Internship Report on

An Analysis of Digital Marketing Activities of Grey Advertising Bangladesh

Limited

Name: Kazi Yasir Arafath

ID: 1611081
Course: Internship
Course ID: BBA499A
Major & Minor: Marketing &Management Information System

Submitted to: Dr Ziaul Haq Adnan

Senior lecturer, Department of Management, School of Business
Independent University, Bangladesh (IUB)

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 Date: 04.03.2020
Letter of Transmittal

Dr. Ziaul Haq Adnan

Senior Lecturer, Department of Management, School of Business
Independent University, Bangladesh (IUB)

Subject: Submission of Internship report on “An Analysis of Digital Marketing Activities of

Grey Advertising Bangladesh Limited”

Dear Sir,
It is my great pleaser to submit the internship report on “An Analysis of Digital Marketing
Activities of Grey Advertising Bangladesh Limited” that has been assigned to me for the
partial fulfillment of the requirements of BBA Program. I have tried my level best to prepare
this report a presentable shape and make appropriate at informative to fulfill the objectives of
the study. I have enjoyed a lot of time during the preparation of this report. Being a student of
both Marketing & Management Information System, I always felt the significance of having
some practical knowledge of what I have learnt in theory. During my internship, I felt this
need even more as I faced the practical dimensions of the real business world. I am grateful
that you gave me all the support and guidance I needed in this course.

I would like to thank my supervisors Aquib Hossain (Senior Executive), for helping me all
the way of internship and Group Account Director, Abul Bashar, for his important lessons on
different aspects of digital marketing and client servicing. I sincerely believe you will find it
very useful and informative.

Thanking You
Sincerely Yours,

Kazi Yasir Arafath

ID- 1611081

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 School of Business, IUB.

Acknowledgement

First of all, I would like to Thank Almighty Allah for his grace for his grace in accomplishment
my internship report timely. The internship opportunity I had with the Grey Advertising
Bangladesh Limited was a great chance for learning and professional development. Therefore,
I consider myself as a very lucky individual as I was provided with an opportunity to be a part
of it.

I would like to express my gratitude to my honorable academic instructor Dr. Ziaul Haq Adnan
from the core of my heart for his kind support, supervision, instructions and advice and for
motivating me to do this report.

I am also thankful to the whole team of “Grey Advertising Bangladesh Limited” for allowing
me to work with them in the marketing department who have been very supportive and gave
me their valuable time and enough information to successfully make this report.

The experience I have gathered will be privilege for my future career planning. I believe that
this situation has prepared me for taking up new challenging opportunities in future.

Finally, my sincere gratitude goes to Independent University, Bangladesh authority for

arranging this internship program for students. It helps students to do official tasks before
they enter the corporate sector. I have tried my best to complete such a big project in an
efficient manner.

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 Executive Summary

This report presents the work experience on a multinational Marketing agency known as Grey
Advertising Bangladesh Limited (Digital Wing) under Client Servicing Department from January
1, 2020 to March 31, 2020 as a requirement of my BBA program. As being completely new to
the practical and corporate world setting, every hour spent in the Digital Client Servicing gave
me some amount of experience, which is very precious for my career ahead.

Grey Advertising is one of the newest ad agencies as well. Started only in 1996, Grey has been
able to strengthen its market position strongly – thanks to its multinational experience and
‘Global’ approach to business. A Grey Global Group Inc, USA company, Grey has one of the
most exquisite portfolios in the country. The major clients are Grameenphone, The Coca-Cola
Company, Mastercard, Uber, Gain, GSK, New Zealand Dairy, Brac, ACI Limited, Renata Limited
etc. It is worth mentioning that Mastercard, The Coca-Cola Company and GSK are all global
partners of GREY WORLDWIDE. Over the past few years, Grey's managed to prove its worth.
Grey is termed Bangladesh's most respected ad agency.

The objective of this report is to convey my experience on a deeper level and the insight
gathered throughout the internship program's entire phase.

First chapter is mainly about the company’s history, company’s profile, mission, vision,
objectives, departments & services of the firm.

Second chapter is all about the internship experience, job responsibility during the internship
period and the functions of the department. I tried to describe everything in details.

The third chapter is the main chapter and it is about the challenges/problems I faced in the firm
and I tried to analyze the issue with relevant theory. And also addressed some appropriate
recommendation.

In the last chapter, chapter four, I gave a conclusion where I described about my internship and
gave an implication which I could apply in future.

