Table of Content
ADVERTISING.......................................................................................................................................3 INDUSTRY SNAPSHOT............................................................................................................................4 NATURE OF THE INDUSTRY...................................................................................................................5 MEDIA....................................................................................................................................................7 IN-FILM ADVERTISING............................................................................................................................9 WORK ENVIRONMENT ........................................................................................................................10 PERSONAL CHARACTERISTICS..............................................................................................................11 EMPLOYMENT AVENUES......................................................................................................................12 PU LIC SERVICE ADVERTISING............................................................................................................12 REGULATION........................................................................................................................................1! Copyright.......................................................................................................................................14 ADVERTISING AGENCY...................................................................................................................15 HISTORY OF AD AGENCY.....................................................................................................................17 ADVERTISING PROCESS.......................................................................................................................19 TYPICAL WORK FLOW IN AGENCY.......................................................................................................19 TYPES OF ADVERTISING AGENCIES......................................................................................................20 THE FUNCTIONS OF AN ADVERTISING AGENCY"...................................................................................2! THE ENEFITS OF USING AN ADVERTISING AGENCY..........................................................................2! ADVERTISING AGENCY#S ROLE...........................................................................................................24 SERVICES OFFERED BY AD AGENCY..........................................................................................25 DEPARTMENTS PERSONNE!.....................................................................................................2" ACCOUNT SERVICES $ ACCOUNT MANAGEMENT ...............................................................................2% Account planner / Director............................................................................................................28 Account Supervisor........................................................................................................................29 Account executives ........................................................................................................................29 CREATIVE DEPARTMENT......................................................................................................................!0 Art Directors..................................................................................................................................30 Copy riter.....................................................................................................................................31 DIGITAL STUDIO .................................................................................................................................!& D!" Artist......................................................................................................................................3# $isuali%er.......................................................................................................................................3# MEDIA DEPARTMENT...........................................................................................................................!7 &'(C!)*(S *& !+, -,D)A D,"A.!-,(!...........................................................................3/ MARKETING RESEARCH DEPARTMENT................................................................................................!9 CREATIVE SERVICES DEPARTMENT.....................................................................................................40 EVENT MANAGEMENT AND PROMOTION DEPARTMENT......................................................................40 TRAFFIC MANAGER 'SYSTEM ADMINISTRATOR(..................................................................................40 RADIO ) TV ROADCAST PRODUCTION DEPARTMENT .....................................................................41 PRINT PRODUCTION DEPARTMENT......................................................................................................42 AGENCY PERSONNE!.......................................................................................................................#3 PRODUCTION TEAM.............................................................................................................................4! STORY OARD ARTIST...........................................................................................................................4! GRAPHIC DESIGNER.............................................................................................................................44 ADVERTISING INTERNS........................................................................................................................45 $OB POSITIONS AND EARNINGS...................................................................................................#% AGENCY COMPENSATION..............................................................................................................#& IMPACT OF TEC'NO!OGY ON ADVERTISING ........................................................................#" COMMON SOFTWARE USED Y AD AGENCY.........................................................................................49 ADO E PHOTOSHOP.............................................................................................................................50 *UARK+PRESS....................................................................................................................................50
1
AUTODESK MAYA...............................................................................................................................51 ADO E FLASH......................................................................................................................................52 CORELDRAW......................................................................................................................................5! COMPUTER-AIDED DESIGN 'CAD(.......................................................................................................54 FAMO(S ADVERTISING AGENCIES IN )OR!D.......................................................................55 OGI!VY MAT'ER INDIA ............................................................................................................5% OVERVIEW ..........................................................................................................................................5& NETWORK............................................................................................................................................57 KEY PEOPLE.........................................................................................................................................5% SERVICES OFFERED..............................................................................................................................5% MA,OR CLIENTS...................................................................................................................................59 INDIAN AD !EGENDS........................................................................................................................%* !ARGE VS. SMA!! AGENCIES.......................................................................................................%# )OR+FORCE FOR AD AGENCY....................................................................................................%5 ST(DY , TRAINING ADVANCEMENT.......................................................................................%% COURSES $ INSTITUTIONS.....................................................................................................................&% F(T(RE.................................................................................................................................................&* OUTLOOK.............................................................................................................................................71 MYT'AN AGENCY A!)AYS 'E!PS TO SE!! A PROD(CT..............................................................&2 CASE ST(DY........................................................................................................................................&3 ADVERTISING CREATIVE ..............................................................................................................&& CONC!(SION.......................................................................................................................................&" BIB!IOGRAP'Y )EB!IOGRAPY..............................................................................................&.
2
A/0e1t232n4
A/0e1t232n4- ./0/12334 56/2780.- 85 9:/ 61;5- 5/1?8@/5@; 8>/25- A5A2334 6/1=;1 B4 20 8>/098=8/> 56;05;1. M217/9/15 5// 2>?/198580. 25 6219 ;= 20 ;?/1233 61;/2 ;1 /?/0 2 5/1?8@/. T:/ @;0@/69 ;= 2>?/198580. :25 255A 2 >402/> 9; 29912@9- 8=4- @:20./ 20> 80=3A/0@/5 6AB38@ ;6808;0. F1;< 9:/ 3;@23 BA580/55 9; 233 0//> 9; 2>?/1985/. W:83/ 6;3898@8205- 5;@823 ;1.208E298;05- .;?/10 9; 2>?/1985/ 9:/81 ?/1985/> 9:1;A.: 912>/ /C:8B898;05. L29/34 B833 @81@A3298;0- 56/@823 ;==/15 :2?/ B/@;?/198580.. T:/1/ 21/ D80>;D >8563245- >856324 ;0 9/3/6:;0/ >81/@9;18/5- 9120589 58.0 ;0 BA5/5- 32?/198580. 9:1;A.: 9:/ /3/@91;08@ 82 :25 B//0 6/1:265 9:/ 61;>A@9 @:212@9/15 21/ @1/29/> 9; @29@: 9:/ 299/098;0 ;= 9:/ ?8/D/15. M;59 D80080. 2>?/1985/ /0@;?/1985/M/>82 D:8@: 61;?8>/5 9:/ 8A< =;1 2>?/198580. 20> A>-2./0@4 D:8@: @1/29/5 9:/ 2> 9; 5A89 9:/ 0//> ;= 9:/ =81 2./0@8/5 ?214 80 9:/ 58E/ 20> 9A10;?/1. N/?/19:/3/55 9:/ 61;@/55 ;= @1/2980. 20 2> 1/?/198580. :25 B//0 9; 9:/ 9A0/ ;= R5 %000 @1;1/5 20> 9:/ =8.A1/ @;A3> B/ :8.:/1. USA :25 61;F/@9/> 82 56/0>80. ;0 2>?/198580. ;0 9:/ 0/9 9; 2661;C8?/198580. 61;=/558;0235 @/1928034 5:;D5 20 A6D21> 91/0>.
Industry Snapshot
A@@;1>80. 9:/ Advertising Age's 2002 A./0@4 R/6;19- 9:/ D;13>#5 58C 321./59 2>?/198580. 2./0@8/5 2@@;A09/> =;1 ;?/1 &5 6/1@/09 ;= H!9.2% B8338;0 56/09 ;0 2>?/198580. D;13>D8>/ 80 2001. A9 9:/ 2>?/198580. 80>A5914 :25 5A==/1/> >A180. 9:/ =8159 4/215 ;= 9:/ 20005. T:/ /@;0;/@380/ 618;1 9; 20> /C2@/1B29/> B4 9:/ 9/11;1859 2992@75 ;= S/69/ B4 9:/ ;0.;80. @;0=38@9 D89: I12G. A5 20 80>8@29;1 ;= 9:/ 5;=9/0/> >/ =;1 2>?/198580. 5/1?8@/5- 2>?/198580. 2./0@4 /?/198580. 8;- 20> ?8>/;. T:/ 5/@;0> 85 9:/ 59129/.8@ 632@/ @1/298?/ 61;>A@9 80 ?218;A5 82 ;A93/95- 5A@: 25 6/18;>8@235- 0/D5626/15- 12>8;- 20> 9/3/?858;0. A>?/198580. 2./0@8/5 @20 B/ =;A0> 9:1;A.:;A9 9:/ U089/> S929/5- D89: 9:/ .1/29/59 6/1@/092./ 3;@29/> 80 321./ @898/5. M204 :2?/ :/2>GA219/15 80 N/D Y;17 20> =8/3> ;==8@/5 80 C:8@2.;- L;5 A0./3/5- S20 F120@85@;- A932092- D/91;89- 20> ;9:/1 A5914 85 2@9A2334 61/>;- >8?/158=8/> 5/1?8@/5- D83380.0/55 9; 2@@; 20 /091/61/0/A1823 29989A>/ =;1 9:/ 5A@@/55 ;= 5?/198580. BA>./95 1/=3/@9 9:85 5:8=9- D89: 2>>898;023 >;33215 B/80. /21 =;1 6;809-;=-523/ 61; 2 81/@9 6AB38@ 1/3298;05 5/1?8@/5 80>A5914 61/621/ 2>?/1985/ >/58.0 @2/5 82 1/61/5/09298?/5I=81?/198580. 562@/ =;1 6AB38@298;05- 12>8;- 9/3/?858;020> 9:/ I09/10/9K >856324 2>?/1985/15IBA580/55/5 /0.2./> 80 @1/2980. 20> >/58.080. 6AB38@ >856324 2>5 =;1 A5/ 80 5:;6680. 5- ;1 80 58 >81/@9 ?/1985/15. A =81< 9:29 6A1@:25/5 2>?/198580. 98A5914. T:/1/ 85 2 B;>4 @233/> A>?/198580. S920>21>5 C;A0@83 ;= I0>82 'ASCI(- D:8@: 3;;75 29 855A/5 6/1928080. 9; 1/.A3298;0 ;= 2>?/198580..T:/ 2>?/198580. ;= @;091;?/15823 61;>A@95 5A@: 25 824a1ette3 20> 8on/o63 85 5ABF/@9 9; .;?/10 B4 32D 80 I0>82 20> P2785920 9; >856324 3tat:to1= 9a1n2n43 @2A98;080. @;05A5 ;= 9:/81 61;>A@95. S;/ 855A/5 ;= ;9:/1 6/1=;1- 80 5;8@98;05- 80>A591823 >/58.05. C;6418.:9 32D @;?/15 ;034 9:/ 62198@A321 =;1< ;1 /25 ;1 80=;1 ;1 809/0>/> 9; @;?/1 9:/ 2@9A23 8>/2- @;0@/695- =2@95- 5943/5- ;1 9/@:08GA/5 D:8@: 80 ;1 1/61/5/09/> B4 9:/ @;6418.:9 D;17. S/?/123 /C@3A58?/ 18.:95 9468@2334 2992@: 9; 9:/ :;3>/1 ;= 2 @;6418.:9" • • • • • 9; 61;>A@/ @;68/5 ;1 1/61;>A@98;05 ;= 9:/ D;17 20> 9; 5/33 9:;5/ @;68/5 '80@3A>80.- 9468@2334- /3/@91;08@ @;68/5( 9; 8/18?298?/ D;175 'D;175 9:29 2>269 9:/ ;18.8023 D;17( 9; 6/1=;1< ;1 >856324 9:/ D;17 6AB38@34 9; 5/33 ;1 2558.0 9:/5/ 18.:95 9; ;9:/15 A> 2./0@4 85 5A66;5/> 9; =;33;D 9:/ 1A3/5 20> 1/.A3298;05 ;= @;6418.:9 32D5 D:83/ @1/298?/ 2>5 =;1 204 61;>A@9 9:/4 =1;< 5;?/198580. 85 2 :8.:34 57833/> F;B. I9 1/GA81/5 9:/ 806A95 ;= /C6/195 80 8==/1/09 =8/3>5 387/ D189/15- 2198595- 6:;9;.126:/15- >/58.0/159/3/?858;0 61;>A@98;0 @1/D5 20> ?/1985/15 @200;9 2==;1> 9; / 9:1;A.: 20 2>?/198580. 2./0@4 D:8@: 61;?8>/5 9:/ 0/@/55214 57833 9; 9A10 9:/ ?/198580. @2?/198580. 2./0@8/5. A>?/198580. 2./0@4 85 ;0/ ;= 9:/ 2 58.08=8@209 1;3/ 80 9:/ >/?/3;6?/198580.. T:/ 2>?/198580. 2./0@4 :25 /?;3?/> 9; 61;?8>/ 9:/ 56/@8238E/> 70;D3/>./- 578335 20> /C6/18/0@/ 0//>/> 9; 61;>A@/ /==/@98?/ 2>?/198580. @2/5 2 GA23894 120./ ;= 5/1?8@/ .1/29/1 9:20 204 580.3/ 2>?/1985/1 @;A3> 2==;1> ;1 D;A3> 0//> 9; /?/198580. 2./0@4 85 2 =81< 9:29 56/@8238E/5 80 9:/ @1/298;0- >/58.0 20> 632@/?/1985/ 80 9:/ 6320080. 20> /C/@A98;0 ;= 61; 5/1?8@/5 ;= 9:/81 @38/095. T:/ A55;@8298;0 ;= A>?/198580. A./0@8/5 ;= A;E/05 129:/1 9:20 :A0>1/>5(. A0> @;A5914- :;D/?/1- 85 @;05920934 ;0 9:/ 3;;7
15
;A9 =;1 57833/>- B18.:9- 2198@A329/- @1/298?/ 20> 6/15;02B3/ D;/> />A@298;0 20> 2 .;;> BA580/55 5/05/. A0 a/0e1t232n4 a4en8= ;1 a/ a4en8= 85 2 5/1?8@/ BA580/55 >/>8@29/> 9; @1/2980.- 6320080. 20> :20>380. 2>?/198580. '20> 5; 61;?8>/5 20 ;A958>/ 6;809 ;= ?8/D 9; 9:/ /==;19 ;= 5/3380. 9:/ @38/09#5 61;>A@95 ;1 5/1?8@/5. A0 2./0@4 @20 235; :20>3/ ;?/1233 B120>80. 59129/.8/5 20> 523/5 61; 2./0@4 8l2ent3 2n8l:/e BA580/55/5 20> @;16;1298;05- 0;0-61;=89 ;1.208E298;05 20> .;?/10A@/ 580.3/ 2>5 ;1- 20 2>?/198580. @2?/198580. 2./0@4 ;0 1/@;1> 80 9:/ US D25 Olne= B. Pal6e1. I0 1%41- P23 2 0/D5626/1 2>?/198580. 20> 5AB5@18698;0 2./0@4. 4 1%49 :/ :2> /592B385:/> ;==8@/5 80 9:/ @898/5 ;= N/D Y;17- ;59;0- 2398 P:832>/36:82. A9 9:85 /2134 =29/- 9:/1/ D/1/ 0; >81/@98;05 ;= 0/D5626/15 20> 0; 6AB385:/> 129/5 =;1 562@/ 9; B/ 5;3> 9; 2>?/1985/15. P23 25 20 80=;1 25 2 523/5 9:/4 80 9A10- .2?/ :8< 2 @; 2>?/1985/15- D85:80. 9; 1/2@: ?23A/ 80 5A@: 5/1?8@/. C;- 20> 9:/ A5A23 618@/ @A9980. ;@@A11/>. SA@@/55 5// 9; >/6/0> A6;0 ;0/L5 2B83894 9; B21.280 D89: 9:/ 6AB385:/1 20> 2>?/1985/1. T:/ 029A123 1/5A39 ;= 9:85 6;38@4 D25 2 ./0/123 1/>A@98;0 80 61;=895 9; 9:/ 2./0@4K 9:85 3/> 9; 2 5/21@: =;1 0/D @; 1/9A10 2 61;=89.
