GM Project – Draft FCB Ulka

Introduction

Draftfcb is the first global, behavior-based, holistic marketing communications organization

to operate against a single P&L. In delivering its clients a high Return on Ideas SM the agency

is driven by The 6.5 Seconds That MatterSM, a creative expression recognizing the brief

period of time marketers have to capture consumers’ attention and motivate them to act.

With nearly 140 years of combined expertise, Draftfcb has roots in both consumer

advertising and behavioral, data-driven direct marketing and firmly believes there is no way

to separate creativity from accountability

The Draftfcb network spans 96 countries with more than 9,500 employees. The agency’s

corporate leadership team includes Howard Draft, executive chairman; Laurence Boschetto,

CEO and president; Jonathan Harries, vice chairman and global chief creative officer; Neil

Miller, chief financial officer; and Mark Modesto, president of North America.

http://www.interpublic.com/companyfinder/companydetail?company=1241

FCB Ulka changed into Draft FCB

Wednesday - Jul 04, 2007

Putting all speculation to rest, FCB Ulka is changing into Draft FCB in India. After the

successful merger of Universal McCann with Lodestar Media in India last year (the resultant

entity being Lodestar Universal), another merger from the Interpublic Group (IPG) stable has

fructified.

Stephen Gatfield, Executive vice-president-network operations at IPG and CEO of Lowe

Worldwide, has said "The process of transformation of FCB Ulka to Draft FCB is on as we

speak. IPG wants to increase its stake in FCB Ulka (now Draft FCB) from 51%."

Globally, the merger of Draft and Foote Cone & Belding (FCB) took place in July last year,

when these two agencies came under a single management team and a single profit and

loss umbrella. Draft is a below-the-line (BTL) advertising firm, a direct marketing agency with

considerable expertise in customer relationship management and retail activities, and is a

part of the IPG Group. FCB, on the other hand, is a mainline advertising agency, nearly 135

years old.

Speculation on the timing of FCB Ulka’s transformation into Draft FCB has gained

momentum since Anil Kapoor, managing director and CEO of FCB-Ulka in India until

recently, was made the regional president for India, Indonesia, Singapore, Malaysia,

Thailand and the Philippines.

The company was founded in 1961 and is based in Mumbai, India with additional offices in Delhi,

Bangalore, Chennai, and Kochi, India. DRAFTFCB+Ulka Advertising Pvt. Ltd. operates as a subsidiary

of Interpublic Group of Companies, Inc.

http://www.televisionpoint.com/news2007/newsfullstory.php?id=1183507691

Offices around the world

Our Focus – Mumbai office at Nariman Point office

Positioning - 6.5 Seconds that matter is our litmus test for generating great work .It's a process that welds together creativity and accountability to produce ideas that deliver a return,all within the short window of time consumers give us to totally engage them with clients brands.

Teams in a full service agency

Client Servicing/Account Management - Agencies appoint account executive to liase with the clients. The account executives need to be sufficiently aware of the client’s needs and desires that can be instructed to the agency’s personnel and should get approval from the clients on the agency’s recommendations to the clients. Creativity and marketing acumen are the needed area of the client service people. They work closely with the specialists in each field. The account manager will develop a creative brief, usually about a page that gives direction to the creative team. The creative brief often includes information about the target audience and their attitudes and behaviors. The creative team will take the brief and, aware of their parameters; develop original copy and graphics depending on media strategy. Post the ad’s approval, the client servicing people have to sell the ad’s to the client and also take responsibility until the final ad’s after post production have reached the respective media houses as per the deadline. They also have to take care of the billing work

for their teams and keep track of outstanding and try to help the agency generate new business.

Creative department - The people who create the actual ads form the core of an advertising agency. Modern advertising agencies usually form their copywriters and art directors into creative teams. Creative teams may be permanent partnerships or formed on a project-by-project basis. The art director and copywriter report to a creative director, usually a creative employee with several years of experience. Although copywriters have the word "write" in their job title, and art directors have the word "art", one does not necessarily write the words and the other draw the pictures; they both generate creative ideas to represent the proposition (the advertisement or campaign's key message). Once they receive the creative brief from their account team, the creative team will concept ideas to take to their creative director for feedback. This can often be a back and forth process, occurring several times before several ads are set to present to the client. Creative departments frequently work with outside design or production studios to develop and implement their ideas. Creative departments may employ production artists as entry-level positions, as well as for operations and maintenance. The creative process forms the most crucial part of the advertising process.

Account Planning – This team is concerned with all the research and strategies for the clients within an agency. The are responsible for the pre, post and on going research of the advertising and marketing as the brands move to different stages. They are also responsible for creating strategies for promoting the clients brands.

Production department – Once the ad’s designed by the creative teams are approved, this team does the artwork, processing and the system corrections of images and keeps the advertising material ready.

Media Planning – They are responsible for creating media strategies for clients. They slot the ad’s in different newspapers, radio stations, TV channels, websites etc. They are basically responsible for how the ad’s are presented to the target market through the various mediums of the media.

Films department – They help the client servicing and creative teams get connected with various production houses and model co-ordinators for producing TVC’s and dubbing voiceover for TV and radio ad’s

http://en.wikipedia.org/wiki/Advertising_agency

Functioning of an agency

Client base

Zeel – Zee Entertainment enterprises limited

Tata Indicom

Tata Docomo

Amul

Bajaj almond drops hair oil

Tata Swach

LIC

TCS

Tata Motors

IOCL

Wipro consumer care – Enchanteur

Pedia Sure

Management concepts

Define – GM

How decision making takes place in the organisation?

Motivation

Leadership and hierarchy

Planning

Strategic Management

Conclusion