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 Table of Content

Executive Summary ………………………………………………………………………………. iv

Chapter1 ……………………………………………………………………………………………..… 1
1.1 Company profile…………………………………………………………………………….… 1
1.1.1 Vision, Mission, Objective ………………………………………………………….… 2
1.1.2 Service Departments …………………………………………………………………… 2
1.1.3 Details of Services …………………………………………………………………….…. 5
1.1.4 Operation Details ………………………………………………………………………… 6
Chapter 2 ………………………………………………………………………………………….…… 8
2.1 Job Responsibilities …………………………………………………………………….…… 8
2.2 Functions of the Digital Department ………………………………………….……. 9
Chapter 3.…………………………………………………………………………………….……….. 10
3.1 Problems and challenges ………………………………………………………….……… 10
3.2 Analyzing the issue based on theory ………………………………………………... 11
3.3 Recommendation ……………………………………………………………………….…… 12
Chapter 4 ………………………………………………………………………………………………. 14
4.1 Conclusion ……………………………………………………………………………………….. 14
4.2 Implications …………………………………………………………………………………….. 15
Reference ……………………………………………………………………………………………… 16

Appendix A,1 ………………………………………………………………………………………… 17

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 List of figures

1. Diploma Pithar Jnno Valobasha Contest.

17
2. Suzuki Car ALTO launch campaign.
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3. Apex Millionaire campaign.
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4. Bashundhara fortified oil Valentine campaign.
18

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 Chapter 1

Introduction: Grey Advertising Bangladesh Limited

1.1 Company Profile

Grey Advertising Limited Bangladesh is one of the most reputed and well-established
advertising agencies in Bangladesh. It has been operating in Bangladesh since 1996 and is third
largest advertising agency in terms of revenue. Grey Advertising Bangladesh Limited is a sister
concern of Grey Global Group which is one of the tenth largest agencies in the world (Grey,
2020).

Grey Advertising Bangladesh has been successful in terms of positing itself as a key player in the
market because of its multinational experience and global approach to business.

Alongside traditional advertising, Grey Advertising Bangladesh Limited started its digital wing
in 2017. Grey Advertising Bangladesh Limited took a leap forward for future by introducing
Grey Data Science in 2018. It is technology that can identify pattern of digital presence of people
and use that to target selected group of audience by showing advertisement according to their
interest. Over the years it has worked with many reputed brands like Grameenphone, The Coca-
Cola Company, Mastercard, Uber, Gain, GSK, New Zealand Dairy, Brac, Pran RFL Group, ACI
Limited, Renata Limited, Uttara Motors, Perfetti Van Melle. Grey Advertising Bangladesh has
always focused on creativity and finding unique solutions for their clients. The astute, smart
creative professionals’ work for selling quality work with less priority to quantity of work has
been a trend of Grey advertising Bangladesh Limited. The working environment of Grey
Advertising Limited is another example of its multinational character. The office space is well
decorated with modern furniture’s and open space sitting layout. It is equipped with all the
modern state of the art technologies that helps to increase the productivity of its employees. The
average age group of its employees is twenty-eight, which is quite different in context of other
offices in Bangladesh. This shows that Grey Advertising Bangladesh believes in ebullience and
youthfulness of its employees.

It was a great opportunity for me to work at Grey Advertising Bangladesh as an Intern that was
already established worldwide and successfully operating in Bangladesh for many years. After

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the interview and selection procedure, I was placed at the Account Servicing department as part
of the digital team.

1.1.1 Vision, Mission, Objective

Vision

“To be great global company, creating and enhancing Brand value to its clients” (Grey, 2020)

Mission

“We will create leading brand ideas: ideas that resonate in people’s minds and hearts and create brand
preference”. (Grey, 2020)

Objectives

Grey Group have constantly managed to beat the clutter Rooted and focused-on strategies that
can be effective in global marketing communications with a difference. Growth of Grey is
guided by two key principles:

Simplicity of Structure: Grey have only one structure of communications discipline. Grey is run
by people who know one another well and are accustomed to working collaboratively. Clean
reporting line to senior management (Grey, 2020).

Singularity of Purpose: Grey is dedicated to increasing the value of their clients’ brands. To do
so, we have built a portfolio of communications businesses and developed them into a strong and
seamless network around the world (Grey, 2020).

