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.
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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.
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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
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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
