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Draft FCB-Ulka Advertising Ltd

HISTORY Founded in 1873, Foote, Cone and Belding is the world's third oldest agency and a part of

the InterPublic Group. Today, FCB is one of the top three advertising agencies in

the USAand ranks number 10 in the world with 188 offices in 102 countries.DraftFCB-

Ulka can trace its lineage in India to Ulka Advertising, which was founded in1961.Starting out as a creative hotshop DraftFCB-Ulka hit the top ten within the

first decade.DraftFCB- Ulka made a smooth transition from a creative hotshop to

a large mainstreamagency. By the mid-seventies Draft FCB-Ulka had become the

fifth largest agency in Indiaand has continued to be among the top five

agencies.DraftFCB-Ulka's commitment has always been to create advertising that

works in the marketplace. Advertising that is noticeable. Advertising that is

relevant to the potential buyer, notnecessarily the seller. Advertising that reflects

the brands needs and not the agency'spersonality.

People Philosophy

To attract and retain the right talent and provide them with an environmentthatencourages and enables them to produce consistently high quality and

relevant advertising.

PRESENT SCENARIO Today 53 of Draft ulka brands are category leaders. Brand build from scratch and

nurturedover 25 years. Brands that were non existent Draftfcb ulka was assigned

the business, buttoday are case study in market and advvertising. Santoor toilet

soap, where reaserch andfocused advertising saw sales grow four fold agaist stif f

competetion from livers and procterand gamble brands. Indica V2 ,which took on

the mighty maruti and hundai to firmlyestablish itself as the lerader in its class.

Not surprisingly Draftfcb ulka is seen as aturnaround specialist. An agency that

does brand building and morePresently , FCB-Ulka has over 500 professionals

and no prima donnas. They heavily in theirhuman resources to provide

continuous professional growth paths. Not surprisingly, in ahigh flux industry,

their people are their cutting edge and the envy of the industry.FCB-Ulka

Comstrat, now in its twelfth year was the first ever case-study competition in

thearea of communications, to be organized among management students in the

country. FCB-Ulka Advertising along with the K.J. Somaiya Institute of

Management Studies and Researchhas pioneered this concept. The uniqueness of

Comstrat lies in the fact that unlike othercase study competitions, which are in the

field of general management/marketing/finance,Comstrat is the only competitionconducted in the area of advertising and communications.

FCB-Ulka, India's 4th largest agency, with a strong tradition of strategy based

advert is ingthought it befitting to sponsor a case study competition in the area of

communicationsstrategy, as communication has today become the most critical

element in the marketingmix of successful brands. The forum offers an excellent

opportunity for the industry to buildan interface with budding advertising talent and also

offers a platform for young minds tohone their ski lls working on 'live' case

studies.The past years have seen keen participation from nearly 25 Management

Institutes acrossthe country, and the enthusiastic support from the industry.

Cadbury Schweppes (1996),Hutchison Max(1997), Tata Indica (1998), ITC Gold

Flake(1999), Cadburys Bournvita(2000),Marico Parachute (2001), TVS (2002), Philips(2003), Indian Oil Corporation (2004), AsianPaints (2005) & Colgate Cibaca (2006)

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helped FCB-Ulka develop "real-life" communicationstrategy case studies (based

on actual market data) and that has been instrumental in thesuccess and

popularity of the competition amongst management circles.FCB-Ulka, India's 4th

largest agency, with a strong tradition of strategy based advertisingthought it

befitting to sponsor a case study competition in the area of

communicationsstrategy, as communication has today become the most criticalelement in the marketingmix of successful brands. The forum offers an excellent

opportunity for the industry to buildan interface with b udding adverti sing talent and

also offers a platform for young minds to hone their skills working on 'live' case

studies.The past years have seen keen participation from nearly 25 Management

Institutes acrossthe country, and the enthusiastic support from the industry.

Cadbury Schweppes (1996),Hutchison Max(1997), Tata Indica (1998), ITC Gold

Flake(1999), Cadburys Bournvita(2000),Marico Parachute (2001), TVS (2002), Philips

(2003), Indian Oil Corporation (2004), AsianPaints (2005) & Colgate Cibaca (2006)

helped FCB-Ulka develop "real-life" communicationstrategy case studies (based

on actual market data) and that has been instrumental in thesuccess and

popularity of the competition amongst management circle.

FUTURE PLANS With lots of success in all sectors of advertisement, FCB Ulka is now planning to

get st artedwith the healthcare sector. Even as Contract Advertising (India) Ltd, part of the

WPP Group,

-Ulka Advertising is planning to roll out a host of

global healthcare management tools tooffer value-added services to Indian

marketers. Clearly, the focus is on effective healthcarecommunications in the

Indian ad industry.For starters, FCB-Ulka HealthCare, the healthcare wing of

FCB-Ulka Advertising, has adaptedthe well-known FCB Grid for pharmaceutical

brand communications. In a bid to meet theevolving needs of Indian marketers,

FCB-Ulka Advertising Ltd has recently brought its global

intellectual -

centric tool thathelps a client pre-

Draftfcb announced background and further specifics for all media

propertiesinterested in competing for a piece of the Census 2010 media buy.

Draftfcb is the primecontractor for Census 2010 Integrated Communications

Campaign. All media vendors andproperties have a fair opportunity to submit their

company for consideration for the paidmedia campaign.Draftfcb and its pa rtner

agencies are looking forward to full and complet e competit ion for this historic

campaign. Interested vendors can also find details such as paid media plansummary,campaign phases and media buying timelines at the designated link.The 2010

Census paid media campaign will be one of the broadest and far-

reachingcommunications efforts undertaken by the U.S. Government. It will

include advertising in 28languages and will employ media such as television, radio, print

and digital across thenation, Puerto Rico and U.S. Island Areas. The paid media campaign is

part of an overallintegrated campaign that includes partnerships , web sit es, a

Census in Schools program andearned media.

