Acknowledgements

I am very much thankful to almighty Allah for giving me strength, courage and ability to
accomplish the internship program as well as the internship report in a scheduled time in spite of
various complications.

It gives me immense pleasure to convey my heartiest gratitude to my Supervisor Ms. Hafsa

Maryam, Senior Assistant Professor, Faculty of Business administration, American
International University - Bangladesh, for giving me the opportunity to conduct my internship
report on the "Activities at The Client Service Department of Asiatic Mindshare Ltd." and for
her continuous support in preparing this report. It would have been difficult for me to prepare my
internship report without his untiring support. I am deeply indebted to Mr. Yeasinur Rahman
Rony, Executive, Client Service and my direct supervisor at Asiatic Mindshare Ltd. for helping
me out with all my resources needed to prepare this report. Finally, my gratitude goes toward my
parents and friends for their enthusiastic co-operation and constant encouragement throughout
my university life.

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 Executive Summary

This internship report emphasizes the work activity I have gained as an Intern in the Client
Services department of Asiatic Mindshare Ltd. In this report, I have shared my experience at
Asiatic Mindshare LTD especially in community management and campaign management work.
I also have presented details about my 3 months’ work experience along with a comprehensive
description where I had to work with different and analysis the effects of customer relationship
management through digital marketing tools. It reflects my works at Asiatic Mindshare. Since its
beginning in 2001 in Bangladesh, Asiatic Mindshare LTD has always been serving quality
service. It has become one of the renowned and biggest media buying agencies in the country
within short time. In this report, I discussed few campaigns where I was part of the team and
other activities, I have been a part of during my internship period. Asiatic Mindshare LTD has a
great internship program. Agency employees have to work strong for uplifting a brand and its
value. If agency- client gap can be reduced, it may ease the tasks for both the parties. Digital
marketing communication is still a new aspect which is not practiced widely till the date. More
investments and research in digital media are needed which may result in a better visibility of the
brands and make the advertising and marketing atmosphere more useful which may attract
people for

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 TABLE OF CONTENTS

SL Contents Page No.

Acknowledgement i.
Executive Summary ii.
Chapter 1: Introduction
1.1 Rationale of the Study 2
1.2 Objectives of the Report 2
1.3 Background of the Organization 2

Chapter 2: Activities Undertaken

2.1 Work Related Activities 10
2.2 Organization Wide 13

Chapter 3: Constraints/Challenges
3.1 Identified/Observed in the Organization 16
3.2 Academic Preparation: Mismatch and Relevance 17

Chapter 4: Lessons Learned from the Internship Program

4.1 Lesson Learnt from the Organization 19
4.2 Lesson Learned from the University 22

Chapter 5: Concluding Statements

5.1 Summary 24
5.2 Recommendations for Future Strategic Actions 24
Chapter 6: Proposed Improvement Plan
6.1 Proposed Improvement Plan 26
References
Appendix
 Chapter 01
INTRODUCTION

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1.1 Rationale of the Study:
Only theoretical lessons cannot make a business student efficient in handling the real-life
situations. During their time working in the company a student can implement their knowledge
& extracurricular experiences which they have gathered for last four years in his university’s
learning period and compare this knowledge to the practical ground. This report is based on the
three months of Internship period of mine where I was assigned in the real working environment.
I want to undertake this Affiliation report because I wanted to learn & show the real process of
How Agencies works with Several Brands.

1.2 Objectives of the Report:

 To Know how Digital Marketing works
 To understand the client service activity.
 To identify issues regarding client service activity.
 To recommend solutions for client service activity.
 To gain practical knowledge in the key working areas of a media Buying Agency.