2. )5ole3al2n4 Pe12o/ 1"%5 @ 1""* G/;1./ P. R;D/33- D:; ;6/0/> 20 2./0@4 80 1%&5- 5A6638/> 9:/ 0/D @; D89: 100 0/D5626/15 9; 5/33 :8< 2 @;3A- 9:/ 2./09 @;0980A/> 25 2 5/33/1 ;= 562@/ =;1 6AB385:/15. T:85 9;;7 ;0 >8==/1/09 =;1/?/3;6/> 2 @;091;33/> 3859 ;= 1/38.8;A5 626/15- 20;9:/1 2 OL859 ;= T:81594P :;A5/:;3> ?/1985/1 D85:80. 9; BA4 562@/ 80 9:/ @;091;33/> 6AB38@298;05 D25 =;1@/> 9; BA4 9:1;A.: 9:/ /C@3A58?/ D:;3/523/1 =;1 9:29 626/1.
17
3. Se62 Se1028e Pe12o/ 1""* @ 1.1& T:/ D:;3/52380. 6:25/ ;= 2./0@4 D;17 D25 @:/@7/> D:/0 6AB385:/15 B/.20 9; /592B385: 9:/81 ;D0 523/5 >/621981/@9 9; 9:/ 2>?/1985/1- ;9:/15 9; 9:/ ./0/123 2>?/198580. 2./0@4. T:A5- 9:/ 2./0@4 D25 =;1@/> 9; 9A10 895 299/098;0 5; 9;D21> 9:/ =A0@98;0 ;= BA480. 562@/ =;1 9:/ 2>?/1985/1. E2134 80 9:/ 5/ 2./0@8/5 ;==/1/> 9; D189/ 9:/ @;64 =;1 9:/ 2>?/1985/1- 9:A5 .8?80. 2>>/> D/8.:9 9; 9:/81 @328< ;= B/80. 5/1?2095 ;= 9:/ 2>?/1985/1. T:85 @;0@/69 ;= 5/1?8@/ D25 53;D 9; >/?/3;6K BA9 80 9:/ /2134 6219 ;= 9:/ 20 9: @/09A142./0@8/5 B/.20 9; /?/1985/> 9:29 89 628> H2%-000 2 4/21 =;1 2 @;64D189/1. T:/5/ 5 80@1/25/> 9:/ 2./0@4 BA580/55 20> =;1@/> .1;D0 A0983 0;9 ;034 D25 @;64D18980. >;0/ =;1 9:/ 2>?/1985/1 BA9 - ?/198580. 20> ?/1985/1. T:/ 5/1?8@/ /3/ 9:/ 6;5898;0 ;= 2./0@8/5 9; 5A@: 2 >/.1// 9:29 12>8; 20> 9/3/?858;0- 0/9D;17 20> A6;0 9:/< 25 9:/ 618. PAB385:/15 @328< 9; :2?/ :2> 20 8?/1985/1. 4 61;?8>80. 2>?/1985/15 D89: 9:/ 780> ;= 25585920@/ 9:29 D833 8?/198580.- .
1%
!dvertising Process
W:/0 61/62180. 4;A1 5/21@: 61;6;523- 4;A 5:;A3> 927/ 809; 2@@;A09 9:29 9:/ O3/2>-80P 98/> 9; 632@/ 20 2> @20 ?214 204D:/1/ =1;< >245 9; /6/0>80. ;0 9:/ 6AB38@298;0. Y;A 5:;A3> 6320 9; :2?/ 4;A1 2> 2661;?/> 20> 20 /598;0/ 29 3/259 ;0/ 29/ D:/0 4;A D209 9:/ 2> 9; B/ 6AB385:/>. T:/ 2>?/198580. 61;@/55 =;1 61;=/558;023 592== 20> =2@A394 6;5898;05 80?;3?/5 =8?/ B258@ 59/65" 1. W18980. 20 A> 2. G/9980. A661;?23 =;1 9:/ T/C9 ;= 9:/ A> !. E598 4. P32@80. A>5 ) P;5980. A00;A0@/5
"ypical #ork flo# in agency STAGE
18/=80. S92./ • • • • • • • • • • • • • • •
)OR+ PERFORMED AT STAGE
18/=80. =1;< 9:/ @38/09 I09/1023 B18/=80. 9; 9:/ @1/298?/ 20> 82 A04 1/5/21@: B18/=80. 8= 1/GA81/> A> @2 82 6320 >/?/3;6 =80238E298;0 P1/5/09298;0 9; @38/09 20> 2661;?235 A04 61/-9/5980. 8= 1/GA81/> A>./9 20> /598A@98;0 ;= =835- @;3329/1235 M/>82 S@:/>A380. 20> 82 B;;780. A33 1/3/25/ 2661;?235 =;1 @1/298?/ ) 82 M29/1823 >85629@: 9; 82 M/>82 1/3/25/ 83380. 20> @;33/@98;0
C1/298;0 S92./
P1;>A@98;0 S92./
P;59 P1;>A@98;0 S92./
19
"ypes of advertising agencies
A> 2./0@8/5 @;8/5 5A../59 9:29 B;9: SEO 20> SEM 21/ 5/9 9; ;A962@/ 80. 80 9:/ 0/C9 !-5 4/215. N;9 233 2>?/198580. 85 @1/29/> B4 2./0@8/5. C; 6320 9:/81 ;D0 2>?/198580. 21/ 528> 9; >; 9:/81 D;17 in house. T;>24 3ele8t2on ;= 2>-2./0@4 85 ?/14 >8==8@A39. T:/ 2>?/1985/1 5:;A3> 9:/ 2./0@4 B/59 GA238=8/> 9; 61;?8>/ 1/GA81/> 20> /==/@98?/ 5/1?8@/5 21/ 5/3/@9/>. S;?/1985/1 3/ /==/@98?/34 9:/ ?218;A5 61;>A@9 380/5. F;33;D80. 21/ 6a7o1 t=;e3 ;= 2>?/198580. 2./0@8/5 9:29 21/ @A11/0934 5/1?80. 9:/ 2>?/198580. 80>A5914.
F:ll Se1028e A4en82e3 A =A33 5/1?8@/ 2> 2./0@4 85 ;0/ 9:29 61;?8>/5 2 120./ ;= /5 5/1?8@/5 9:29 21/ >81/@934 1/329/> 9; 2>?/198580. 5A@: 25 @;64D18980.- 219D;17- 61;>A@98;0 ;= 2>5- 82 6320080. /9@. I9 235; 61;?8>/5 5A@: 5/1?8@/5 80 1/56/@9 ;= [email protected] >85918BA98;0- [email protected] 61;>A@9 >/58.0 /9@.
20
Mo/:la1 a4en82e3 A A321 2./0@4 85 2 =A33 5/1?8@/ 2./0@4 9:29 5/335 895 5/1?8@/5 ;0 2 68/@/ ?/1985/1 ?/198580. 9:29 20;9:/1 2./0@4 :25 >/?/3;6/>. F//5 21/ @:21./> =;1 2@9A23 D;17 A0>/1927/0. In 'o:3e a4en82e3 T:;5/ @;?/198580.- :2?/ 9:/81 ;D0 80-:;A5/ 2./0@4. T:85 946/ 85 ;D0/> @;?/1985/1. I9 6/1=;1?/198580. 2./0@4 D;A3> 6/1=;1< 20> 9:29L5 D:4 5;?/198580. >/6219?/1985/1. H;D/?/1- 9:/ >8==/1/0@/ B/9D//0 20 80-:;A5/ 2./0@4 20> 20 2>?/198580. >/6219/1927/ 9; 5/1?/ 5/?/123 ;9:/1 @38/095- 8= 9:/ ;D0/1 5; >/581/5- BA9 20 2>?/198580. >/6219/1927/5 9:29 D;17 ;= 895 ;D0/1 20> 0;9 ;= ;A958>/ @38/095. S/@;0>34 20 2>?/198580. >/6219 =2@83898/5- D:8@: 20 80-:;A5/ 2./0@4 D;A3> 6;55/5. I0:;A5/ 2./0@4 0;9 ;034 61;?8>/5 @;091;3 ;?/1 2>?/198580. 5@:/>A3/ 20> @;595- BA9 235; ;==/15 @;0?/08/0@/ =;1 895 ;D0/1- B/@2A5/ 89 85 FA59 2?2832B3/ 80 9:/ 5280. 25 9:29 ;= 9:/ :/2> ;==8@/ ;= 2>?/1985/1. SA@: 80-:;A5/ 2./0@4 235; B/0/=895 9:/ ;D0/1 25 89 @20 B180. 1/?/0A/ 9:1;A.: 2./0@4 @; B4 D24 ;= =//5 9:29 21/ @;33/@9/> =1;< ;A958>/ 62198/5 =;1 A0>/192780. 9:/81 2>?/198580. D;17. SA@: 1/?/0A/ 80@1/25/5 9:/ =A0>5 20> 61;=895 ;= 9:/ @;?/1985/1 :20>3/5 9:/ 9;923 2./0@4 =A0@98;05 B4 BA480. 5/1?8@/ A089 9; BA4 98 632@/ 9:/ 2>5. SA@: 20 I0-:;A5/ 2./0@4 85 20 2>/58.080. 20> ;;1. Y;A :2?/ 9; 5//7 a 85annel of 8o66:n28at2on. A/ a4en8= nee/ to 8on32/e1B fo1 eCa6;le• • • • • • • • • • F;1 D:;< 85 9:/ 61;>A@9 ;1 5/1?8@/ >/58.0/>Q W:; D;A3> A5/ 89Q W:; 85 9:/ J921./9 .1;A6JQ W:29#5 56/@823 2B;A9 9:/ 61;>A@9Q I0 D:29 D24 85 89 >85980@9Q U08GA/Q D8==/1/09Q W:29#5 895 J6;5898;0J 80 1/3298;0 9; ;9:/1 58A@95Q W:29 >; 4;A D209 9; @;0?/4 9; 9:/ 6AB38@ 2B;A9 4;A1 61;>A@9Q H;D 5:;A3> 4;A1 @; 89 A5/Q R2>8;Q TVQ N/D5626/15Q M2.2E80/5Q 833B;21>5Q A5$5ABD24 2>5Q D81/@9 4;A1 @; 61;>A@/ 61;>A@95 ;1 ;==/1 5/1?8@/5 32@7 9:/5/ 56/@8=8@ @262B83898/5. T:85 85 D:/1/ 2>?/198580. 2./0@8/5 =89 80. A>?/198580. 2./0@8/5 /C859 9; :/36 @;?/198580. 80?;3?/5 @;058>/12B3/ 56/@8238E/> 70;D3/>./ 20> /C6/1985/ • • • abo:t ;eo;le - 9:/81 809/1/595- 61/=/1/0@/5- 0//>5- D2095- 38=/5943/5/C6/@9298;05 abo:t 6e/2a - 9:/81 1/2@:- 9:/81 /==/@98?/0/55- 9:/81 56/@8=8@ 266/23 abo:t t5e 8o6;an= an/ 2t3 ;1o/:8t R 20> 2B;A9 @;A@95
24
Se1028e3 offe1e/ b= a/ a4en8=
Total A/0e1t232n4 Se1028e3 S9129/.8@ 6320080.- @1/298?/ >/?/3;6 82 5/1?8@/5 =;1 2>?/198580.62198@A32134 80 9/3/?858;0- 0/D5626/15- 12>8;K 61;?8>80. 9:/ B/59 @1/298?/ >/58.0/> 9; @269A1/ 9:/ 880. 523/5 61; @A59; S/21@: E0.80/ O698 20> /-61; @25980. 20> ;9:/1 18.:95- 20> 9:/ 61;>A@98;0 20> 2./0@4 9; 9:/81 @38/095. T:/4 A0>/15920> 523/5 20> 2>?/198580. 61;B3/ 2>>1/55 9:/ @38/09L5 0//> 9; 9:/ 2>?/198580. 2661;2@:. I0 a/0e1t232n4 GT5e a88o:ntH 23 t5e 8l2ent . T:/ BA580/55 ;= /2@: @38/09 D89: 9:/ 2./0@4 85 1/=/11/> 9; 25 20 2@@;A09. A0 2> 2./0@4 :20>3/5 2558.0 2./0@4 D89: 9:/ A@@;A09 EC/@A98?/ 29 9:/ :/2> ;= 9/2 85 /. W89: 9:85 [email protected];A0> 80=;112=9 B18/= D89: 1/@; 9; 9:/ @38/09 B4 9:/ A@@;A09 EC/@A98?/. T:/ B18/= 20> BA>./9 21/ >85@A55/> 20> 2=9/1 =80238E298;0 ;= D;17. T:/ A@@;A09 EC/@A98?/ /5 20> @;;1>8029/5 9:/ 2@98?898/5 5; 9:29 >/2>380/5 21/ 9:/ @38/09L5 /C6/@9298;05 B/@;5 2 3;9 ;= 9829/> ;0 9:/ 61;.1/55. T:/ A./0@4L5 D81/@9;1 9;; :25 9; B/ 7/69 80=;1. T:85 85 >;0/ >81/@934 80 5?/198580. 2./0@8/5 A5A2334 =;1< 9:/81 8o;=912te13 20> a1t /21e8to13 809; @1/298?/ 9/2 219 >81/@9;15 :2?/ 9:/ D;1> J219J;0/ >;/5 0;9 0/@/5521834 D189/ 9:/ D;1>5 20> 9:/ ;9:/1 >12D 9:/ 68@9A1/5K 9:/4 B;9: ./0/129/ @1/298?/ 8>/25 9; 1/61/5/09 9:/ 61;6;5898;0 '9:/ 2>?/1985/A@98;0 59A>8;5 9; >/?/3;6 20> 8/621981/@9;1 20> @;64D189/15. T:/5/ 6;5898;05 20> 2> 2./0@4 85 /C63280/> B/3;D.
