Advertising Agency

Saatchi & Saatchi Company Description
This advertising firm is so nice, they named it twice. Saatchi & Saatchi is one of the world 's top advertising agency networks, with more than 150 offices in about 85 countries. It provides creative advertising services and plans marketing campaigns for some of the largest advertisers and top global brands. Its Saatchi & Saatchi X agency acts primarily as a shopper 's marketing services network in the US, while its The Facilities Group segment specializes in technical and creative services in audiovisual and print areas for the UK market. Founded in the UK by Maurice and Charles Saatchi in 1970, Saatchi & Saatchi is part of Paris-based advertising conglomerate Public’s

INTRODUCTION
An advertising agency is also called an 'ad ' agency. It is a service based business that is dedicated towards the creation, planning and effective handling advertising and any of the other forms of product or service promotions. These services are usually offered to the clients within the industry, though, sometimes, the service is also extended to clients offering affiliated services and products too. The ad agency is independent from the clients. It provides the viewers or customers with an 'outside ' point of view to the effort of selling the products or services. The dedicated agency is also equipped to handle all the overall marketing and brand strategies and organise the necessary sales promotional campaigns for clients, when and as required.
Today, the typical ad agency clients include various small, medium and big businesses and corporates, a number of non-government organizations and even government agencies. The ad agencies may be hired to produce single ads or the more common and trendy, series of related ads, referred to as the advertising campaign. There is a lot of competition today in the number of dedicated goods and services offered within the various industries and the consumer market and the shelf life of the product or service is defined by the success achieved in sales, on account of successful advertising.

Saatchi & Saatchi is an advertising firm which is working in india and they also have their one branch in lower parel.
Advertising is the means of information as well as influencing the general public to buy products or services through visual or oral message.
Saatchi & Saatchi Saatchi is their core focus was creativity so they also made a conscious decision to substantially improve upon the quality of their work. Saatchi &Saatchi is
The Indian CEO - Kamal Basu
National Creative Director - Ramanuj Shastry
National Planning Director - Saurabh Mishra
Executive Vice President - Ayan Chakraborty
The Indian CFO - Anil Vora
Saatchi & Saatchi is a worldwide ad agency. They have some worldwide clients they are as follows.
A) Procter and Gamble - 1) Head & shoulder 2) Ariel 3) Olay 4) Pampers

B) Mahindra Renault - 1) Logan car
C) General Mills - 1) Pillsbury aata
D) ICICI Bank - 1) Home Loans
E) Cox & Kings - 1) Travel
F) Tata Tea - 1) Tetly

Saatchi & Saatchi had launched many products; some of them are as follows.
1) Hyundai Santro
2) Logan Car
3) TVS Motorcycle

The company is working as an advertising agency. They have many departments in one company to work well. And they also have their own working style.

They have 4 important functions or department for efficient work process. They are as follows.

1) Client servicing:-
This department is mainly looks after for services to their clients. This department comes first. Because this department tells the clients that what they can do for them. They inform them that they have many types of offers and advertising types. This department informs them that which type of advertisement will help them.
Then client selects one from that. 2) Creative:-
The creative department is deals with creative and innovative ideas and suggestions for making extraordinary advertisements. The company recruits some creative peoples for this department. The creative departments inform the clients that they can publish their products by many interesting ways. In this department they make creative ads in two forms i.e. Print ad, & Tvc ad. But in creative manner.

3) Film Department:-
The film department is the department in which the tvc ads are made. This department appoints a person who takes care of it. They also appoints director who is special in this type of advertise. After that they select locations & actors or models for the advertisement. And finally they made an ad film.

4) Production Department:-
This department helps another departments by providing them financial resources. This department also works on print ad. This department prepares layouts for various types of advertisements. The production department prepares the ads as per the customer requirements.

So these are the main departments which helps the company to makes the creative ads in an efficient manner.

The Saatchi & Saatchi had won the following awards:-
• ABBEY
• CANNES
• GOA FEAST
• CLIO

SAATCHI & SAATCHI
A) Share Holding:-
Saatchi Worldwide- 100%

B) No. of Employees:-
Creative Department-64; Client Servicing-41; producton-32; Account Planning-6; management, admin, finance-36;

C) Specialized Units:-
Saatchi Focus-28; Celsius 100-4

D) Divisions:-
Saatchi Focus; Celsius 100

E) Key Accounts:-
P&G; Mahindra Renault; Sony Ericsson; TVS; Videocon; Bharat Petroleum; Mother Dairy; General Mills; Novartis; Cox & Kings; Bata India; Tata Tea; HP; MICO; ICICI Bank

HISTORY

George Reynell, an officer at the London Gazette, set up what is believed to be the first advertising agency in London, United Kingdom, in 1812. This remained a family business until 1993, as Reynell & Son, and is now part of the TMP Worldwide agency (UK and Ireland) trading under the brand TMP Reynell.[citation needed]
Volney B. Palmer opened the first American advertising agency, in Philadelphia in 1850. This agency placed ads produced by its clients in various newspapers produce "photographs, ambrotypes and daguerreotypes. His ads were the first whose typeface and fonts were distinct from the text of the publication and from that of other advertisements. At that time all newspaper ads were set in agate and only agate. His use of larger distinctive fonts caused a sensation. Later that same year Robert Bonner ran the first full-page ad in a newspaper.
In 1864, William James Carlton began selling advertising space in religious magazines. James Walter Thompson joined this firm in 1868. Thompson rapidly became their best salesman, purchasing the company in 1877 and renaming it the James Walter Thompson Company, which today is the oldest American advertising agency. Realizing that he could sell more space if the company provided the service of developing content for advertisers, Thompson hired writers and artists to form the first known Creative Department in an advertising agency. He is credited as the "father of modern magazine advertising" in the US

ROOTS

Saatchi & Saatchi has grown from a start-up advertising agency in London in 1970 to a global creative communications company headquartered in New York, with 150 offices in 86 countries. Saatchi & Saatchi is part of the Publicis Groupe, the world’s fourth largest communications group

WHAT WE DO?

We are a full service, integrated communications network. We’re in the business of getting people to fall in love with our clients’ products and services. Through our creative ideas across all media and all disciplines, we set out to turn brands into Lovemarks which, unlike brands, generate loyalty beyond reason. You can see our work here. We believe passionately in the power of ideas to differentiate and motivate. And to change the world for the better.
To get some idea of the range of disciplines we work in, go to Saatchi & Saatchi X, the shopper marketing experts, and Saatchi & Saatchi S, our groundbreaking sustainability and True Blue offering

LOVEMARKS

Lovemarks thinking is the unique way we look at the relationships people have with products, services and entities. Lovemarks are the future beyond brands because they inspire Loyalty Beyond Reason. They’re also capable of generating sustainable growth beyond normal expectations.
We have a highly developed, formal methodology for raising brands to Lovemark status. At its core are the five key steps which make up the ‘Path to Love’. These are, DISCOVERY, XPLORING, INSPIRATION, ATTRACTION and EVALUATION.

The ‘Path to Love’ is driven by insight and by the emotionally engaging ideas we generate for our clients at the INSPIRATION step.
The definition of a Lovemark is ‘a product, service or entity that inspires Loyalty BeyondReason’.

There’s every chance you have a number of Lovemarks in your life. Products, restaurants, holiday destinations, musicians, radio stations, TV shows, writers, artists, sports teams, breeds of dog. Just a few of the entities that have the potential tobesomeone’sLovemark.

You don’t just like them. You love them. Unconditionally. You really care about them and they’re major priorities in your life. They make you feel that way because they’re mysterious, sensual and intimate. Something mere brands simply are not. When you’re shopping, you search out your Lovemarks, accepting no substitutes.
If it’s ever necessary, you will forgive your Lovemarks. Because it’s love. And the reason Lovemarks work like this? It’s simply that the vast majority of human beings are powered by emotion, not by reason.
You’d be surprised, perhaps, when we say that Lovemarks are owned by the people who love them. Not by the manufacturers who have a legal claim only on the name.