1.3 Background of the Organization:

About the company
Mindshare relates generally to the development of consumer
awareness or popularity, and is one of the main objectives of
advertising and promotion. When people think of examples of a product type or
category, they usually think of a limited number of brand names. The aim of mindshare is to
establish a brand as being one of the best kinds of a given product or service, and to even have
the brand name become a synonym for the product or service offered. For example, a prospective
buyer of a higher education will have several thousand universities to choose from. However, the
evoked set, or set of schools considered, will probably be limited to about ten. Of these ten, the
universities that the buyer is most familiar with will receive the greatest attention. With this quest
in mind, Mindshare is a global media agency network and the home of adaptive marketing.
MindShare’s 7,000 employees are driven by the values of speed, teamwork and provocation and

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are dedicated to delivering competitive advantage for clients in a world where everything begins
and ends in media. Mindshare is part of GroupM, which oversees the media investment
management sector for WPP, the world’s leading communications services group. Mindshare
network consists of 116 offices in 86 countries throughout North America, Latin America,
Europe, Middle East, Africa and Asia Pacific with total billings in excess of US$31.4 billion.

Group M

GroupM is the world’s leading media investment company responsible

for more than $45B (COMvergence) in annual media investment through
agencies including Mindshare, MediaCom, Wavemaker, Essence and m/SIX, as well as the
outcomes-driven programmatic audience company, Xaxis. GroupM creates competitive
advantage for advertisers via its worldwide organization of media experts who deliver powerful
insights on consumers and media platforms, trading expertise, market leading brand-safe media,
technology solutions, addressable TV, content, sports and more. ( GroupM LinkedIN)
WPP plc

WPP plc is a British multinational advertising and public relations company and the world's
largest advertising company. Its main management office is in London, England, and its
executive office is in Dublin, Ireland. WPP plc owns a number of advertising, public relations,
media and market research networks, including Ogilvy, Wunderman Thompson, VMLY&R,
Grey, IMRB, Millward Brown, Hill & Knowlton, TNS, GroupM, Kantar, and Burson Cohn &
Wolfe.[3] It is one of the "Big Five" agency companies, alongside Dentsu, Publicis, Interpublic
Group of Companies and Omnicom. ( WPP plc - Wikipedia)

WPP made up of leading companies in:

 Advertising
 Media investment management
 Information, insight & consultancy
 Public relations & public affairs
 Branding & Identity
 Healthcare communications

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  Direct promotion & relationship marketing
 Specialist-communication

Asiatic Mindshare Bangladesh

In June 2001 Asiatic Mindshare started operating in Bangladesh as a joint initiative of Mindshare
World and Asiatic MCL, one of the main advertisement organizations in Bangladesh,
mentioned in the website of Asiatic (Mindshare, n.d.). Since then it has been bringing significant
changes in local media scenario and of course in their clients’ media investment. In
Bangladesh it is the first of its kind, as it is a
complete media planning, buying & research
company. It is a driver of media research in Bangladesh media market. Mindshare
was founded on the merger of the media operations of J. Walter Thompson and Ogilvy &
Mather; Mindshare is poised to become the first truly global media company. Being the largest
media buyer in the world with full range of communication, it has network built on successful
clients. Mindshare has certain edge over its competitors-Collaboration across WPP and with
outside partners. It also has network solutions, full-service offering, volume & market place
influence ( Mindshare Bangladesh)

Mission of Asiatic Mindshare

Keep evolving in size & dimension and provide complete solutions to client’s communication
needs in ever changing landscape. Asiatic Mindshare Limited aims to become one of the leading
advertising agencies in Bangladesh by prudence, flair and quality of operations in their
advertising sector. The agency has some mission to accomplish the hierarchical objectives from
time to time. Their statements of purpose are not consolidated into single sentences rather they
have summed up their main goal.

Some of them are mentioned in the following:

 Providing high quality media services with the help of latest technologies
 Providing fast and accurate customer service
 Setting high standards
 Innovating advertising at a competitive price

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Vision of Asiatic Mindshare
To create a work culture that inspires people to be curious, stay hungry and motivated, so that
they can create extraordinary ideas that people would love to spend time with. MindShare’s
vision is to secure a very competitive advantage and unique solutions for customers in a media
world, which is changing to the point of being unrecognizable. This is characterized by
fragmentation of broad communications, going with media expansion and emergence of new
technologies. This requests imagination, reasonable thinking and brilliant purchasing power.
Mindshare -one stop media arrangement -drives all.

