Due to paucity of time and reluctance of certain internationally acclaimed advertising agencies in co-operating with me for this project due to some obvious reasons on their part ,I have been able to cover in this project a study of 6 agencies. But the foregoing pages will warrant my painstaking efforts and the extensive study undertaken by me for each of them. So, with due respect to my patient readers for the time they will spare for my project and with confidence flowing through my nerves that both the time and patience of my readers will not be tried and tested and but duly rewarded with the intensity of my efforts , I carry you gracefully into my world of advertising agencies……………


I would like to sincerely thank the University of Mumbai for giving me this opportunity of taking up such a challenging project which has enhanced my knowledge about the Advertising Industry & the advertising agencies.

I am very grateful to Ms. Meghana Patil- Project Co-ordinator, under whose guidance and assistance I was able to successfully complete my project. I am also thankful to Mr. Vikram Shrotri, Project Guide whose advise and thoughts helped me gain a better understanding of this huge advertising industry and the flambouyant, magnanimous world of advertising agencies.

Last but not the least, I also thank the below-mentioned honourable dignitaries and task-masters who have played a major role in leading their respective agencies to the sky of glory. This is a special thanks to them for sparing their precious time, fitting my out-of-the-way appoin”ent into their diary and giving almost all the information required by me in an unbelievably amicable manner.

Without the priceless contribution and coveted guidance of all the abovementioned people, this project would have never got a shape of reality and emerged before all of you in the manner and in the style as it now appears.

Warm thanks to : 1. Ms. Nandini Rajan, Account Executive of XEBEC COMMUNICATIONS PVT. LTD. 2. Ms. Tanya Gulrajani of CARAT MEDIA SERVICES INDIA PVT. LTD. 3. Mr. Suresh Kannan, Media Manager of CANCO ADVERTISING PVT. LTD.


EXECUTIVE SUMMARY 1. OBJECTIVE : To study the various advertising agencies; the ones having local operations as well as the ones have international scale of operations, their modus operandi, styles and the manner of functioning, their profiles, their upswing and their downfall and last but not the least their position in the world of advertising on the basis of the contributions to the ad world and society at large. 2. METHODOLOGY : In order to achieve the above-mentioned objective and finish the study to perfection, I have made a judicious and a balanced use of primary sources as well as secondary sources of data collection. Well, the primary sources comprise of personal visits to the administrative offices of some known advertising agencies and a direct communication with the persons who were knowledgeable and in-charge of the operations.

To facilitate in my operations, I had first chalked out a detailed questionnaire covering in length all questions that would serve the purpose in the most efficient and productive way. The preparation and the formulation of the questionnaire was on the basis of many considerations viz., the time that the answeree would require to give me the required answers, the importance of that time and the cost involved. A copy of the said questionnaire is included elsewhere in this project as an Annexure.

Although the efforts were directed basically towards obtaining information required for the study from primary sources to the maximum possible extent, due to factors like lack of co-operation anticipated from stalwarts and internationally acclaimed agencies, considerations of these agencies over secrecy of data regarding their operations, lack of time for answering the questionnaire and unavailability of the persons-in-charge, I also had to resort to secondary sources like websites, magazines, newspapers etc.

There is not much of a dynamism in this agencies as far as expansion plans are concerned.Bibliography of these sources forms a part of this Project for ready reference of the reader. 5 . diversification objectives are involved or specialisation motives are in question. their weaknesses. over-reserved in the choice of strategies.    The primary objective of the agencies is basically profit generation and profit maximisation. over-confidential in their operations and over-aggressive in competition.  Not many agencies are laying too much emphasis on selection of proper human of resources or managerial personnel.their strengths. reputation and quick accessibility.   Not much is done by these agencies for the social welfare and advertising of social values The agencies are highly committed to their activities but sometimes they tend to be over-professional in their attitudes. their opportunities and threats which deserve a mention :  Most of the advertising agencies are basically interested in catering to just the needs of the consumer irrespective of the nature of the product or service proposed to be advertised. 3. CONCLUSIONS : During the course of this study I have observed many a facet of the advertising agencies ----. A sample of six agencies was chosen on the basis of their scale of operations. The agencies conduct a SWOT of the client but not of the product at the time of accepting an assignment. They appear over-burdened by objectives cost control.

 There is not proper training imparted to people working in the modestly positioned advertising agencies. improvisation and dynamism. The agencies should definitely give importance to profit maximisation but at the same time function in public interest as far as charges and quality of products is concerned. Due to this.  The advertising agencies should also have a perspective of tapping new avenues. 6 . RECOMMENDATIONS: The following are recommended in view of the importance and the strategic position occupied by these agencies :   The advertising agencies should function in a healthily competitive environment rather than in an aggressive world of cut-throat competition. creating mew markets and pursue global expansion for the benefit of themselves and for the country at large. 4. there is lack of specialisation.  There should also be a provision for staff training whereby the staff is properly motivated and educated for the roles they perform in the organisation leading them to specialisation and perfection.  The agencies should also conduct a SWOT analysis of the products to be advertised at the time of accepting assignments alongwith the routine SWOT analysis of the clients.

3 Research Methodology Introduction Profile Introduction to Advertising Agencies Functions of Advertising Agencies Model Organization Structure 18 18 22 Topic Page No 11 14 CH 4 1 1.8 1.1 1.1 2.3 1.1 3.2 2.9 1.7 1.10 2 2.2 3.4 1.6 1.Table of Content Sr.2 1.1 3.5 1.4 3 3.No CH 1 CH 2 CH 3 3.3 2.2 ADVERTISING AGENCIES XEBEC The Whereabouts Modus Operandi The Canvas on which Xebec paints its product How can I know about Xebec? SWOT Analysis Case Studies Awards and Achievements Who‟s who in Xebec Divisions of Xebec List of Clients CARAT The Whereabouts Modus Operandi SWOT Analysis List of clients CANCO The Whereabouts Modus Operandi 7 23 23 24 24 25 27 30 31 31 33 34 34 35 37 38 38 .

5 3.3 5.4 3.2 4.2 5.4 5 5.3 4.2 6.1 6.5 5.4 5.3.4 6.1 4.6 6.Top Ten Multinational Advertisers 2001.8 4 4.6 3.7 3.1 5.6 5.5 6.7 6.Top Ten Advertising Agencies Comparison of Agencies on the basis of Worldwide Gross 8 69 70 72 73 74 75 75 76 .3 3.8 Statistics Comparison between Gross Income of Top 25 Agencies Growth of Advertising Agencies Top 20 Advertising Agencies Top 20 Advertising Spenders Agencies Ranking 2001.3 6.7 CH 5 SWOT Analysis Canvas on which Canco paints its product How can I know about Canco Organization Structure Facilities offered by Canco Awards MCCANN – ERICKSON History Who‟s Who Modus Operandi SWOT Analysis MUDRA History Pioneers in Advertising Agencies Divisions Founder List of Awards Major Clients Organization Structure SWOT Analysis of Advertising Agencies-Comparative Study 38 41 41 41 42 42 43 43 45 57 60 61 62 62 63 64 66 67 CH 6 6.

9 CH 7 CH 8 CH9 CH10 Graph of Growth of Agencies Suggestions and Recommendations Conclusion Annexure Bibliography and Webliography 77 78 80 82 84 9 .Income 6.

their manner and coverage of operations. : STUDY OF ADVERTISING AGENCIES 2. FROM PLACES TO PAPER : The data required for this study as per my vision was collected from the following two types of sources : (1) Primary Sources (2) Secondary Sources Primary Source of data collection was tapped in the following manner : (1) Personal visits : 10 . their modus operandi. As during the preparation of this project. its a sincerest attempt to do the best possible justice to the said topic. This study shows the diversity underlining their operations and at the same time the unity in aims. weaknesses. some inevitable obstacles and natural hindrances restricted the scope of this study just as these agencies are restricted by many environmental and socio-economic factors. their strengths. objectives and target. opportunities available to them and the threats posing obstacles in their journey to the max.RESEARCH METHODOLOGY Topic 1. nonetheless. OBJECTIVE : The project deals with the study of advertising agencies encompassing a multidimensional discussion on the whereabouts of these agencies. AGENCIES COVERED : (1) Xebec (2) Canco (3) McCann-Erickson (4) Carat (5) Percept (6) Mudra 3.

Mudra. Honestly. I found these people quite enterprising. as also advised by some of them. At the same time. Secondary sources of data collection : On account of the cold shoulder given to me by the media-giants and their contemporaries. practicability and conviction to every study and this aspect made it an area of key importance. the operation. Well. (2) Sending questionnaires : To those organisations that showed their firm unwillingness in attending to me personally. I had to resort.This was given the topmost priority. Also newspapers like The Economic Times and its 11 . knowledgeable. though I approached many others including the topnotch like Ogilvy & Mather. Carat and Canco. professional-to-the-core in their approaches. Lowe. to secondary sources of information like newspapers. I had to fathom for the most precious gems which required crisp editing. Some replied back courteously. In the agencies I visited. preciseness and good scissor-work. I never succeeded in getting appoin”ents from the ones.. In the ocean of the information that the websites contained for each agency. websites and books for supplementing the information obtained from primary sources and sometimes for the main information. any information from the horse's mouth gives a touch of reality. speech-conscious and very co-operative. I contacted those taskmasters who were holding positions of no less importance and who had a thorough knowledge of the environment of their respective agencies. However to my utter disappoin”ent and ill-fate. I basically got answers to all the questions that were put in the questionnaire in an unhesitating and amicable way. the style of working and the clientele. I visited three agencies viz. I sent my questionnaires through internet to the key personnel in an attempt to convince them into giving some information about the agencies for whom they toil. the information obtained from the websites was detailed and sufficient to an extent that would even surpass those of primary sources. Xebec. either disclosing their helplessness in giving information or informing me to surf their websites and get all possible information to my u”ost satisfaction (an advertisement for advertisers).

supplementary called Brand Equity did leave their imprints on the papers of the project to follow and their contribution to this presentation cannot undermined and unnoticed. however explanatory it is. at large. Though marred by some obstacles. Help was also taken from books based on advertising and marketing to give a better appeal to this study and enrich it with more detailing and liveliness. 5. 4. 12 . barring them there was hardly a source that carried some potential in meeting the requirements. Prestigious publications like A & M have faced shut doors of printing presses and a replacement is still hiding in some unknown corner of invisibility. Stipulations and urge for strict adherence to the length of this project upto a maximum of 80 pages forced me to run the merciless scissor on many points. 2. RESULT The cummulative result of primary sources of data collection and secondary sources is obvious from the pages that follow. I am convinced that my painstaking efforts and drops of sweat that have made the papers intangibly wet and the ink of the pen go dry will convince my patrons carrying good doses of expectation from this project. it would have definitely made neighbours' envy and owner pride. Though websites form an exception. However. I have been able to generate sufficient information and moreover. Lack of co-operation from the stalwarts and the internationally acclaimed adgiants has been the biggest obstacle in the way. Though. been obtained from them directly. they are very much justified and I give due consideration to their urge for maintaining confidentiality about their operations and financials. in detail from all the sources employed in an endeavour to leave no stone unturned in justifying the selection of this topic and advertising agencies. Unavailability of concrete sources of secondary data was another hindrance. DIFFICULTIES FACED : 1. 3. I still believe that had this information. The pen was on but the papers were gone.

In this jungle of name and fame. Knowledge is power. important is that you should rise.In a nutshell. and further between “know more” and “grow more”. advertising is to business.Advertising………. the only golden word “Advertising” Definitely roses will not smell less sweet by any other name but businesses will undoubtedly go back to the coffers if the world forgets their names and to keep them alive in the minds of billions. Just as water is to a fish. from a beggar to a billionaire…… everyone wants you to recognize in a train or in a plane . who brings you from the darkness of ignorance to the light of recognition? Obviously. Today everyone advertises – from crèches to crematorium . everything was considered fair in love & war and advertising .from hotels to hospitals. In the yesteryears . who brings you from the greenlight to the limelight. the advertising gurus seated comfortably in their mind-blowing offices 13 . from a 6 month baby in the cradle to a 60 year old preparing for a graveyard. where every creature confidently defies William Shakespeare when he says. from clubs to pubs.” What‟s there in a name” there is definitely everything attached to name and it‟s this name which gives you fame……And what gives an identity it‟s name? Well. something without which the basic question of survival is bound to rise. all these ingredients which have gone into the making of this recipe wait a verdict from the readers for their taste. And who helps you to project yourself in the public. INTRODUCTION The word that bridges the gap between “no more” to “know more”.from marriage bureaus to lawyers…… well name it and you have it. Everyone needs recognition. It does not mind if you have to pull someone down. irrespective of what you are. you go for publicity. they say and today the biggest weapon of power in anyone‟s hands is that of advertising.

