United International University

Assignment 3
Course Name: Integrated Communication

Course Code: MKT 4203

Submitted to:

Sarker Rafij Ahmed Ratan

Assistant Professor

School of Business & Economics (UIU)

Submitted by:

Nusrat Jahan

ID: 111 163 071

Section: A

Date of submission: 31st May, 2021

Introduction: Grey Advertising Bangladesh Ltd. And its global presence
Grey Advertising Bangladesh Ltd. is a global group inc. company. a quick summary of the parent
company, therefore, needs a quick introduction. A fortune 1000 company of the year 2001, Grey
Advertising Bangladesh Ltd. world is that the 6th largest marketing & advertising company with
the subsequent considerations below its belt:
Grey Worldwide:
Grey Advertising Bangladesh ltd. is one of all the ten largest advertising agencies within the world,
with 432 offices in 96 countries & operating in 154 cities. Grey Advertising Bangladesh Ltd.
develops extremely artistic solutions to marketing issues on a worldwide basis. Its service
includes brand positioning; brand planning; creative development; and production. It's
additionally going to elevate a replacement generation of management.
Media Com:
Media Com with offices in 80 countries is one of the world’s largest and most revered media
service firms. It brings media solutions that build business for a large range of native and regional
and worldwide clients. With $10 billion in global billings, a commitment to strategic insight, total
communications designing, tactical media brilliance, and tough however artistic media
negotiating, MEDIACOM provides un-exceeded worth in today’s chaotic media marketplace.
Grey Direct:
Grey Direct is a leading world marketing services Company for businesses that market to people
and alternative businesses. Grey Advertising Bangladesh Ltd. Direct provides to its clients;
marketing solutions (for the analog world), Electronic direct marketing support (for the digital
world); optimization improvement & implementation; and aggressive sourcing and print
production management.
GCI:
GCI is one of the world’s largest international public relations, recently named Agency of the Year
by a leading trade journal. GCI has enlarged ancient services into an ever-widening group of
practices, as well as brand marketing, company affairs, healthcare technology, change
management, and financial relations.
Grey Healthcare Group:
Grey healthcare group is one of the world’s largest health care advertising agencies. It provides
education, consulting, advertising, public relations, online patient relationship, and physician
loyalty programs for pharmaceutical and healthcare industries. With Grey Advertising
Bangladesh Ltd. It additionally provides seamless skilled and consumer branding and marketing
communications for world & native clients.
G2:
G2 is a world-integrated marketing communications company specializing in brand style and
development across several disciplines, as well as the identity, design pointers, packaging,
collateral, sales promotion, point of sale, and environmental style. This new network offers
artistic solutions outside ancient advertising. G2 has enlarged the brands of such clients as
Procter & Gamble, Krups, New York Lottery, Individual.com, Panasonic, Topps, Intevo, Cannon,
Jackson Hewitt, Royal Mail, autobytel.com, and British American Tobacco. it's growing in
international capabilities and presently services clients in 24 countries outside the U.S.

APCO:
APCO Worldwide is that the leading world
communications firm specializing in
public affairs and major company
problems, as well as issues management,
judicial proceeding support, and
communications relating to mergers, and
acquisitions, government relations,
company positioning, strategic
philanthropy, community relations, and
general issue communications. For the
past two years, APCO has been recognized by the trade as Agency of the year within the field of
Issue Communications.
Grey Interactive:
Grey Interactive is one of the world’s largest international full services internet and marketing
networks. In over twenty countries, it serves clients with a single offering: full-interactive market
services in support of business and brand building. This includes website development, e-
commerce, web Advertising, research, consulting, and relationship marketing. Its international
business model is distinctive within the internet arena these days.
Beyond Interactive:
Beyond interactive are a full-service interactive marketing agency specializing in customer
acquisition and customer retention. beyond interactive focuses on increasing its client’s exposure
and increasing the lifespan worth of its customers through interactive promotion. It develops
marketing strategies and executions to market existing sites and traditional brands. Its goal is to
extend the effectiveness and return on investment of its clients’ interactive marketing efforts.
J.brown/ LMC group:
J.brown / LMC group is that the leading co-marketing agency within the U.S. It helps firms
leverage marketing budgets through retail partnerships. The outcome is stronger selling,
consumer impact, and brand equity communication. It additionally offers products & technology
demonstration and sampling programs, and through LMC, adds worth to native radio
programming.

