Role & Growth of Advertising Agencies in The Industry:: Chapter Four

CHAPTER FOUR:
ROLE & GROWTH OF ADVERTISING AGENCIES

IN THE INDUSTRY:
Advertising agencies are deemed as the backbone of the Advertising

Industry. The role of advertising agencies start from the identification of the
advertising needs of the product to the actual execution of the advertising
project in various available media options relevant to the characteristics of the
product. For instance, it may not be very useful to advertise for children books
and comics in a business magazine or financial journal. Similarly it won’t be
useful to advertise for Office products in Children comics or even lifestyle
magazines. This Chapter looks into the role of advertising agencies and their
growth over a period of time.
Advertising agency is one of the most important components of the

advertising industry. Advertising agencies have led from the front and played a
significant role in the development of the modern advertising industry, as we
see it today.
The American Association of Advertising Agencies (AAAA) defines

advertising agency as:
"An independent business organization, composed of creative and

business people, who develop prepare and place advertising in advertising
media for sellers seeking to find customers for their goods and services."
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The origin and growth of advertising can be divided into five stages:
1. Period of space agents,
2. Period of space wholesalers,
3. Period of creative services,
4. Period of complete package of services,
5. Period of mega agencies.
Period of space agents:

The history of American advertising records Volney B. Palmer as its
first person to have worked as a space salesman. He set up his agency office in
Philadelphia in 1840. He solicited advertising business for the newspaper
publishers for a commission. Others followed Palmer and soon there was
competition in selling space to the prospective advertisers.
Period of wholesaling:
In about 1865 George P. Rowell started a different system of selling
space. He contracted with 100 newspapers to buy space on monthly basis. He
purchased space in lots at inside rates and sold - rates in small units to the
individual advertisers. He not only earned his normal commission but also
made good money due to, wholesaling rates offered to him by the publishers.
Period of creative Services:

In the last decade of the 19th century there was so much competition
among the various advertising agencies to sell space, which resulted in cutting
of rates by the various agencies. At the same time some of the publishers
started their own sales departments to sell space directly to the advertisers. This
resulted in loss to the agencies and some of the agencies had to close down
their offices. Others in order to face difficult times, hired copywriters and
artists to handle the art work and copy for the Clients and since the advertisers
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were offered free creative services they once again relied on the advertising
agencies. N. W. Ayer was the first person to offer such services.
Period of complete package of services:

After World War 1, a lot changed in the functioning of advertising
agencies. In 1917, the AAAA was born. This organisation worked for the
improvement in advertising standards and advertising practices. Soon the
advertising agencies started to provide full service to their clients which
included apart from writing copy and art work, planning for the client's
advertising, recommending changes in product pricing, product distribution,
conducting market research and so on. Now-a- days, the agencies assist their
clients in total marketing programme, the agency may also work on projects,
not directly related to advertising, such as public relations, package design,
sales literature and so on.
Period of Mega Agency:

A significant development of the 1980's is the development of mega
agency. Agencies world wide merge with each other to serve their clients in a
much better way. It was in 1986, Saatchi & Saatchi, a small London based
agency who started the movement and at present it is the third largest agency
network in the world (Saatchi & Saatchi enjoyed No.1 position in 1990).
CHOICE OF AN ADVERTISING AGENCY

Selecting the right type of advertising agency is a very difficult choice.
The advertiser should make a list of all possible agencies that can serve his
purpose and the agency best qualified to provide the required and effective
services is selected. Some advertisers may select more than one agency to
handle separately its various product lines. Following are the factors that
should be considered while selecting an advertising agency:
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1. Services Offered: The very important consideration in the choice
of the advertising agency is the requirements of the advertiser as to the
services in respect of advertising and non-advertising. If the agency is
well equipped to meet the requirements of the advertiser, then such
agency can be selected. Some agencies may provide only a few services,
others package of services.
2. Location: The location of the advertising agency is of prime

importance, preferably the office of the agency should-be located within
the same city where the head office of the client is located. Quite often
the client have to consult and communicate on various advertising
problems and this can be done quickly and economically, if the office of
the agency is within easy reach of the advertiser.
3. Advertising Compensation: Now-a-days agencies charge for entire

services. There is hardly anything free. The advertiser has to pay for the
copy writing, art work and other services. The rates of various agencies
are not standard and they differ from agency to agency. The advertiser
must check on the rates before finalising the choice of the agency.
However, it does not mean that the advertiser will select an agency
whose charges are less, other factors often come into picture such as
experience and quality of services offered.
4. Personnel: The creative personnel of the agency such as the

copywriters, art directors and others must be looked into before
contracting the agency. The success of the advertiser's campaign largely
depends on the services of the creative department.
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5. Size of the Agency: The size of the advertising agency must be
considered. The larger the size, the more it is preferred, however, at
times, small is beautiful because a small agency may give more attention
to its client's work, in such cases, the small agency can be considered.
6. Records and Reputation: The past record and reputation of the

advertising agency in the field of advertising must be studied. The
agency-client relationship, the client turnover, the success of other
clients' campaigns, the implementation of the schedule, the follow up
and such other factors must be looked into.
7. Other Accounts: The advertiser should also find out the other
accounts that are handled by the agency. In no case, the advertiser must
select that agency which handles competitor's advertising, because there
will always be suspicion of getting poor facilities and second hand
treatment and it will be wise to discard the choice of such agency.
8. Media Connections: Some agencies do have better contacts with

various media owners, such as the newspaper and magazine publishers,
Doordarshan, Radio, etc. For instance, in a MARG survey many firms
perceive that Mudra has better connections with Doordarshan than other
agencies. Such agencies may be able to influence upon the media
owners and can book prime time and space for their clients. Other
agencies may lack far behind in such connections. Therefore, the agency
with better media connections be selected. There are several other
factors such as foreign collaborations of the agency concerned, its
experience or age must be taken into account before selecting an
advertising agency.
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WHY ADVERTISERS PREFER ADVERTISING
AGENCIES?
Advertisers prefer ad agencies rather than having an independent

advertising department because of the following reasons:
1. Skilled Personnel: Advertising agencies employ highly skilled

and experienced copywriters, art designers, media planners, market
researchers, typographers and a host of other experts. They are not only
highly experienced but also highly paid. Very few manufacturers could
afford the luxury to buy full time services of people belonging to such
caliber. Moreover, even if they could, they would miss out on the other
great agency asset - accumulated experience in handling diverse
accounts.
2. Better Ideas: Agencies work on a number of accounts. They

know the success and failure of the various approaches used by the
advertisers. They can generate new and better ideas to penetrate the
target market.
3. Independent Analysis of Problems: Companies have difficulty

in analyzing their own problems objectively and here an outside and
independent agency can do the job much better.
4. Cost - Effective: The advertiser finds it less expensive to employ

an agency rather than to do the advertising works all by themselves by
having a separate advertising department. Although the advertiser may
run ads throughout the year, but the services of the creative and
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advertising production people may be required only for a few days or
months as the same ads are generally repeated.
5. Easy to Divorce: If the advertiser maintains a separate full

fledged advertising department, it is not so easy to terminate the services
of advertising department (due to trade unionism) but the advertiser may
not face any difficulty in changing the advertising agency.
6. Enthusiasm of Ad Agency: The motivation and the enthusiasm

with which the agency works (in order to retain the client's account) may
be lacking with the advertising department.
7. Additional Services: The advertising agency may provide a

number of other services such as research, sales promotion, etc. which
the advertising department may not be able to do such services
effectively and efficiently.
8. Media Contacts: The agencies do have better media contacts and

as such they can book prime time and space for their clients, which an
advertising department may not be able to do so.
ORGANISATION STRUCTURE OF AN AD. AGENCY:
The organization structure differs from agency to agency depending

upon their specialized departments. Further, the structure may also differ
depending on the size of the advertising agency. The following chart shows
organization structure of a typical advertising agency, which is diversified and
handling most of the components of the advertising industry.
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President
Vice President Vice President Vice President Vice President

Creative Services Marketing Services Account Services Mgt & Services
*Copy & Art *Media *Account Supv. *Office Mngt.