Core Service
Mindshare manage its client’s media investment with rigor and transparency. MindShare’s core
services are focused on delivering outstanding returns on media investment for its clients.

The core services are:

 Strategic media consultancy

 Developing efficient and effective media strategies to meet client’s business and
communications objectives
 Media investment and negotiation
 Getting the best media deals for clients.
 Implementation
 Implementing clients' media strategies with precision and accountability.

Clients of Asiatic Mindshare Bangladesh

Asiatic Mindshare have 36 clients in two categories on its platform. These two categories are
Digital & ATL. Currently a team of people serving the clients which is divided into:

 Client Service Department

 Planning Department
 Media Department

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  Creative Department
 Accounts Department

Our ATL Clients

Our Digital Clients

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Services offered by Asiatic Mindshare Bangladesh:
 Media Buying
Using consumer response insights and right marketing spend to help the clients gain
maximum exposure for their brands. (Mindshare Bangladesh)

 Media Planning

Ensuring the client’s business goal by offering result-driven & fully integrated media
planning and strategy services. (Mindshare Bangladesh)

 Data Analysis

Helping Mindshare clients stay ahead of others by providing data-driven insight across the
entire media spectrum.

 Market / Brand Analytics

Taking the client’s brands to new heights by pairing the brand with exceptional marketing
best practices

 Drama/Content Production

Creating a wide range of content from print, digital, video, animated graphics, TVC, to web
and social media content (Mindshare Bangladesh)

 Digital Planning & Buying

Providing Mindshare clients with focused, tailored & result-driven planning and buying
strategy for the digital ecosystem

 Digital Creative

With a team full of creative minds & diverse background, producing bold & inspiring content
at scale for Mindshare clients

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 Community Management

Mindshare created a meaningful brand connection with the audience by listening to the
queries and responding to them accordingly

 Social Media Analysis

Offering social media analysis tailored to clients’ specific needs, real-time monitoring and
trend analysis. (Mindshare Bangladesh)

 Web development

Mindshare provide their clients with precise web development solutions that gauge business /
e-commerce growth strategy.

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 Chapter 02
ACTIVITIES UNDERTAKEN

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2.1 Work-Related Activities
I had the opportunity to work at Asiatic Mindshare Bangladesh and I have performed different
tasks that are conducted by The Client Service & Planning division. I worked there for three
consecutive months as an Intern as it was part of this educational program. During this period, I
had an opportunity to go through various types of tasks and duties.

On the first day of my joining I was introduced to my supervisor Mr. Yeasinur Rahman Rony
who is an Executive in the Client Service Department. He assured me full assistance in case of
any problems. The Brands he looks after are Clemon, Detos, Bashundhara Noodles, Bashundhara
Pasta and so on. On my second day in office I got chance to meet Mr Abdul Alim Razi who is
the Assistant Director of the Planning & Client Service Department. Then he introduced me to
all the employees in The Client Service Department & Planning department. After that he gave
me a briefing about the functions of CS department and explained my responsibilities. He also
gave me the access of one of the Facebook pages that I have to manage. I was assigned to the
following jobs frequently.

 Creating content Calendars for “Clemon” Social Media promotion

I was assigned to manage the social media profile of Clemon Clear Drink from AFBL. I was
assigned to design a Content calendar for the month of December. My Goal was to design a
content idea calendar keeping in mind some factors that is important during the month of
December such as Victory day, Christmas Day, New Year’s Eve, winter season, BPL and also
December means people are likely to go for a tour and so on. I had to make content’s that would
both attract consumers to engage with the post and also encourage them to engage with the
brand.

