1.

History:
Grey Advertising got its start on August 1, 1917, when 18-year-old Larry Valenstein founded
Grey Studios. Too young to be sent overseas to fight in World War I, and having left college,

Valenstein borrowed $100 from his mother and leased an office at 309 Fifth Avenue in New
York. The fledgling entrepreneur set up shop as a direct mailer. Valenstein had worked
previously as an errand boy at another direct mail firm, and he felt that he had learned enough at
that job to strike out on his own. Valenstein's new business got its name from the color of his
office's walls: slate gray.
Every six months, Grey Studios produced direct mail folders in which New York's furriers
advertised their wares. As the business grew, Valenstein added new employees, taking on an art
director and an assistant. Four years after its founding, Grey Studios moved to its second set of
offices. Located at 41 East 29th Street, the company's two tenement rooms also served as a home
for its art director. Needing extra help, Valenstein hired 17-year-old Arthur Fatt as an office boy
in 1921.
It was Fatt, with a flair for salesmanship, who suggested several years later that the company
replace its biannual mailers with a magazine published nine times a year and designed to
showcase the products of the company's clients. After Fatt presented his boss with the title Furs
& Fashions and a dummy issue, Valenstein was persuaded, and Grey Studios launched the
publication.
Furs & Fashions soon became a success, and with the capital generated from this publication,
Grey Studios was able to move from direct mailing to advertising, a logical outgrowth of the
1

direct mail business, and a long-sought goal of the company. In 1925, Valenstein and Fatt
renamed the company Grey Advertising.
Grey placed its first national advertisement in the August 1926 issue of the Ladies Home
Journal. Drawing on the company's longstanding relationship with the fur industry, it featured a
spot for Mendoza Fur Dyeing Works, Inc., of New York, for which the agency was, incidentally,
never paid.
In 1930, Grey Advertising moved to its third New York location, on East 30th Street, just off of
Fifth Avenue. In the 1930s, the company built on its historical affiliation with the New York
garment industry, of which the fur industry was a part, to develop a reputation as an advertiser
for retail stores and their merchandise. As a Seventh Avenue-area firm, based in the world of
fashion, Grey Advertising became known as a soft goods specialist, dedicated to promoting
manufacturers who retailed their wares in department stores. By 1938, the company was earning
$250,000 a year in billings.
Grey's leaders concentrated on attracting high-quality creative talent throughout the 1940s,
despite the fact that the entry of the United States into World War II made recruiting workers in a
wartime economy difficult. Grey Advertising continued to turn a profit during the war years. As
the American economy boomed in the aftermath of the war, the agency's sales reached $1 million
a year.
Despite this success, Grey's leaders realized that their competitors in the New York advertising
industry were growing at a faster rate than they were, mainly as a result of their work for
companies that manufactured packaged goods. These products, sold in grocery stores or drug
stores, as opposed to department stores, had low prices, were sold in large quantities, and brought
unparalleled prestige and professionalism to an advertising agency. In 1946, Grey acquired its
first packaged goods client, the Mennen Company.
By the end of the 1940s, Grey's size and profits had grown so large that its two leaders instituted
an employee stock-ownership plan, so that their coworkers could also participate in the

company's good fortune. In 1955, Grey notched another important packaged goods client, Block
Drug.
In the following year, Valenstein moved up to chairman of the agency, and Fatt became president
of Grey. Shortly thereafter, the company scored its biggest coup in the packaged goods field. In
1956 Grey added manufacturing giant Procter & Gamble to its client list, after the company's
previous ad agency had gone out of business and many of its employees had moved over to Grey.
Part of the importance of packaged goods clients lay in their heavy use of television advertising,
and as the medium grew in importance throughout the 1950s, Grey increased its involvement
with television advertising. As the manufacturers who advertised on television saw their
businesses grow, so did the advertising agencies who worked for them. In addition, Grey began
to hone its prowess at market research during this time by focusing on the broader picture of
market strategy, as opposed to narrow campaigns for a single product.

