Aspm Group 1

8/3/2019 Aspm Group 1

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PREFACE

It is a matter of great honour for me to present before my humble readers this project

based on the study of TOP 25 ADVERTISING AGENCIES OF INDIA Theforegoing presentation is an honest and painstaking effort on my part in black andwhite about the colourful world of advertising agencies. The data collected by me issecondary. I have taken assistance from knowledgeable and apt taskmastersshouldering work of great responsibility in some of the reputed advertising agencies.However, with due respect to the urge of these agencies for maintaining secrecy abouttheir operations and financial data ,I also had to resort to secondary sources forobtaining data like newspapers, magazines and the websites of these agencies.Although the information obtained from secondary sources may prima facie seem to

be paralysed by window dressing, to be absolutely frank with my understandingreaders, it has been discovered that this data is as reliable as the one I have obtained

from the horses mouth for other agencies. Due to paucity of time and reluctance ofcertain internationally acclaimed advertising agencies in co-operating with me for this

project due to some obvious reasons on their part ,I have been able to cover in thisproject a study of 25 agencies. But the foregoing pages will warrant my painstakingefforts and the extensive study undertaken by me for each of them.So, with duerespect to my patient readers for the time they will spare for my project and withconfidence flowing through my nerves that both the time and patience of my readerswill not be tried and tested and but duly rewarded with the intensity of my efforts , Icarry you gracefully into my world of advertising agencies


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ACKNOWLEDGEMENT

I would like to sincerely thank the college for giving me this opportunity of taking upsuch a challenging project which has enhanced my knowledge about the AdvertisingIndustry & the advertising agencies. I am very grateful to Prof. Urvashi Makkar,under whose guidance and assistance I was able to successfully complete my project.I am also thankful to group members whose advice and thoughts helped me gain a

better understanding of this huge advertising industry and the flambouyant,magnanimous world of advertising agencies. Last but not the least; I also thank the

below-mentioned honourable dignitaries and task-masters who have played a majorrole in leading their respective agencies to the sky of glory. This is a special thanks tothem for sparing their precious time, fitting my out-of-the-way appointment into theirdiary and giving almost all the information required by me in an unbelievablyamicable manner. Without the priceless contribution and coveted guidance of all theabove-mentioned people, this project would have never got a shape of reality and

emerged before all of you in the manner and in the style as it now appears.


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INTRODUCTION

Advertising is a form of communication used to persuade an audience (viewers,readers or listeners) to take some action with respect to products, ideas, or services.Most commonly, the desired result is to drive consumer behavior with respect to a

commercial offering, although political and ideological advertising is also common.Advertising messages are usually paid for by sponsors and viewed viavarious traditional media; including mass media suchas newspaper, magazines, television commercial, radio advertisement, outdooradvertising or direct mail; or new media such as websites and text messages.Commercial advertisers often seek to generate increased consumption oftheir products or services through "Branding," which involves the repetition of animage or product name in an effort to associate certain qualities with the brand in theminds of consumers. commercial advertisers who spend money to advertise itemsother than a consumer product or service include political parties, interest groups,

religious organizations and governmental agencies. Nonprofit organizations may relyon free modes of persuasion, such as a public service announcement (PSA).Modern advertising developed with the rise of mass production in the late 19th andearly 20th centuries.In 2010, spending on advertising was estimated at more than $300 billion in theUnited States and $500 billion worldwideInternationally, the largest ("big four") advertising conglomeratesare Interpublic, Omnicom, Publicis, and WPP.

DEFINITION

The non-personal communication of information usually paid for & usuallypersuasive in nature, about products (goods & services) or ideas by identifiedsponsor through various media. (Arenes 1996)

Any paid form of non-personal communication about an organization,product,service, or idea from an identified sponsor. (Blech & Blech 1998)

Paid non-personal communication from an identified sponsor using massmedia to persuade or influence an audience. (Wells, Burnett, & Moriaty 1998)

The element of the marketing communication mix that is non personal paid foran identified sponsor, & disseminated through channels of mass

communication to promote the adoption of goods, services, person or ideas.(Bearden, Ingram, & Laforge 1998)

An informative or persuasive message carried by a non personal medium &paid for by an identified sponsor whose organization or product is identified insome way. (Zikmund & D'amico 1999)

