What are the advertising Agencies???

Advertising agency is a business that assists advertisers in all stages of the advertising process - from account management and planning to message creation, media planning, and research (Bergh & Katz, 1999, p.29) Advertising agencies are service companies that specialise in planning and execution of advertising programmes for their clients (Belch & Belch, 1990, p.61-63) An advertising agency acts on the basis of an assignment placed by the client in which the client also delegates some decision making authority to the agency (Mills, 1990) In most cases the agency makes the creative and media decisions. Often it supplies supporting market research as well, and may even be involved in the total marketing plan. The activities undertaken and the amount of autonomy allowed to the agency vary from one relation ship to another. (Aaker & Myers, 1987, p.10) Advertising services can be defined as packages of activities that are offered to other companies and which concern the planning, production and / or delivery of advertising. Advertising services are bought and designed to improve the purchasing company's performance and well-being (Wilson, 1982) Advertisement & Event Management EXECUTIVE SUMMARY This assignment covers the introduction and details of three major advertising agencies in Pakistan. We have selected Manhattan Pakistan Limited (MPL), Pirana Group and International Advertising Limited (IAL) for this purpose. The assignment is started from the Manhattan Pakistan Limited (MPL)s details in which we have explained its introduction, history, services offered by MPL and the list of its major clients. MPL was the first Pakistan-owned advertising agency and started its business in 1954 at that time capital of Pakistan Karachi. Currently, MPL has a team of professionals consists on more than 100 professionals. The agency is providing its services to many Government and Army institutes like The Board of Investment Pakistan, Capital Development Authority (CDA), Higher Education Commission (HEC), COMSATS, Pakistan Telecommunication Authority, Pakistan Television, Frontier Works Organization (FWO), Askari Bank Limited etc. Next we have presented the information about Pirana Group which includes the vision, values, spirit, creative excellence and its major clients. The agency claims as it is providing fresh ideas and cost efficiency to its clients. The agency is focusing on its talented human resource to make an edge in the market. It is affiliated with M & C Saatchi in Pakistan and also its regional presence in Dubai, Karachi, Lahore, London, and Kabul. The major clients are Dawn News, NOVARTIS PHARMA (PAKISTAN) LTD, Engro Foods, Habib Oil Mills, Makro Cash and Carry and National Investment Trust Limited. After Pirana Group we have presented the information about International Advertising (PVT) Limited (IAL) in which you can get knowledge about IALs history, philosophy, vision, motto, credentials, and its major clients. The

agency started its business in 1966 and PIA was its first client after it, IAL showed a persistent growth and provided its services to other big companies like Procter & Gamble and National Bank Limited. It has won many awards including the Agency of the Year Award- Adweek & Adage as well as the #1 Creative Agency at Cannes. Today IAL has a long list of clients including Ariel, Engro Foods Limited, Head & Shoulders, Mobilink, National Foods, PIA, Safeguard, PSO and Pampers. In the end we have concluded the whole work.

MANHATTAN PAKISTAN LIMITED (MPL) INTRODUCTION Manhattan Pakistan Limited ( (MPL) was the first Pakistan-owned ad agencies to enter owned Pakistans advertising arena and have remained one of the front runner ever since. front-runner Today MPL ranks as one of the top agencies in terms of business volume and client portfolio. Serving the promotional needs of numerous clients both Above The Line (ATL)1 and through Below The Line (BTL)2 for the last four decades, Manhattan Pakistan has now t Pakis entered in its fifth decade with the fervor to build brands through consumer insights by converting buyers into brand believers. HISTORY MPL first saw the light of day in 1954 and established its roots in Karachi, Pakistan. Pakistan MPL operates with a strong family feeling, with 100 professionals steering the agency on a straight course towards success. MPL maintains the delicate balance between conceptualization, to product and an effective performance in the marketplace. MPL has performance helped influence consumer preferences and changing lifestyles. During the past four and a half decades, MPL has experienced both vertical and horizontal growth. Today MPL stands tall with its network of branches providing vari various shades of promotion to satisfy market needs. MPL is the only advertising agency with deep roots spread into the network of multiple media. MPL, with a very strong family feeling, has a team of over 100 professionals many of them leaders in their respective professionalsrespe fields-with proven expertise in multi media message creation, account planning and multi-media research prowess, client servicing, strategic brand consultancy and all other disciplines related to successful advertising. 1. Above the line (ATL) is an advertising technique using mass media to promote brands. Major above-thebrands line techniques include TV and radio advertising, web and internet banner ads. 2. Below the line (BTL) is an advertising technique. It uses less conventional methods than the usual specific channels of advertising to promote p products, services, etc. than Above the line (ATL) strategies. These may include activities such as direct mail, public relations and sales promotions for which a fee is i agreed upon and charged up front. SERVICES OFFERED BY MPL The following services are offered by MPL Advertising (Above The Line/Below The Line) Designing and creative management E-advertising Account and brand management Outdoor advertising Account planning Strategic/Brand consultancy