But the name-owners, the clients of the The Lovemarks Company, are not unhappy about this.
As we’ve said, Lovemarks inspire Loyalty Beyond Reason, which blesses them with the ability to create and sustain growth, and to justify a premium price. Who would be upset by that?
However, you might think the current tough times are not good times for Lovemarks. Perhaps you’d expect people to be hunting for bargains, cut prices and cheap options.

But no.
Instead, people are searching for value. They’re seeking integrity and substance over the faddish and the price–slashed. Which means they’re looking for Lovemarks, because Lovemarks are certainties. They represent true value.
So the reality is that even in the toughest, most illogical times, the focus of The Lovemarks Company – ‘to fill the world with Lovemarks’ – makes perfect sense. And we have a highly developed, formal methodology to make it possible

WHAT WE BELIEVE?

Most companies have a mission statement. We don’t. Instead, we have a Purpose, with these components:

Our Inspirational Dream
To be revered as the hothouse for world changing ideas that create sustainable growth for clients.

Our Focus
To fill the world with Lovemarks.

Our Spirit
One Team, One Dream – Nothing is Impossible.

We define our Purpose like this because Kevin Roberts, our Worldwide CEO, co-wrote a book with colleagues from the University of Waikato, New Zealand, called ‘Peak Performance’. The book shows how Peak Performing Organizations run their business this way.

PEAK PERFORMANCE

Peak Performance is about excelling at all times.
At Saatchi & Saatchi, we strive to be a peak performing organization, so we nurture our people to be peak performers.

We use the detailed methodology of Peak Performance to guide individuals to their personal goals.

Peak Performance calls for love and passion. Peak performers love what they do. Love doing what they do better. And doing it better than anyone else. Dissatisfaction never gives way to complacency. Characteristically, peak performers dream it, then they do it. And then they aim for a higher peak

NOTHING IS IMPOSSIBLE

An unshakeable belief and unbeatable attitude from day one at Saatchi & Saatchi.
TRUE BLUE

Saatchi & Saatchi has helped move sustainability rapidly from the fringes of business to centre stage. So that’s where you’ll find Saatchi & Saatchi S.
We’re a global leader in offering clients sustainability consulting, brand activation and employee engagement.
We identify four streams of sustainability. Social, Economic, Environmental and Cultural. And we define our Focus as ‘making sustainability irresistible’.
We’ve also established an internal programme across the Saatchi & Saatchi Network, through which we’re not going to think green, but act True Blue. We’re driving ideas and actions in all offices around energy efficiency, dematerialisation, waste elimination, community and culture-building.
At the heart of this movement is our DOT (Do One Thing) initiative. It makes sustainability personal and brings to life the assertion that “a billion small victories will make the world a better place”.

Saatchi & Saatchi Jobs

Location Title

Copywriter - Direct to Professional posted 10/31/2009
SAATCHI & SAATCHI HEALTHCARE COMMUNICATIONS GROUP/ Inspiring Healthier Living Were all about health. Our employees. Our clients. Their consumers. And, quaintly... ...
New York, NY Senior Art Director - Interactive posted 10/31/2009
SAATCHI & SAATCHI HEALTHCARE COMMUNICATIONS GROUP/ Inspiring Healthier Living Were all about health. Our employees. Our clients. Their consumers. And, quaintly... ...
Atlanta, GA Assoc. Director posted 10/31/2009 buying group, with main subsidiaries including world renowned brands such as Saatchi & Saatchi, Starcom Mediavest, Leo Burnett, Zenithoptimedia and Bartle Bogle... ...
Chicago, IL Director of Insights posted 10/26/2009
Requirements At Saatchi & Saatchi X, our Directors of Insights are key players in our client relationships and business development relationships. They are... ...
Fayetteville, AR Vice President, Planning Director posted 10/26/2009
At Saatchi & Saatchi X, our Vice President, Planning... business discussions that shape the future of Saatchi & Saatchi X. The ideal candidate is connected to the......

Worldwide CEO’s

KEVIN ROBERTS
CEO Worldwide, Saatchi & Saatchi
Kevin Roberts likes ideas and loves inspiration. And hates the word “but”. He’s constantly provocative and restless. Kevin is also the originator of Lovemark thinking, the methodology that differentiates us from all of our competitors.
Discover the way he thinks, the speeches he’s made, and the books he’s written or co-written. Or find out all about Lovemarks.
Kevin Roberts, born and educated in Lancaster in the north of England, started his career in the late 1960s with iconic London fashion house Mary Quant. He became a senior marketing executive for Gillette and Procter & Gamble in Europe and the Middle East. When he was 32, he became the CEO of Pepsi-Cola Middle East: he later became Pepsi’s CEO in Canada.
In 1989, he moved with his family to Auckland, New Zealand to become Chief Operating Officer with Lion Nathan, a position he held for seven years.

Kevin took up his position as CEO Worldwide with Saatchi & Saatchi in 1997.

He has an international reputation for an uncompromisingly positive, inspirational leadership style, and an extraordinary ability to generate ideas and emotional connections that accelerate value.

Kevin is the inaugural CEO in Residence at Cambridge University’s Judge Business School, a top 10 school in the Financial Times Global MBA 2008 rankings, an Honorary Professor at the University of Auckland and an Honorary Professor of Creative Leadership at Lancaster University. In July 2009, he accepted the award of Honorary Doctorate of Laws from the same university. A keen supporter of emerging economies, he is also Honorary Professor of the Peruvian University of Applied Sciences (UPC). He was awarded an Honorary Doctorate by the University of Waikato. New Zealand, in recognition of his contribution to business and sport.

With academic colleagues from the Waikato Management School, Kevin wrote Peak Performance: Business Lessons from the World’s Top Sporting Organizations. In 2004 he wrote Lovemarks: The Future Beyond Brands, a ground-breaking business book published in 18 languages. His book, SISOMO: The Future On Screen, looks at the central role of sight, sound and motion in accelerating emotional connections in the digital age. The Lovemarks Effect: Winning in the Consumer Revolution, is a collection of influential insights on the impact of Lovemarks in markets worldwide. Most recently, Kevin was asked by Renzo Rosso to write the text for Diesel: XXX Years of Communication, a book marking the 30th anniversary of the iconic brand.

The Citizens for NYC awarded Kevin the 2004 New Yorker for New York Award. In 2004 he was appointed business ambassador for the New Zealand United States Council in the US, to complement government-to-government relationships. A former director of the New Zealand Rugby Football Union, he is the current Chairman of the Board of USA Rugby. He was appointed a Director of Telecom, New Zealand, the country’s largest publicly-listed company, in 2008.

Kevin is a Trustee of the Turn Your Life Around Trust, an Auckland charity that mentors at-risk teenagers, and is a Sponsor Governor of Lancaster Royal Grammar School in the UK.

Kevin is married to Rowena Roberts, and has two daughters and two sons. A New Zealand citizen, he has offices and homes in Auckland, New York, St Tropez and Grasmere in the English Lake District (where the poet, William Wordsworth of ‘Daffodils’ fame once lived).

Steve Back
Executive Creative Director, Australia

Durban. London. Perth. Sydney. London. Auckland. Sydney. Writer, Art director, senior art director, Deputy creative director. Head of art, Group creative director, Head of art Creative director. Executive creative director.

Market force agency of the Year. Leo Burnetts. Agency of the Year. Colenso BBDO. Agency of the Year. Saatchi & Saatchi. Agency of the Year. DDB. Agency of the Year. Cannes. D&AD. One Show. Clios. Etc.