2.Product offer:
They actually provide services. And their services are:

Brand ideas & strategies

Brand planning
Creative development
Production

3.Operating countries:
World Headquarters

Grey Corporate HQ - New York

Office
Ad Production - Copenhagen
Atlas Communications Thailand 3

New York
Location
Copenhagen
London

United States
Country
Denmark
United Kingdom

London
Blu Grey - Safat
Brand Communications

Safat
Hong Kong

Kuwait
Hong Kong

International Limited - Hong Kong

Brand Communications (Shanghai)

Shanghai

China

Limited - Shanghai
Brand Lab - Lima
Campaigns & Grey - Makati City
Carne - Lima
Circus Grey - Lima
Consell Werbeagentur GmbH -

Lima
Makati City
Lima
Lima
Frankfurt

Peru
Philippines
Peru
Peru
Germany

Frankfurt
Contact Advertising - Nicosia
Dorland - Berlin
Dyhr/Hagen - Copenhagen
excentricGrey - Lisbon
G3 Communications Pvt Ltd -

Nicosia
Berlin
Copenhagen
Lisbon
Chennai

Cyprus
Germany
Denmark
Portugal
India

Chennai
GForce - Almaty
GForce - Tashkent
GRAM - Istanbul
Gramm - Dusseldorf
Grey - Ahmedabad
Grey - Amsterdam
Grey - Athens
Grey - Atlanta
Grey - Auckland
Grey Aviavision - Beijing
Grey Aviavision - Guangzhou
Grey Aviavision - Shanghai
Grey - Baden
Grey - Bangalore
Grey - Bangkok
Grey - Barcelona
Grey - Beijing
Grey - Beirut
Grey - Belgrade
Grey - Bogota
Grey - Brussels
Grey - Bucharest
Grey - Budapest
Grey - Buenos Aires
Grey - Burbank

Almaty
Tashkent
Istanbul
Dusseldorf
Ahmedabad
Amsterdam
Athens
Atlanta
Auckland
Beijing
Guangzhou
Shanghai
Baden
Bangalore
Bangkok
Barcelona
Beijing
Beirut
Belgrade
Bogota
Brussels
Bucharest
Budapest
Buenos Aires
Burbank

Kazakhstan
Uzbekhistan
Turkey
Germany
India
Netherlands
Greece
United States
New Zealand
China
China
China
Switzerland
India
Thailand
Spain
China
Lebanon
Serbia
Colombia
Belgium
Romania
Hungary
Argentina
United States

Grey - Cairo
Grey: C.A.M.P. Cebu - Cebu City
Grey Canada - Toronto
Grey Canada - Vancouver
Grey - Canberra
Grey - Casablanca
Grey - Chennai
Grey - Colombo
Grey - Copenhagen
Office
Ad Production - Copenhagen
Grey - Delhi
Grey - Dhaka
Grey - Doha
Grey DPI - Guangzhou
Grey DPI - Hong Kong
Grey - Dubai
Grey - Dusseldorf
Grey - Geneva
Grey - Guangzhou
Grey - Hamburg
Grey - Helsinki
Grey - Ho Chi Minh City
GreyHome - Lisbon
Grey - Hong Kong
Grey - Istanbul
Grey - Jakarta
Grey - Jeddah
Grey KGM - Stockholm
Grey - Kiev
Grey - Kolkata
Grey - Kuala Lumpur
Grey - Lima
Grey - Ljubljana
Grey - London
Grey - Luxembourg
Grey - Madrid
Grey - Melbourne
Grey ME & North Africa - Beirut
Grey - Mexico City
Grey - Milan
Grey - Montevideo
Grey - Moscow
Grey - Mumbai
Grey - Munich
5

Cairo
Cebu City
Toronto
Vancouver
Canberra
Casablanca
Chennai
Colombo
Copenhagen
Location
Copenhagen
Delhi
Dhaka
Doha
Guangzhou
Hong Kong
Dubai
Dusseldorf
Geneva
Guangzhou
Hamburg
Helsinki
Ho Chi Minh City
Lisbon
Hong Kong
Istanbul
Jakarta
Jeddah
Stockholm
Kiev
Kolkata
Kuala Lumpur
Lima
Ljubljana
London
Luxembourg
Madrid
Melbourne
Beirut
Mexico City
Milan
Montevideo
Moscow
Mumbai
Munich

Egypt
Philippines
Canada
Canada
Australia
Morocco
India
Sri Lanka
Denmark
Country
Denmark
India
Bangladesh
Qatar
China
Hong Kong
United Arab Emirates
Germany
Switzerland
China
Germany
Finland
Vietnam
Portugal
Hong Kong
Turkey
Indonesia
Saudi Arabia
Sweden
Ukraine
India
Malaysia
Peru
Slovenia
United Kingdom
Luxembourg
Spain
Australia
Lebanon
Mexico
Italy
Uruguay
Russia
India
Germany