And sometimes their roles really makes a layman wonder as to what would have happen to those hundreds of unsung brands appearing as faces in the crowd on some rack or shelves of a huge supermarket or a not-so-popular stores if these agencies would have never risen from the sands of time. the exposure of every individual to advertisements and advertising has increased manifolds than what it was in the past. The hype was created by the agencies like Xebec Communications who advertised the product of one of the Fortune 500 Companies of India and the hysteria still continues. at times in a bid to grab the lion‟s share of the buyers‟ market. Irrespective of the post-use catastrophes. at least they have turned out to be major trend-setters and torch-bearers for people like us showing us the way to the magnanimous world of sophisticated products & services. it is doubtlessly certain that without these agencies we would have never come out from the age of transistors to reach the modern age of home theatres. Today. these formulae really work on our minds as is clear from our very own experiences. models and celebrities weaving their irresistible web of magic around people like us.Today there are the movie moghuls and cricketing badshahs dancing on their fingertips.These Advertising Agencies may be raking in big “moollahs” but no one can question their contribution in enabling the business to burn their “choolahs” . 14 . Be it a product or be it a service. every cloud has a silver lining to it. they have the magic formulae for everything and mind you. Who can forget the extent and the manner in which Reliance Infocomm marketed its Wireless in Local Loop (WLL) Technology on the onset of the launch of its mobile service. Kudos to these agencies . necessity is the mother of invention and our necessities have opened the doors of prosperity for these agencies. the impact of solid marketing & publicity on the minds of an ordinary laymen for whom having a mobile in hand was nothing less than wearing a gold ring in the ring finger is reflected in the way such a person is today using a cell phone. Well. However unethical and materialistic these agencies may be. Well.

the customer has multitude options and ample of choices to really get “ better than the best”.. PRESENTING. many others are identified by their slogans.. (2) Enabling wider choice and access to products : So many products and so many ads for each of them…leaves the poor customer gasping for some free space. from advertisements stuck on the walls of the building compounds to those stuck on the walls of the railway compar”ents. 100s of moisturizers for giving the best glow to our skin an all sorts of luxuries which have become more necessary than the necessities. The pros… (1) Creating awareness : Due to the increasing role of the advertising agencies and so-called dominion over our minds. are deriving from these agencies and the not-so acceptable traits.Today. it‟s pertinent to bring to limelight the benefits which we. Well. universal hoardings. Before we go ahead with the discussions about the advertising agencies & the brains behind them. as a society. may products like chocolates and butter come to be identified by their brand names like “CADBURYS” & “AMUL”. (3) Uplif”ent of standard of living : 15 . Well. today the level of consumer awareness could be well adjudged from the fact that even a toddler identifies in the spur of the moment an ad of Cadburys‟ chocolates or Amul Butter been run on the screen of the idiot-box ornamenting our spacious drawing rooms. catchlines & punchlines devised by the advertising wizards like “BLACKMAGIC MOTION PICTURES” for their clients‟ products like “Hamara Bajaj (Bajaj Auto)”. “Yeh Dil Maange More (Pepsico)” . On the other hand. people are after all paying handsomely for their requirements and they deserve choices and options. “Utterly Butterly delicious Amul (Amul)”. “A gift for someone you love(Cadburys‟)”. “Taste the Thunder (Thums-Up)” etc. with the bombardment of so many commercials. But. it all owes to these agencies who have spread out before us 10 different types of toothpastes for making out teeth the whitest and the hardest.

(4) Necessary for the growth of the businesses : From the Ambanis to the paanwalla. the customer knows where he is the most comfortable and is ablebodied to plan out his budget as he knows the price tags stuck on every product and service. Revenue generation is the prime objective behind every business and to rotate the wheel of success. Today. every soul is convinced of the power of these agencies in giving them a larger than life size image. its said that “Money makes a mare go”. its important for them to use the services of these think-tanks and always remain on the topmost rank.. Accepting these assignments for a social cause will not create a dent in their pockets but will surely go a long way in revolutionising thoughts..Well. they are on a huge platform from where they can spread messages of public interest in every nook and corner of the country. though cutting the cloth according to the size of its coat. they can also design propagandas for conveying important social messages like harmfulness of smoking and drinking liquor. Being the torch-bearers of the world of publicity and media. The cons. Every business house. And all this. From a cycle to a car. or from a dhaba to a restaurant. Their commit”ents and obligations to the society are mani-fold. attitudes and mindset of every Indian. Alongwith their professional assignments for profit maximisation. big or small.. (2) No SWOT of products advertised conducted : 16 .. importance of a nuclear and small family etc. abolishing evil practices and dogmas deeply rooted in the blood of the rural illiterate. needs the services of these agencies to project its brand image before the laymen and convert these laymen into prospective and from prospective to loyal customers for their products and services. from the Bachchans to the street-actors. is possible because of the constant exposure to media and publicity. (1) A cold shoulder to social responsibilities : The advertising agencies today are not performing to the non-material welfare of the society. this not be any more emphasized as everyone knows that depending on the financial background. people can get the best of everything.

Some of these are planning. More and more products are being launched practically everyday. defined advertising as “any paid form of nonpersonal presentations of idea. perhaps it is anti-business. which have inadequate services of experts for the promotion of their goods and services. It is not their business. research and internal control. This requires the help of the media to reach more and more people to communicate brand effectiveness and here advertising agencies comes picture. accounting. FUNCTIONS OF ADVERTISING AGENCY: The advertising agency performs all the managerial functions. media. 17 .All the advertising agencies are conducting a SWOT analysis of the prospective clients that approach them with a product or service meant to be advertised but no one is bothered about a scrutiny of the products to be so advertised. creation and execution.”In other words we can say that Advertising is brand building through effective communication INTRODUCTION TO ADVERTISING AGENCY The global market has expanded manifold in the last few decades. that's the feel and the flavour. PROFILE ADVERTISING AGENCY ADVERTISING The American Marketing Association. The role of advertising agency has been accepted because it provides specialist services to the companies. The companies are engaged in cutthroat competition to highlight their products to the forefront. goods or service by an identified sponsor. Herein enters the glamorous field of advertising. Advertising is actually brand building through effective communication and is essentially a service industry. Many institutions have established the services of advertising agencies to make their products and services known to the potential consumers. co-ordination.

They prepare the schedule of advertising. The advertising copy is written. The management delegates the responsibility of advertising planning and execution to the agency.  Creation and Execution: Specific advertisements are created. audience. distribution methods. data on printing and the time available from television and radio. It has to see to that the media plan is carried out properly which is devised to implement the campaign‟s communication objectives. income and other important information are collected for the purpose. the layout is prepared.  Accounting: The advertising agency maintains proper accounts in co-operation with the client.  Media: The advertising agency selects the media or a set of suitable media for the client to reach the right type of audience which is an important factor in media selection. The combined efforts of sales persons. bills and other charges are accounted for by the accountant. distributors and retailers ensure maximum sales. The account executives see to it that the agency keeps to the stated plan. The accountant is in charge of the administration of the advertising programme on the agency side. The rates. The advertising agency prepares a suitable advertising copy for insertion in all the media. its history. the present market conditions. population. It often works with the client‟s sales force and distribution network to ensure the long-run success of the advertising programme.  Co-Ordination: The advertising agency co-ordinates several activities. Planning: The advertising agency plans the advertising campaign. 18 . The agency must have a fair knowledge of the firm‟s products. photographs are finalized. Ideas. and a correct mechanical form for running it in the selected media is produced. media. copy and decisions are co-ordinated properly to project and implement the advertising programme. price level and other conditions. illustrations are drawn. The media experts know all about the media and their coverage. publication. The amount of fees received from the client and the payment of taxes. A misunderstanding arising between the agency and the client is eliminated by the accountant. circulation. A successful advertising programme is built on the basis of these data.

sales promotion functions and client contacts are maintained by the management for the effective operations of the advertising agency. Research makes every decision systematic and logical. Public relations. It conducts the business behind the scenes and exercises proper control over activities and funds. 19 . finances and other resources effectively and economically. Research: Research is a key function in an advertising campaign. The decisions on creativity and media selection are taken on the findings uncovered for research. based as it is on facts and figures.  Internal Control: The advertising agency manages its employees.


TYPICAL ADVERTISING AGENCY STRUCTURE Chairman & Managing Director (Chief Executive Officer) Finance Management Accounts Administration Client service Director Media Director Creative Director Studio Films Print & Production Media Controllers Group Account Manager Media Supervisors Account Supervisor Media Planners Account Executives Media Media Media Buyers Associate Creative Directors Creative Group Heads Copywriters Art Directors 21 .

Bandra (West). something really very praiseworthy. this SWOT Analysis is not at all a cumbersome and patience-testing exercise for the client. 1st Floor. Apsara Theatre. Pune – 411 037. it 22 . Road. Xebec Communications has a well-defined and a well-organised method of operations. MODUS OPERANDI : Being a truly professional & competitive in approach. The agency first understands the requirements of its customer and gets a complete profile about the product or the service to be advertised from the horse‟s mouth. Next to Saga Shopping Centre. it is designed in such a way that the agency gets a total assurance of the output. S. 39/4. Opp. 1st Floor. Santosh Heights. Incorporated in the year 1991. It is solely indigenous with no foreign collaboration or foreign equity participation . Marg. this rapidly-growing “FULL SERVICE” Agency located at the above-mentioned places has today achieved for itself a decent position in the jampacked arena of the biggies and is continuing its progressive march. Although. J. When the prospective client approaches them for getting his purpose served. Mumbai – 400 050. Further. they conduct a SWOT analysis prior to acceptance of any assignment.ADVERTISING AGENCY # 1 X E B E C THE WHEREABOUTS HEAD OFFICE : 20.N. BRANCH OFFICE : Jain Chambers.V.

or on celluloid like television. the client does not have to run in sun and shower for finding a proper canvas for its product. THE CANVAS ON WHICH XEBEC PAINTS THE PRODUCT : Xebec provides its customers with a wide-range of media to select from viz. going to derive out of every such assignment. So. its marketability and its commercial value. its target audience and the psychoanalysis of the creator as well as its creation. Xebec provides all the facilites for its client coupled with a very co-operative in-house. it‟s a thorough professional approach wherein the client is rest assured about the benefits he is going to reap from the seeds he is planning to sow in the field of advertisement. being professional and competitive in approach. So on one hand. theatres etc.. their budget.makes a complete assessment of such a product or service. on the other hand it also extends credit to its continuous and creditworthy customers. in fine print. both monetary as well as non-monetary which it is subsequently in the long run. Xebec also takes care of the pocket-size of its customers. Continuing on these lines. HOW CAN I KNOW ABOUT XEBEC : Well. As far as a payment term is concerned. Finally. the agency also makes an assessment of the requirements of the client. Ultimately. 23 . On the basis of such a study made about the product. its not a no-win no-lose situation for both of them but is entirely a winners‟ outcome. last but not the least. radio. interactive response and hospitality. based on the representations and the explanations given by its client in terms of the life of the product. the agency makes an estimate of the benefits. it is Xebec who approaches its prospective clients and not wait for the the clients to fathom for it. the agency then selects the type of media which is the most appropriate one in terms of the cost constraints laid down by the client and accordingly intimate the client about the cost-benefit ratio of the entire exercise. cost constraints etc. it gives you the option to pay the entire fees in lumpsum. So.

it is over-dependent on its staff. multiplicity of brains. its not a no-win no-lose situation for both of them but is entirely a winners‟ outcome. Further. So.e. its target audience and the psycho-analysis of the creator as well as its creation. cost constraints etc. the agency makes an estimate of the benefits. the quality and the efficiency of its human resources always causes some sort of a problem in making and implementing fast decisions. their budget. it makes a complete assessment of such a product or service. Ultimately. “Too many cooks spoil the broth” 24 . its marketability and its commercial value.STRENGTHS : The agency first understands the requirements of its customer and gets a complete profile about the product or the service to be advertised from the horse‟s mouth. the agency also makes an assessment of the requirements of the client. based on the representations and the explanations given by its client in terms of the life of the product. Again. though an asset for any organization is also sometimes a hindrance in its development when the agency is not able to reach to a definite conclusion about its strategies and policies in the nick of the time due to conflicting ideas presented by its too many decision-makers. Continuing on these lines. both monetary as well as non-monetary which it is subsequently in the long run. it‟s a thorough professional approach wherein the client is rest assured about the benefits he is going to reap from the seeds he is planning to sow in the field of advertisement. WEAKNESSES : Xebec is facing a major problem of Time Management i. On the basis of such a study made about the product. going to derive out of every such assignment. As it is aptly quoted. last but not the least. Finally. the agency then selects the type of media which is the most appropriate one in terms of the cost constraints laid down by the client and accordingly intimate the client about the cost-benefit ratio of the entire exercise. Hence.

