a presentation on the work done during the Management Internship Program at Scarecrow Communications, an advertising agency.

1. Ishan Parekh
Roll No. # 315

2. INDUSTRY ANALYSIS
Advertising

3. Market Size
Source: Pitch Madison Media Ad Outlook
Year
Total Pie
(in Crore Rs.)
Growth
(in %)
2011 25,594 8
2012 28,013 8~9

4. Major Challenges
Falling audience
of channels and
broadcasters
Ingress of
internet
Problems of
Zipping and
Zapping
Rising costs of
advertising
Intense
competition
Re
arrangement of
Indian Madison
Avenue
Need for global
advertising
strategies

5. Distribution Of Ad Agencies In India
544
383
375
146
137134112111
97
91
1228
No. of advertising agencies
Mumbai
Chennai
Delhi
Kolkatta
Ahemdabad
Chandigarh
Pune
Jaipur
Bangalore
Indore
others

6. General Working

8. COMPANY ANALYSIS
Scarecrow Communications

9. Scarecrow Communications
A private limited company
Founded in 2009
India’s fastest growing agency
Offices in Mumbai, Delhi & Bangalore

10. Services Offered
Full fledged
advertising
agency
Creative Media PR Digital Design

11. Key Accounts

12. GOVERNMENT GUIDELINES
ASCI

13. ASCI
• Advertising Standards Council of India
• The code for self-regulation in advertising
pertinent extracts

14. COMPETITOR ANALYSIS

15. Major Ad Agencies in India
Ogilvy & Mather
JWT
Mudra
Communication
Pvt.Ltd.
McCann Erickson
India Ltd
RK Swamy BBDO
Advertising Ltd
Grey Worldwide
Pvt. Ltd
Leo Burnett
India Pvt. Ltd

16. Status Of Major Players
AD. AGENCIES CLIENTS
EMPLOYEE
STRENGTH
SERVICES COUNTRIES
O&M 300 800
Advertising, Direct
Marketing, Public
Relations and
Activation.
125
JWT 1200 10000
MR marketing
planning
communications
200 offices in
90 countries
Mudra
Communication
125 5001
Advertising and
marketing
Indian market
FCB Ulka
Advertising
900 9500 Advertising
188 offices in
102 countries.
Rediffusion
DY&r
200
101-250
Advertising/Event
Mgmt/ PR/MR
Indian market
Scarecrow
Communications
75 120
Creative, PR, Digital,
Design, Media
Indian Market

17. Global Players
Anomaly
BBDO
Bozell
Worldwide
Grey
Worldwide
CORE
JWT
Ogilvy and
Mather

18. INTERNSHIP

19. Work at Scarecrow
Competition
Profiling
(Anchor)
Preparation
of Pitches
(YRF)