Advertising: The Art of Selling A Product

ADVERTISING
The Art of selling a Product

AGENCY MANAGMENT
The senior management team may consist of a chief
executive and finance director in a small agency. A
larger agency may have a management team,
including a chief executive and finance director,
together with directors responsible for each of the
firms departments. If an agency belongs to a large
group of companies, a member of the management
team takes responsibility for relationships with the
board of the holding company.
Eg. An Ogilvy & Mather in India is part of the WPP

group which is the holding company for several other
agencies in India.
ACCOUNT SERVICING
The account services team deals with clients and coordinates
the work of the agency's creative and media teams. A large
agency might have three levels of account management.
Account director - Account directors, who report to the agencys

management team, supervise the work of account executives
and take responsibility for a group of accounts. They may also
maintain a close relationship with the agencys most important
clients.
Account executive
Assistant account executive.
Account executives and assistant account executives report to
account directors and manage the day-to-day operations on
their accounts.
ACCOUNT PLANNING
Account planners research the needs and
preferences of the target market for a product or
service.
They use their findings to develop an advertising
strategy and prepare a brief for the creative team
that's working on an advertising campaign. In smaller
agencies, account planning may be part of the
responsibility of an account executive.
Larger agencies may appoint a specialist as a
member of the account management team eg.
Strategy Head.
MEDIA
The media department is responsible for planning
where and when advertisements will appear and
buying space or time in newspapers, magazines,
radio, television, digital media and outdoor media,
such as poster sites and billboards.
In small agencies, one person may combine the

planning and buying roles.
Larger agencies have a media department headed by

a media director who supervises the work of a team
of planners and buyers.
CREATIVE SERVICES
The creative services team consists of copywriters
and designers, known as art directors, who work
together to develop concepts for advertisements.
In larger agencies, a creative director manages

teams working on different accounts.
Smaller agencies may only appoint a creative director

who works with freelance writers.
PRODUCTION
Larger agencies have a production department
responsible for managing advertising campaigns.
They set schedules and manage campaign budgets,
coordinating the work of the creative and media
departments.
The production team also interacts with external
suppliers working on advertising campaigns, such as
printers, photographers and video production
companies.
In smaller agencie, account executives or creative
directors take responsibility for project management.
The Indian Advertising
Industry
Biggest Agencies:
O & M Founded by David Ogilvy and has offices in
more than 150 countries worldwide. This advertising,
marketing and PR agency, is head quartered in
Manhattan. It is part of the Holding company WPP.
In India its Headed by Piyush Pandey, who also looks

after the entire south Asia. Some of the notable ad
campaigns done by Ogilvy & Mather includes
Cadbury Dairy Milk and Vodafone.
Industry
JWT:
One of the oldest advertisement company in
the world, JWT was founded in year 1864.
The company has been operating in more
than 90 countries worldwide.
It is a leading advertisement company in India
which has notable clients such as nestle,
Unilever, DTC etc.
Industry
Lowe Lintas & Partners:
The company is a wholly owned subsidiary of the
Interpublic Group(IPG), and is part of theLowe Worldwide
network. On May 8, 2015 the globalLowe Worldwide
network aligned with the US agency Mullen to form the
Mullen Lowe Group, part of the Interpublic Group of
Companies Headquartered out of London, Lowe Worldwide
has over 100 offices in 82 countries
Headed by R. Balki as chairman and CCO and Joseph George as

CEO, the agency boasts of having 250 + clients and some of the
best creative advertising like Tanishq, Liril, Axis Bank, ICICI bank
etc
Industry
DDB MUDRA :
Is part of DDB Worldwide is owned by Omnicom
Group Inc, one of the world's largest advertising

holding companies.
A communication, advertising and brand
management company headed by Madhukar Kamat

as MD & CEO and Sonal Dbral as Chief Creative
officer in India.
Rasna, Only Vimal old campaigns, VolksWagon,
Mother dairy, future group campaigns are some of

their recent ones
Industry
DraftFCBUlka:
Ulka was founded by Bal Mundkur in India in
1961
FCB, is one of the largest global advertising agency
networks. It is owned by Interpublic Group and was
formed by the 2006 merger of the original Foote,
Cone & Belding (FCB) and Draft, adopting the
name Draftfcb. In 2014 the company went back to its
roots and rebranded itself as simply FCB
FAMOUS FIVE
WPP Group,London$19.0 billion
Omnicom Group,New York City
$15.3 billion
Publicis Groupe,Paris$9.6 billion
Interpublic Group,New York
City$7.5 billion
Dentsu,Tokyo$6.0 billion

Advertising: The Art of Selling A Product

Uploaded by

Copyright:

Available Formats

Advertising: The Art of Selling A Product

Uploaded by

Document Information

Original Description:

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Advertising: The Art of Selling A Product

Uploaded by

Copyright:

Available Formats

ADVERTISING

The Art of selling a Product

Eg. An Ogilvy & Mather in India is part of the WPP

Account director - Account directors, who report to the agencys

In small agencies, one person may combine the

Larger agencies have a media department headed by

In larger agencies, a creative director manages

Smaller agencies may only appoint a creative director

In India its Headed by Piyush Pandey, who also looks

Headed by R. Balki as chairman and CCO and Joseph George as

Group Inc, one of the world's largest advertising

management company headed by Madhukar Kamat

Mother dairy, future group campaigns are some of

You might also like