*Production *Research *Account Exec. *Finance
*Traffic *Sales Promotion *Accounting
FUNCTIONS/SERVICES OF AN AD AGENCY:
The functions of an ad agency depend upon its organization structure.
The functions of a typical ad agency can be broadly classified into five areas:
1) Creative Services,
2) Account Services,
3) Marketing Services,
4) Management & Finance.
5) Other Special Functions.
Creative Services:
These services include copy writing, artwork and production of finished
ads.
a) Copy: Most advertising people believe, that copy writing is the most
important aspect of advertising. In most agencies, the copy department
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is one of the largest departments. It usually plans and prepares
advertising copy for all media, although some agencies maintain
separate sections or departments for preparing TV, radio, outdoor and
press ads.
b) Art: The art department arranges for finished artwork, although in

many cases, most of it is prepared by outside independent units. The
main art function is to layout or arranges various elements so that the ad
will attract the attention of the right audience. The copywriters and art
directors work in close co-ordination and are responsible to Vice
President - Creative Services.
c) Production: After the copy has been written and the layout and
illustration approved, the ad is turned over to the production department.
This department maintains contacts with printers, photoengravers,
typographers, etc. The production department orders engraving of the
illustration, arranges to have the copy set in type, and assembles them in
the final ad. Before the ad is submitted to the print media, the
department may offer proofs for approval of the client. In case of TV
and Radio Commercials, the agency may on its own write the script and
produce the entire commercial. In recent times, most agencies take the
help of outside independent units to produce such commercials.
d) Traffic: Traffic is a matter of scheduling. To keep the work flowing on

schedule, there is the traffic officer. His major duty is to monitor the
production of finished ad so that it gets completed as per schedule.
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Account Services:
The account services section is headed by Vice President - Account Services.
He is responsible for the overall agency-client relationship. To assist the Vice
President, there are account supervisors. As the business grows and more and
more clients signs up, account executives are appointed to look after the
account of one or more clients. The account executives perform the following
work:
a) Advertising Plan: The account executive studies the client's product and
problems and formulates advertising plan and after the client's approval of
the plan, he looks after the execution of the same. He should see to it that
the plan is executed effectively and efficiently. The account supervisor co-
ordinates the work of account executives and reports to the Vice President
of Account Services.
b) Budget preparation: The account executive may assist the media planning
department in preparation of advertising budget of the client.
Marketing Services:
The Vice President in-charge of marketing services is responsible for media

planning, buying time and space, for research and for sales promotion:
a) Media Planning: The media in-charge is responsible for planning and

selection of the right media and also for buying time and space. He works in
close co- ordination with account executives. The media man prepares
media schedule, showing the various media and the dates and time/space of
broadcasting or publishing the ads. He often contracts the media and finally
pays the media bills.
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b) Research: The Research section will help to collect new facts from the field,
so that the ads can be presented according to the changing needs of the
market.
c) Sales Promotion: The sales promotion section prepares promotional

material such as POP material, dealer aids, etc. and work with the sales
manager of the client to get it to the sales people and dealers.
Management & Finance
a) Office Management: The Vice President of this department is responsible

for the office management and looks after the problems of the personnel -
recruitment training, promotion, transfer, etc. This department provides all
clerical services such as typing, filing, and keeping records.
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1. AGENCY COMMISSION:
Traditionally advertising agencies have been paid a percentage of the
billing charged by media. The commission has been 15% of gross billing
(although some media in the press and outdoor sector may offer higher
commission. Some publications offer discount. If the agency pay media bills on
lime say within 10 days after running the ad, they are offered cash discount.
The cash discount may be passed on to the client so that he pays promptly. The
cash discount is offered not on gross billing but on the amount due to be paid
by the agency to the media. The agency commission can be illustrated as
follows:
The gross billing is Rs. 1,00,000;
Particulars
Gross Billing is charged to client by Agency Rs. 1,00,000
- Less: Payment made to Media by Agency Rs. 85,000
- Agency Commission Rs. 15,000
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Historically, commissions from media provided about 2/3 of agency income,
although the larger the agency, the higher proportion of income from media
commissions. Even among the largest agencies, however 10 to 25% of income
comes from sources other than media commissions.
2. AGENCY CHARGES:
There are other out-of-pocket costs to the agency beside the cost of space or
time. An agency may have to buy finished artwork, comprehensive layouts,
television storyboards, etc. The agency may also pay for printing plates,
filming TV / Radio Commercial etc. The agency will charge client for such
expense. The suppliers of such services may also provide commission to the
agency for large orders.
3. FEES:
Agency income is also derived from the fees it charges. In a fee system, the
advertiser and its agency negotiate a flat sum to be paid to the agency for all
work done. The agency estimates the cost (including out of pocket expenses)
of serving the client plus as desired profit of service. This total is submitted to
the client who either accepts it or negotiates for a lesser amount. Negotiations
continue until an agreement is reached.
4. COST PLUS SYSTEM:
Cost-plus system is mostly used when media billings are relatively low and the
client requires a great deal of agency service. This happens most often with
industrial accounts, new products being prepared for marketing and
circumstances requiring a disproportionate amount of agency help such as
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preparing brochures catalogs, and other non commissionable marketing
activities.
In a Cost-plus system, the client agrees to pay the agency the cost of its work
(employee costs as well as out-of-pocket expenses) plus a certain percentage of
this amount (often 20 to 25%) to cover agency overheads and profit.
TYPES OF AD AGENCIES:
The following are the major types of advertising agencies that are currently
serving the advertising industry:
1. Full-Service Agencies: A full-service ad- agency is one that provides a
range of marketing services. A full - service agency provides services that are
directly related to advertising such as copy writing, artwork, production of ads,
media planning, etc. It also provides such services in respect of pricing,
distribution, packaging, product design, etc.
2. Modular Agencies: A modular agency is a full service agency that sells

its services on a piece meal basis. Thus, an advertiser may commission an
agency’s creative department to develop an ad campaign while obtaining other
agency services elsewhere. Or, an advertiser may hire an agency’s media
department to plan and execute a program for advertising that another agency
has developed. Fees are charged for actual work undertaken.
3. In House Agencies: Those companies, which prefer to have closer

control over advertising have their own in-house agency. This type of agency is
owned completely by the advertiser. It performs almost all functions that an
outside advertising agency would perform and that’s, why some people refer to
it as a full-service advertising department of the advertiser. However. The main
difference between an in-house agency and an advertising department is that
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the in-house agency can undertake to serve several other clients, if the owner so
desires, but an advertising department solely undertakes the work of its owner
and not of outside clients. Secondly an advertising department may not be
equipped with the personnel and facilities which an in-house agency would
possess.
In-house agency not only Provides control over advertising schedule and costs,
but also offers convenience for its owner, because it is just available in the
same building as that of the head office of the advertiser. Such in-house agency
also benefits the owner as it can bring revenue through agency commissions
that, are offered by the media and by way of fees that are collected from
outside parties for undertaking their advertising work. Such revenue increases
the funds and profits of the company.
4. Creative Boutiques: These are shop agencies that provide only creative
functions and not full-service. The specialized creative functions include copy
writing, artwork and production of ads. They charge a fee or percentage of the
media expenditure. Creative boutiques find it very difficult to survive in the
presence of full-service agencies and as such most of them convert into a full
service agency or merge with other agencies to provide a wide range of
services.
5. Mega Agencies (explained earlier under evolution of agency)
6. The Specialist Agency: There are some agencies that undertake