G WHIZ:
G WHIZ is an integrated multi-disciplined marketing company. It's a full service-advertising
agency with a chic heritage in building brands, managing recreation properties, and promoting
leisure activities. Specializing in understanding the young mindset of today’s shopper, it offers
advertising and media services: internet & interactive content; promotion; consulting & brand
planning for Kid-oriented recreation-related product and services.
Grey alliance:
Grey Alliance builds bridges of partnership that offer solutions and build opportunities. It's a
partner company of the grey international group, one of the largest full-service communications
agencies within the world with a broad client roster boasting major recreation properties, talent,
and shopper brands. Alliances have developed a powerful network among a massive array of
industries that have allowed us to form a strategic partnership that builds business. From guerilla
marketing to product placement, new media and promotions to strategic partnerships and
production, Alliances build the bridge.
Wing Latino group:
Wing Latino group was formed in 2000 by the merger of Grey Advertising Bangladesh Ltd. global
group as USA Hispanic marketing agency, FOVA, and its Puerto Rico-based agency, west indies,
and Grey Advertising Bangladesh Ltd. The new company is one of all the biggest Hispanic
promoting companies within the U.S. and Puerto Rico and provides full-service capabilities in
advertising, media, research, selling, promotions, marketing, interactive & public relations for
major firms.
Grey directory marketing:
GDM specializes in yellow pages and other specialized directory media. one of the top 10
companies in its industry better-known for its disciplined marketing approach and media
innovations, GDM pioneered the utilization of metered testing and different tools to measure
their clients’ return on investment from the medium.
Visual Communications:
Visual Communications Group (VCG) focuses on investor and marketing communications. The
investor communications group develops strategic and designs creative media for initial public
offering roadshows, investor conferences, annual reports, and investor relations websites.
Ericsson Fina:
It is a brand new comprehensive inventive resource dedicated to building beauty, fashion, and
image brands, like Cover girl, Hugo Boss Fragrances, and Pantene.

Overview of Grey Advertising Bangladesh

Grey Advertising Bangladesh Ltd. is one of the leading advertising agencies in Bangladesh.
according to the AD age (An International advertising magazine), Grey Advertising Bangladesh
Ltd. is that the third-largest agency in Bangladesh in terms of annual revenue.
Grey Advertising Bangladesh Ltd. is one of the most recent ad agencies still. Started solely in
1996, Grey Advertising Bangladesh Ltd. has been ready to strengthen its market position
powerfully – because of its international expertise and ‘Global’ approach to business. a Grey
Advertising Bangladesh Ltd. international group INC, USA Company, and Grey Advertising
Bangladesh Ltd. have one among the foremost exquisite portfolios within the country. the only
international company within the country, Grey Advertising Bangladesh Ltd. has evidenced its
value over the past few years.
Grey has one of the most exquisite portfolios in the country. The major clients are British
American Tobacco Bangladesh (BAT), Procter & Gamble (P&G), Glaxo SmithKline (GSK)
Vaccination, GSK Consumer Health Care, Philips Lighting, Lafarge Cement, Grameenphone,
Novartis, Dhaka Bank, Gallery Apex, International School Dhaka, Pacific motors, Shark Energy
Drink, Igloo, Coca-Cola, Siemens, Aarong, etc. It is worth mentioning that P&G and GSK are all
global partners of GREY WORLDWIDE. Grey Advertising Bangladesh Ltd. is termed because of the
most respected agency in Bangladesh. Managing by the professionals having evidenced track
record, Grey Advertising Bangladesh Ltd. maintains one among the smallest workforces to run its
multi-million-taka operations.
The creativeness of Grey Advertising Bangladesh Ltd. in Print & TV media has been undisputed.
The astute, sensible artistic professionals’ work for selling quality work with less priority to the
quantity of work has been a trend of Grey Advertising Bangladesh Ltd. across the world.
The Media department of Grey Advertising Bangladesh Ltd. isn't far behind. Grey Advertising
Bangladesh Ltd. is that the second-largest buyer of the print medium of Bangladesh and one of
the leading ones in the TV medium. Besides these, there are few success stories of Grey
Advertising Bangladesh Ltd. Advertising Bangladesh like Grey Advertising Bangladesh Ltd.
Bangladesh won the ‘International Media Exchange Award’ for its GSK Vaccination ad.
A very small party of professionals operating within the Account Management department runs
the operations and management of the corporate. Graduates from the reputed business schools
of home & abroad, these young managers thrive to achieve the highest.
The work surroundings of Grey Advertising Bangladesh Ltd is another example of its classy,
multinational aura. The well embellished, smart officer floor is equipped with the latest
technology like LAN and internet. the average age of the employees is 28- quite unbelievable in
most other workplaces of Bangladesh.
Thus, the corporate could be a true believer in youth and enthusiasm. inherited from the parents
in New York, USA, Grey Advertising Bangladesh Ltd. invariably makes an attempt the latest the
most recent approach of doing business. Grey Advertising Bangladesh Ltd. is that the first ad
agency in Bangladesh to buy a spot in a local web portal for one of its clients.
The commitment to technology continues because the company is looking forward to line up a
separate wing – Grey Advertising Bangladesh Ltd. Interactive, the worldwide Grey Advertising
Bangladesh Ltd. concern concentrating on web advertising and alternative forms of digital
communication. Grey Worldwide Bangladesh Ltd. has five (five) subsections thereunder. These
are the artistic department, Service Department, Media Department, Account Department, and
office Department. And under the service department, there are 2 sub-departments (BAT & Non-
BAT side). all these do specific jobs concerning their field. the foremost fantastic clients of Grey
Worldwide Bangladesh are:
The Departments within the grey
There are primarily five departments in Grey. one amongst them works around the production
of advertisement and different ensures smooth functionality of the organization. In the following
figure, all the departments of Grey are mentioned below.
The mission of each department is to provide quality advertisements for his or her clients. As a
result, the advertisements ought to meet the client's needs, make sales, build a good complete
image, product awareness, and leverage the firm's revenue.