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COMPANY PROFILE

DraftFCB Ulka :Lau r ence Bosche t t o Howar d dr a f t Chief Executive Officer & President Executive

ChairmanJonathan harries Wally PetersenChairman & Global Chief Creative Officer Vice Chief

Communication officer

Neil Miller Janet PinesGlobal Chief Financial Officer Global Chief Insight OfficerFCBULKA (Indian Executives)

An i l k ap oor M.G. Parameswarm Managing Director Executive Director and CEO,Mumbai

Arvind Wable Nagesh AlaiExecutive Director and CEO, Delhi Executive director; Group CFO &Company

secretary

Niteen Bhagwat Shashi SinhaExecut ive Direc tor Execut ive Direc tor & CEO- Lodes te rUniversa l

Corporate office in IndiaDRAFTFCB+ULKA Advertising Pvt LtdNirmal, 4

thFloorNariman PointMumbai -400021

List of ClientsBDF Beinsdof Brown FormanCoor DockersFisher Prize HaierKmart LillyMillet

Lite PfizerBoeing CaDel Monte Foods DowG SK KF C Kraft Foods

MerckMotorola

Some of the recent ads Ads made by

F

CB

U

LKA :Naukri.com Hero HondaSantoor Glycerine Sunfeast Golden Bake99acres.com

AmulICL Indica VistaJohn Player

Some of

F

CB

U

Classic Ads. :Amul Manthan Tata IndicaWhirlpool Zee Cinema

Some Classic Ads

Whirlphool Tata indicom Sunfeast snackyIndica V2 Zee Cinema AmulNaukri.com

Jeevansaathi.com ITC MintoF

resh

John Players Hero Honda Chandrika

Some recent News of Draft

F

CB

U

lka:

JOHANNESBURG, Aug 17, 2009

BUF, the internationally acclaimed animation firm in Paris (France) that hasprovidedspectacular special effects for many global brands and feature films,

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Johannesburg and Velocity, to createan inspiring television commercial for the

new generat ion Lexus RX. The new ad focused primarily on the Lexus RX450h,

currently the only hybrid SUV available in South Africa.

DRAFTFCBSEATTLE ANNOUNCES OFFICER PROMOTIONS FOR CHAPMAN AND KRUMMEL

SAN FRANCISCO, Aug 18, 2009Dominic Whittles, president of Draftfcb West Coast in the U.S., has announced

thepromotion of two agency leaders at Draftfcb Seattle. Nick Chapman, VP,

Draftfcb Seattle in 2004 fromWirestone, where he served as technical director

he shops.

DRAFTFCBCHICAGO ONCE AGAIN AMONG THE 101 BEST AND BRIGHTEST COMPANIES TOWORK FOR IN CHICAGO

CHICAGO, Aug 11, 2009

For the fourth consecutive year, Draftfcb has been selected as one of the "101

Best andBrightest Companies to Work For" in the Chicagoland area by The

National Association forBusiness Resources (NABR). The agency was alsorecognized as an Elite Winner forRecruitment and Selection during the award

ceremony Monday, August 10, in Oak Brook.

DRAFTFCB ULKA CLINCHES TATA GSM BUSINESS

New Delhi, February 02, 2009

DraftFCB Ulka has added another Tata brand to its kitty. It will now handle

Japan. Tata GSM fornow because the brand details are still to be finalised.

Confirming the news to afaqs!,Sanjeev Bhargava, chief operating officer,

DraftFCB Ulka Delhi, reveals that the agency wonthe business following a

creative and strategy presentation.It is learnt that both the agencies on the Tata

Teleservices business, Contract and DraftFCBUlka, were reviewed for the GSM

business. The media duties for the account continue to bewith Lodestar Universal

for the moment , bu t sources ind icate that these could also be reviewed if necessary.

Tata GSM will be handled out of Delhi

.

DRAFTFCBULKA WINS RS 50 CRORE MICROMAX BIZ

New Delhi, June 08, 2009Draft FCB Ulka has won the creat ive duties for Micromax,

which provides wirelesstelecommunication solutions. This decade-old company

has been mainly into landlinephones. However, last year, it stepped into the

retail market with its decision to launchmobile handsets.Rahul Sharma, chief

operating officer, Micromax Informatics, confirmed the win to afaqs!. Itis learntthat the company had called for a multi-agency pitch.The company has a big task

in hand. The mobile handset market already has players suchas Nokia, Motorola,

Samsung and Sony Ericsson, and these players already enjoy greatloyalty

amongst consumers. It will be a big challenge for any new player to shift this

guarantee sales. Theproduct needs to have a value proposition for the consumer

DRAFT FCB

INDEPENDENT RESEARCH FIRM REPORT

CHICAGO, Aug 07, 2009

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In its digital evaluation by Forrester Research, Inc. Draftfcb was named a

media and measurement and analytics

.ISHAN INSTITUTEOFMANAGEMENT

AND TECHNOLOGY

Greater Noida

An Assignment onADVERTISING AGENCY

DRAFT FCB

Submitted to: Submitted by:

Mr. Piyush Mittal Amit Kumar PandeySales and Advertisement ENR No- MMR

4004Mangala CharanENR No.- MMR 4005Sec- C

ContentsHistoryPresent scenario

FutureCompany profileClientsSome recent ads mad e by Draft

FCBULka Some classical Ads made by Draft

FCB UlkaRecent News