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Assignment On Advertising Agencies in Pakistan PDF
Assignment On Advertising Agencies in Pakistan PDF
Assignment On Advertising Agencies in Pakistan PDF
SUBMITTED TO, Mr.Rehan Shaukat SUBMITTED BY, Aamir Shehzad Muhammad Shafqat Taimoor Abdullah MBA-FA08-002 MBA-FA08-094 MBA-FA08-150
EXECUTIVE SUMMARY
This assignment covers the introduction and details of three major advertising agencies in Pakistan. We have selected Manhattan Pakistan Limited (MPL), Pirana Group and International Advertising Limited (IAL) for this purpose. The assignment is started from the Manhattan Pakistan Limited (MPL)s details in which we have explained its introduction, history, services offered by MPL and the list of its major clients. MPL was the first Pakistan-owned advertising agency and started its business in 1954 at that time capital of Pakistan Karachi. Currently, MPL has a team of professionals consists on more than 100 professionals. The agency is providing its services to many Government and Army institutes like The Board of Investment Pakistan, Capital Development Authority (CDA), Higher Education Commission (HEC), COMSATS, Pakistan Telecommunication Authority, Pakistan Television, Frontier Works Organization (FWO), Askari Bank Limited etc. Next we have presented the information about Pirana Group which includes the vision, values, spirit, creative excellence and its major clients. The agency claims as it is providing fresh ideas and cost efficiency to its clients. The agency is focusing on its talented human resource to make an edge in the market. It is affiliated with M & C Saatchi in Pakistan and also its regional presence in Dubai, Karachi, Lahore, London, and Kabul. The major clients are Dawn News, NOVARTIS PHARMA (PAKISTAN) LTD, Engro Foods, Habib Oil Mills, Makro Cash and Carry and National Investment Trust Limited. After Pirana Group we have presented the information about International Advertising (PVT) Limited (IAL) in which you can get knowledge about IALs history, philosophy, vision, motto, credentials, and its major clients. The agency started its business in 1966 and PIA was its first client after it, IAL showed a persistent growth and provided its services to other big companies like Procter & Gamble and National Bank Limited. It has won many awards including the Agency of the Year Award- Adweek & Adage as well as the #1 Creative Agency at Cannes. Today IAL has a long list of clients including Ariel, Engro Foods Limited, Head & Shoulders, Mobilink, National Foods, PIA, Safeguard, PSO and Pampers. In the end we have concluded the whole work.
INTRODUCTION
Manhattan Pakistan Limited ( (MPL) was the first Pakistan-owned owned ad agencies to enter Pakistans advertising arena and have remained one of the front front-runner runner ever since. Today MPL ranks as one of the top agencies in terms of business volume and client portfolio. Serving the promotional needs of numerous clients both Above The Line (ATL)1 and through Below The Line (BTL)2 for the last t four decades, Manhattan Pakistan Pakis has now entered in its fifth decade with the fervor to build brands through consumer insights by converting buyers into brand believers.
HISTORY
MPL first saw the light of day in 1954 and established its roots in Karachi, Pakistan. Pakistan MPL operates with a strong family feeling, with 100 professionals steering the agency on a straight course towards success. MPL maintains the delicate balance between conceptualization, to product and an effective performanc performance e in the marketplace. MPL has helped influence consumer preferences and changing lifestyles. During the past four and a half decades, MPL has experienced both vertical and horizontal growth. Today MPL stands tall with its network of branches providing various vari shades of promotion to satisfy market needs. MPL is the only advertising agency with deep roots spread into the network of multiple media. MPL, with a very strong family feeling, has a team of over 100 professionals professionals- many of them leaders in their respective respe fields-with proven expertise in multi multi-media media message creation, account planning and research prowess, client servicing, strategic brand consultancy and all other disciplines related to successful advertising.
1
Above the line (ATL) is an advertising technique using mass media to promote brands. brands Major above-theline techniques include TV and radio advertising, web and internet banner ads.
2
Below the line (BTL) is an advertising technique. It uses less conventional methods than the usual specific channels of advertising to promote p products, services, etc. than Above the line (ATL) strategies. These may include activities such as direct mail, public relations and sales promotions for which a fee is i agreed upon and charged up front.