advertising work only in certain areas. There are agencies that specialize only
in financial services or only in publicity or only in point-of-purchase materials,
etc. For instance, Sobhagya Advertising Agency concentrates or specializes in
financial advertising.
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AGENCY CLIENT RELATIONSHIP
When a new client signs up with the agency, he should be treated with
every respect. His advertising program must be executed effectively and
efficiently. At the same time the client should maintain good relations with his
agency, in order to motivate the agency to bring out their best in creating a
good ad or campaign.
The agency-client relationship is always a give-and-take relationship. In

order to build a good bond between the agency and the client, both the parties
must keep certain points in mind:
Mutual trusts and concern for each other.
Misunderstanding should be cleared in the least possible time.
The agency should work for the success of the client's advertising
campaign.
Meetings between the client and agency representatives must be held
regularly to chalk out plans and to solve problems.
There should be a good rapport between the agency and the client
representatives.
In particular the client should:

1. Treat the agency with courtesy at all times.
2. Provide all possible information about the product that is to be
advertised and about the organization. This facilitates the agency
to do their job much better.
3. Not unnecessarily bargain for the fees charged by the agency.
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4. Motivate the agency to do a good work. Agency charges such as
media bills, fees and other costs must be paid well in time. In no
way the client should wait for the agency to remind of payment.
5. Not change the agency for the sake of change.
6. Approve the proposals submitted by the agency. The client
should not argue for the sake of arguing.
7. Give sufficient time to the agency to develop a good advertising
campaign. The client should not put the agency unnecessarily in
deadline crisis.
8. Reduce disputes to a minimum.
9. Finalize well in advance the charges for a particular plan or
campaign.
10. Up-date the agency with any information from his side that
would help the agency to serve the client better.
The agency also has certain obligations toward the client:

1. The agency should work for the success of the client's advertising
campaign.
2. The agency should devise a very good advertising plan and with
the client’s approval must implement efficiently and effectively.
3. It is the duty of the account executive of the agency to keep the
client happy and satisfied.
4. The agency should not charge unreasonably high rates.
5. The agency should not handle client's competitor's account.
6. Try to make every possible effort to obtain, information from the
market that would help to, create better ads for the client.
7. Discuss the compensation plan with the client well in advance to
avoid disputes later on.
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8. Brief the client, about the, Various personnel that would handle
the client’s advertising work.
9. Keep the client well informed of any proposed changes at the
agency.
10. Never hurt the client’s ego.
11. The agency should always provide timely service to the clients.
CLIENT TURNOVER:
Client turnover is a situation that arises when an existing client leaves
the agency and joins another agency. At the same lime new clients may
contract with the agency. Generally client turnover refers to leaving of clients.
The reasons for such turnover are as follows:

Inadequate Services:
When the advertising requirement increases and if the present agency
cannot satisfy the client with additional required services, the client will
contract with some other agency that can provide the advertiser with
adequate services and facilities.
Dis-satisfaction:
The client may be dissatisfied with the service and treatment received
from the agency. In such circumstances the client terminates the contract
with the agency and joins some other agency.
Changes in personnel:
Changes in the creative personnel of the agency may cause concern to
the client and he may follow the creative people to another agency.
Again changes in the personnel (in-charge of advertising) of the client
may also result in client turnover.
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Change in location:
A change in the location of the agency's office may lead to client
turnover. Again, when there is a change in the location of client's sales
or head office may also lead to client turnover.
Unsuccessful advertising campaign:

When the advertising campaign fails to achieve desired objectives or
response from the audience, the advertiser may feel that his campaign is
not properly handled by the agency and he may switch over to another
agency for his further advertising campaigns.
Higher rates:
If the advertiser feels that the present agency bills high rates, the client
may have some reason to contract with another agency.
Reputation of a new agency:

When a new agency with highly creative people enters the advertising
scene, the client may be tempted to contract with the new agency.
Difference in opinion:
When there is a difference of opinion between the agency and the client
then it may block their relationship.
Change for the sake of change:

At times, some clients change the agency for the sake of change,
Divorce is frequent with such clients.
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Withdrawal of product from market:
Again, the advertiser may withdraw the product from the market and as
such there may be no need of advertising agency for that line of product.
AGENCY AWARDS14:
AWI - Festivals & Awards
Best Ads of the Year
Clio Awards
Effie Awards
International Automotive Advertising Awards
John Caples International Awards: These awards recognize creative
solution to direct response problems.
Loerie Awards . South Africa's most prestigious creative advertising award
sponsored by Association of Marketers, now in its 21st year.
London International Advertising Awards.
1997 International ANDY Awards.
Northwest Advertising (ADDY) Awards.
O'Toole Awards. The only award competition of the AAAA, the O'Toole
Awards honors creative work of member agencies produced during a
calendar year.
Summit Creative Awards
Premio Colunistas. Brazilian Columnist Awards for the best advertising.
Tenagra Awards for Internet Marketing Excellence. Annual awards to
recognize innovative and significant successes in the Internet marketing
industry.
Webby Awards (San Francisco, CA). The best web sites awards selected by
the International Academy of Digital Arts and Sciences (IADAS) judges.
Web Marketing Association, Inc. Web Awards
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www.agencyfaqs.com
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AGENCY ACCREDITATION:
It refers to official recognition of the agency by various authorities such

as Doordarshan, AIR, and India Newspaper Society (INS):
Purpose of accreditation:
The main purpose of granting accreditation to bring out professionalism in the

advertising agency's conduct of business. Only those advertising agencies,
which carry on business observing the ethics of maintaining high professional
standards, are granted accreditation.
Criteria for granting accreditation:

An ad agency shall be considered eligible for grant and/or continuation of
accreditation if it satisfies the following criteria.
a) Skill and Experience: Those agencies which have sufficient training and
professional experience and skill; is adequately equipped to handle
advertising business and has actually carried on agency business for a
minimum period (six months in case of INS).
b) Minimum Business Limits: The agency has fulfilled the minimum business
limits with DD, AIR and the INS.
c) Rules and Regulations: The agency must adhere to the rules and regulations
framed by DD /AIR and INS. The agency should also handle business in
accordance with the Code of Ethics adopted by DD/AIR and INS.
Declaration and Application:

An advertising agency wishing to obtain accreditation with DD/ AIR
and INS shall make a declaration, testifying to its ability of fulfilling the
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conditions of eligibility (as mentioned earlier) and its resolve and intentions to
abide by the Rules and Regulations in respect of accreditation of Advertising
Agencies and the Code of Ethics. The agency shall submit an application to get
accreditation certificate.
Granting of Accreditation:
If the agency satisfies the recognition criteria, then the declaration form
application form is accepted and the agency is granted accreditation.
Loss of Accreditation:
An accredited agency shall lose its recognition:

Upon its resignation as an accredited advertising agency.
Upon death or bankruptcy of the sole proprietor, dissolution of firm
or winding up of the company, as the case may be.
Upon the accredited advertising agency ceasing to do advertising
business as provided for under the rules and regulations framed by
DD/AIR and INS.
Power to Restore Accreditation:
The concerned authority i.e. DD, AIR, INS shall always have the power
renew or restore full or provisional accreditation of any ad agency subject to
conditions that may be imposed for such renewal or restoration.
Benefits to accredited agency:

1. The accredited agency gets 15% commission from the media. Non
accredited agencies get upto 10% commission.
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2. Credit period of about 45 days is allowed to pay media bills.
3. Advertisers have more faith in such agencies.
4. Such agencies enjoy better media connections.
ROLE OF ADVERTISING AGENCIES:
The primary role of advertising agencies are planning and creating

advertising campaigns for its clients and placing advertisements in various
media. The process of planning consists of researching the market for a given
product or service, assessing alternative methods of distribution and choosing
the most effective way to reach the market. The agency then creates the
advertising campaign and contracts for time and space with selected media.
Some advertising agencies provide select advertising services like creative
development or media placement. Others provide a full range of advertising,
public relations, research, promotion, and related marketing support.
Some of the different kinds of services provided by advertising agencies
include:
Media planning, buying, placement, and negotiation for placement

Creative development of advertising and collateral materials
Production of creative materials
Marketing planning
Market research
The ultimate objectives of advertising agencies include helping

advertisers attain sales objectives, market share and long-term profitability
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STEPS FOR SELECTING THE RIGHT AGENCY15:
The steps any organization should consider in selecting an advertising or
public relations firm for your association are about the same for either service:
Define exactly what you want the agency to do. Be precise in

identifying the services you need. Communicate the size and scope of
the budget you are willing to commit to the service. Commit the
information to a written document.
Create a selection team. Keep it small and include those who may have
previous marketing experience or knowledge. Including your
association’s key decision-makers will help you reach a consensus when
it’s time to make the final selection.
Look for firms whose qualifications and size are appropriate to your
needs.
Create a target list of agencies and request information from them.
Let the agencies know you are making a preliminary inquiry and that
you would simply like to acquaint yourself with the agency and their
particular services and strengths.
Review the responses and contact the firms that you want to
interview. Provide them with background information on both your
association and your scope of assignment. Clearly communicate that
your interview is preliminary and that you simply want to meet the
people involved to assess whether the firm can handle your work. Let
each agency know when you will notify them of your "short list."
After the interviews, invite two or three firms to make
presentations.
Provide a clear expectation of what you want to see and how you want
15
http://www.gwsae.org/home.htm (Greater Washington society of American executives)
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to see it (e.g., PowerPoint, boards, slides). Let each agency know how
much time they will have to make their presentation.
Give each agency the same information, including criteria and specific
directions for addressing your organization.
You want to see how agencies think and strategize. The actual creative
solutions agencies develop will be based on input you provide them
later.
Review how well they understand your assignment. Get acquainted with
the agency’s range of capabilities, know where you will stand within
their current client mix, and get a sense of the working chemistry
between you and the agency staff.
Make your selections and notifications. Once you have fielded
presentations, agree on a selection and personally notify principals of the
agencies who were not selected. A personal call will reflect well on you
and your association and will earn you the respect of the agencies that
participated.
Your final notification should be the agency you select, which pre-empts
the possibility of leaking your decision before the others are notified.
Agree on a contract. The agency selected will provide you with a
written contract that spells out the terms of your business relationship.
Contracts will generally include the payment terms and conditions,
services to be rendered, and termination clauses. The specific contract
will depend on the agency and the specified needs of your association.
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LIST OF MAJOR ADVERTISING AGENCIES IN INDIA16:
A List of major advertising agencies, along with important parameters
such as their billing, major clients, offices etc is placed hereunder:
HTA
Hindustan Thompson Associates Ltd
Lakshmi Bldg, Sir Pherozeshah Mehta Rd, PO Box 541, Mumbai - 400 001
Tel: (0091 22) 266 0190 Fax: (0091 22) 266 0186, 269 2518
e- mail:[email protected]
Branch telephone numbers:
Delhi:(0091 11) 361 0081
Kolkata:(0091 33) 247 8361
Chennai:(0091 44) 827 1871
Bangalore:(0091 80) 227 3348
Television Billings:N.A
Capitalised Billings:N.A
Gross Income:Rs 2074.3 million
Senior Executive:M K Khanna, Chief Executive
Major Clients:: Apollo Hospital (Apollo Hospital & healthcare); Bridgestone
Corporation (Bridgestone/tyres); Cargill India (Cargill/edible oils &
ingredients); Curls & Curves (Vandana Luthra Curls & Curves/health); DSP
Merrill Lynch (Investment banking); Hero Honda(CBZ/automobiles); I-Flex
Solutions (Flex-cube/financial solution software); Indian Army; Indian Navy;
News Television India Pvt Ltd(Star news/Media); Standard Chartered
(Personal Banking & Cards); Ministry of Finance (VDIS); Ministry of Defence
(Indian Army - recruitment); Pepsi Foods (7 UP, Mirinda, soft drinks); Satyam
Infoway(Software); Star TV Network (Star Plus, Star Movies, Star News);
Omega (watches); ESPN (Channel promo); 20th Century Fox (film releases);
Madura Garments (Van Heusen, garments); Hero Motors (Hero Winner,
16
http://www.indiantelevision.com/Direct/resources/adagen/adagenlog.php4
142
automobile); Parle (Monaco, biscuit); Hughes Ispat (telecommunication)
Mattel Co (Mattel/toys);;Timex Watches (Timex/Watches);;;National AIDS
Control (National AIDS Control Org /government agency);Vistaar
(Vistaar/dotcom);The Hindustan Times (Hindustan Times/daily newspaper);
Mphasis (Mphasis/dotcom);Spice Telecom (Spice/Cellular service & telecom);
Tata AIG Insurance (Tata AIG/insurance);Ricoh India
(Ricoh/photocopiers);UNICEF (UNICEF/social communication).
O&M
Ogilvy & Mather Pvt Ltd
Trade Centre, Third Floor, Senapati Bapat Marg, Lower Parel, Mumbai 400
013
Tel:(0091 22) 491 3877 Fax: (0091 22) 491 3838
e- mail:N.A
internet url:www.ogilvy.com
Delhi:(0091 11) 631 7384-91
Kolkata:(0091 33) 247 3406-7
Chennai:(0091 44) 852 0677/0887/0967
Bangalore:(0091 80) 5584566
Coimbatore:(0091 422) 300996
Hyderabad:(0091 40) 3227316
Television Billings:Rs 2012.6 million
Capitalised Billings:Rs 5697.9 million
Senior Executive : Ranjan Kapur, Managing Director
Major Clients: SBI Mutual Fund(Mutual Fund); TTK Textiles (Tantex/Textile);
J K Tyres(Tyres); Pantaloon Fashion India Ltd(Garments); Levers, Cadbury,
Louis Philippe (coporate); UTI (MIP'97/Financial); TVS Suzuki (corporate):
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Tata Telservices (corporate), Tata Communications Ltd (corporate); Hindustan
Lever Ltd (Brooke Bond, Lipton - tea and health); Discovery Channel Inc
(Discovery Channel - television channel); ITC Ltd (corporate); MIRC
Electronics Ltd (Onida - television); The Chase Manhattan Bank (corporate);
Birla 3M Ltd (Scotch Brite - cleaning aid); J M Morgan Stanley (J M Morgan
Stanley - investment bank); Hero Honda Motors Ltd (bikes); United Television
(television media); Castrol India Ltd (Castrol - lubricants); Hutchison Max
Telecom Ltd (Max Touch - cellular operator); TELCO (Tata Safari, Sierra,
Sumo - sports utility vehicle)Prasar Bharti Broadcasting (Doordarshan/TV
Channel);Anand Bazar Patrika (Business World/weekly magazine)
Mudra
Mudra Communications Pvt Ltd
Mudra House, Sheth CG Rd, Ellisbridge, Ahmedabad 380 006
Tel:(0091 79) 656 5659 Fax: (0091 79) 642 5058
e- mail:a.krishnamurthy @mudra.com, [email protected].
internet url:www.mudra.com
Ahmedabad: (0091 79) 646 1530/8530
Bangalore: (0091 80) 5588692
Delhi: (0091 11) 616 5290/6193843
Mumbai: (0091 22) 496 4800
Chennai: (0091 44) 8130932/2211
Kolkata: (0091 33) 474 9084/85
Hyderabad: (0091 40) 3404181/85
Cochin: (0091 484) 365750/301
144
Senior Executive:A.G.Krishnamurthy,Chairman & Managing Director
Major Clients:Mahanagar Telephone Nigam Ltd (Corporate); Indian Express
(News paper); Mid-Day (website); Global Trust bank (Banking);Indian
Tourism Development Corporation (Hotels); Raj TV (TV Channel); Henkel
Spic India (Detergents); Godrej Foods; Ahmedabad Electricity Co Ltd
(corporate); LIC of India (Insurance - services); Honda Siel Power Products
(gensets); Satyam Computer Services Ltd (Satyam - computer software);
Satyam Infoway Ltd (Satyam - internet services); Cadila Healthcare Ltd
(EverYuth - healthcare); Blow Plast Ltd (VIP Skybags - luggage carrier);
Dabur Ayurvedic Specialities Ltd (Nature Cure - Ayurvedic products); Henkel
Spic India Ltd (Fa - soap); Hindustan Motors Ltd (Mitsubishi Lancer -
automobile);Samsung Electronics India (Samsung/televisions)
FCB-Ulka Advertising Ltd