Impersonal; one way communication about a product or organization that ispaid by a marketer. (Lamb, Hair & Mc.Daniel 2000)

Any paid form of non-personal presentation and promotion of ideas,goods orservices by an identified sponsor. (Kotler et al., 2006)


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HISTORY

Egyptians used papyrus to make sales messages and wall posters. Commercialmessages and political campaign displays have been found in the ruinsof Pompeii and ancient Arabia. Lost and found advertising on papyrus was common

in Ancient Greece and Ancient Rome. Wall or rock painting for commercialadvertising is another manifestation of an ancient advertising form, which is presentto this day in many parts of Asia, Africa, and South America. The tradition of wall

painting can be traced back to Indian rock art paintings that date back to 4000 BC.History tells us that Out-of-home advertising and billboards are the oldest forms ofadvertising.As the towns and cities of the Middle Ages began to grow, and the general populacewas unable to read, signs that today would say cobbler, miller, tailor or blacksmithwould use an image associated with their trade such as a boot, a suit, a hat, a clock, adiamond, a horse shoe, a candle or even a bag of flour. Fruits and vegetables were

sold in the city square from the backs of carts and wagons and their proprietors usedstreet callers (town criers) to announce their whereabouts for the convenience of thecustomers.As education became an apparent need and reading, as well as printing, developedadvertising expanded to include handbills. In the 17th century advertisements startedto appear in weekly newspapers in England. These early print advertisements wereused mainly to promote books and newspapers, which became increasingly affordablewith advances in the printing press; and medicines, which were increasingly soughtafter as disease ravaged Europe. However, false advertising and so-called "quack"advertisements became a problem, which ushered in the regulation of advertisingcontent.

As the economy expanded during the 19th century, advertising grew alongside. In theUnited States, the success of this advertising format eventually led to the growth ofmail-order advertising.In June 1836, French newspaper La Presse was the first to include paid advertising inits pages, allowing it to lower its price, extend its readership and increaseits profitability and the formula was soon copied by all titles. Around 1840, Volney B.Palmer established the roots of the modern day advertising agency in Philadelphia. In1842 Palmer bought large amounts of space in various newspapers at a discountedrate then resold the space at higher rates to advertisers. The actual ad - the copy,layout, and artwork - was still prepared by the company wishing to advertise; ineffect, Palmer was a space broker. The situation changed in the late 19th century

when the advertising agency of N.W. Ayer & Son was founded. Ayer and Son offeredto plan, create, and execute complete advertising campaigns for its customers. By1900 the advertising agency had become the focal point of creative planning, andadvertising was firmly established as a profession.Around the same time, inFrance, Charles-Louis Havas extended the services of his news agency, Havas toinclude advertisement brokerage, making it the first French group to organize. Atfirst, agencies were brokers for advertisement space in newspapers. N. W. Ayer &Son was the first full-service agency to assume responsibility for advertising content.

N.W. Ayer opened in 1869, and was located in Philadelphia.


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An 1895 advertisement for a weight gain product.

A print advertisement for the 1913 issue of the Encyclopdia Britannica


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Advertisement for a live radio broadcast, sponsored by a milk company and publishedin the Los Angeles Times on May 6, 1930At the turn of the century, there were few career choices for women in business;

however, advertising was one of the few. Since women were responsible for most ofthe purchasing done in their household, advertisers and agencies recognized the valueof women's insight during thecreative process. In fact, the first American advertisingto use a sexual sell was created by a woman for a soap product. Although tame bytoday's standards, the advertisement featured a couple with the message "The skin youlove to touch".

Advertisements of hotels inPichilemu, Chilefrom 1935.