 Creating content Calendar’s for “Bashundhara Noodles” & “Bashundhara Pasta”

Social Media promotion

I was given the task to make a content calendar for the month of December for our client
Bashundhara Noodles. My Goal was to design a content idea calendar keeping in mind some
factors that is important during the month of December such as Victory day, Christmas Day,
New Year’s Eve, winter season, BPL and also December means people are likely to go for a tour
and so on. As Bashundhara Noodles Target group was Mother & Children I had come up with

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contents that would be relevant to a Mother and her child. I have also suggested an engagement
campaign idea for Bashundhara noodles that would enable them to attract the attention of the
consumers for a certain period of time. For Bashundhara Pasta I had to create suggest content
ideas that would target the youth segment as this product mainly targets that customer base.

 Creating content Calendar’s for “Detos” Social Media promotion

I was also given the task to make a content calendar for the month of December for our client
Detos. I had to focus the contents to target the group that are mostly teens that are into Hip Hop
culture, follows the trendy culture and so on. This included Engagement posts such as quiz,
flashback and so on.

 Community Management

Community management was my one of my primary responsibility at Mindshare. I had to

actively respond to all the comments & message from inbox & the comment box. All the
messages & queries was based on different kind of FAQ, queries & audience who wants to learn
more about my products feature & other specification. Some of them had expressed their
thoughts & experiences too. Some of them wishes on EID day or other occasions & I had to
reply them all by maintaining page standards & modality of community management. I had to
keep the Social Media Community of the Brand clean from spam & unwanted comment, delete
or hide aggressive comments. I had to ensure that the response rate is 100% & decrease the
response time as much as possible. The challenge mainly begins when a Campaign is running.
Keeping the community clean and respond to every query becomes a good challenge then.
During my first month Clemon’s How’s That campaign was running which was an Engagement
based campaign in which every post reached over a million people and each post had
approximately three thousand plus comments that needed to replied to. People had a lot of
queries during that campaign.

 Meeting with Clients

I was fortunate enough to have an opportunity to have a meeting with both Clemon and
Bashundhara Noodles & Pasta’s Brand Manager to discuss regarding their next year plans. For
Clemon we had a meeting at AKIJ House regarding their upcoming national Competition
focusing on Green Bangladesh. For Bashundhara Noodles & Pasta we had a meeting in which

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we discussed their next year planning’s. The Brand Manager of Bashundhara shared with us
some details regarding the market share of their product in Bangladesh. How the noodles
industry works.

 Meeting with Artists

I was fortunate enough to have a meeting with Black Zang regarding an upcoming Radio show.
We discussed about what he expects from this show, His demands and so on. We discussed
regarding how the show can be organized and planned for maximum success.

 Meeting with Mindshare team regarding Campaign planning

I had a meeting with the mindshare team consisting members from the Client service team,
Planning team and Media buying team. We discussed the How to plans for Clemons upcoming
event. I got an opportunity to learn how a campaign is usually planned. How to set pre event
plans, Plans during the event, Post event activities and so on. Contribution from every
department was necessary here as Campaign planning requires team effort and contribution from
everyone from each department.

 Preparing Monthly Report

I also learned how to prepare a monthly report based on the client’s social media platforms
performance throughout the month. It is required to submit a PowerPoint based report to the
client to showcase their Digital media performance throughout the month. Also, if a campaign is
running it is required to show the client the outcome of the Campaign. The report is usually
created from the Data sheet collected from face book’s Page insight. Facebook page insight
allows one to collect data from a specific time period to another. There are usually 3 types of
Data available from the Facebook insight option. These are:

o Page Data: This are data of how the page performed each month based on like
increased, decreased, Follower engagement and so on.
o Post Data: This are data of How Facebook posts are performing and the engagement
rate of each posts shared on the page. Engagements are based on the reach and
Impressions created from each posts. Each data is divided into two ways which is
Organic data & Paid Data. Organic data is the no of engagement created without

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 promoting it using ads, whereas Paid data refers to Engagement created by promoting
the content using Facebook ads. The engagement is determined based on the no of
likes, comments, shares, link clicks, other clicks, photo clicks, video views it is
getting both paid and organic way.
o Video data: This are data of How videos from the page are performing in terms of
video views, link clicks, Likes, comments, shares and other clicks on the video. Video
data are necessary when there is a campaign running in which the promotional
medium is through video ads. This data helps to determine how the ovc or video
commercial is performing in the social media platforms.
 Performing competitive analysis