the people in the topmost levels of organizational hierarchy who are mainly shouldering the responsibility of devising strategies. is not able to expand its paraphernalia. market recognition and strategic decision-making are not from the fields of management or advertising. Though. they may be well-groomed for excellence in the environment in which they are functioning. This is the main reason why this organization though reputed. As far as the profiles of the team members of Xebec are concerned. account planning. Secondly. it can always go for quality staff. politics or business as its brand ambassador as other reputed agencies in this world are in a practice of doing. you definitely need professionals and professionalism in your approach at the time of decision-making and implementation of ideas. Xebec can overcome its problems of Time Management and slow decisionmaking. Hence. sports. policies. client servicing. Instead of having too many heads with different contents in them. media plans. OPPORTUNITIES : There is a tremendous scope for diversifying its paraphernalia as currently Xebec is just specializing in one particular media. Lack of creativity is also a major backdrop in its success story. And finally. Next. by recruiting and taking more benefits from services of professionals in this field. Xebec does not make adequate attempts to update its services. in this field of cut-throat competition where agencies rise and fall like a pack of cards day in and out. Xebec has also failed to make any renowned celebrity from the fields of cinema. 25 . there is always an undisputed difference between those able-bodied people who are from the field of management and those who are not.Secondly. as far as client servicing is concerned. the agency fails to create a long-lasting and huge appeal for the products of its clients amongst the masses.

If it continues to do so on these lines it can lead to more aggressive response for its clients‟ products and services. well-organised and aware of their requirements. growth afterwards and just trying to be a master in one amidst a crowd of experts who are Jack of all trades is not at all a good sign for any organization. It is quite understandable that in today‟s world to remain sellable in the market you have to keep on diversifying yourself into other fields which this agency is not very much keen in today.2 Execution A Poster Campaign placed in and around washrooms (where Kimberly Clark's products are most used)reminding people about the importance of personal hygiene with a byline by Kimberly Clark. Xebec has not taken too many efforts of diversification and growth into other media. KIMBERLY CLARK 1. Survival is first.Xebec can also concentrate on making some of the eminent personalities as its Brand Ambassador. This also exposes it to a major threat of losing its own ground in its field as not many of its clients are too reputed. CASE STUDIES 1. Another major threat to the growth and development of Xebec is its over-dependence on Print Media.1 Brief Associate Kimberly Clark with personal hygiene by a campaign encouraging people to adopt health habits and educate offices and hotels about the importance of giving their employees and guests access to hygiene products. 26 . That is to say. THREATS : Xebec also does not make a SWOT analysis of its clients at the time of taking an assignment. 1. which it has already started as is evident from its forthcoming contract with a cricket star named Salil Ankola. there is a definite threat on its future existence.

THYSSENKRUPP 3. ThyssenKrupp continues to be a valued client. 3.3 Result Increased awareness of ThyssenKrupp activities and brand recall as a hi-tech German company.1. INDIACOM 4.1 Brief Relaunch Kinetic Honda Marvel and build on Kinetic's reputation as an all family 2 wheeler maker.2 Execution A series of concurrent road-shows and test rides all over India handled by our events division with live performances by India's most exciting and talented performer .1 Brief To occupy mindspace as a core infrastructure sector/industry player. 2.1 Brief Build the INDIACOM brand as a most easily accessible and widely disseminated yellow pages stir up the excitement. 3.3 Result A direct association between Kimberly Clark and personal hygiene and increased usage of Kimberly Clark products and supplies. 2. 3. 4.2 Execution A creative campaign in Indian and foreign magazines and journals closely targeted at industrial decision makers.3 Result Excitement about Marvel and renewed interest in the scooter and Kinetic. 27 . 2.REMO . Create a new buzz around the Marvel as an exciting bike. KINETIC 2.

5. 4. 6. INTELLIGENT INVESTOR 6.3 Result Increased awareness about the LIPI brand name as a provider of superior printing solutions. LIPI DATA SYSTEMS 5.1 Brief Position LIPI as a total data solutions company with a wide range of high quality print solutions for small businesses and corporates 5.3 Result More recall for the INDIACOM brand as the most easily accessible and widely disseminated yellow pages directory resulting in more placements in their directory. 6. 28 .2 Execution Strategic press spots and hoardings timed with the beginning and end of the bookings period designed to drive demand for ads and insertions and increase awareness of the INDIACOM edge.1 Brief Raise Intelligent Investor's profile through high powered personal finance exhibitions in the metros. 5.2 Execution A creative campaign focusing on the flexibility of LIPI printing solutions.3 Result A tremendous response to the personal finance exhibitions leading to increased awareness about Intelligent Investor and an increase in its brand equity.4.2 Execution A series of full page ads in outlook and Intelligent Investor designed to engage the readers attention by trumpeting the sheer volume of financial services and free advice on offer. 6.

DISHNET DSL 8. AWARDS & ACHIEVEMENTS : Best Radio Jingle [A refreshing jingle for Electronica Leasing & Finance Ltd‟s Fixed Deposit Schemes] CEAD . The creatives were designed to inform him about Centurion Bank's thrust towards them. 8.3 Result Increased interest and awareness about broadband Internet access. 8.2 Execution A creative campaign bringing out the cost and speed advantages of broadband. 8. 7.7. 7. establishing Dishnet DSL as the pioneer in broadband technology and generating inquiries and sales. CENTURION BANK 7. Target soho and heavy net users promoting the benefits of high speed access.1 Brief Leverage Dishnet strengths as the only DSL high speed ISP provider in the country.2 Execution The target audience was identified as the small customer who was perhaps not getting the best service in big banks.Best Radio Jingle [An innovative jingle for Kinetic Spark which was set in a folk tune] Trade Fair/Exhibition Design 29 .1 Brief Establish Centurion Bank as a one stop shop for all banking needs with superior banking services for small customers.3 Result More new accounts for Centurion Bank with its brand firmly established among the smaller customers.

Chief Executive Vincent Sebastian ..S.Branch Manager Anil Bhat .. M. Mumbai.R.. Art Director Praveen Meloth . 30 . deliver a more focused message and track customer response. Key people behind the success of Xebec are Kiran Bhat independent profit centre ..R..allows clients to identify customer preferences. November „98] WHO‟S WHO IN XEBEC ? People make all the difference. Account Executive Abhay Bengeri .S.Executive Director Radhika Akolkar . M. Our in house Research division . Customer Satisfaction Surveys.Manager (Media & Events) Sandeep Ghodke ... Feasibility Reports.A. Focus Groups. nurturing talent and allowing space for independent thought and initiative are our hallmarks which explains the low attrition rates.Art Director Anil Rane . Dealer Audits.A..Asst.Branch Director Bhavana ... Account Executive DIVISIONS OF XEBEC M.R..Sr.P. STELLAR . Dipstick Studies.Sr..[First prize for Kinetic Honda stall at Auto Expo „98] [First prize for “Impressive Stall & Innovative Displays” at TECHEX-6 at World Trade Centre. Services: Qualitative and Quantitative Research. Pre and Post Launch Surveys / Studies.A. trends. delivers professional research services within the Xebec umbrella...Account Director Samir Wagh .S.

Mahindra Consulting 2. Lucent Technologies 7. Kpit Systems 10.Onward Technologies 12.In today's fast paced media driven world with shrinking attention spans. Datapro Infoworld Ltd. PR is an important vehicle to increase mindspace and mindshare. BMC Software 3.Intermedia 1. LIST OF CLIENTS 1.Optimos India 11. Parametric Technologies 9. Arden Systems 4. Jog Software Solutions 6. Stellar is a Xebec group company run by experienced PR professionals with strong contacts in press and TV for national coverage.Intigma 13. IT – SOFTWARE 5. Selectica India 8. CUSTOMER CONNECT C2 is Xebec CRM arm with specialized Direct Marketing and Customer Response skills. Jetking School of Hardware and IT HARDWARE Networking Technology 31 .

C-Net Networking Products 4. Carat India . General Engineering / Actis 3. Annie Besant CEO: Sulina Menon Email : sulina@carat-india. Pin-110048.carat-india.2. Lipi Data Systems Website : www. INDUSTRIAL ADVERTISING AGENCY # 2 C A R A T THE WHEREABOUTS HEAD OFFICE : CARAT MEDIA SERVICES INDIA PRIVATE LIMITED Barodawala 32 .vsnl. Thyssenkrupp Industries Pvt. Greater Kailash Part-1. India Tel No : (91) 11 629 4112 Fax No : (91) 11 629 3680 Email : carat@ndb. Mumbai 400 018 India.New Delhi Address : E82A. Worli. Dr. Email : pat@carat-india. New Ltd.

Website: www. 3.carat-asiapacific. media and consumer behavior to spark innovative media solutions that are unique to every brand. As messages reach consumers in new and different ways. they conduct a SWOT analysis prior to acceptance of any assignment. This means partnering with its clients to produce sustainable improved sales by building brand loyalty. medium and long-term effect. Carat‟s aim is to deliver business advantage for its clients through effective communication programmes that maximize return on inves”ent. 2. This means exploiting the whole range of media channels available to a brand which is fundamental to building effective communication strategies. create excitement and loyalty. and assessing its short. this SWOT Analysis is not at all a cumbersome and patiencetesting exercise for the client. Carat has a very educated and well-groomed set of Carat is operated by AEGIS MEDIA which operates alongwith Carat 2 other reputed worldwide organizations viz. The marketing strategy of Carat is defined as a “360° communication”. The Carat approach to communication planning gets results. They know that the ability to understand and exploit the opportunities of the evolving media market is key to their future success. SWOT ANALYSIS OF CARAT :  STRENGTHS 1.. Vizeum & Postersope Worldwide. When the prospective client approaches them for getting his purpose served. Although. value and awareness. Media communication. is becoming central to every business. “CARAT ” has a well-defined and a well-organised method of operations. The task is to build a programme which engages consumers with the brand and reveals the inherent 33 . even advocacy for a product. it is designed in such a way that the agency gets a total assurance of the Website: www. MODUS OPERANDI : Being a truly professional & competitive in approach. they can refresh and renew a relationship.carat-india. They combine insights into brand.

2. Carat does not have a broad clientele base which means that it does not enjoy a very diversified brand loyalty. The breadth of their service and their strong coherent network give Carat the scope to truly partner international advertisers who are winning the race for global media effectiveness. helping it to understand consumers and to design media campaigns that deliver measurable improvements in its clients' business. However. this type of a strategy helps in building a brand loyalty and the customer starts relating himself with it. Carat has a rigorous and proven framework to develop innovative and creative media solutions throughout its network. Carat‟s clients are very much impressed with its ability to work as an international team. 34 .values in a product or service that cause consumers to say "That's for me".360° communication. across traditional and online media channels.  WEAKNESSES 1. Carat has grown. 6. flourished and made a tremendous progress in the field of electronic media only. Incisive management of media delivers business advantage to Carat‟s clients. market and competitive situation requires a unique solution. It works with a suite of sophisticated analysis tools and research. 4. Carat has invested over US$30 million on research and tools to manage and measure media effectiveness. Consumers' relationships with brands and product sectors need to be linked to their relationships with media and attitudes to advertising. Its approach extends across all media . In a nutshell. The major weakness of Carat is diversification. 5. for a long-term and sustained growth and development it is the need of an hour for every agency to stretch its arms and reach out for the world through all possible avenues. Every brand. Analysis using tools such as Charisma and Ad-itudes helps Carat‟s clients reach their core targets more effectively and develop strategies to attract new customers. 5.