Grey - New York

Grey - Paris
Grey - Rio de Janeiro
Grey - Riyadh
Grey - Sandton
Grey - San Francisco
Grey - San Juan
Grey - Santiago
Grey - Sao Paulo
Grey - Seoul
Grey - Shanghai
Grey Shopper - Dusseldorf
Grey - Singapore
Grey - Skopje
Grey - Sofia
Grey StarEcho - Guangzhou
Grey - Stockholm
Grey - Sydney
Grey - Tel Aviv
Grey - Tokyo
Grey - Vilnius
Grey - Warsaw
Grey - Zagreb
Hundred Percent Film -

New York
Paris
Rio de Janeiro
Riyadh
Sandton
San Francisco
San Juan
Santiago
Sao Paulo
Seoul
Shanghai
Dusseldorf
Singapore
Skopje
Sofia
Guangzhou
Stockholm
Sydney
Tel Aviv
Tokyo
Vilnius
Warsaw
Zagreb
Copenhagen

United States
France
Brazil
Saudi Arabia
South Africa
United States
Puerto Rico
Chile
Brazil
Korea (South)
China
Germany
Singapore
Macedonia
Bulgaria
China
Sweden
Australia
Israel
Japan
Lithuania
Poland
Croatia
Denmark

Copenhagen
Imagen Publicidad - Managua
Inorek & Grey - Riga
Inorek & Grey - Tallinn
Insight Communications - Lagos
Insight Media Advertising - Accra
jotabequ - San Jose
jotabequ - San Salvador
KGM Datadistribution AB -

Managua
Riga
Tallinn
Lagos
Accra
San Jose
San Salvador
Stockholm

Nicaragua
Latvia
Estonia
Nigeria
Ghana
Costa Rica
El Salvador
Sweden

Stockholm
KW43 Brand Design - Dusseldorf
La Fabrica & Jotabequ -

Dusseldorf
Guatemala City

Germany
Guatemala

Guatemala City
Massive - Bogota
Michael Vagedes - Hamburg
OOT - Milan
RC&M India - Delhi
SCP - Gothenburg
SEK & Grey - Helsinki

Bogota
Hamburg
Milan
Delhi
Gothenburg
Helsinki

Colombia
Germany
Italy
India
Sweden
Finland

Talento Grey Publicidad - San

San Pedro Sula

Honduras

Pedro Sula
Talento Grey Publicidad -

Tegucigalpa

Honduras

Tegucigalpa
Uncle Grey - Aarhus
Valdez & Torry Advertising -

Aarhus
Woodbrook

Denmark
Trinidad

Woodbrook
WMC Grey - Prague

Prague

Czech Republic

4.Motive:
Grey Groups purpose is singular. In these uncertain times, we have stayed true to the singular
purpose that has always guided us: to build the value of our clients brands. We focus
relentlessly on our clients, judging our performance by their growth, and our prospects by the
faith they show in us. This enduring strength is rooted in our souls and permeates our vision and
our work.

5.Business Strategic:
Suresh joined Grey New York in 2006 as the head of the strategic planning department at Grey
New York and the strategic leader across the global Grey network. Suresh is passionate about
uncovering brand ideas that lead to powerful emotional connections with consumers, in turn
accelerating the brands full potential. Under his leadership, Grey launched a new planning
toolkit, SHIFT which has been deployed throughout the Grey global network.
With 20+ years of strategic planning experience, Suresh has built brands and business in a
variety of categories, from consumer health and packaged goods to retail and technology. Suresh
has developed highly successful brand strategies for a broad array of leading brands including
Johnson & Johnson, Eli Lilly, GSK, Acuvue, Nokia, Canon, Verizon, Intel, MasterCard,
E*Trade, Ally, 3M and Diageo among others.

Suresh came to Grey from McCann-Erickson New York, where he was the head of the strategic
planning department. Suresh has an M.S. and an M.B.A. from the University of Cincinnati.