▪ Client Services Department

The basic function of the client service department is to keep up a fabulous relationship with the
clients and prospects. they convey the thought of both the parties between two parties. they're
one among the foremost necessary elements of Grey because they are the persons who verify
the items client desires and finding the need is one of the foremost helpful ways to keep the
customers happy. This department is the core flow of the total organization and it coordinates at
intervals the functions of the assorted department within the agency.
This department of Grey is additionally important for research purposes. This provides some
important data to the Grey authority, like
i. Effectiveness of the campaign
ii. Market management of the subject product
iii. Client reaction regarding the product or the marketing campaign
iv. Searching for the explanations that create a product fails to have additional sales or gain
more sales.
v. Market background of the product

This data helps the Grey authority to take decisions like

i. Whether or not Grey can work for the client or not
ii. What variety of promotional campaigns would be liked to satisfy the client's need and to
help develop the market condition?
iii. What was the success of the campaign?
iv. What amendment is required within the campaign?
v. What changes are expected by the consumers within the product and additional
alternative things.
Based on completely different situations and needs of the agency's clients.
▪ Media Department
Nowadays the range of full-service agency is obtaining lower and lower every day GREY is one of
all the few full-service agencies in Bangladesh. that is why they need to select the media they're
getting to use to publish or to broadcast any certain advertisement. The media department, Grey
finds out the foremost profitable means through the mix of coverage, value, and product type to
air the advertisement. The media department conjointly finds out the programs that a shopper
will support. Media timing is also one of the necessary functions of the media department. The
media selection technique may be a bit hard-hitting here in Bangladesh. in the case of TV
broadcasting media, the necessary factors thought of by the Grey area:
i. Coverage of the network
ii. Variety of product
iii. Cost
iv. TRP rating (In case of support, agencies follow a rating known as tv rating point, TRP.)

And, just in case of print media choice, the necessary factors are
i. Variety of the newspaper or magazine
ii. Circulation
iii. Cost

▪ Artistic department
This is the engine of the organization because it's them who make Grey popular and effective to
the clients. They perform certain acts. some of them are given below.
i. Developing a theme for a TV commercial
ii. Developing headlines, sub-headlines, and body messages for an advert to be printed on
paper.
iii. Designing the look of the artists in a commercial
iv. Visualizing the concept
v. Preparing jingles
vi. Finalizing layout
vii. Supporting the Account executives to satisfy the client's need. Besides these, Adaptation
of foreign ad ideas in line with the instruction by the client in case of multinational
advertisement.
 ▪ Finance department
The finance department of Grey functions like a finance department from any other business
organization. the additional issue it does is that the budgeting for any execution of advertisement
campaign or product promotional campaign.
▪ HR department
This department helps to search out the most effective people, who will suit this organization.
This department conjointly motivates the staff in varied ways that. Their major roles are:
Recruiting of recent employees, to observe training and Development of the interns are going in
a good way, Compensation, employee benefit, leave and service rules program and upgrading,
Placement and performance appraisal of staff, preparing related reports, and reporting to the
executive committee or board related matters.
When Grey Works for a client?
There are certain conditions that are pre-requisite that Grey will be operating with the
Organization/Clients. some of those are;
i. If the product line isn't conflicting with the lines already handled by Grey.
ii. Smart Quality of the product
iii. Availability of funds for researching
iv. Market position of the product must be potential to be developed.
v. Artistic and working freedom
vi. Trust and collaborative