I was assigned to perform a competitive analysis of the digital platforms of Clemon which are
Sprite, 7up and Pran up. The competitive analysis criteria included How competitor brands are
utilizing their Brand ambassadors for communicating with their target group, the kind of
promotional messages competitor brands are using during festive seasons, the kind of video
contents they are using, how they are motivating their followers to engage with their contents,
how they are creating more brand awareness through organizing different outdoor events, how
they are changing their products to attract consumers more and so on.

2.2 Organization-wide Activities

 Client service Department

The client services manager is the ad agency executive who guides the campaign-building
process. From client communications and work flow to budgets and billing, client services
managers have many responsibilities. Client service executives connect an agency's creative
efforts with advertisers’ needs, from leading a first meeting on a new account to researching
media outlets for a campaign. They maintain relationships with executives of client
businesses, oversee the agency’s account team across all disciplines and develop strategies
for clients. In short, the client services manager is accountable for all aspects of the delivery
of work to the client. But the account leader’s role goes beyond merely giving a client what

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he wants. Client services managers are problem solvers who analyze markets and help
advertisers develop business goals for their goods and services. In Mindshare the CS
Department also maintains the online community of a brand. (Alyson, Jennifer)

 Media Buying Department

Media buying is the process of buying media placements for advertising (on TV, in
publications, on the radio, digital signage, or on websites). A function of advertising
commonly found within agencies; the primary goal of media buying is to achieve the highest
reach for the lowest possible price. Successful media buyers are skilled in negotiating the
price of media on behalf of their client. Media buying usually picks up where media planning
ends, though sometimes buyers act as planners. Buyers use the information and strategy
presented by planners to make the right deals and execute strategy. Media buying is
responsible for the purchase, performance monitoring, and optimization of campaigns.
(Verticalrail, 2016)

 Media Planning Department

Media planning is the process of identifying and selecting media outlets – mainly
newspapers, magazines, websites, TV and radio stations, and outdoor placement – in which
to place paid advertisements. The person responsible for evaluating the many media options
and strategizing campaigns to support a particular product, service, or brand is called a media
planner. A media planner’s job is to develop a coordinated plan for a particular client’s
advertising budget. They decide where, when, and how often to feature a specific ad. The
more the planner can optimize – meaning stretch – a client’s budget to reach the largest
number of people, the better his or her odds of seeing results. The whole purpose of
advertising is to make potential customers aware of a company’s products or services and to
persuade them to buy them. (Shopify.com)

 Content Planning Department

Mindshare provides the service of creating a wide range of content from print, digital, video,
animated graphics, TVC, to web and social media content for Brands. Content is king.

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Keeping that in mind, mindshare team develops effective promotional contents & materials
for its clients so that they can achieve the maximum exposure they require.

 Creative Department

With a team full of creative minds & diverse background, producing bold & inspiring content
at scale for Mindshare clients. Creative department includes video editor, animators,
Graphics designer and so on.

Chapter 03
CONSTRAINTS/CHALLENGES

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3.1 Identified/Observed in the Organization
During the three months of the internship session, many limitations created obstacles.
Some of the limitations in making the report are following-

