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This is a story about…

Alsaba Rahman (128) Advertising 2009


Me and Leo Burnett

- Alsaba Rahman
128, Batch 2009
Alsaba Rahman (128) Advertising 2009
Alsaba Rahman (128) Advertising 2009
• Started in 1935; Named after its creator
• Followed Walter Lippman’s philosophy of
creating an image around the product
• Head office in California
• Owned by Publicis Groupe
• 300 advertising professionals in 3 offices-
Mumbai, Delhi and Bangalore
Alsaba Rahman (128) Advertising 2009
Venturesome L B

• Brand planning and advertising - Leo Burnett

• Ground activation and consumer / trade


relationship management - Leo Activation

• Media planning and buying - Starcom India

• Solutions for the entertainment industry in India


- Leo Entertainment

Alsaba Rahman (128) Advertising 2009


Clients

Alsaba Rahman (128) Advertising 2009


Jab we met

Alsaba Rahman (128) Advertising 2009


Alsaba Rahman (128) Advertising 2009
The Hierarchy

Client Servicing Account Planning Creatives

VP

Brand Director

Brand Associates

Trainee

Alsaba Rahman (128) Advertising 2009


Kamna

Vaishali Atin

Alsaba Rahman (128) Advertising 2009


My Job
Profile..

Alsaba Rahman (128) Advertising 2009


I am a Complan girl…
22 projects:
projects:
–– Understanding
Understandingthe
theretail
retailand
andmodern
moderntrade
trade
environment
environmentfor
forthe
theMFD
MFD(Milk
(MilkFood
FoodDerivatives)
Derivatives)
segment
segmentand
andascertain
ascertainthe
therole
roleof
ofdifferent
different
innovative
innovativePoint
PointofofSale
Saleitems
itemsatatthe
theshop
shopfloor
floor
•• Field
Fieldresearch
researchofofthe
theretailers
retailersacross
acrossMumbai
Mumbaicity
cityand
and
suburbs
suburbs
•• Current
Currenttrends
trendsamongst
amongstthe thevarious
variousPlayers
Players
•• Trends
Trendsthat
thatare
aregrowing
growingin inpopularity
popularity
•• Possible
Possiblefuture
futuretrends
trends

–– Understanding
Understandinghow
how‘Claim
‘Claimadvertising’
advertising’works
works
around
aroundvarious
variouscategories
categories
–– Developed
Developedpossible
possibletouch
touchpoints
pointsfor
forComplan:
Complan:

Alsaba Rahman (128) Advertising 2009


Creating a Mascot which would attract
mothers as well as kids
Using it for branding across communication channels

May be a Super
Hero who
promises to rid
you of your
health related
fears and
Alsaba Rahman (128) Advertising 2009
A TVC idea: Try to rope in
Shahid & Ayesha again !!!

There is a lot of
talk on blogs and
communities
about them being
in previous ad..
Sounds like
Buzz..! Alsaba Rahman (128) Advertising 2009
Finding Need-gaps
•• Study
Study various
various categories
categories in
in market
market

•• Organise
Organise

•• Analyse
Analyse

Alsaba Rahman (128) Advertising 2009


SWOT
Alsaba Rahman (128) Advertising 2009
• Hard Worker
• Punctual
• Eager to learn
• Pals at disposal 

• Strike out !

Alsaba Rahman (128) Advertising 2009


WOT
S

Alsaba Rahman (128) Advertising 2009


• Hesitant (intimidated)
initially

• Novice pangs

• Too much of research:


little time left for
interaction

Alsaba Rahman (128) Advertising 2009


OT
SW

Alsaba Rahman (128) Advertising 2009


• The opportunity itself!
• Long pending
IMPORTANT work
• Several new pitches:
Relaunch of Complan, Big
movies, Reliance GSM etc.
• Presentation to VP
• Alumnus

Alsaba Rahman (128) Advertising 2009


T
SWO

Alsaba Rahman (128) Advertising 2009


• Distance: Powai to Parel

• Just 45 days of work

• Resettlement

Alsaba Rahman (128) Advertising 2009


Observations

Alsaba Rahman (128) Advertising 2009


• Casual work environment
• Client is the King: Agency, the
King-maker!
• Action starts after dark
• Make efforts to get noticed!
• Boss seems busy: Check !
• Communicate
• EXPLORE…

Alsaba Rahman (128) Advertising 2009


Recommendations

Alsaba Rahman (128) Advertising 2009


• Do not let the casual environment
of the agency loosen you up
• Get a hack of the city: Local trains
• Do not hesitate…Pester
• Get more practically trained
• 45 to 60 days are quintessential
• Loiter around & talk to everyone
• On your toes!
• Relatives: No-no!

Alsaba Rahman (128) Advertising 2009


Ennjjooii !!!!!!
E
Alsaba Rahman (128) Advertising 2009
A hearty thanks to…
• Atin and Manan
• Vaishali, Richa, Spandan
• Mitin, Kamlesh, Mayur
• Yash, Aditi, Harsha, Swati, Vikram
• UKC

Alsaba Rahman (128) Advertising 2009


Alsaba Rahman (128) Advertising 2009

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