Symbiosis Institute of Media and Communication, Pune

Module Name : Business Fundamentals -Prof. Chandan Chatterjee Assignment Name : Company Analysis Submitted by: Student Name : Ritu Agarwal Roll No: 71 Specialization & section : Advertising (Div:B) Batch: 2011-13

Industry Note: Advertising in India

The Indian advertising industry has grown by leaps and bounds in the recent years. It has come a long way from the simple radio messages to jazzy digital ads. The Indian Ad industry has carved a niche for itself on the global platform by coming up with some of the most brilliant ads in different categories. It is approximately worth at Rs.13,200 crores. The Ad scene in India has gone under a tremendous change in terms of departmentalization such as client servicing, media planning, media buying, creative conceptualization, etc. The consumer spending power at an all time high, the scope for advertising professionals is also growing substantially. Traditional story-telling & brand-experience are now being integrated with new-age media solutions. Now a single agency provides a host of services like content creation, media planning & buying, promotions, implementation, monitoring the effectiveness of the campaigns and everything else that is required to communicate an idea or service to the consumers.

Business Background -

Leo Burnett

Leo Burnett India is a part of the Leo Burnett Worldwide family. On July 6th 1992, one of the leading ad agencies of the world, Leo Burnett acquired Walter Saldhanas & Brendon Pereira's Chaitra Advertising Pvt. Ltd. which was re-christened to Leo Burnett India. The chairman & CEO of LB India is Arvind Sharma who has been the organization for approximately 20 years now. The organization boasts of a very impressive clientele like Coca-Cola, HDFC, Tide, Sony Television, McDonalds & many more. The organization has now transformed into what they call as The Humankind company. The Humankind philosophy is about creating Acts & not Ads. The company aims at finding a brands human purpose & then communicating it in a non-intrusive manner. This philosophy stems from Leo Burnetts original ideology of traditional middle class American values of strength, tradition & comfort & family. The core strength of LB campaigns has been creating a brand value in the minds of the consumers via straightforward honesty.

 The Levers brands spend approximately Rs. 50-60 crores on advertising which is more than any other brand. They have invested extensively in consumer research & brand planning. They have been constantly nominated at the prestigious Cannes for their outstanding work in the field of advertising & were no.2 at Abbies 2010.

How an agency conceives an idea - David Armano

Basic Organizational structure of an Ad Agency

Board of Directors Managing Director Client Service Director( Account Services/Manag ement)

Secretarial /Legal

Finance/Ac counts

Creative Director(Creative Department)

Personnel
Copywriter Art Director Account Executives

Account Planner/Dire ctor Account Supervisor

Top Management
Arvind Sharma Chairman & CEO Nitish Sharma Managing Director Suvadip Ghosh Mazumdar Vice President KV Sridhar National Creative Director Sambhit Mohanty Creative Director Surya Narayan Brand Director Vikas Mehta - Brand Director

Key Clients of Leo Burnett India

Consumer

Governm ent

Shareholders

Employees

General Public

Competitors

Suppliers Legal/Co urt Financial Institutions

What makes them different from other agencies

o Leo Burnett India is on the constant pursuit of the next best way of getting things done. o They focus on the humane perspective of brands which would provide people what they believe they need in life. o They believe in sharing knowledge through advanced research methods & using it for the betterment of humankind. o Various research about the common people were conducted like Changing India Under 35s in urban India Mobile Phone deprivation study Miss Understood: Advertising for women In-habitat: Women in local trains o These studies have helped the company get a better insight into the target audiences mind which in turn helped them provide better creative solutions.

Recent Accolades
Cannes awards 2010 :

Silver (Press) for Tide Silver (Radio craft) for Bajaj Bronze (Best use of magazine) for Tide Adfest award in press, radio & TVC. NYF awards 2010 in guerilla, outdoor & best use of magazine. Media Spikes award 2010 in press, radio, outdoor & copywriting.

References
Leoburnett.co.in Exchange4media.com Linkedin.com Wikipedia Afaqs.com