Subsidiaries in Bangladesh:
6.Establishment:
Grey advertising Bangladesh Ltd. is one of the leading advertising agencies in Bangladesh.
According to the AD age (An International advertising magazine) Grey advertising Bangladesh
Ltd. is the third largest ad agency in Bangladesh in term of annual revenue.
Grey advertising Bangladesh Ltd. is one of the newest ad agencies as well. Started only in
1996, Grey advertising Bangladesh Ltd. has been able to strengthen its market position strongly
thanks to its multinational experience and Global approach to business. A Grey advertising
Bangladesh Ltd. Global Group Inc, USA Company, and Grey advertising Bangladesh Ltd. has
one of the most exquisite portfolios in the country. The only multinational company in the
country, Grey advertising Bangladesh Ltd. has proven its worth over past few years.
From establishing a new brand like Virgin drinks or City Cell Digital to continuing the Global
Corporate image of BAT, Grey advertising Bangladesh Ltd. is termed as the most respected ad
agency in Bangladesh. Managing by the professionals having proven track record, Grey
advertising Bangladesh Ltd. maintains one of the smallest workforces to run its multi-million
taka operations.
The creativity of Grey advertising Bangladesh Ltd. in Print & TV media has been undisputed.
The astute, smart creative professionals work for selling quality work with less priority to
quantity of work has been a trend of Grey advertising Bangladesh Ltd. across the globe.
The Media department of Grey advertising Bangladesh Ltd. is not far behind. Grey advertising
Bangladesh Ltd. is the second largest buyer of print medium of Bangladesh and one of the
leading ones in TV medium. Besides these there is few success stories of Grey advertising
Bangladesh Ltd. Advertising Bangladesh like, Grey advertising Bangladesh Ltd. Bangladesh
won the International Media Exchange Award for its GSK Vaccination ad.

A very small party of professionals working in the Account Management department runs the
operations and management of the company. Graduates from the reputed business schools of
home & abroad, these young managers thrive to reach the very best.
The work environment of Grey advertising Bangladesh Ltd. Advertising is another example of
its classy, multinational aura. The well decorated, smart officer floor is equipped with latest
technology like LAN and Internet. The average age of the employees is 28- quite unthinkable
in most other workplaces of Bangladesh.
Thus, the company is a true believer of youth and exuberance. Inherited from the parents in
New York, USA, Grey advertising Bangladesh Ltd. always attempts to learn the newest way of
doing business. Grey advertising Bangladesh Ltd. is the first ad agency in Bangladesh to buy a
spot in a local web portal for one of its clients.
The commitment to technology continues as the company is looking forward to set up a
separate wing Grey advertising Bangladesh Ltd. Interactive, the worldwide Grey advertising
Bangladesh Ltd. concern concentrating on the Internet advertising and other forms of digital
communication. Grey Worldwide Bangladesh Ltd. has 5 (five) sub section under it. These are
Creative department, Service Department, Media Department, Account Department and Office
Department. And under service department there are two sub-departments (BAT & Non-BAT
side). All these do particular jobs relating to their field.

7.Involve with Bangladeshi company:

Grey advertising Bangladesh Ltd. is a Global Group Inc. company. A brief overview of the
parent company thus requires a brief introduction. A fortune 1000 company of the year 2001,
Grey advertising Bangladesh Ltd. Global is the 6 th largest marketing & advertising company.
The most phenomenal clients of Grey Worldwide Bangladesh are:

Nissan
Tetra pak
Rackitt Benckiser
Citycell

Aarong
Apex
Rahimafrooz
Virgin

British

American

Tobacco

Bangladesh
(Gold Leaf, Benson & Hedges, Dunhill)

Sunfill

GSK

Pantene

Prime Bank
Dhaka Bank

Apollo Hospitals Dhaka

Otobi
Emirates Airlines
Intraco (CNG Conversion)
American Chef
Cats Eye.
Aarong

8.Services of Gery in Bangladesh:

8.1.Grey advertising Bangladesh ltd. world wide:
Grey advertising Bangladesh ltd. is one of the ten largest advertising agencies in the world,
with offices in 91 countries. Grey advertising Bangladesh Ltd. develops highly creative
solutions to marketing problem on a worldwide basis. Its service includes brand positioning;
brand planning; creative development; and production. It is also planning to elevate a new
generation of management.
8.2.Media Com:
Media Com with offices in 80 countries is one of the worlds largest and most respected media
service companies. It brings media solutions that build business for a wide range of local and
regional and worldwide clients. With $10 billion in global billings, a commitment to strategic
insight, total communications planning, tactical media brilliance and tough but creative media
negotiating, MEDIACOM provides unsurpassed value in todays chaotic media marketplace.
8.3.Grey advertising Bangladesh ltd. direct:
Grey advertising Bangladesh ltd. directs is leading global marketing services Company for
businesses that market to individuals and other businesses. Grey advertising Bangladesh Ltd.
Direct provides to its clients; direct marketing solutions (for the analog world), Electronic

