GREY ADVERTISING BANGLADESH LIMITED:

Grey is one of the ten largest advertising agencies in the world, with offices in over 83 countries. This agency is organized into four geographical units: North America; Europe, Middle East & Africa (EMEA), Asia-Pacific and Latin America. Grey Worldwide provides highly creative services including brand ideas and strategies, brand planning, creative development and production. The first joint venture international full service advertising agency to set up in Bangladesh, GABL is today the largest stand alone agency in Bangladesh with billings of USD 6 million in 2006. GABL is a member of the Grey Group owned by WPP. Gray has one overriding focus: To produce truly great creative work To produce work that soars, makes them proud Fosters the brand relationship with consumerswork that helps their clients prosper

A very small party of professionals working in the Account Management department runs the operations and management of the company. Graduates from the reputed business schools of home & abroad, these young managers thrive to reach the very best. The work environment of Grey Advertising is another example of its classy, multinational aura. The well-decorated, smart office floor is equipped with latest technology like LAN and Internet. The average age of the employees is 28- quite unthinkable in most other workplaces of Bangladesh. Thus, the company is a true believer of youth and exuberance. Its services are: Brand ideas & strategies, Brand planning, Creative development, Production, etc. Inherited from the parents in New York, USA, Grey Advertising always attempts to learn the newest way of doing business. Grey advertising is the first ad agency in Bangladesh to buy a spot in a local web portal for one of its clients. The commitment to technology continues as the company is looking forward to set up a separate wing Grey Interactive, the worldwide Grey concern concentrating on the Internet advertising and other forms of digital communication.

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ORGANIZATIONAL OVERVIEW:
GREY details: Grey Worldwide
Grey Advertising Bangladesh Limited is a Grey Global Group Inc. company. A brief overview of the parent company thus requires a brief introduction. A fortune 500 company of the year 2004, Grey Global is the 2nd largest marketing & advertising company with the following concerns under its belt: GREY WORLD WIDE Mass Advertising. MediaCom Media Buying & Planning. Grey Direct Direct Marketing. GCI Public relation. Grey Health care Group Health Care Marketing G2 Brand Identity & promotion. Grey Interactive Interactive Communication. J. Brown/ LMC Group Co-Marketing /Local Marketing Beyond Interactive Interactive Communication G-Whiz Entertainment Youth & Entertainment marketing. Grey Alliance Entertainment Partnership. Wing Latino Group Hispanic Marketing. Grey Direct Marketing Multimedia Communications. Ericsson Fina Beauty, Fashion and Image.

Companys vision: To be a great global integrated Communication Company creating and enhancing brand value for the clients.

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Advertising Branding and marketing Youth Marketing Entertainment Marketing

Branding and Design Data Consulting Direct Marketing Interactive Marketing Promotional, Trade and Shopper Marketing

Advertising Medical Education E-marketing Brand Consulting DTP/DTC Communications Meeting Management

Corporate Consumer Healthcare Technology Media Relations

Image: Global Resources- A Rich Total Communications Company

Companys mission:
We will create leading brand ideas; ideas that create resonance in peoples hearts and minds and create brand preference.

GREY DHAKA:
Grey Advertising Bangladesh Limited is one of the leading advertising agencies in Bangladesh. According to the AD age (An International advertising magazine), Grey is the one of the largest ad agencies in Bangladesh in term of annual revenue.

The departments working within GREY:

There are basically five departments in GREY. One of them work around the production of advertisement and other ensures smooth functionality of the organization. In the following

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figure all the departments of GREY. The mission of these departments is to produce quality advertisements for their clients. As a result, the advertisements should drive sales, create an increased in awareness, and the firm's profits should go up.

