what are the advertising agencies?

8/13/2019 What Are the Advertising Agencies?

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What are the advertising Agencies???

Advertising agency is a business that assists advertisers in all stages of the advertisingprocess - from account management and planning to message creation, media

planning, and research(Bergh & Katz, 1999, p.29)Advertising agencies are service companies that specialise in planning and executionof advertising programmes for their clients(Belch & Belch, 1990, p.61-63)

An advertising agency acts on the basis of an assignment placed by the client in whichthe client also delegates some decision making authority to the agency(Mills, 1990)In most cases the agency makes the creative and media decisions. Often it supplies

supporting market research as well, and may even be involved in the total marketingplan. The activities undertaken and the amount of autonomy allowed to the agency

vary from one relation ship to another.(Aaker & Myers, 1987, p.10)Advertising services can be defined as packages of activities that are offered to other

companies and which concern the planning, production and / or delivery ofadvertising. Advertising services are bought and designed to improve the purchasingcompany's performance and well-being(Wilson, 1982)

Advertisement & Event Management

EXECUTIVE SUMMARY

This assignment covers the introduction and details of three major advertisingagencies in Pakistan. We have selected Manhattan Pakistan Limited (MPL), PiranaGroup and International Advertising Limited (IAL) for this purpose. The assignmentis started from the Manhattan Pakistan Limited (MPL)s details in which we haveexplained its introduction, history, services offered by MPL and the list of its majorclients. MPL was the first Pakistan-owned advertising agency and started its businessin 1954 at that time capital of Pakistan Karachi. Currently, MPL has a team of

professionals consists on more than 100 professionals. The agency is providing itsservices to many Government and Army institutes like The Board of Investment

Pakistan, Capital Development Authority (CDA), Higher Education Commission(HEC), COMSATS, Pakistan Telecommunication Authority, Pakistan Television,Frontier Works Organization (FWO), Askari Bank Limited etc. Next we have

presented the information about Pirana Group which includes the vision, values,spirit, creative excellence and its major clients. The agency claims as it is providingfresh ideas and cost efficiency to its clients. The agency is focusing on its talentedhuman resource to make an edge in the market. It is affiliated with M & C Saatchi inPakistan and also its regional presence in Dubai, Karachi, Lahore, London, andKabul. The major clients are Dawn News, NOVARTIS PHARMA (PAKISTAN)LTD, Engro Foods, Habib Oil Mills, Makro Cash and Carry and National InvestmentTrust Limited. After Pirana Group we have presented the information about

International Advertising (PVT) Limited (IAL) in which you can get knowledge aboutIALs history, philosophy, vision, motto, credentials, and its major clients. The


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agency started its business in 1966 and PIA was its first client after it, IAL showed apersistent growth and provided its services to other big companies like Procter &Gamble and National Bank Limited. It has won many awards including the Agency

of the Year Award- Adweek & Adage as well as the #1 Creative Agency at Cannes.Today IAL has a long list of clients including Ariel, Engro Foods Limited, Head &

Shoulders, Mobilink, National Foods, PIA, Safeguard, PSO and Pampers. In the endwe have concluded the whole work.

MANHATTAN PAKISTAN LIMITED (MPL)

INTRODUCTIONManhattan Pakistan Limited ( (MPL) was the first Pakistan-owned ad agencies toenter owned Pakistans advertising arena and have remained one of the front runner

ever since. front-runner Today MPL ranks as one of the top agencies in terms ofbusiness volume and client portfolio. Serving the promotional needs of numerous

clients both Above The Line (ATL)1 and through Below The Line (BTL)2 for the lastfour decades, Manhattan Pakistan has now t Pakis entered in its fifth decade with thefervor to build brands through consumer insights by converting buyers into brand

believers.

HISTORY

MPL first saw the light of day in 1954 and established its roots in Karachi, Pakistan.Pakistan MPL operates with a strong family feeling, with 100 professionals steeringthe agency on a straight course towards success. MPL maintains the delicate balance

between conceptualization, to product and an effective performance in themarketplace. MPL has performance helped influence consumer preferences andchanging lifestyles. During the past four and a half decades, MPL has experienced

both vertical and horizontal growth. Today MPL stands tall with its network ofbranches providing vari various shades of promotion to satisfy market needs. MPL isthe only advertising agency with deep roots spread into the network of multiplemedia. MPL, with a very strong family feeling, has a team of over 100 professionalsmany of them leaders in their respective professionalsrespe fields-with provenexpertise in multi media message creation, account planning and multi-media research

prowess, client servicing, strategic brand consultancy and all other disciplines relatedto successful advertising.

1.

Above the line (ATL) is an advertising technique using mass media topromote brands. Major above-thebrands line techniques include TV and radioadvertising, web and internet banner ads.

2. Below the line (BTL) is an advertising technique. It uses less conventionalmethods than the usual specific channels of advertising to promote p products,services, etc. than Above the line (ATL) strategies. These may includeactivities such as direct mail, public relations and sales promotions for which afee is i agreed upon and charged up front.