A1t D21e8to13
A19 D81/@9;15 80 A>?/198580. 21/0#9 0/@/5521834 9:/ :/2> ;= 20 A19 D/6219 61;>A@9 :25 9:/ 52 =//3 25 9:/ ;18.8023 @;0@/69. T:/ @;64D189/1 :25 A398A@9#5 ?/1B23 20> 9/C9A23 @;09/09- 20> B;9: 21/ 1/56;058B3/ =;1 @; 6/15A258?/ 8>/25. D/6/0>80. ;0 9:/ @;/58.029/> =;1 ;0/ ;1 9:/ ;9:/1- =;1 805920@/- 20 219 >81/@9;1 80. 20> 2 @;64D189/1 81/@9;15 /58.0/15- 8/?/3;6/15 20> 61;>A@98;0 2198595. I0 2 581/@9;1 81/@9;15 81/@9;15 80 2 5/08;1$FA08;1 219 >81/@9;1 1/3298;05:86.
Co;=912te1
A @;64D189/1 85 2 6/15;0 D:; D189/5 9/C9- ;1 @;64- =;1 @38/095. M;59 @;64D189/15 D;17 80 2>?/198580. ;1 A@80. @;64 9:29#5 809/0>/> 9; 6/15A2>/ 2 1/2>/1 9; BA4 2 61;>A@9 ;1 5/1?8@/ ;1 ;9:/1D85/ 927/ 2@98;0. C;64D18980. 80?;3?/5 61;?8>80. D;1>5- D:8@: 21/ 1/2> ;1 :/21> 80 2>?/1985//9283/> 9/C9 =;1 @2923;.A/5- B1;@:A1/5- 3/2=3/95 20> F;A10235. C;64D18980. 235; 927/5 9:/ =;1< ;= 5@1869 =;1 9/3/?858;0 20> =83< @; 8>/25 9; 61809 2>5- @2923;.5- B833B;21>5@;?/198580. 82. U3985 ;= 2>5 20> 82 2 @;64D189/1 D833 D;17 80 >/6/0> ;0 :85 ;1 :/1 ;D0 80@380298;0 20> D:29 @38/095 257 =;1. A @;64D189/1 ;=9/0 D;175 25 6219 ;= 20 2>?/198580. 9/2 2>?/198580. >/621981/@9;15. T:/ @;64D189/1 :25 A3985 ?/1B23 20> 9/C9A23 @;09/09- 9:/ 219 >81/@9;1 :25 A398 266/23- 20> B;9: 21/ 1/56;058B3/ =;1 @;/25. C;64D189/1 20> ?85A23 219 D;17 .; :20> 80 :20> 20> 9:85 85 9:/ D;17 D:8@: .;/5 ;0 80 9:/ 2./0@4L5 @1/298?/ >/6219?/1985/ 80=;1A@9=;33;D/> B4 >85@A558;05 D89: 9:/ 2@@;A09 63200/1- 23;0. D89: 1/5/21@: 6/1:265 2 /6219 A0>/15920>80. 9:/ 20> 0//>5 ;= 9:/ 921./9 2A>8/0@/ 20> 9:/ @:212@9/18598@5 ;= 9:/ 61;>A@9. T:/4 /098=4 D:29 89 85 9:29 D;A3> 9:/ 61;>A@9 B/80. 61;. T:/ A19 D81/@9;1 20> 9:/ C;64D189/1 9;./9:/1 9:/0 D;17 ;0 20 8>/2 9:29 5:;A3> @29@: 9:/ 299/098;0 ;= 9:/ 6AB38@ 20> 6A9 9:/ 5/3380. 6;809 ;= 9:/ 61;>A@9 2@1;55K 5 21/ >85@21>/>- 1/80@21029/> 20> @1/29/>. T:/ =8023 61;>A@9 85 2 9/2< /==;19 ;= 9:/ C;64D189/1 20> A19 >81/@9;1 D89: /2@: ;9:/1 :2?80. 5A../59/> 239/1298;05 9; 9:/ ;9:/1. T:/ 81/@9;1 D:; 80 9A10 12D80.5 21/ 9:/0 61;>A@/> 20> 5:;D0 9; 9:/ @38/09. O0@/ 9:/ @38/09 2@@/695 9:/ @;0@/69 20> 324;A9 85 8=8/> 20> 9:/ >/92835 =833/> 80. T:/ >/58.0 20> @;64 85 5/09 9; 9:/ 61;>A@98;0 9/2< =;1 946/5/9980.6:;9;.126:5 20> >12D80.5 =;1 61809/> 2>?/1985/ L/; /10B2@:-
A10/99. M204 @1/298?/ 2198595 56/09 5; 2B3/ 9; 5/9 :8.: 5920>21>5. A0 /==8@8/09 2> C262B3/ ;= 59129/.8@ 9:80780. R S6;5898;080.L 20> 233 9:29. EGA2334 .;;> 29 62@72./ .;;>5 20> ;9:/1 780>5 ;= 2@@;A095 W/33 ?/15/> 80 .126:8@5 20> 6:;9;.126:4 A :21> D;17/1 20> =259 S3;D 9; GA211/3 P1/621/> 9; 5:21/ @1/>89 =;1 .;;> D;17- 20> 2@@/69 B32 D;17 A .;;> 61/5/09/1 ) .;;> 1/@1A89/1
!2
C1eat20e P1o8e33 Pol28=
!!
Client brief to Group Manager Research Anal sis ! "valuation of Brief
Preli#inar Strateg note
More infor#ation re$uired
%nitial Strateg #eeting
Revised Strateg note &iscuss 'ith client
Creative Brief &iscussion of initial Concepts 'ith group #anager Presentation to Agenc Plans Board Finali(ation of concept
Revise
Group #anager presents concepts to clients
!4
Group #anager presents concepts to clients Finali(ation of e)ecution
Pre * +esting *igital Studio
O=9/0 @233/> 9:/ DTP 5/@98;0- 9:85 5/9 ;= 6/;63/ D;17 ;0 9:/ =8023 219D;175 9:29 21/ 5/09 9; 9:/ ?218;A5 6AB38@298;05 =;1 1/3/25/.
DTP A1t23t
DTP A19859 85 D/57 T;6 PAB385:80. D;17/1- 2 56/@823 02 80 A>?/198580. 2./0@8/5- PAB385:/1- C;3;1 5/621298;0- P180980. 20> ;9:/1 1/329/> 80>A5918/5. A DTP A19859 A5A2334 57833/> 80 ;B/ P:;9;5:;6- A>;B/ I33A59129;1- C;1/3D12D- A>;B/ I0D/58.0 CS- 20> ;9:/15. DTP A19859 85 =;1 5@23/ ;= 9:/ 2>?/198580. 85 0;9 8@25980.. T:/ M/>82 D/6219?/198580. 2./0@4 85 1/56;058B3/ =;1 9:/ 6320080. 20> 632@/?/198580. 98 562@/. I9 85 2 =A0@98;0 9:29 80 1/@/09 4/215 :25 A0>/1.;0/ @;058>/12B3/ @:20./. T:/ 61;38=/1298;0 ;= 82 =;1 9:/ /5@232980. @;59 ;= 82 9882 D/6219./9 80 9:/ . H/0@/ 9:85 F;B 1/GA81/5 6320080.- 1/5/21@: 20> BA480. 562@/ 80 9:/ 61/55 ;1 988==/1/09 56/@823859. T:/1/ 82 BA4/15. I0 5 B4 9:/ 52/=8080. 9:/ 61;B3/ 809/161/980. ;= >292 2B;A9 61;B3/ 5/1?8@/5 '8./. 61;?8>80. 2 5;3A98;0 9; 9:/ 61;B3/ /?23A298;0 ;= 2@98;0 927/0 ;0 9:/ B2585 ;= 80=;1@259 82- ;A9>;;1- 20> 9:/ 61/55(- 9:85 D;17 85 A5A2334 ;A95;A1@/> 9; 2 82 2./0@4 D:8@: @20 2>?85/ ;0 5e3ia planning 20> 85 0;1;D0 =A19:/1 9:20 2 580.3/ 2./0@4 ;1 @38/09 @20. I0 5 80>//> 80@3A>/ 2 0A 6;5898;05" 61;>A@98;0 D;17- TI09/10/9U 2>?/198580.- ;1 1/5/21@:- =;1 /C2 A5/ 809/1023 1/5;A1@/5 9; 8 /C/@A9/5 38?/ /?/095- D:8@: @;A3> 80@3A>/ 2 B120>$61;>A@9 32A0@:- 20 /C:8B898;0- 2 @;0@/19 ;1 /?/0 2 @;0=/1/0@/.
"raffic Manager +system administrator,
A0 ;=9/0 =;1.;99/0- BA9 59833 8/6219?/198580. 2./0@4 85 t1aff28. T468@2334 :/2>/> B4 2 t1aff28 6ana4e1- 9:85 >/6219A@98;0 ;= =235/ F;B 592195- 802661;61829/ F;B 80898298;080@;/1-@;59 /598 9:/ 0//> =;1 82 /C9/058;05. I0 5/>8@29/> 912==8@ A@/1 P1;>A@98;0 C;-;1>8029;1 20>$;1 T12==8@ C;-;1>8029;1
T:/ 61;>A@98;0 9/2A@98;0 C; 9; 2> 61;>A@/ 9:/ TV @;?/198580. 2./0@4 20> 9:/ @38/09. T5e P1o/:8e1 T:/ P1;>A@/1 85 1/56;058B3/ =;1 5A6/1?8580. 233 256/@95 ;= 2 TV 8o66e182al 61;>A@98;0- =1;< 9:/ 5/3/@98;0 ;= 9:/ 61;>A@98;0 @;./980.5@:/>A380.- @25980.- 3;@298;05- 5/95- A@98;0 @;80. 2> @1/298?/ 5A66;19 80 5A@: =8/3>5 25 BA>./980.5@:/>A380.- 61;>A@80. 61;>A@98;0 B;;75- 20> 2A>898;080. 923/09. A C;-;1>8029;1 ?/14 ;=9/0 D833 :20>3/ 1/?858;05 20> 2>269298;05 ;= TV @;/38?/14 9; 9:/ 61809/> 62./- 9:/0 5918@9 9/@:08@23 1A3/5 . O= @;A15/1A3/5 D/1/ / =;1 ?238> 1/25;05. A0 2> 9:/1/=;1/ 0;9 6AB385:2B3/. )5at P12nt P1o/:8t2on Peo;le DoI P1809 61;>A@98;0 6/;63/" • • Meet /ea/l2ne3. PAB38@298;05 805859 ;0 5918@9 >/2>380/5 20> 89#5 @1A@823 9:29 61;>A@98;0 624 5918@9 ://> 9; 9://2>380/5 21/ A@98;0 M202./1 D;1780. 70;D- 3/>./ ;= 9:/ 329/59 .126:8@ 219 9/@:0;3;.4. A5 9/@:0;3;.4 @:20./5 89 85 0;D 8/15920> 9:/81 =A0@98;0. • Co?o1/2nate an/ 6ana4e. T:/ P1809 P1;>A@98;0 >/6219?/198580. 85 1/61;>A@/> @;11/@934 D:/9:/1 80 @;3;A1 ;1 80 B32@7 20> D:89/. T:85 /9283 20> 89 85 A6 9; 9:/ P1;>A@98;0 M202./1 9; 61;?8>/ 9:/ 56/@8=8@298;05 9; 5A6638/15. • SD2ll3 an/ t1a2n2n4. W:29 21/ 9:/ 578335 0/@/55214 9; A@98;0Q T/@:08@23 219 /C6/1985/ 20> 2 D83380.0/55 9; 7//6 2B1/259 ;= 0/D >/?/3;6/9283. C; 20 A0>/15920>80. ;= 5459/A@98;0 578335 21/0#9 5; 4/215 ;= 9128080. A0>/1 9:/ D80. ;= 20 /C6/18/0@/> P1;>A@98;0 M202./1.
41
A4en8= Pe13onnel
Production "eam
A> 2./0@8/5 A@98;0 9/2< D:8@: 80@3A>/5 P:;9;.126:/15P1809/15- T46/5/99/15- T/3/?858;0 P1;>A@/15- /9@. BA9 580@/ 9:/ D;17 85 ?/14 >8?/15/ 2./0@8/5 @;;1>8029/ D89: =1//320@/15 ;1 /592B385:/> 61;>A@98;0 A0895 =;1 9257 9; B/ @;. P1;>A@98;0 D;17/15 21/ @;0@/10/> D89: 233 9:/ 9/@:08@23 61;@/55 ;= 9A1080. 9:/ =8023 @;64 20> 219 D;17 809; 2 1/23 2> =;1 61809- TV- 12>8;.
Storyboard artist
S9;14B;21> 219859 85 2 61;=/558;0 56/@8238E/ 80 @1/2980. 59;14B;21>5 =;1 2>?/198580. 2./0@8/5 20> =83< 61;>A@98;05. A 59;14B;21> 219859 85 2B3/ 9; ?85A238E/ 204 59;18/5 A580. GA8@7 57/9@:/5 ;0 626/1 29 204 /180.5 21/ 9D; ;9:/1 59;14B;21> 26638@298;05 21/ .12>A2334 92780. ;?/1- >8.8923 @25. S9;14B;21> 219859 85 235; 70;D0 25 833A59129;1 ;1 ?85A238E/1- 9:/4 21/ 81/@9;15 ;1 =83< >81/@9;15 21/ 9:/ @;092@9 59;14B;21> 2198595 20> 9:/ >/2>380/ 85 23D245 98.:9- ;?/108.:9 D;1780. 85 ?/14 @; 26638@298;05 21/ 9:/ C;1/3 P2809/1 20> 9:/ A>;B/ P:;9;5:;6- 5; 2198595 0;D2>245 B/.80 20> =8085: 9:/81 D;17 ;0 @;12D80. 5;=9D21/ 20> >8.8923 6/0@835 387/ W2@;< 'G126:8@5 92B3/9(80 9:85 D24 9:/4 52?/ /==;19 20> /58.05( 5A@: 25 @1/298?/ 5;3A98;058 898;02334 26638/> 9; 59298@ 82- 5A@: 25 B;;75 B1;@:A1/5. A>>898;02334- 580@/ 9:/ 2>?/09 ;= @;/58.0 85 A9838E/> 80 /3/@91;08@ 82 - ;=9/0 1/=/11/> 9; 25 809/12@98?/ >/58.0- ;1 /58.0. T:/1/ 21/ ?21480. >/.1//5 ;= .126:8@ >/58.0. G1a;528 /e324ne1 80?;3?/A@98;0. I0 @; A@98;0 21/ A5A2334 1/GA81/>- BA9 A5A2334 0;9 @;058>/1/> 9; B/ D89:80 9:/ 5@;6/ ;= .126:8@ >/58.0 A03/55 9:/ @38/09 85 235; 2 .126:8@ >/58.0/1. A39:;A.: 9:/ 9/1< #.126:8@ >/58.0/1# D25 =8159 @;80/> 80 9:/ 209: @/09A14- 9:/ 59;14 ;= .126:8@ >/58.0 56205 9:/ :859;14 ;= /1 9; 80=;1/25/C61/558;0 20> =//380. 9; 2198=2@95 9:29 >;@A 5/08;15 D:; 21/ ./0A80/34 809/1/59/> 80 20> :2?/ 20 26989A>/ =;1 2>?/198580.. I09/105:865 29 2>?/198580. 2./0@8/5 20234585" G29:/180. 80=;180. 80>A5914- @;80.5 80 ?/1B23$D1899/0 =;1< D89: 1/@; D/33->/?/3;6/> 2>?/198580. 20> @; B1;2>@259 ;1 @; B/ /C6;5/> 9; 25 2>?/198580. 61;@/55.