Nirmal, 4th Floor, Nariman Point, Mumbai - 400 021
Tel: (0091 22) 202 6884, 285 2184, 283 6068(Worli) 4961427/8/9/30/1/2 Fax:
(0091 22) 287 5947, 283 6072
Delhi:(0091 11) 5760144/49
Kolkata:(0091 33) 282 2287/9625
Chennai:(0091 44) 8131339/1273
Bangalore:(0091 80) 558 717/5597607
Hyderabad:(0091 40) 7762505/5530/7689
Cochin: (0091 484) 367443/352438
Television Billings:N.A.
Capitalised Billings:N.A.
Senior Executive: Anil Kapoor, Managing Director & CEO
145
Major Clients: N.A.
Rediffusion-DY&R
Young & Rubicam Ltd, 4th Floor, Sterling Centre, Dr A.B.Road, Worli,
Mumbai 400018
Tel:(0091 22) 493 7308/13, 494 0206/5750 Fax: (0091 22) 493 6557
internet url:www. rediffusiondyandr.com
Delhi:(0091 11) 6521940-41
Mumbai:(0091 22) 4211801/1791
Kolkata:(0091 33) 247 5432, 240 0328
Chennai:(0091 44) 8585 406/07
Bangalore:(0091 80) 229 3067/68
Television Billings: N.A.
Capitalised Billings: N.A
Gross Income:752.04 million
Senior Executive:Arun Nanda, Chairman & Managing Director
Major Clients:Pioma Industries(soft drinks);Zee TV(channel);Tata
Tetley(tea);Tide Water Oil(lubricants);ING Vysya Life Insurance(life
insurance);Hindustan Paper Corp(paper and pulp);Rai & sons (eatables);IFFCO
Tokyo(non-life insurance);HMT(tractors)Godfrey Philips (Four
square/cigarette); Haldia Petrochemicals(Petrochemicals); Evian (Mineral
Water);Ericsson Mobile (Cellphones); SAIL (Corporate); CitiBank
(Corporate); Cannon (printers, calculators); Bharti BT Ltd (Internet
service);Exide Industries Ltd (Exide - automotive batteries); SBI Funds
Management Ltd (SBI - mutual funds)
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McCann-Erickson India Ltd
8, Balaji Estate, Guru Ravidas Marg, Kalkaji, New Delhi -110 019
Tel:(0091 11) 600 2600 Fax: (0091 11) 646 3875,
e- mail:: [email protected]
internet url: www.mccann.com
Mumbai:(0091 22)) 416 0470/72
Kolkata:(0091 33) 2172001/2879
Chennai:(0091 44) 435 9228, 432 3481
Bangalore:(0091 80) 221 9058, 2229539
Hyderabad:(0091 40) 3326261
Capitalised Billings:Rs 3479.53 million(not available)
Gross Income: 618.36 million
Senior Executive:Sorab Mistry, Chairman & CEO
Major Clients:Coca Cola india(Coca-Cola/carbonated bevarages);
TTK(LIG)(Kohinoor, Fiesta/condoms);Bacardi India(Breezer/ready to drink
beverages);Johnson &Johnson India (Savlon,Band-Aid/woundcare);Gillette
India(Duracell Plus/alkaline batteries,Fashion Razor 2001,Mach III Cool Blue
/razors);Perfetti India(Happy Dent/chewing gum);TVS-Suzuki (corporate/TVS
Max, TVS Scooty, TVS XL, TVS Sport, TVS Super, TVS Champ/motorcycles
& mopeds); C.Krishniah Chetty (jewellery store);Thinkstream Technologies
(software development); Virgin Atlantic (Virgin Atlantic/airline);Delphi
Automotive Systems (Delphi/ automobile components);ACCEL ICIM (Accel-
ICIM/ERP packages);UPS (UPS/ courier services);Times FM (Radio
Mirchi/FM radio);Sundar Tajmahal Hotel (Taj Tristar/ hotels); Concept Foods
(JLT/snack food);Eduquity(educational testing services);Reckitt&
Colman(Cherry Blossom/shoe polish); Usha Martin Telecom(telecom);Nes
tle(sunrise/ coffee); BPL (Gas tables);Khaitan (Fans); Nestle (Media buying);
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Stracon (Corporate); Goodyear India (Goodyear - tyre); Travel Corporation of
India (tourism); MasterCard (credit cards)
RK Swamy/BBDO Advertising Ltd

Film Chamber Buildings, No 604, Anna Salai, Mount Road, Chennai - 600 006
Tel:(0091 44) 829 2300, 829 2302/04/05 Fax: (0091 44) 829 5557
Delhi:(0091 11) 5719990
Mumbai:(0091 22) Unit I : 2073407 Unit II : 3062084
Kolkata:(0091 33) 2473568
Bangalore:(0091 80) 5586752
Hyderabad:(0091 40) 3372028
Television Billings:N.A.
Senior Executive:R.K. Swamy, Chairman
Major Clients: Cisco System(network solution); Abbott Laboratories India
Ltd(Healthcare); Mercedez Benz (Automobiles); MTNL(Telecommunication);
Sony India Ltd(Sony/TV); Fujitsu 'O' general(Airconditioners); SQL Star
International Ltd(Computer education); Dalmia Cement (Cement); Wrigleys
India (Wrigleys Juicy Fruit chewing gum); Dena Bank (Banking);GE
Countrywide Consumer Financial Services (GE/financial services);Nav Bharat
Media Services (Nav Bharat/publication); Reserve Bank of India(RBI/financial
services); Unit Trust Of India (US 64/ULIP/mutual funds);Visa International
(Visa/credit card);Zuari Industries (Zuari/cement/agro/corporate);Media
Transasia India (Educare/publication);
Jobstreet.com(Jobstreet/website);Gautier India(Gautier/readymade
148
furniture);Wipro Group (Wipro/computers and consumer products); Transport
Corporation Of India (TCI/transport services)
Grey WorldWide (I) Pvt Ltd