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In the early 1920s, the first radio stations were established by radio equipmentmanufacturers and retailers who offered programs in order to sell more radios toconsumers. As time passed, many non-profit organizations followed suit in setting uptheir own radio stations, and included: schools, clubs and civic groups.[5] When the

practice of sponsoring programs was popularised, each individual radio program was

usually sponsored by a single business in exchange for a brief mention of the business' name at the beginning and end of the sponsored shows. However, radiostation owners soon realised they could earn more money by selling sponsorshiprights in small time allocations to multiple businesses throughout their radio station's

broadcasts, rather than selling the sponsorship rights to single businesses per show.This practice was carried over to commercial television in the late 1940s and early1950s. A fierce battle was fought between those seeking to commercialise the radioand people who argued that the radio spectrum should be considered a part of thecommons to be used only non-commercially and for the public good. The UnitedKingdom pursued a public funding model for the BBC, originally a private company,theBritish Broadcasting Company, but incorporated as a public body by Royal

Charter in 1927. In Canada, advocates like Graham Spry were likewise able to persuade the federal government to adopt a public funding model, creatingthe Canadian Broadcasting Corporation. However, in the United States, the capitalistmodel prevailed with the passage of the Communications Act of 1934 which createdthe Federal Communications Commission (FCC). However, the U.S. Congress didrequire commercial broadcasting companies to operate in the "public interest,convenience, and necessity". Public broadcasting now exists in the United States dueto the 1967 Public Broadcasting Act which led to the Public BroadcastingService (PBS) and National Public Radio (NPR).In the early 1950s, the DuMont Television Network began the modern practice ofselling advertisement time to multiple sponsors. Previously, DuMont had troublefinding sponsors for many of their programs and compensated by selling smaller

blocks of advertising time to several businesses. This eventually became the standardfor the commercial television industry in the United States. However, it was still acommon practce to have single sponsor shows, such as The United States Steel Hour.In some instances the sponsors exercised great control over the content of the showup to and including having one's advertising agency actually writing the show. Thesingle sponsor model is much less prevalent now, a notable exception beingthe Hallmark Hall of Fame.In the 1960s, campaigns featuring heavy spending in different mass media channels

became more prominent. For example, the Esso gasoline company spent hundreds of

millions of dollars on an brand awareness campaign built around the simpleand alliterative theme Put a Tiger in Your Tank. Psychologist ErnestDichter and DDB Worldwide copywriter Sandy Sulcer learned that motorists desired

both power and play while driving, and chose the tiger as an easytoremembersymbol to communicate those feelings. The North American andlaterEuropean campaign featured extensive television and radio and magazine ads,including photos with tiger tails supposedly emerging from car gas tanks, promotionalevents featuring real tigers, billboards, and in Europe station pump hoses "wrapped intiger stripes" as well as pop music songs. Tiger imagery can still be seen on the

pumps of successor firm ExxonMobil.The late 1980s and early 1990s saw the introduction of cable television and

particularly MTV. Pioneering the concept of the music video, MTV ushered in a newtype of advertising: the consumer tunes in for the advertising message, rather than it


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being a by-product or afterthought. As cable and satellite television becameincreasingly prevalent, specialty channels emerged, including channelsentirely devoted to advertising, such as QVC, Home Shopping Network, and ShopTVCanada.With the advent of the ad server, marketing through the Internet opened new frontiers

for advertisers and contributed to the "dot-com" boom of the 1990s. Entirecorporations operated solely on advertising revenue, offering everythingfrom coupons to free Internet access. At the turn of the 21st century, a number ofwebsites including the search engine Google, started a change inonline advertising byemphasizing contextually relevant, unobtrusive ads intended to help, rather thaninundate, users. This has led to a plethora of similar efforts and an increasing trendof interactive advertising.The share of advertising spending relative to GDP has changed little across largechanges in media. For example, in the US in 1925, the main advertising media werenewspapers, magazines, signs on streetcars, and outdoor posters. Advertisingspending as a share of GDP was about 2.9 percent. By 1998, television and radio had

become major advertising media. Nonetheless, advertising spending as a share ofGDP was slightly lowerabout 2.4 percent.A recent advertising innovation is "guerrilla marketing", which involve unusualapproaches such as staged encounters in public places, giveaways of products such ascars that are covered with brand messages, and interactive advertising where theviewer can respond to become part of the advertising message.Guerrilla advertising is

becoming increasing more popular with a lot of companies. This type of advertising isunpredictable and innovative, which causes consumers to buy the product or idea.This reflects an increasing trend of interactive and "embedded" ads, such asvia product placement, having consumers vote through text messages, and variousinnovations utilizing social network servicessuch as Facebook.