44
$ob Po32t2on3 an/ Ea1n2n43
,;B 6;5898;05 20> /21080. 80 20 2./0@4 ?214 D89: 895 58E/ 20> 9A10;?/1. A@@1/>89/> 2./0@8/5 :2?/ 2 321./ 5/9 A6 D:83/ 5 25 ;= 2 =28134 .;;> 2./0@4.
G/0/123 M202./1 C1/298?/ D81/@9;1 A55;@829/ C1/298?/ D81/@9;1 C;64 C:8/= C;64D189/1 ,A08;1 C;64D189/1 C;64 9128080. A19 D81/@9;1 ,A08;1 V85A238E/5 F8085:80. 219859 A@@;A09 D81/@9;1 A@@;A09 SA6/1?85;1 A@@;A09 /C/@A98?/5 A@@;A09 EC/@A98?/5 T1280// M/>82 M202./1 T12==8@ M202./1 P1809 P1;>A@98;0 M202./1
-
R5. !0000-!5000 63A5 :;A5/- @21- 80@/098?/5 R5. 25000-!0000 63A5 :;A5/- @21 R5. 10000-15000 63A5 :;A5/- @21 R5. 10000-15000 63A5 :;A5/ 20> 6/175 R5. %000-10000 63A5 6/175 R5. 2500-5000 63A5 6/175 R5. 1500-2500 R5. 10000-15000 63A5 :;A5/- 6/175 R5. 4000-%000 R5. !000-4000 R5. 20000 63A5 :;A5/- 6/175 @21 R5. %000-12000 63A5 @21 R5. 5000-%000 R5. 2000-2500 R5. %000-10000 R5. 5000-%000 R5. 7000-12000
45
A4en8= Co6;en3at2on
)ommission and fees methods
T:/ 1/?/0A/ ;= 2>?/198580. 2./0@4 85 >/18?/> =1;< @; >/58.0(- 9:/ 52 >12=980. 20> 2 :; D/58.0 ) D12=980. 'CADD( D:8@: 85 9:/ A5/ ;= @;/58.05 =;1 A@95 20> 255;@829/> D89: @;/> 61;>A@98;0 ;= 9:/5/ 61;>A@95 70;D0 25 CAM 'C;/> M20A=2@9A180.(. T:85 85980@98;0 B/9D//0 .126:8@ >/58.0 20> 9/@:08@23 >12D80.. DA/ 9; 9:85 @; 9; >/5@18B/ @;/58.0. T:/ ;B/ P1/;B/ I33A59129;1 A>;B/ A=9/1 E==/@95
4%
!dobe Photoshop
A/obe P5oto35o;- ;1 5889;1 >/?/3;6/> 20> 6AB385:/> B4 A>;B/ S459/A@/> B4 A>;B/ S459//1/> 9:/ 80>A5914 5920>21> 80 9; 9:/ A5/ ;= ?85A23 /3/;D5- M2@ OS +- 20> M2@ OSK ?/158;05 A6 9; P:;9;5:;6 9.0 @20 235; B/ A5/> D89: ;9:/1 ;6/12980. 5459/;B/ 5;=9D21/ =;1 82 />8980.208 2A9:;180.. F83/5 80 P:;9;5:;6#5 0298?/ =;1 9; 20> =1;< A>;B/ I4- A>;B/ I33A59129;1- A>;B/ P1/ A>;B/ E0@;1/ DVD 9; 21> DVD5- 61;?8>/ 0;0-380/21 />8980. 20> 56/@823 /==/@95 5/1?8@/5 5A@: 25 [email protected];A0>5- 9/C9A1/5 20> 5; ;0 =;1 9/3/?858;0=83< 20> 9:/ W/B.
0uark1Press
J:a1DKP1e33 85 2 62./ 324;A9 26638@298;0 =;1 M2@ OS + 20> W80>;D561;>A@/> B4 *A217- I0@..*A217 @20 B/ 5//0 25 ;0/ ;= 9:/ =;A0>/15 ;= D/579;6 PAB385:80. 'B/58>/ A>;B/ S459/ A663/ C; 80 19%7. *A217+P1/55 /2134 ;0 80@;16;129/> 20 800;?298?/ 26638@298;0 61;.12-62194 >/?/3;6/15 9; @1/29/ @A59;< 2>>;0 =/29A1/5 9; 9:/ >/579;6 26638@298;0. I091;>A@/> 80 19%9- +9/058;05- 23;0. D89: A663/ C;- D/1/ 9:/ =8159 /C2/?/3;6/1 233;D80. ;9:/15 9; @1/29/ 5;=9D21/ 2>>-;05 =;1 9:/81 26638@298;0. /58>/ *A217+P1/55- *A217 I0@.#5 ;9:/1 0;92B3/ 61;>A@9 85 J*A217+P1/55 P2556;19J- D:8@: 85 *A217+P1/55 D89: 9:/ 2>>/> 2B83894 9; A5/ 56/33-@:/@780.. A39:;A.: 58/579;6 6AB385:80. 26638@298;05 =;1 9:/ :; 5 80 85 2 6;6A321- 61;618/9214 809/.129/> !D 5;=9D21/ 5A89//?;3?/> =1;< A3825 P;D/1A08/?/3;6/> B4 A3825. AA9;>/57 2@GA81/> A3825 80 O@9;B/1 2005. I9 85 ;=9/0 A5/> 80 9:/ =83< 20> TV 80>A5914- 25 D/33 25 =;1 @; ?8>/; .2 !D @; !D /3380. 5;=9D21/ 62@72./- ;18.802334 B4 A3825 S459/ B4 AA9;>/57 A0>/1 895 M/>82 20> E09/192808?858;0. AA9;>/57 2@GA81/> 9:/ 5;=9D21/ 80 O@9;B/1 2005 A6;0 6A1@:2580. A3825. I9 85 ;=9/0 A5/> 80 9:/ 2>?/198580.=83< 20> TV 80>A5914- 25 D/33 25 =;1 @; ?8>/; .2 =;1 0A 9; 208 =;1 /380. 9:/
Object made in Maya
@:12@9/1 ;1 204 61;>A@9- 208/180. 20>
[email protected]:/ 329/59 ?/158;0 ;= M242- ?/158;0 %.0- D25 1/3/25/> 80 AA.A59 200&.
50
!dobe 2lash
A/obe Fla35 '=;1 B/=;1/ 9:29 FA9A1/S6325: A08 9; 2 9; @1/29/ @;09/09 =;1 9:/ A>;B/ E0.2./ A@98;0S@1869 20> B8->81/@98;023 591/28; 20> ?8>/;. S918@934 56/2780.- A>;B/ F325: 85 20 809/.129/> >/?/3;6 80 ,20A214 200&. T:/ @A11/09 ?/158;0 85 +! '2@9A2334 ?/158;0 1!(- 1/3/25/> 80 ,20A214 200&. I95 0/D =/29A1/5 80@3A>/ -- D;AB3/ @38@7 C1;6 9;;3 '9:/ =8159 ;0/ 2B3/ 9; @1;6 .1;A65 ;= ?/@9;15 20> B89/?/3;6 20> ;698A@95D:8@: @20 B/ .;;>5 A5/> B4 /0> @;05A5 A5/> 80 ;9:/1 61;>A@95. CAD 85 235; /C9/058?/34 A5/> 80 9:/ >/58.0 ;= 9;;35 20> 80 9:/ 12=980. 20> >/58.0 ;= 233 946/5 ;= BA83>80.5- =1;< 5/09823 946/5 ':;A5/5( 9; 9:/ 321./59 @;A591823 591A@9A1/5 ':;5689235 20> =2@9;18/5(. CAD 85 =;1 >/9283/> /0.80//180. ;= !D /35 20>$;1 2D >12D80.5 ;= 6:458@23 @; 9:1;A.:;A9 9:/ /0.80//180. 61;@/55 =1;< @;0@/69A23 >/58.0 20> 324;A9 ;= 61;>A@95- 9:1;A.: 591/0.9: 20> >402/58.0/15 9; 324;A9 20> >/?/3;6 9:/81 D;17 ;0 5@1//0- 61809 89 ;A9 20> 52?/ 89 =;1 =A9A1/ />8980.- 52?80. 2 3;9 ;= 9812D80.5.
5!
Fa6o:3 a/0e1t232n4 a4en82e3 2n 9o1l/
•
BB' EBa1tleB Bo4le 18985: A81D245.
'e4a1t=> -- =28- L/?8#5- ,;:008/ W237/1-
•
C123;2n Po1te1 L Bo4:3D= --=22 UK.
•
$)T '=;182 85 =;1/?/1J 'D/ //15(- JR/2@: ;A9 20> 9;A@: 5; S929/5 A1 ;9:/15
•
O42l0=
Mat5e1 -- =2 D89: 9:/ :/2>380/
JA9 &0 /59 0;85/ 80 9:85 0/D R;335-R;4@/ @;80. 9:/ JT:807 D8==/1/09J @28>25- 20> S;04 P32459298;0. R/56;058B3/ =;1 @1/2980. 9:/ =@A7 B120> 20> '80 9:/ UK( W;0>/1B12 2>?/198580.. 54
O42l0=
A//1e33
Mat5e1 In/2a
T12>/ C/091/- T:81> F3;;1- S/026298 2629 M21.- L;D/1 P21/3- MA(K S I MA9A23 FA0>'MA9A23 FA0>(K TTK T/C983/5 'T209/C$T/C983/(K , K T41/5 'T41/5(K P20923;;0 F25:8;0 I0>82 L9>. 'G21BA14P8>8389/ I0>A5918/5 L9>. 'F/?8@;3( L;A85 P:83866/ '@;16;129/(K UTI 'MIP#97$F8020@823(K TVS SAEA78 '@;16;129/(" T292 T/35/1?8@/5 '@;16;129/(T292 C;- L869;0 - 9/2 20> :/239
K D85@;?/14 C:200/3 I0@ 'D85@;?/14 C:200/3 - 9/3/?858;0 @:200/3(K ITC L9> '@;16;129/(K MIRC E3/@91;08@5 L9> 'O08>2 - 9/3/?858;0(K T:/ C:25/ M20:29920 207 '@;16;129/(K 8132 !M L9> 'S@;9@: 189/ - @3/2080. 28>(K , M M;1.20 S9203/4 ', M M;1.20 S9203/4 - 80?/592 M;9;15 L9> 'B87/5(K U089/> T/3/?858;0 '9/3/?858;0 82(K C2591;3 I0>82 L9> 'C2591;3 - 3AB18@2095(K HA9@:85;0 M2C T/3/@;< L9> 'M2C T;A@: - @/33A321 ;6/129;1(K TELCO 'T292 S2=218- S8/112- SA5 80 2 .8?/0 =8/3>. T:/ I0>820 2>?/198580. 80>A5914 :25 /?/3;6 D;13>-@3255 @1/298?/5. T:85 5/@98;0 80 82.@;< 85 /C@3A58?/34 >/>8@29/> 9; 9:;5/ 6/;63/ D:; :2?/ / I0>820 B120>5 6;6A321 0;9 FA59 80 I0>82 BA9 B/4;0>9:1;A.: 9:/81 @1/298?/ ./08A5. RA0 9:1;A.: 9:/ /0918/5 '21120./> 236:2B/98@2334( 80 9:85 5/@98;0 9; ?8/D 20> 2> >/=8089/34 /?/14;0/ 80 9:/ 2>?/198580. 80>A5914 D833 :2?/ 5; L/./0>5.
E?/14B;>4 70;D5 A G K185:02 :85 2./0@4 =1;< 2 R5. !5 327: @;;AB380. A6 25 @;64D189/1$219 >81/@9;1 20> GA89/ ;=9/0 /?/0 25 @1/298?/
A G Krishnamurthy ") Chair#an ! Managing &irector Mudra Communications
>81/@9;1. H/1/ 85 2 52 / 52985=2@9;14 H2?/ 2 @1/>8B3/ 61;6;5898;0
71
Ca3e 3t:/=
C38/09 A> A./0@4 " R/3820@/ T/C983/ I0>A5918/5 L9>. 'V8/" I0 G/15 =;1 =25:8;0 =;1 9:/ ./093/82 89 5920>5 =;1 9:/ =80/59 5A8980. =;1 ./093// ;9:/1 @;05A 80 5/3/@9/> 61/598.8;A5 ./0/123 809/1/59 B4 9;6 3/?/3 6/15;00/3- D/1/ 235; A5/> 25 2 618 D:89/ =;1 5@:/>A3/> 80 233 ;9:/1 6;809 ;= 523/ 85918BA9/> 9; 1/9283/15 59;@780. H/11 M;>/ 5A8980. 233 ;?/1 9:/ @;A0914.
7!
Ca3e 2
Agency: O.83?4 ) M29:/1 Client: Asian Paints
O M b:2l/2n4 b1an/3 of A32an Pa2nt3
A3B/19 E8059/80 528> OE?/149:80. 5:;A3> B/ / 25 585V A5 2./0@8/5 80 I0>82 21/ 5:;D0 B/3;D.
