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
 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, &
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
5.  Draftfcb Ulka is among the top three agency
groups in India with 53 of its brands as
 FCB- Ulka made a smooth transition from a
creative hot shop to a large mainstream
 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
 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
 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
 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
 Strategic Planning
 Data Strategy and Analytics
9.  Experiential Event/Sponsorship
 Media Planning and Buying
 Direct-to-Consumer Healthcare
 Professional Healthcare Communications
10.  Drives every aspect of their structure, culture and
 No time to waste, no way to separate creativity
 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
 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
 Assumptions are challenged.
 Hypotheses are explored.
 And success metrics for the bsiness
challenges are agreed upon.
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
 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
 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
 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
 "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-
 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
 Account lost: S C Johnson (Global
21.  Media ABBY 2012-Silver-Youth Marketing Coca
 Media ABBY 2012-Bronze-Best Use of Sponsorships
 Media ABBY 2012-Silver-Best Use of
 Media ABBY 2011-Silver-Best Use of Branded Content
Nestle Kit Kat2011
 Olive Crown Awards 2011-Silver-‘Out of Home’ Zee
 Gold Emvie ’10-Gold-RAM Award For The Radio
Innovation Tata Docomo2010
 Gold Emvie ’10-Gold-Best Media Innovation – Radio
 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