Topic:

Subject:-

Assignment About Advertising Industry

Integrated Marketing Communication

Group Members

Roll no

Dhameliya Mayur

16

Goriya Hiren

25

Goti Dhiren

29

Jivani Dhaval

36

Kukadiya Gunjan

46

Sumbmitted to:-

Kruti Patel

WORLD TOP 5 ADVERTISING INDUSTRY

(http://www.adbrands.net/top_advertising_agencies_index)

1. Y & R

Young & Rubicam Brands is the umbrella for a collection of marketing

services providers led by advertising agency Y&R and direct marketer
Wunderman. It has been a wholly owned subsidiary of WPP since 2000,
but continues to operate as a largely self-contained group. However,
despite strong performance by some of its individual agencies, Y&R's
notional independence was compromised in the mid 2000s by patchy
overall performance. An overhaul of management was unable to prevent
the loss of a number of major accounts between 2002 and 2005.
Performance stabilised following the appointment of new global CEO
Peter Stringham in 2007, but the main Y&R Advertising business has
continued to lose precedence within the group to faster-growing
stablemate Wunderman.

2.McCann Erickson | McCann Worldgroup (US)

McCann Erickson - or just plain McCann as it is increasingly betterknown - still claims to be the biggest worldwide agency network by
global footprint. The loss of the prestigious Coke Classic account in

several important markets was a severe blow. A change of CEO at the

end of 2012 appears to have given new impetus to the agency in recent
months.

3. Dentsu (Japan)

No advertising agency dominates its home market as comprehensively as

Dentsu, which controls around 30% of all mass media advertising in
Japan and has a staggering portfolio of more than 6,000 clients. Despite
the best efforts of its competitors to erode its dominance, it remains
almost twice as big as its closest domestic rival However, the benefits of
that partnership were limited, and it was terminated amicably in 2012.

4. DDB advertising

DDB Worldwide is one of the three main advertising networks within

the Omnicom marketing services group, and it maintains a close
working relationship within the group with marketing services networks
Rapp and Interbrand.. Its principal founder Bill Bernbach is generally
considered to be the single most influential creative force of the post-war
era, responsible for introducing wry, ironic humour and striking imageled campaigns into advertising for the first time. More recently, though,
the network has wrestled with weaker performance at key outposts in the
US and UK, especially on smaller regional accounts, and the main
advertising agency has to some extent become overshadowed by its
digital subsidiary Tribal DDB.

5. BBDO Worldwide (US)

BBDO is the biggest of the three main advertising networks in

Omnicom's portfolio. The group has long held a commanding position
as one of the world's most prestigious networks, with around 290 offices
in more than 80 countries. It has ranked for several years as one of the

top two advertising agencies in the US, and its international subsidiaries
- for example the UK's AMV BBDO, Germany's BBDO Gruppe and
Australia's Clemenger BBDO - are also among the leaders in their local
markets. The agency is widely admired for the quality of its creative
work, and regularly features among the winners in advertising festivals
around the globe. In fact the network as a whole has been the most
awarded worldwide every year for the past seven years in a row.
Between 1920 and the late 1940s, the guiding light for what was then
Batten Barton Durstine & Osborn, was Bruce Barton, widely considered
to be one of the greatest admen of his era.

INDIA TOP 10 ADVERTISING INDUSTRY

(www.matchboxindia.com/blog/TOP-10-ADVERTISING-AGENCY-ININDIA-2013.)
1. Ogilvy and Mather

Miles Young

Born

UK

Residence

Hong Kong

Nationality

British

Occupation

CEO of Ogilvy &

Mather

(www.ogilvy.com) With its presence in over 100 countries, Ogilvy is

one of the top advertising agency in the world. Its Indian operations
are headed by Mr. Piyush Pandey. Ogilvy & Mather has given life to
India's most successful and renowned brands such as hutch
(Vodafone), Cadbury, Asian Paints and Fevicol.

