Introduction to Grey advertising Bangladesh ltd.

global
group Inc, USA:

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 6thlargest marketing &
advertising company with the following concerns under its belt:

i. Grey advertising Bangladesh ltd. world wide- mass advertising.

ii. Media Com- media buying & planning.

iii. Grey advertising Bangladesh Ltd. direct- direct marketing.

iv. GCI – public relation.

v. APCO World Wide- public affairs.

vi. Grey advertising Bangladesh Ltd. health care group- health

care marketing

vii. G2- brand identity & promotion.

viii. Grey advertising Bangladesh Ltd. interactive- interactive

communication.

ix. J. Brown/ LMC group – co-marketing /local marketing

x. Beyond Interactive – interactive communication

xi. G-Whiz entertainment –youth & entertainment marketing.

xii. Grey advertising Bangladesh Ltd. alliance-entertainment

partnership.

xiii. Wing Latino group – Hispanic marketing.

xiv. Visual Communication group- multimedia communications.

xv. Ericsson Fina – beauty, fashion and image.

i) 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.

ii) Media Com:

Media Com with offices in 80 countries is one of the world’s

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 today’s chaotic media
marketplace.

iii) 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 direct marketing support (for the
digital world); database optimization & implementation; and
aggressive sourcing and print production management.

iv) GCI:
GCI is one of the world’s 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.

v) Grey advertising Bangladesh ltd. healthcare group:

Grey advertising Bangladesh ltd. Healthcare group is one of the

world’s 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.

vi) 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.

vii) APCO:

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 APCO
has been recognized by the industry as Agency of the year in the
field of Issue Communications.

viii) Grey advertising Bangladesh ltd. interactive:

Grey advertising Bangladesh ltd. interactive is one of the world’s

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.

ix) Beyond Interactive:

Beyond interactive is a full- service interactive marketing agency

specializing in customer acquisition and customer retention.
Beyond interactive focuses on increasing its client’s 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.
x) 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.
xi) 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
today’s consumer, it offers advertising and media services:
Internet & interactive content; promotion; consulting & brand
planning for Kid-oriented entertainment – related products and
services.
xii) 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.
xiii) 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.
xiv) 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.
xv) 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.
xvi) 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.

Overview of Grey Advertising Bangladesh Ltd.

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 it’s’ 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. The most
phenomenal clients of Grey Worldwide Bangladesh are:
 Nissan
 Tetra pak
 Rackitt Benckiser
 Citycell
 British American Tobacco Bangladesh (Gold Leaf, Benson &
Hedges, Dunhill)
 Sunfill
 GSK
 Pantene
 Prime Bank
 Dhaka Bank
  Aarong
 Apex
 Rahimafrooz
 Virgin
 Apollo Hospitals Dhaka
 Otobi
 Emirates Airlines
 Intraco (CNG Conversion)
 American Chef
 Cats Eye.

Why Grey:
 Because we are not about ‘smart ads’
 Because we keep asking ourselves – where will our brands be
5yrs form now
 Because we believe that building brands need sound strategies
over time
 Because we feel our brands need to make an emotional connect
with our consumers
 Because we are convinced that strong Brand preference will
result in Strong Business results
 Because at Grey we do not see ourselves as your Advertising
agency; we see ourselves as your Strategic partners
 We provide accountability

A Total Communications Company

Grey Organogram:

Problem:

Grey Worldwide Bangladesh Ltd. has no proper AOR to manage

their client’s and their own data. Although they have a manual
AOR system (Which includes of some Reg. Book, and some little
AOR built with MS Excel, Excess), but these are made for some
particular works. Like media section have build their own software
with MS-Excel to maintain their jobs. And account department
has developed their own software with MS-Excel.

But their hole job are done both in manually and computerized
AOR to accomplish their jobs. For doing so they need some data
from the media / service department, which they collect from other
manually and again re-entered them in their own department AOR
system. Again media department may need some data from the
service department, which they collect in the same manner. And
all these are time consuming matter.

In such case to submit a bill or place a press order on a

Newspaper they need a huge time than it could have done in
proper AOR system, and most of the time it creates an error in
doing so. And most of the time employee of each department has
to move to other department to acquire their needed data, which
is a time consuming matter.

And doing so they often fell rush, because most of the time they
went for is busy with other job, so he has no time to find out his/
her document. And thus this person has to wait when he needed
that immediately. But if they have a proper AOR system within
their office then they needs not to wait or, need not to hesitate.