Advertising method between client and Grey

The communication method between the client and also the agency is quite delicate and the
following section presents this delicate method of communication. the process goes through like-
i. Understanding client’s drawback Internal briefing by account executive
ii. Planning the campaign
iii. Reaching presentation
iv. Final Approval Presentation (Client's presentation)
v. Achieving censorship certificate
vi. Creating the advert’s
vii. The campaign seems
viii. Controlling
Reasons for using Grey Advertising Bangladesh Ltd.
▪ Grey employs specialist employees to perform varied activities associated with
advertisements, like copywriter, artists, design-staff, and research consultants. It provides
knowledgeable services to client firms. Business organizations cannot maintain such
services.

▪ It analyses advertising in an unbiased (bias-free) manner and objectively. It will assess

neutrally the problems associated with advertising. it's impracticable if the firm performs
advertising tasks on its own.

▪ Grey works for several corporations and products. It has a large vary of expertise in
handling totally different advertising problems. Business firms will get direct edges from
the agency’s wealthy and varied expertise.

▪ Mostly, a corporation is busy with production and marketing. It cannot spare time for
getting ready, executing, and evaluating advertisements. The agency performs all the
advertising tasks on behalf of the corporate.

▪ It's a versatile option for businesses. If an organization isn't happy with Grey or any other
agency, the contract may be terminated simply.

▪ Grey has wide contacts, relations, and contracts of ad agencies with a variety of well-
known personalities like film stars, artists, cricketers, government offices, and varied
professionals offer heaps of direct and indirect edges to the client corporations.

▪ Grey performs a large sort of functions over and above advertising activities, like
marketing consultancy, research, new development, etc. It deals with the majority the
marketing areas.

Services provided by Grey Advertising Bangladesh Ltd.

▪ Grey’s account manager or account executive is tasked with handling all major selections
associated with a selected consumer. The account manager works closely with the
consumer to develop an advertising strategy. The principal role of account managers is to
manage the effort for a consumer, which frequently includes delegating selective tasks to
specialists.
 ▪ Grey place the advertising set up into action beneath its artistic function. The creation of
ads is that the most significant function of an advertisement agency. Generally, it involves
activities like: Copywriting, drawing images, creating illustrations, layouts, an efficient ad
message, etc. These jobs are done by specialists like copywriters, artists, designers, etc.
These folks are extremely delicate and artistic. they create an advert more appealing.
attractive ads facilitate to extend the sales of the product.

▪ Grey also provides full-service advertising agencies that use market researchers who
assess a client’s market scenario, together with understanding customers and
competitors and are also used to check artistic concepts. They gather information
associated with the client's product. It collects the subsequent information about a
product beneath its analysis function: Features, quality, advantages, and limitations of a
product, present, and future market prospects, Competition within the market, scenario
within the market, Distribution strategies, Buyers' preferences, so on

▪ Grey helps a business to pick the correct media or ad to market its advertising effectively.
Media choice could be an extremely specialized operation of an advertisement agency. It
should choose the foremost appropriate media for its client's ad.

▪ Grey helps companies to arrange their ad budget. It helps him to use his budget
economically and build the most effective use of it. Without a correct advertising budget,
there's a risk of the client's funds obtaining wasted or lost.

▪ Grey brings smart coordination between the advertising firm, itself, media, and
distributors.

▪ Grey will the public relations work for its clients. It will increase the goodwill between its
clients and different parties like customers, employees, middlemen, shareholders, etc. It
additionally maintains smart relations between the consumer and also the media owner.

