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Anjani GP Final Document

My graduation project under Leo Burnett India.

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Anjani Pandey
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110 views

Anjani GP Final Document

My graduation project under Leo Burnett India.

Uploaded by

Anjani Pandey
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 51

GRADUATION PROJECT REPORT

2020

A project report submitted in partial fulfillment of


the requirements for the award of the degree of

Bachelor of Design
to

National Institute of Fashion Technology,


Srinagar

by

COPYRIGHT ANJANI PANDEY


No part of this publication may be reproduced, distributed, or transmitted in any form BD/16/2654
or by any means, including photocopying, recording, or other electronic or mechanical
methods, without the prior written permission of the author and NIFT, except in the case
Department of
of brief quotations embodied in critical reviews and certain other noncommercial uses FASHION COMMUNICATION
CERTIFICATE
Telecom major Airtel has added ad agency Leo Burnett to its roster of
agencies. Leo Burnett handle the B2B and B2C services for the brand which
includes below-the-line (BTL) activities and circle marketing campaigns.
Corporate hierarchy reflected family responsibility, and in some
businesses that’s still the case.

However, most organisations today are much more complex. To


make sure that all business functions are carried out, and that each
staff member understands their role, a degree of order and hier-
archy becomes necessary. A carefully designed structure can help
a company work more effectively, because each of its staff has
a clear line of responsibility. Employees can focus on the task at
hand rather than stock market performance.
The main role of an account planner is to use planning and re-
search to gain insights on how the customer is perceiving a brand’s
campaign. They are the people who are up-to-date with the latest
marketing trends and provide strategic direction for their client’s
campaign through focus groups.

In larger companies, there is a separate department for account


planning which consists of account managers and researchers. In
smaller companies, the account manager and account executive
role is combined with the role of an account planner.
The account servicing or client servicing team is one of the most
important departments within the advertising agency. This is the
team which directly communicates with the client. They are re-
sponsible for understanding the client’s brief and coordinating
work between the media and creative teams.

The team consists of an account director at the top who oversees


the entire enterprise while account managers and account execu-
tives handle the everyday operation of the business. They maintain
relationships with the executives of the client company, develop
strategies to meet the client’s needs and oversee the working of
the departments concerned with the account. In many ways, the
account servicing team is the face of the agency as they are the
ones who develop plans aimed at fulfilling a client’s business re-
quirements and needs.
The creative department of an advertising agency is responsible for
developing and designing the campaign for the client across var-
ious mediums. Their job is to come up with ideas which create a
demand for the customer’s product within their target audience.

The creative team consists of many departments such as copy-


writing, graphic designing, editing and web development. Heading
these departments is the creative director who is responsible for
the creativity and quality of work going to be put forth to the cli-
ent. Under him lie the directors of each of the departments who
specialise in certain areas of the creative process. For example, the
copy director and the art director are responsible for copy and de-
signing respectively.

After the proposal for a project has been approved, the client ser-
vicing team provides the creative team with a brief that highlights
the requirements of the client. The creative team then discusses
and finalises on a concept, which is then given to the designing
and copywriting divisions. They then make the final advertisement
and give it to the account planners who test its effectiveness.
Company’s Philosophy
Airtel launched
Airtel Extreme One
BIBLIOGRAPHY
http://singylstroke.com/7-main-departments-adver-
tising-agency/
https://www.airtel.in/
http://leoburnett.co.in/
https://www.airtel.in/business/b2b/G-Suite-benefits
https://newsroom.cisco.com/press-release-content?-
type=webcontent&articleId=2060001
https://www.dnaindia.com/business/report-5-
things-to-know-about-airtel-payments-bank-now-
live-2276405
https://en.wikipedia.org/wiki/Leo_Burnett_Worldwide
https://en.wikipedia.org/wiki/Bharti_Airtel

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