Carat is specializing only in electronic media. Being a multinational agency. Carat should also concentrate more on Indian market which has a very large base of clientele. 1. OPPORTUNITIES advertising specially because of its skilled labour force and dynamic vision. This overdependence on one media 2. there are many new entrants in the market and these agencies are making progress by heaps and bounds in all types of media. Carat needs to tap other media also to emerge as a genuine world leader. it is extremely difficult for small customers to approach this agency for their requirement. Firms worldwide have also established themselves firmly in the Indian Market which if Carat cannot do or does not do will hamper its growth and development process.  THREATS only is definitely fatal for future growth and sustained development. CLIENTS Adidas Fiat Diageo Henkel EMI Group Kellogg Ferrero International Kraft Jacobs Suchard LVMH Mannesmann- Vodafone Merloni Beiersdorf Bertelsmann BMW Cable & Wireless Carrefour Coca-Cola Club Med Danone Group Nissan 35 Pernod Ricard Pfizer . Carat has tremendous growth and diversification opportunities in the field of 2. Today. Carat has international tie-ups which means that there is ample of scope for it to diversify its operations and tap the market worldwide. 1.

Tulsiani Chambers. Nariman Point. they conduct a SWOT analysis prior to acceptance of any assignment.Philips Renault Sara Lee SCA SmithKline Beecham Telefonica Walt Disney ADVERTISING AGENCY # 3 C A N C O THE WHEREABOUTS HEAD OFFICE : 518. MODUS OPERANDI : Being a truly professional & competitive in approach. Ltd. Although. Chennai & Delhi. this SWOT Analysis is not at all a cumbersome and patience-testing exercise for the client. Incorporated in the year 1985-86. It is solely indigenous with no foreign collaboration or foreign equity participation . has today achieved for itself a decent position in the jampacked arena of the biggies and is continuing its progressive march. “Canco Advertising Pvt. Mumbai – 400 021. it is designed in such a way that the agency gets a total assurance of the output. When the prospective client approaches them for getting his purpose served.” has a well-defined and a well-organised method of operations. 36 . this rapidly-growing “FULL SERVICE” Agency located at the above-mentioned place alongwith branches at Bangalore. something really very praiseworthy.

It advertises in newspapers. Canco is a full-service agency providing all types of services related to the field of advertising & marketing to its clients. their knowledge about the field of advertising. attitude and decisions made by the agency for its growth and development. on this account there is bound to be professionalism in the approach. The top level of organizational structure in Canco consists of people who are professionals having the academic qualifications which are must in this field.SWOT ANALYSIS OF CANCO :  STRENGTHS 1. It also first understands the requirements of the client. depending on their requirements.  WEAKNESSES 37 . 5. amongst others. Canco offers its customers a wide selection amongst the media for canvassing their product or services. As the choices are more for the customers. the characteristics of the products and services to be advertised by its client. 2. Understandably. 4. This is a major breakthrough in client servicing and definitely is a major weapon in anyone‟s hands to have a stable and a loyal base of clientele. it helps them in selecting the proper medium for advertising their product or service. 3. This overall study about the client and its products helps Canco to devise and develop a proper marketing and advertising plan for its client which can optimize client‟s returns in the restrictive environment in which it functions. the type of target market and the cost constraints under which its client is functioning. the characteristics of their products and their cost constraints. if at all posed on him. Canco also provides its client the facility to make payments of its fees in installments which goes a long way in helping the client overcome its financial hurdles. As far as offering facilities to clients are concerned. uses electronic media and also provides the facility of online advertising. It conducts a SWOT Analysis of its clientele to assess their strengths and weaknesses.

CANCO has an opportunity to expand its operations and diversify itself into new avenues if it makes a concentrated effort on improvising the strength of professional staff.1. This means that the agency does not enjoy the patronage of many of the big names and is dependent on the patronage of privileged few. This is why the appeal created for the products and services of its clients does not reach to a large group of masses. Making use of the brand image of some celebrities for endorsing the products of its clients can give it an upper hand and help in having more reputed customers into its kitty. 2. achievements.  OPPORTUNITIES 1. it still lingers in some dark corner of isolation. 2. On these lines. CANCO has not hired any of the eminent celebrities for endorsing the products and services of its clients.  THREATS 38 . The biggest weakness of Canco is its organizational structure. This may lead to centralization of decision-making and an obvious influence of one or two people in policy decisions. With professionals at the decision-making level. 4. 3. In this world of cut-throat competition where it is important for every agency to have some sort of transparency which will make popular its strategies. 3. client patronage. It does not have a very broad base clientele. Centralization of decision-making and authority being given to only few can prove to be disastrous for the growth of the organization. The organizational structure is such that people who are at the top most level in the hierarchy and who are professionals in this field are few whereas the line staff is quite much. CANCO has not made any effort to bring itself in the limelight. diversification in services offered. With no URL and no other self-advertisement. The list includes just a few major names like HDFC. It can project its achievements before the public and through the medium of website can lend more transparency to its operations. this agency is working presently and a website is in the development stage.

CANCO provides all the facilities for its client coupled with a very co-operative inhouse. ORGANISATION STRUCTURE OF CANCO ORGANISATION STRUCTURE Mr. (Managing Director) 39 . 2. CANCO also takes care of the pocket-size of its customers. Specialisation is required in at least one sphere for expansion and further diversification. interactive response and hospitality. CANCO is suffering a big threat from other agencies operating in the same set of environmental conditions who are constantly offering more and more services to their customers and diversifying themselves day in. on the other hand it also extends credit to its continuous and creditworthy customers. though making use of print and electronic media for advertising products of its clients is a Jack of all trades. aggression. being professional and competitive in approach. pamphlets etc. So on one hand. it gives you the option to pay the entire fees in lumpsum. hoardings. external advertising like HOW CAN I KNOW ABOUT CANCO? Well.. THE CANVAS ON WHICH CANCO PAINTS THE PRODUCT : CANCO provides its customers with a wide-range of media to select from viz. there is bound to be lack of impulsiveness. Ramesh Narayan. master on none. day out. in fine print.1. timeliness and dynamism. When decision-making is centralized and that too based on few brains. the client does not have to run in sun and shower for finding a proper canvas for its product. 3. CANCO. As far as payment terms is concerned. it is CANCO who approaches its prospective clients and not wait for the the clients to fathom for it. So. or online through the medium of internet. The strength of the staff and the quality of human resource is also a major hindrance it is growth and development.

Mumbai 40 . Given by Alert India. the type of customers to be targeted. the marketing strategy. the budget is given by the agency to its client. Arun Copywriters Neelam Total Staff Strength : 24 FACILITIES OFFERED BY CANCO TO ITS CUSTOMERS : CANCO fixes the budget for its client depending on the requirements of the client. the cost constraints of the environment in which the client is functioning etc. the target customers. Based on this study. AWARDS WON BY CANCO a. the aggressiveness or otherwise of the advertising campaign.Creative Director (1) Mr. Dhananjay (2) Mr. the characteristics of the product to be advertised. b. Given by Advertising Club. Non-Government Organization (NGO) which creates awareness for leprosy .

WHO’S WHO : John J.ERICKSON HISTORY McCann-Erickson WorldGroup was chartered in 1997 as a new model for integrated marketing communications. and in the number of clients we serve with multiple-communications services. McCann-Erickson. CHIEF EXECUTIVE OFFICER McCANNERICKSON WORLDGROUP 41 . The WorldGroup was created by uniting best-in-class marketing communications firms in a range of disciplines behind a common mission and vision. In its brief history. in professional quality. Most notably. In only a few years. the WorldGroup has cultivated a common culture across its global network. based on shared strategic tools and a shared vision for effective marketing communications. Dooner CHAIRMAN. is currently celebrating its 100th anniversary. McCann-Erickson WorldGroup has emerged as one of the world's leading integrated brand communications organizations--in global size.ADVERTISING AGENCY # 4 McC A N N . Each WorldGroup agency retains the best of its distinctive heritage. representing a century of innovation and excellence in advertising and communications The rich histories of the member agencies of World Group provide the foundation for the WorldGroup's unparalleled expertise and their unique shared culture.


with a renewed focus on building customer and top-line growth. the Brand Optimization Map service can generate brand ideas that have the potential to solve clients' fundamental business problems and position their brands for long-term growth. this process benefits marketers through increased efficiency. Our tools also set us apart. The Brand Optimization Map incorporates the thinking behind the best strategy and planning processes of various disciplines into a unique. demand creation is. By offering a holistic. They unite professionals in different offices around the world. universal strategic service. corporations have successfully solved what is called the supply chain. but the centerpiece is the holistic Brand Optimization Map™. They combine our best practices with our cutting-edge thinking. Building off of the foundation of the Road Map to Effective Communications™. They are disciplined yet flexible. But in today's competitive marketing climate. and campaign evaluation. They provide a common "language" for diverse teams working together for common clients. productivity and lower costs. the new success factor.MOMENTUM WORLDWIDE MODUS OPERANDI OF McCANN-ERICKSON TOOLS McCann-Erickson WorldGroup's unique and proprietary shared tools help unite different marketing communications disciplines. arguably. To meet this important business need among all types of manufacturing and service corporations. By enabling "just in time" delivery of products or services to meet demand. integrated approach to strategy development. We have specialized tools in various disciplines. McCann-Erickson WorldGroup has developed a service that links demand creation 43 . creative execution. CREATING THE DEMAND-CHAIN By systemically linking supply activities from sourcing and manufacturing to distribution and customer orders.

since many of the service components can be adapted to the marketer's existing company activities. 44 . more inclusive approach to strategy development. The Brand Optimization Map™ thus takes a broader and deeper strategic perspective to account for the new realities facing marketing-focused businesses today. their unique linkage makes them more than the sum of the parts. Creating the Demand Chain™ encompasses a linked set of services involving six "links. These six service elements encompass Demand Vision. Brand Idea. or in part.activities to make them more synergistic and powerful. provides marketers with all the critical steps in demand creation in a cohesive. software and infrastructure. or in part. also known as the McCann Demand Chain™. resources. effective. marketers can leverage the McCann Demand Chain™ service as a whole. collaborative and measurement tools. This service. Relationship Management and Demand Performance activities. and optimized manner. The ultimate benefit of the McCann Demand Chain™ service in whole. While this service and its component services are delivered through an array of marketing communications operations across multiple channels. increasing the sale of products and services and optimizing top-line revenue. including their required coordinated usage of a full range of marketing communications disciplines. Resource Optimization. thus helping corporations to create enduring marketplace growth. This proprietary service offered by McCann-Erickson WorldGroup is known as Creating the Demand Chain. creativity. This strategy development service recognizes that brand marketers around the world are in a changing relationship to their customers. Brand Optimization Map The Brand Optimization Map (BOM) has been created by McCann-Erickson WorldGroup to provide our corporate clients with a new. is to improve demand creation for companies and brands. market-tested McCann-Erickson strategic. one that fully recognizes the evolving nature of brand communications. Each element leverages proprietary. Brand Contact. and each is supported and optimized by specialized expertise." Importantly.

The consumer is firmly in control. subbrands or marketing initiatives. It leverages proprietary strategic principles. And with critical mass so hard to achieve. for brands. as a result they have become more elusive. Traditionally. From a standpoint of "the user. there is a demand for a new kind of integration . the focus of integration has been the development of a common brand platform or idea to unite the marketing message across multiple disciplines.In today's highly demanding business environment. The Brand Optimization Map™ is a unique service that brings together these two fundamental needs in integration. 45 . in the right "proportions. and. content and resources. It facilitates collaboration. the increased sophistication and scope of all our marketing communications disciplines and the emergence of new internet-based business models." The Brand Optimization Map™ is intuitive in concept. But today. optimize budget allocation and leverage the full spectrum of marketing communications disciplines for what they do best. given the confusion of marketing channels." The Brand Optimization Map™ also introduces a proprietary method of evaluating the ROI of the fully integrated marketing program. and ease of acquisition. They expect choice. Demand creation in the new marketing communications environment has become especially challenging. information. idea generation. resource allocation and creative execution. This new multi-channel environment adds a whole new dimension to the challenge of marketing integration.the integration of resources. The technology revolution has surrounded customers and consumers with a plethora of information and entertainment options. but sophisticated in its ability to embrace the complexities of the new marketing environment. the focus has shifted away from improving profits through operating efficiencies to generating top-line revenue growth. speed of service. and for any specified marketing period. It is flexible in its ability to be used locally or regionally. under a unified strategic framework to optimize the marketing communications plan. integration has become the new imperative. Demand creation is the new priority. tools and software that identify marketing priorities. This integration of content is still a core priority.

