1.

Growth engine

• How do you think the acquisition of a media planning agency would add value to Engine’s operations?
2. Relationships matter more than pitches

 Should it be mandatory that all agency appointments be made as a result of a fair and equal pitching
process?

 A pitch fee is important to compensate the agency for its time and effort. Most responsible agencies
give their all to a pitch already, so a pitch fee helps make it a two-way street. A pitch fee should
depend on the scope of work involved and instead of being cast in stone should be worked out in
mutual consultation for a win win situation. So it depends upon both the client and agency to decide
upon the pitching process.

• Pick two brands of your choice, go to their web sites and find out how long their current agency has been
with the brand.

 Dabur is working with StarCom MediaVest Group (SMG) from 2015 as the sole agency , but before
that also they managed the skin care, hair oils and home care products from 2012
 Hindustan Unilever works with Mindshare Fulcrum. In 2015 they celebrated 20 years of partnership
with HUL as its sole media planning and buying agency.
3. Some come and some go

• Should clients be advised to only seek agencies of a similar size and market standing?

 Its not always necessary to seek agencies of a similar size and market standing, there are small but growing
number of suppliers in business markets draw on their knowledge of what customers value, and would value, to
gain marketplace advantages over their less knowledgeable competitors. These suppliers have developed what is
called customer value models, which are data-driven representations of the worth, in monetary terms, of what
the supplier is doing or could do for its customers. So the clients can go for these small agencies to get something
creative rather than the big ad agencies who already have a market standing.
4. Branding the Tasu 24/2 subnotebook

• Following the consultant’s conclusion, what type of agency might be best suited to meet Tasu’s needs?
 Tasu needs an Integrated agency who can look after Consumer Promotion and Public Relation which can meet
Tasu’s present needs.

• How should Tasu select an agency and what are the key issues that the newly appointed agency should
address?

 Tasu should select an agency based on their demand, that is they want both the supporting retailers to promote
goods as well as build brand image by positive WOM so that there is more brand recognition.
 The Key issues that the newly appointed agency should address are sensitivity to blogs, to trade Reviewers to
give positive WOM about the product, to the retailers to promote the brand, and to online communities. They
should also focus on building up long term relationship with their potential customers so to build good brand
image.

• How might Tasu reward the agency for their hard work?

 As Tasu had a budget of £500,000, so Tasu can use this amount to reward the agency for their hardwork in
promoting their brand and building brand image.