Mary Baglivo
CEO New York; CEO/Chair Americas (Latin America, Canada, NY)
Mary is an inspiring leader who challenges herself and everyone around her to be their best. She lives by a strong set of beliefs — an unrelenting quest for excellence, a focus on creating potent emotional connections with consumers and a passion for high creative standards.

As CEO of New York and Chair of the Americas at Saatchi & Saatchi, Mary is responsible for the largest agency within the global network as well as Saatchi & Saatchi’s Latin American and Canadian regions.

Respected for an ability to help clients develop innovative and strategic brand concepts, her prowess extends to major accounts such as P&G, General Mills International, JCPenney and MillerCoors.

Mary’s impressive leadership tenures have ranged from President of Arnold Worldwide/New York to CEO of Euro RSCG Tatham in Chicago to COO of J. Walter Thompson.

She graduated Phi Beta Kappa and cum laude from Rutgers University, where today she serves on the Board. Mary earned her master’s degree from. Northwestern.

Her commitment to excellence has garnered numerous prestigious accolades, including AAF’s Hall of Achievement and Advertising Women of New York (AWNY)’s “Woman of the Year.”

She also serves on the Boards of Ad Council, American Advertising Federation, and the American Association of Advertising Agencies (AAAA).

A champion of inner-city student causes, Mary sits on the Board of Trustees for The Kids Corporation of Newark.

She and her husband, Jim, live in Short Hills, New Jersey, and have two teenagers, John and Martha.

NEW DIRECTORS’ SHOWCASE
This is one of the genuine highlights of the Cannes Lions International Advertising Festival.

The Showcase features the very best new directing talent, identified by our offices around the world, and through the relationships we have with key internet sites.

Notable directors who have appeared in the Showcase include Fredrik Bond, Chris Cunningham, Nicolai Fuglsig, Jonathan Glazer, Michel Gondry, Spike Jonze, Danny Kleinman, David LaChapelle, Chris Palmer, The Perlorian Brothers, Jason Reitman, Mark Romanek, Tarsem, Traktor, Kinka Usher, and Ivan Zacharias.

We wrap each Showcase around a theme. Over the years we’ve brought the theme to life with on-stage performances in the main Cannes auditorium, by the likes of Cirque de Soleil, Fuerzabruta and the dancers from the film ‘Rize’. This year’s Showcase was introduced by Marc Price, the “£45 Feature Film” director.
We now have our own New Directors’ Showcase Channel on YouTube. You can see this year’s Showcase on the Channel by going to WATCH NDS above. You can comment on the directors featured. And we’re uploading the work of all directors who’ve appeared on the Showcase since it began in 1991. You can comment and rate this work too. You can also nominate new directors for next year’s NDS.

AWARD FOR WORLD CHANGING IDEAS
The Award (known originally as the Innovation in Communication Award) was launched in 1998 to bring into the spotlight significant ideas that might otherwise remain hidden. ‘World Changing Ideas’ is the story of the Award written by Richard Myers and Bob Isherwood. Buy this book.
The future of the Award is being reviewed, and there are no plans for a further competition in its current format

News Archive

Huiyuan Juices Appoints Saatchi & Saatchi Beijing
02 NOV 2009 Beijing - Leading juice company Huiyuan, one of China’s best known and most loved brands, has appointed Saatchi & Saatchi Beijing as its agency. The account was awarded in a competitive pitch involving TBWA and Bates and covers all products in the 100% juice and nectar ranges.

The juice market in China has shown impressive growth in recent years as more Chinese consumers have become conscious of their health and wellbeing. This is a trend that is being encouraged by the Chinese government which recently launched its ‘drink juice for a healthy life’ campaign. Huiyuan holds a dominant number 1 position in the 100% juice and nectar categories. Although growing fast, juice consumption per capita in China is still only 20% of the US, the worlds most developed juice market.

Saatchi & Saatchi will be responsible for all above and below the line communications, including in store and digital.

Charles Sampson, CEO Saatchi & Saatchi Beijing, said, “Our research showed that Huiyuan is a trusted and even loved brand for many Chinese. Our job is to build on this strong foundation and help the brand stay relevant for consumers evolving health needs.”

New Campaign for IOM Encourages Responsible Buying
30 OCT 2009
Geneva - Saatchi & Saatchi Switzerland has launched a new European campaign for IOM (International Organization for Migration). The campaign, which was launched on 19th October at Place Schuman in Brussels to coincide with the third EU Anti-Trafficking Day, and the start of a European ministerial conference on global EU action against human trafficking, urges consumers to play a greater role in ending this abuse.

The objective of the campaign is to open up the public debate on human labour trafficking and to kick start a change in consumer behaviour. The campaign is built upon the global insight that most consumers want to buy brands and products that match and reflect their human and ethical values. However, many consumers in industrialized countries do not realize that currently they may be contributing to the plight of humans being trafficked behind the simple, everyday things they purchase. This campaign encourages people to ask the question, “What lies behind the things we buy?”

“To talk about it is to expose it,” says Kerry Petty, Global Group Account Director, Saatchi & Saatchi, Switzerland, who lead the campaign. “We live in a world where the consumer has more control than ever before because they have choices. It is important that the brands and products reflect their ethical values, otherwise, they can choose something else.”

The campaign consists of an event featuring a giant inverted shopping trolley imprisoning models representing migrant workers, along with a 30 second TV spot and online support. The first airing of this TVC is on RTL (Belgium) and Euro News. Consumers are also encouraged to visit www.buyresponsibly.org to find out more about human trafficking for labour exploitation and what they can do to help end it.

“We are not asking consumers to change the world,” says Philippe Schwaar, Saatchi & Saatchi Switzerland’s Creative Director on the campaign, “but if people took a stand by requiring that their products are proven to be human trafficking free, it’s a start. Thereby, corporations which ignore this social dimension in their manufacturing will increasingly tend to be rejected by the consumer.”

Since the launch event, 300 press articles have been written around the world about the campaign, 280 people have joined the related Face book group (Responsible Buyers). There were also over 9000 visitors on campaign’s website in just 4 days.

Saatchi & Saatchi South Africa Wins Sanofi-Aventis Account
29 OCT 2009
Johannesburg - Leading multinational pharmaceutical company Sanofi-Aventis has appointed Saatchi & Saatchi as its new creative agency for its entire PharmaChoice portfolio of products, and has signed a contract for communications billings worth an estimated R30 million.

“With the acquisition of PharmaChoice by Sanofi-Aventis, we needed to partner with a leading advertising company who understands consumer advertising,” says PharmaChoice head, Carel Meintjes. “Saatchi & Saatchi was ranked first in Objectivity 2008 Top International Agencies in SA, which made them a preferred partner. They have also done some great work for us on Essentiale during 2008, which clinched the partnership.”

According to Saatchi & Saatchi Johannesburg MD, Grant Meldrum (pictured), the successful Essentiale ad campaign involved a strategic, pro-active approach. “They were impressed with our proven consumer research tools.”

He continues: “We are extremely excited about working with Sanofi-Aventis, which has a fantastic product range under its PharmaChoice banner and are looking forward to building Lovemarks out of all of their brands and assisting in positioning them as the leading pharmaceutical company in South Africa,” says Meldrum.

Saatchi & Saatchi will be looking at using a complete 360 degree holistic approach to all of the PharmaChoice brands. “We will be including shopper marketing and interactive solutions to ensure that we provide compelling content to all consumer touch points,” he adds. “We believe that we can build some powerful Lovemarks out of these terrific products by emotionally connecting with our clients customers at all levels.”

Saatchi & Saatchi won the Objectivity award earlier this year with Saatchi & Saatchi’s Johannesburg and Cape Town offices being voted best performing agencies in the Objectivity Agency Performance Review Survey of Advertising Agency Performances for 2008. Saatchi & Saatchi Johannesburg secured first place, followed by Saatchi & Saatchi Cape Town in second place, in the Best Performing Advertising Agencies Overall category.