46 . service. The McCann Pulse™ service output is based on consumer dialogue held at McCannErickson offices around the world and is reported on the company intranet.McCann-Erickson World Group uses The Brand Optimization Map™ service to leverage the specialized talent and creative energies of all our marketing communications "corridor" centers of expertise while working collaboratively with our clients to create powerful brand communications strategies. The Brand Health Check™ service factors in evolving consumer perceptions. how they view the world changing and what their evolving goals are. By forcing answers to critical questions. McCann Pulse McCann Pulse™ serves as a leading-edge method of generating consumer insight that informs marketing innovation and execution. Regional decisions can be made through the collection of key market data. To this end.the service captures the essence of the competitive marketing situation and diagnoses priorities for both content and resource integration. The focus of McCann Pulse™ is as much on the here and now. Using the framework of McCann's Universal Marketing Drivers . The following are the key steps of The Brand Optimization Map™ service: BRAND OPPORTUNITY Brand Health Check In order to create big ideas. These issues direct us to new product. BOM's Brand Health Check™ service offers a due-diligence process for assessing the overall health of a brand.a set of marketing objectives that are common to all marketing communications disciplines regardless of media and message specifics . it uncovers what is important in the lives of consumers. as where things are heading. and they in turn are used to create a comprehensive global picture of evolving trends. Through proprietary probes. McCann Pulse™ insights feed the development of brand imagery. and communications ideas. it provides the clarity to recognize major brand opportunities and solve brand problems. industry trends and competitive pressures. new products and services and channel strategy. we must step back and look at the big picture.

This McCann Pulse™ service provides the consumer backdrop for the evaluation of the Brand Opportunity as well as development of the McCann Brand Idea™, via the Brand Footprint™ and McCann Selling Strategy™ service components.

The Brand Optimization Map™ platform for content in marketing communications is determined by the Brand Footprint™ - a statement of the desired meanings, values and personality of the brand - and the McCann Selling Strategy™ which determines a powerful strategic idea for creative execution across all marketing communications disciplines. The Brand Footprint™ uses McCann's Brand Archeology techniques to uncover the full depth of meanings and values associated with the brand through the eyes of its customers and consumers. The McCann Selling Strategy™ draws on this "brand insight" to determine where the brand needs to be in the future, thus creating a relevant and credible strategic platform to "propel" the brand towards its destination.

McCann Fusion™ 2.0 is a proprietary marketing mix software model that provides the optimal allocation for each marketing discipline to attack the stated marketing challenge. It looks at the marketing picture "top down," through software that captures relationships between our marketing communications disciplines and the Universal Marketing Drivers in the context of each category and country. The input to McCann Fusion™ 2.0 is the Brand Health Check. The output is a benchmark budget allocation across marketing disciplines for Brand Optimization. As a complement to this "top down" evaluation, McCann's Marketing Task Cycle works "bottom up" to determine the ideal role for each marketing communications discipline. The Marketing Task Cycle identifies the barriers that need to be overcome, and assigns the marketing that can best overcome them. This ensures we address critical brand needs and leverage our marketing communications disciplines for what they do best, and to the extent that they can make a difference.


The McCann Brand Clout Index
The Brand Clout Index™ measures a brand's competitive ability to attract and retain customers in the marketplace - both currently and in the future. It can be used to help quantify the Brand Health Check and to track the performance of an integrated program. Thus it serves as the performance benchmark of The Brand Optimization Map™. The McCann Brand Clout Index™, managed by NFO WorldGroup research, is currently being rolled out of test market.

Road Maps to Effectiveness :
The Road Map to Effective Advertising The Road Map to Effective Communications Why the McCann Road Map Service was Created: Consumer behavior is harder to understand and predict. Media is proliferating. Distribution channels are changing. And competition is increasingly fierce. In this fastmoving environment, it is no wonder many established brands lack a powerful strategy, often lose direction and many new products fail to connect with customers. To navigate the ever-changing landscape, McCann-Erickson WorldGroup has developed The Road Map to Effective Advertising™ and, for total marketing communications programs, the Road Map to Effective Communications™. This comprehensive service of proprietary tools is designed to create effective advertising and communications strategies that make an impact in today's cluttered marketplace. The McCann Road Map service results in communications strategies that create loyal customers when audiences are moving targets and strengthen core brand values. McCann Erickson WorldGroup recognizes the need for consistent, tested methods and tools for creating communications that build brand value around the world and across marketing communications disciplines. The McCann Road Map service is used globally to ensure the consistency and high quality of communications programs around the world. It is also used throughout the WorldGroup's range of marketing communications companies to make certain that integrated marketing campaigns work in synergy. The McCann Road Map's Key Components:


The Road Map to Effective Advertising™, the prototype system on which The Road Map to Effective Communications™ is based, is a full arsenal of services to guide the creation of effective communications. It begins with the development of consumer and brand insights and ends with the evaluation of the ideas that are used to create customers and build brand values. Components of The Road Map to Effective Advertising™ include: McCann Pulse™ -- the on-going exploratory service for gaining an in-depth understanding of consumer trends in order to develop relevant consumer insights. Brand Footprint™ -- for articulating the core brand essence that allows a brand to travel successfully across marketing landscapes. McCann Selling Strategy™ -- for converting consumer insights and brand essence into a focused communications strategy that is unified by a single, driving selling idea. And finally, McCann AdWorks™ -- a qualitative consumer validation and feedback process to assess the effectiveness of marketing communication campaigns.

McCann Pulse
McCann Pulse™ is the regular monitoring of collective cultural undercurrents at work on global consumer groups. Its goal is to better understand how these undercurrents affect consumers and their consumption; whether observed crosscurrents are connected or isolated; and whether they represent a momentary fashion, a sustainable trend, or a real cultural shift within a market. McCann Pulse™ is a proprietary service that provides complete immersion in the lives of consumers through ongoing monitoring and personal dialogues. Following are the three components of McCann Pulse™: The Pulse of Popular Culture In-depth analysis of the content and symbolism of the various forms of media that both reflect and influence consumers. The Pulse of Observers of Change Ongoing dialogues with leading-edge thinkers whose fields of interest relate to our target consumer groups. The Pulse of the Consumer


Unconventional dialogues with selected consumer constituencies that probe personal insights and what is new in their lives. Pulse can offer clients: • Insight into new values, ideas and trends • An ability to talk more accurately in the language of consumers • Consumer perspectives of major marketing issues or events • Context for new creative ideas Brand Footprint The Brand Footprint™ service uses a tool that defines a brand's essence, so that marketers can manage and build their brands most effectively. It provides a clear understanding of which values need to be protected and leveraged in brand communications. And it helps charter a brand's growth into new territories, from expanding a brand in new geographic regions, to establishing it across multiple product or service categories, to extending it to an electronic marketspace. As brands expand, their value and meaning are often put at risk. These risks stem from the need to reconcile a brand's heritage with product innovation, and from the need to reexpress the brand in the context of new competitive sets, new cultures, and new media. The Brand Footprint™ service is designed to protect the equity of the brand by conveying the brand essence clearly and succinctly, but with enough texture to inspire a range of marketing activities, from product development to integrated communications. The Brand Footprint™ articulates the three most central brand meanings and its three most prominent personality characteristics. McCann Selling Strategy The McCann Selling Strategy™ is a service that is single-mindedly focused on generating brand-building ideas. Ideas that attract customers. Ideas that build corporate and brand franchises. And ideas that create marketplace dominance for clients. While traditional strategy has often been highly analytic, the McCann Selling Strategy™ offers imaginative conceptualization. It is guided by the McCann Selling Strategy™ platform, a process of analysis and idea generation that helps move a brand from its current position in consumers' minds to a desired perceptual space.


They are looking for brands that provide meaningful experiences and thus become part of their lives. It is a discipline pursued with passion .that ensures that we stay true to our role of creating ideas that add perceptual value to clients' brands. McCann AdWorks™ service is tailored to a specific product. consumers take functional features. entertained. Increasingly. Unlike most leading ad testing firms that offer a simple go/no-go decision on creative work. With McCann AdWorks™. our Road Map service will become even more valuable in the future. a cultural environment. It's a way of thinking. and a positive brand image as a given. quality. and brands that they can relate to. we can take the lead in facilitating a real-time discussion about advertising effectiveness and help clients make the right decisions that lead to advertising. as competition escalates on a global scale. McCann AdWorks As the last stage of the Road Map to Effective Advertising™ service. We believe that. direct marketing or other marketing communication work that produces great marketplace results at the earliest stages of creative development. benefits. working and creating as a team. whether the Brand Footprint™ is understood and if the campaign is entertaining. cutting-edge products.. MOMENTUM EXPERIENTIAL MARKETING PLATFORM Today. McCann AdWorks™ is designed to help us understand whether we have communicated the Selling Idea we set out to communicate. educated and challenged. a market situation. 51 . Unlike many traditional strategy briefs that are formulaic. McCann AdWorks™ tool ensures more effective marketing communications by providing feedback from consumers to a proposed campaign expression of the Selling Idea. What they want are breakthrough service offerings. marketers understand that consumers are living human beings with experiential needs: consumers want to be stimulated. the McCann Selling Strategy™ is a dynamic and living process. The McCann Road Map service of proprietary tools has proven valuable to a range of McCann-Erickson WorldGroup clients around the world. connect with and incorporate into their lifestyles.The McCann Selling Strategy™ uncovers the motivations of conceptual target audiences and results in a strategic concept that pinpoints a Selling Idea.

and prevention against heart attacks. doctor recommended. Trained to think of marketing and branding in terms of experiences. Momentum Experiential Marketing™ Services create unique.The degree to which a company is able to deliver a desirable consumer experience .will largely determine its success in the global marketplace in the future. For example. Specifically it embodies: • What the brand "means". The Brand Footprint™ is Momentum's unique tool for defining a brand's essence. nearly impenetrable emotional bonds with consumers.its reputation across a number of key dimensions. causing high dissatisfaction and high brand switching. These bonds are based on consumers' real experiences with the brand on every interactive level. The Brand Footprint™ is a coherent statement of a brand's meaning and personality. Our strategic approach is guided by a simple formula: Brand = Reputation (in the marketplace) + Promise (to the marketplace) + Experience (of customers) BRAND = REPUTATION (in the marketplace) The first step is to develop a Brand Footprint™. 52 . Bayer means aspirin. we know that companies that spend money on acquiring customers (brand in mind) but fail to deliver on the brand promise (brand in hand) will ultimately fail. Momentum Experiential Marketing™ Services are designed to deliver the brand experience during both the pre-purchase period (brand in mind) and the post-purchase period or consumption period (brand in hand).and use brands to do so . optimal. and cannot be duplicated by competitors. MOMENTUM EXPERIENTIAL MARKETING SERVICES The ultimate goal of Momentum Experiential Marketing™ is to create holistic brand experiences for customers. What the brand "means" is what a brand gets credit for in the eyes of consumers . At Momentum. STRATEGIC APPROACH TO DEVELOPING THE BRAND EXPERIENCE Our goal is to have the brand embody an experience that is valuable.

and then develop marketing communications to fit with the image they are trying to portray. For example. More than anything. and experience that will be sought after time and time again. An experience involves the entire living being and can be infused into a product. A Brand Promise sets forth the foundation needed for organizations to focus in on how they want the external world to view the brand. nonduplicable point of differentiation in the marketplace. It encompasses how the company views its industry today and tomorrow and the role they want their brand to play in it.g. At Momentum. this understanding allows us to build meaningful relationships with consumers. BRAND = PROMISE (to the marketplace) The Brand Footprint™ provides critical insight into how the brand is perceived in the marketplace. meaningful and memorable . a company's long-term ambition for their brand. Bayer is experienced. they are based upon the daily explicit and implicit interactions that people have with a brand.• What the brand "is". emotionally. In other words. we know that public impressions of brands are based only in part on communication and public images. The relationship is a promise that their experience with the brand will be personally relevant. consistent. 53 . used to enhance a service. A comprehensive set of Momentum Experiential Marketing™ Service Drivers creates the optimal consumer brand experience for your product or company.generally those that correspond to its principal meanings. or created as an entity into itself. Experiences provide consumers a way to engage physically. as provided by marketing efforts before and after purchase). What the brand "is" is how we would describe the brand's dominant personality traits . mentally. A Brand Promise is essentially a reason for being. redesign operations and strategies in order to deliver on the promise. BRAND = EXPERIENCE (of customers) Experiences are personal events that occur in response to some stimulation (e. the Experience. A Brand Promise incorporates every aspect of a brand's business model in order to create a holistic brand experience for the consumer. safe. It seeks to carve out a premium. socially or spiritually in the consumption of the product or service making the interaction meaningful and real.