10

direct marketing support (for the digital world); database optimization & implementation; and
aggressive sourcing and print production management.
8.4.GCI:
GCI is one of the worlds largest global public relations, recently named Agency of the Year by
a leading industry journal. GCI has expanded traditional services into an ever widening group
of practices, including brand marketing, corporate affairs, healthcare technology, change
management and financial relations.
8.5.Grey advertising Bangladesh ltd. healthcare group:
Grey advertising Bangladesh ltd. Healthcare group is one of the worlds largest health care
marketing agencies. It provides education, consulting, advertising, public relations, on-line
patient relationship and physician loyalty programs for pharmaceutical and healthcare
industries. With Grey advertising Bangladesh Ltd. it also provides seamless professional and
consumer branding and marketing communications for global & local clients.
8.6.G2:
G2 is a global integrated marketing communications company specializing in brand design and
development across many disciplines, including identity, design guidelines, packaging,
collateral, sales promotion, point of sale and environmental design. This new network offers
creative solutions outside traditional advertising.
G2 has expanded the brands of such clients as Procter & Gamble, Krups, New York Lottery,
Individual.com, Panasonic, Topps, Intevo, Cannon, Jackson Hewitt, Royal Mail, autobytel.com,
and British American Tobacco. It is growing in International capabilities and currently services
Clients in twenty-four countries outside the United States.
8.7APCO:
APCO Worldwide is the leading global communications firm specializing in public affairs and
major corporate issues, including issues management, litigation support, and communications
regarding mergers, and acquisitions, government relations, corporate positioning, strategic
Philanthropy, community relations and general issue communications. For the past two years
11

APCO has been recognized by the industry as Agency of the year in the field
of Issue Communications.
8.8.Grey advertising Bangladesh ltd. interactive:
Grey advertising Bangladesh ltd. interactive is one of the worlds largest global full services
Internet and marketing networks. In over 20 countries, it serves clients with a single offering:
full-interactive market services in support of business and brand building. This include web site
development, e-commerce, Internet Advertising, research, consulting and relationship
marketing,. Its global business model is distinctive in the Internet arena today.
8.9.Beyond Interactive:
Beyond interactive is a full- service interactive marketing agency specializing in customer
acquisition and customer retention. Beyond interactive focuses on increasing its clients
exposure and maximizing the life time value of their customers through interactive marketing.
It develops marketing strategies and executions to promote existing sites and traditional brands.
Its goal is to increase the effectiveness and return on investment of its clients interactive
marketing efforts.
8.10.J.brown/ lmc group:
J.brown / lmc group is the leading co-marketing agency in the U.S. It helps companies leverage
marketing budgets through retail partnerships. The result is stronger merchandising, consumer
impact and brand equity communication. It also offers products & technology demonstration
and sampling programs, and through LMC, adds value to local radio programming.

8.11.G WHIZ:
G WHIZ is an integrated multi disciplined marketing company. It is a full service-advertising
agency with a rich heritage in building brands, managing entertainment properties and
marketing leisure activities. Specializing in understanding the youthful mindset of todays

12

consumer, it offers advertising and media services: Internet & interactive content; promotion;
consulting & brand planning for Kid-oriented entertainment related products and services.
8.12.Grey alliance:
Grey advertising Bangladesh ltd. alliance builds bridges of partnership that provide solutions
and create opportunities. It is a partner company of grey advertising Bangladesh ltd. global
group, one of the largest full service communications agencies in the world with a broad client
roster boasting major entertainment properties, talent and consumer brands.
Alliances have developed a strong network within a vast array of industries that has allowed us
to create strategic partnership that builds business. From guerilla marketing to product
placement, new media and promotions to strategic partnerships and production, Alliances build
the bridge.
8.13.Wing Latino group:
Wing Latino group was formed in 2000 by the merger of Grey advertising Bangladesh Ltd.
Global Group as US Hispanic marketing agencies, FOVA, and its Puerto Rico-based agency,
West Indies and Grey advertising Bangladesh Ltd.. The new company is one of the largest
Hispanic Marketing Companies in the U.S. and Puerto Rico and provides full service capabilities
in advertising, media, research, merchandising, promotions, direct marketing, interactive &
public relations for major companies.
8.14. Grey directory marketing:
GDM specializes in yellow pages and other specialized directory media. One of the top ten
companies in its industry known for its disciplined marketing approach and media innovations,
GDM pioneered the use of metered testing and other tools to measure their clients return on
investment from the medium.
8.15.Visual Communications:
Visual Communications Group (VCG) specializes in investor and marketing communications.
The investor communications group develops strategic and designscreative media for IPO road
shows, investor conferences, annual reports, and investor relations Web sites.
13

