LT lummingbird Advertising Agency Over the past decade since its inception, Hummingbird Advertising Agency had successfully cyjey Out a niche for itself in the advertising industry. Based out of the growing town of Ahmedabad, ihe ‘Agency was already recognized amongst the top ten in the country. Its founder Jay Purohit was ; restless man of 45, who had worked as a copywriter and creative director with several communication agencies in the country before setting up Hummingbird. And he was proud that in the past five yeats, he had managed to attract a pool of talented people to work for his agency. In turn, Hummingbird had secured several reputed clients from a wide range of industries, building a rich portfolio for the agency. Thus, it wasn’t without a reason that when Jay walked in the conference room to brainstorm over Hummingbird’s latest project, he was all smiles. Jay: Congratulations team for ‘winning the account of the elusive Rayman Group! Team: Thanks, Jay! Jay: As you already know Rayman is one of the leading players in the woollen textile business in India. Launched since 1925, today the company’s flagship brand Rayman has over eight decades of existence. Its other brands Garden Avenue, Colour, etc. are also quite popular. And,as a brand, Rayman has been able to garner tremendous equity in the Indian market, so much so, that the name itself is enough for consumers to get an association of trust and quality. I’s going to be quite a challenge for us to please this client. Robert (Creative Director): Tell us about the challenge! It’s going to be hell appeasing these guys, especially after they have bid adieu to the number one agency OM for disagreement over the creative strategy. Phew! Jay: Absolutely! So we'll have to rack our brains on how to give theit age-old advertising campaign 2 new direction and a fresh look. Mahima (Sr. Account Executive): Not only that, but we'll also have to address the key communication problem that the brand has been facing of late ~ appealing to the new generation. It is clear from Rayman’s brand manager Mr. Malhotra’s brief that the brand is getting slotted as ‘one belonging to your dad'’s generation.’ There is a dire need to speak to a younger audience who has yet to git an experience of the brand, and allthis, in Mr. Malhotra’ words, “without losing out on the cot audience of the mature man who has arrived in life.” That means, we'll have to first begin by proflisg this “young, Indian Ray-male.” Mansi, you ready to take on the job? Mansi (Account Planner): Yes ma'am, I'll research for key insights into the target audience’ lifes Scanned with CamScannerte Chapter 5 7 Mahimat You might nced to do some rungsters have About Rayman, Mansi: Yop! I'll get back to you in 15 Robert: Terrific! ‘That would be Make it 10, days, P for my copywriter and visual f 'y | would have wanted it by yesterday. (Smiles) We're '¢ campaign idea, replete with all roughs of preliminary artwork, has to be presented in a month from nowe mea Robert: By the way, Jay and Mahima, Pmassigning Arun for the copy work. He’s great with emotional stuff, you know. And we need something stellar to beat OM’s tagline, “The Perfect Man.” On that note, Mansi, can you also tell us if there is a need to change the tagline or “if it ain’t broke, we shouldn't fi Mansi: Sure! Mahima: Robert, while we're talking about copy, 'm reminded of one input I got from Mr. Malhotra. He inadvertently mentioned that OM’s creative ‘was too copy-heavy, whereas they've always wanted to convey Rayman’s style and attitude more visually Robert: Uh... huh, I'll bear that in mind, although T also feel that visuals and emotions are the way to go fora brand like this. But more on that in our next mecting Jay: Ashok, do you have a general idea about the kind of media we want to use? This being a major repositioning exercise, we may be able to easily ask for a media outlay of at least Rs. 50 rove. Ashok (Media Planner): Well, we'll definitely have to include television and print — Rayman's traditional favourites. But most importantly, we'll have to do something unconventional — include ‘new media for instance, We'll have to build up on their social media presence if we want to reach out to the youngsters. Events could be a possibility, if we can manage the budget for them, But I would rather not spread ourselves too thin if we just have Rs. 50 crore. Jay: Robert, do you think we have the capabilities for creative in new media? Robert: We can do the copy and art, but for technical issues we’ outfit, Last year, they had developed the website for our client Lue! commission, ll have to outsource to Mahesh’s Corn Oil. They operate on 15% Mahima: Somehow I’m not too comfortable with those folks. Last for delivering work on schedule. Robert: True, but we can be sure that their output matches the quality expectations of Hummingbird. And I'm jittery about trying new agencies for Rayman. Jay: We can drive them on schedules if have to. But first, well have to get an in principle green-signal on the new media plan before we involve Mahesh. In any case, that’s not going to happen before our first presentation next month. | Well folks, I think we'te pretty clear on how to make a start. Mahima, once you have the advertising Strategy in place based on the research inputs from Mansi, do run it by me. In between, you can call fora brainstorming session if you need more ideas. ; Mahima: I might ust do that. I hope Robert you are not travelling next week. Robert: Nopes, I'm in town, oye Mahima: Great! Then let's get together with your team for a quick brainstorm next Saturday. If all 80cs well, I should be able to hand you the creative brief by the Monday after. bert: Sounds good. Jay: Ok guys, ‘on. for your time! I'll be in my office or a phone call away if you need an opinion. Seep up the tempo on this one! “am: Bye Jay! time I had to chase them fiercely Scanned with CamScanner222 Advertising and Integrated Marketing Communications Questions 1. Outline the roles and responsi project. 2. Is Hummingbird a full service advertising agency? What are the various departments in the agency? Prepare the organizational structure of Hummingbird. ities of each team member of Hummingbird for the Rayman Scanned with CamScanner