Saatchi & Saatchi Johannesburg also attained two Golds at the prestigious Loeries awards last month, one for its ‘Fetch Campaign’ for Eukanuba under the experiential category for alternative media and field marketing, and one for its ‘Makita Wall’ outdoor campaign, under the ambient media category.

With these Loerie wins Saatchi & Saatchi now ranks 6th in the agency group ratings and 8th in the individual agency ratings, under the new Creative Circle Loeries ranking system, which is based on the number of statues won.

Notes to Editors

About Saatchi & Saatchi:
Is owned by French company Publicis Groupe, the fourth largest communications group in the world, ranked no1 in Europe and No 3 in the USA. Saatchi & Saatchi is a leading global ideas centred ad agency with 150 offices in 86 countries employing 7,000 people. It works with 60 of the top 100 worldwide advertisers and over half of the top 50 most valuable global brands. The firm developed Lovemarks aimed at creating emotional connections with consumers which advocates that Lovemarks i.e. products and services that connect with consumers in an emotionally positive way deliver substantially higher commercial returns. In the last five years Saatchi & Saatchi has won over 4,000 awards. In South Africa, Saatchi & Saatchi has offices in Cape Town and Johannesburg and business units include the African network (Saatchi Africa), the digital operation (Saatchi & Saatchi AtPlay) and the retail offering (Saatchi & Saatchi X)

SAATCHI & SAATCHI BOOKS

There’s now a small library of books written by Saatchi & Saatchi people. If you can 't find them in your local bookstore, all the titles are linked here to amazon.com. Lovemarks: The Future Beyond Brands by Kevin Roberts
Lovemarks: The Future Beyond Brands: Saatchi & Saatchi Designers ' Edition by Kevin Roberts
The Lovemarks Effect: Winning in the Consumer Revolution by Kevin Roberts
Sisomo: The Future on Screen by Kevin Roberts
Peak Performance: Business Lessons from the World’s Top Sports Organisations by Clive Gilson, Mike Pratt, Kevin Roberts, Ed Weyme
Start with the Answer: And Other Wisdom for Aspiring Leaders by Bob Seelert
World Changing Ideas by Richard Myers and Bob Isherwood
Social Work: Saatchi & Saatchi’s Cause Related Ideas foreword by Ed Jones
One in a Billion: Xploring the New World of China by Sandy Thompson.

EMPLOYMENT

We want all our offices to be populated by ingenious people. People who want to put an idea into everything they do. Who want to do things differently. And people who are inspired by Lovemarks thinking.
We’re always looking for people for whom the words ‘nothing is impossible’ are exciting rather than daunting. We need people who can generate Lovemark-creating ideas for our clients, and for our own Lovemark status. If you think you’d fit in here at the Lovemarks Company, find out who to contact at Saatchi & Saatchi about employment opportunities from our complete list of offices around the world.

OUR PARENT COMPANY

Saatchi & Saatchi is owned by the French company, Publicis Groupe. The world 's 4th largest communications group. Publicis Groupe is also ranked as the second largest media agency in the world.
Learn about the Groupe’s worldwide comprehensive advertising, marketing and media offering and their client-centric philosophy.

WANT TO GET IN TOUCH WITH US?

If you have a new business enquiry [e-mail] If you 're a journalist [e-mail] If you have a general enquiry about Saatchi & Saatchi [e-mail] If you have a technical issue with this site [e-mail] For job opportunities, please go to our Employment page

ADVERTISING
Advertising is a form of communication used to influence individuals to purchase products or services or support political candidates or ideas. Frequently it communicates a message that includes the name of the product or service and how that product or service could potentially benefit the consumer. Advertising often attempts to persuade potential customers to purchase or to consume a particular brand of product or service. Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries.[1]
Commercial advertisers often seek to generate increased consumption of their products or services through branding, which involves the repetition of an image or product name in an effort to associate related qualities with the brand in the minds of consumers. Different types of media can be used to deliver these messages, including traditional media such as newspapers, magazines, television, radio, billboards or direct mail. Advertising may be placed by an advertising agency on behalf of a company or other organization.
Organizations that spend money on advertising promoting items other than a consumer product or service include political parties, interest groups, religious organizations and governmental agencies. Non-profit organizations may rely on free modes of persuasion, such as a public service announcement.
Money spent on advertising has increased in recent years. In 2007, spending on advertising was estimated at more than $150 billion in the United States[2] and $385 billion worldwide,[3] and the latter to exceed $450 billion by 2010.[citation needed] Many people are now looking for less costly forms of advertising, as well as more effective forms of advertising. A couple of very effective forms of advertising that are relatively low in cost are direct marketing and promotional products. Direct marketing involves face-to-face interaction with people, whereas promotional products can be given out to people at an event, or even involved as part of a direct marketing campaign. Promotional products are less costly because they are most commonly purchased in bulk. Business promotional products ->[1] combined with direct marketing produce a very effective marketing campaign for little money.
Advertising is communication used to influence individuals to purchase products or services or support political candidates or ideas. Advertising can be displaced on billboards, newspapers, T.V., websites, movies and more.

Types of advertising

Paying people to hold signs is one of the oldest forms of advertising, as with this Human directional pictured above

A bus with an advertisement for GAP in Singapore. Buses and other vehicles are popular mediums for advertisers.

A DBAG Class 101 with UNICEF ads at Ingolstadt main railway station
Virtually any medium can used for advertising. Commercial advertising media can include wall paintings, billboards, street furniture components, printed flyers and rack cards, radio, cinema and television adverts, web banners, mobile telephone screens, shopping carts, web popups, skywriting, bus stop benches, human billboards, magazines, newspapers, town criers, sides of buses, banners attached to or sides of airplanes ("logojets"), in-flight advertisements on seatback tray tables or overhead storage bins, taxicab doors, roof mounts and passenger screens, musical stage shows, subway platforms and trains, elastic bands on disposable diapers,doors of bathroom stalls,stickers on apples in supermarkets, shopping cart handles (grabertising), the opening section of streaming audio and video, posters, and the backs of event tickets and supermarket receipts. Any place an "identified" sponsor pays to deliver their message through a medium is advertising.
Television
Main articles: Television advertisement and Music in advertising
The TV commercial is generally considered the most effective mass-market advertising format, as is reflected by the high prices TV networks charge for commercial airtime during popular TV events. The annual Super Bowl football game in the United States is known as the most prominent advertising event on television. The average cost of a single thirty-second TV spot during this game has reached US$3 million (as of 2009).
The majority of television commercials feature a song or jingle that listeners soon relate to the product.
Virtual advertisements may be inserted into regular television programming through computer graphics. It is typically inserted into otherwise blank backdrop or used to replace local billboards that are not relevant to the remote broadcast audience. More controversially, virtual billboards may be inserted into the background where none exist in real-life. Virtual product placement is also possible. ] Infomercials
Main article: Infomercial
An infomercial is a long-format television commercial, typically five minutes or longer. The word "infomercial" is a portmanteau of the words "information" and "commercial". The main objective in an infomercial is to create an impulse purchase, so that the consumer sees the presentation and then immediately buys the product through the advertised toll-free telephone number or website. Infomercials describe, display, and often demonstrate products and their features,
Radio advertising
Radio advertising is a form of advertising via the medium of radio.
Radio advertisements are broadcasted as radio waves to the air from a transmitter to an antenna and a thus to a receiving device. Airtime is purchased from a station or network in exchange for airing the commercials. While radio has the obvious limitation of being restricted to sound, proponents of radio advertising often cite this as an advantage
Print advertising
Print advertising describes advertising in a printed medium such as a newspaper, magazine, or trade journal. This encompasses everything from media with a very broad readership base, such as a major national newspaper or magazine, to more narrowly targeted media such as local newspapers and trade journals on very specialized topics. A form of print advertising is classified advertising, which allows private individuals or companies to purchase a small, narrowly targeted ad for a low fee advertising a product or service.
Online advertising
Online advertising is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers. Examples of online advertising include contextual ads on search engine results pages, banner ads, Rich Media Ads, Social network advertising, online classified advertising, advertising networks and e-mail marketing, including e-mail spam.
Billboard advertising
Billboards are large structures located in public places which display advertisements to passing pedestrians and motorists. Most often, they are located on main roads with a large amount of passing motor and pedestrian traffic; however, they can be placed in any location with large amounts of viewers, such as on mass transit vehicles and in stations, in shopping malls or office buildings, and in stadiums.
Mobile billboard advertising

