Presentation on theme: "5/10/2015 Careers in Advertising The Ad-Mad World."— Presentation transcript:
5/10/2015 Careers in Advertising The Ad-Mad World
5/10/2015 Why should you opt for a Career in Advertising? Double-digit growthincreased internet & radio penetration value-added services like market research and media buying Double-digit growth, increased internet & radio penetration and the movement into value-added services like market research and media buying are adding fresh spunk to the advertising world. Rs. 13,200-crore industry grew at 14.1% over the calendar year ’05 double-digit growth for two years in a row The Rs. 13,200-crore industry is on the slow path of recovery from its slump at the beginning of the decade and grew at 14.1% over the calendar year ’05. In fact, the industry has seen double-digit growth for two years in a row. Looking beyond print and television, the internet as a medium has crossed Rs. 100 crore in advertising revenue; while radio advertising spends have crossed Rs. 300 crore.
5/10/2015 industry has now seen a lot of consolidation by global biggies Over time, mergers and acquisitions have become the norm in the ad industry in order to add value. What was once a fragmented, fractured industry has now seen a lot of consolidation by global biggies like the WPP group, Omnicom Group and Publicis Group. WPP has the largest presence in India, with agencies like JWT, O&M, Rediffusion DY&R, Grey India, Bates Enterprise and Equus Red Cell in its fold. more career prospects All this only means that there are more career prospects for you if you’re looking to join the industry. Why should you opt for a Career in Advertising?
5/10/2015 Industry Talk “The consumer’s world has to be tapped from a holistic angle. Advertising and marketing will have to be present where consumers are - it is as simple as that,” -Prasoon Joshi, Regional Creative Director, McCann Erickson. Advertisers are increasingly looking beyond the box. “ Advertisers are increasingly looking beyond the box. Digital media and online viral messaging are on the rise.” -Josy Paul, National Creative Director, David Clients must have the comfort of complete solutions the creative crowd that must sweat “ Clients must have the comfort of complete solutions, that’s all. Advertising still contributes over 90 per cent of any agency’s revenues. It’s the creative crowd that must sweat, for it means more workload.” -Santosh Sood, COO, Rediffusion DYR
5/10/2015 Fact file: Changing rules in the advertising world! Clients are increasingly looking for a one-stop communication solution Clients are increasingly looking for a one-stop communication solution, including direct marketing, event management and public relations. top 15 agencies accounting for 80 per cent of the billingConcentration in the industry is clearly visible, with the top 15 agencies accounting for 80 per cent of the billing and the balance 20 per cent being shared by a 100-odd agencies. opportunity clients will be from healthcare, insurance, financial services, dot.com, Internet and special communicationsSome of the opportunity clients will be from healthcare, insurance, financial services, dot.com, Internet and special communications.
5/10/2015 What is Advertising? An Introduction Advertising is the means of informing as well as influencing the general public to buy products or services through visual or oral messages. Some of the commonly used media for advertising are T.V., radio, websites, newspapers, magazines, billboards, hoardings etc. To put it simply, advertising is salesmanship. It can make the difference between business success and failure.
5/10/2015 Advertising agencies handle a broad range of marketing tasks requiring people with experience and ability in overall management and specialized skills. In all agencies, the jobs usually fall into four categories: Account Management Account Management Account Planning Account Planning Media (Planning and Buying) Media (Planning and Buying) Creative Creative Careers in Advertising
5/10/2015 Skill sets in Advertising [Executive] The Executive Department understands client needs, find new businesses and retains existing business, selects the appropriate media, analyses timing and placement of advertisements and negotiates the financial aspects of the deal.
5/10/2015 Skill sets for Advertising [Creative] The Creative Department creates advertisements, including the copy or text and the visual elements. It verbalizes and visualizes the specific need of the client.