Compensation of Grey
Advertising agencies earn money by charging their clients an hourly fee for their services.
Additionally, to the fee, ad agency places a mark-up on the worth of all outside service work
that's used, such as sort, printing, photography, video production, etc., to accomplish a client's
project.
Grey Advertising Bangladesh Ltd. earns money by charging based on certain percentage of the
value of the advertising budget. The markup charged by Grey is 17% of the value of ad spending.
What client expects from Grey
Business has to trust an advertising agency to handover their brand image and thus it is vital to
know what the advertisers expects to from Grey Advertising Bangladesh Ltd.
▪ Trust - The advertising client will trust that their agency can uphold all agreements and
meet expectations.
▪ Capability - The agency partner has the capabilities necessary to execute the client’s
advertising campaigns, in addition because of the experience to drive the selling strategy.
▪ A challenger attitude - If the agency partner has relevant experience that will result in a
simpler resolution, they'll speak up and challenge the client’s concepts.
▪ Collaboration - The agency works as an extension of the client’s in-house team.
▪ Communication - The agency is aware of the way to communicate effectively and
systematically to produce the foremost valuable marketing strategy.

Evaluating Grey Advertising Bangladesh Ltd.

The process of agency analysis involves regular assessment of two aspects of performance space
monetary and qualitative.
The monetary assessment focuses on how the agency conducts its business to verify costs and
expenses, the number of personnel hours charged to an account, and what payments are created
to media and alternative outside service suppliers.
The qualitative assessment explores the agency’s efforts dedicated to coming up with,
developing, and implementing the advertising company’s drive and an assessment of the
achievements. For a qualitative assessment, even the little things matter; like a rapid turnaround,
creativeness as a result of this can be what the agency is within the business of, value add in
terms of giving the advertising client a creative edge by giving them a ‘creative leap’ etc. One can
even assess agencies by their data of losing advertising client or getting new clients and holding
them.
The parameters on that an advertisement agency’s artistic services dept is evaluated are as
follows:
▪ Does Grey often turn out contemporary concepts and original approaches?
▪ Is Creative executions being systematically on strategy?
▪ Is research effectively utilized in strategic development and in pre-post testing of
advertising?
▪ Is creative group is experienced the company’s products, markets, and strategies?
 ▪ Are creative group thinks about with smart and consistent advertising communications
and develops campaigns, ads that exhibit this concern?
▪ Are creative group produces on time and submits for review in time to allow orderly
revisions?
▪ Is creative group performs well struggling?
▪ Does agency shows are well organized with decent samples of planned executions?
▪ Is creative group participating in major campaign shows?
▪ Does agency present concepts and executions not requested however that they feel are
smart opportunities?
▪ Are creative group takes constructive criticism and redirection?
▪ Is creative group effectively controls prices?

How Grey acquires clients?

There are several ways that Grey uses to acquire clients. These are as follows:
▪ Grey acquires clients through direct referrals from purchasers, friends, and family, word
of mouth
▪ Clients notice Grey employing a Google search
▪ Grey is on third-party agency lists
▪ Grey have won artistic and promoting awards that increase our complete awareness
▪ Grey get press from advertising business publications
▪ Grey get press from consumer category/industry publications
▪ A future advertising client saw one in every of Grey’s ‘great’ existing client ads or
programs and contacted them
▪ Grey’s social media programs attract new advertisers' interest
▪ Grey’s account-based promoting sales program directly targets the advertisers we would
like to serve.
▪ Grey is listed on the native advertising club website.
Conclusion
Grey Advertising Bangladesh Ltd is a sister concern of Grey International group. This agency
produces an oversized volume of media programs. The agency plays a major role at the national
level. It's a profitable agency & possess high potentiality, however because of the worldwide
open market, this organization is facing high competition. So as to face and to fight against the
competition, Grey Advertising Bangladesh Ltd shall ought to be more alter and careful and shall
need to adopt authentic ways in the battle of business. As Grey Advertising Bangladesh Ltd is a
worldwide agency and beneath a sector corporation, it possesses large power to make choices.
If management, staffs, employees work along heartily, it'll not be arduous to continue its success
in the future.
Reference
i. https://www.assignmentpoint.com/business/marketing-business/report-on-grey-advertising-
bangladesh-ltd.html
ii. https://www.assignmentpoint.com/business/marketing-business/report-on-grey-advertising-
bangladesh-ltd-part-2.html
iii. https://www.assignmentpoint.com/business/marketing-business/report-on-grey-advertising-
bangladesh-ltd-part-3.html
iv. https://sites.google.com/site/marketingtstorm/advertising/advertising-agency
v. https://setup.us/blog/marketing-agency-scorecard