The RedEye newspaper advertised to its target market at North Avenue Beach with a sailboat billboard on Lake Michigan.
Mobile billboards are truck- or blimp-mounted billboards or digital screens. These can be dedicated vehicles built solely for carrying advertisements along routes preselected by clients, or they can be specially-equipped cargo trucks. The billboards are often lighted; some being backlit, and others employing spotlights. Some billboard displays are static, while others change; for example, continuously or periodically rotating among a set of advertisements.
Mobile displays are used for various situations in metropolitan areas throughout the world, including:
• Target advertising
• One-day, and long-term campaigns
• Conventions
• Sporting events
• Store openings and similar promotional events
• Big advertisements from smaller companies
• Others
In-store advertising
In-store advertising is any advertisement placed in a retail store. It includes placement of a product in visible locations in a store, such as at eye level, at the ends of aisles and near checkout counters, eye-catching displays promoting a specific product, and advertisements in such places as shopping carts and in-store video displays.
Covert advertising
Main article: Product placement
Covert advertising, also known as guerrilla advertising, is when a product or brand is embedded in entertainment and media. For example, in a film, the main character can use an item or other of a definite brand, as in the movie Minority Report, where Tom Cruise 's character John Anderton owns a phone with the Nokia logo clearly written in the top corner, or his watch engraved with the Bulgari logo. Another example of advertising in film is in I, Robot, where main character played by Will Smith mentions his Converse shoes several times, calling them "classics," because the film is set far in the future. I, Robot and Spaceballs also showcase futuristic cars with the Audi and Mercedes-Benz logos clearly displayed on the front of the vehicles. Cadillac chose to advertise in the movie The Matrix Reloaded, which as a result contained many scenes in which Cadillac cars were used. Similarly, product placement for Omega Watches, Ford, VAIO, BMW and Aston Martin cars are featured in recent James Bond films, most notably Casino Royale. In "Fantastic Four 2: Rise of the Silver Surfer", the main transport vehiche shows a large Dodge logo on the front. Blade Runner includes some of the most obvious product placement; the whole film stops to show a Coca-Cola billboard.
Celebrities
Main article: Celebrity branding
This type of advertising focuses upon using celebrity power, fame, money, popularity to gain recognition for their products and promote specific stores or products. Advertisers often advertise their products, for example, when celebrities share their favorite products or wear clothes by specific brands or designers. Celebrities are often involved in advertising campaigns such as television or print adverts to advertise specific or general products.
The use of celebrities to endorse a brand can have its downsides, however. One mistake by a celebrity can be detrimental to the public relations of a brand. For example, following his performance of eight gold medals at the 2008 Olympic Games in Beijing, China, swimmer Michael Phelps ' contract with Kellog was terminated, as Kellog did not want to associate with him after he was photographed smoking marijuana.
Types of Advertising Agencies
Ad agencies come in all sizes and include everything from one or two-person shops (which rely mostly on freelance talent to perform most functions), small to medium sized agencies, large independents such as SMART and TAXI, and multi-national, multi-agency conglomerates such as Omnicom Group, WPP Group, Publicis, Interpublic Group of Companies and Havas.
Full-service agencies
Most full-service agencies work on a combination of fee-based and commission based compensation. The fee is paid by the entity for which the marketing is being done. The commission is a payment from the media to the agency and is usually equal to 15% of the cost of the advertisement. The broadcast media, radio and television, traditionally pay a commission.
Full-service, or media-neutral advertising agencies produce work for many types of media, creating integrated marketing communications, or through-the-line (TTL) advertising. The "line", in this case, is the traditional marker between the media that pay a commission to the agency and the media that do not.
Full-service agencies are also known as traditional advertising agencies for the client, wherein the client satisfies almost all their advertising or promotional needs with the same organization. This type of agency provides advertising services such as strategic planning, creative development, production, media planning, media buying, and other related services such as sales promotionals, direct selling, design, and branding, etc.
Limited-Service Advertising Agencies
Some advertising agencies limit the amount and kind of service they offer. Such agencies usually offer only one or two of the basic services. For example, although some agencies that specialize in "creative" also offer strategic advertising planning service, their basic interest is in the creation of advertising. Similarly, some "media-buying services" offer media planning service but concentrate on media buying, placement, and billing.
When the advertiser chooses to use limited-service advertising agencies, it must assume some of the advertising planning and coordination activities that are routinely handled by the full-service advertising agency. Thus, the advertiser who uses limited-service agencies usually takes greater responsibility for the strategic planning function, gives greater strategic direction to specialist creative or media agencies, and exercises greater control over the product of these specialized agencies, ensuring that their separate activities are well-ordered and -coordinated.
Specialist Advertising Agencies
In addition to the full-service, general-line advertising agencies, there are also agencies that specialize in particular kinds of advertising: recruitment, help-wanted, medical, classified, industrial, financial, direct-response, retail, yellow pages, theatrical/entertainment, investment, travel, and so on.
Specialization occurs in such fields for a variety of reasons. Often, as in recruitment advertising, for example, specialized media or media uses are involved that require knowledge and expertise not ordinarily found in a general-line agency. In other cases, such as medical or industrial advertising, the subject is technical and requires that writers and artists have training in order to write meaningful advertising messages about it.
Such specialist advertising agencies are also usually "full-service," in that they offer all the basic advertising agency services in their area of specialization plus other, peripheral advertising services related to their area of specialization.
In-House Advertising Agencies
Some advertisers choose to set up an advertising agency function within their company. Sometimes the in-house advertising agency is established to provide basic advertising agency functions. It may also specialize in one or more advertising functions, such as planning and creating advertising or media planning, buying, billing, and paying. Advertisers who choose this option believe that the in-house agency can provide services equal to or better than those available from full- or limited-service agencies. In addition, some advertisers believe that they can provide such advertising services to themselves at a lower cost than would be charged by an outside agency.
Interactive agencies
Interactive agencies may differentiate themselves by offering a mix of web design/development, search engine marketing, internet advertising/marketing, or e-business/e-commerce consulting. Interactive agencies rose to prominence before the traditional advertising agencies fully embraced the Internet. Offering a wide range of services, some of the interactive agencies grew very rapidly, although some have downsized just as rapidly due to changing market conditions. Today, the most successful interactive agencies are defined as companies that provide specialized advertising and marketing services for the digital space. The digital space is defined as any multimedia-enabled electronic channel that an advertiser 's message can be seen or heard from. The 'digital space ' translates to the Internet, kiosks, CD-ROMs, DVDs, and lifestyle devices (iPod, PSP, and mobile). Interactive agencies function similarly to advertising agencies, although they focus solely on interactive advertising services. They deliver services such as strategy, creative, design, video, development, programming (Flash and otherwise), deployment, management, and fulfillment reporting. Often, interactive agencies provide: digital lead generation, digital brand development, interactive marketing and communications strategy, rich media campaigns, interactive video brand experiences, Web 2.0 website design and development, e-learning Tools, email marketing, SEO/SEM services, PPC campaign management, content management services, web application development, and overall data mining & ROI assessment.
The recent boost in the interactive agencies can also be attributed to the rising popularity of web-based social networking and community sites. The creation of sites such as MySpace, Facebook and YouTube have sparked market interest, as some interactive agencies have started offering personal and corporate community site development as one of their service offerings. It still may be too early to tell how agencies will use this type of marketing to monetize client ROI, but all signs point to online networking as the future of brand marketing and Interactive being the core of Brand´s Communication and Marketing Strategy.
Due to the social networking explosion, new types of companies are doing reputation management. This type of agency is especially important if a company needs online damage control. If a customer becomes disgruntled, it is very easy to damage a companies reputation over social networking sites. Because of how rapidly the information spreads, it becomes absolutely necessary to address any rumors, gossip or other negative online press immediately.
Search engine agencies
Lately, pay per click (PPC) firms have been classified by some as 'agencies ' because they create media and implement media purchases of text based (or image based, in some instances of search marketing) ads. This relatively young industry has been slow to adopt the term 'agency ', however with the creation of ads (either text or image) and media purchases, they do technically qualify as 'advertising agencies '.
Social media agencies
Social media agencies specialize in promotion of brands in the various social media platforms like blogs, social networking sites, Q&A sites, discussion forums, microblogs etc. The two key services of social media agencies are:
• social media marketing
• online reputation management