7&
Con8l:32on
I0 9;>24L5 D;13> D:8@: 85 =259 402 20> >/581/5 21/ @:20.80.K 89L5 ?/14 8 .8?/ 9:/< D:29 9:/4 D209. T:85 85 9:/ ?/198580. D:/1/ 2> 2./0@4 63245 5/3/@9 9:;5/ D:8@: D833
ADVERTISING.......................................................................................................................................3 INDUSTRY SNAPSHOT............................................................................................................................4 NATURE OF THE INDUSTRY...................................................................................................................5 MEDIA....................................................................................................................................................7 IN-FILM ADVERTISING............................................................................................................................9 WORK ENVIRONMENT ........................................................................................................................10 PERSONAL CHARACTERISTICS..............................................................................................................11 EMPLOYMENT AVENUES......................................................................................................................12 PU LIC SERVICE ADVERTISING............................................................................................................12 REGULATION........................................................................................................................................1! Copyright.......................................................................................................................................14 ADVERTISING AGENCY...................................................................................................................15 HISTORY OF AD AGENCY.....................................................................................................................17 ADVERTISING PROCESS.......................................................................................................................19 TYPICAL WORK FLOW IN AGENCY.......................................................................................................19 TYPES OF ADVERTISING AGENCIES......................................................................................................20 THE FUNCTIONS OF AN ADVERTISING AGENCY"...................................................................................2! THE ENEFITS OF USING AN ADVERTISING AGENCY..........................................................................2! ADVERTISING AGENCY#S ROLE...........................................................................................................24 SERVICES OFFERED BY AD AGENCY..........................................................................................25 DEPARTMENTS PERSONNE!.....................................................................................................2" ACCOUNT SERVICES $ ACCOUNT MANAGEMENT ...............................................................................2% Account planner / Director............................................................................................................28 Account Supervisor........................................................................................................................29 Account executives ........................................................................................................................29 CREATIVE DEPARTMENT......................................................................................................................!0 Art Directors..................................................................................................................................30 Copy riter.....................................................................................................................................31 DIGITAL STUDIO .................................................................................................................................!& D!" Artist......................................................................................................................................3# $isuali%er.......................................................................................................................................3# MEDIA DEPARTMENT...........................................................................................................................!7 &'(C!)*(S *& !+, -,D)A D,"A.!-,(!...........................................................................3/ MARKETING RESEARCH DEPARTMENT................................................................................................!9 CREATIVE SERVICES DEPARTMENT.....................................................................................................40 EVENT MANAGEMENT AND PROMOTION DEPARTMENT......................................................................40 TRAFFIC MANAGER 'SYSTEM ADMINISTRATOR(..................................................................................40 RADIO ) TV ROADCAST PRODUCTION DEPARTMENT .....................................................................41 PRINT PRODUCTION DEPARTMENT......................................................................................................42 AGENCY PERSONNE!.......................................................................................................................#3 PRODUCTION TEAM.............................................................................................................................4! STORY OARD ARTIST...........................................................................................................................4! GRAPHIC DESIGNER.............................................................................................................................44 ADVERTISING INTERNS........................................................................................................................45 $OB POSITIONS AND EARNINGS...................................................................................................#% AGENCY COMPENSATION..............................................................................................................#& IMPACT OF TEC'NO!OGY ON ADVERTISING ........................................................................#" COMMON SOFTWARE USED Y AD AGENCY.........................................................................................49 ADO E PHOTOSHOP.............................................................................................................................50 *UARK+PRESS....................................................................................................................................50
1
AUTODESK MAYA...............................................................................................................................51 ADO E FLASH......................................................................................................................................52 CORELDRAW......................................................................................................................................5! COMPUTER-AIDED DESIGN 'CAD(.......................................................................................................54 FAMO(S ADVERTISING AGENCIES IN )OR!D.......................................................................55 OGI!VY MAT'ER INDIA ............................................................................................................5% OVERVIEW ..........................................................................................................................................5& NETWORK............................................................................................................................................57 KEY PEOPLE.........................................................................................................................................5% SERVICES OFFERED..............................................................................................................................5% MA,OR CLIENTS...................................................................................................................................59 INDIAN AD !EGENDS........................................................................................................................%* !ARGE VS. SMA!! AGENCIES.......................................................................................................%# )OR+FORCE FOR AD AGENCY....................................................................................................%5 ST(DY , TRAINING ADVANCEMENT.......................................................................................%% COURSES $ INSTITUTIONS.....................................................................................................................&% F(T(RE.................................................................................................................................................&* OUTLOOK.............................................................................................................................................71 MYT'AN AGENCY A!)AYS 'E!PS TO SE!! A PROD(CT..............................................................&2 CASE ST(DY........................................................................................................................................&3 ADVERTISING CREATIVE ..............................................................................................................&& CONC!(SION.......................................................................................................................................&" BIB!IOGRAP'Y )EB!IOGRAPY..............................................................................................&.
2
A/0e1t232n4
A/0e1t232n4- ./0/12334 56/2780.- 85 9:/ 61;5- 5/1?8@/5@; 8>/25- A5A2334 6/1=;1 B4 20 8>/098=8/> 56;05;1. M217/9/15 5// 2>?/198580. 25 6219 ;= 20 ;?/1233 61;/2 ;1 /?/0 2 5/1?8@/. T:/ @;0@/69 ;= 2>?/198580. :25 255A 2 >402/> 9; 29912@9- 8=4- @:20./ 20> 80=3A/0@/5 6AB38@ ;6808;0. F1;< 9:/ 3;@23 BA580/55 9; 233 0//> 9; 2>?/1985/. W:83/ 6;3898@8205- 5;@823 ;1.208E298;05- .;?/10 9; 2>?/1985/ 9:/81 ?/1985/> 9:1;A.: 912>/ /C:8B898;05. L29/34 B833 @81@A3298;0- 56/@823 ;==/15 :2?/ B/@;?/198580.. T:/1/ 21/ D80>;D >8563245- >856324 ;0 9/3/6:;0/ >81/@9;18/5- 9120589 58.0 ;0 BA5/5- 32?/198580. 9:1;A.: 9:/ /3/@91;08@ 82 :25 B//0 6/1:265 9:/ 61;>A@9 @:212@9/15 21/ @1/29/> 9; @29@: 9:/ 299/098;0 ;= 9:/ ?8/D/15. M;59 D80080. 2>?/1985/ /0@;?/1985/M/>82 D:8@: 61;?8>/5 9:/ 8A< =;1 2>?/198580. 20> A>-2./0@4 D:8@: @1/29/5 9:/ 2> 9; 5A89 9:/ 0//> ;= 9:/ =81 2./0@8/5 ?214 80 9:/ 58E/ 20> 9A10;?/1. N/?/19:/3/55 9:/ 61;@/55 ;= @1/2980. 20 2> 1/?/198580. :25 B//0 9; 9:/ 9A0/ ;= R5 %000 @1;1/5 20> 9:/ =8.A1/ @;A3> B/ :8.:/1. USA :25 61;F/@9/> 82 56/0>80. ;0 2>?/198580. ;0 9:/ 0/9 9; 2661;C8?/198580. 61;=/558;0235 @/1928034 5:;D5 20 A6D21> 91/0>.
Industry Snapshot
A@@;1>80. 9:/ Advertising Age's 2002 A./0@4 R/6;19- 9:/ D;13>#5 58C 321./59 2>?/198580. 2./0@8/5 2@@;A09/> =;1 ;?/1 &5 6/1@/09 ;= H!9.2% B8338;0 56/09 ;0 2>?/198580. D;13>D8>/ 80 2001. A9 9:/ 2>?/198580. 80>A5914 :25 5A==/1/> >A180. 9:/ =8159 4/215 ;= 9:/ 20005. T:/ /@;0;/@380/ 618;1 9; 20> /C2@/1B29/> B4 9:/ 9/11;1859 2992@75 ;= S/69/ B4 9:/ ;0.;80. @;0=38@9 D89: I12G. A5 20 80>8@29;1 ;= 9:/ 5;=9/0/> >/ =;1 2>?/198580. 5/1?8@/5- 2>?/198580. 2./0@4 /?/198580. 8;- 20> ?8>/;. T:/ 5/@;0> 85 9:/ 59129/.8@ 632@/ @1/298?/ 61;>A@9 80 ?218;A5 82 ;A93/95- 5A@: 25 6/18;>8@235- 0/D5626/15- 12>8;- 20> 9/3/?858;0. A>?/198580. 2./0@8/5 @20 B/ =;A0> 9:1;A.:;A9 9:/ U089/> S929/5- D89: 9:/ .1/29/59 6/1@/092./ 3;@29/> 80 321./ @898/5. M204 :2?/ :/2>GA219/15 80 N/D Y;17 20> =8/3> ;==8@/5 80 C:8@2.;- L;5 A0./3/5- S20 F120@85@;- A932092- D/91;89- 20> ;9:/1 A5914 85 2@9A2334 61/>;- >8?/158=8/> 5/1?8@/5- D83380.0/55 9; 2@@; 20 /091/61/0/A1823 29989A>/ =;1 9:/ 5A@@/55 ;= 5?/198580. BA>./95 1/=3/@9 9:85 5:8=9- D89: 2>>898;023 >;33215 B/80. /21 =;1 6;809-;=-523/ 61; 2 81/@9 6AB38@ 1/3298;05 5/1?8@/5 80>A5914 61/621/ 2>?/1985/ >/58.0 @2/5 82 1/61/5/09298?/5I=81?/198580. 562@/ =;1 6AB38@298;05- 12>8;- 9/3/?858;020> 9:/ I09/10/9K >856324 2>?/1985/15IBA580/55/5 /0.2./> 80 @1/2980. 20> >/58.080. 6AB38@ >856324 2>5 =;1 A5/ 80 5:;6680. 5- ;1 80 58 >81/@9 ?/1985/15. A =81< 9:29 6A1@:25/5 2>?/198580. 98A5914. T:/1/ 85 2 B;>4 @233/> A>?/198580. S920>21>5 C;A0@83 ;= I0>82 'ASCI(- D:8@: 3;;75 29 855A/5 6/1928080. 9; 1/.A3298;0 ;= 2>?/198580..T:/ 2>?/198580. ;= @;091;?/15823 61;>A@95 5A@: 25 824a1ette3 20> 8on/o63 85 5ABF/@9 9; .;?/10 B4 32D 80 I0>82 20> P2785920 9; >856324 3tat:to1= 9a1n2n43 @2A98;080. @;05A5 ;= 9:/81 61;>A@95. S;/ 855A/5 ;= ;9:/1 6/1=;1- 80 5;8@98;05- 80>A591823 >/58.05. C;6418.:9 32D @;?/15 ;034 9:/ 62198@A321 =;1< ;1 /25 ;1 80=;1 ;1 809/0>/> 9; @;?/1 9:/ 2@9A23 8>/2- @;0@/695- =2@95- 5943/5- ;1 9/@:08GA/5 D:8@: 80 ;1 1/61/5/09/> B4 9:/ @;6418.:9 D;17. S/?/123 /C@3A58?/ 18.:95 9468@2334 2992@: 9; 9:/ :;3>/1 ;= 2 @;6418.:9" • • • • • 9; 61;>A@/ @;68/5 ;1 1/61;>A@98;05 ;= 9:/ D;17 20> 9; 5/33 9:;5/ @;68/5 '80@3A>80.- 9468@2334- /3/@91;08@ @;68/5( 9; 8/18?298?/ D;175 'D;175 9:29 2>269 9:/ ;18.8023 D;17( 9; 6/1=;1< ;1 >856324 9:/ D;17 6AB38@34 9; 5/33 ;1 2558.0 9:/5/ 18.:95 9; ;9:/15 A> 2./0@4 85 5A66;5/> 9; =;33;D 9:/ 1A3/5 20> 1/.A3298;05 ;= @;6418.:9 32D5 D:83/ @1/298?/ 2>5 =;1 204 61;>A@9 9:/4 =1;< 5;?/198580. 85 2 :8.:34 57833/> F;B. I9 1/GA81/5 9:/ 806A95 ;= /C6/195 80 8==/1/09 =8/3>5 387/ D189/15- 2198595- 6:;9;.126:/15- >/58.0/159/3/?858;0 61;>A@98;0 @1/D5 20> ?/1985/15 @200;9 2==;1> 9; / 9:1;A.: 20 2>?/198580. 2./0@4 D:8@: 61;?8>/5 9:/ 0/@/55214 57833 9; 9A10 9:/ ?/198580. @2?/198580. 2./0@8/5. A>?/198580. 2./0@4 85 ;0/ ;= 9:/ 2 58.08=8@209 1;3/ 80 9:/ >/?/3;6?/198580.. T:/ 2>?/198580. 2./0@4 :25 /?;3?/> 9; 61;?8>/ 9:/ 56/@8238E/> 70;D3/>./- 578335 20> /C6/18/0@/ 0//>/> 9; 61;>A@/ /==/@98?/ 2>?/198580. @2/5 2 GA23894 120./ ;= 5/1?8@/ .1/29/1 9:20 204 580.3/ 2>?/1985/1 @;A3> 2==;1> ;1 D;A3> 0//> 9; /?/198580. 2./0@4 85 2 =81< 9:29 56/@8238E/5 80 9:/ @1/298;0- >/58.0 20> 632@/?/1985/ 80 9:/ 6320080. 20> /C/@A98;0 ;= 61; 5/1?8@/5 ;= 9:/81 @38/095. T:/ A55;@8298;0 ;= A>?/198580. A./0@8/5 ;= A;E/05 129:/1 9:20 :A0>1/>5(. A0> @;A5914- :;D/?/1- 85 @;05920934 ;0 9:/ 3;;7
15
;A9 =;1 57833/>- B18.:9- 2198@A329/- @1/298?/ 20> 6/15;02B3/ D;/> />A@298;0 20> 2 .;;> BA580/55 5/05/. A0 a/0e1t232n4 a4en8= ;1 a/ a4en8= 85 2 5/1?8@/ BA580/55 >/>8@29/> 9; @1/2980.- 6320080. 20> :20>380. 2>?/198580. '20> 5; 61;?8>/5 20 ;A958>/ 6;809 ;= ?8/D 9; 9:/ /==;19 ;= 5/3380. 9:/ @38/09#5 61;>A@95 ;1 5/1?8@/5. A0 2./0@4 @20 235; :20>3/ ;?/1233 B120>80. 59129/.8/5 20> 523/5 61; 2./0@4 8l2ent3 2n8l:/e BA580/55/5 20> @;16;1298;05- 0;0-61;=89 ;1.208E298;05 20> .;?/10A@/ 580.3/ 2>5 ;1- 20 2>?/198580. @2?/198580. 2./0@4 ;0 1/@;1> 80 9:/ US D25 Olne= B. Pal6e1. I0 1%41- P23 2 0/D5626/1 2>?/198580. 20> 5AB5@18698;0 2./0@4. 4 1%49 :/ :2> /592B385:/> ;==8@/5 80 9:/ @898/5 ;= N/D Y;17- ;59;0- 2398 P:832>/36:82. A9 9:85 /2134 =29/- 9:/1/ D/1/ 0; >81/@98;05 ;= 0/D5626/15 20> 0; 6AB385:/> 129/5 =;1 562@/ 9; B/ 5;3> 9; 2>?/1985/15. P23 25 20 80=;1 25 2 523/5 9:/4 80 9A10- .2?/ :8< 2 @; 2>?/1985/15- D85:80. 9; 1/2@: ?23A/ 80 5A@: 5/1?8@/. C;- 20> 9:/ A5A23 618@/ @A9980. ;@@A11/>. SA@@/55 5// 9; >/6/0> A6;0 ;0/L5 2B83894 9; B21.280 D89: 9:/ 6AB385:/1 20> 2>?/1985/1. T:/ 029A123 1/5A39 ;= 9:85 6;38@4 D25 2 ./0/123 1/>A@98;0 80 61;=895 9; 9:/ 2./0@4K 9:85 3/> 9; 2 5/21@: =;1 0/D @; 1/9A10 2 61;=89.