Block 2-D,3rd Floor , Phoenix Estate ,462 ,Tulsi Pipe Road , Lower Parel,
Mumbai-400013.
Tel:4606510 Fax: 4606545.
e- mail:N.A
Delhi:(0091 11) 6522679,6515625
Kolkata:(0091 33) 4630179/0205/0488.
Bangalore:(0091 80) 2088396,2258553/54/59
Ahmedabad:(0091 79) 6424561,64495562
Capitalised Billings: Rs 1846.5 million
Senior Executive: Nirvik Singh, Chief Executive Officer
Major Clients: SmithKline Beecham (Viva, maltova/health drink); Hughes
Software (Software); General Motors (Opel Astra - automobiles); Oracle India
Ltd (Oracle - software); United Agencies Ltd (Pernod - liquor); Bhartiya Janata
Party (BJP - political); Philips Communications (Savvy - cellular phones);
Britannia Industries (Zip-Sip, Tetrapak - health drink); Kinetic Engineering
(Luna, V2, Brat - mopeds) Directorate of Income Tax (income tax); Big Leap
Academy (Big Leap/software);ITC Cards (Expressions/greeting cards); Tally
Solutions (Tally Academy/software);SET India(SET MAX,SET/TV
channels);C1 India (Gate 2biz.com/website);Living Media India(Business
Today/publications);The Hindustan Times (Hindustan Times/daily
newspapers);ITC Foods(Dal Bukhara/foods);Gujrat Mineral
Development(corporate);Elbee Express Services(corporate/courier
149
services);Science City (miscellaneous);Motor Industries (Blaupunkt/car audio
systems);Marico Industries (Agency Of Record);Radian Beverages
(Sunkist/soft drinks);Ogaan Publications(Elle)
Leo Burnett India Pvt Ltd

9/11,.N.S. Patkar Marg , A.B. Godrej Chowk Mumbai- 400036.
Tel: (0091 22) 3807070 Fax: 3804542.
e- mail:[email protected].
internet url:www.leoburnett.com.
Delhi:(0091 11) 5069831
Kolkata:(0091 33) 2801022
Bangalore:(0091 80) 5272507
Capitalised Billings:Rs 2,709.4 million
Gross Income:375.91million
Senior Executive:Arvind Sharma, Chief Executive Officer
Major Clients: Birla Sun Life Insurance Company (Birla Sun Life/life
insurance) ; Fiat Auto ( Fiat Palio /automobiles) ; Somany Tiles (
Somany/ceramic tiles ); Bajaj Electricals ( Bajaj /fans & luminaries); La Opala
RG ( La Opala /Crockery ,Solitaire/crystalware ); Lin Pen & Plastic (
Lin/writing instruments)
Contract
ContractAdvertising (India) Ltd
Vaswani Chambers, 264, Dr.A B Road, Worli Mumbai 400 025
Tel:(0091 22) 4306041, 4306042 Fax: (0091 22) 4303808/7890
internet url: www.contractadvertising.com
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Delhi:(0091 11) 6413344
Kolkata:(0091 33) 2825824/5/6
Bangalore:(0091 80) 221 4827, 221 9937
Senior Executive:Colvyn J Harris, President
Major Clients: Bajaj Ltd (spirit scooterettes); Indian Express (matrimonial);
Cadbury India Ltd (picnic, milk treatChocobix); Dabur foods Ltd(real/fruit
juice); MTNL (corporate) Healthscribe /Next(medical transcription/TRG);SAP
Labs (IT-DM service);Bazee.com (website);L.T Overseas (basmati) ;
Computer Associates (corporate); DHL(courier Services);Blue Star
(airconditioners);JK Industries (tyres);Templeton (mutual funds); Luxor
Writing Instruments(Luxor ,Pilot, Papermate ,Waterman/Writing
Instruments);MP Jewellers (jewellery retail);Ozone Pharmaceuticals (pain
reliever/marks reliever);Grasim Industries (Graviera/textiles);Sony India (LCD
projectors& PC monitors).
Euro RSCG
Euro RSCG Advertising Pvt Ltd
Brady Glady's Plaza, Unit No 5, 1st floor, Senapati Bapat Marg, Lower Parel,
Mumbai - 400 013
Tel:(0091 22) 493 7188 Fax: (0091 22) 493 7183
internet url:www.eurorscg.com.
Delhi:(0091 11) 686 5319/21
Kolkata:(0091 33) 464 7341/7798
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Chennai:(0091 44) 499 1534,4971038
Bangalore:(0091 80) 5354102/6257/58
Television Billings: Rs. 272.00 million
Capitalised Billings:Rs. 1136.0 million
Senior Executive:Ishan Raina, Chairman-CEO
Major Clients: HDFC Securities (HDFC/securities); Dell Computers
(Dell/computers); Hindustan Lever (Sangam Direct /grocery retail); HDFC
Bank (HDFC/credit cards); Danone (Evain/bottled water); Bata
(Bata/footwear);Hero Punch (Hero Punch/scooterettes& mopeds);CavinKare
(Meera soaps);Sara lee TTK (Kiwi Kleen Flush /toliet cleaners) ;Parry
Fertilizers (Pary Super /Fertilizers);Parry EID Sanitaryware (Parryware/
Sanitaryware);GlaxoSmithKline (Phexin/anti -infective);Janssen Cilag (Retino
A/acne-treatment Creams);UNICEF (UNICEF/public service );Navneet
Publications (Navneet/study books & note books); Caltiger(CalVox
one/business messaging);Golden Park Hotels & resorts(The London Pub
/pub);Elind Computers (Elind /transaction of software); iVega (iVega /infotech
services).
Pressman
Pressman Advertising & Marketing Ltd
Pressman House, 10A, Lee Road, Kolkata -700 020 .
Tel:(0091 33) 280 0815-20, Fax: (0091 33) 280 0813
internet url:www.pressmanindia.com.
Delhi:(0091 11) 331 5292, 372 5931/33 , 3354706
Mumbai:(0091 22) 2818520/21/22, 2823959/3656
Chennai:(0091 44) 8520729/6296, 8555992/0346
152
Bangalore:(0091 80) 226 9336, 2281789
Ahmedabad:(0091 79) 6576484/9449/6309
Hyderabad:(0091 40) 7812138
Pune:(0091 20) 6128260
Television Billings:Rs. 53.2 million
Senior Executive:Navin Suchanti, Director
Major Clients: Mother Dairy (Mother Dairy/dairy products);IBP Co (IBP Red
/lubricants);KVIC(Sarvodaya/FMCG);BSNL(services/telecom).
MAA
No. 6, Service Rd, Domlur Layout, Bangalore - 560074
Tel:(0091 80) 5358910, Fax: (0091 80) 5353891
internet url:www.maa.co.in.
Delhi:(0091 11) 6223 487/83
Mumbai:(0091 22) 2674609/7234
Chennai:(0091 44) 499 1353/1466
Hyderabad:(0091 40) 776 8261/0674
Cochin: (0091 484) 354 614/609
Senior Executive:Bunty Peerbhoy, Chairman
Major Clients: N.A
153
IB&W
IB&W Communications Pvt Ltd
71, Dainik Shivner Marg ,Gandhi Nagar, Worli, Mumbai - 400 018, India
Tel:(0091 22) 4920291, 497 1401 Fax: (0091 22) 497 1398
Delhi:(0091 11) (0091 11) 6685414/15
Bangalore:(0091 80) 5597496
Chandigarh:(0091 172) 385494/5
Coimbatore: (0091 422) 435371
Hyderabad:(0091 40) 6329833
Television Billings: Rs 234.0 million
Capitalised Billings:Rs 1,790.3 million
Senior Executive:Mukesh Gupta, Chairman & Managing Director
Major Clients:Milma (milk marketing);JIVE(juices and so on);SUPPLYCO
(civil supplies);Orient Ceramics (ceramic manufacturing); A.P.Tourism
(tourism)
Triton
Triton Communications Pvt Ltd
43, Prospect Chambers Annexe,4th Floor Dr D. N. Road, Fort, Mumbai 400
001
Tel:(0091 22) 282 3004, 2846088 2823793/4473 Fax: (0091 22) 2846099
e- mail:[email protected],
internet url:www.tritoncom.com
Delhi:(0091 11) 646 6759/, 648 6775,
Bangalore:(0091 80) 552 0689/1864
154
Ahmedabad:(0091 79) 658 6551/52/53
Pune:(0091 20) 5815138
Hyderabad:(0091 40) 330 5937
Senior Executive:Noshir Desai, Executive Director
Major Clients: Sanket Industries (No 1 Pan Masala/paan masalas);Dr Batra's
Positive Health Clinic (healthcare);Marico
Industries(Mediker/shampoos,Shanti Amla /hair oils);Millennium Breweries &
Allied Products (Sandpiper/beer);Lawrence & Mayo (corporate
/opticals);Hiperworld Cybertech (software);Technic Holding (leather
goods);The Home Store India (retail chain);The Central Park Hotel
(hotels);Niraj Kumar Association ( developer);Essel Housing
(housing);HUDCO (home finance);E.I.Dupont India (crop protection
products).
Ambience D'arcy
Ambience D'Arcy Advertising Pvt. Ltd, 401-E, Neelam Centre, 'A' wing, S. K.
Ahire Marg, Worli, Mumbai - 400 025
Tel: (0091 22) 496 2898, Fax: (0091 22) 493 7847,
e- mail: [email protected]
Delhi:(0091 11) 646 9572
Television Billings:Rs 211.0million
Senior Executive:Ashok Kurien, Chairman & Managing Director
155
Major Clients:Goodlass Nerolac (Nerolac/paints);Tata Infomedia (Tata Press
Yellow Pages,Touch Stone/services);Saboo Sodium Chloro (Surya
Salt/salt);Western Union Financial Services Inc (Money Transfer/financial
service);Hindustan Lever (Lakme /skincare);Raymond (Raymond
Be:/readymade garments);Philips India (Philips/luminaires).
Moulis Euro RSCG