Relate the brand to the consumer in unique.Brand Promise. Realize the promise in every interaction the consumer has with the brand . to effectively develop a brand experience that is meaningful and continually sought after. we must: • • • Fully understand the meaning of the brand.Brand Footprint. creating a non-duplicable point of differentiation . consistent.The Experience. relevant and meaningful ways. Developing a sound strategy will allow us to determine the best way to actualize the promise as part of a full-scale consumer experience platform. its personality and what consumers are willing to give the brand credit for in the marketplace .Momentum Experiential Marketing™ Service Drivers . Momentum Experiential Marketing™ Services enable us to bring the experience platform to life. Communications Advertising Promotions Co-Branding Events Sponsorships Product Placement Visual/Verbal Identity Name Logos and Signage Product Presence Product Design Packaging Brand Icons Web Sites and Electronic Media Site Dynamics In summary. Brand Citizenship Why the Brand Citizenship Service was created: 54 .

55 . Brand Citizenship™ utilizes the very latest thinking in considering the brand in its new environment. It begins with the development of new mindset tools. our Brand Citizenship™ Service will become even more valuable in the future. They cross borders and national culture at will. This process is broken down into three key areas .someone we come to consider more akin to a leader of a nation rather than a manager of a product. and practices before moving on to how brands and corporations should operate in a world where brands begin to supercede states and other organizations. Brand Citizenship™ is a service that facilitates the development of marketing and communications strategies in this ever more global constituency led market environment. and the means and methods to enter a dialogue with the citizen. McCann-Erickson WorldGroup recognize that there has been a sea change in the perception of brands. lifestyles and beliefs. The Brand Citizenship™ Service has proven valuable to a range of McCann-Erickson WorldGroup clients around the world. communications corridors and a pervasive worldwide system. these global icons. The role of the brand steward in worldwide constituency management is examined: in particular how he identifies his citizenship. The Brand Citizenship™ Service incorporates the use of other McCann-Erickson proprietary tools such as The Brand Footprint™ and The Selling Strategy™ (as detailed in The Roadmap to Effective Communications™) in the process of managing global Brand Citizenships. Attention is also given to the role of the employee who plays a vital part in Brand Citizenship™ by creating and perpetuating the brand.Due to the revolution in global communications and commerce. have become the new symbols. We believe that in the increasingly competitive global village in which we operate. the new coats of arms that represent vast global constituents.citizenship definition tools. values and point of view that transcend all traditional boundaries. They are neither products nor companies. They have become repositories and symbols of a global community of individuals who share core values. Analogies are drawn from the past in order to gain fresh insight on the role and the responsibilities of the brand steward . they are worldwide constituencies of millions around the globe bound by common beliefs. Brands.

Mudra and Leo Burnett but also has a huge potential for the future. Mc Cann Erickson stands 4th amongst all advertising agencies worldwide. Santosh Doshi. 3) On the creative ability front. billing procedures. market recognition. Its executives are its major assets as is clear from their contributions to Mc Cann and their portfolios. Mc Cann Erickson bags third position in the list of top ten advertising agencies. overall partnership. management of financial dealings with clients &logistics. 5) Mc Cann Erickson is a highly professionally managed organization. Prasoon Joshi and Chintamani Rao. media. an overall basis i. 2) Also. on the grounds of quality of client servicing.e. earlier creative director of O&M‟s Mumbai Office. 7) Mc Cann Erickson‟s biggest strength is the quality of human resources it possesses. Mc Cann not only races ahead of agencies like Contract . WEAKNESSES:- 56 . as far as overall account planning ability .SWOT ANALYSIS:STRENGTHS:1) Planning is a major strength of this agency. he has managed to upstage a number of heavyweights to sit pretty at number two on the list of most admired creative directors. 6) In India. account planning. Mc Cann Erickson has aggressively tapped the world market and consolidated its ground in all spheres. Prasoon Joshi. This is because Mc Cann is the only agency whose president is the planner. With people like Sorab Mistry who is the CEO South-Asia Mc CannErickson . Mc Cann stands 4th in the list of Top 20 agencies. now a national creative director of Mc Cann Erickson is the second amongst India‟s hottest creative directors. overall creative quality. 4) Mc Cann Erickson is a worldwide organization with its roots firmly penetrated into the soils of advertising and marketing with many subsidiaries and group concerns . overall organization/people. In a short period of time.

3) As far as media planning is concerned. McCann is in a very strong position to fruitfully tap the resources unique to every country and also make an optimum exploitation of the conditions and the environment prevailing in each of these nations. 3) Empowered with a worldwide reputation. This can be utilized by the organization in overcoming its above-mentioned weaknesses to a greater extent.In terms of market recognition also. it is also capable of recruiting some of the best people in the industry on whose individual strengths it can continue to remain a world-leader and a trail-blazer in this field. On grounds of client servicing. That is to say. being an organization of international repute. It‟s on the 9th position and just followed by R K Swamy .e. buying media. it is mainly due to the strength of its Coke campaign and to a lesser extent the work on chlormint. 2) Also. having its branches in many parts of the world. Besides.R 4) Universal McCann also lags behind most of its competitors in media buying and planning. Mc Cann is not very commanding. With international tie-ups and subsidiaries in every nook and corner of the world. though McCann bags the third position on grounds of creative ability. O&M.1) Client Servicing is a major weakness for Mc Cann Erickson. universal McCann is not very strong. research and development. 2) McCann is empowered with professionals having diversified experience and skills in the field of advertising and marketing. it does not incur much of an expenditure on advertising i. THREATS :- 57 . OPPORTUNITIES :1) McCann Erickson is a worldwide organization . Lowe &Mudra. McCann Erickson hasn‟t bagged too many awards and it‟s also not very strong at managing its P. Mc Cann is the 5th position in the list of 15 advertising agencies. way behind agencies like JWT. McCann is also capable of diversifying into other sectors of advertising and marketing and also other forms of media.

Mudra was the largest Indian advertising agency And today. This is because of the fact that most of the other organisations who are close competitors of McCann have already improvised on their client-servicing abilities. 7. Mudra had one client . the other ad campaigns of McCann have lacked creativity.Vimal and a 500sq. McCann has to concentrate on its creativity.8 billion And a portfolio of some of India‟s best brands And Agency of the Year awards six times And if its words are not enough. Barring a few clients like Coke and Chlormint. Mudra have 125 clients nationwide And 3 agencies. It has to improve a lot on this aspect to survive the competition. no guardian angels showering of blessings In 1980. Mudra really is not sure if it made the advertising fraternity sit up and take notice But others definitely did which explains how nine years hence.1) If McCann does not improve its client-servicing. 8 offices and 6 divisions in India and an equity partnership with DDB Worldwide And a capitalised billing of Rs. then it can prove to a major threat in the growth of the organization. here are a few from its clients 58 .ft. ADVERTISING AGENCY # 5 MUDRA HISTORY It was a rather humble beginning . It has still to improve a lot on its creative abilities. 2) McCann‟s poularity is mainly due to some of its successful campaigns.No thunder. So in order to remain in the top frame. Office Its objective was very simple To create the best contemporary advertising which Mudra did. 23 years hence. 3) Lack of proper media planning is also a major threat for McCann. no lightning.

MD McDonald‟s Hardcastle Restaurants. Every brand has a baseline. success is what they keep going for” PIONEERS IN ADVERTISING INDUSTRY In an industry that sets trends.” -Amit Jatia. to be a trendsetter is no mean achievement. Spirit Every brand has a descriptor. Here are some of the examples : • • It was Mudra that first gave India double spread colour ads It was Mudra that first sponsored commercial telecast of a major sporting event with the India-West Indies series of 1983 59 . To the extent that if it is something new. by Indians Success is Mudra‟s Oxygen It is constant discontent and craving that has taken Mudra where they are It has forced them to continually raise their own benchmarks thereby helping them stay ahead of the competition. Yet. And being in the business of creating them makes Mudra eligible for four Made in India Mudra was created by a group of individuals whose only credentials were being Indian and knowing India Together they took India to the Indian and went on to become the largest Indian advertising agency Mudra (starting with the name) is made in India. for India. Mudra has set trend after trend. That treats its products as their product and whose people will work as if they‟re working in its organization. that cannot be called an agency. “Success is what keeps them going. CMD Rasna Enterprises Ltd. in the 23 years of its existence. “They‟re completely involved in the brand. Mudra is somewhere in the picture.“If you‟re looking for an agency that can be part of hits own team. They take an active role and see them as a partner. That is Mudra.” -Piruz Khambatta. but is a part of its family. there‟s only one agency.

Media relations. `Reliance Khazana' It was Mudra that made India's first telefilm. Mumbai and Bangalore with access to human resources and infrastructure in Ahmedabad. Chandigarh. Horizons handle the Public Relations activity not only for some of Mudra's clients but for a large number of other corporates as well. Chennai. sponsorships. MICA It was Mudra that gave India its first transnational agency. brand communications. And having worked with a range of clients gives Horizons the experience to handle projects of any kind and magnitude. Jaipur and Pune Horizons is an affiliate of Porter Novelli International the world's third largest PR network spread across 40 countries worldwide. corporate communications. Krishnamurthy :60 . Calcutta. Hyderabad. Mudra International It is Mudra that gave India her first advertising archives. `Janam' It was Mudra that gave Doordarshan `Rajani". event management. Currently. the MAGIndia The Mudra DIVISIONS OF MUDRA DIVISION PROFILE Public Relations: Horizons Horizons is Mudra‟s PR division. Indore. Over the past ten years.• • • • • • It was Mudra that first branded a public issue. Founder A.G. Activities include communications strategy. Horizons has been instrumental in helping clients from various industries enter the Indian market. the serial that heralded a new consumer awareness in India It was Mudra that gave India its first academy for advertising Institute of Communications. it has three full service offices in Delhi. Employee communication and Crisis management.

a 125 clients In „91. Vimal The chain he set up today has a 125 links.G. a little bit of the Gujarati‟s entrepreneurial spirit has rubbed off on him May be such things do happen Shri Krishnamurthy started with 1 brand. Ahmedabad (MICA). his being chosen as the Ad Person of the Year by A&M. This is where the story begins: Once he said that as a result of all the years he spent in Ahmedabad. he was inducted into the Calcutta Ad Club‟s Hall of Fame In „98. G Krishnamurthy‟s teachers saw that their student would go on To make advertising history In „68. India‟s leading marketing journal In „97. Shri A G Krishnamurthy retired on 31st March 2003 LIST OF AWARDS Mudra has collected many accolades over the years including the "Agency of the Year" award for 6 years besides the induction of Shri A. 1942 at Vinukonda in Andhra Pradesh would go on to achieve nor whether Shri A. 61 . he founded Mudra Communications. the only advertising school of its kind in Asia A couple of years later came Mudra International.Krishnamurthy (CMD) into the Calcutta Ad Club Hall of Fame. 1980. again the first time an Indian agency had opened shop abroad In „95 Shri Krishnamurthy was nominated Advertising Person of the Year by A&M. moved to their advertising agency.We are not really sure whether the local astrologer saw what the boy born on the 28th of April. the British magazine „Media International‟ nominated Shri Krishnamurthy as one of the 25 key figures in the international advertising industry In „99 he was awarded the AAAI-Premnarayen Award in recognition of „his pioneering spirit and entrepreneurial vision‟ After an eventful stint spanning 23 years as Chairman and Managing Director of Mudra. on 25th March. Shilpi Advertising In „76 he moved to Reliance Industries as their advertising manager Four years later. he joined Calico Mills in Ahmedabad and in „72. he created the Mudra Institute of Communications.

