ADVERTISI

NG
AGENCIES
Module 6 a
 https://
brandequity.eco
Agency News nomictimes.india
times.com/searc
h/agency%20rec

MEANING OF AN ADVERTISING
koner/2

AGENCY
An advertising agency is an independent business
organisation which undertakes the work of

planning, preparing and

executing advertising campaigns for its
clients.

08/16/2022 Adv. 2
 Agency Reckoner
2018-19: Top 50 most
influential people in
advertising
https://
brandequity.economictimes.indiatimes.com/ne
ws/advertising/agency-reckoner-2018-19-top-5

Agency Reckoner 2018-19: 0-most-influential-people-in-advertising/705621

20
Piyush Pandey
India’s top ad Agencies
https://brandequi
ty.economictimes
.indiatimes.com/
news/advertising
1. Ogily /agency-reckoner
2. Lowe Lintas -2018-19-indias-t
op-ad-agencies/7
3. McCann Worldgroup 0562010
4. Leo Burnett
5. FCB Ulka
6. Taproot Dentsu
7. DDB Mudra
8. Dentsu
9. Wunderman
Thompson
10. Mullen Lintas

08/16/2022 Adv. 3
 Albert Lasker and
Alyque
Padamsee are
known as the
father of modern
advertising
respectively in
the world and in
India"

08/16/2022 Adv. 4
08/16/2022 Adv. 5
 Top 10 Advertising Agencies in the World
https://www.admecindia.co.in/blog/top-10-advertising-agencies-world

Ogilvy & Mather

Clients: Amazon, Coca-Cola, IBM Cloud, Perrier, Dove, American Express
Mullen 
Google as well as others like JetBlue, Zappos, Acura , century, 4Seasons, Jetblue,
ask.com.
McCann Worldgroup
 L’OREAL, TV Doctors of America, MasterCard, Cigna, Nespresso
Publicis Groupe
Citi, Coca-Cola, Garnier, Rogers, Lobsterd, Vicks, American Airlines etc
Dentsu (Japan)
Airtel, Flipkart, Pepsi, Coca-Cola, Bacardi, Red Bull.

08/16/2022 Adv. 6
 Havas
Lacoste, IBM, Air France, The Colombian National Road Safety Agency
Grey Global
Advil, Canon, Cover Girl, and Proctor & Gamble

Droga 5
BBC, Blizzard Entertainment, The Coca-Cola Company, Farfetch, Georgia-Pacific, Google,
Heineken, Hennessy, Johnsonville
BBDO
Subway, Hot Wheel, Fisher price, Pepsico, HP
Y and R (Young & Rubicam)
Sony, Adobe, Burger King, Dell, and Chevron.

08/16/2022 Adv. 7
 DEFINITION OF ADVERTISING AGENCY
According to American Association of Advertising Agencies, an advertising agency is –

 An independent business organisation.

 Composed of creative and business people.

 Who develop, prepare and place advertisements in advertising media.

 For sellers seeking to find customers for their goods and services.

08/16/2022 Adv. 8
 “Advertising agency is a marketing service firm that assist its clients in
planning ,preparing, implementing and evaluating various activities of advertising
campaign”.

PHILIP KOTLER

08/16/2022 Adv. 9
FEATURES OF AN ADVERTISING
AGENCY

 INDEPENDENT BUSINESS ORGANISATION

 WORKS FOR ADVERTISERS /CLIENTS

 COMPOSED OF CREATIVE PEOPLE

 SERVES ITS CLIENTS BY VARIOUS SERVICES

 CHARGES FEE AND SERVICE CHARGE

08/16/2022 Adv. 10
FUNCTIONS OF AN ADVERTISING
AGENCY

 ACCOUNT MANAGEMENT

 CREATIVE FUNCTION

 MEDIA PLANNING AND PLACEMENT

 RESEARCH

08/16/2022 Adv. 11
TYPES OF ADVERTISING
AGENCY

 FULL SERVICE AGENCIES

 SPECIALISED AGENCIES OR LIMITED SERVICE AGENCIES

08/16/2022 Adv. 12
 FULL SERVICE AGENCY_STRUCTURE

08/16/2022 Adv. 13
TYPES OF ADVERTISING
AGENCY

 FULL SERVICE AGENCIES

 SPECIALISED AGENCIES OR LIMITED SERVICE AGENCIES

Examples:

 CREATIVE BOUTIQUE

 MEDIA BUYING AGENCIES

08/16/2022 Adv. 14
IN-HOUSE ADVERTISING AGENCY

IN-HOUSE ADVERTISING AGENCY

MULTI-CLIENT FULL FLEDGED AGENCY

Lintas - Unilever
Mudra - Reliance

1. https://www.lowelintas.in/
2. https://www.ddbmudragroup.com/

08/16/2022 Adv. 15
AGENCY COMPENSATION

 COMMISSION

 FEE

 PERCENTAGE CHARGES

 INCENTIVE BASED SYSTEM

08/16/2022 Adv. 16
FACTORS TO BE CONSIDERED WHILE SELECTING AN
ADVERTISING AGENCY
 THE RANGE OF SERVICES OFFERED

 ASSISTANCE IN PREPARING OR REFORMULATING MARKETING PLANS

 MARKETING AND ADVERTISING RESEARCH

 AGENCY TEAM

 ACCOUNTS HANDLED

 COMPITABILITY

 CREATIVITY

 AGENCY STABILITY

08/16/2022 Adv. 17
 The process of AGNEY EVALUATION involves –

 FINANCIAL ASSESMENT

 QAULITATIVE ASSESMENT

08/16/2022 Adv. 18
 CLIENT-AGENCY
RELATIONSHIP

o KEY AEAS ON WHICH CLIENT AND ORGANISATION SHOULD FOCUS

o THE ROLE OF ADVERTISING AGENCY IN STEGHTHENING ITS RELATONSHIP WITH ITS CLIENTS

08/16/2022 Adv. 19
Thank You
Md. Saifullah Khalid

7533807620
Saif.kh92@gmail.com

https://marketingwithsaif.com/