1. Account Servicing Department: The basic function of the client service department is
to maintain relationship with the clients and prospects. They communicate the thought of both the parties between two parties. They are one of the most important parts of GREY because they are the persons who find out the things customer needs and finding the need is one of the most useful ways to keep the customers happy. This department is the blood circulation of the whole organization and it co-ordinates within the functions of the various department in the agency. This department of GREY is also important for research purpose. This gives some important information to the GREY authority, like i. ii. iii. iv. v. Effectiveness of the campaign Market power of the subject product Customer reaction about the product or the ad campaign Finding out the reasons that makes a product fails to have more sales or gain more sail. Market background of the product

2. Media Department: Now a day number of full service agency is getting lower and lower
every day. GREY is one of the few full service agencies in Bangladesh. Thats why they have to select the media they are going to use to publish or to show any certain advertisement. The media department of GREY finds out the most profitable way from the combination of coverage, cost and product type to air the advertisements. The media department also finds out the programs that a client can sponsor. Media timing is also one of the important functions of the media department. The media selection method is a little bit hard-hitting here in Bangladesh. In case of broadcasting media, the important factors considered by the GREY are: i. ii. Coverage of the network (BTV has the highest coverage) Type of product (some products cant be advertised in national TV before 10)
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TV

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Cost TRP rating (In case of sponsorship, agencies follow a rating called television rating point, TRP.)

3. Creative department: This is the engine of the organization because it is them who
make GREY popular and effective to the clients. They perform certain acts. Some of them are given below. i. ii. iii. iv. v. vi. Developing theme for a TV commercial Developing headlines, sub-headlines and body messages for an advertisement to be printed on papers. Designing the look of the artists in a commercial Visualizing the idea Preparing jingles Finalizing layout, etc.

4. Finance department: The finance department of GREY functions like finance

department from any other business organization. The extra thing it does is the budgeting for any advertisement campaign or product promotional campaign.

5. HR department: This department helps to find out the best people, who can suits with
this organization. This department also motivates the employees in various ways. i. ii. iii. iv. v. vi. Recruiting new employees are their concern. Training and development of the interns are going in a good way is also their concerns. Compensation, employee benefit, leave and service rules program and upgration Placement and performance appraisal of employees Preparing related reports Reporting to the Executive Committee/ Board on related matters

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CAPABILITIES:
Planning:
In todays highly competitive and protean marketplace; one is either gaining on, or worried about being gained upon by a competitor. Whether ones brand is a market leader or challenger, a newcomer or a mature brand, a packaged good, a service, technology, or increasingly, a combination of two or more of the farmer; the critical challenge is determining how to overcome marketplace inertia and explosively build and accelerate brand momentum. Success is not an end-state, but an opening process. Indeed simply maintaining current brand momentum is often the fools gold of marketing, leading, any to complacency and disaster in a marketplace where brands must grow or die, where the long term must be accomplished in the short-term, brand acceleration is the life blood of successful brand management.

In order to ensure that we deliver famously effective ideas for their clients, they have developed the Brand Acceleration Model of Planning. They believe in following strategic process which allows both the agency and client to collaboratively distill all available data into core insights and brand building ideas that drive the brand forward. The goal of the brand acceleration model is to chart a strategic trajectory for the brand. Increasingly brands can no longer own positions- too static a framework to embrace the dynamism of todays competitive market place. It does not allow for the constant process of dynamic changes that is necessary to attain and maintain brand acceleration. In a marketplace of constant evolution and change, companies cannot longer just ask what their brand stands for today. They have to ask: what is my brand becoming? they need to establish a direction for the brand- a direction that will continually elevate and separate the brand from its competitors.

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The final outcome of brand acceleration model is the driving idea, which is the strategic idea that will serve as the inflection point for creating a new direction for the brand. Its rallying cry for the strategy. It is the place where strategy gives fight to creativity. The driving idea is the media agnostic, brand-building core idea that drives all aspects of brand communications- P.R., broadcast, print, online, retail, relationship, marketing, buzz etc. In summary, the world moves too fast for marketers to be content knowing where their brand stands today. Our proprietary tool, brand acceleration model, help us set course for the most inspiring and effective future direction with the help of a driving idea and is designed to accelerate the brands full potential.

Advertising:
Grey, with 121 offices in 116 cities in 94 countries, ranks among the largest global adverting companies. Our long-standing reputation for launching and building many of the worlds leading brands in rooted in our blue-chip client roster which includes one-fifth of all fortune 500 companies. Grey today is a full-service agency for the 21st century with a total offering that delivers best in class brand communications in every channel. Amid constant change, we have one uncompromising focus: to accelerate the potential of our clients brands with powerful creative ideas across all touch points. The strength and success of our network lies in the imagination, passion and creativity of our people across countries and cultures. In the Asia pacific region, grey spans over 17 countries.