2. Mudra Communications

Born on the 28th of April, 1942 in Vinukonda, in the southern state of

Andhra Pradesh, Mr. Krishnamurthy graduated in History at the
Andhra University. In 1968 he joined the Calico Mills, a big textile
name in the 60s and 70s, to assist Smt. Giraben Sarabhai. In 1972, he
moved to their Advertising Agency, Shilpi Advertising as an Account
Executive. He then joined Reliance Industries in 1976 as their
Advertising Manager. Four years later, on the 25th of March, 1980, he
founded Mudra Communications.
(www.mudra.com) Headquatered in India, Mudra communications is
one of the top advertising agencies in India 2013. Giving tough
competition to others, it holds the account of renowned brands like
McDonalds, Tourism Australia, Colgate and PolicyBazaar.com.

3. JWT

James Walter Thompson

James Walter Thompson was the namesake of the JWT advertising
agency and a pioneer of many advertising techniques.
Born: October 28, 1847, United States of America
Died: October 16, 1928
(www.jwt.com) With its six offices in various cities of india, JWT is next
in the queue. It has bagged in many awards at cannes india festival.It is
behind many famous ad campaigns like Listerine, Good night, and Teach
for India.
4. McCann Erickson India (www.mccann.com)

(born 16 September 1971) is an Indian film lyricist, screenwriter and

advertising guru and copywriter.[1] He has won the Filmfare Best
Lyricist Award three times, twice consecutively: in 2007 and 2008 and
again in 2014 for Bhaag Milkha Bhaag. Prasoon has also received the
National Film Award for Best Lyrics twice, once for his work in Taare
Zameen Par (2007), and Chittagong (2013) Headed by Prasoon Joshi,
a revered ad personality in India, McCann Erickson is an award
winning global advertising company. Its holds the account of some
famous brands like MasterCard, Coca Cola, and Greenlam Laminates.
6. Lowe Lintas (www.lowelintas.in)

He started his career with Mudra at the age of 23. His passion had always
been film making; after college, he even applied to the Madras Film
Institute to do a course in direction. However, he did not like the panel
that interviewed him, so he walked out. After this, he got into the
Masters in Computer Application (MCA) course in a college directly
opposite the film institute. He always liked computers, so he thought that
he could do well in this course. After studying there for three years, he
was thrown out in the last year because of lack of attendance. According
to him, this was mainly because he played a lot of cricket and watched a
lot of movies Lowe Lintas is among the most trusted brands in the
country. Its headquarter is in Mumbai along with various offices all over

India. Lowe Lintas is responsible for ad campaigns like Idea, ICICI

Prudential and Tata Tea.
7. Leo Burnett (leoburnett.co.in)

Leo Burnett was born in St. Johns, Michigan, on October 21, 1891 to
Noble and Rose Clark Burnett. Noble ran a dry goods store and as a
young man, Burnett worked with his father, watching Noble as he
designed ads for the business.After high school, Leo went on to study
journalism at the University of Michigan and received his Bachelor's
degree in 1914.
His first job was as a reporter for the Journal Star Peoria in Peoria,
Illinois. In 1917, Leo moved to Detroit and was hired to edit an in-house
publication for Cadillac Clearing House, later becoming an advertising
director for the same institution.At Cadillac, Leo met his advertising
mentor, Theodore F. MacManus, whom Leo called "one of the great
advertising men of all time." MacManus ran the agency that handled
Cadillac's advertising.

The creative team of Leo Burnett India Pvt. Ltd. has, successfully
offered consumers with powerful brand experiences using ads like
McDonald's, Heinz, Complan, Bajaj, HDFC and samsung to name a
few.Its Indian operations are headed by Arvind Sharma and the company
has offices in Gurgaon.
7. Matchboxindia (www.matchboxindia.com) Matchboxindia is
growing to be the top advertising agency in India 2013. It is headed by
J. B. Sahu. It is well known for its Event Management, Printing Services, Digital Advertising, and Creative ad creation, Ad promotion
in central India. it deals with well known brands.
8. Dentsu India

Tadashi Ishii (President and CEO of Dentsu Group) announced last week that the
Dentsu Group was bound to establish a new company, called Promo Tec Pte. Ltd,
which will be headquartered in Singapore and focus on sales and promo services.
The

new

Dentsu

agency

will

start

operations

in

January

2012.

In the booming Chinese market, the Dentsu Group has already implemented a
fully integrated communication portfolio of services including the sales promotion
domain.
Promo Tec will play a pivotal role within the sales promotion field in the rest of
Asia and establish subsidiary companies throughout this region, creating an Asiawide

network

that

will

provide

fully

integrated

services.

