Functions of an Ad agency, report is on AdGroup advertising and public relations.

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1. INTRODUCTION
Adgroup is a full service Advertising and public relations agency founded by
late I.H Burney in 1966 with workstations in Islamabad, Lahore, Karachi, Peshawar
and Muzaffarabad (Azad Jammu and Kashmir). Adgroup nurtures the vision of its
clients by supplying the necessary passion for innovative thinking, the talent for
expressing ideas, and the powers of execution to translate that vision into a
project representative of customer’s needs. We aim for the seed of the vision to
take root, deep in the target audience’s imagination, grow long and high into a
familiar brand presence, and bear real fruit in real time. At Adgroup Advertising,
we weigh the fruits of our labor by the expansion of our clients’ clientele and
measure the growth of our business by the growth of theirs.
Adgroup is an entity made up of highly efficient and expert Human
Resource comprising of qualified designers and equipped with latest technologies
and studios which add to their skills. Its full-service team philosophy allows us to
efficiently and powerfully shares ideas, resources and assets: delivering cohesive
marketing and communications solutions on time, and in budget.

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2. SERVICES
Caimpaign Development
 Print Advertising
 Outdoor Advertising
 Point of Sale
 Packaging Design
 In-Store Displays
Production
 Film Production
 Animation
 Graphic Design
 TV and Radio Productions (Jingles, Spots, Programs)
Media Services
 Media Planning
 Buying & Relations
 Publication Design
 Media Briefings
 Media Monitoring
Event Management
 Seminars
 Conferences

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 Workshops
 Product Launches
 Road Shows
 Training Programs
 Press Conferences
Public Relations & Direct Communications
 Interviews, Talk shows
 Information Leaflets, Videos, CDs
 Sampling and Disbursements
 Exhibitions and Events
Public Relations & Indirect Communications
 Editorial Print & Broadcast
 Endorsement of Celebrities,opinion makers, professional bodies
 Sponsorships
Research
 Focus Groups
 Surveys
 Communication
 Arts
Web Designing & Services
Relationship Marketing & Government Relations

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3. SISTER CONCERNS
Zodiac Commercial:
Equipped with modern methods and materials form an unbeatable
combination, Zodiac assists Adgroup in all Audio/ Video productions. Fully
computerized studio benefits from a wide range of software designed to keep up
with latest trends.
Independent News Pakistan (INP):
Independent News Pakistan (INP) is a trend-setting news producing
organization. It is a multi-dimensional establishment which provides news service
in English, Urdu, and Sindhi languages and is aspiring to add Arabic to its platform
to enhance the cachet of readership. INP is also providing quality news pictures
and video clips to hundreds of subscribers in Pakistan and abroad through its
bureaus in all the provincial capitals, and Muzaffarabad and hundreds of
correspondents spread across the length and breadth of Pakistan and abroad.

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4. LOCATIONS
Adgroup has been operating from the following offices in Pakistan:
Head Office: Islamabad
9, West 1ST & 2ND Floor Rizwan Plaza, Blue Area, Islamabad
Tel: 92 51 2825008, 2270658 & 2273995
Fax: 92 51 2273996, 2273997
UAN: 111 333 222
E-mail: info@adgroup.com.pk
URL: http:// www.adgroup.com.pk
Peshawar Office
First Floor, Abbas Tower Khyber Super Market, Near Qayyum Sports Complex,
Peshawar Cantt
Phone: 92 91 5252170
Fax: 92 91 5252171
Karachi Office
707, 7th Floor, Progressive Plaza, Beamount Road, Near PIDC House, Karachi
Tel: 92 21 565 – 5681 - 4
Fax: 92 21 565 - 5648

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E-mail: info@adgroup.com.pk
URL: http://www.adgroup.com.pk
Lahore Office
House No.91, Block G, Gulberg III, Lahore
Phone: 92 42 5845285 - 88
Fax: 92 42 5845289
E-mail: info@adgroup.com.pk
URL: http://www.adgroup.com.pk
Muzaffarabad Office
Bank Road Near Club Hotel, Muzaffrabad.
Phone: 92 333 58103302, 92 333 45703302
E-mail: info@adgroup.com.pk
URL: www.adgroup.com.pk

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5. CLIENTS
We listen with care to what our clients have in mind, especially the
intentions behind the advertising needs they express, and communicate actively
throughout the creative process to fit advertising solutions to their desired
results, and never vice versa. It’s due to this approach to advertising that a broad
range of clients have enjoyed long term success.
Below is a representative sample of organizations that choose Adgroup:
 Allama Iqbal Open University
 Quaid-e-Azam University
 Riphah Institute
 COMSATS Institute of Information Technology
 Higher Education Commission
 Shifa College of Medicine
 International Islamic University (IIU)
 Sargodhian Spirit Trust
 University of Wah
 HIT Education City Taxila
 Ministry of Health
 Pakistan International Airline (PIA)
 Ministry of Information (Khushal Pakistan Programme)
 Board of Investment
 National Institute of Health
 Karachi Port Trust

