NEW DELHI INSTITUTE OF MANAGEMENT ASSIGNMENT ON

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

SUBMITTED TO: BY: Dr. Gajender Sharma

SUBMITTED Deepali Baranwal Roll No: 12 Section: A

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

Lowe 3|Page . JWT follows The agency garnered a total of 120 points and took home the Effie award for the Agency of the Year at the Effies 2009. debuts in the Top 5. The seven parameters were: 1. Starcom holds on to the third rank. 3. 8. with a score of 7. 5. 2 agency last year. partnering with the client. creative ability. has seen some interesting movements. 7. 3. has usurped the No 1 position from the former this year. 2.ranking of media agencies. Ogilvy India was the No. came second after winning the top spot at the Effies 2008. 2. the latter. Ogilvy India JWT India Lowe Lintas Mudra Group Rediffusion Arc Worldwide/Leo Burnett Bates 141 McCann Erickson India Advertising Agency of the Year 2009 Effies 2009: Ogilvy India is the Agency of the Year. has topped the list of agencies ranked by Business Development Ability in the Brand Equity Ad Agency Reckoner 2005. which was placed second last year. The ranking is based on a survey of 437 respondents who were asked to rate agencies at the overall level in the first phase and on seven specified parameters in the second phase.47 out of a possible 10) is ranked the number one advertising agency in India in the Brand Equity Ad Agency Reckoner 2006. The positions were reversed as JWT India. the 18-month-old media services outfit of the Percept Group. and ZenithOptimedia is at No 4. client servicing. 4. 6. however. 6. account planning ability. investment in employees. leadership and business development Ogilvy and Mather India (O and M). Parameters of the survey done by The Economic Times: Ogilvy and Mather (with a composite score of 7. Allied Media debuts in µtop 5 media agency¶ list. though ² Allied Media. 4. 5. Advertising Awards awarded by Effies 2009 The top advertising agencies in India according to the effies awards are: 1. There is a new name at No 5. 7.65 out of a possible 10. Living out the continuing tug-of-war between Madison and Mindshare. with 50 points.

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

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

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

Koi Darr Nahin Strength of Lowe Lintas: Lowe Lintas India is known as the communications group that has turned many small brands into market leaders.internet services) y y y y Compaq (Compaq . The high-value idea evolves from our unique µproblem-biased thinking¶ approach.Hamaara Bajaj Surf Excel . immerse ourselves in it.luggage carrier) Dabur Ayurvedic Specialities Ltd (Nature Cure . Mudra Communications Capitalised billings : Rs 5232.healthcare) Blow Plast Ltd (VIP Skybags . understand it inside-out«and then develop communication solutions for it. Here. 4.Daag Achhe Hain ICICI Prudential .services) Honda Siel Power Products (gensets) Satyam Computer Services Ltd (Satyam .54 million List of Major Clients : y y y y y y y y y y y y y Mahanagar Telephone Nigam Ltd (Corporate) Indian Express (News paper) Mid-Day (website) Global Trust bank (Banking) Indian Tourism Development Corporation (Hotels) Business Standard (Publications) Henkel Spic India (Detergents) Godrej Foods Ahmedabad Electricity Co Ltd (corporate) LIC of India (Insurance .What an Idea! Bajaj Auto .Ayurvedic products) 7|Page . we burrow deep into the client¶s marketing challenge.Jaago Re Idea . Our strength lies in our ability to develop what we call the high-value idea ± an idea that transforms a marketing proposition into an enduring brand asset.y y y y y y y y Camlin The Hindu Godrej Saint-Gobain Tilda UTI Mutual Fund Future Group Ginger Hotels Recent Notable Campaigns y y y y y y Tata Tea .Jeetey Raho Lifebuoy .computers) Cadila Healthcare Ltd (EverYuth .computer software) Satyam Infoway Ltd (Satyam .

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

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