PIRANA GROUP
VISION
To transform our clients brands and business through the power of our Fresh New Ideas approach while providing cost efficient communication solutions.
VALUES
At Pirana, talent is the most valuable asset we have. The focus is on providing longterm career development and nurturing partnerships with our valued clients.
SPIRIT
To inspire excellence through hunger, passion and an ideas driven approach, and to deliver solutions that are cost efficient and best in class. We aspire to winning global awards.
ABOUT PIRANA
One word equity Non conformists A challenger brand with hunger, passion and aggression Regional presence- Dubai, Karachi, Lahore, London, Kabul-Afghanistan World class creative talent with 65 awards 5 global and regional awards Global agencies experience with local experts Managing multinational and local brands Providing cost efficient solutions Affiliated with M & C Saatchi in Pakistan
CREATIVE EXCELLENCE
New York festivals 2007 (Instant money bronze winner) Dubai lynx MENA awards 2008 (Awakening- bronze winner) Dubai lynx MENA awards 2008 (Before & After-bronze winner) Dubai lynx MENA awards 2008 (Old Man Waiting-Finalist) Cannes Lions 2008 Awards (Old Man Waiting-Print Finalist)
MAJOR CLIENTS
Dawn News NOVARTIS PHARMA (PAKISTAN) LTD Engro Foods Habib Oil Mills Makro Cash and Carry National Investment Trust Limited
HISTORY
International Advertising Limited opened its doors to business in 1966 and like many pioneering agencies, IAL started off with a single client PIA. . In a few short years new clients were added to the portfolio such as National Bank of Pakistan, PTDC and Boots B Pharmaceuticals. It was also the only agency to record growth after the fall of East Pakistan, no mean feat in an atmosphere of economic and political turbulence. In 1973, IAL took the bold step of refusing the nomenclature of its parent company PIA. And nd yes, PIA is still its client, a very valued one at that. The agency continued to grow and by the mid 80s IAL had become the la largest rgest agency in terms of Print Media M Buying and was also the first Pakistani agency to go international, buying media worth more than $5 million. By 1988, IAL had extended its international credentials by becoming the first Pakistani agency to affiliat affiliates with an international agency- Saatchi & Saatchi, Saat a top player in the global advertising arena. In 1991, IAL launched the entire Procter & Gamble portfolio in Pakistan (including Head & Shoulders and Vicks). . Five years down the line, the locally developed ads for Oil of Ulay were adapted internationa internationally. Since then IAL has welcomed every new brands like Engro Foods Limited, Jazz, Indigo, Mobilink, Samba Bank and Sony Ericsson. Change is vital and at IAL it is constantas is creativity and hard work. No wonder IAL is the hottest ideas Company around.
PHILOSOPHY
We consider ourselves to be an Ideas Company, not merely an ad agency. While ads and ad campaigns are perishable, Ideas have a life of their own. Ideas are created by people and ultimately it is our people who make the difference. They are passionate, onate, competitive and restless.
VISION
We want to be known as the hottest ideas shop in Pakistan. Our purpose is to generate extraordinary ideas that transform our clients businesses, brands and reputations.
MOTTO
Nothing is impossible
CREDENTIALS
It is a known fact in the market that IAL has won more awards in diverse creative disciplines than any other agency, including the Agency of the Year Award- Adweek & Adage as well as the #1 Creative Agency at Cannes. IAL is the only company in Pakistan which has won international awards for its creative work. These include: Readers Digest Worldwide Pegasus Award (twice) Nikkei Business Advertising Impact Award-Japan P&G Global Passion For Brandbuilding BFI Ideas Bigger Than Ads-S&S South Magazine Creative Awards-Asia
MAJOR CLIENTS
Ariel Dewan Mushtaq Motor Company Engro Foods Limited Eva Guess Head & Shoulders Inbox Mead Johnson Mobilink National Foods Pampers PIA PSO Safeguard Samba Bank Sony Ericsson
CONCLUSION
On the basis of above information and research for advertising agencies gave us a good know how about the working of the advertising agencies and their scope. We concluded that all advertising agencies are mainly focused on the ideas because they are doing the business of ideas, so they try to encourage their people to give them fresh and lively ideas. The agencies are the reputation builder of its clients businesses.
INTERNET REFERENCES
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