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 Ministry of Population Welfare
 Central Board of Revenue
 Heavy Mechanical Complex
 Zaria Taraqiati Bank Islamabad.
 Commission on Science & Technology, Islamabad
 Saudi Pak Industrial and Agricultural Investment Company
 British Council
 Pakistan SoftwareExportBoard
 Nortel Networks
 WAPDA
 Population Welfare Department Punjab
 Special Children Education Punjab
 AJK Council
 Federal Govt. Employees Housing Foundation (FGEHF)
 Inter Services Public Relations (ISPR)
 Pakistan Housing Authority (PHA)
 Oil & Gas Development Corporation Limited (OGDCL)
 Oil & Gas Regulatory Authority (OGRA)
 Bobby Khan Holdings
 Save the Children UK
 KHL – Konnect Holden
 Nera Networks
 Pakistan Telecommunication Authority
 UNICEF

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 British Airways
 SME Bank
 UNAIDS
 IESCO
 Pakistan Broadcasting Corporation
 Shifa International Hospitals Limited
 Federal Board of Revenue
 PCRWR

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6. ORGANIZATIONAL HIERARCHY

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7. DEPARTMENTS
There are five departments, which are actively participating in all the ongoing
activities in Adgroup.
1. Marketing
2. Creative Designing
3. Media
4. Finance & Accounts
5. Administration
Marketing
Marketing department is the core department of the agency, dealing with
the ads and client, both include in the activities performed by the marketing
department. Client Services is the major subdivision in this department. So that
every activity performed in this, is highly sensitive and every aspect while dealing
with the public is to be kept in mind. These activities begin from the brief given by
the client and ends up with the ad published for the similar client. From General
Manager to the Client Services Executive, every single personnel participate
actively and efficiently.
Creative Designing
It is the second department of the agency, where creativity has been
converted to a visual or printed shape, to make it appealing, eye-catching and
enchanting. In this department, copywriter writes the ad make the lines and
punch lines of the ad.

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Media
Media department deals in all the activities done in the premises of media
and advertisements i.e. print advertisements and TVCs. Their main aim is to check
that either there’s a powerful visual or not, is the copywriting in its simplest and
understood form? And the caption should be eye-catching. All of these strategies
were made by the creative department earlier, media department further flourish
all these activities.
Finance
The finance department deals in all the activities related to finance &
accounts, bills payable or been paid, revenue generation, asset liability ratio etc.
all of these activities are done under the roof of accounts department.
Administration
Administration includes CEO, General Manager and the managers under
them, every department has a manager participates in the activities performed in
the relevant department. The executives come under the supervision of the
managers. They directly report to the General Manager as well. There is also first
line management involves in the administration i.e. the receptionist, clerks and
tea boys.

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8. ADVERTISING PROCESS (Government vs Commercial)
In government sector, the advertisement has a complicated process as
compared to the private sector or commercial sector. In government ads the brief
is first taken from the client, from which the Release Order (RO) is also received.
This RO is sent to Press Information Department (PID) for approval.
When this RO has been approved, the insertion order is sent to newspaper
which includes, size, position, page number and date of insertion. This insertion
order is sent separately from the media department of Ad agency along with the
material. When the particular ad has been printed, Bill (Tear Sheet) is submitted
to PID which includes Client’s letter, cutting, bill’s copy, for the verification, (tear
sheet tells that where that particular ad was printed).
At last, the client pays off the bill to that certain agency. This process takes
3 to 4 months from brief to payment.
In private sector, theprocess of advertising is quite simple; here the brief is
taken from the client. This brief is given to the creative department in which the
brainstorming is done and the ad is made by the media department and sent to
the newspaper for the printing process and RO is sent to the client from where
the payment of bill is done.

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9. ROLE OF MEDIA DEPARTMENT IN ADVERTISING PROCESS
Media department deals in all the activities related to the making and
processing of an ad in an agency. In Adgroup, media department has government,
semi-government and commercial clients. They also participate in the rates
competition done by the APNS. Media is responsible for the bills, their approval,
bill numbers, Release Orders, Emailaddresses and also responsible 25% quota for
small newspapers by APNS.
In the processing of an ad, media department take care of measurement of
the particular ad in a newspaper. From all 8 columns of newspaper till all the
stations of the newspapers, media department is linked with all of them because
they have to charge for each column, page number, color-scheme of an ad. As far
as TVCs are concerned, media department charges for the duration of the TVC.
Inside the organization, media department is linked up with the sister
concern ZODIAC, the processing of the TVC is done here. The location, cast, script
etc. everything is set according to the type of the TVC.

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10. TYPES OF CLIENT OF AN ADVERTISING AGENCY
Listed Client
Listed client is the client of an agency which does a competition in between
the agencies; different ads are made by the agencies in accordance. From those
ads, the best one is being chosen by the client.
Open Client
Open client doesn’t do any competition in between the agencies. They
choose one particular agency for the making and publishing of their ads.
International Client
International clients have their representatives in different countries from
which want to publish their ads. As well as, there is a same scenario for
International News. There is an external publicity wing for the newspapers which
pays in US Dollars. There is an International Publicity Association which is linked
with the Pakistan Publicity Association. They pay that certain amount before the
publicity of the ads in cash. For the credit purpose, APNS does the accreditation.