2. )5ole3al2n4 Pe12o/ 1"%5 @ 1""* G/;1./ P. R;D/33- D:; ;6/0/> 20 2./0@4 80 1%&5- 5A6638/> 9:/ 0/D @; D89: 100 0/D5626/15 9; 5/33 :8< 2 @;3A- 9:/ 2./09 @;0980A/> 25 2 5/33/1 ;= 562@/ =;1 6AB385:/15. T:85 9;;7 ;0 >8==/1/09 =;1/?/3;6/> 2 @;091;33/> 3859 ;= 1/38.8;A5 626/15- 20;9:/1 2 OL859 ;= T:81594P :;A5/:;3> ?/1985/1 D85:80. 9; BA4 562@/ 80 9:/ @;091;33/> 6AB38@298;05 D25 =;1@/> 9; BA4 9:1;A.: 9:/ /C@3A58?/ D:;3/523/1 =;1 9:29 626/1.
17
3. Se62 Se1028e Pe12o/ 1""* @ 1.1& T:/ D:;3/52380. 6:25/ ;= 2./0@4 D;17 D25 @:/@7/> D:/0 6AB385:/15 B/.20 9; /592B385: 9:/81 ;D0 523/5 >/621981/@9 9; 9:/ 2>?/1985/1- ;9:/15 9; 9:/ ./0/123 2>?/198580. 2./0@4. T:A5- 9:/ 2./0@4 D25 =;1@/> 9; 9A10 895 299/098;0 5; 9;D21> 9:/ =A0@98;0 ;= BA480. 562@/ =;1 9:/ 2>?/1985/1. E2134 80 9:/ 5/ 2./0@8/5 ;==/1/> 9; D189/ 9:/ @;64 =;1 9:/ 2>?/1985/1- 9:A5 .8?80. 2>>/> D/8.:9 9; 9:/81 @328< ;= B/80. 5/1?2095 ;= 9:/ 2>?/1985/1. T:85 @;0@/69 ;= 5/1?8@/ D25 53;D 9; >/?/3;6K BA9 80 9:/ /2134 6219 ;= 9:/ 20 9: @/09A142./0@8/5 B/.20 9; /?/1985/> 9:29 89 628> H2%-000 2 4/21 =;1 2 @;64D189/1. T:/5/ 5 80@1/25/> 9:/ 2./0@4 BA580/55 20> =;1@/> .1;D0 A0983 0;9 ;034 D25 @;64D18980. >;0/ =;1 9:/ 2>?/1985/1 BA9 - ?/198580. 20> ?/1985/1. T:/ 5/1?8@/ /3/ 9:/ 6;5898;0 ;= 2./0@8/5 9; 5A@: 2 >/.1// 9:29 12>8; 20> 9/3/?858;0- 0/9D;17 20> A6;0 9:/< 25 9:/ 618. PAB385:/15 @328< 9; :2?/ :2> 20 8?/1985/1. 4 61;?8>80. 2>?/1985/15 D89: 9:/ 780> ;= 25585920@/ 9:29 D833 8?/198580.- .
1%
!dvertising Process
W:/0 61/62180. 4;A1 5/21@: 61;6;523- 4;A 5:;A3> 927/ 809; 2@@;A09 9:29 9:/ O3/2>-80P 98/> 9; 632@/ 20 2> @20 ?214 204D:/1/ =1;< >245 9; /6/0>80. ;0 9:/ 6AB38@298;0. Y;A 5:;A3> 6320 9; :2?/ 4;A1 2> 2661;?/> 20> 20 /598;0/ 29 3/259 ;0/ 29/ D:/0 4;A D209 9:/ 2> 9; B/ 6AB385:/>. T:/ 2>?/198580. 61;@/55 =;1 61;=/558;023 592== 20> =2@A394 6;5898;05 80?;3?/5 =8?/ B258@ 59/65" 1. W18980. 20 A> 2. G/9980. A661;?23 =;1 9:/ T/C9 ;= 9:/ A> !. E598 4. P32@80. A>5 ) P;5980. A00;A0@/5
"ypical #ork flo# in agency STAGE
18/=80. S92./ • • • • • • • • • • • • • • •
)OR+ PERFORMED AT STAGE
18/=80. =1;< 9:/ @38/09 I09/1023 B18/=80. 9; 9:/ @1/298?/ 20> 82 A04 1/5/21@: B18/=80. 8= 1/GA81/> A> @2 82 6320 >/?/3;6 =80238E298;0 P1/5/09298;0 9; @38/09 20> 2661;?235 A04 61/-9/5980. 8= 1/GA81/> A>./9 20> /598A@98;0 ;= =835- @;3329/1235 M/>82 S@:/>A380. 20> 82 B;;780. A33 1/3/25/ 2661;?235 =;1 @1/298?/ ) 82 M29/1823 >85629@: 9; 82 M/>82 1/3/25/ 83380. 20> @;33/@98;0
C1/298;0 S92./
P1;>A@98;0 S92./
P;59 P1;>A@98;0 S92./
19
"ypes of advertising agencies
A> 2./0@8/5 @;8/5 5A../59 9:29 B;9: SEO 20> SEM 21/ 5/9 9; ;A962@/ 80. 80 9:/ 0/C9 !-5 4/215. N;9 233 2>?/198580. 85 @1/29/> B4 2./0@8/5. C; 6320 9:/81 ;D0 2>?/198580. 21/ 528> 9; >; 9:/81 D;17 in house. T;>24 3ele8t2on ;= 2>-2./0@4 85 ?/14 >8==8@A39. T:/ 2>?/1985/1 5:;A3> 9:/ 2./0@4 B/59 GA238=8/> 9; 61;?8>/ 1/GA81/> 20> /==/@98?/ 5/1?8@/5 21/ 5/3/@9/>. S;?/1985/1 3/ /==/@98?/34 9:/ ?218;A5 61;>A@9 380/5. F;33;D80. 21/ 6a7o1 t=;e3 ;= 2>?/198580. 2./0@8/5 9:29 21/ @A11/0934 5/1?80. 9:/ 2>?/198580. 80>A5914.
F:ll Se1028e A4en82e3 A =A33 5/1?8@/ 2> 2./0@4 85 ;0/ 9:29 61;?8>/5 2 120./ ;= /5 5/1?8@/5 9:29 21/ >81/@934 1/329/> 9; 2>?/198580. 5A@: 25 @;64D18980.- 219D;17- 61;>A@98;0 ;= 2>5- 82 6320080. /9@. I9 235; 61;?8>/5 5A@: 5/1?8@/5 80 1/56/@9 ;= [email protected] >85918BA98;0- [email protected] 61;>A@9 >/58.0 /9@.
20
Mo/:la1 a4en82e3 A A321 2./0@4 85 2 =A33 5/1?8@/ 2./0@4 9:29 5/335 895 5/1?8@/5 ;0 2 68/@/ ?/1985/1 ?/198580. 9:29 20;9:/1 2./0@4 :25 >/?/3;6/>. F//5 21/ @:21./> =;1 2@9A23 D;17 A0>/1927/0. In 'o:3e a4en82e3 T:;5/ @;?/198580.- :2?/ 9:/81 ;D0 80-:;A5/ 2./0@4. T:85 946/ 85 ;D0/> @;?/1985/1. I9 6/1=;1?/198580. 2./0@4 D;A3> 6/1=;1< 20> 9:29L5 D:4 5;?/198580. >/6219?/1985/1. H;D/?/1- 9:/ >8==/1/0@/ B/9D//0 20 80-:;A5/ 2./0@4 20> 20 2>?/198580. >/6219/1927/ 9; 5/1?/ 5/?/123 ;9:/1 @38/095- 8= 9:/ ;D0/1 5; >/581/5- BA9 20 2>?/198580. >/6219/1927/5 9:29 D;17 ;= 895 ;D0/1 20> 0;9 ;= ;A958>/ @38/095. S/@;0>34 20 2>?/198580. >/6219 =2@83898/5- D:8@: 20 80-:;A5/ 2./0@4 D;A3> 6;55/5. I0:;A5/ 2./0@4 0;9 ;034 61;?8>/5 @;091;3 ;?/1 2>?/198580. 5@:/>A3/ 20> @;595- BA9 235; ;==/15 @;0?/08/0@/ =;1 895 ;D0/1- B/@2A5/ 89 85 FA59 2?2832B3/ 80 9:/ 5280. 25 9:29 ;= 9:/ :/2> ;==8@/ ;= 2>?/1985/1. SA@: 80-:;A5/ 2./0@4 235; B/0/=895 9:/ ;D0/1 25 89 @20 B180. 1/?/0A/ 9:1;A.: 2./0@4 @; B4 D24 ;= =//5 9:29 21/ @;33/@9/> =1;< ;A958>/ 62198/5 =;1 A0>/192780. 9:/81 2>?/198580. D;17. SA@: 1/?/0A/ 80@1/25/5 9:/ =A0>5 20> 61;=895 ;= 9:/ @;?/1985/1 :20>3/5 9:/ 9;923 2./0@4 =A0@98;05 B4 BA480. 5/1?8@/ A089 9; BA4 98 632@/ 9:/ 2>5. SA@: 20 I0-:;A5/ 2./0@4 85 20 2>/58.080. 20> ;;1. Y;A :2?/ 9; 5//7 a 85annel of 8o66:n28at2on. A/ a4en8= nee/ to 8on32/e1B fo1 eCa6;le• • • • • • • • • • F;1 D:;< 85 9:/ 61;>A@9 ;1 5/1?8@/ >/58.0/>Q W:; D;A3> A5/ 89Q W:; 85 9:/ J921./9 .1;A6JQ W:29#5 56/@823 2B;A9 9:/ 61;>A@9Q I0 D:29 D24 85 89 >85980@9Q U08GA/Q D8==/1/09Q W:29#5 895 J6;5898;0J 80 1/3298;0 9; ;9:/1 58A@95Q W:29 >; 4;A D209 9; @;0?/4 9; 9:/ 6AB38@ 2B;A9 4;A1 61;>A@9Q H;D 5:;A3> 4;A1 @; 89 A5/Q R2>8;Q TVQ N/D5626/15Q M2.2E80/5Q 833B;21>5Q A5$5ABD24 2>5Q D81/@9 4;A1 @; 61;>A@/ 61;>A@95 ;1 ;==/1 5/1?8@/5 32@7 9:/5/ 56/@8=8@ @262B83898/5. T:85 85 D:/1/ 2>?/198580. 2./0@8/5 =89 80. A>?/198580. 2./0@8/5 /C859 9; :/36 @;?/198580. 80?;3?/5 @;058>/12B3/ 56/@8238E/> 70;D3/>./ 20> /C6/1985/ • • • abo:t ;eo;le - 9:/81 809/1/595- 61/=/1/0@/5- 0//>5- D2095- 38=/5943/5/C6/@9298;05 abo:t 6e/2a - 9:/81 1/2@:- 9:/81 /==/@98?/0/55- 9:/81 56/@8=8@ 266/23 abo:t t5e 8o6;an= an/ 2t3 ;1o/:8t R 20> 2B;A9 @;A@95
24
Se1028e3 offe1e/ b= a/ a4en8=
Total A/0e1t232n4 Se1028e3 S9129/.8@ 6320080.- @1/298?/ >/?/3;6 82 5/1?8@/5 =;1 2>?/198580.62198@A32134 80 9/3/?858;0- 0/D5626/15- 12>8;K 61;?8>80. 9:/ B/59 @1/298?/ >/58.0/> 9; @269A1/ 9:/ 880. 523/5 61; @A59; S/21@: E0.80/ O698 20> /-61; @25980. 20> ;9:/1 18.:95- 20> 9:/ 61;>A@98;0 20> 2./0@4 9; 9:/81 @38/095. T:/4 A0>/15920> 523/5 20> 2>?/198580. 61;B3/ 2>>1/55 9:/ @38/09L5 0//> 9; 9:/ 2>?/198580. 2661;2@:. I0 a/0e1t232n4 GT5e a88o:ntH 23 t5e 8l2ent . T:/ BA580/55 ;= /2@: @38/09 D89: 9:/ 2./0@4 85 1/=/11/> 9; 25 20 2@@;A09. A0 2> 2./0@4 :20>3/5 2558.0 2./0@4 D89: 9:/ A@@;A09 EC/@A98?/ 29 9:/ :/2> ;= 9/2 85 /. W89: 9:85 [email protected];A0> 80=;112=9 B18/= D89: 1/@; 9; 9:/ @38/09 B4 9:/ A@@;A09 EC/@A98?/. T:/ B18/= 20> BA>./9 21/ >85@A55/> 20> 2=9/1 =80238E298;0 ;= D;17. T:/ A@@;A09 EC/@A98?/ /5 20> @;;1>8029/5 9:/ 2@98?898/5 5; 9:29 >/2>380/5 21/ 9:/ @38/09L5 /C6/@9298;05 B/@;5 2 3;9 ;= 9829/> ;0 9:/ 61;.1/55. T:/ A./0@4L5 D81/@9;1 9;; :25 9; B/ 7/69 80=;1. T:85 85 >;0/ >81/@934 80 5?/198580. 2./0@8/5 A5A2334 =;1< 9:/81 8o;=912te13 20> a1t /21e8to13 809; @1/298?/ 9/2 219 >81/@9;15 :2?/ 9:/ D;1> J219J;0/ >;/5 0;9 0/@/5521834 D189/ 9:/ D;1>5 20> 9:/ ;9:/1 >12D 9:/ 68@9A1/5K 9:/4 B;9: ./0/129/ @1/298?/ 8>/25 9; 1/61/5/09 9:/ 61;6;5898;0 '9:/ 2>?/1985/A@98;0 59A>8;5 9; >/?/3;6 20> 8/621981/@9;1 20> @;64D189/15. T:/5/ 6;5898;05 20> 2> 2./0@4 85 /C63280/> B/3;D.