PUBLIC SERVING ADVERTISING

The advertising techniques used to promote commercial goods and services can beused to inform, educate and motivate the public about non-commercial issues, such asHIV/AIDS, political ideology, energy conservation and deforestation.Advertising, in its non-commercial guise, is a powerful educational tool capable ofreaching and motivating large audiences. "Advertising justifies its existence whenused in the public interestit is much too powerful a tool to use solely for

commercial purposes." Attributed to Howard Gossage by David Ogilvy.Public service advertising, non-commercial advertising, public interestadvertising, cause marketing, and social marketing are different terms for (or aspectsof) the use of sophisticated advertising and marketing communications techniques(generally associated with commercial enterprise) on behalf of non-commercial,

public interest issues and initiatives.In the United States, the granting of television and radio licenses by the FCC iscontingent upon the station broadcasting a certain amount of public serviceadvertising. To meet these requirements, many broadcast stations in America air the

bulk of their required public service announcements during the late night or earlymorning when the smallest percentage of viewers are watching, leaving more day and

prime time commercial slots available for high-paying advertisers.


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Public service advertising reached its height during World Wars I and II under thedirection of more than one government. During WWII President Rooseveltcommissioned the creation of The War Advertising Council (now known as the AdCouncil) which is the nation's largest developer of PSA campaigns on behalf ofgovernment agencies and non-profit organizations, including the longest-running PSA

campaign, Smokey Bear.

MARKETING MIX

The marketing mix has been the key concept to advertising. The marketing mix wassuggested by professor E. Jerome McCarthy in the 1960s. The marketing mix consistsof four basic elements called the four Ps. Product is the first P representing the actual

product. Price represents the process of determining the value of a product. Placerepresents the variables of getting the product to the consumer like distributionchannels, market coverage and movement organization. The last P stands for

Promotion which is the process of reaching the target market and convincing them togo out and buy the product

ADVERTISING THEORY

Hierarchy of effects modelIt clarifies the objectives of an advertising campaign and for each individualadvertisement. The model suggests that there are six steps a consumer or a business

buyer moves through when making a purchase. The steps are:AwarenessKnowledgeLikingPreferenceConvictionPurchaseMeans-End TheoryThis approach suggests that an advertisement should contain a message or means thatleads the consumer to a desired end state.Leverage PointsIt is designed to move the consumer from understanding a product's benefits to

linking those benefits with personal values.Verbal and Visual Images

TYPES OF ADVERTISING

Virtually any medium can be used for advertising. Commercial advertising media caninclude wall paintings, billboards, street furniturecomponents, printed flyers and rackcards, radio, cinema and television adverts, web banners, mobile telephone screens,shopping carts, webpopups, skywriting, bus stop benches, human billboards,magazines, newspapers, town criers, sides of buses, banners attached to or sides ofairplanes ("logojets"), in-flight advertisements on seatback tray tables or overhead

storage bins, taxicab doors, roof mounts and passenger screens, musical stage shows,subway platforms and trains, elastic bands on disposable diapers,doors of bathroom


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stalls,stickers on apples in supermarkets, shopping cart handles (grabertising), theopening section of streaming audio and video, posters, and the backs of event ticketsand supermarket receipts. Any place an "identified" sponsor pays to deliver theirmessage through a medium is advertising.Television advertising / Music in advertising

The TV commercial is generally considered the most effective mass-marketadvertising format, as is reflected by the high prices TV networks charge forcommercial airtime during popular TV events. The annual Super Bowl football gamein the United States is known as the most prominent advertising event on television.The average cost of a single thirty-second TV spot during this game has reachedUS$3 million (as of 2009). The majority of television commercials feature a songor jingle that listeners soon relate to the product. Virtual advertisements may beinserted into regular television programming through computer graphics. It istypically inserted into otherwise blank backdrops or used to replace local billboardsthat are not relevant to the remote broadcast audience. More controversially, virtual

billboards may be inserted into the background where none exist in real-life. This