 Working under Asiatic Mindshare Ltd. Was not so easy. Two days after I have joined, I
was assigned to Clemon’s Facebook page to maintain the community. Clemons was
running an engagement based social media campaign based on Bangladesh vs India tour.
As the campaign was focused on audience engagement thousands of comments were
coming to each contents & I was assigned to monitor and respond to each participant
comment on a regular basis. I had to respond to thousands of comments made by the
participants according to their given messages and hide or delete inappropriate comments
made by the participants. Each post had more than two thousand comments made by
participants which had a good amount of inappropriate comment that needed to be taken
care of. Monitoring this was a good but difficult challenge as it is quite difficult to
monitor the community when there are so many queries made.
 I also had to respond to customer queries that they have sent via the page’s inbox. I had
to respond to each query without making a single mistake. During any campaign the
number of queries to respond increases which become a lot difficult to maintain.
 When the campaign was on for the brand page, I had to maintain the community from my
home during holidays.
 It is quite impossible to observe the whole company and its activities to obtain a fruitful
output. It would require a huge amount of time which was not available for this study.
 There was limited sitting area for interns.
 Dedicated lane cable is given for all the employees and also for the interns but maximum
number of employees face problem when it was needed, as a result sometime employee
get frustrated for this issue.
 The condition of some of the laptops that were given for the intern's job was not very
good. Some were almost unusable and needed an upgrade as fast as possible.
 There are not enough data on this Company available to use for making this report.

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3.2 Mismatches & Missing Skills in Academic Preparation
During my Internship period I have faced with some difficulties while performing some tasks.
There is some missing knowledge that is needed to be learned in the university which are
relevant with the company-

Missing skills:
 Practical Digital marketing knowledge: During my university time period I had a
Course in MIS which is named “Web Based Marketing” which taught almost all
technical knowledge that are required to know everything about Digital marketing
including Ad placement on different Online channels. Though this course was really
helpful, a Practical practice during any session would have been more helpful to me
as I am now working in the Digital platforms. More practical knowledge from this
course would have helped me in doing the works more effectively that I’m doing
right now.
 More Guideline of Campaign Planning: During my university time period I had a
Course in marketing which is named “Social Media & Digital Marketing” which
taught everything one needs to know about Social media-based marketing activities.
From promotional planning to campaign makings and so on. We were assigned to
make a Final presentation and report on making a social media campaign. We had to
make it without having proper guidelines on what to follow. If we had this
information it would be beneficial for me to properly plan campaigns.
 Importance of technical skills: The academic preparation gave more emphasis on
theoretical exams rather technical knowledge where as in the job sector, the
importance of technical knowledge is much higher than bookish knowledge.

Mismatch skills:

 Difference in Work environment: During my university time period I was taught to

maintain a formal look while working at an organization but while working at Asiatic
mindshare Ltd. The work environment here is much more flexible. There is no
specific dress code to maintain on a regular basis.

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 Chapter 04
LESSONS LEARNED FROM THE INTERNSHIP
PROGRAM

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4.1 Knowledge/Skills/Competencies Acquired from the Organization:
Internship is a phenomenon which is created for the fresh graduate students as a part of their
graduation program for the development purpose. During the experience, I came across many
things. I have developed myself effectively over last 2 months. I have become more punctual and
professional now. The main lesson that I learned from my experience in the last two months was
the practical application of the knowledge gained from what I have learned from studying at
American International University - Bangladesh and not just this, Asiatic Mindshare has built
me up to think out of the box now. My supervisor was very cooperative in case of sharing their
knowledge and helped me in every aspect of my learning process. He helped to develop my
skills that are definitely going to help me in my future life. The skills that I have learned in the
time of working in Asiatic-Mindshare are listed below:

 Time management

To adopt the corporate culture, I have to be punctual in my activity and in regular life. Time
management is a must to follow at an organization. In Asiatic Mindshare Ltd. it is a strict rule to
reach office within 10:30 AM. As an intern I had to follow these rules so that I can prepare
myself to early wake up in the morning and ready for office. So, this habit will change my
regular activity of my life in right time frame.

 Team Work

As a client service intern of Asiatic Mindshare Ltd. i had to coordinate with the other
departments while preparing a plan for the brands. As I am assigned with the brand Clemon I had
to sit with the Media buying, Media Planning & planning team to prepare a draft plan for
Clemons upcoming nationwide university event. We also had a meeting together with the Brand
manager of clemon & Bashundhara Noodles & Pasta regarding the next year planning and
clemon’s upcoming university event. Only proper team work can make a program or campaign
successful. Such experience has sharpened my ability to work in a team environment effectively.

