Internship Report - Publicis Frankfurt GmbH (2006)

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Internship Report - Publicis Frankfurt GmbH (2006)

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Abstract

I undertook and completed my 1st year internship assignment within the highly reputed international German advertising agency Publicis Frankfurt GmbH from 1st September 2005 to 31st July 2006. Publicis Frankfurt is ranked among Germany's top 4 advertising agencies. Publicis Frankfurt has a diversified portfolio of national and international clients including Qantas, Renault, Garnier and UBS. I was aligned with the key accounts department within the agency, which has the prime responsibility of family-care products portfolio of one the world's most prestigious and biggest advertiser, Procter and Gamble. This internship was a once-in-a-life-time opportunity as a student, and helped me understand and grasp the world of advertising from an international perspective, an area which I was very avidly keen on exploring. During this assignment, I was introduced to 2 different realms of activities that constitute the building blocks of this report: Account management and Strategic planning.

The agency
1. Agency overview
2. Business description
3. Publicis communication concept
4. Publicis Frankfurt SWOT analysis
5. Procter and Gamble (P&G)
6. Family-care products
7. Complexities of advertising in the low-product involvement field.
Objectives
1. Understand and discover an advertising agency
2. Creating a network
3. Learning the job
Account assignments
1. Understanding the advertising work processes
2. Understanding P&G working processes
3. Billings
4. Competitive monitoring
5. Brand communication reviews
6. Tempo kids sampling tour
7. Awards contests
8. External newsletter
Strategic planning
1. Trial Barriers
2. Focus Groups
3. Charmin trial barriers
4. Sampling initiative
Miscellaneous work
1. On boarding presentations
2. Mood boards conceptions
3. Advertising Brandscaping
4. Copyrighting
5. Other tasks
Encountering and tackling difficulties
1. Entering the advertising world
2. Working abroad
Findings
1. Personal level
2. Educational level
From a national advertising strategy to a global brand platform: How to reach effective global advertising campaigns?
1. Quality research
2. Clear Roles and Responsibilities
3. Effective Team Work

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[...] Internship Report 2006 Publicis Frankfurt GmbH financial performance. It is equally true that client advertising spending of clients is heavily dependent on “perceived or expected” consumer spending. Statistically, German consumers spend much less during the beginning of a year, the period succeeding the holiday season. Hence, clients do not invest on advertising during this period and inevitably reflects a dip in agency revenues. Competitive pressures could affect market positioning There are numerous national and international players in the advertising industry and Publicis Frankfurt faces stiff competition from similar agencies such as McCann Erickson and BBDO. [...]

[...] For every Epcat, which means in other term regarding a TV copy, a job number was necessary after I sent the request to the traffic department Epcat : It refers to a P&G term: cost estimate Internship Report 2006 Publicis Frankfurt GmbH Production estimates over euros such as voice overs or final mixes were needed to be done via AdCost. An Adcost is a P&G online estimate approval system, which shows a breakdown of all the costs in detail. This was then submitted after the approval of my supervisor to the P&G cost controller, Francois Melon, and the respective P&G Brand manager. [...]

[...] Internship Report 2006 Publicis Frankfurt GmbH Print ads TV Copy Aired Other advertising TV copies for products and services having unique and distinctive executions are such as Burger King, Mercedes, O2 and Nivea. D Copyrighting The account manager of P&G Healthcare products, Mi-Ra Lee briefed and offered me to participate in a Radio Award contest: Spotlight festival (www.spotlight-festival.de) by writing scripts for Vicks Internship Report 2006 Publicis Frankfurt GmbH Energy17. These are sweet drops that are designed to give the consumer a burst of energy by including caffeine, taurine and other artificial ingredients in it. [...]

[...] Cost Engineering, Nov2005, Vol Issue 11, p8- www.allaboutbranding.com, MasterCard - Finding a Compelling Global Positioning: 'Priceless' 26 Lucas, D.B., "Point of View: Product Managers in Advertising", Joumal of Advertising Research pp Internship Report 2006 Publicis Frankfurt GmbH team at the outset. Supporting this framework, a strategic partnership with a single advertising agency, allowed the expression of the brand to be executed seamlessly.”27 Clear roles and responsibilities should therefore incorporate a framework aiming at encouraging twoway communication and it ‘should maximize the likelihood that local ideas will receive a fair hearing, yet permit timely decision-making'28 C Effective Team Work The creative and department team needs to work well together based on a shared understanding of their 'rules of engagement' and a specific team culture. [...]

[...] While concept testing can't eliminate risk, it Internship Report 2006 Publicis Frankfurt GmbH allows the people involved in it to consider whether the project is feasible or not or needs to be altered. This technique also offers another valuable opportunity to learn from the customer. Agency briefing: One of the most important but also most difficult aspects for successful communication is the briefing. A good briefing is extremely important to allow the agency to function efficiently and effectively, resulting in the best possible communication proposal. [...]

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