technique is especially used in televised sporting events. Virtual product placement isalso possible.InfomercialsAn infomercial is a long-format television commercial, typically five minutes orlonger. The word "infomercial" combining the words "information" & "commercial".The main objective in an infomercial is to create an impulse purchase, so that theconsumer sees the presentation and then immediately buys the product through theadvertised toll-free telephone number or website. Infomercials describe, display, andoften demonstrate products and their features, and commonly have testimonials fromconsumers and industry professionals.Radio advertisingRadio advertising is a form of advertising via the medium of radio. Radioadvertisements are broadcast as radio waves to the air from a transmitter to an antennaand a thus to a receiving device. Airtime is purchased from a station or network inexchange for airing the commercials. While radio has the limitation of being restrictedto sound, proponents of radio advertising often cite this as an advantage. Radio is anexpanding medium that can be found not only on air, but also online. According toArbitron, radio has approximately 241.6 million weekly listeners, or more than 93

percent of the U.S. population.Online advertisingOnline advertising is a form of promotion that uses the Internet and World Wide

Web for the expressed purpose of delivering marketingmessages to attract customers.Online ads are delivered by an ad server. Examples of online advertising includecontextual ads that appear on search engine results pages, banner ads, in text ads, RichMedia Ads, Social network advertising, online classified advertising,advertisingnetworks and e-mail marketing, including e-mail spam.Product placementsCovert advertising, also known as guerrilla advertising, is when a product or brand isembedded in entertainment and media. For example, in a film, the main character canuse an item or other of a definite brand, as in the movie Minority Report, where TomCruise's character John Anderton owns a phone with the Nokia logo clearly written inthe top corner, or his watch engraved with the Bulgari logo. Another example of

advertising in film is in I, Robot, where main character played by WillSmith mentions his Converse shoes several times, calling them "classics," because the


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film is set far in the future. I, Robot and Spaceballs also showcase futuristic cars withthe Audi andMercedes-Benz logos clearly displayed on the front of thevehicles. Cadillac chose to advertise in the movie The Matrix Reloaded, which as aresult contained many scenes in which Cadillac cars were used. Similarly, product

placement for Omega Watches, Ford, VAIO, BMWand Aston Martin cars are

featured in recent James Bond films, most notably Casino Royale. In "Fantastic Four:Rise of the Silver Surfer", the main transport vehicle shows a large Dodge logo on thefront. Blade Runner includes some of the most obvious product placement; the wholefilm stops to show a Coca-Cola billboard.Press advertisingPress advertising describes advertising in a printed medium such asa newspaper, magazine, or trade journal. This encompasses everything from mediawith a very broad readership base, such as a major national newspaper or magazine,to more narrowly targeted media such as local newspapers and trade journals on veryspecialized topics. A form of press advertising is classified advertising, which allows

private individuals or companies to purchase a small, narrowly targeted ad for a low

fee advertising a product or service. Another form of press advertising is the DisplayAd, which is a larger ad (can include art) that typically run in an article section of anewspaper.

BILLBOARD ADVERTISING

Billboards are large structures located in public places which display advertisementsto passing pedestrians and motorists. Most often, they are located on main roads witha large amount of passing motor and pedestrian traffic; however, they can be placed inany location with large amounts of viewers, such as on mass transit vehicles and instations, in shopping malls or office buildings, and in stadiums.


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The RedEye newspaper advertised to its target market at North Avenue Beach with asailboat billboard on Lake Michigan.

MOBILE BILLBOARD ADVERTISING

Mobile billboards are generally vehicle mounted billboards or digital screens. Thesecan be on dedicated vehicles built solely for carrying advertisements along routes

preselected by clients, they can also be specially equipped cargo trucks or, in somecases, large banners strewn from planes. The billboards are often lighted; some

being backlit, and others employing spotlights. Some billboard displays are static,while others change; for example, continuously or periodically rotating among a set ofadvertisements. Mobile displays are used for various situations in metropolitan areasthroughout the world, including: Target advertising, One-day, and long-termcampaigns, Conventions, Sporting events, Store openings and similar promotionalevents, and Big advertisements from smaller companies.

IN-STORE ADVERTISING

In-store advertising is any advertisement placed in a retail store. It includes placementof a product in visible locations in a store, such as at eye level, at the ends of aislesand near checkout counters (aka POPPoint Of Purchase display), eye-catchingdisplays promoting a specific product, and advertisements in such places as shoppingcarts and in-store video displays.