8.16.Ericsson Fina:
It is a new comprehensive creative resources dedicated to building beauty, fashion and image
brands, such as Cover girl, Hugo Boss Fragrances and Pantene.
8.17.Financial Benefits:
For lots of reasons agency could offer better price because for their bulk purchase and long
term agreement, they get higher discount than general clients. Like example if a general client
wants a unit of space of a TV channel, he/she has to pay fully but most of the time for agency
one unit free with one unit purchases, so here agency could offer discount for their clients.
8.18.Easy to Launch New Brand:
If any company wants to launch new brands in the market where it has other existing brands in
the market now then the company has to spend a certain amount of money for launch ad where
at that moment there was no direct return from that new brand. In this situation the company
pays the ad cost from its own fund.
If there will be an AOR with any advertising agency then the company gets a avings form the
agency on its ads. By which the new brand can be advertised.

8.19.It Enhance Corporate Ads:

There are many organizations and companies who are giving there corporate ads. Through
these ads they deliver such messages which include necessary information for the general
people.
Like no Tobacco for young, advertised by BAT Bangladesh Ltd, for afforest ration Dutch
Bangla Bank is giving ads for interest public interest etc. These types of ads do not give any
direct return to the company but these ads have some value. It costs a large amount of money. If

14

any company maintains its AOR with any agency then they utilize its savings on ad to these
type of corporate ads.

8.20.Space booking advantage:

Client has different type of jobs according to their activities. For this they have to contact with
the media house frequently. But in the media there are so many clutters are existing thats why
it is not sure that any fixed brand can get space/spot according to their wish.
When any client has AOR with any advertising agency then the agency tries to arrange to book
the space or slot for their respective client. And ultimately the benefits go to the client. Beside
this there are other factors that motivate the media house to follow the agencies instruction.
That is when any client gives their ad to any media directly then they offer the media a certain
amount of money that they can not exceed. But the agency gives ad for its clients to the media
which is obviously more than any single company media spent. So when any media gets higher
order from any source then try to keep that client continues because it is a matter of their profit.

8.21.Better media weight with lower price:

It is noticed that when any media gets higher billing from any of their client who are mainly
advertising agency the media gives more prior to them coz more billing means more profit for
the media.
So media always provides special support to their clients. On the other hand the benefit that is
offered to agency from the media the agency tries to transfer that benefit to their own client
who maintains AOR because of the same reason.
15

8.22.Customer movement:
An advertising agency always tries to keep with their fixed clients. For this they offer the client
to maintain AOR by which the client makes its all media spent through that particular agency
for any specific brand. Because of that the movement of client is not that much possible.

8.23.Marketing research:
Client is getting support from their respective agency through various ways. Market research is
one of them. Agency does the market research for their valuable client to keep a continuous
relation with them. Relation through AOR makes the agency interested to do this for their
client.

8.24.Increase their bargaining power:

According to the activities of AOR agency can place more order to the media house more order
implies a large number of money that client wants to spend in that media.
It is direct profit to the media. Then the bargaining power goes to the agency and agency can
gain the best rate for their client. Always there is a card rate for every media. And media wants
to control that card rate where they can avoid the bargaining process and become more
profitable.
But the agency goes to the media with a large number of orders for different brands then the
media gives a certain amount of discount on that media card rate. From there the agency can
provide a part of profit or discount to their client. Then client gets satisfied. Because the client
may not able be to get that discounted rate from the media house.
16

8.25.Develop price competency:

When any agency bargain with the media for their client then and gets a better rate then other
agency tries to get the same benefit from that particular media house and the price competency
comes.
The competition is basically helpful for the clients. On the other hand when any client found
the cheaper rate arranged by any particular agency then those clients try to move towards that
agency which is a part of agency profitability.