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  Ability to work under pressure

There was time when I had to handle multiple tasks at a time under severe pressure, also work
late up to late hours at office and strict deadlines. This has taught me how to prioritize my
workload and work effectively and efficiently.

 Technical skills
During my 3 months at Asiatic Mindshare I have used Microsoft word, Excel & PowerPoint to
continuously make reports, plans and keep important data noted for the clients. Apart from these
I also did all the data analysis from the Facebook ads manager and from the Clemon Facebook
page to prepare a monthly report for the client.

 Personal Development
In the period of my internship, it developed a sense of professionalism in me like- dressing up
gently to look smart and confident, having punctuality; maintaining confidentiality and working
with responsibility. Moreover, it helped to know various rules and regulation in the corporate
world and how to fit in there.

 People Skill
Working in an office environment for 2 consecutive months has exposed me to the office culture
in an expanded vision which I have not been able to experience during my academic years. This
internship has enriched my communication skills as I have been able to communicate with my
colleagues, supervisors and other executives outside the office. The internship period has also
helped me in improving my interpersonal skills as I have communicated with different
executives regarding different queries. Overall, it has boosted my confidence to interact better
with people both formally and informally.

 Campaign Planning
During my internship period at Asiatic Mindshare I got an opportunity to learn the process of
planning a campaign for clemon’s National university program.

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  Community management
During my internship period I had to manage the community of clemon’s social media mediums.
I had to reply to various queries by the consumers, also complains and I had to continually
engage with them instantly during campaigns from the brand on social media.

 Knowledge in the new field

Before starting my internship at Asiatic Mindshare, I had no knowledge regarding how a Media
Buying Agency operates. After two months of working I now have sufficient knowledge
regarding how an agency operates, how each department contributes in making a successful
campaign and the chain of command that is maintained there.

 A Taste of corporate culture

Working in a corporate office is a new experience for any fresh graduate like me. This internship
program gave me an opportunity to apply the theoretical knowledge I have gained during my
university into work life. Organization culture is not learned overnight. To know about the
culture, people need to stay in the environment for a while. Then the culture is learnt and known.
Knowing the company culture gives an advantage to intern like me to interact with other people
with respect.

 Understanding Career Goals

Working three months as an intern gives candidate a good idea regarding the industry, thus this
helps them to choose their career goals more easily. Working at Asiatic Mindshare provided me
with the experience of working at an Agency, the importance of this industry in our economy,
the scope of learning and working with multiple brands.

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4.2 Knowledge/Skills/Competencies Acquired from the University:

 Presentation skills
During my university period I have acquired the knowledge and experience of delivering
effective presentations of different topics. I have learned how to prepare a presentation based on
reports and case studies, I have learned the proper ways of delivering an effective presentation,
what kind of presentation delivery methods are more effective to attract the audiences, how to
handle difficult Questions on a rapid fire and so on.

 Performing Consumer/Market research

During my university period I have acquired the knowledge and experience of how data for a
research is usually collected. For my Research mythology course, we had to perform a Consumer
research at AIUB by collecting student data from more than 100 students at AIUB. Also, for our
marketing research course we had to perform a market research regarding medical service
feedback among the citizens of Dhaka. We had to collect consumer feedback from around the
city regarding what they think of the private and public medical service available in the city.
 Using Marketing Research tools
For our Research methodology course and marketing research course we had to prepare a report
for our final project. To create this report, we had to collect consumer data from both AIUB and
from around Dhaka city. In order to use this data, we had to analyze it using a Statistics tool like
SPSS from IBM. We got an opportunity to learn how software’s like these are used to analyze
consumer data collected for research purposes.
 How to properly use referencing while preparing reports

During my time at AIUB, one of our teachers taught us everything we need to know regarding
how to use the Harvard Business school Referencing guide while preparing a report. He told us
the importance of giving proper reference while using data from the web, journals and so on. He
not only showed us but also provided us a practical knowledge so that we can always use this
guidance for our report making works.