Moulis Euro RSCG Advertising Service Pvt Ltd
No 4, 1st Floor, Rams, 27 West Cott Rd, Royapettah, Chennai 600 014
Tel: (0091 44) 8526636, 857 0515, 8533480 Fax: (0091 44) 8593511
internet url:www.mouliseurorscg.com.
Delhi:(0091 11) 6865319-21 6135538
Mumbai:(0091 22) 4912205
Calicut:(495) 741682
Mangalore: (0084)213914
Bangalore:(0091 80) 5586980/2146 , 5550229
Hyderabad:(0091 40) 7794355
Senior Executive:R Ramesh, Managing Director
Major Clients: Ma Foi Managment (Ma Foi /human resources);IPF Online (IPF
Online/website).
Bates
Bates India , 55B, Mirza Ghalib Street , Kolkata- 700016
Tel:(0091 33) 2295270, Fax: 2495290.
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Delhi:(0091 11) 3319908
Mumbai:(0091 22) 2034246
Chennai:(0091 44) 8520021
Bangalore:(0091 80) 5599924
Capitalised Billings: N.A.
Gross Income: 210.72
Senior Executive: Madhukar Kamath, Chief Executive Officer
Major Clients:Hyundai Motor (Hyundai Accent/automobiles);Kirloskar (KOEL
Green/gensets);Morepen Laboratory(Dr Morepen/OTC healthcare);Star TV
Group ('Kaun Banega Crorepati')/TV game show);Le Meridien (Le
Meridien/hotels);MTDC (MTDC/tourism);Hindustan Coca-Cola/beverages).
Percept
Percept Advertising Ltd, 22, Raghuvanshi Estate, 11/12, Senapati Bapat Marg,
Mumbai-400013.
Tel:(0091 22)491 8811 Fax:(0091 22) 491 1281
internet url:www.perceptindia.com
Delhi:(0091 11) 621 4383
Baroda:(0091 265) 335 779
Pune:(0091 20) 614 1613
ILucknow:(0091 0522) 634 8913
Gross Income: Rs 207.66 million
Senior Executive: Mangal Singh ,Chairman
157
Major Clients:Polaroid India (Polaroid/camera);JP Greens
Saatchi & Saatchi