5/10/2015 Advertising Education Path Education in India
5/10/2015 Tracing the Career Path in Advertising
5/10/2015 Tracing the Career Path in Account Management What is Account Management? link between the client and the agency responsible for meeting prospective clients and getting business for the company This department is the link between the client and the agency. This department is responsible for meeting prospective clients and getting business for the company
5/10/2015 Tracing the Career Path in Media Planning What is Media Planning? placing advertising where it will reach the right people at the right time and in the right place The media department of an advertising agency is responsible for placing advertising where it will reach the right people at the right time and in the right place and do so in a cost-effective way
5/10/2015 Levi’s Slim: Press - Gold; Runner-up - Grand Prix, 2006 Runner-up - Grand Prix, 2006 “In a category which depends on million-dollar photography to be different, here was a brave idea that stood out for being simply original — and rightly so, became India’s first ever Grand Prix runner-up. When compared to international ads, we only need to be more Indian, and need to spend more time on execution.” Senthil Kumar, associate VP & creative director, JWT Career path for Copywriters
5/10/2015 Lowe Lintas India Ltd. Leo Burnett India Contract Advertising Grey Worldwide Hakuhodo Percept JWT – J Walter Thompson India McCann-Erickson India Ltd. Ogilvy & Mather Ltd. Percept Advertising Ltd. Some Prominent Recruiters
5/10/2015 What merits do you see in recruiting from B- school campuses? well rounded, mature and understand all aspects of business MBA from a premier school is the repute of your degree You are at an even keel with the client, who is also usually an MBA. Well, people coming out of a formal MBA programme, especially if they have work experience, are well rounded, mature and understand all aspects of business. But, the other, probably greater, advantage of an MBA from a premier school is the repute of your degree. If you come out with a degree from IIM and you have a specialisation in marketing, you have a good starting point with the client. You are at an even keel with the client, who is also usually an MBA. These, I think, are the prima facie advantages. What are the areas for which the company hires MBAs? MBAs are primarily hired in client servicing across the organisation. Yes, they eventually grow into planners, but they are not taken in as planners at entry levels. Sujaya Banerjee, Senior VP – Human Resources, on the opportunities that Lowe-Lintas has to offer to management graduates. MBA’s in Advertising
5/10/2015 Which are the emerging areas in the Advertising industry? Brand Management Brand Management Promotional Marketing Promotional Marketing Image Consultancy Image Consultancy Event management Event management Result Marketing Result Marketing
5/10/2015 Brand Management the relevance of being different Top 5 Brands, Business Week Interbrand Ranking 2006 The future is in creating successful brands. As quoted by Ramanujam Sridhar, CEO, Brand.com, “ The future is in creating successful brands. Quickly. And while we have many successful examples behind us they are nothing compared to what lies ahead of us. The time to be different is now. ” Brands are built by advertising
5/10/2015 Tracing the Career Path in Brand Management "In the twenty-first century, branding will ultimately be the only differentiator between companies.Brand equity is now a key asset.“ "In the twenty-first century, branding will ultimately be the only differentiator between companies. Brand equity is now a key asset.“ - Fortune Magazine (in 1977)
5/10/2015 Promotional Marketing paying rich dividends The new age mantra is Promotional marketing that goes a step furhter into urging the customer to make that call….now! it’s the buzzword today. And looking at its popularity in the corporate circles, promotional marketing is here to stay. Marketers are increasingly using promotions to enter the mindset of the young. Marketers are increasingly using promotions to enter the mindset of the young. On the one hand, you’ve got Hindustan Lever approaching schools in order to explain the benefits of surf, while on the other hand you’ve Standard Chartered Bank organising career- counselling sessions for children.