SERVICES OFFERED BY MPLThe following services are offered by MPL Advertising (Above The Line/Below The

Line) Designing and creative management E-advertising Account and brandmanagement Outdoor advertising Account planning Strategic/Brand consultancy


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Research Direct marketing Media (management, planning, buying) Public relationsEvent management Sales promotion

MAJOR CLIENTS OF MPLThe following are the major clients of MPL Askari Bank Limited The Board of

Investment Pakistan Burraq Telecom Limited Capital Development Authority BahriaTown COMSATS Higher Education Commission (HEC) PakistanTelecommunication Authority National Savings Organization Frontier WorksOrganization (FWO) National Telecommunication Corporation (NTC) Pearlcontinental Securities & Exchange Commission of Pakistan Land Rover PakistanTelevision and Fauji Cement

PIRANA GROUP

VISIONTo transform our clients brands and business through the power of our Fresh New

Ideas approach while providing cost efficient communication solutions.

VALUESAt Pirana, talent is the most valuable asset we have. The focus is on providinglongterm career development and nurturing partnerships with our valued clients.

SPIRITTo inspire excellence through hunger, passion and an ideas driven approach, and todeliver solutions that are cost efficient and best in class. We aspire to winning globalawards.

ABOUT PIRANAOne word equity Non conformists A challenger brand with hunger, passion andaggression Regional presence- Dubai, Karachi, Lahore, London, Kabul-AfghanistanWorld class creative talent with 65 awards 5 global and regional awards Globalagencies experience with local experts Managing multinational and local brandsProviding cost efficient solutions Affiliated with M & C Saatchi in Pakistan

CREATIVE EXCELLENCENew York festivals 2007 (Instant moneybronze winner) Dubai lynx MENA awards2008 (Awakening- bronze winner) Dubai lynx MENA awards 2008 (Before & After-

bronze winner) Dubai lynx MENA awards 2008 (Old Man Waiting-Finalist) CannesLions 2008 Awards (Old Man Waiting-Print Finalist)

MAJOR CLIENTS

Dawn News NOVARTIS PHARMA (PAKISTAN) LTD Engro Foods Habib OilMills Makro Cash and Carry National Investment Trust Limited

INTERNATIONAL ADVERTISING (PVT) LIMITED

HISTORYInternational Advertising Limited opened its doors to business in 1966 and like many

pioneering agencies, IAL started off with a single client PIA. In a few short yearsnew . clients were added to the portfolio such as National Bank of Pakistan, PTDC


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and B Boots Pharmaceuticals. It was also the only agency to record growth after thefall of East Pakistan, no mean feat in an atmosphere of economic and politicalturbulence. In 1973, IAL took the bold step of refusing the nomenclature of its parentcompany PIA. And yes, PIA is still its client, a very valued one at that. The agencycontinued to grow nd and by the mid 80s IAL had become the largest agency in

terms of Print Media Buying largest M and was also the first Pakistani agency to gointernational, buying media worth more than $5 million. By 1988, IAL had extendedits international credentials by becoming the first Pakistani agency to affiliat with aninternational agency- Saatchi & Saatchi, a top affiliates Saat player in the globaladvertising arena. In 1991, IAL launched the entire Procter & Gamble portfolio inPakistan (including Head & Shoulders and Vicks). Five years down the line, thelocally developed ads for Oil of . Ulay were adapted internationa internationally.Since then IAL has welcomed every new brands like Engro Foods Limited, Jazz,Indigo, Mobilink, Samba Bank and Sony Ericsson. Change is vital and at IAL it isconstantas is creativity and hard work. No wonder IAL is the hottest ideas

Company around.

PHILOSOPHYWe consider ourselves to be an Ideas Company, not merely an ad agency. While adsand ad campaigns are perishable, Ideas have a life of their own. Ideas are created by

people and ultimately it is our people who make the difference. They are passionate,competitive and restless. onate,

VISIONWe want to be known as the hottest ideas shop in Pakistan. Our purpose is to generateextraordinary ideas that transform our clients businesses, brands and reputations.

MOTTONothing is impossible

CREDENTIALSIt is a known fact in the market that IAL has won more awards in diverse creativedisciplines than any other agency, including the Agency of the Year Award- Adweek& Adage as well as the #1 Creative Agency at Cannes. IAL is the only company in

Pakistan which has won international awards for its creative work. These include:Readers Digest Worldwide Pegasus Award (twice) Nikkei Business Advertising

Impact Award-Japan P&G Global Passion For Brandbuilding BFI Ideas Bigger

Than Ads-S&S South Magazine Creative Awards-Asia

MAJOR CLIENTSAriel Dewan Mushtaq Motor Company Engro Foods Limited Eva Guess Head &Shoulders Inbox Mead Johnson Mobilink National Foods Pampers PIA PSOSafeguard Samba Bank Sony Ericsson

CONCLUSIONOn the basis of above information and research for advertising agencies gave us a

good know how about the working of the advertising agencies and their scope. Weconcluded that all advertising agencies are mainly focused on the ideas because they


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are doing the business of ideas, so they try to encourage their people to give themfresh and lively ideas. The agencies are the reputation builder of its clients

businesses.Advertisement & Event Management

INTERNET REFERENCES

http://www.ialideas.com/home.htm http://www.babylon.com/definition/Abovehttp://www.babylon.com/definition/Above-the-Line_Advertising/EnglishLine_Advertising/Englishhttp://www.babylon.com/definition/Below_the_line_%28advertising%29/Englishhttp://www.mpl.net.pk/about.html http://www.piranagroup.comhttp://www.megaessays.com/viewpaper/70755.html

what are the advertising agencies?

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