Healthcare communications agencies
Healthcare communications agencies specialize in strategic communications and marketing services for the Healthcare and Life Science industries. These agencies distinguish themselves through an understanding of the strict labeling and marketing guidelines mandated by the U.S. Food and Drug Administration (FDA) and industry group guidelines, most notably ADVAMED and PHARMA.
Notable examples include: Dudnyk
Medical education agencies
Medical education agencies specialize in creating educational content for the Healthcare and Life Science industries. These agencies typically specialize in one of two areas:
• Promotional education - education and training materials tied to the promotion of a given product or therapy
• Continuing medical education - accredited education and training materials created for continuing physician and medical professional education

Other agencies
While not advertising agencies, enterprise technology agencies often work in tandem with advertising agencies to provide a specialized subset of services offered by some interactive agencies: Web 2.0 website design and development, Content Management Services, web application development, and other intuitive technology solutions for the web, mobile devices and emerging digital platforms.
The student-run advertising agency model, which mainly operates out of university classrooms or as a student groups, provides free advertising services to clients in exchange for the educational opportunity.

Agency departments
Creative department
The people who create the actual ads form the core of an advertising agency. Modern advertising agencies usually form their copywriters and art directors into creative teams. Creative teams may be permanent partnerships or formed on a project-by-project basis. The art director and copywriter report to a creative director, usually a creative employee with several years of experience. Although copywriters have the word "write" in their job title, and art directors have the word "art", one does not necessarily write the words and the other draw the pictures; they both generate creative ideas to represent the proposition (the advertisement or campaign 's key message). Creative departments frequently work with outside design or production studios to develop and implement their ideas. Creative departments may employ production artists as entry-level positions, as well as for operations and maintenance. The Creative Process forms the most crucial part of the advertising process.
Account services
The other major department in ad agencies is account services or account management. Account Services or account management is somewhat the sales arm of the advertising agency. An account executive (one who works within the account services department) meets with the client to determine sales goals and creative strategy. They are then responsible for coordinating the creative, media, and production staff behind the campaign. Throughout the creative process, they keep in touch with the client to update them on the ad 's progress and gain feedback. Upon completion of the creative work, it is their job to ensure the ad 's production and placement.
Media services
The media services department may not be so well known, but its employees are the people who have contacts with the suppliers of various creative media. For example, they will be able to advise upon and negotiate with printers if an agency is producing flyers for a client. However, when dealing with the major media (broadcast media, outdoor, and the press), this work is usually outsourced to a media agency which can advise on media planning and is normally large enough to negotiate prices down further than a single agency or client can.
Modern agencies might also have a media planning department integrated, which does all the spot 's planning and placements
Other departments and personnel
In small agencies, employees may do both creative and account service work. Larger agencies attract people who specialize in one or the other, and indeed include a number of people in specialized positions: production work, Internet advertising, planning, or research, for example.
An often forgotten, but integral, department within an advertising agency is traffic. The traffic department regulates the flow of work in the agency. It is typically headed by a traffic manager (or system administrator). Traffic increases an agency 's efficiency and profitability through the reduction of false job starts, inappropriate job initiation, incomplete information sharing, over- and under-cost estimation, and the need for media extensions. In small agencies without a dedicated traffic manager, one employee may be responsible for managing workflow, gathering cost estimates and answering the phone, for example. Large agencies may have a traffic department of five or more employees.
Advertising interns are typically university juniors and seniors who are genuinely interested in and have an aptitude for advertising. Internships at advertising agencies most commonly fall into one of six areas of expertise: account services, creative, interactive, media, public relations and traffic.
An internship program in account services usually involves fundamental work within account management as well as offering exposure to other facets of the agency. The primary responsibility of this position is to assist account managers. Functions of the account management intern may include:
• Research and analysis: Gathering information regarding industry, competition, customer product or service; as well as presenting findings in verbal/written form with recommendations
• Involvement in internal meetings and, when appropriate, client meetings
• Assisting account services in the management of creative projects
Interns often take part in the internal creative process, where they may be charged with creating and managing a website as well as developing an advertising campaign. Hands on projects such as these help interns learn how strategy and well-developed marketing are essential to a sound advertising and communications plan.
During their internship, the intern will experience the development of an ad, brochure and broadcast or communications project from beginning to end. During the internship, the intern should be exposed to as much as possible within the agency and advertising process.

Professionals at advertising agencies and other advertising organizations offer a number of functions including:

• Account Management – Within an advertising agency the account manager or account executive is tasked with handling all major decisions related to a specific client. These responsibilities include locating and negotiating to acquire clients. Once the client has agreed to work with the agency, the account manager works closely with the client to develop an advertising strategy. For very large clients, such as large consumer products companies, an advertising agency may assign an account manager to work full-time with only one client and, possibly, with only one of the client’s product lines. For smaller accounts an account manager may simultaneously manage several different, though non-competing, accounts.
• Creative Team –The principle role of account managers is to manage the overall advertising campaign for a client, which often includes delegating selective tasks to specialists. For large accounts one task account managers routinely delegate involves generating ideas, designing concepts and creating the final advertisement, which generally becomes the responsibility of the agency’s creative team. An agency’s creative team consists of specialists in graphic design, film and audio production, copywriting, computer programming, and much more.
• Researchers – Full-service advertising agencies employ market researchers who assess a client’s market situation, including understanding customers and competitors, and also are used to test creative ideas. For instance, in the early stages of an advertising campaign researchers may run focus group sessions with selected members of the client’s target market in order to get their reaction to several advertising concepts. Researchers are also used following the completion of an advertising campaign to measure whether the campaign reached its objectives.
• Media Planners – Once an advertisement is created, it must be placed through an appropriate advertising media. Each advertising media, of which there are thousands, has its own unique methods for accepting advertisements, such as different advertising cost structures (i.e., what it costs marketers to place an ad), different requirements for accepting ad designs (e.g., size of ad), different ways placements can be purchased (e.g., direct contact with media or through third-party seller), and different time schedules (i.e., when ad will be run). Understanding the nuances of different media is the role of a media planner, who looks for the best media match for a client and also negotiates the best deals

Different Types of Advertising Agencies

Full Service Agency
This agency provides all marketing communication services.
Creative Agency
This type of agency presents writing of ad copy & design service.
A Media Independent
Media agency offers buying space & time & related research.
A Composite Agency
The last type of agency suggests both creative and media services with research

Now I am explaining the role, functions and purposes of advertising agencies.

