Role of Global advertising

1. Subject : Global Communication
Presented to : Sir Naeem-UT-Tariq
Presentation : Group 02 (New Media)
Presented by: Amna Saeed

2. THE ROLE OF GLOBAL
ADVERTISING

3. INTRODUCTION
• Market-driven economies require advertising in order to succeed in
merchandising goods and services both domestically and globally.
• As the global economy expands, so does the need for global products,
global brands and global services such as advertising.
• Major global corporations have a unique marketing and advertising strategy
to ultimately create the awareness they need to grasp attention of
consumers worldwide.
• They impact the purchase behaviors of consumers around the world.

4. • Many are working with global products and offering a vast array of services
far beyond print, graphics, and placement advice, services that include
everything from accounting practices, to training, to total quality
management (TQM) practices, to data collection and analysis, all to assist
with the development of corporate strategy plans and web-based activities.
Major ad agencies are:
• Omnicom and Publicis
• Ketchum PR Agency
• WPP Group
• Interpublic Group
• Dentsu Inc.
• Havas Media
• Hakuhodo DY Holdings
• Acxiom Corporation
• MDC Partners
• Asatsu-DK

5. OMNICOM GROUP AND PUBLICIS GROUP
• Provides a diverse range of marketing and communication services.
• High profile clients include: McDonalds, General Electric, Pepsico,Visa, AT&T
and many more.
• Omnicom Group operates several global agencies networks:
• BBDO World Wide, DDB Worldwide and TWBA World Wide and many
independent agencies.
• These agencies have won many awards in advertising for companies like
Ikea, Fed Ex, Apple, Sony Playstation and Visa.

6. KETCHUM PR AGENCY
• Ketchum PR is a global public relations agency, reaching audiences in
places across North America, Latin America and Europe.
• Leading PR agency with "74 offices and 56 affiliates in 70 countries" .
• The agency was in the news for some negative attention in 2005
• The agency "hired a prominent conservative commentator, Armstrong
Williams, to covertly hype an education program without disclosing that he
was on the pay-roll of Ketchum"

7. WPP GROUP
• WPP Group, stands for Wire and Plastic Products and is the second largest
advertising film in the world.
• Head office located in London England, and services a global market with
326 different corporations in 110 nations.
• Focuses on advertising, media investment management, data investment,
public realtions & public affairs, branding & identity, healthcare
communications, promotion & relationship marketing and specialist
communications.

8. INTERPUBLIC GROUP
• World’s third largest advertising group with employs over 45,000 people.
• five global operating divisions: Constituency Management Group, FCB
Group, Independent Agencies, McCann Erickson Worldwide, and the
Partnership.
Dentsu Inc
• Fourth largest global ad agency located in Japan
• 31,000 employees and headquartered in Tokyo
• 32 offices in Japan and has subsidiaries and affiliates in 27 countries around
the globe

9. HAVAS MEDIA
• Leading pan-European agency based in France
• Operates in over 88 countries with employs around 15,000 people worldwide
• In Latin America, Havas Advertising operates in Mexico, Brazil, and
Argentina.
Hakuhodo DY Holdings
• second largest advertising conglomerate in Japan and the sixth largest in
the world.
• Headquarter in Tokyo
• Over 10,000 employees

10. ACXIOM CORPORATION
• Little-known firm
• Specializes in providing marketing technology and services
• Clients FedEx, IBM, Microsoft, and AT&T
MDC Partners
• MDC Partners, previously known as Maxxcom, based in Toronto and New
York City.
• Canada’s largest advertising group
• clients include American Express, Under Armour, Chrysler, Serta, and
Vanguard.

11. ASATSU-DK
• Japan’s third largest advertising firm
• 38 offices in 15 countries around the globe
• Clients: Toyota, Fuji, Nissan, Honda, Mercedes, and Ford among others.

12. Conclusions
• The goal of ad agencies is to influence attitudes, behaviors, and ultimately
lifestyles. Their aim is to replace traditional buying habits with new behaviors
leading to the consumption of core nations’ goods and services
• The role and impact of global advertising is a key component which helps
define and substantiate both world system and electronic colonialism
theories.
• The global advertising industry is moving toward digital, mobile, and web-
based ads.