Grey Worldwide Bangladesh Ltd. has to manage their client’s and

their own database. And we may call it as Grey Worldwide
Bangladesh Ltd. Information System.

The Grey Worldwide Bangladesh Ltd. Information System has to

generate their weekly/monthly/annual job reports. And moreover
they have to deals with the information very frequently.

They need to deal with it in their all steeps within the whole
information system (they need it in Order place/ Job distribution/
Worksheet/ job forwarding, etc).

Some times they might need to recheck/ look at their listed client’s
previous data (even of a particular category of job), for any new
order/ events/ jobs. As the world has become computerized so
now a day, it is very necessary for the Grey Worldwide
Bangladesh Ltd. to make itself computerized to compete in the
modern days. Moreover the delay processing sometimes makes
their job hard.
As the all the data entry and procedure are made manually, so it
is too hard for the agency to get feedback from their archive /
database of their clients/ past job events.

So, if the all system is computerized in proper way, then it will be

easier for them to make any swift decision/ get feedback from the
past data and moreover here only the authorized person can log-
in, so if any illegal activities happened then we could identify
them, and thus there is no chance for any corruption/ illegal use of
their data within their database. The main ideal points of the
problem can be represented as bellows:
 It cost them a huge time to brows any data.
 Make their job stiffer.
 They lost their valuable data.
 Give no security to their valuable data.
 Make them feel uncomfortable while working with the archive/
data.

Grey matter and proof there of:

About Us
 Grey Bangladesh is one among the 91 countries
in which Grey Worldwide is present
 Grey Worldwide is part of Grey Global Group – the 7th largest
agency group in the world

Our Vision:

To be a global integrated communications company, creating and

enhancing
Brand Value for our clients

Grey Bangladesh
 Advantage of an equity partner: not a mere affiliate
  Learning’s from and access to global network for everybody in
the branch – across disciplines;
– e.g. Grey London’s direct involvement with work on BAT;
Network co-ordination on P&G
 Full service operation for the past seven years

The company we keep

Client Brand/Activity

British American Tobacco angladesh John Player Gold Leaf, Scissors, CorporateCentral
Media Buying

Procter & Gamble Pantene, Pringles, ClairolCentral Media Buying

GSK Consumer HealthcareGlaxo Wellcome Horlicks, Maltova, BoostGSK Vaccination

Bangladesh

Lafarge Surma Cement Lafarge Cement

Novartis Gerber

Osotspa Shark energy drink

Apex Footwear Ltd Apex shoes

Sirius Broadband Ltd Wirefree Broadband

Rahimafrooz Batteries Ltd. Lucas, Volta, Corporate

Dhaka Bank Dhaka Bank corporate, credit cards, Financial

 products

Transcom Electronics Philips Lighting, Corporate

Siemens Bangladesh Corporate

Table- Keeping Company.

Our strength in: Creative

 Probably the most ‘noticed’ of creative output in Bangladesh
 Have constantly managed to beat the clutter
 Rooted in focused strategy

Mission & Vision:

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. The mission is:

“We will create leading brand ideas: ideas that resonate in

people’s minds and hearts and create brand preference”.

Vision:

“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.
i) Who Are We?
ii) What Makes Grey Global Group Different?

Grey Global Group is a global marketing communications

company with a difference.

Our growth is guided by two key principles:

l 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.

l 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.

Picture – 0.1. Global Network

Focusing on Grey Bangladesh Ltd. Outdoor and programs.

Maximum MNCs Worldwide

Multinational Accounts Handled

($5 million and over : 5 countries or more)

GREY 90

McCann – Erickson 71

Ogilvy & Mather 58

Saatchi & Saatchi 42

BBDO 40

FCD Publicis 38

Young & Rubicam 38

J. Walter Thompson 37

DDB Needham 36
DMB & B 36

Grey Advertising Bangladesh Ltd Asia Pacific

 20 Countries
 35 Cities
 71 Offices
 1,900 Employees

Grey Advertising Bangladesh Ltd: an Introduction.

“Go where your clients go” the reason for starting Grey
Advertising Bangladesh Ltd Started off with BAT Bangladesh;
have grown since Only direct agency branch; non-affiliate
Partnership with Apex Tannery Group.

Grey Advertising Bangladesh Ltd: An Introduction

The network works: access to learning, specialist services from all

offices Regular updates, international training and sharing of
intellectual capital Experience of professionals who have worked
in competitive markets on diverse portfolios Grey Advertising
Bangladesh Ltd Growth from within 1996 – 90% business BAT.

l 2003 – 40% business sourcing new opportunities – new ideas.