ROLE & FUNCTIONS OF ADVERTISING
Acquire enhanced volumes of sales of products & services. Generate awareness about offerings. Induce trial of a new product & service. Motivate & impress trade channels. Change perception & create reassurance. Acquire enhanced volumes of sales of products & services. Generate awareness about offerings. Induce trial of a new product & service. Motivate & impress trade channels. Change perception & create reassurance. Acquire enhanced volumes of sales of products & services. Generate awareness about offerings. Induce trial of a new product & service. Motivate & impress trade channels. Change perception & create reassurance.

PURPOSE OF ADVERTISING AGENCIES
• Advice & counsel on marketing strategy.
• Advice & counsel on advertising and media strategy.
• Prepare & develop, print, outdoor, and electronic advertisement.
• Carry out collateral designs of various items such as display material & other display material.
• Help & counsel on sales promotion & other communication tasks

DEPARTMENTS IN ADVERTISING AGENCY
Advertising agencies are the specialized agencies who take their profit for making the advertisement for the different businesses. These advertising agencies have their offices in all around the world and their primary function is to create the advertisement whether it is played on the television of it may be published in the newspaper. The advertisement agency consists of creative directors, content writer, graphic designers and multimedia designers and the persons who are specialized in the field of advertising. These advertising agencies work for the different organizations. They not only deal in the big idea generation for the business but they also deal in the channel selection and other related tasks. So these agencies know the need of the companies who want to make advertisements for their products and services.

So these agencies work for different sectors of the industry. These agencies charge their fees which are according to the projects they carry. So in this way they generate revenues for themselves. So these agencies do different types of projects. The primary function of the advertisement agencies is to communicate the message about any product or service to the audience through using the proper communication channel. Basically the advertisement agency gives the idea into the visual shape that can persuade the audience.

Broadly there are 6 departments in any advertising agency
• Account Servicing
• Account Planning
• Media
• Creative
• Production
• Finance and Accounting

Account service department
The account service, or the account management department, is the link between the ad agency and its clients. Depending upon the size of the account and its advertising budget one or two account executives serve as liason to the client. The account executive’s job requires high degree of diplomacy and tact as misunderstanding may lead to loss of an account. The account executive is mainly responsible to gain knowledge about the client’s business, profit goals, marketing problems and advertising objectives.
The account executive is responsible for getting approved the media schedules, budgets and rough ads or story boards from the client. The next task is to make sure that the agency personnel produce the advertising to the client’s satisfaction. The biggest role of the account executive is keeping the agency ahead of the client through follow-up and communications.

Media department
The responsibility of the agency’s media department is to develop a media plan to reach the target audience effectively in a cost effective manner. The staff analyses, selects and contracts for media time or space that will be used to deliver the ad message. This is one of the most important decisions since a significantly large part of the client’s money is spent on the media time and/or space. The media department has acquired increasing importance in an agency’s business as large advertisers seem to be more inclined to consolidate media buying with one or few agencies thereby saving money and improving media efficiency.
Creative department
To a large extent, the success of an ad agency depends upon the creative department responsible for the creation and execution of the advertisements. The creative specialists are known as copywriters. They are the ones who conceive ideas for the ads and write the headlines, subheads and the body copy. They are also involved in deciding the basic theme of the advertising campaign, and often they do prepare the rough layout of the print ad or the commercial story board.
Creation of an ad is the responsibility of the copywriters and the art department decides how the ad should look.
Production department
After the completion and approval of the copy and the illustrations the ad is sent to the production department. Generally agencies do not actually produce the finished ads; instead they hire printers, photographers, engravers, typographers and others to complete the finished ad. For the production of the approved TV commercial, the production department may supervise the casting of actors to appear in the ad, the setting for scenes and selecting an independent production studio. The production department sometimes hires an outside director to transform the creative concept to a commercial.

Finance and accounting department
An advertising agency is in the business of providing services and must be managed that way. Thus, it has to perform various functions such as accounting, finance, human resources etc. it must also attempt to generate new business. Also this department is important since bulk of the agency’s income approx. 65% goes as salary and benefits to the employees

