ADVERTISING AGENCY

NAME- DEEPIKA
ROLL NO. - 2105184
COURSE - B.COM. PROGRAM
WHAT IS AN ADVERTISING AGENCY

• An advertising agency, often referred to as a creative agency or an ad agency, is a business

dedicated to creating, planning, and handling advertising and sometimes other forms of
promotion and marketing for its clients. An ad agency is generally independent of the client; it
may be an internal department or agency that provides an outside point of view to the effort of
selling the client's products or services, or an outside firm. An agency can also handle overall
marketing and branding strategies promotions forlients, which may include sales as well.
• Typical ad agency clients include businesses and corporations, non-profit organizations and
private agencies. Agencies may be hired to produce television advertisements,
radio advertisements, online advertising, out-of-home advertising, mobile marketing, and
AR advertising, as part of an advertising campaign.
CASE STUDY OF GREY INDIA - ADVERTISING
AGENCY
ABOUT GREY INDIA

• Grey India is a part of Grey Global Group and is a globally-recognized marketing and advertising brand.
Grey Group India is among the world’s top marketing and advertising agencies. The Advertising Agency
is well known for its mark in almost every industry with its services.
• The Advertising company was established in 1917 by Lawrence Valenstein and has its headquartered in
the U.S. It has many subsidiary branches named Grey India, MediaCom Worldwide, G2, GHG, GCI
Group, Grey EMEA, ArcTouch, Alliance, G WHIZ, WING.
• Grey Group's international clients include Procter & Gamble, GlaxoSmithKline, Nokia,
British American Tobacco, Diageo, Volkswagen, Novartis, Wyeth, Canon, DirecTV, and 3M.[4]
HISTORY OF GREY INDIA

• Founded in 1917 by Lawrence Valenstein and Arthur C. Fatt, Grey Global Group began as a
direct marketing company named Grey Studios, reflecting the color of the wall of its original
quarters, changing to Grey Advertising in 1925.
• In 1956, Grey acquired its first major client, Procter & Gamble. In 1961, billings reached $59
million[7] and in the same year, Herbert D. Strauss was named president and the firm expanded
domestically and internationally.[7][8] In 1961, the firm opened an office in Los Angeles,[7] and in
1962 the firm opened an office in London and in 1963 in Japan.[7][9] In 1964, billings reached
$100 million.[7]
• In 1965, the firm went public, trading on the Nasdaq exchange, and the firm expanded into the
use of psychographics (the analysis of consumer lifestyles).[7] In 1966, Grey became one of the
top 10 agencies in the U.S.[7]
• In 1967, Strauss was named chief executive officer and chairman, and Edward H. Meyer was
named president.[7][8] In 1969, Strauss was named chairman[8] In 1970, Meyer was named chief
executive officer.[10]
MORE INFORMATION ABOUT GREY INDIA
AWARDS
• In 2010, Grey was listed on Fast Company's
"50 Most Innovative Companies". In 2010, it
was added to Advertising Age's "Agency A-
List". In 2006, Grey was awarded 12 "Spots
of the Week" by Ad Age, which placed it
second highest overall.
CONTROVERSY
• In 2016, Grey for Good, Grey Group's
philanthropic communications division,
created a hoax app that claimed to use
crowdsourcing to help the refugee crisis in
the Mediterranean Sea.[27] After it was
debunked by developers, the Apple Store
pulled the app on the same day it was
awarded a Bronze Lion at the
Cannes Lions festival.[
CASE STUDY OF LEO BURNETT-
ADVERTISING AGENCY
ABOUT LEO BURNETT
• Leo Burnett (October 21, 1891 – June 7, 1971) was an American advertising executive and
the founder of Leo Burnett Company, Inc. He was responsible for creating some of advertising's
most well-known characters and campaigns of the 20th century, including Tony the Tiger, the
Marlboro Man, the Maytag Repairman, United's "Fly the Friendly Skies", and Allstate's "Good
Hands", and for garnering relationships with multinational clients such as McDonald's, Hallmark
and Coca-Cola.[1] In 1999, Burnett was named by Time as one of the 100 most influential
people of thE.
• A private company formed in 1935 and officially running under the name of "
Leo Burnett Company, Inc.", the agency started with working capital of $50,000, eight
employees and three clients.[20][21] Now a part of Publicis Groupe, Leo Burnett is one of the
largest agency networks with 85 offices in 69 countries and 9,000+ employees.[22][23][24]
• For the first several years, Burnett billed about $1 million annually.[25] By 1950, billings had
increased to $22 million, and by 1954 the company was at $55 million annually. By the end of
the 1950s, the Leo Burnett Company was billing $100 million annually.[
BIOGRAPHY

• Leo Burnett was born in St. Johns, Michigan, on October 21, 1891, to Noble and Rose Clark
Burnett. Noble ran a dry goods store and as a young man, Burnett worked with his father,
watching Noble as he designed ads for the business.[3][4] After high school, Burnett went on to
study journalism at the University of Michigan and received his bachelor's degree in 1914.[
• In 1935, Burnett founded the Leo Burnett Company, Inc.[15] Later, the operation moved to the
18th floor of the London Guarantee Building.[16] Today, the agency has 9,000+ employees in
over 85 offices globally.[citation needed]
• In December 1967, nearing the end of his career, Burnett delivered his "When To Take My
Name Off The Door" speech at the agency's holiday gathering.[15][17]
• On June 7, 1971, Burnett went to his agency, pledging to colleagues to work three days per
week due to health problems. That evening, at age 79, he died of a heart attack at his family
farm in Hawthorn Woods, Illinois.[18][19] He is buried at Rosehill Cemetery in Chicago.
ADVERTISING TECHNIQUES – LEO BURNETT
• Burnett used dramatic realism in his advertising, the soft sell approach to
build brand equity.[28] Burnett believed in finding the "inherent drama" of
products and presenting it in advertising through warmth, shared emotions
and experiences.[29] His advertising drew from heartland-rooted values using
simple, strong and instinctive imagery that talked to people.[30] He was also
known for using "cultural archetypes" in his copy, by creating mythical
creatures that represented American values. This is evident on such
campaigns as Jolly Green Giant, Pillsbury Doughboy, Tony the Tiger and more
famously the Marlboro Man.[31] Indeed, these campaigns played on the
1950s attitudes towards masculinity that pervaded his campaigns.