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11. JURISDICTION
Newspapers come under the jurisdiction of APNS and Ad Agencies.
Whereas, the channels come under the jurisdiction of Pakistan Broadcasting
Association (PBA) and Ad Agencies as well. PEMRA is a regulatory body, PEMRA
runs all the channels and controls them as well. PEMRA is an independent body.
Newspapers are the members of APNS and APNS gives the accreditation to
newspapers and Ad Agencies as well.
When the membership is given to the newspapers, then the publications by
the newspapers become membership publications, while the publications by
other newspapers become non-membership publications. Newspapers having
membership publications have the benefit that APNS is responsible for their
publications. Accredited agencies can work on credit process of publications, by
60 to 90 days and same is the limit of their credit.
For example, the clearance of the ad published in January- February will be
done on May. There is a fixed bank guarantee given on the credit publications. If
client is unable to pay-off the amount of the credit, then Ad Agencies can
complaint to APNS against them. This can cause the suspension on the clients
from publishing the ads from all the agencies. Same suspension can be done on
Ad Agencies as well by APNS and PEMRA if they are unable to pay-off the amount
of the credit to APNS and PEMRA.

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12. ROLE OF “ZODIAC” IN ADGROUP
Zodiac is a production house lies in the media department of Adgroup. The
job of zodiac is to visualize the creativity or the theme created by the creative
department of agency about the particular ad of certain client. First of all, the
script is written on the briefs given by the client. Then they start searching for the
campaigns relevant to that particular product or service offered by other
organizations, on internet. Then the further work is divided into two stages, the
pre-production stage and the post-production stage.
In pre-production stage, the script is written on the brief, the arrangement
of the location or set, arrangement of artists, the voiceover artists is done by the
pre-production team. When the shooting of the ad finishes, then it comes the job
of the post-production team. This team put all the recorded data in their systems
to edit them, add some visual effects, arranging the voiceover, the background
music, scenes from different angles.
Each single and minor part of that certain TVC or documentary goes
through the process of editing. They usually make two or three ads for the client
to make them comfortable to choose their type of substance. At last, that
particular TVC or documentary is sent to the relevant client for their approval.

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13. ACCOUNTS DEPARTMENT
Accounts department also plays a vital role and has a broad space in the
frame of Adgroup. Accounts department keeps whole information about the
receivables and payables of the agency. They keep an eye on upcoming financial
boom or crisis which could affect the business of agency in future. They are also
aware of the suspension of agency by APNS. Those all are the perspectives on
which accounts department works accordingly.
Accounts department maintains the records of capital expenditures,
operating expenditures, payables and receivables. Capital expenditures include all
the expenditures related to investment purpose. Operating expenditures include
the salaries, utility bills and running costs incur during the operations.
Retained earnings for the business is after settling payable to APNS,
receivable from the clients and the capital expenditures. The department has
operating revenues and non-operating revenues. Salaries are given to the
employees from non-operating revenues. Apart from this, it has maintained the
record of other revenues and other investments.
Accounts department holds responsibility of every single accounts related
activity performed from billing till the making of financial statements and annual
report following the Adgroup.

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14. ADGROUP AWARDS
Adgroup has been acknowledged for its excellence in successfully executing
variety of communication campaigns for clients from different spheres of life.
Presented below is the Adgroup’s recognition for its exemplary performance.
1. 14th APNS AGENCIES AWARDS - 1994 / 96
Category: Best Newspaper Advertisement
Client: Ministry of Health
2. PAA AWARDS - 1996
Category: Single Mass Medium
Client: Minister’s Literacy Commission Service
Promoting education in a country.
3. PAA EXCELLENCE AWARDS - 1997
Category: Public Service Print Advertisement
Client: Ministry of Population Welfare
4. PAA AWARDS - 2000
Category: Corporate Print Advertisement
Client: Pakistan Postal Services

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5. PAA GRAND AWARDS - 2003
Category: Corporate Print
Client: Pakistan International Airlines
6. PAA GRAND AWARDS - 2003
Category: Social Marketing - Public Service Print Advertisement
Client: Ministry of Population Welfare
7. PAA GRAND AWARDS - 2003
Category: TV Commercial (Polio) Best Service
Client: Ministry of Health - EPI
8. APNS GOLDEN JUBILEE AWARD – 1953 / 2003
Category: Business Performance Award (Top ten Agencies)
9. 19th APNS AWARDS (2005-2006)
Category: Best Public Service Campaign
Client: Ministry of Health
10. 19th APNS AWARDS (2005-2006)
Category: Best Newspaper Advertisement
Client: Ministry of Health

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11. 19th APNS AWARDS (2005-2006)
Category: Best Newspaper Advertisement
Client: Ministry of Health
12. PAA GRAND AWARDS
Category: Art & Technique
Client: Extended Program for Immunization