A1t D21e8to13
A19 D81/@9;15 80 A>?/198580. 21/0#9 0/@/5521834 9:/ :/2> ;= 20 A19 D/6219 61;>A@9 :25 9:/ 52 =//3 25 9:/ ;18.8023 @;0@/69. T:/ @;64D189/1 :25 A398A@9#5 ?/1B23 20> 9/C9A23 @;09/09- 20> B;9: 21/ 1/56;058B3/ =;1 @; 6/15A258?/ 8>/25. D/6/0>80. ;0 9:/ @;/58.029/> =;1 ;0/ ;1 9:/ ;9:/1- =;1 805920@/- 20 219 >81/@9;1 80. 20> 2 @;64D189/1 81/@9;15 /58.0/15- 8/?/3;6/15 20> 61;>A@98;0 2198595. I0 2 581/@9;1 81/@9;15 81/@9;15 80 2 5/08;1$FA08;1 219 >81/@9;1 1/3298;05:86.
Co;=912te1
A @;64D189/1 85 2 6/15;0 D:; D189/5 9/C9- ;1 @;64- =;1 @38/095. M;59 @;64D189/15 D;17 80 2>?/198580. ;1 A@80. @;64 9:29#5 809/0>/> 9; 6/15A2>/ 2 1/2>/1 9; BA4 2 61;>A@9 ;1 5/1?8@/ ;1 ;9:/1D85/ 927/ 2@98;0. C;64D18980. 80?;3?/5 61;?8>80. D;1>5- D:8@: 21/ 1/2> ;1 :/21> 80 2>?/1985//9283/> 9/C9 =;1 @2923;.A/5- B1;@:A1/5- 3/2=3/95 20> F;A10235. C;64D18980. 235; 927/5 9:/ =;1< ;= 5@1869 =;1 9/3/?858;0 20> =83< @; 8>/25 9; 61809 2>5- @2923;.5- B833B;21>5@;?/198580. 82. U3985 ;= 2>5 20> 82 2 @;64D189/1 D833 D;17 80 >/6/0> ;0 :85 ;1 :/1 ;D0 80@380298;0 20> D:29 @38/095 257 =;1. A @;64D189/1 ;=9/0 D;175 25 6219 ;= 20 2>?/198580. 9/2 2>?/198580. >/621981/@9;15. T:/ @;64D189/1 :25 A3985 ?/1B23 20> 9/C9A23 @;09/09- 9:/ 219 >81/@9;1 :25 A398 266/23- 20> B;9: 21/ 1/56;058B3/ =;1 @;/25. C;64D189/1 20> ?85A23 219 D;17 .; :20> 80 :20> 20> 9:85 85 9:/ D;17 D:8@: .;/5 ;0 80 9:/ 2./0@4L5 @1/298?/ >/6219?/1985/ 80=;1A@9=;33;D/> B4 >85@A558;05 D89: 9:/ 2@@;A09 63200/1- 23;0. D89: 1/5/21@: 6/1:265 2 /6219 A0>/15920>80. 9:/ 20> 0//>5 ;= 9:/ 921./9 2A>8/0@/ 20> 9:/ @:212@9/18598@5 ;= 9:/ 61;>A@9. T:/4 /098=4 D:29 89 85 9:29 D;A3> 9:/ 61;>A@9 B/80. 61;. T:/ A19 D81/@9;1 20> 9:/ C;64D189/1 9;./9:/1 9:/0 D;17 ;0 20 8>/2 9:29 5:;A3> @29@: 9:/ 299/098;0 ;= 9:/ 6AB38@ 20> 6A9 9:/ 5/3380. 6;809 ;= 9:/ 61;>A@9 2@1;55K 5 21/ >85@21>/>- 1/80@21029/> 20> @1/29/>. T:/ =8023 61;>A@9 85 2 9/2< /==;19 ;= 9:/ C;64D189/1 20> A19 >81/@9;1 D89: /2@: ;9:/1 :2?80. 5A../59/> 239/1298;05 9; 9:/ ;9:/1. T:/ 81/@9;1 D:; 80 9A10 12D80.5 21/ 9:/0 61;>A@/> 20> 5:;D0 9; 9:/ @38/09. O0@/ 9:/ @38/09 2@@/695 9:/ @;0@/69 20> 324;A9 85 8=8/> 20> 9:/ >/92835 =833/> 80. T:/ >/58.0 20> @;64 85 5/09 9; 9:/ 61;>A@98;0 9/2< =;1 946/5/9980.6:;9;.126:5 20> >12D80.5 =;1 61809/> 2>?/1985/ L/; /10B2@:-
A10/99. M204 @1/298?/ 2198595 56/09 5; 2B3/ 9; 5/9 :8.: 5920>21>5. A0 /==8@8/09 2> C262B3/ ;= 59129/.8@ 9:80780. R S6;5898;080.L 20> 233 9:29. EGA2334 .;;> 29 62@72./ .;;>5 20> ;9:/1 780>5 ;= 2@@;A095 W/33 ?/15/> 80 .126:8@5 20> 6:;9;.126:4 A :21> D;17/1 20> =259 S3;D 9; GA211/3 P1/621/> 9; 5:21/ @1/>89 =;1 .;;> D;17- 20> 2@@/69 B32 D;17 A .;;> 61/5/09/1 ) .;;> 1/@1A89/1
!2
C1eat20e P1o8e33 Pol28=
!!
Client brief to Group Manager Research Anal sis ! "valuation of Brief
Preli#inar Strateg note
More infor#ation re$uired
%nitial Strateg #eeting
Revised Strateg note &iscuss 'ith client
Creative Brief &iscussion of initial Concepts 'ith group #anager Presentation to Agenc Plans Board Finali(ation of concept
Revise
Group #anager presents concepts to clients
!4
Group #anager presents concepts to clients Finali(ation of e)ecution
Pre * +esting *igital Studio
O=9/0 @233/> 9:/ DTP 5/@98;0- 9:85 5/9 ;= 6/;63/ D;17 ;0 9:/ =8023 219D;175 9:29 21/ 5/09 9; 9:/ ?218;A5 6AB38@298;05 =;1 1/3/25/.
DTP A1t23t
DTP A19859 85 D/57 T;6 PAB385:80. D;17/1- 2 56/@823 02 80 A>?/198580. 2./0@8/5- PAB385:/1- C;3;1 5/621298;0- P180980. 20> ;9:/1 1/329/> 80>A5918/5. A DTP A19859 A5A2334 57833/> 80 ;B/ P:;9;5:;6- A>;B/ I33A59129;1- C;1/3D12D- A>;B/ I0D/58.0 CS- 20> ;9:/15. DTP A19859 85 =;1 5@23/ ;= 9:/ 2>?/198580. 85 0;9 8@25980.. T:/ M/>82 D/6219?/198580. 2./0@4 85 1/56;058B3/ =;1 9:/ 6320080. 20> 632@/?/198580. 98 562@/. I9 85 2 =A0@98;0 9:29 80 1/@/09 4/215 :25 A0>/1.;0/ @;058>/12B3/ @:20./. T:/ 61;38=/1298;0 ;= 82 =;1 9:/ /5@232980. @;59 ;= 82 9882 D/6219./9 80 9:/ . H/0@/ 9:85 F;B 1/GA81/5 6320080.- 1/5/21@: 20> BA480. 562@/ 80 9:/ 61/55 ;1 988==/1/09 56/@823859. T:/1/ 82 BA4/15. I0 5 B4 9:/ 52/=8080. 9:/ 61;B3/ 809/161/980. ;= >292 2B;A9 61;B3/ 5/1?8@/5 '8./. 61;?8>80. 2 5;3A98;0 9; 9:/ 61;B3/ /?23A298;0 ;= 2@98;0 927/0 ;0 9:/ B2585 ;= 80=;1@259 82- ;A9>;;1- 20> 9:/ 61/55(- 9:85 D;17 85 A5A2334 ;A95;A1@/> 9; 2 82 2./0@4 D:8@: @20 2>?85/ ;0 5e3ia planning 20> 85 0;1;D0 =A19:/1 9:20 2 580.3/ 2./0@4 ;1 @38/09 @20. I0 5 80>//> 80@3A>/ 2 0A 6;5898;05" 61;>A@98;0 D;17- TI09/10/9U 2>?/198580.- ;1 1/5/21@:- =;1 /C2 A5/ 809/1023 1/5;A1@/5 9; 8 /C/@A9/5 38?/ /?/095- D:8@: @;A3> 80@3A>/ 2 B120>$61;>A@9 32A0@:- 20 /C:8B898;0- 2 @;0@/19 ;1 /?/0 2 @;0=/1/0@/.
"raffic Manager +system administrator,
A0 ;=9/0 =;1.;99/0- BA9 59833 8/6219?/198580. 2./0@4 85 t1aff28. T468@2334 :/2>/> B4 2 t1aff28 6ana4e1- 9:85 >/6219A@98;0 ;= =235/ F;B 592195- 802661;61829/ F;B 80898298;080@;/1-@;59 /598 9:/ 0//> =;1 82 /C9/058;05. I0 5/>8@29/> 912==8@ A@/1 P1;>A@98;0 C;-;1>8029;1 20>$;1 T12==8@ C;-;1>8029;1
T:/ 61;>A@98;0 9/2A@98;0 C; 9; 2> 61;>A@/ 9:/ TV @;?/198580. 2./0@4 20> 9:/ @38/09. T5e P1o/:8e1 T:/ P1;>A@/1 85 1/56;058B3/ =;1 5A6/1?8580. 233 256/@95 ;= 2 TV 8o66e182al 61;>A@98;0- =1;< 9:/ 5/3/@98;0 ;= 9:/ 61;>A@98;0 @;./980.5@:/>A380.- @25980.- 3;@298;05- 5/95- A@98;0 @;80. 2> @1/298?/ 5A66;19 80 5A@: =8/3>5 25 BA>./980.5@:/>A380.- 61;>A@80. 61;>A@98;0 B;;75- 20> 2A>898;080. 923/09. A C;-;1>8029;1 ?/14 ;=9/0 D833 :20>3/ 1/?858;05 20> 2>269298;05 ;= TV @;/38?/14 9; 9:/ 61809/> 62./- 9:/0 5918@9 9/@:08@23 1A3/5 . O= @;A15/1A3/5 D/1/ / =;1 ?238> 1/25;05. A0 2> 9:/1/=;1/ 0;9 6AB385:2B3/. )5at P12nt P1o/:8t2on Peo;le DoI P1809 61;>A@98;0 6/;63/" • • Meet /ea/l2ne3. PAB38@298;05 805859 ;0 5918@9 >/2>380/5 20> 89#5 @1A@823 9:29 61;>A@98;0 624 5918@9 ://> 9; 9://2>380/5 21/ A@98;0 M202./1 D;1780. 70;D- 3/>./ ;= 9:/ 329/59 .126:8@ 219 9/@:0;3;.4. A5 9/@:0;3;.4 @:20./5 89 85 0;D 8/15920> 9:/81 =A0@98;0. • Co?o1/2nate an/ 6ana4e. T:/ P1809 P1;>A@98;0 >/6219?/198580. 85 1/61;>A@/> @;11/@934 D:/9:/1 80 @;3;A1 ;1 80 B32@7 20> D:89/. T:85 /9283 20> 89 85 A6 9; 9:/ P1;>A@98;0 M202./1 9; 61;?8>/ 9:/ 56/@8=8@298;05 9; 5A6638/15. • SD2ll3 an/ t1a2n2n4. W:29 21/ 9:/ 578335 0/@/55214 9; A@98;0Q T/@:08@23 219 /C6/1985/ 20> 2 D83380.0/55 9; 7//6 2B1/259 ;= 0/D >/?/3;6/9283. C; 20 A0>/15920>80. ;= 5459/A@98;0 578335 21/0#9 5; 4/215 ;= 9128080. A0>/1 9:/ D80. ;= 20 /C6/18/0@/> P1;>A@98;0 M202./1.
41
A4en8= Pe13onnel
Production "eam
A> 2./0@8/5 A@98;0 9/2< D:8@: 80@3A>/5 P:;9;.126:/15P1809/15- T46/5/99/15- T/3/?858;0 P1;>A@/15- /9@. BA9 580@/ 9:/ D;17 85 ?/14 >8?/15/ 2./0@8/5 @;;1>8029/ D89: =1//320@/15 ;1 /592B385:/> 61;>A@98;0 A0895 =;1 9257 9; B/ @;. P1;>A@98;0 D;17/15 21/ @;0@/10/> D89: 233 9:/ 9/@:08@23 61;@/55 ;= 9A1080. 9:/ =8023 @;64 20> 219 D;17 809; 2 1/23 2> =;1 61809- TV- 12>8;.
Storyboard artist
S9;14B;21> 219859 85 2 61;=/558;0 56/@8238E/ 80 @1/2980. 59;14B;21>5 =;1 2>?/198580. 2./0@8/5 20> =83< 61;>A@98;05. A 59;14B;21> 219859 85 2B3/ 9; ?85A238E/ 204 59;18/5 A580. GA8@7 57/9@:/5 ;0 626/1 29 204 /180.5 21/ 9D; ;9:/1 59;14B;21> 26638@298;05 21/ .12>A2334 92780. ;?/1- >8.8923 @25. S9;14B;21> 219859 85 235; 70;D0 25 833A59129;1 ;1 ?85A238E/1- 9:/4 21/ 81/@9;15 ;1 =83< >81/@9;15 21/ 9:/ @;092@9 59;14B;21> 2198595 20> 9:/ >/2>380/ 85 23D245 98.:9- ;?/108.:9 D;1780. 85 ?/14 @; 26638@298;05 21/ 9:/ C;1/3 P2809/1 20> 9:/ A>;B/ P:;9;5:;6- 5; 2198595 0;D2>245 B/.80 20> =8085: 9:/81 D;17 ;0 @;12D80. 5;=9D21/ 20> >8.8923 6/0@835 387/ W2@;< 'G126:8@5 92B3/9(80 9:85 D24 9:/4 52?/ /==;19 20> /58.05( 5A@: 25 @1/298?/ 5;3A98;058 898;02334 26638/> 9; 59298@ 82- 5A@: 25 B;;75 B1;@:A1/5. A>>898;02334- 580@/ 9:/ 2>?/09 ;= @;/58.0 85 A9838E/> 80 /3/@91;08@ 82 - ;=9/0 1/=/11/> 9; 25 809/12@98?/ >/58.0- ;1 /58.0. T:/1/ 21/ ?21480. >/.1//5 ;= .126:8@ >/58.0. G1a;528 /e324ne1 80?;3?/A@98;0. I0 @; A@98;0 21/ A5A2334 1/GA81/>- BA9 A5A2334 0;9 @;058>/1/> 9; B/ D89:80 9:/ 5@;6/ ;= .126:8@ >/58.0 A03/55 9:/ @38/09 85 235; 2 .126:8@ >/58.0/1. A39:;A.: 9:/ 9/1< #.126:8@ >/58.0/1# D25 =8159 @;80/> 80 9:/ 209: @/09A14- 9:/ 59;14 ;= .126:8@ >/58.0 56205 9:/ :859;14 ;= /1 9; 80=;1/25/C61/558;0 20> =//380. 9; 2198=2@95 9:29 >;@A 5/08;15 D:; 21/ ./0A80/34 809/1/59/> 80 20> :2?/ 20 26989A>/ =;1 2>?/198580.. I09/105:865 29 2>?/198580. 2./0@8/5 20234585" G29:/180. 80=;180. 80>A5914- @;80.5 80 ?/1B23$D1899/0 =;1< D89: 1/@; D/33->/?/3;6/> 2>?/198580. 20> @; B1;2>@259 ;1 @; B/ /C6;5/> 9; 25 2>?/198580. 61;@/55.