5/10/2015 Event Management Every time when you saw a programme like 'Filmfare' awards or those pop concerts and beauty pageants you would have wondered how people managed to set up such brilliant shows. Every time when you saw a programme like 'Filmfare' awards or those pop concerts and beauty pageants you would have wondered how people managed to set up such brilliant shows. Every tiny detail from your entering the venue to your going out is a result of rigorous planning. Well…that's event management. One of the fastest and the most glamorous upcoming professions today, it does mean big money, but it also involves lots of discipline and meticulous planning to be in this profession. get the party going
5/10/2015 Image Consultant mirror mirror on the wall Image Consulting is the art of advising individuals and corporate professionals on image, appearance, etiquette, behavior and communication skills through individual image consultations, coaching, presentations, seminars and image workshops. Atul Kasbekar The most recent plunge into Image Consultancy is taken by Atul Kasbekar, the top lens man. He has launched a company- Corporate Image He has launched a company- Corporate Image, which will build ‘brand identities’ for high-rent corporate chieftains. Skills required for Image Consultancy: Skills required for Image Consultancy: Natural flair for style and color Interested in working with people and gain satisfaction from helping making a difference to their lives Excellent interpersonal skills Articulate and able to converse with all types of people
5/10/2015 Result Marketing what’s the outcome! Result Marketing is about using financial results of the company to grab more eyeballs & attention to the products. “Financial result ads are communication vehicles for the corporate brand,” he says. According to Nanda, Managing Director ANC, the company is a brand in itself, distinct from the product or service brands it may own. “Financial result ads are communication vehicles for the corporate brand,” he says. “Result ads offer a powerful tool to communicate how the company is doing.” -Madan Bahal, managing director, Adfactors
5/10/2015 Alternate Careers for Advertising professionals helps companies to build organizational and individual expertise in negotiating and maintaining relationships. A Relationship Manager helps companies to build organizational and individual expertise in negotiating and maintaining relationships. The communication manager creates, implement and oversee communications programs that effectively describe and promote the organization and its products. A Corporate Communications Manager has a profile similar to that of a Public Relation Officer. The communication manager creates, implement and oversee communications programs that effectively describe and promote the organization and its products. jobs involve the promotion of merchandise sales, by coordinating production and marketing and developing advertising, display, and sales strategies to increase retail sales. Merchandising jobs involve the promotion of merchandise sales, by coordinating production and marketing and developing advertising, display, and sales strategies to increase retail sales.
5/10/2015 The Ad Guru Prasoon Joshi Age: 37 years Started his Career as : Copywriter Education : MBA, IMT Ghaziabad Some of his achievements : - 2002 Abby Awards for the ‘Best Copywriter & the Best Ad Campaign’ - ‘Young Global Leader 2006’ by World Economic Forum Among his ads are Chloromint, Asian Paints, Cadbury, NDTV India, Pulse Polio Program, Close up, Bacardi, Ponds, “Thanda Matlab Coca Cola” etc. He is also acknowledged as a great lyricist by the Indian film Industry. He has received the Screen award for best lyrics from the film Hum Tum. Some of his best lyrics are- Sason ko sason mein in the movie Hum Tum Aab ke sawan aise baarse by Shuba Mudgal. Duba duba rehata hoon by Silk Route. “Behind every successful man there are lots of unsuccessful years”
5/10/2015 Age- 57 years Education- Graduated in Economics, Fergusson College Some of his Achievements -2003: Genesis voted the top production house by Brand Equity in a nationwide survey of agencies. -2005: the Distinctive Recognition Award, from Advertising Club at the 38th ABBY Awards. “To me, advertisements are like having children. You give birth to them and your full attention and focus; sometimes they turn out great, sometimes they turn out to be juvenile delinquents. You just have to give it your best.” Man with a flavor for life Prahlad Kakkar, CEO, Genesis The Ad Guru Prahlad Kakkar
5/10/2015 With ever increasing competition to attract more eyeballs to the product that a company sells, there is more than required need to have talented people in the industry who can take the challenge of creating brands & advertising a product by creating communication that connects with the consumer. So if you believe you have it in you, go take a PLUNGE!
5/10/2015 For further details on Advertising, refer to ‘Careers in Advertising’ HAPPY READING! Do not forget to mail your feedback to email@example.com@imsindia.com