1. Project on Agency Management
by
Krithika Ravi
TYBMM (Advertisement)
Roll no.- 11
2. The beginning
Basis date : 1935
Headquarters : USA, Chicago
Offices : 78 companies, 230
countries,9000 employees.
Revenue :1.6 $ billion
Clients : Coca Cola, McDonald’s, Nintendo
3. Leo Burnett India
Leo Burnett India came into existence as Chaitra
Advertising Private Ltd. in 197 2
Leo Burnett
The affiliation with the Leo Burnett network first
began on 1987; theProject on agency was changed
name of the
to Chaitra Leo Burnett Private Ltd.
Agency Management
Today Leo Burnett India is one of the top 1 0 agencies
By Krithika Ravi
in India and operates through 328 advertising
TYBMM (Advt.) - 11
professionals in 4 strong offices across the country-
Mumbai, Delhi, Kolkata and Bangalore.
4. They believe in…
ﻼBuilding Brand Believers – Target people to become
brand loyal and believe in their brand.
ﻼAn ideas culture – They encourage fresh ideas and
clutter-breaking advertisements.
ﻼBuilding an intense bond – They build emotional
experience around the brand proposition.
7. Leo Burnett & McDonald’s
Functions of the departments
and case studies of
McDonalds.
8. Client Brief by McDonald’s
“Like the dollar menu in America, the Happy
Price Menu is part of our everyday affordable
platform and has worked very well in India.
You know how the world is: everyone’s
looking for something fresh, exciting and
insightful, and that’s why refresh the creative
advertisements every year to grab more
attention of new targeted audiences. The ads
should be fun-loving and colorful”.
9. Client Service
• The client service/ account executive is the link between
the ad agency and its clients.
• The account executive is mainly responsible to gain
knowledge about the client’s business, profit goals,
marketing problems and advertising objectives.
• The account executive is responsible for getting
approved the media schedules, budgets and rough ads or
story boards from the client.
McD
•Leo Brunette pitched and won McDonalds against FP7.
Leo Brunette has 17 yrs of partnership with McDonald’s.
10. Account Planner
• Planning the objectives of the advertising.
• Selecting and evaluating research feedback on the basis
of which the team makes judgments and takes decisions.
• Making the objective and the feedback relevant and
stimulating to the rest of the team particularly the
creative.
McD
• Account planners of Leo Burnett researched on if the
price will be affordable for if McDonald's prices have
risen
11. Media department
• The responsibility of the agency’s media department is
to develop a media plan to reach the target audience
effectively in a cost effective manner.
• The staff analyses, selects and contracts for media time
or space that will be used to deliver the ad message. A
large part of the client’s money is spent on the media
time and space.
McD
• Media department decided how many McDonald’s
hoardings, posters, TV Commercials should be produced
to reach the audience.
12. Creative department
• The creative specialists are known as copywriters. They are the
ones who conceive ideas for the ads and write the headlines,
subheads and the body copy.
• They often prepare the rough layout of the print ad or the
commercial story board.
• Creation of an ad is the responsibility of the copywriters and the art
department decides how the ad should look.
McD
• McDonald’s Happy Price Menu was launched in 2004 and has since
seen taglines like “ Purane zamaane ka daam ” and “ Bees mein full
dhamaal ”. These taglines were created by Leo Burnett.
13. Production department
• After the completion and approval of the copy and the illustrations
the ad is sent to the production department.
• The production department supervises the casting of actors to
appear in the ad, the setting for scenes and selecting an
independent production studio.
• The production department sometimes hires an outside director to
transform the creative concept to a commercial.
McD
• McDonald’s has TV ads which include Mc Aloo tikki – Rs.25,
Purane zamaane ka daam, and ads on latest few dips.