44
$ob Po32t2on3 an/ Ea1n2n43
,;B 6;5898;05 20> /21080. 80 20 2./0@4 ?214 D89: 895 58E/ 20> 9A10;?/1. A@@1/>89/> 2./0@8/5 :2?/ 2 321./ 5/9 A6 D:83/ 5 25 ;= 2 =28134 .;;> 2./0@4.
G/0/123 M202./1 C1/298?/ D81/@9;1 A55;@829/ C1/298?/ D81/@9;1 C;64 C:8/= C;64D189/1 ,A08;1 C;64D189/1 C;64 9128080. A19 D81/@9;1 ,A08;1 V85A238E/5 F8085:80. 219859 A@@;A09 D81/@9;1 A@@;A09 SA6/1?85;1 A@@;A09 /C/@A98?/5 A@@;A09 EC/@A98?/5 T1280// M/>82 M202./1 T12==8@ M202./1 P1809 P1;>A@98;0 M202./1
-
R5. !0000-!5000 63A5 :;A5/- @21- 80@/098?/5 R5. 25000-!0000 63A5 :;A5/- @21 R5. 10000-15000 63A5 :;A5/- @21 R5. 10000-15000 63A5 :;A5/ 20> 6/175 R5. %000-10000 63A5 6/175 R5. 2500-5000 63A5 6/175 R5. 1500-2500 R5. 10000-15000 63A5 :;A5/- 6/175 R5. 4000-%000 R5. !000-4000 R5. 20000 63A5 :;A5/- 6/175 @21 R5. %000-12000 63A5 @21 R5. 5000-%000 R5. 2000-2500 R5. %000-10000 R5. 5000-%000 R5. 7000-12000
45
A4en8= Co6;en3at2on
)ommission and fees methods
T:/ 1/?/0A/ ;= 2>?/198580. 2./0@4 85 >/18?/> =1;< @; >/58.0(- 9:/ 52 >12=980. 20> 2 :; D/58.0 ) D12=980. 'CADD( D:8@: 85 9:/ A5/ ;= @;/58.05 =;1 A@95 20> 255;@829/> D89: @;/> 61;>A@98;0 ;= 9:/5/ 61;>A@95 70;D0 25 CAM 'C;/> M20A=2@9A180.(. T:85 85980@98;0 B/9D//0 .126:8@ >/58.0 20> 9/@:08@23 >12D80.. DA/ 9; 9:85 @; 9; >/5@18B/ @;/58.0. T:/ ;B/ P1/;B/ I33A59129;1 A>;B/ A=9/1 E==/@95
4%
!dobe Photoshop
A/obe P5oto35o;- ;1 5889;1 >/?/3;6/> 20> 6AB385:/> B4 A>;B/ S459/A@/> B4 A>;B/ S459//1/> 9:/ 80>A5914 5920>21> 80 9; 9:/ A5/ ;= ?85A23 /3/;D5- M2@ OS +- 20> M2@ OSK ?/158;05 A6 9; P:;9;5:;6 9.0 @20 235; B/ A5/> D89: ;9:/1 ;6/12980. 5459/;B/ 5;=9D21/ =;1 82 />8980.208 2A9:;180.. F83/5 80 P:;9;5:;6#5 0298?/ =;1 9; 20> =1;< A>;B/ I4- A>;B/ I33A59129;1- A>;B/ P1/ A>;B/ E0@;1/ DVD 9; 21> DVD5- 61;?8>/ 0;0-380/21 />8980. 20> 56/@823 /==/@95 5/1?8@/5 5A@: 25 [email protected];A0>5- 9/C9A1/5 20> 5; ;0 =;1 9/3/?858;0=83< 20> 9:/ W/B.
0uark1Press
J:a1DKP1e33 85 2 62./ 324;A9 26638@298;0 =;1 M2@ OS + 20> W80>;D561;>A@/> B4 *A217- I0@..*A217 @20 B/ 5//0 25 ;0/ ;= 9:/ =;A0>/15 ;= D/579;6 PAB385:80. 'B/58>/ A>;B/ S459/ A663/ C; 80 19%7. *A217+P1/55 /2134 ;0 80@;16;129/> 20 800;?298?/ 26638@298;0 61;.12-62194 >/?/3;6/15 9; @1/29/ @A59;< 2>>;0 =/29A1/5 9; 9:/ >/579;6 26638@298;0. I091;>A@/> 80 19%9- +9/058;05- 23;0. D89: A663/ C;- D/1/ 9:/ =8159 /C2/?/3;6/1 233;D80. ;9:/15 9; @1/29/ 5;=9D21/ 2>>-;05 =;1 9:/81 26638@298;0. /58>/ *A217+P1/55- *A217 I0@.#5 ;9:/1 0;92B3/ 61;>A@9 85 J*A217+P1/55 P2556;19J- D:8@: 85 *A217+P1/55 D89: 9:/ 2>>/> 2B83894 9; A5/ 56/33-@:/@780.. A39:;A.: 58/579;6 6AB385:80. 26638@298;05 =;1 9:/ :; 5 80 85 2 6;6A321- 61;618/9214 809/.129/> !D 5;=9D21/ 5A89//?;3?/> =1;< A3825 P;D/1A08/?/3;6/> B4 A3825. AA9;>/57 2@GA81/> A3825 80 O@9;B/1 2005. I9 85 ;=9/0 A5/> 80 9:/ =83< 20> TV 80>A5914- 25 D/33 25 =;1 @; ?8>/; .2 !D @; !D /3380. 5;=9D21/ 62@72./- ;18.802334 B4 A3825 S459/ B4 AA9;>/57 A0>/1 895 M/>82 20> E09/192808?858;0. AA9;>/57 2@GA81/> 9:/ 5;=9D21/ 80 O@9;B/1 2005 A6;0 6A1@:2580. A3825. I9 85 ;=9/0 A5/> 80 9:/ 2>?/198580.=83< 20> TV 80>A5914- 25 D/33 25 =;1 @; ?8>/; .2 =;1 0A 9; 208 =;1 /380. 9:/
Object made in Maya
@:12@9/1 ;1 204 61;>A@9- 208/180. 20>
[email protected]:/ 329/59 ?/158;0 ;= M242- ?/158;0 %.0- D25 1/3/25/> 80 AA.A59 200&.
50
!dobe 2lash
A/obe Fla35 '=;1 B/=;1/ 9:29 FA9A1/S6325: A08 9; 2 9; @1/29/ @;09/09 =;1 9:/ A>;B/ E0.2./ A@98;0S@1869 20> B8->81/@98;023 591/28; 20> ?8>/;. S918@934 56/2780.- A>;B/ F325: 85 20 809/.129/> >/?/3;6 80 ,20A214 200&. T:/ @A11/09 ?/158;0 85 +! '2@9A2334 ?/158;0 1!(- 1/3/25/> 80 ,20A214 200&. I95 0/D =/29A1/5 80@3A>/ -- D;AB3/ @38@7 C1;6 9;;3 '9:/ =8159 ;0/ 2B3/ 9; @1;6 .1;A65 ;= ?/@9;15 20> B89/?/3;6 20> ;698A@95D:8@: @20 B/ .;;>5 A5/> B4 /0> @;05A5 A5/> 80 ;9:/1 61;>A@95. CAD 85 235; /C9/058?/34 A5/> 80 9:/ >/58.0 ;= 9;;35 20> 80 9:/ 12=980. 20> >/58.0 ;= 233 946/5 ;= BA83>80.5- =1;< 5/09823 946/5 ':;A5/5( 9; 9:/ 321./59 @;A591823 591A@9A1/5 ':;5689235 20> =2@9;18/5(. CAD 85 =;1 >/9283/> /0.80//180. ;= !D /35 20>$;1 2D >12D80.5 ;= 6:458@23 @; 9:1;A.:;A9 9:/ /0.80//180. 61;@/55 =1;< @;0@/69A23 >/58.0 20> 324;A9 ;= 61;>A@95- 9:1;A.: 591/0.9: 20> >402/58.0/15 9; 324;A9 20> >/?/3;6 9:/81 D;17 ;0 5@1//0- 61809 89 ;A9 20> 52?/ 89 =;1 =A9A1/ />8980.- 52?80. 2 3;9 ;= 9812D80.5.
5!
Fa6o:3 a/0e1t232n4 a4en82e3 2n 9o1l/
•
BB' EBa1tleB Bo4le 18985: A81D245.
'e4a1t=> -- =28- L/?8#5- ,;:008/ W237/1-
•
C123;2n Po1te1 L Bo4:3D= --=22 UK.
•
$)T '=;182 85 =;1/?/1J 'D/ //15(- JR/2@: ;A9 20> 9;A@: 5; S929/5 A1 ;9:/15
•
O42l0=
Mat5e1 -- =2 D89: 9:/ :/2>380/
JA9 &0 /59 0;85/ 80 9:85 0/D R;335-R;4@/ @;80. 9:/ JT:807 D8==/1/09J @28>25- 20> S;04 P32459298;0. R/56;058B3/ =;1 @1/2980. 9:/ =@A7 B120> 20> '80 9:/ UK( W;0>/1B12 2>?/198580.. 54
O42l0=
A//1e33
Mat5e1 In/2a
T12>/ C/091/- T:81> F3;;1- S/026298 2629 M21.- L;D/1 P21/3- MA(K S I MA9A23 FA0>'MA9A23 FA0>(K TTK T/C983/5 'T209/C$T/C983/(K , K T41/5 'T41/5(K P20923;;0 F25:8;0 I0>82 L9>. 'G21BA14P8>8389/ I0>A5918/5 L9>. 'F/?8@;3( L;A85 P:83866/ '@;16;129/(K UTI 'MIP#97$F8020@823(K TVS SAEA78 '@;16;129/(" T292 T/35/1?8@/5 '@;16;129/(T292 C;- L869;0 - 9/2 20> :/239
K D85@;?/14 C:200/3 I0@ 'D85@;?/14 C:200/3 - 9/3/?858;0 @:200/3(K ITC L9> '@;16;129/(K MIRC E3/@91;08@5 L9> 'O08>2 - 9/3/?858;0(K T:/ C:25/ M20:29920 207 '@;16;129/(K 8132 !M L9> 'S@;9@: 189/ - @3/2080. 28>(K , M M;1.20 S9203/4 ', M M;1.20 S9203/4 - 80?/592 M;9;15 L9> 'B87/5(K U089/> T/3/?858;0 '9/3/?858;0 82(K C2591;3 I0>82 L9> 'C2591;3 - 3AB18@2095(K HA9@:85;0 M2C T/3/@;< L9> 'M2C T;A@: - @/33A321 ;6/129;1(K TELCO 'T292 S2=218- S8/112- SA5 80 2 .8?/0 =8/3>. T:/ I0>820 2>?/198580. 80>A5914 :25 /?/3;6 D;13>-@3255 @1/298?/5. T:85 5/@98;0 80 82.@;< 85 /C@3A58?/34 >/>8@29/> 9; 9:;5/ 6/;63/ D:; :2?/ / I0>820 B120>5 6;6A321 0;9 FA59 80 I0>82 BA9 B/4;0>9:1;A.: 9:/81 @1/298?/ ./08A5. RA0 9:1;A.: 9:/ /0918/5 '21120./> 236:2B/98@2334( 80 9:85 5/@98;0 9; ?8/D 20> 2> >/=8089/34 /?/14;0/ 80 9:/ 2>?/198580. 80>A5914 D833 :2?/ 5; L/./0>5.E?/14B;>4 70;D5 A G K185:02 :85 2./0@4 =1;< 2 R5. !5 327: @;;AB380. A6 25 @;64D189/1$219 >81/@9;1 20> GA89/ ;=9/0 /?/0 25 @1/298?/
A G Krishnamurthy ") Chair#an ! Managing &irector Mudra Communications
>81/@9;1. H/1/ 85 2 52 / 52985=2@9;14 H2?/ 2 @1/>8B3/ 61;6;5898;0
71
Ca3e 3t:/=
C38/09 A> A./0@4 " R/3820@/ T/C983/ I0>A5918/5 L9>. 'V8/" I0 G/15 =;1 =25:8;0 =;1 9:/ ./093/82 89 5920>5 =;1 9:/ =80/59 5A8980. =;1 ./093// ;9:/1 @;05A 80 5/3/@9/> 61/598.8;A5 ./0/123 809/1/59 B4 9;6 3/?/3 6/15;00/3- D/1/ 235; A5/> 25 2 618 D:89/ =;1 5@:/>A3/> 80 233 ;9:/1 6;809 ;= 523/ 85918BA9/> 9; 1/9283/15 59;@780. H/11 M;>/ 5A8980. 233 ;?/1 9:/ @;A0914.
7!
Ca3e 2
Agency: O.83?4 ) M29:/1 Client: Asian Paints
O M b:2l/2n4 b1an/3 of A32an Pa2nt3
A3B/19 E8059/80 528> OE?/149:80. 5:;A3> B/ / 25 585V A5 2./0@8/5 80 I0>82 21/ 5:;D0 B/3;D.
7&
Con8l:32on
I0 9;>24L5 D;13> D:8@: 85 =259 402 20> >/581/5 21/ @:20.80.K 89L5 ?/14 8 .8?/ 9:/< D:29 9:/4 D209. T:85 85 9:/ ?/198580. D:/1/ 2> 2./0@4 63245 5/3/@9 9:;5/ D:8@: D833