G.The Pioneer Hall of Fame (A.Krishnamurthy as one of the 25 key figures of the international advertising industry 1999 | Total awards 60 AAAI . USA 2002 | Total awards 27 (36 Awards of MAG) (16 Awards of MAG) (7 Gold Awards) (2 Awards of MAG) MAJOR CLIENTS Product/Service Category Adhesives Air Coolers Airline Anti-Infective – Prickly Heat 62 Brand Name Client Name Jubilant Symphony Air India ItchGuard DermiCool Vam Organics Symphony Ltd. Air India Paras Pharmaceuticals Ltd.G. Krishnamurthy in recognition of his pioneering spirit and entrepreneurial vision 2000 | Total awards 72 2001 | Total awards 50 Creativity 31.his nomination as "one of the 25 key figures of the international Ad Industry" in 1998 by British Magazine .Krishnamurthy) .Media International. and the AAAI-Premnarayen Award in recognition of his pioneering spirit and entrepreneurial vision 1993 | Total awards 55 1994 | Total awards 52 1995 | Total awards 84 Agency of the Year .Delhi Ad Club A.Premnarayen Award Agency of the Year .Krishnamurthy) .G.Calcutta Ad Club 1998 | Total awards 87 The British magazine "Media International" nominated A.Bangalore Ad Club 1) Agency of the Year . .A&M 1996 | Total awards 90 1997 | Total awards 67 Agency of the Year .A&M Agency of the Year .A&M 2) Advertising Person of the Year (A.Calcutta Ad Club Agency of the Year .G.

direct marketing and other international advertising and marketing inputs But the theme that binds them together is their definition of advertising.Heel Krack SR Care Antiseptic Lotion Automobile Dealers BoroSoft Popular Paras Pharmaceuticals Ltd. Paras Pharmaceuticals Ltd. 63 .This they did by never losing sight of the three factors that have contributed to our effectiveness . was the combination in 1992 of two Mudra Group companies. impact and focus. Interact and Vision.D. it is Interact Vision This tradition has helped shape its characterThe agency does not just take on an account It adopts the business sharing the burdens. the interactions have led to a better creative product and a better understanding of product categories It is this spirit of trying to be the best at everything one does that today binds Mudra and DDB together INTERACT VISION: Interact Vision Advertising and Marketing (P) Ltd. responsibilities. DIVISIONS D. experience and determination to set standards for the profession . Today.relevance. media modelling. the Interact Vision portfolio includes several multinationals as well. Popular Vehicles & Services Ltd. If there is anyone today who can claim to be as close to India and Indian values as Mudra is.Antiseptic Creams . Mudra decided to collaborate with an international agency an agency with the vision. Over the years. At Interact-Vision.B PROFILE: In 1988. part of the Omnicom Group. and Return on Inves”ent (ROI) as their colleagues at DDB see it. This affiliation gives them access to the best creative product. The concept of the Third Dimension as they put it. the stress has always been on effectiveness .That agency was DDB Worldwide. latest information technology. rewards and disappoin”ents.

Mudra started with a modest turnover of Rs.30 lakh in the first year of operation The first few years indicated a placid growth rate of 25% From 1985 onwards. turnover accelerated at a furious pace 64 .In 1980.

Learning & Change Mr. G. Prabir Purkayashta New Initiative Mr. R. Dilip Upadhyaya Branches Kolkata CFO – Hemant Mishra Director – Amritendu Roy Mumbai President – Jude Fernandes Bangalore & Chennai Vice President – S.Managing Director & Chief Executive Officer Mr. Vice President Mr. Madhukar Kamath Executive Director & Chief Creative Officer Mr. Radhakrishnan Branch Director – Ashok Vidyasagar Hyderabad / Kochi Vice President – Mr. Lakshminarayanan Total Branding (South) Mr. Alan D‟Souza Executive Director & Head Leadership. Bal Deshpande Manager – Mr. Chandan Nath 65 . Serenity AhmedaBad Exe.

A COMPARATIVE STUDY S. the office-bearers are professional people having an academic background in the field of management or marketing 7 Quality of human resource The top level of management does not comprise of people who are from the field of adveritising or who are having some sort of an experience. it consists of professional people as is reflected in the approach and the decisionmaking activities of . Basis Name of the agency Xebec 1 Does the agency conduct a SWOT Analysis of its clients i. No. whether it assesses the strengths. As far as the top level of management is concerned. weaknesses of its clients and whether it makes an assessment of the level of knowledge possessed by its client pertaining to the field of advertising Does the agency have any international tie-ups National Agencies Mudra Canco International Agencies Carat McCann Ercikson Yes Yes Yes Yes Yes 2 No No No This is an international agency with subsidiaries all over the world Mostly the clients are multinational Large Yes Electronic This is an international agency with subsidiaries all over the world Mostly the clients are multinational Large No There is no such one media in which this agency specialises As far as the top level of management is concerned. it consists of professional people as is reflected in the approach and the decisionmaking activities of the agency. it consists of professional people as is reflected in the approach and the decisionmaking activities of 66 As far as the top level of management is concerned.SWOT ANALYSIS OF ADVERTISING AGENCIES .e. The founders of 3 4 5 6 Does the agency enjoy patronage from any multinational clients ? Scope of operations Does the agency specialise in any one type of media ? Media in which the agencies specialise Yes Yes No Medium Yes Print Large Yes Print Medium No There is no such one media in which this agency specialises As far as the top level of management is concerned.

Decentralised Mostly international Broad based . personal visits etc. Every type of customer from individuals to corporates. Mostly corporates The agency believes in making its operations transparent as is quite evident form the fact that a lot of information can be obtained by any one from various sources like websites. the agency has given plenty of information about its operations on websites etc. the number of people in the top level who have the decisionmaking authority are too few and the line staff is relatively much the agency 8 9 Decision-making Area of operation 10 Clientele base Largely centralised Local as well as international Broad based Decentralised Local as well as international Broad based Largely centralised Local Decentralised Mostly international Broad based this agency were themselves men of dignified stature. However. it is practically difficult for a small prospective customer to hunch out for them Mostly corporates Mostly corporates 13 Whether the agency has engaged the services of any celebrities for endorsement of its clients' products and services ? Yes Yes No No information available No information available 67 . the agency has given plenty of information about its operations on websites etc. it is practically difficult for a small prospective customer to hunch out for them Not broad based Although the agency has not created any website (which is presently under development) being a local and a smallsized agency it is possible for local and medium-sized prospective customers to avail of its services. they don't have that proper academic background the agency and having an experience in this field. It is basically because of the foot-work of these founders on which the successors have tread and led the agency to great heights of name and fame.Though they may be wellgroomed in their decisionmaking abilities and framing of policies. throughout the world Though. Mostly corporates Though. personified background and dynamic entrepreneurs. 11 Transparency operations of 12 Types of customers catered to The agency believes in making its operations transparent as is quite evident form the fact that a lot of information can be obtained by any one from various sources like websites. personal visits etc.

In lakhs) (2001) 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 JWT O&M Mudra FCB-Ulka Rediffusion DY & R McCann-Erickson India Ltd.4 6183. SSC & B Lintas Publicis Quadrant 68 20743 12587.1 3209.2 2180 2107.6 1148 1120 1108.9 1329. Ltd.9 4250 3759. Contract Euro .8 3060 2928. AGENCY GROSS INCOME (Rs.No. Ltd.4 10696 8648.2 2076.4 2676 2665.6 4415. R K Swamy / BBDO Advertising Grey Worldwide (I) Pvt. Ltd.1 985.8 . Saatchi & Saatchi TBWA Anthem Everest Madison Communications P.COMPARISON BETWEEN GROSS INCOME OF TOP 25 AGENCIES S. Ambience D'Arcy Bates India Percept Advertising Ltd.RSCG Pressman Advertising MAA IB&W Communications Triton Communications Pvt.8 1438.7 2186. Leo Burnett India Pvt.Ltd.4 7520.6 1599.

No surprise there.Ltd. since it was always done by gross income . The magazine has made a shift in the reporting emphasis following change in accounting policies of many agencies. SSC & B Lintas FCB-Ulka Bates India Quadrant Contract JWT O&M Mudra Everest Publicis MAA .83 per cent for 1999-00. given that the ad industry growth rate is typically four times the economic growth.21000 20000 19000 18000 17000 16000 15000 14000 13000 12000 11000 10000 9000 8000 7000 6000 5000 4000 3000 2000 1000 0 COMPARITIVE STUDY Grey Worldwide (I) Pvt. in any country (though India had a higher ration during the mid-1990's boom).51 per cent. R K Swamy / BBDO Advertising McCann-Erickson India Ltd. Pressman Advertising ADVERTISING AGENCIES Growth of Advertising Agencies : The XIIth Agency Report of A&M magazine makes the remarkable disclosure that the ad industry remained steady in 2000-01. only slightly less than the XIth Agency Report's figure of 24. Ltd.RSCG Madison Communications P. Saatchi & Saatchi Triton Communications Pvt. Ltd. with a growth figure of 23. Ltd. AGENCY IB&W Communications Rediffusion DY & R Euro . from capitalised billings earlier to gross income.which is 69 Percept Advertising Ltd. Ambience D'Arcy TBWA Anthem Leo Burnett India Pvt. "This makes no difference to the agency ranking.

the industry figure for 2000-01 stands at Rs 85. In the globalisation era. O&M. Equus and Rediffusion DY&R) that it has a 34. But it does influence the way we speak of the industry's size.066. big agencies have found it impossible to survive without any foreign partnership. MX.7 per cent share of the Indian ad pie in 2000-01 with five participating agencies in this year's report.Bates. the Top 5 participating agencies this year. Though Indian agencies have no real cause to rejoice as growth may not be anything compared to the advertising exuberance of the mid-1990s when growth peaked at 49." the survey said.67). 13 agencies have reported negative growth . Siddhartha. account for 47. • In rupee terms. HTA.Impulse. That's the power of globally-networked advertising agencies still the biggest force of change in Indian advertising. the magazine noted while releasing the survey report 70 . Mudra. Interact Vision.60 million for 2000-01.325. the Gross Income of the Top 100 agencies stands at Rs 12. Elegant. Wide Reach and TAS Vision. • WPP Group has penetrated India so well (with HTA. Triple ESS and RMG.the audit-certified figure that agencies submit to A&M. Fortune. TV ADS.comm. • More than half the Top 100 agencies (62) have grown between 0 and 40 per cent. Thumbprint. • • In terms of Capitalised Billings (Gross Income multiplied by 6. Crescent. Brand. as compared to their total of Rs 10. The Havas umbrella seems to have worked some wonders.51 million.81 million in 19992000. Avishkar. FCBUlka and Rediffusion DY&R (Lowe Lintas opted not to participate). Rashtriya. Together. Contract. a decade after the market was thrown open to foreign inves”ent. which jumps from No 44 to No 17. Quiksel. but it is good by global standards. Shells. Capital.2 per cent of the Top 100's total Gross Income. Batha. Eight agencies have growth rates above 100 per cent . • The big surprise comes from Moulis Euro RSCG. • Of the Top 100. National.5 per cent in 1994-95. O&M.753.

Top 20 Advertising Agencies RANK 1999-00 1 2 3 4 5 6 7 8 9 11 15 10 12 13 16 18 44 -17 19 2000-01 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Hindustan Thompson Associates Ltd Ogilvy & Mather Pvt Ltd Mudra Communications FCB-Ulka Advertising Ltd Rediffusion-DY&R McCann Erickson (India) Ltd R K Swamy/BBDO Advertising Pvt Ltd Grey Worldwide (I) Pvt Ltd Leo Burnett India Pvt Ltd Contract Advertising (India) Ltd Euro RSCG Advertising Pvt Ltd* Pressman Advertising & Marketing Ltd MAA iB&W Communications Pvt Ltd Triton Communications Pvt Ltd Ambience D'Arcy Advertising Pvt Ltd Moulis Euro RSCG Advertising Service Pvt Ltd Bates India Percept Advertising Ltd Saatchi & Saatchi Ltd AGENCY 71 .

98 -5.36 64.08 131.22 222.93 85.32 146.53 88.01 -5.58 213.60 10.73 61.48 COMPANY YR.16 13.46 118.52 30.63 13.94 36.59 26.96 183.29 85.54 71.mind-advertising.15 79.62 34.30 -0.03 106. ENDING AD SPEND CHANGE OVER PRVS YEAR (%) Source : www.56 61.h” 72 .71 70.94 102.57 8.20 85.82 77.4 128.16 10.12 61.75 30.55 47.89 69.96 21.Top 20 Advertising Spenders RANK 1999-00 1 2 3 4 -5 6 7 --9 8 12 -14 25 10 -17 -2000-01 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Hindustan Lever Colgate-Palmolive India ITC Dabur India LG Electronics India Nestle India McDowell & Co Bajaj Auto Maruti Udyog Herbertsons Britannia Industries Godfrey Phillips India Marico Industries Godrej Industries Telco SKB Consumer Healthcare Tata Tea Hyundai Motor India Hero Honda Motors Reckitt Benckiser India Dec 2000 Mar 2001 Mar 2001 Mar 2001 Dec 2000 Dec 2000 Mar 2000 Mar 2001 Mar 2000 Mar 2000 Mar 2001 Mar 2000 Mar 2001 Mar 2001 Mar 2001 Dec 2000 Mar 2001 Mar 2000 Mar 2001 Dec 2000 696.39 13.