Research Direct marketing Media (management, planning, buying) Public relations Event management Sales promotion MAJOR CLIENTS OF MPL The following are the major clients of MPL Askari Bank Limited The Board of Investment Pakistan Burraq Telecom Limited Capital Development Authority Bahria Town COMSATS Higher Education Commission (HEC) Pakistan Telecommunication Authority National Savings Organization Frontier Works Organization (FWO) National Telecommunication Corporation (NTC) Pearl continental Securities & Exchange Commission of Pakistan Land Rover Pakistan Television and Fauji Cement PIRANA GROUP VISION To transform our clients brands and business through the power of our Fresh New Ideas approach while providing cost efficient communication solutions. VALUES At Pirana, talent is the most valuable asset we have. The focus is on providing longterm career development and nurturing partnerships with our valued clients. SPIRIT To inspire excellence through hunger, passion and an ideas driven approach, and to deliver solutions that are cost efficient and best in class. We aspire to winning global awards. ABOUT PIRANA One word equity Non conformists A challenger brand with hunger, passion and aggression Regional presence- Dubai, Karachi, Lahore, London, Kabul-Afghanistan World class creative talent with 65 awards 5 global and regional awards Global agencies experience with local experts Managing multinational and local brands Providing cost efficient solutions Affiliated with M & C Saatchi in Pakistan CREATIVE EXCELLENCE New York festivals 2007 (Instant money bronze winner) Dubai lynx MENA awards 2008 (Awakening- bronze winner) Dubai lynx MENA awards 2008 (Before & Afterbronze winner) Dubai lynx MENA awards 2008 (Old Man Waiting-Finalist) Cannes Lions 2008 Awards (Old Man Waiting-Print Finalist) MAJOR CLIENTS Dawn News NOVARTIS PHARMA (PAKISTAN) LTD Engro Foods Habib Oil Mills Makro Cash and Carry National Investment Trust Limited INTERNATIONAL ADVERTISING (PVT) LIMITED HISTORY International Advertising Limited opened its doors to business in 1966 and like many pioneering agencies, IAL started off with a single client PIA. In a few short years new . clients were added to the portfolio such as National Bank of Pakistan, PTDC

and B Boots Pharmaceuticals. It was also the only agency to record growth after the fall of East Pakistan, no mean feat in an atmosphere of economic and political turbulence. In 1973, IAL took the bold step of refusing the nomenclature of its parent company PIA. And yes, PIA is still its client, a very valued one at that. The agency continued to grow nd and by the mid 80s IAL had become the largest agency in terms of Print Media Buying largest M and was also the first Pakistani agency to go international, buying media worth more than $5 million. By 1988, IAL had extended its international credentials by becoming the first Pakistani agency to affiliat with an international agency- Saatchi & Saatchi, a top affiliates Saat player in the global advertising arena. In 1991, IAL launched the entire Procter & Gamble portfolio in Pakistan (including Head & Shoulders and Vicks). Five years down the line, the locally developed ads for Oil of . Ulay were adapted internationa internationally. Since then IAL has welcomed every new brands like Engro Foods Limited, Jazz, Indigo, Mobilink, Samba Bank and Sony Ericsson. Change is vital and at IAL it is constantas is creativity and hard work. No wonder IAL is the hottest ideas Company around. PHILOSOPHY We consider ourselves to be an Ideas Company, not merely an ad agency. While ads and ad campaigns are perishable, Ideas have a life of their own. Ideas are created by people and ultimately it is our people who make the difference. They are passionate, competitive and restless. onate, VISION We want to be known as the hottest ideas shop in Pakistan. Our purpose is to generate extraordinary ideas that transform our clients businesses, brands and reputations. MOTTO Nothing is impossible CREDENTIALS It is a known fact in the market that IAL has won more awards in diverse creative disciplines than any other agency, including the Agency of the Year Award- Adweek & Adage as well as the #1 Creative Agency at Cannes. IAL is the only company in Pakistan which has won international awards for its creative work. These include: Readers Digest Worldwide Pegasus Award (twice) Nikkei Business Advertising Impact Award-Japan P&G Global Passion For Brandbuilding BFI Ideas Bigger Than Ads-S&S South Magazine Creative Awards-Asia MAJOR CLIENTS Ariel Dewan Mushtaq Motor Company Engro Foods Limited Eva Guess Head & Shoulders Inbox Mead Johnson Mobilink National Foods Pampers PIA PSO Safeguard Samba Bank Sony Ericsson

CONCLUSION On the basis of above information and research for advertising agencies gave us a good know how about the working of the advertising agencies and their scope. We concluded that all advertising agencies are mainly focused on the ideas because they

are doing the business of ideas, so they try to encourage their people to give them fresh and lively ideas. The agencies are the reputation builder of its clients businesses. Advertisement & Event Management INTERNET REFERENCES http://www.ialideas.com/home.htm http://www.babylon.com/definition/Above http://www.babylon.com/definition/Above-the-Line_Advertising/English Line_Advertising/English http://www.babylon.com/definition/Below_the_line_%28advertising%29/English http://www.mpl.net.pk/about.html http://www.piranagroup.com http://www.megaessays.com/viewpaper/70755.html