8.26.Editorial Support:
The newspaper is a very important type of media in our country. When any newspaper gets
frequent ads from any advertising agency then the publishers give commission for their clients.

GREY GROUP BANGLADESH

Management Team of Grey Group Bangladesh
Company Organogram

17

18

GREY DHAKA:
Grey Advertising Bangladesh Limited is one of the leading advertising agencies in Bangladesh.
According to the AD age (An International advertising magazine), Grey is the one of the largest
ad agencies in Bangladesh in term of annual revenue.
The departments working within GREY:
There are basically five departments in GREY. One of them work around the production of
advertisement and other ensures smooth functionality of the organization. In the following figure
all the departments of GREY. The mission of these departments is to produce quality
advertisements for their clients. As a result, the advertisements should drive sales, create an
increased in awareness, and the firm's profits should go up.
1. Account Servicing Department: The basic function of the client service department is to
maintain relationship with the clients and prospects. They communicate the thought of both
the parties between two parties. They are one of the most important parts of GREY because
they are the persons who find out the things customer needs and finding the need is one of
the most useful ways to keep the customers happy. This department is the blood circulation
of the whole organization and it co-ordinates within the functions of the various department
in the agency.
This department of GREY is also important for research purpose. This gives some important
information to the GREY authority, like
a)
b)
c)
d)
e)

Effectiveness of the campaign

Market power of the subject product
Customer reaction about the product or the ad campaign
Finding out the reasons that makes a product fails to have more sales or gain more sail.
Market background of the product

2. Media Department: Now a day number of full service agency is getting lower and lower
every day. GREY is one of the few full service agencies in Bangladesh. Thats why they have
to select the media they are going to use to publish or to show any certain advertisement. The
19

media department of GREY finds out the most profitable way from the combination of
coverage, cost and product type to air the advertisements. The media department also finds
out the programs that a client can sponsor. Media timing is also one of the important
functions of the media department.
The media selection method is a little bit hard-hitting here in Bangladesh. In case of

TV

broadcasting media, the important factors considered by the GREY are:

a)
b)
c)
d)

Coverage of the network (BTV has the highest coverage)

Type of product (some products cant be advertised in national TV before 10)
Cost
TRP rating (In case of sponsorship, agencies follow a rating called television rating point,
TRP.)

3. Creative department: This is the engine of the organization because it is them who make
GREY popular and effective to the clients. They perform certain acts. Some of them are
given below.
a) Developing theme for a TV commercial
b) Developing headlines, sub-headlines and body messages for an advertisement to be
c)
d)
e)
f)

printed on papers.
Designing the look of the artists in a commercial
Visualizing the idea
Preparing jingles
Finalizing layout, etc.

4. Finance department: The finance department of GREY functions like finance department
from any other business organization. The extra thing it does is the budgeting for any
advertisement campaign or product promotional campaign.
5. HR department: This department helps to find out the best people, who can suits with this
organization. This department also motivates the employees in various ways.
a)
b)
c)
d)
e)
f)
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Recruiting new employees are their concern.

Training and development of the interns are going in a good way is also their concerns.
Compensation, employee benefit, leave and service rules program and upgration
Placement and performance appraisal of employees
Preparing related reports
Reporting to the Executive Committee/ Board on related matters

Business Strategy of GREY in Bangladesh:

Mission:

Grey advertising Bangladesh Ltd. Advertising Bangladesh Limited has the same
missions which run across Grey advertising Bangladesh Ltd. Worldwide other offices.
Being part of the big picture allows and act the same way other international offices
does.

We will create leading brand ideas: ideas that resonate in peoples minds and hearts
and create brand preference.

Vision:

To be a global integrated communications company, creating and enhancing Brand

Value for our clients.

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To be great global company, creating and enhancing Brand value to its clients To be
the provider of integrated communications through global learning and specialist skills
towards, creating and enhancing Brand Value for our clients. Grey Bangladesh Ltd.

Consider to major Question for measuring their vision.

Who Are We?

What Makes Grey Global Group Different?

Grey Global Group is a global marketing communications company with a difference.

GREYs growth is guided by two key principles:

1) Simplicity of Structure. We have one and only one global company in each
communications discipline. Our companies are run by people who know one another
well and are accustomed to working collaboratively. Clean reporting line to senior
management.
2) Singularity of Purpose. We are dedicated to increasing the value of our clients brands.
To do so, we have built a portfolio of communications businesses and developed them
into a strong and seamless network around the world.

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