Agencies Ranking ( on the basis of services offered) Agency Ranks (On the basis of) Creativity Ability O&M Lowe McCann-Erickson Contract JWT Mudra Leo Burnett Publicis Ambience Enterprise Nexus Rediffusion DY & R FCB-Ulka Grey Worldwide R K Swamy BBDO Bates Euro RSCG 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 Client Servicing 2 3 5 6 1 4 9 15 14 8 7 10 11 12 13 Account Planning Ability 2 3 4 6 1 7 8 15 11 10 5 13 12 9 14 On the basis of topography West O&M Lowe JWT / HTA Contract McCann Leo Burnett FCB .Ulka 1 2 3 4 5 6 7 73 North 1 3 2 6 4 8 7 East 1 3 2 5 9 NA* NA* .

1 million Major Advertisers by Region 2001 Top 10 Multinational Advertising Agencies (Ad Age Intnl. BBDO Worldwide. Worldwide advertising expenditure US$ 3. Worldwide gross income: US$1611.005. J. Worldwide gross income: US$2..214. 2002) 1. DDB Needham. Grey.5 million 10. Nestle SA. McCann-Erickson. Worldwide advertising expenditure US$1.857. April 2002) 1. Worldwide gross income: US$1.309 million 5. Unilever. Euro RSCG: Worldwide gross income: US$1. Worldwide gross income: US$1.9 million 3.9 million 3. Worldwide advertising expenditure US$2099. Worldwide advertising expenditure US$2.5 million 4.078.4 million 9.Mudra Publicis Ambience Grey Worldwide Rediffusion DY & R Bates India Saatchi & Saatchi * NA = Not Available 8 9 10 NA* NA* NA* 5 NA* 10 9 NA* NA* 6 NA* NA* 7 4 10 2001 Top 10 Multinational Advertisers (Ad Age International Nov 11. Ogilvy & Mather.934.321 million 7. Worldwide advertising expenditure US$3.213 million 6.820. Toyota Motor Corp.8 million 7. Worldwide advertising expenditure US$2.3 million 74 . Worldwide gross income: US$1. Worldwide gross income: US$1.135.441.835. Dentsu.028.798.1 million 2. Worldwide advertising expenditure US$3. Philip Morris.072.1 million 2.2 million 6.536. Walter Thompson. Worldwide gross income: US$1.1 million 5. AOL Time Warner. Worldwide gross income: US$1. General Motors Corp.7 million 4. Procter & Gamble Co. Worldwide advertising expenditure US$1. Ford Motor Co. Volkswagen Worldwide advertising expenditure US$1794.6 million 8.6 million 8.3 million 9. Leo Burnett. Daimler Chrysler Worldwide advertising expenditure US$1.

Name of the Agency Worldwide Gross Income (Rs.7 1536.4 1072.10.066 million COMPARISON OF AGENCIES ON THE BASIS OF WORLDWIDE GROSS INCOME S.1 1441.6 1135. Worldwide gross income: US$1. In millions) 2078. Walter Thompson 5 Euro RSCG 6 Grey 7 DDB Needham 8 Ogilvy & Mather 9 Leo Burnett 10 Publicis Worldwide Gross Income 2100 2000 1900 1800 1700 1600 1500 1400 1300 1200 1100 1000 900 800 700 600 500 400 300 200 100 0 Gross Income J.9 1611.1 1857.No. Publicis Worldwide. Walter Thompson Grey DDB Needham Ogilvy & Mather Dentsu Euro RSCG McCannErickson 1 2 3 4 5 6 7 8 9 10 Name of the Agency 75 Publicis Leo Burnett BBDO .2 1321 1214.3 1066 1 Dentsu 2 McCann-Erickson 3 BBDO 4 J.

1994.1998.1996.1987.of Agencies 591 620 651 702 718 741 750 757 Growth of Advertising Agencies 800 700 600 500 No.1979.1983.1995.199940 50 60 70 80 84 88 91 92 93 94 95 96 97 98 99 2000 Years 76 .1992.1997.1993. of Agencies 400 300 200 100 0 1939.1949.1959.GROWTH OF ADVERTISING AGENCIES Year 1939-40 1949-50 1959-60 1969-70 1979-80 1983-84 1987-88 1990-91 1991-92 No.1990.of Agencies 14 61 74 108 168 310 460 568 588 Year 1992-93 1993-94 1994-95 1995-96 1996-97 1997-98 1998-99 1999-2000 No.1991.1969.

5) Products and services should be made to pass through several tests before they are put to display. games are played and the poor customer is made the scapegoat. In an attempt to be fiercer and outsmart the competitor‟s. Also a SWOT analysis of the product or the service to be advertised should be made. 3) There should be certain standardization of fees and benchmarks should be laid down for the advertisements that are put on display on our minds. 2) Agencies must be made to contribute a fixed percentage of their gross incomes for advocating social cause. This will also help agency earn a very good patronage and maximize customer loyalty. Though big agencies cater to the needs of the elite. they should also be available to the less deprived ones too. Code of conduct is restricted to paper. the reality is different and darker than it appears. In view of the current scenario and with a vision of the future. Education and knowledge should be spread through these agencies in the form of advertisements. vieworship. 77 . the one who slays survives. 6) After sales-service should be improved and customers should be spontaneously attended to in times of dissatisfaction and appeal. in aspects of quality. Feelings should not be encashed and emotions should not be auctioned. In a bid to conquer the world. It‟s a jungle out here. We may find agencies doing some honest business but the names are few and heard once in a blue moon.SUGGESTIONS AND RECOMMENDATIONS The world of advertising and advertising agencies has experienced a revolution. today the agencies don‟t spare a second thought in going to any heights. There have been recent cases of agencies making misuse of situations of immense tension and riots in propoganding their product in a bid to rake in a big fortune. 4) They should improve their accessibility and transparency. They can win the game by winning the customers. we have seen many a agency becoming Alexander. Quality is compromised. the following recommendations can be cited:1) Agencies should accept more social responsibilities and endeavor towards their maximum fulfillment.

78 . 8) Outsmarting competitors in a bid to capture the market at the cost of quality and customer well-being should be replaced by healthy competition and a humane touch. 9) Co-operation should be provided at all levels and accessibility even to the master minds should be improved for better management and better relationships.7) Services provided should be diversified and new avenues should be tapped for own growth and for providing better service to everyone.

CONCLUSION From the study presented hereinabove. glamourous and appealing and so is the fantasyland created on our minds by the advertising agencies. They have enlightened the entire country. Their manouverability. we have seen king-size ones who make it to the Cannes every year. The aim is the same. Just as every coin has two sides and every person has two faces. Although for these professional-to-the-core agencies. helped in the economic and commercial development.of products. It's only because of these advertising agencies that we are subject to mind-boggling bombardment of commercials and advertisements. bodies and souls. industrial and commercial development but has also given a new makeover to our static lifestyles. These advertising agencies have doubtlessly opened many new paraphernalias and made the wind of revolution blow on our continent. Whatever may be the unity in diversity. They are all preparing the same dish to satisfy guests like us but their recipe is unique. variance in their aggressiveness and intensities and relativity in their positions. then we are so empowered due to the powerful impact of the medias on our minds. the game is different. some dark horses and some aggressive lions. This bombardment has not only increased the level of awareness amongst us but also the stupendous technological. a fair and a dark one. unfolded a red carpet for new 79 . its nothing but a mint. enthusiastic. services and people. made the life of an ordinary laymen extraordinary. The mission is the same. The goal is the same. the perspective is different. Just like food without salt is indelible. Revolution resulting into evolution --. If knowledge is power. a day in one's life without an exposure to some new advertisement is unbelievable. the world of advertising is very much flambouyant. though the blood running in their veins is the same. their brains are unique thinktanks. the ball is different. All that glitters is not gold and all that is unrequired is also sold. we come to know many faces of the multifaceted world of advertising agencies. strengths and their intrinsic weaknesses posing obstacles in their journey to the sky all vary drastically and understandably. vulnerability to threats. opportunities.with uniqueness in its modus operandi. Each and every agency is a world in its own ----. From agencies catering to the needs of localised with a modest level of infrastructure and human resources. the vision is different and the objective is the same. for us its a revolution. so do these agencies. raised the standard of living.

Well. the consumer is made a dumping ground where even garbage is covered by garland for easy dumping. it is certain that many injurious products are also publicised as items of harmless consumption and the buyer is an easy prey to the bombardment of sophisticated publicity. The agencies make use of super-humans in the field of cricket.What is required of these agencies is to unearth the deeply buried ethics and codes of conduct under the burden of over-professionalism. however. hypnotising impact on nerve cells. no profit can last on dissatisfaction and denudation of consumer and his welfare. others call it over-materialism but then we all know that today everything is fair in love. The books propose. Though profits are the key benchmarks for every company. war and advertising. Why is it so? Some call it over-professionalism. the common layman always gets the maximum benefit since he is responsible for the bread and butter of these agencies. Every agency wants to pull down the other to make it to the top. imagination. Too late to realise the fact (or is it ?) and too late to affect the producers' and marketers' images. T. 80 . And every damage to health and peace is backed by the sincerest of the justifications and the most convincing demonstrations churned out from the advertising gurus' brain factories.ideas.. in this cat-race and times of cut-throat competition. Well. the crooks dispose. Take the incident-of-the-day case of soft drinks like Coke and Pepsi... buttonless shirts are immediately discarded. "A stitch in timesaves nine" and "it is never too late to mend".V. in an attempt to scale the highest peak. and ethical is considered as impractical. innovations and qualitative sophistication but then they sometimes appear in front of our eyes as skeletons dressed in bridal vein. movies. Brands of multinational giants and advertised so appealingly that they have created an appalling effect. over-materialism and selfish profiteering. sops to endorse the products and services of the companies which may also be of a sub-standard quality for they know that imitation and emulation is in the nerves of every Indian and that glamour always has a mesmerising. It will announce a bright future for producers and advertising agencies that advertise their products and services if they stitch one button before the shirt becomes buttonless. It is a very sorry state of this industry that following ethics is itself unethical today.. Unfortunately.. And . it is also pertinent to note over here the fact that many a time the audience is subject to foul-play.

how is the bifurcation of the budget done  What alternatives are available to a client for placing an advertisement ?  How does a client approach you for placing an advertisement?  Regarding settlements of your charges.  How many clients you have who go for a continuous advertisement package and how many just put it for once ? ORGANISATIONAL STRUCTURE  The top team (name of the directors such as media art production so on)  Give a brief profile of the each of the director .  Location. agency network.  Do you make an assessment of strengths & weaknesses of the clients  If a client uses an ad agency to place its ads in different media. if any?  Number of branches and the location of their subsidiaries  What type of advertising agency (Full service. subsidiary of large agencies. in house agency)? INFORMATION ABOUT CLIENTS  Name your top clients  Cost-Benefit Analysis for the agency as well as for it‟s clients.  Foreign collaboration.ANNEXURE Questionnaire sent to the advertising agencies GENERAL INFORMATION  Name of the agency. specialist agency. such as their experience in the ad agency  Its total staff (organisation chart can be presented) 81 . is it done on a lumpsum basis or in instalments basis or it finally depends on your client‟s convenience. creative boutique.  Date of incorporation.

best campaign. or any other relevant data PROBLEMS FACED What are the types of problems you generally face in this industry ? 82 .MEDIAS FOR CAMPAIGNING  The medias through which you place the ads for the clients  Which is the most widely used media and cost-benefit analysis for placing an ad through that media for the agency as well as for its clients  How do you approach celebrities for endorsing the products/services of your clients  Names of the celebrities who have worked for your agency SERVICES RENDERED  Its various services  Duties and function of ad department INFORMATION ABOUT ACHIEVEMENTS / AWARDS  Awards won if any.

eurorscg. 11.adage.BIBLIOGRAPHY & REFERENCES : www. 5. 10. 6. www. 8.mudra.carat.Takur D The Economic Times Brand Equity INA Handbook 2000-2001 WEBLIOGRAPHY www.Philip Kotler Advertising Management –Amita Shankar Adverting.perceptindia.mind-advertising. 3. 5. 7. Marketing and Sales Management. 4. www. www.htm 83 . www. www. Marketing Management 4. www. www.mind-advertising .

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