1.1.2 Service Department

Grey Advertising Bangladesh Limited have six core service departments and the administrative
team is supporting them every moment (Grey, 2020). All the departments are interconnected
and works together closely in projects to achieve common goals. The mission of these
departments combined, is to produce quality advertisements for their clients. As a result, the
advertisements should drive sales, create an increased in awareness, and the firm's profits

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should go up. This departments are -

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1.Client Servicing Department

The basic function of the client service department is to maintain relationship with the clients and
prospects. They communicate the thought of both the parties between two parties. They are one of
the most important parts of GREY because they are the persons who find out the things customer
needs and finding the need is one of the most useful ways to keep the customers happy. This
department is the blood circulation of the whole organization and co-ordinates within the
functions of the various department in the agency.
This department of GREY is also important for research purpose. This gives some important
information to the GREY authority, like
 Effectiveness of the campaign

 Market power of the subject product

 Customer reaction about the product or the ad campaign

 Finding out the reasons that makes a product fails to have more sales or gain more sail.

 Market background of the product

This information helps GREY authority to take decisions like

 Whether GREY works for the client or not

 What type of promotional campaign is needed to help develop the market condition?

 What was the success of the campaign?

 What change is needed in the campaign?

 What changes are expected by the buyers in the product? etc.

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2. Media Department

Now a day’s number of full-service agencies is getting lower and lower every day. GREY is one
of the few full-service agencies in Bangladesh. That’s why they must select the media they are
going to use to publish or to show any certain advertisement. The media department of GREY
finds out the most profitable way from the combination of coverage, cost and product type to air
the advertisement. The media department also finds out the programs that a client can sponsor.
Media timing is also one of the important functions of the media department.
The media selection method is a little bit hard-hitting here in Bangladesh. In case of TV
broadcasting media, the important factors considered by the GREY are:

 Coverage of the network (BTV has the highest coverage)

 Type of product (some products can’t be advertised in national TV before 10)

 Cost

 TRP rating (Television Rating Point)

In case of Print Media selection, the important factors are

• Type of the newspaper or magazine

• Circulation

• Cost

3. Creative Department

This is the engine of the organization because it is them whom make GREY popular and effective
to the clients. They perform certain acts. Some of them are given below.

 Creating music for TV commercials

 Create headlines, sub headlines and body messages to be printed on paper for an
advertisement. Designing the look of the artists in a commercial

 Visualization of the concept

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  Finalizing design

 Adoption of foreign ad ideas as prescribed by the customer in the case of multinational

publicity.

3. Digital Department
Grey Dhaka has opened its new Digital unit that provides full time digital, data and ecommerce
expertise. The agency provides digital campaigns, social media, content, influencer and
activation marketing, web and mobile app development, media planning and buying as well as
digital research, analysis and social listening.

4. Finance Department
The finance department of GREY functions like finance department from any other business
organization. The extra thing it does is the budgeting for any advertisement campaign or product
promotional campaign.

5. Human Resource Department

This department helps to find out the best people, who can suit with this organization. This
department also motivates the employees in various ways and also different cultural programs in
different occasions.

1.1.3 Detail of Services

GREY is best suited for consumer engagement programs, where consumer can relate to the
advertisements Grey makes. One is forced to think far beyond the usual ATL and BTL models.
GREY Dhaka right now has the best Strategic Planning Team of the country. The best planners
are working for this institution and building brands for both local and global clients. GREY is also
the first agency to have developed the concept of insight and insight papers which is still known
as GREY Matter.

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GREY Dhaka today also has the biggest and best creative team – the best art directors and
creative directors from nearly all old agencies are currently working in this single institution and
have worked across many diverse categories.

1.1.4 Operation Details

At first, the service team needs to pitch brands or organizations interested in working with Grey
Advertising Bangladesh Limited on new ideas and projects. After getting the Placement Order
from the clients the account servicing department gives requisition for job numbers so that client
servicing team can work on the project and bill client for the service they provide. The account
servicing department than sets meeting with the brand and talks about the way forward for their
work with the brand. After getting brief from the brand servicing team works with the creative
team to work on the projects such as televised visuals Commercials, posters, Banners, event
Planning etc. After delivering client the first draft of their work client’s than gives feedbacks to
the account servicing team if there is any change required. After delivering the service the client
servicing team submits final bill which contains cost sheet, estimate along with Placement Order
and work proof to the procurement department. The procurement department than sends the bill to
the client for collection. Then client sends the bill to the finance department which adds up to the
revenue of the company (Grey, 2020).

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 Chapter 2

Internship Experience

2.1 Job Responsibilities

Client Servicing

One of my main responsibilities as a team member of the Digital Services department was to
ensure client satisfaction. My supervisors gave me an initial description of the needs of our
clients after which I had to guide the creative team on the design and communication aspect.

The key challenge here was the coordination between the two teams between them. Our task
required us to brief our assigned creative team in such a way that no information was missing
and that the client, us (the service team) and the creative team were all on the same page. Based
on my experience at Grey, I have experienced that any miscommunication during the briefing
session might end up being hugely damaging, where the client dismisses the ideas entirely. Lack
of awareness can cause serious loss.