The industry benchmark

Bangladesh: Our Clients

Client Brand/Activity

British American Tobacco Bangladesh John Player Gold Leaf, Benson & Hedges,
Scissors, CorporateCentral Media Planning &
Buying
Procter & Gamble Pantene, PringlesCentral Media Planning &
Buying

Glaxo SmithKline Consumer Healthcare Horlicks, Maltova,Viva, BoostCentral Media

Planning & Buying

Glaxo SmithKline Pharma Pharmaceuticals, Corporate

CocaCola Far East Ltd. Kinley, Sunfill

Reckitt Benckiser Central Media Planning & Buying

Novartis Megion, Gerber

Apex Group Gallerie Apex

Dhaka Bank Dhaka Bank, Corporate

Pacific Bangladesh Telecom Ltd. CityCell, Corporate

Pacific Bangladesh Motors Ltd. Nissan, Corporate

BRAC (Bangladesh Rural Advancement Aarong

Corporation)

BCCP (Bangladesh Centre for Communication New win !!

Programs)

Space reserved for : Emirates

 Table – 0.3. Grey Bangladesh Ltd. Client’s

Market perception:

Probably the most ‘noticed’ of creative output in Bangladesh

Pioneering efforts, have constantly managed to beat the clutter
Rooted in focused strategy.

Why Grey?
 Because we are not about ‘Smart Ads’
 Because we keep asking ourselves – where will our brands be
5yrs from now
 Because we believe that building brands need sound strategies
over time
 Because we feel our brands need to make an emotional connect
with our consumers
 Because we are convinced that strong Brand Preference will
result in Strong Business results

Why Grey?
 Because at Grey Advertising Bangladesh Ltd. we do not see
ourselves as your Advertising agency; we see ourselves as your
Strategic Partners
 We provide accountability

Media challenges in Bangladesh:

 Lack of syndicated/available media data & tools
 No Audit of Newspaper circulation
 No comprehensive TV planning software
 Lack of data authenticity
 Lack of skilled human resources in the Advertising/Media field
  In most cases clients depend on the gut feel of their agencies for
placement of their advertising in the absence of a metric for
evaluation

How we address these challenges

 Grey Advertising Bangladesh Ltd initiates research for the
benefit of their clients.

eg: No Bureau of circulation data available;

Hence Grey Advertising Bangladesh Ltd validates the claimed

circulation with data from the Newspaper Hawker‘s Union.

eg: Dip-stick researches and FGDs are conducted by us on our

own, whenever we need the consumer‘s opinion
 Also Grey Advertising Bangladesh Ltd resorts to proprietary tools
(sole licensee) for the benefit of their clients like Press
Evaluation Model (PEM) & subscribing to the only available
TRPs reported (STRIP)
 We use the India learnings for clients who are also present in our
neighbouring country – TelAppeal, MagAppeal, IMPRINT,etc
 Grey Advertising Bangladesh Ltdencouraged the setting up of an
independent TV spot monitoring agency – AdmonitorGrey
Advertising Bangladesh Ltdalso brought in internationally popular
media concepts like ‘Recency Planning‘, ‘Frequency
Planning‘ to the clients

Our strength in: Media.

One of the largest buyers of media space in Bangladesh

-Largest buyer of Print space

-2nd largest buyer of TV airtime

-Largest buyer of Outdoor space

Handling 4 out of the 6 AORs in the country:
 Agency of Record for BAT, P&G, RB, GSK
 Excellent rapport with media houses: beyond media clout

Case studies of pioneering solutions

GSK:

Guiding an indifferent nation to ‘Vaccination’

Picture – Case studies of pioneering solutions

Recognition:

Awarded the Asia Pacific MLP Pearl Award by GSK Awarded the
World Creative Pearl Awards later last year in Toronto

Virgin:

Youth appeal like never before!

Grey Advertising Bangladesh Ltd. advertising Bangladesh Ltd. is

a collaborative community of intellect and talent. It believes that
its currency is ideas and it thrives on imagination, passion and
leadership. It also believes in following things:

Strategy Inspires: A complete set of strategy if focused in a

single object; it will unleash creativity of the whole organization.

Talent Defies Gravity: More than anything else the talent will
thrive. It is the top priority in all Grey Advertising Bangladesh Ltd.
advertising Bangladesh Ltd. Global companies as well as in all its
partner companies. Talent will be rewarded above everything.

