ADVERTISING DEPATRMENT AGENCIES

DRAFTFCB +ULKABY SNEHAL OBHAN(20)

Was First locally-owned ad agency in India. Set up by the late Bal Mundkur and his

wife, Ann, on February 1, 1961. Seven people comprised the first team,

including R K Joshi, the father of modern typography in India.

FCB-Ulka can trace its lineage in India to Ulka Advertising, which was founded in 1961.

Origin - Ulka

Draftfcb is one of the largest global advertising agency networks.

FCB was the world's third oldest advertising agency.

It is owned by Interpublic group and was formed by the 2006 merger of Foote, Cone & Belding (FCB) and Draft.

merger of the two agencies, the origins of Draftfcb with the opening of Lord & Thomas ad agency, which later became Foote, Cone, & Belding.

Origin -Draftfcb

In February 1997, Foote Cone & Belding (FCB) acquired a 51 per cent stake in Ulka.

it was renamed FCB Ulka. In 2007, Draft Worldwide and FCB merged

globally to form DraftFCB. Soon after, DraftFCB acquired the remaining

stake and the name changed to Draftfcb Ulka. Draftfcb Ulka is a part of Draftfcb Worldwide the first global, fully integrated marketing

communication agency for the digital age to operate against a single P&L without any silos. 

Draftfcb + Ulka

Draftfcb Ulka is among the top three agency groups in India with 53 of its brands as category leaders.

FCB- Ulka made a smooth transition from a creative hot shop to a large mainstream agency.

one of the top three advertising agencies in the USA .

Ranks number 10 in the world with 188 offices in 102 countries

Over View

Brands built from scratch and nurtured over 25 years.

FCB-Ulka is seen as a turnaround specialist. 40% of our business comes from clients who

have trusted them for over two decades. service multiple agency accounts, they are the

lead agency. An agency that does brand building and more. fourth largest advertising, communications

and brand consultancy group in India, with an annual realization of close to Rs. 700 crore.

Over View

Draftfcb is a global network of 150 offices in 90 countries with 9,000 employees.

Main hubs are in the most important and fastest-growing markets

Includes Chicago, New York, London, Hamburg, Madrid, Sao Paulo, Johannesburg, Mumbai, Shanghai and Dubai.

Draftfcb is wholly owned by the Interpublic Group of Companies.

Network Distribution

Advertising Branding Strategic Planning Data Strategy and Analytics Digital Direct CRM

Core Competencies

Experiential Event/Sponsorship Media Planning and Buying Multicultural Retail Promotion Direct-to-Consumer Healthcare

Communications Professional Healthcare Communications Search

Core Competencies

Drives every aspect of their structure, culture and process.

No time to waste, no way to separate creativity from accountability.

All work with a common focus to bring to life the 6.5 Seconds That Matter with ideas that make consumers lean in

And engage with their clients' brands, ultimately providing version of R.O.I.—a Return on IdeasSM.

measure of success in terms of how they change the decision-making process in favor of clients in three key areas: Consumer Attitudes, Brand Metrics

most importantly, Sales.

6.5 Seconds That Matter SM - Key Strategy

6.5 Seconds That Matters is litmus test for generating great work.

Process that welds together creating and accountability to produce ideas that deliver a return, all within a short window of time.

Strategy – THE WHEEL

 commitment to create advertising that works in the market place.

Advertising that is noticeable. Advertising that is relevant to the potential

buyer, not necessarily the seller. Advertising that reflects the brands needs

and not the agency’s personality.

Creative Philosophy

Starts with a meeting to set up a clients business contest.

Assumptions are challenged. Hypotheses are explored. And success metrics for the bsiness

challenges are agreed upon.

Success Sessions

MAJOR CLIENTS BRANDS

TATA LIC WIPRO LTD ITC FOODS ITC LTD AMUL HCL CORPORATION LTD ABBOT AIR INDIA BAUSH &LOMB EYE CARE ZEE ENTERTEINMENT ENTERPRISES LTD KANSAI NEROLAC

Other Clients

Brands that were non-existent when FCB Ulka was assigned the business, but are today case studies in marketing and advertising. 

Santoor toilet soap, where research and focussed advertising saw sales grow four-fold against stiff competition from Levers and P&G brands. 

Indica V2, which took on the mighty Maruti and Hyundai to firmly establish itself as the leader in its class.

Efforts for its clients

Naukri.com was doing a study to understand its consumers better.

Ulka came up with an interesting strategic suggestion that the brand ought to launch an offering that is like a 'privilege card' for its premium consumers.

This was based on the insight that many job seekers in the premium segment weren't sure whether Naukri.com really had much to offer to them

It led to the launch of Naukri Premium, a part of the portal that caters specifically to the premium segment of job seekers, that is, people looking for jobs that offer above Rs 15 lakh CTC.

Client Review’s

For Manish Kalra, head, marketing, Makemytrip.com, it is the fact that Ulka's senior leadership comes up with a lot of business-related solutions that sets them apart.

"They understand the business problem first, see what the marketing objective is, and then get into a 'solution-approach'.

This is different from any other agency I have worked with in the past,"

Client Review’s

Zee values Ulka's research-led inputs and insights that help the channel churn out frequent on-air as well as off-air promos and communication.

ZEE applauds Ulka's contribution that led to differentiated communication for Zee's recent re-branding.

As well as for the shows Betiyann (in 2006-07) and more recently Punar Vivah.

"Ulka is also our strategy agency. They do a lot of 'Consumer Speak' with us Ulka has played a sizeable role in helping Zee

understand how consumers across different population strata are changing over the years.

Client Review’s

Kmart switched its $740 million account from Grey New York to Draftfcb Chicago without a pitch in April 2007.

Kmart's chief marketing officer, Bill Stewart said: "Grey has been a good partner over the years, but we feel Draftfcb is uniquely qualified to assist our needs right now."

Client Review’s

Account won: ICICI Credit Cards, Hero Moto Scooters, SnapDeal.com, Nerolac Paints, Unza Enchanteur, Paragon Bags, Shiksha.com and Ambience Mall  

Account lost:  S C Johnson (Global realignment)

Accounts

Media ABBY 2012-Silver-Youth Marketing Coca Cola2012

Media ABBY 2012-Bronze-Best Use of Sponsorships Thums Up2012

Media ABBY 2012-Silver-Best Use of SponsorshipsAmul2012

Media ABBY 2011-Silver-Best Use of Branded Content Nestle Kit Kat2011

Olive Crown Awards 2011-Silver-‘Out of Home’ Zee Entertainment2011

Gold Emvie ’10-Gold-RAM Award For The Radio Innovation Tata Docomo2010

Gold Emvie ’10-Gold-Best Media Innovation – Radio Tata Docomo2010

Gold Emvie ’10-Gold-Best Media Strategy- Services TATA DOCOMO - CREATE!2010

Gold Emvie ’10-Gold-Best Media Strategy- Consumer Garnier Light Eye Roll On2010

Awards

THANK YOU