COFFEE CUP ADVERTISING

Coffee cup advertising is any advertisement placed upon a coffee cup that isdistributed out of an office, caf, or drive-through coffee shop. This form ofadvertising was first popularized in Australia, and has begun growing in popularity inthe United States, India, and parts of the Middle East.

STREET ADVERTISING

This type of advertising first came to prominence in the UK by Street AdvertisingServices to create outdoor advertising on street furniture and pavements. Workingwith products such as Reverse Graffiti, air dancer's and 3D pavement advertising, themedia became an affordable and effective tool for getting brand messages out into

public spaces.

CELEBRITY BRANDING

This type of advertising focuses upon using celebrity power, fame, money, popularityto gain recognition for their products and promote specific stores or products.

Advertisers often advertise their products, for example, when celebrities share theirfavorite products or wear clothes by specific brands or designers. Celebrities are often


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involved in advertising campaigns such as television or print adverts to advertisespecific or general products. The use of celebrities to endorse a brand can have itsdownsides, however. One mistake by a celebrity can be detrimental to the publicrelations of a brand. For example, following his performance of eight gold medals atthe 2008 Olympic Games in Beijing, China, swimmer Michael Phelps' contract with

Kellogg's was terminated, as Kellogg's did not want to associate with him after he wasphotographed smoking marijuana.

ONLINE ADVERTISING

Online advertising is a form of promotion that uses the Internet and World WideWeb for the expressed purpose of delivering marketing messages to attract customers.Examples of online advertising include contextual ads that appear on search engineresults pages, banner ads, in text ads, Rich Media Ads, Social networkadvertising, online classified advertising, advertising networks and e-mail marketing,

including e-mail spam.

PRODUCT PLACEMENTS

Covert advertising, is when a product or brand is embedded in entertainment andmedia. For example, in a film, the main character can use an item or other of adefinite brand, as in the movie Minority Report, where Tom Cruise's character JohnAnderton owns a phone with the Nokia logo clearly written in the top corner, or hiswatch engraved with the Bulgarilogo. Another example of advertising in film is in I,Robot, where main character played by Will Smith mentions his Converse shoesseveral times, calling them "classics," because the film is set far in the future. I,Robot and Spaceballs also showcase futuristic cars with the Audi and Mercedes-Benz logos clearly displayed on the front of the vehicles. Cadillacchose to advertise inthe movie The Matrix Reloaded, which as a result contained many scenes in whichCadillac cars were used. Similarly, product placement for OmegaWatches,Ford, VAIO, BMW and Aston Martin cars are featured in recent JamesBond films, most notably Casino Royale. In "Fantastic Four: Rise of the SilverSurfer", the main transport vehicle shows a large Dodge logo on the front. BladeRunner includes some of the most obvious product placement; the whole film stops toshow a Coca-Cola billboard.

SALES PROMOTIONS

Sales promotions are another way to advertise, Sales promotions are double purposedbecause they are used to gather information about what type of customers you draw inand where they are, and to jumpstart sales. Sales promotions include things likecontests and games, sweepstakes, product giveaways, samples coupons, loyalty

programs, and discounts. The ultimate goal of sales promotions is to stimulatepotential customers to action.


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Top 25 Indian Advertising Agencies

1. Madison Advertising Pvt Ltd2. Sasi Advertising Pvt Ltd3. Ogilvy and Mather4. J Walter Thompson India5. Mudra Communication Pvt. Ltd6. FCB-Ulka Advertising Ltd7. Rediffusion-DY&R8. RK Swamy/BBDO Advertising Ltd9. Leo Burnett India Pvt. Ltd10.Karishma Initiative (Karishma Advertising Pvt Ltd)11.L A Advertisers12.Lintas India Pvt Ltd13.Matrix Publicities And Media India Pvt Ltd14.MPG India Pvt Ltd15.

