Project on Agency Management

byKrithika Ravi

TYBMM (Advertisement)

Roll no.- 11

Basis date : 1935Headquarters : USA, ChicagoOffices : 78 companies, 230 countries,9000 employees.Revenue :1.6 $ billionClients : Coca Cola, McDonald’s, Nintendo

The beginning

Leo BurnettProject on

Agency ManagementBy Krithika Ravi

TYBMM (Advt.) - 11

Leo Burnett India

Leo Burnett India came into existence as Chaitra Advertising Private Ltd. in 197 2

The affiliation with the Leo Burnett network first began on 1987; the name of the agency was changed to Chaitra Leo Burnett Private Ltd.

Today Leo Burnett India is one of the top 1 0 agencies in India and operates through 328 advertising professionals in 4 strong offices across the country-Mumbai, Delhi, Kolkata and Bangalore.

They believe in…

Building Brand Believers – Target people to become الbrand loyal and believe in their brand.

An ideas culture – They encourage fresh ideas and الclutter-breaking advertisements.

Building an intense bond – They build emotional الexperience around the brand proposition.

Clients

Departments

• Client Servicing• Account Planning• Media• Creative• Public Relations

Functions of the departments and case studies of

McDonalds.

Leo Burnett & McDonald’s

Client Brief by McDonald’s

“Like the dollar menu in America, the Happy Price Menu is part of our everyday affordable platform and has worked very well in India. You know how the world is: everyone’s looking for something fresh, exciting and insightful, and that’s why refresh the creative advertisements every year to grab more attention of new targeted audiences. The ads should be fun-loving and colorful”.

Client Service • The client service/ account executive is the link between the ad agency and its clients. • The account executive is mainly responsible to gain knowledge about the client’s business, profit goals, marketing problems and advertising objectives.• The account executive is responsible for getting approved the media schedules, budgets and rough ads or story boards from the client.

McD•Leo Brunette pitched and won McDonalds against FP7.Leo Brunette has 17 yrs of partnership with McDonald’s.

Account Planner• Planning the objectives of the advertising.• Selecting and evaluating research feedback on the basis

of which the team makes judgments and takes decisions.• Making the objective and the feedback relevant and

stimulating to the rest of the team particularly the creative.

McD• Account planners of Leo Burnett researched on if the

price will be affordable for if McDonald's prices have risen

Media department• The responsibility of the agency’s media department is

to develop a media plan to reach the target audience effectively in a cost effective manner.

• The staff analyses, selects and contracts for media time or space that will be used to deliver the ad message. A large part of the client’s money is spent on the media time and space.

McD• Media department decided how many McDonald’s

hoardings, posters, TV Commercials should be produced to reach the audience.

Creative department• The creative specialists are known as copywriters. They are the

ones who conceive ideas for the ads and write the headlines, subheads and the body copy.

• They often prepare the rough layout of the print ad or the commercial story board.

• Creation of an ad is the responsibility of the copywriters and the art department decides how the ad should look.

McD• McDonald’s Happy Price Menu was launched in 2004 and has

since seen taglines like “ Purane zamaane ka daam ” and “ Bees mein full dhamaal ”. These taglines were created by Leo Burnett.

Production department• After the completion and approval of the copy and the illustrations

the ad is sent to the production department.• The production department supervises the casting of actors to

appear in the ad, the setting for scenes and selecting an independent production studio.

• The production department sometimes hires an outside director to transform the creative concept to a commercial.

McD• McDonald’s has TV ads which include Mc Aloo tikki – Rs.25,

Purane zamaane ka daam, and ads on latest few dips.

The End