Saatchi & Saatchi Ltd, 1st Floor, Sitaram mills compound,N.M Joshi
Marg,Mumbai 400 011.
Tel:(0091 22) 300 0301/03/04 Fax:300 0302
internet url: N.A
Delhi:(0091 11) 643 6855/59
Kolkata:(0091 33)282 5295/557
Chennai:(0091 44) 822 9213/52
Bangalore:(0091 80) 506 5386-90/91-94
Television Billings:Rs 392.4million
Capitalised Billings:Rs 711.5million
Senior Executive: V.Shantakumar,managing director-chief executive officer
india.
Major Clients:Alembic Glass Industries( Yera Glass/crockery);Aptech (Aptech
Computer Education/computer education);Ameya Trading Co (Superclass
Coffee/coffee); Bayer India (Gaucho and other products/agro
chemicals);Grasim Industries (Birla Plus Cement /cement );Indian Hotels Co
(Taj Group of Hotels,Delhi /hotels);Shaw Wallace (Royal
challenge/beer);TVS-Suzuki (Victor,Fiero/two-wheelers);Zee Telefilms
(Playwin/lottery);Zandu Pharmaceutical Works (Zandu Chyavanprash,Zandu
Honey/ayurvedic products).
158
TBWA Anthem
TBWA Anthem Pvt Ltd,25-c,Commercial Complex,Paschimi Marg,Vasant
Vihar,
New Delhi-110 057
Tel:(0091 11) 614 2292 Fax:(0091 11)614 5176
internet url:www.tbwa-anthem.com
Mumbai:(0091 22)659 2222
Chennai:(0091 44)829 1051
Pune:(0091 20) 6136444
Television Billings:256.4million
Capitalised Billings:734.6million
Senior Executive:K George John, Chairman & Managing Director
Major Clients:Yamaha Motor India (Yamaha Crux,Yamaha Crux R,Yamaha
YBZ /motorcycles);Sundaram Mutual Fund/mutual funds ) Jagatjit Industries
(Perfect 10/liquor);Foster's India (Foster's/beer);Nutritia India(Anik
Ghee/food);Sanjivani Remedies(Sanjivani/healthcare);NIIT
India(NIIT/infotech).
Everest
Everest Integrated Communications Pvt Limited
DGP House,Ground Floor,88-C, Old Prabhadevi Road ,Mumbai-400025
Tel:(0091 22)4627711/22 Fax: (0091 22) 4627721
internet url: www.eicl.net
Delhi:(0091 11) 6208153,6224102/76/4315/4539
159
Bangalore:(0091 80) 5355135
Hyderabad:(0091 40) 6507324,6323390
Television Billings:(N.A)
Capitalised Billings:(N.A)
Senior Executive:Ms Niloufer Kapadia, Chairperson
Major Clients: Ajanta Pharma (Pinkoo Cough Syrup/Cough Syrups,Pinkoo
Gripe Water/gripe water,Trimol Pain balm/pain balms);Parle Agro (Frooti/soft
drinks,Bailey/bottled water);Honda Siel Cars (I)(Honda City/cars).
Madison
Madison Communications Pvt Ltd
3rd Floor, Zoroastrian Bldg, 16, Horniman Circle, Fort, Mumbai 400 023
Tel:(0091 22) 266 3997, 266 0425, 269 4167 Fax: (0091 22) 266 2776, 269
4168
internet url:www.madisonindia.com
Delhi:(0091 11) 338 1053/1146/1428
Chennai:(0091 44) 4363625/22
Bangalore:(0091 80) 5588785,5594782
Television Billings:244.7 million
Senior Executive:Sam Balsara, Chairman & Managing Director
Major Clients: Godrej Sara Lee;TBZ/Zaveri Bazar;Godrej Soaps;Godrej Sara
Lee; BPL Group ;Maruti ;Perfetti;Kinetic; Indiandoctors.com; FDC; Empire
Institute of Learning;ACC.
160
SSC & B Lintas
Phoenix Complex, 4th Floor ,SB Marg, Lower Parel, Mumbai 400 013,
Mumbai-400013
Tel:(0091 22) 493 5377, 495 3679 Fax: (0091 22) 495 0130, 460 2731
internet url:www.sscbindia.com
Delhi:(0091 11) 3353791/92/93
Bangalore:(0091 80) 5201365/71/66
Hyderabad:(0091 40) 3400894/1891
Senior Executive:Ajay Chandwani, President
Major Clients: Hyundai Motors (Hyundai Santro,Hyundai Sonata
/cars);Hindustan Lever (Kwality Walls Max /confectionery, Modern/bread);
Zee Interactive (Zed Career Academy/computer education,Zed TV/TV Channel
,Zeelearn .com/website );Grand Hyatt (Grand Hyatt/hotels);Hyatt Regency
(Hyatt Regency/hotels);Knoll Pharmaceuticals (Prothiaden, Epilex,
Insulin/anti-depressant, anti-epilepsy,anti-diabetic drugs );Hero Cycles(Hero
Yankee/kids cycles);Sonata Software (Sonata/corporate);Mascot Systems
(Mascot/corporate);Deccan Chronicle(Deccan Chronicle/daily
newspaper);Minerva Coffee Shop (Minerva/restaurant);Blue Fox (Blue
Fox/restaurant);Tanning Technology India (Network Servicing
/infotech);Netplane Network Technology (infotech/embedded
software);Deccan Ayurvedarsham Pharmacy (DAP/ayurvedic medicine).
161
Publicis
Publicis (India) Communications Pvt. Ltd.
Publicis-Zen House, Kamala City, Senapati Bapat Marg, Lower Parel, Mumbai
400 013
Tel:(0091 22) , 4925031 Fax: (0091 22) 4930709,4963510
internet url:www.publicisindia.com
Delhi:(0091 11) 6218634/35
Senior Executive: Bharat Dabholkar, Managing Director
Major Clients:Star TV Network (Star Gold /TV Channel);Nestle India (Nestle
Pure Life/bottled water);Coca-Cola India (Schweppes Soda/carbonated
beverages);Hewlett-Packard(Hewlett-Packard/computers);May-fair(Zodiac
Shirts/garments)
MODE
Mode Advertising & Marketing Pvt Ltd
C 40 & 44 ,Lajpat Nagar II, New Delhi-110 024
Tel: 6829781/7832, 6923252 Fax: 6832023
internet url:www.modeads.com.
Mumbai:(0091 22) 2613986 26789074
Chandigarh:(0091 172) 669069
Jaipur:(0091 171) 515097
Ahmedabad:(0091 79) 6400900
162
Television Billings: 4.72 million
Capitalised Billings: 180.3 million
Gross Income: 22.77 million
Senior Executive: G.K Dhawan , Chairman
Major Clients: ITPO( Aahar/services); Indian Oil Corp(Servo/Oils&
lubricants).
163

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CHAPTER FOUR:

ROLE & GROWTH OF ADVERTISING AGENCIES

Advertising agencies are deemed as the backbone of the Advertising

Advertising agency is one of the most important components of the

The American Association of Advertising Agencies (AAAA) defines

"An independent business organization, composed of creative and

Period of space agents:

Period of creative Services:

Period of complete package of services:

Period of Mega Agency:

CHOICE OF AN ADVERTISING AGENCY

2. Location: The location of the advertising agency is of prime

3. Advertising Compensation: Now-a-days agencies charge for entire

4. Personnel: The creative personnel of the agency such as the

6. Records and Reputation: The past record and reputation of the

8. Media Connections: Some agencies do have better contacts with

Advertisers prefer ad agencies rather than having an independent

1. Skilled Personnel: Advertising agencies employ highly skilled

2. Better Ideas: Agencies work on a number of accounts. They

3. Independent Analysis of Problems: Companies have difficulty

4. Cost - Effective: The advertiser finds it less expensive to employ

5. Easy to Divorce: If the advertiser maintains a separate full

6. Enthusiasm of Ad Agency: The motivation and the enthusiasm

7. Additional Services: The advertising agency may provide a

8. Media Contacts: The agencies do have better media contacts and

ORGANISATION STRUCTURE OF AN AD. AGENCY:

The organization structure differs from agency to agency depending

Vice President Vice President Vice President Vice President

*Copy & Art *Media *Account Supv. *Office Mngt.

b) Art: The art department arranges for finished artwork, although in

d) Traffic: Traffic is a matter of scheduling. To keep the work flowing on

The Vice President in-charge of marketing services is responsible for media

a) Media Planning: The media in-charge is responsible for planning and

c) Sales Promotion: The sales promotion section prepares promotional

Management & Finance

a) Office Management: The Vice President of this department is responsible

4. COST PLUS SYSTEM:

2. Modular Agencies: A modular agency is a full service agency that sells

3. In House Agencies: Those companies, which prefer to have closer

5. Mega Agencies (explained earlier under evolution of agency)

6. The Specialist Agency: There are some agencies that undertake

The agency-client relationship is always a give-and-take relationship. In

In particular the client should:

The agency also has certain obligations toward the client:

The reasons for such turnover are as follows:

Unsuccessful advertising campaign:

Reputation of a new agency:

Change for the sake of change:

It refers to official recognition of the agency by various authorities such

The main purpose of granting accreditation to bring out professionalism in the

Criteria for granting accreditation:

Declaration and Application:

An accredited agency shall lose its recognition:

Power to Restore Accreditation:

Benefits to accredited agency:

ROLE OF ADVERTISING AGENCIES:

The primary role of advertising agencies are planning and creating

Media planning, buying, placement, and negotiation for placement

Copy & Art Media Account Supv. Office Mngt.