Activation marketing:
G2, with 87 offices in 42 countries, is a leading global network of specialist marketing companies dedicated to delivering brand communications the drive consumer action. Our mission is to optimize the power of the brand message and create communications that go beyond awareness and preference, taking consumers to the next critical step: action, using strategic insights and analytics, innovative marketing technique, and emerging media and technologies, G2 elevates a brands communications across multiple touch points to achieve relevancy, impact and ultimately, brand activation. The company provides direct marketing, branding and design, interactive, promotional marketing, trade and shopper marketing and data analytics to world-class companies. In the asia pacific region, G2 spans across 17 countries.
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Customers of GREY ADVERTISING BANGLADESH Limited:

Grey Advertising is one of the newest ad agencies as well. Started only in 1996, Grey has been able to strengthen its market position strongly thanks to its multinational experience and Global approach to business. A Grey Global Group Inc, USA company, Grey has one of the most exquisite portfolios in the country. The major clients in Bangladesh of GABL are:

Grameen Phone Prothom Alo GMG Airlines Procter & Gamble (P&G) Glaxo SmithKline (GSK) Vaccination GSK Consumer Health Care Abul Khair Group ACI Pharmaceuticals Beximco Pharmaceuticals Aftab Food & Beverage Ltd. (AFBL) New- Zealand Dairy Products Philips Lighting Akij Group Novartis, Gallery Apex Pacific motors Shark Energy Drink Igloo Aarong, etc.

It is worth mentioning that P&G, and GSK are all global partners of GREY WORLDWIDE. The only multinational company in the country, Grey has proven its worth over past few years. From establishing a new brand like Virgin drinks or CityCell Digital to continuing the Global Corporate image of BAT, Grey is termed as the most respected ad agency in Bangladesh. Managed by the professionals having proven track record, Grey maintains one of the smallest workforces to run its multi-million taka operations.

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RESPONSIBILITIES OF GABT TO THEIR CLIENTS:

Putting the Client First:

Grey is committed to the highest level of integrity in our business interactions with its clients. When they deal with other entities on behalf of their clients, they often act as their client's agent, and all benefits from such dealings should be passed along to their client.

Obtaining Services For Its Clients:

In obtaining services for their clients, their primary considerations should be obtaining the best quality and price for the client. Whether in the area of production, media placement or otherwise, if anyone is contracting for business on behalf of a client, he or she must follow the appropriate Grey policy governing such transactions, which is distributed to applicable employees and may be obtained from the senior manager at Grey responsible for his/her business unit or the Compliance Officer.

Client Invoicing:

Invoices to a client should be in keeping with the terms of their agreement with that client and should accurately and completely reflect the work performed by Grey and the accurate amount of any outsourced charges. Neither the Company nor any individual employee may obtain a direct benefit from any supplier for expenses that are invoiced to a client.

Gathering Information About their Clients' Competitors:

They must abide by all applicable laws when gathering information about their clients' competitors. They must never attempt to acquire such information through unlawful means, such as theft, spying, bribery or breach of a company's nondisclosure agreement. If there is any indication that information that anyone obtains about a client's competitors was not lawfully received by the party in possession, they must have to refuse to accept it and contact the General Counsel. The must also do their utmost to preserve and maintain the confidentiality of their clients' confidential information.

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COMPETING WITH HONESTY:

Success in the Marketplace:

Grey depends on its reputation for quality, service and integrity. The way they deal with their clients, competitors and suppliers molds their reputation, builds long-term trust and ultimately determines their success. Grey is committed to a policy of vigorous and lawful competition that is based on the merits of their products and services. They seek to maintain the trust of their clients, competitors and suppliers by conducting business in a fair and ethical manner.

Antitrust Laws:

Grey's activities are subject to antitrust and trade regulation statutes, which govern how they interact with their competitors, clients and suppliers. It is important for them to know these laws and regulations and make sure they are in full compliance with them. Some of the most serious offenses in this area involve agreements between competitors to fix prices, limit the availability of products or services, or allocate clients, territories or markets. Any such agreement, whether formal or informal, is unlawful and is prohibited by Company policy. Company employees should take care to avoid unnecessarily involving themselves in situations from which an unlawful agreement may be inferred. For that reason, contacts with competitors should be kept to a minimum. Employees must notify the Compliance Officer before joining any associations that bring competitors together. Employees must be particularly careful when participating in such association meetings or other such gatherings. All contacts with competitors should be conducted as if they were completely in the public view.