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 Chapter 05
CONCLUDING STATEMENTS

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5.1 Summary
Since working in a multinational Media buying agency like Asiatic Mindshare LTD was one of
my goals when I was an undergraduate level student. I am so happy that I could complete the last
phase of my undergraduate life working here. For a young soul like me working with the creative
minds and professionals was really a great experience for me. The office and the people made it
feel like home. Every communication counts. 360-degree communication is done by Asiatic
Mindshare LTD, though 2 months attachments is not enough for a person to learn all those, the
relationships made there is an asset who are still with me helping to learn so many things. It was
a great journey working with so many local and international brands which conclude that it has
been a great learning opportunity for me. This has been a great learning experience for my
career. Marketing communications made Digitally is essential to make today’s brands successful
and reach not only locally but also internationally. Again, this report is done with various
limitations and obstacles. Thanks to the people who helped me in doing this report.

5.2 Suggestions Addressing the Challenges Identified

Here are some suggestions made addressing the Challenges written in Chapter 3.

 Hire Dedicated Community Management Employee’s: The organization can hire

Employees whose core responsibility would be to manage the community of their brands.
This action would lower the community management pressure on their interns.
 Arrange proper sitting space: The organization can renovate their working space to
make more room for the interns to work properly.
 Ensure Better Quality Internet Service: The organization need to ensure good internet
service and also the IT department need to check regularly or weekly the connectivity of
the internet service so that the employees do their work properly.
 Upgrade the work laptops: It is necessary to provide a Laptop with a good condition in
order to get effective work done more quickly. It would be better if the laptops can be
replaced with newer ones.
 Make Company information more available: While making this report it was quite
difficult to gather company Data from the web as there was very limited sources. Asiatic
Mindshare can improve their website more by adding more data into it.

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 Chapter 06
PROPOSED IMPROVEMENT PLAN

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 6.1 Improvement Plan:
Existing Actions to be Strategy (Mode of Office/Personnel Resource Expected Concrete
Problem/Weak Taken/Proposed implementation or ways of Involved (Who will Requirements Result/Outcome
Areas of the Solution addressing the problem) implement and (Manpower and
Organization who will Financial)
as identified benefit/affected by
in the AR the
Action/Solution)
Lack of Dedicated Hire Employees  To Identify no of brands that needs  Client Service  Human More efficiency on
community whose core community management support executives resource Community
Management responsibility would  Hire Employees based on no of  Human  Financial. management
Team be to manage the Client service executives are Resource
community maintaining the brands department.
Lack of More workspace  To identify the average number of  Top  Human Interns will be provided
workspace for the should be provided interns working management. Resource with designated
interns for the interns.  rent/arrange for more space to  Admin  Financial workstation.
accommodate interns’ desks
3. Slow internet/ Internet/Wi-Fi speed  To identify no of employees  Executive  Financial Internet speed will be
Wi-Fi should be upgraded working in each floor Director  Equipment enhanced and better
connectivity  Provide a better Internet cable line  IT Department online work can be
and a more powerful WIFI router done.
for maximum availability

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 REFERENCES

Web References:

 Alyson, Jennifer. (n.d.). Role of Client Service Managers in an Advertising Agency.

Small Business - Chron.com. Retrieved from http://smallbusiness.chron.com/role-
client-service-managers-advertising-agency-41524.html

 What is Media Buying? - Verticalrail.com. Retrieved from

https://www.verticalrail.com/kb/what-is-media-buying/

 Media Planning - Business encyclopedia - Shopify.com. Retrieved from

https://www.shopify.com/encyclopedia/media-planning

 Media Planning - Business encyclopedia - Shopify.com. Retrieved from

https://www.shopify.com/encyclopedia/media-planning
 GroupM, Background - linkedin.com. Retrieved from
https://www.linkedin.com/company/groupmworldwide
 WPP plc, Background - wikipedia.org. Retrieved from
https://en.wikipedia.org/wiki/WPP_plc
 Mindshare Bangladesh, Background- mindshare-bd.com. Retrieved from
https://mindshare-bd.com
APPENDICES