Pamm Advertising & Marketing

16.Parichay Advertising17.Mccann Erickson Pvt Ltd (Mccann Worldgroup)18.Publicis Communications Pvt Ltd19.Roger Pereira Communications Pvt Ltd20.TBWA Anthem Pvt Ltd21.Advertising & Sales Promotion Company22.Bates India Pvt Ltd23.Catalyst Advertising & Marketing Pvt Ltd24.Fusion Advertising Services25.Percept H Pvt Ltd


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MUDRA COMMUNICATIONS

It was a rather humble beginning ;No thunder, no lightning, no guardian angelsshowering of blessings In 1980, Mudra had one client - Vimal and a 500sq.ft. Office

Its objective was very simple To create the best contemporary advertising whichMudra did. Mudra really is not sure if it made the advertising fraternity sit up and takenotice But others definitely did which explains how nine years hence, Mudra was thelargest Indian advertising agency And today, 23 years hence, Mudra have 125 clientsnationwide And 3 agencies, 8 offices and 6 divisions in India and an equity

partnership with DDB Worldwide And a capitalised billing of Rs. 7.8 billion And a70

portfolio of some of Indias best brands And Agency of the Year awards six timesAnd if its words are not enough, here are a few from its clients If youre looking foran agency that can be part of hits own team, that cannot be called an agency, but is a

part of its family. That treats its products as their product and whose people will workas if theyre working in its organization, theres only one agency. That is Mudra. -Piruz Khambatta, CMD Rasna Enterprises Ltd. Theyre completely involved in the

brand. They take an active role and see them as a partner. -Amit Jatia, MDMcDonalds Hardcastle Restaurants. Spirit Every brand has a descriptor. Every brandhas a baseline. And being in the business of creating them makes Mudra eligible forfour Made in India Mudra was created by a group of individuals whose onlycredentials were being Indian and knowing India Together they took India to theIndian and went on to become the largest Indian advertising agency Mudra (startingwith the name) is made in India, for India, by Indians Success is Mudras Oxygen It isconstant discontent and craving that has taken Mudra where they are It has forced

them to continually raise their own benchmarks thereby helping them stay ahead ofthe competition. Success is what keeps them going, success is what they keep goingfor

CLIENTS:

1.BIG BAZAAR


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2.LIC

3.PHILIPS MRI


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4. THE ECONOMIC TIMES WEALTH


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5. THE WEEK


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LINTAS INDIA PVT. LTD

Lowe Lintas is one of India's largest and most storied communication groups. Having

started operations in India way back in 1939, Lowe Lintas India is today, a star officeof the Lowe Worldwide network headquartered in London and a wholly ownedcompany of the Interpublic Group headquartered out of New York.

Lowe Lintas India, headquartered in Mumbai is headed by Chairman and ChiefCreative Officer, R. Balakrishnan (Balki); and Chief Executive Officer, JosephGeorge (Joe). The agency has a brilliant talent pool of over 650 people across sevendivisions and nine cities all over India to manage its 250+ clients.

Over the years, Lowe Lintas through its offerings in Advertising, Ruralcommunications, Design, PR, Healthcare, Film Production and Digital has helped

build some of Indias largest and most successful brands. Most of whom, who havebeen with the agency since their launch.

CLIENTS1.TANISHQ


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2. IDEA CELLULAR


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4.TATA TEA( JAAGO RE)


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5. CROMA


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PAMM ADS INDIA PVT LTD

PAMM is a full service ad agency offering end-to-end creative solutions for

energizing brands. Combining the agility & speed of a Concorde and the performance & reliability of a Boeing 747, PAMM will take your brand on anenriching journey of aah se ah-a tak. PAMM has been making its presence feltsince the last 23 years, gaining momentum with every passing year. The agencyhas been working at the ground level with some of the leading PSUs in India.

We dont just blindly follow your brand wherever it goes; well think hatke toshow your brand the right direction. No wonder then, most of our clientsunanimously say, Hmmm PAMM Its different! Leave your brands well

being. Just sit back, assured. Lets make things better.

We are a bunch of thinkers. Twigging your marketing objectives and requirements;wracking our brains to go beyond known horizons, into the unknown, to scrambleideas that click and coming back to reality to roll-out the ideas and unscrambleyour business. We are artists. Putting up a great balancing act of acute businesssense and intense creativity to deliver winning solutions.

We believe brands are living things. They need to be nourished, nurtured and caredfor. That is what we at PAMM do. We are passionate about creating and fostering

brands.