Reach: Company’s growth and development will benefit each

and everyone.

Change: Change will happen. It is inevitable and irresistible.

Goal Statement:

To be great global company, creating and enhancing Brand value

to its clients.

Grey Advertising Bangladesh Ltd Current Scenario about

income

Grey Advertising Bangladesh

Ltd.

 Agency Health
 Financial Snapshot

Agency Health:
 Perception wise – still the leader
 Diverse mix of experience and youth – all home grown
 Issue is lack of quality resources
 To move to the next level – focus on training/exposure
Growth in Gross & Operating Income:

The trend line shows the growth in the Operating income

Market Opportunities:
 Clients moving out of monopolistic mindsets especially local
players
 The trend was to have in-house capabilities
 However lack of resources / changing competitive framework is
forcing them to look anew
 Emerging categories’- Insurance/ Telecom/Retail
 Specialization – Integrated offerings
 Change the paradigm again

Overall Gray Advertising Bangladesh Ltd.

Agency the communication specialist.

a) The client brief:

 Generally a marketing problem
 Launch a new product?
 Change the image of the company?
  Fend off competitors?
 Defend market-share?

Put simply, the marketing objective.

b) Interpretation/Analysis:

The advertising Strategy

c) The Planning Cycle:

1. Where are we?
2. Whey are we there?
3. Where do we want to be?
4. How do we get there?
5. Are we getting there?

1. Where are we?

 The Market
 The Brand
 The Competition
 The Consumer
 The Trade

2. Why are we there?

 Factors responsible for brand’s current position
 The Marketing Environment
 Competitive activities
 Analysis and judgment of data acquired
 SWOT analysis

3. Where do you want to be?

Arriving at the most realistic

– Brand objectives

– Brand positioning

– Brand personality

4. How do we get there?

The Strategy:

– What changes in the marketing mix could achieve our

objectives?

– What will work best, in terms of?

 Budget
 Role for advertising
 Target group
 Target responses
 Media choice
 Advertising idea

5. Are we getting there?– Is advertising achieving its

objectives?

– Evaluation through Research

Creative Brief: It Is The Most Important Part Of An Agency. It

Includes-

1. Brand Essence

– What is the core value of the brand?

– Should these be enhanced or evolved?

2. Benefit segment
– In which consumer segment does the brand compete?

– Which are the other brands in this segment?

3. Target consumer

– Who are we talking to?

4. Current perception

– What does consumer currently think & feel about our brand?

5. Advertising Objective

– What role must advertising accomplish?

6. Desired perception

– What do we want our consumer to think & feel about our brand

7. Single minded proposition

– What single benefit should we promise to the consumer?

8. Desired Response

– What is the single thought that consumers need to take away

form the advertising to enhance their perceived value of the
brand and/or stimulate action?

9. The Support

– What is the ‘reason why’ the brand will deliver the benefit
promised? Why would the consumer believe it?

10. The Tone & Manner

– What is the personality of the brand?

– What statement of traits should be including in the tone of
advertising?

11. Statutory Requirements

– Are there any statutory / legal requirements or any industry

issues which must be considered?

12. Choice of Media

– What media do you think is most suitable for advertising to

achieve it’s goal?

Spearheading:

The creative ideating process

Media Brief: Actually media brief is noting but following –

 What are we advertising The
Brand
 Where are we advertising The
Market
 What is our competition The
Competition
 What are they doing in media
 Who are we talking to The
Consumer
 Why are we advertising The
Objective
 How do we get there The
strategy
 What is the budget Money
available
 What is the plan period The
activity
 Any other client specific issue
  Buying/Implementation The final
Taker

Spearheading Media Planning

Account Management: It discuses the following –

 Custodian of client’s brand.
 Agency representative to the client but also Brand representative
inside the agency.

ROLE OF ACCOUNT MANAGEMENT

COMMUNICATIN:

Account Management: The management which control and

regularity the whole accounting process. It discuss the
followings –
 Process Control
 People Management
 Account Planning
 Creative Shepherding

Creative: with out and effective and efficient creativity an

advertisement does not show its full faces. So it includes –

Studio:

Scamp layout, artwork, master print, half tone, line art work, still
photography, are the important elements of studio. These are
shortly discus bellow –
 Scamp/Scribble : Rough/graphic rendition of an advertising
idea
 Layout:

– A blueprint for the finished ad.

