This document summarizes the history and operations of Draftfcb +Ulka, an advertising agency formed through multiple mergers and acquisitions over several decades. Draftfcb +Ulka traces its origins to Ulka Advertising, founded in India in 1961. It has since merged with other large global advertising networks, and is now part of the Draftfcb Worldwide network, operating in over 90 countries. Draftfcb +Ulka services many large Indian clients and is considered one of the top advertising agencies in India.

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.

15.  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

16.  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.

17.  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.

18.  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,"

19.  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.

20.  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."

21.  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)

22.  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

23. THANK YOU