Ideation

Our main task here was to brainstorm and create ideas / content for different brands and their
campaigns. For instance, to promote Mastercard’s new campaign which is based on using
Mastercard more and get the chance to go to Barcelona. This campaign name is 'Magical
Barcelona". We had to create engaging content to educate our audience to use more and more.
we had to figure out how to design our digital communications while fulfilling the objectives of
Mastercard Brand. We had to come up with new ideas each month to make our product
incredibly attractive for different brands to our target group.

Day-to-day Operation

As an Intern, there were some day to day tasks in accounts management, creative department and
most importantly in the digital platform. Inter-departmental follow up of ongoing campaign,
upcoming campaigns, monitoring the projects etc. are most remarkable among the day-to-day
tasks.

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Query Management

Query management of Facebook pages of various clients was one of the most important roles of
the job. This role required us to handle audience claims / queries, campaign related questions and
any other details that a potential customer might be looking for. I had to manage the Facebook
pages of Mastercard, Bashundhara Fortified Soyabean Oil, Delicious Desert Diploma, Chupa
Chups, Calci Pro, Shape up, Savlon, Savlon Men Soap, Sandal, Neem, Drinko Float.

Campaign Creation and Execution

During my internship at Grey, I was also lucky enough to take part in some full-blown 360
marketing campaign for some of the largest brands in the country. Some examples are –
Mastercard Magical Barcelona, Diploma Pithar Jnno Valobasha campaign, Suzuki Alto &
WaganR launch, Apex Millionaire campaign. (Appendix A,1)

2.2 Functions of the Digital Department

The digital department of Grey Advertising Bangladesh Limited works on digital mediums and
operates in online marketplaces of our country. Part of the job of digital department is to create
brand awareness for its clients across all online platforms where brands can advertise their
products and services to consumers. The agency provides various kinds of services such as
digital campaigns on social media, Social media static or thematic contain creation, influencer
activation, website and mobile app developments, News portal adaptations, media planning and
digital research which is also part of Grey Data Science. As it’s a new department in grey, it will
expand its scope of operation in the coming days.

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 Chapter 3

3.1 Problems and challenges identified at the workplace

During my internship at Grey Advertising Bangladesh Limited I faced few challenges because of
the current system and working procedure developed bye the organization. These issues are
discussed below.
Challenges Faced in the Workplace
1. Raising client’s expectations and harming customer
perceptions.
2. Creative brand understanding

Challenges
1. Raising client’s expectations and harming customer
perceptions

Grey Advertising Bangladesh Limited is well established agency in the market. When clients
come to this agency to work on projects and campaigns, they have higher expectations.
Sometimes the outcome of the projects doesn't match their expectations which results in
unsatisfied customer.

2. Creative brand understanding

Due to lack of brand understanding, creative visualizers cannot provide proper output, as a
result the output do not live up to the clients’ expectation. It requires much effort to complete a
perfect content for the clients.

Problems
1. Raising client’s expectations and harming customer
perceptions

 Repeated feedbacks as clients have higher expectations, but this corrections

process creates buffers in the work process.

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  If the expected creative isn't delivered, they want switch to a new agency.

 Lack of integrated service marketing communications.

 Ineffective management of customer expectations.

 Over promising.

2. Creative brand understanding

 Increases lead time
 Creative process slows down
 Internal pressure arises
 Clients’ feel demotivated with delayed delivery
 Lose clients in the long run

And other problems are -

 Doesn’t have in-house capability of different production and activation related

activities
 Being part of MNC, at times it’s bogged down with processes and directives
from the regional offices.
 Higher cost to client (due to higher personnel cost)

3.2 Analyzing the issue based on theory

1. Raising client’s expectations and harming customer

perceptions.
Gap 4: The communication Gap Model

Grey Advertising Bangladesh needs to Close communication gap (management, 2019) by

ensuring the service delivered matches with promises made by the account servicing team.
Options to consider include:

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  Ensure advertising campaigns are signed off by the operations team.

 Use reality advertising by using real customers, real reviews, and

real employees.

 Being realistic when briefing to clients about the possible outcome.

2. Creative Brand Understanding

Brand Equity Concept

Brand equity refers to a value premium that a company generates from a product with a
recognizable name when compared to a generic equivalent. Companies can create brand equity
for their products by making them memorable, easily recognizable, and superior in quality and
reliability. Mass marketing campaigns also help to create brand equity. (Aaker, 1991)
To make the creative team more professional about the brand they must first consider brand
equity. By understanding the brand equity concept, they will be able to create effective
creatives that can create a better impact about the brand in consumers mind.
Grey advertising Bangladesh Limited needs to conduct training sessions on brand equity 
concept for the creative team to better understand the brands.