Media and advertising approaches
Increasingly, other media are overtaking many of the "traditional" media such as television, radio and newspaper because of a shift toward consumer 's usage of the Internet for news and music as well as devices like digital video recorders (DVR 's) such as TiVo.
Advertising on the World Wide Web is a recent phenomenon. Prices of Web-based advertising space are dependent on the "relevance" of the surrounding web content and the traffic that the website receives.
Digital signage is poised to become a major mass media because of its ability to reach larger audiences for less money. Digital signage also offer the unique ability to see the target audience where they are reached by the medium. Technology advances has also made it possible to control the message on digital signage with much precision, enabling the messages to be relevant to the target audience at any given time and location which in turn, gets more response from the advertising. Digital signage is being successfully employed in supermarkets. Another successful use of digital signage is in hospitality locations such as restaurants. and malls.
E-mail advertising is another recent phenomenon. Unsolicited bulk E-mail advertising is known as "spam". Spam has been a problem for email users for many years. But more efficient filters are now available making it relatively easy to control what email you get.
Some companies have proposed placing messages or corporate logos on the side of booster rockets and the International Space Station. Controversy exists on the effectiveness of subliminal advertising (see mind control), and the pervasiveness of mass messages (see propaganda).
Unpaid advertising (also called "publicity advertising"), can provide good exposure at minimal cost. Personal recommendations ("bring a friend", "sell it"), spreading buzz, or achieving the feat of equating a brand with a common noun (in the United States, "Xerox" = "photocopier", "Kleenex" = tissue, "Vaseline" = petroleum jelly, "Hoover" = vacuum cleaner, "Nintendo" (often used by those exposed to many video games) = video games, and "Band-Aid" = adhesive bandage) — these can be seen as the pinnacle of any advertising campaign. However, some companies oppose the use of their brand name to label an object. Equating a brand with a common noun also risks turning that brand into a genericized trademark - turning it into a generic term which means that its legal protection as a trademark is lost.
As the mobile phone became a new mass media in 1998 when the first paid downloadable content appeared on mobile phones in Finland, it was only a matter of time until mobile advertising followed, also first launched in Finland in 2000. By 2007 the value of mobile advertising had reached $2.2 billion and providers such as Admob delivered billions of mobile ads.
More advanced mobile ads include banner ads, coupons, Multimedia Messaging Service picture and video messages, advergames and various engagement marketing campaigns. A particular feature driving mobile ads is the 2D Barcode, which replaces the need to do any typing of web addresses, and uses the camera feature of modern phones to gain immediate access to web content. 83 percent of Japanese mobile phone users already are active users of 2D barcodes.
A new form of advertising that is growing rapidly is social network advertising. It is online advertising with a focus on social networking sites. This is a relatively immature market, but it has shown a lot of promise as advertisers are able to take advantage of the demographic information the user has provided to the social networking site. Friendertising is a more precise advertising term in which people are able to direct advertisements toward others directly using social network service.
From time to time, The CW Television Network airs short programming breaks called "Content Wraps," to advertise one company 's product during an entire commercial break. The CW pioneered "content wraps" and some products featured were Herbal Essences, Crest, Guitar Hero II, CoverGirl, and recently Toyota.
Recently, there appeared a new promotion concept, "ADVERTISING"; its supported on Augmented Reality technology.
Criticism of advertising
While advertising can be seen as necessary for economic growth, it is not without social costs. Unsolicited Commercial Email and other forms of spam have become so prevalent as to have become a major nuisance to users of these services, as well as being a financial burden on internet service providers. Advertising is increasingly invading public spaces, such as schools, which some critics argue is a form of child exploitation. In addition, advertising frequently uses psychological pressure (for example, appealing to feelings of inadequacy) on the intended consumer, which may be harmful. Hyper-commercialism and the commercial tidal wave
Criticism of advertising is closely linked with criticism of media and often interchangeable. They can refer to its audio-visual aspects (e. g. cluttering of public spaces and airwaves), environmental aspects (e. g. pollution, oversize packaging, increasing consumption), political aspects (e. g. media dependency, free speech, censorship), financial aspects (costs), ethical/moral/social aspects (e. g. sub-conscious influencing, invasion of privacy, increasing consumption and waste, target groups, certain products, honesty) and, of course, a mix thereof. Some aspects can be subdivided further and some can cover more than one category.
As advertising has become increasingly prevalent in modern Western societies, it is also increasingly being criticized. A person can hardly move in the public sphere or use a medium without being subject to advertising. Advertising occupies public space and more and more invades the private sphere of people, many of which consider it a nuisance. “It is becoming harder to escape from advertising and the media. … Public space is increasingly turning into a gigantic billboard for products of all kind. The aesthetical and political consequences cannot yet be foreseen. Hanno Rauterberg in the German newspaper ‘Die Zeit’ calls advertising a new kind of dictatorship that cannot be escaped.
Ad creep: "There are ads in schools, airport lounges, doctors offices, movie theaters, hospitals, gas stations, elevators, convenience stores, on the Internet, on fruit, on ATMs, on garbage cans and countless other places. There are ads on beach sand and restroom walls.” “One of the ironies of advertising in our times is that as commercialism increases, it makes it that much more difficult for any particular advertiser to succeed, hence pushing the advertiser to even greater efforts.” Within a decade advertising in radios climbed to nearly 18 or 19 minutes per hour; on prime-time television the standard until 1982 was no more than 9.5 minutes of advertising per hour, today it’s between 14 and 17 minutes. With the introduction of the shorter 15-second-spot the total amount of ads increased even more dramatically. Ads are not only placed in breaks but e. g. also into baseball telecasts during the game itself. They flood the internet, a market growing in leaps and bounds.
Other growing markets are ‘’product placements’’ in entertainment programming and in movies where it has become standard practice and ‘’virtual advertising’’ where products get placed retroactively into rerun shows. Product billboards are virtually inserted into Major League Baseball broadcasts and in the same manner, virtual street banners or logos are projected on an entry canopy or sidewalks, for example during the arrival of celebrities at the 2001 Grammy Awards. Advertising precedes the showing of films at cinemas including lavish ‘film shorts’ produced by companies such as Microsoft or DaimlerChrysler. “The largest advertising agencies have begun working aggressively to co-produce programming in conjunction with the largest media firms” creating Infomercials resembling entertainment programming.
Opponents equate the growing amount of advertising with a “tidal wave” and restrictions with “damming” the flood. Kalle Lasn, one of the most outspoken critics of advertising on the international stage, considers advertising “the most prevalent and toxic of the mental pollutants. From the moment your radio alarm sounds in the morning to the wee hours of late-night TV microjolts of commercial pollution flood into your brain at the rate of around 3,000 marketing messages per day. Every day an estimated twelve billion display ads, 3 million radio commercials and more than 200,000 television commercials are dumped into North America’s collective unconscious”. In the course of his life the average American watches three years of advertising on television. More recent developments are video games incorporating products into their content, special commercial patient channels in hospitals and public figures sporting temporary tattoos. A method unrecognisable as advertising is so-called ‘’guerrilla marketing’’ which is spreading ‘buzz’ about a new product in target audiences. Cash-strapped U.S. cities do not shrink back from offering police cars for advertising. A trend, especially in Germany, is companies buying the names of sports stadiums. The Hamburg soccer Volkspark stadium first became the AOL Arena and then the HSH Nordbank Arena. The Stuttgart Neckarstadion became the Mercedes-Benz Arena, the Dortmund Westfalenstadion now is the Signal Iduna Park. The former SkyDome in Toronto was renamed Rogers Centre. Other recent developments are, for example, that whole subway stations in Berlin are redesigned into product halls and exclusively leased to a company. Düsseldorf even has ‘multi-sensorial’ adventure transit stops equipped with loudspeakers and systems that spread the smell of a detergent. Swatch used beamers to project messages on the Berlin TV-tower and Victory column, which was fined because it was done without a permit. The illegality was part of the scheme and added promotion. It’s standard business management knowledge that advertising is a pillar, if not “the” pillar of the growth-orientated free capitalist economy. “Advertising is part of the bone marrow of corporate capitalism.” “Contemporary capitalism could not function and global production networks could not exist as they do without advertising.” For communication scientist and media economist Manfred Knoche at the University of Salzburg, Austria, advertising isn’t just simply a ‘necessary evil’ but a ‘necessary elixir of life’ for the media business, the economy and capitalism as a whole. Advertising and mass media economic interests create ideology. Knoche describes advertising for products and brands as ‘the producer’s weapons in the competition for customers’ and trade advertising, e. g. by the automotive industry, as a means to collectively represent their interests against other groups, such as the train companies. In his view editorial articles and programmes in the media, promoting consumption in general, provide a ‘cost free’ service to producers and sponsoring for a ‘much used means of payment’ in advertising. Christopher Lasch argues that advertising leads to an overall increase in consumption in society; "Advertising serves not so much to advertise products as to promote consumption as a way of life."

CONCLUSION
The Saatchi & Saatchi group, that is the biggest advertising agency firms among the world. It provides all services related to advertisement. Advertisement affects us in many ways. It has a big impact on us. In our society we are greatly dependant on the media as a source of information and entertainment.
Advertising is the paid, nonperson promotion of a cause, idea, product, or service by an identified sponsor attempting to inform or persuade a particular target audience. Advertising has evolved to take a variety of forms and has permeated nearly every aspect of modern society. The various delivery mechanisms for advertising include banners at sporting events, billboards, Internet Web sites, logos on clothing, magazines, newspapers, radio spots, and television commercials. While advertising can be successful at getting the message out, it does have several limitations, including its inability to (1) focus on an individual consumer 's specific needs, (2) provide in-depth information about a product, and (3) be cost-effective for small companies. Other factors, such as objectives, budgets, approaches, and evaluation methods must all be.
The Saatchi & Saatchi Overview and History provide an historical perspective of how Saatchi & Saatchi has evolved This advertising firm is so nice, they named it twice. Saatchi & Saatchi is one of the world 's top advertising agency networks, with more than 150 offices in about 85 countries. It provides creative advertising services and plans marketing campaigns for some of the largest advertisers and top global brands. Its Saatchi & Saatchi X agency acts primarily as a shopper 's marketing services network in the US, while its The Facilities Group segment specializes in technical and creative services in audiovisual and print areas for the UK market. Founded in the UK by Maurice and Charles Saatchi in 1970, Saatchi & Saatchi is part of Paris-based advertising conglomerate Publics.
It works on providing advertising services by giving them more and more creative and innovative ideas, information and services. It has achieved many awards and also in process. It has almost captured market and world in advertising this is very big achievement and milestone. We hope that Saatchi & Saatchi successfully achives its targets. Advertising plays a significant role In todays highly competitive world. Advertising is a service industry geard towards the communication of information and ideas to and on behalf of others. It is the main arm of marketing, involved in the communication of information and ideas to and on behalf of others for promoting goods and services in order to optimize sales or levels of awareness. Advertising is not an end in itself but a means to build a relationship between product and the consumer. The Indian advertising industry is expected to grow 61%by 2010.the industry has broadened its horizons be it the creative aspect, the capital employed or the number of personnel involved.

BIBLIOGRAPHY

PRIMARY SOURCE OF INFORMATION
• Personel interaction with employee of Saatchi group.

REFERENCE BOOKS
• Magazines related to Saatchi & Saatchi.
• Magazines and books related to advertising.
• Campaign India (17 July 2009)
• The Economic Times Brand Equity (17 December 2008)
• Patrika Indour Friday

WEBSITE
• www.google.com
• www.managementparadises.com
• www.saatchi.com
• www.wikipedia.com
• www.pluggd.in/onlineadvertising-in-india

Bibliography: • Campaign India (17 July 2009) • The Economic Times Brand Equity (17 December 2008)