Draftfbc ulka Ad Agency
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Draftfbc ulka Ad Agency Presentation Transcript

  • 1. DRAFTFCB +ULKA BY SNEHAL OBHAN(20)
  • 2.  Was First locally-owned ad agency in India.  Set up by the late Bal Mundkur and his wife, Ann, on February 1, 1961.  Seven people comprised the first team, including R K Joshi, the father of modern typography in India.  FCB-Ulka can trace its lineage in India to Ulka Advertising, which was founded in 1961.
  • 3.  Draftfcb is one of the largest global advertising agency networks.  FCB was the world's third oldest advertising agency.  It is owned by Interpublic group and was formed by the 2006 merger of Foote, Cone & Belding (FCB) and Draft.  merger of the two agencies, the origins of Draftfcb with the opening of Lord & Thomas ad agency, which later became Foote, Cone, & Belding.
  • 4.  In February 1997, Foote Cone & Belding (FCB) acquired a 51 per cent stake in Ulka.  it was renamed FCB Ulka.  In 2007, Draft Worldwide and FCB merged globally to form DraftFCB.  Soon after, DraftFCB acquired the remaining stake and the name changed to Draftfcb Ulka.  Draftfcb Ulka is a part of Draftfcb Worldwide  the first global, fully integrated marketing communication agency for the digital age to operate against a single P&L without any silos.
  • 5.  Draftfcb Ulka is among the top three agency groups in India with 53 of its brands as category leaders.  FCB- Ulka made a smooth transition from a creative hot shop to a large mainstream agency.  one of the top three advertising agencies in the USA .  Ranks number 10 in the world with 188 offices in 102 countries
  • 6.  Brands built from scratch and nurtured over 25 years.  FCB-Ulka is seen as a turnaround specialist.  40% of our business comes from clients who have trusted them for over two decades.  service multiple agency accounts, they are the lead agency.  An agency that does brand building and more.  fourth largest advertising, communications and brand consultancy group in India, with an annual realization of close to Rs. 700 crore.
  • 7.  Draftfcb is a global network of 150 offices in 90 countries with 9,000 employees.  Main hubs are in the most important and fastest-growing markets  Includes Chicago, New York, London, Hamburg, Madrid, Sao Paulo, Johannesburg, Mumbai, Shanghai and Dubai.  Draftfcb is wholly owned by the Interpublic Group of Companies.
  • 8.  Advertising  Branding  Strategic Planning  Data Strategy and Analytics  Digital  Direct  CRM
  • 9.  Experiential Event/Sponsorship  Media Planning and Buying  Multicultural  Retail  Promotion  Direct-to-Consumer Healthcare Communications  Professional Healthcare Communications  Search
  • 10.  Drives every aspect of their structure, culture and process.  No time to waste, no way to separate creativity from accountability.  All work with a common focus to bring to life the 6.5 Seconds That Matter with ideas that make consumers lean in  And engage with their clients' brands, ultimately providing version of R.O.I.—a Return on IdeasSM.  measure of success in terms of how they change the decision-making process in favor of clients in three key areas: Consumer Attitudes, Brand Metrics  most importantly, Sales.
  • 11.  6.5 Seconds That Matters is litmus test for generating great work.  Process that welds together creating and accountability to produce ideas that deliver a return, all within a short window of time.
  • 12.  commitment to create advertising that works in the market place.  Advertising that is noticeable.  Advertising that is relevant to the potential buyer, not necessarily the seller.  Advertising that reflects the brands needs and not the agency’s personality.
  • 13.  Starts with a meeting to set up a clients business contest.  Assumptions are challenged.  Hypotheses are explored.  And success metrics for the bsiness challenges are agreed upon.
  • 14.  TATA  LIC  WIPRO LTD  ITC FOODS  ITC LTD  AMUL  HCL CORPORATION LTD  ABBOT  AIR INDIA  BAUSH &LOMB EYE CARE  ZEE ENTERTEINMENT ENTERPRISES LTD  KANSAI NEROLAC
  • 15.  Brands that were non-existent when FCB Ulka was assigned the business, but are today case studies in marketing and advertising.  Santoor toilet soap, where research and focussed advertising saw sales grow four- fold against stiff competition from Levers and P&G brands.  Indica V2, which took on the mighty Maruti and Hyundai to firmly establish itself as the leader in its class.
  • 16.  Naukri.com was doing a study to understand its consumers better.  Ulka came up with an interesting strategic suggestion that the brand ought to launch an offering that is like a 'privilege card' for its premium consumers.  This was based on the insight that many job seekers in the premium segment weren't sure whether Naukri.com really had much to offer to them  It led to the launch of Naukri Premium, a part of the portal that caters specifically to the premium segment of job seekers, that is, people looking for jobs that offer above Rs 15 lakh CTC.
  • 17.  For Manish Kalra, head, marketing, Makemytrip.com, it is the fact that Ulka's senior leadership comes up with a lot of business-related solutions that sets them apart.  "They understand the business problem first, see what the marketing objective is, and then get into a 'solution-approach'.  This is different from any other agency I have worked with in the past,"
  • 18.  Zee values Ulka's research-led inputs and insights that help the channel churn out frequent on-air as well as off-air promos and communication.  ZEE applauds Ulka's contribution that led to differentiated communication for Zee's recent re- branding.  As well as for the shows Betiyann (in 2006-07) and more recently Punar Vivah.  "Ulka is also our strategy agency.  They do a lot of 'Consumer Speak' with us  Ulka has played a sizeable role in helping Zee understand how consumers across different population strata are changing over the years.
  • 19.  Kmart switched its $740 million account from Grey New York to Draftfcb Chicago without a pitch in April 2007.  Kmart's chief marketing officer, Bill Stewart said: "Grey has been a good partner over the years, but we feel Draftfcb is uniquely qualified to assist our needs right now."
  • 20.  Account won: ICICI Credit Cards, Hero Moto Scooters, SnapDeal.com, Nerolac Paints, Unza Enchanteur, Paragon Bags, Shiksha.com and Ambience Mall  Account lost: S C Johnson (Global realignment)
  • 21.  Media ABBY 2012-Silver-Youth Marketing Coca Cola2012  Media ABBY 2012-Bronze-Best Use of Sponsorships Thums Up2012  Media ABBY 2012-Silver-Best Use of SponsorshipsAmul2012  Media ABBY 2011-Silver-Best Use of Branded Content Nestle Kit Kat2011  Olive Crown Awards 2011-Silver-‘Out of Home’ Zee Entertainment2011  Gold Emvie ’10-Gold-RAM Award For The Radio Innovation Tata Docomo2010  Gold Emvie ’10-Gold-Best Media Innovation – Radio Tata Docomo2010  Gold Emvie ’10-Gold-Best Media Strategy- Services TATA DOCOMO - CREATE!2010  Gold Emvie ’10-Gold-Best Media Strategy- Consumer Garnier Light Eye Roll On2010
  • 22. THANK YOU