3.3 Recommendation
Grey Advertising Bangladesh Limited can use communication based digital tool like “Slack”
which is popular in big corporations like Air bnb, EA sports, ORACLE and Autodesk. This
will help them to build better communication System their departments.
Slack is a collaboration hub where group of people can communicate simultaneously and can
see progress of work in real time. “Slack” also integrates with apps and services like Google
Drive, Drop Box, etc. Group members in Slack in collaborate in projects and have
conversation about important topics. Slack has also featured like key word search or
conversation-based search. This helps team members to look on earlier conversations, so they
don’t miss out any important information.

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What have I learned?

My work experience has helped me to know the in-depth of agency activities, opportunities to
improve further in engaging customers with brands, future business opportunities in the market
I have learned how to diversify brand experience of Service, FMCG in Advertising industry
under digital business, by learning how to utilize the powerful combination of data and
creativity. How to use innovative digital marketing and branding strategies that can increase
revenue, drive brand awareness, and solidify customer relationships through different digital
platforms and the right use of tools.
My internship at the digital department has taught me Convergence of technologies, products,
services and devices and how we can enrich, improve and impact the digital scenario of
Bangladesh by making businesses much easier.

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 Chapter 4

4.1 Conclusion

As a part of academic requirement and completion of BBA program, I have been assigned to
complete my internship report under the supervision of GREY Dhaka (Digital Wing) and
guidance of Dr. Ziaul Haq Islam.
Grey Advertising limited Bangladesh is an interactive marketing communication firm dedicated
to serving its clients to meet their business objectives and effective market communication
practices. The digital marketing department provides exclusively digital social media
communication service to many of the leading international and nation brands. This report
mainly features on maintaining brand communication through social media. Brands presence in
social media is a must as people spend a large part of their time on Facebook and when on
Facebook, they not only like to communicate with their friends but during their time spent there
they also like to interact, search and know about brands they see or hear from different media.
From my internship program, I have tried my level best to know about Digital marketing
activities. To realize this practical knowledge, I always try to compare with my theoretical
knowledge for better understanding. And I believe the combination of my academic knowledge
and practical knowledge about marketing will help me to do best in my professional life.
This report can be concluded with the following decisions,

 Bangladesh needs some very creative people and that’s why it needs a place to
teach advertising.
 Regular competitions should be held to encourage new comers.
 An honest TRP rating should be arranged.
 Universities should offer more digital marketing course to students.

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4.2 Implications

Digital Marketers have to be updated with the changing technology which is proficiently used
by their companies viz-a viz the competition. I feel very grateful to have this dynamic working
experience with Grey Dhaka which has opened the doors for me into the future of marketing.

 Corporate Culture: During my internship at Grey Dhaka, I have learned the

basic corporate culture that I was not accustomed of before my internship.
 Networking: This internship program helps me to meet new people in corporate
field. This networking might help me in my future career and can also suggest
me suitable jobs preferences.
 Getting Job: Doing internship in such a well-known agency will obviously be
beneficial for my future to enhance my carrier in marketing field.
 Gathered Knowledge: During Internship program I have learned many stuffs
about brands, promotion, client servicing and social media platforms. I've got to
know the overall idea of how digital marketers execute a brand user experience
journey.
 Ability to interact: Throughout my internship period I have interacted with
different kind of client and was able to solve their problems.
 Skill development: The internship program helps me to learn new skills about
practical job life. It helped me in adapting communication skill and ability to
work as a team.
 Multinational experience: As I worked in an environment where representatives are
so diverse and multicultural. So, it will surely help me to improve my proficiency.

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Reference
Aaker, D. (1991). Managing brand equity. In D. Aaker, Managing brand equity (p. 352). New
York : The Free Press .

Grey. (2019, November ). Grey Bangladesh. Retrieved from Grey

Bangladesh : https://www.grey.com/bangladesh

management, E. P. (2019). Expert Program management . Retrieved from Expert Program

management : https://expertprogrammanagement.com/2018/03/gap-model-service-quality/

https://www.facebook.com/DeliciousDiploma/

https://www.facebook.com/apex4u/

https://www.facebook.com/BashundharaFortifiedSoybeanOil/

https://www.facebook.com/SuzukiCarBangladesh/

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Appendix A,1

Figure 1 Diploma PITHAR JNNO VALOBASHA

Figure 2 SUZUKI ALTO

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Figure 3APEX MILLIONAIRE

Figure 4 VALENTINES DAY CAMPAIGN

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