– An arrangement of all creative elements e.g. visual,
copy, logo, type etc.
 Artwork

– final preparation of the advertising unit

 Master/position print
 Half tone /Quarter tone
 Line Artwork / Illustration/PTS/Hand lettering
 Still photography/ negatives/ Transparencies

Production:
 Letterpress Printing

– Artwork

– Block making

– Printing
 Silk Screen Printing

– Artwork

– Negatives/Positives for individual colours

– Printing
 Off set printing

– Artwork

– Basic colors

– Scanning

– Positives
– Plates

– Progressive Proofs

– Printing

Media – Functions:
 Media Strategy

– based on media brief given

 Media Planning

– flows from media strategy

 Media Operations

– Agency –Media house interactions

Media – Concepts: there have always been media; and there

must be media, because life cannot go on without them.

i) ABC: Media ABC is designed as an introduction to the

very idea of medium and media as in.

ii) INS: Mildest events become world news because

journalists choose to write about them.

iii) BDI: Instead, listen to the client’s needs and select the
most appropriate technologies required to communicate their
message effectively to their customer.

iv) Reach: Broad reach media is an aware winning

subdivision of studio Magnetic the industry leader in media
duplication, replication and fulfillment.
v) OTS: In this section you will find some new sections which
we hope will aid you in your work with the media, and other new
features will be added son, including an online
membership form, and password retrieval form

vi) Scheduling: Media Scheduling is a quick and simple

solution to create reservations for multimedia materials or assign
room bookings. As a fully integrated, use- friendly solution, Media
Scheduling combines media and equipment management withy
full reporting, complete functionality and bibliographic media
searches, Media Scheduling ensures the complete management
of media center activities.

vii) Material: All video and sound recordings owned by media

Library are listed in its Library Catalog and are searchable by
author, title, subject keyword, subject heading, and a variety of
other of methods. The media Collection is located on the third
level of media library.

viii) Sponsorship/Co-Sponsorship: Gray Bangladesh Ltd

believe they have a very unique program, it lends well for a
variety of have listed a few ideas below.
 Talk Show Interviews and/or Guest Appearances
 Articles and Interviews
 Co-op of Seminars and/or Fingerprinting Clinics
 Sponsor or Co-op Community Anti-Drug Events

Media Branding of their programs and products is available.

ix) Credit Line: Whether you’re looking for sales prospects,

competitive information, company analysis or best practices in
managing your organization, Goliath can help you meet your
business needs.
Audio – Visual: It is the final part of the whole document. It
includes –
 Story board
 Pre-production
 Film Short – Best/35mm
 Post-production

– Edit – Beta/Avid

– Telecine/reverse telecine

Research: It is the analytical part of whole document. Different

test is done under this

Part like-
 Concept Test

– find out most effective concept that ca be sued to develop

advertising idea.
 Pre-Test

– ascertain campaign notice ability, comprehension, and claim

credibility & persuasion level.

 Post-Test

– ascertain spontaneous & prompted recall levels and enquiries &

actual purchase made

 Quantitative Media research

– measurement of campaign expenditure, Reach, Exposures

(OTS)
& frequency

Other methods like U&A study, pseudo product test etc. are also
used by this dept.

1.2.1 Functional Strategy

Operations:

a) Achieve 80% collection of monthly billing on the next month.

b) Offer most customized services for the clients ( like web

site, event management)

c) Increase and exercise more control over the various

production jobs.

d) Pursue clients for job that is not used to be done by the

agency but mutually beneficial ( Like outdoor media buying and
maintenance)

Finance:

a) Increase capital involvement in media which will result in

higher commission margin for the company.

b) Take benefits of early payments wherever permitted.

c) Increase clients’ capital involvement on external or third

party production or other jobs before hand.

Marketing:
a) Increase the awareness and image of the company not only
to the existing client but also other potential clients

b) Cultivate better relationship with the clients beyond the

business relationship.

c) Increase distribution coverage.

HRM:

a) Increase manpower to serve more clients or more jobs for

that matter, if required.

b) Retain employees through motivation and other incentive.

c) Reduce the employee turnover to the highest possible

extent.

d) Train employees- both internally and if possible externally.

e) Plan & Budget for human resource development.

Organizational Structure of Grey Bangladesh Ltd.

Organizational structure of Grey Advertising Bangladesh Ltd.

advertising Bangladesh Ltd. is pretty simple. Since it runs a
relatively small operation in Bangladesh, it does not need to have
some essential departments like films, photography etc that the
other big agencies do have. It has the following five departments.

So