Our philosophy

We try harder. Rings a bell? The year was 1962 when Avis launched an honestand now legendary marketing campaign - We try harder in response to marketleader Hertzs number one position.

At PAMM, we share similar sentiments. And to achieve that, we work that extrahard. We put in that extra effort. We stretch that extra mile. And it all directlytranslates into superlative work for you. We follow the old fashioned mantra - yoursuccess is our glory.


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3. AIDS


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4. BSNL


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5. DELHI JAL BOARD


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FUSION ADS INDIA PVT LTD

We would like to think of ourselves as a dynamic battalion of

professionals pulsating with a drive to do wonders.

A generous amount of keen client servicing, dash of spicy creativity

and innovative media solutions mixed together with a dose of enthusiasm

and good humor, stirred together and kept on simmer ready for you.

Result - Fusion-with nearly two decades of experience in brand building,

a member of the AAAI, accredited with Indian Newspapers Society

and the Electronic and FM channels.

Winner of the Concerned Communicator Award- three years.

We call what we doadvertising. It is based on outthinking andnot outspending the competition. Its purpose is to build next

day traffic for the client while it builds an image that lasts.

We are convinced that nothing makes the cash register ring like zing..

CLIENTS:

1. KRBL LTD


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2. IRCTC


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3.MARUTI SUZUKI


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4.CENTRAL EXICE AND CUSTOMS


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5.USHA LEXUS AND FURNITURES


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MC CANN ERICKSON

McC A N N - ERICKSON HISTORY McCann-Erickson WorldGroup was charteredin 1997 as a new model for integrated marketing communications. The WorldGroupwas created by uniting best-in-class marketing communications firms in a range ofdisciplines behind a common mission and vision. In only a few years, McCann-Erickson WorldGroup has emerged as one of the world's leading integrated brandcommunications organizations--in global size, in professional quality, and in thenumber of clients we serve with multiple-communications services. EachWorldGroup agency retains the best of its distinctive heritage. Most notably,McCann-Erickson, is currently celebrating its 100th anniversary, representing acentury of innovation and excellence in advertising and communications The richhistories of the member agencies of World Group provide the foundation for the

WorldGroup's unparalleled expertise and their unique shared culture. In its briefhistory, the WorldGroup has cultivated a common culture across its global network,

based on shared strategic tools and a shared vision for effective marketingcommunications. WHOS WHO : John J. Dooner CHAIRMAN, CHIEFEXECUTIVE OFFICER McCANN- ERICKSON WORLDGROUPArther DAngello CHIEF FINANCIAL OFFICER McCANN-ERICKSONWORLDGROUP Eric Einhorn EXE. VICE PRESIDENT, CHIEF STRATEGYOFFICER MCCANN-ERICKSON WORLDGROUP President, CEO Max GoslingRepresentative Director McCann-Erickson Japan REGIONAL DIRECTOR PeterHamilton MCCANN-ERICKSON ASIA PACIFIC CHAIRMAN AND CEO RobinKent UNIVERSAL MCCANN PRESIDENT AND CHIEF OPERATING OFFICER

Bill Kolb MOMENTUM WORLDWIDE REGIONAL DIRECTOR, McCANN-ERICKSON EUROPE, Ben Langdon MIDDLE EAST & AFRICA Pamela MaphisCHIEF EXECUTIVE OFFICER Larrick MRM PARTNERS WORLDWIDE VICECHAIRMAN, CHIEF CREATIVE OFFICER Marcio M. WORLDWIDEDIRECTOR OF MULTINATIONAL ACCOUNTS Moreira MCCANN-ERICKSONWORLDGROUP REGIONAL DIRECTOR LATIN AMERICA/CARIBBEAN JensOlesen MCCANN-ERICKSON WORLDWIDE EXECUTIVE VICE PRESIDENTDr. Joseph DIRECTOR OF RESEARCH & INSIGHT DEVELOPMENT PlummerMCCANN-ERICKSON WORLDGROUP CHAIRMAN EMERITUS Stan RappMRM PARTNERS WORLDWIDE Joe Torre CHAIRMAN AND CEO TORRELAZUR MCCANN HEALTHCARE WORLDWIDE Chris Weil CHAIRMAN ANDCHIEF EXECUTIVE OFFICER


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