Gathering Information About Grey's Competitors :

It is entirely proper for them to gather information about theirr marketplace, including information about Grey's competitors and their products and services. However, there are limits to the ways that information should be acquired and used, especially information about Grey's competitors. In gathering competitive information-

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i.

They may gather information about their competitors from sources such as published articles, advertisements, brochures, other non-proprietary materials, surveys by consultants and conversations with their clients, as long as those conversations are not likely to suggest that we are attempting to (a) conspire with their competitors, using the client as a messenger, or (b) gather information in breach of a client's nondisclosure agreement with a competitor or through other wrongful means.

ii.

They must never attempt to acquire a competitor's trade secrets or other proprietary information through unlawful means, such as theft, spying, bribery or breach of a competitor's nondisclosure agreement.

iii.

If there is any indication that information that you obtain was not lawfully received by the party in possession, you should refuse to accept it. If you receive any competitive information anonymously or that is marked confidential, you should not review it and should contact the General Counsel immediately.

iv.

The improper gathering or use of competitive information could subject you and the Company to criminal and civil liability. When in doubt as to whether a source of information is proper, you should contact the General Counsel.

Truly Global:

The business for which we have been invited to be evaluated as partners is something that no Agency in Bangladesh has ever handled. Given this scenario GREY is best suited to meet the challenge, because being a true multinational it can pull together its global resources that have experience in handling such businesses in other parts of the world i. GREY has the best and most developed retail and trade marketing and management expertise, built over the years by working with global clients like BAT, P&G, GSK and Reckitt GREY is the first firm in the world to have developed the latest trade and retail marketing modules ii. GREY is also best suited for consumer engagement programs grown through its experience mainly with BAT, where one is forced to think far beyond the usual ATL and BTL models. iii. GREY Dhaka right now has the best Strategic Planning Team. 3 of the countries best planners are working for this institution and building brands for both local and global

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clients. GREY is also the first agency to have developed the concept of insight and insight papers which is still known as GREY Matter. iv. GREY Dhaka today also has the biggest and best creative team the best art directors and creative directors from nearly all old agencies are currently working in this single institution and have worked across many diverse categories

Truth in advertisement:

As one of the worlds preeminent advertising and marketing communications agencies, Grey is committed to maintain and uphold the standards that govern our industry. In accordance with the standard of practice of the American Association of Advertising Agencies, Grey employees should not knowingly create ad or other marketing communications that contains: i. ii. iii. iv. False or misleading statement or exaggerations Testimonials that do not reflect thae real opinion of the individual[s] involved Price claims that are misleading Statements, suggestions or pictures that are offensive to the general public or minority segments of the population.

GREYS WORKS:
Some works of GREY:
GrameenPhone:

When GREY Works for a client?

There are certain conditions that are prerequisite that GREY will be working for the organization. Some of them are; i. ii. If the product line is not conflicting to the lines already handled by GREY. Good Quality of the product

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iii. iv. v. vi.

Availability of funds for researching Market position of the product has to be possible to be developed. Creative and working freedom Trust and partnering

ACHIEVEMENTS:
GABL is a market leader with a dynamic team of young and talented professionals and has won an unprecedented 4 years in a row (2003-2007) the Agency of the year Award, at the Srijan Samman Awards for all Bengali advertising work done in India and Bangladesh. In additional work done for its local as well as multinational corporate has won innumerable local and international Awards and accolades. The creativity of Grey in Print & TV media has been undisputed. The astute, smart creative professionals work for selling quality work with less priority to quantity of work has been a trend of Grey across the globe. The Media department of Grey is not far behind. Grey Advertising Bangladesh is the second largest buyer of print medium of Bangladesh and one of the leading ones in TV medium. Besides these, there are few success stories of Grey Advertising Bangladesh like; Grey Bangladesh won the International Media Exchange Award for its GSK Vaccination ad. Recently Grey received six awards in Adfest 2011 for promoting successfully Grameen Phone, Prothom Alo and Abul Khair Steel.

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