The launch of Promo Tec Pte. Ltd will help accelerating Dentsu Groups growth

strategy in Asia as well as meeting the increasing client needs in the sales and
promotion domain within the region.

(www.dentsu.in) Dentsu is a Tokyo based advertising agency. It has a

number of wholly owned subsidiaries in India, including Dentsu
Marcom, Dentsu Creative Impact, Dentsu Media and Dentsu
Communications. Its subsidiary also include one of the budding
advertising agency i. e. Taproot India.
9.Contract(www.contractindia.co.in)

Contract Advertising India Ltd. is successful in delivering great results

to its high-profile clientele including Tata Indicom, Religare, Asian
Paints, Domino's Pizza, SpiceJet, Samonsite and American Tourister.It
is headed by Jagdip Bakshi.

10.RediffusionDY&R

(www.rediffusiondyandr.com)

Rajappa has been in the advertising industry for 24 years. He has spent
around 17 years at Rediffusion, including four at its second agency,
Everest.
He began his career in 1988 with McCann Erickson, New Delhi and
moved on to Interact Vision, before joining Rediffusion-Y&R in 1994.
Rajappa has managed some of the agency's prestigious clientele,
including Airtel and GPI, among others.
In 2003, he assumed the role of CEO, Rediffusion-Y&R Sri Lanka,
after which he moved to Everest as president.
Rediffusion is India's 5th largest advertising company.It focuses
primarily on integrated PR services and media relations. Its has set a
benchmark in the field of creativity.

ADVERTISING INDUSTRY ANALYSIS

(www.theglobaljournals.com/ijar/file.php?val=May_2014)
The Advertising Industry is divided into two types of marketing services
companies: large international ad agency groups and other domestic-focused
entities. While the two types are quite different, they share a few characteristics.
All of them help clients sell products or services using one or more media of
communications. As the industry serves the entire private sector in the United
States, its revenue and earnings follow economic cycles to some extent.
Advertising outlay is typically a lagging or late-cycle indicator, falling after the
start of a downturn and recovering after the beginning of an upturn.
Marketing through traditional media (newspapers, magazines, radio, television)
is a mature activity in the U.S., and spending usually increases around 4% in an
average year. Expenditures through newer media, the Internet for example, have
grown much faster as clients shift ad outlays away from older methods. But, in
time, each new medium eventually matures, prompting ad execs to seek other
emerging channels.
Main media outlets that led to substantial changes in advertising production in
the fifty year period between 1955 and 2005. These were:
The establishment of commercial television and radio services which
allowed multi-sensory, domestically orientated campaigns.
The use of interactive, electronic media such as mobile phones, digital
television and the internet to produce more interactive and easily targeted
campaigns.

modern advertising has evolved and adapted over the past fifty years to ensure
that it continues to fulfil its function in the most effective way. As long as we

continue to live in a society based on competition and profitability, advertising

will remain a natural by-product (Nevett, 1982: 2). The introduction of new
advertising media has had a distinct effect on the techniques used in commercial
texts and the relationship between brand and consumer. The demands of the
consumer and therefore the audience are a key factor in the content of
commercial material.

GROWTH OF ADVERTISING INDUSTRY IN INDIA

The Indian Media & Entertainment (M&E) industry is the fastest growing
industry followed by China (14 per cent), Russia (12 per cent) and Brazil (11
per cent) as is projected to grow at 17 per cent compounded annual growth rate
(CAGR) between 2012 and 2016. Its various segments -film; television,
animation, print and Out-of-home advertising (OOH) among others-have
witnessed remarkable growth in the past few years.

Tssssshe Indian M&E industry is expected to continue its strong growth

momentum over 2012-2017 to reach an overall revenue of 2,245 billion INR at
a CAGR of about 18%. Television, the largest E&M sector, is expected to grow
at about 18% CAGR over 2012-2017, driven by growth in subscription payment
and advertising revenues. The entire M&E landscape is witnessing a shift;
thanks to cable digitization, wireless broadband penetration, increasing directto-home (DTH) penetration, digitization of film distribution and growing
internet usage. Overall, the industry is expected to register a Compounded
Annual Growth Rate (CAGR) of 15 percent to touch Rs 1,45,70 core in 2016.