Internship Report - Publicis Frankfurt GmbH (2006)

Nicholas D.

Commandez une rédaction : Rapport de stage en Marketing des services sur mesure

Devis en ligne gratuit

Rapport de stage Format .pdf

Internship Report - Publicis Frankfurt GmbH (2006)

Télécharger

Lire un extrait

Lecture
Résumé
Sommaire
Extraits

Résumé du document

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.

Sommaire

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

Accédez gratuitement au plan de ce document en vous connectant.

Extraits

[...] Just walk a mile in my shoes. This song from "Walk a Mile in My Shoes”21 recorded by Elvis illustrates the first step of creating an effective global advertising campaign. It is to ensure that the insight was reached by listening to the authentic voice of the consumer. Hans Heller, Client Service Director at Publicis Frankfurt GmbH quoted: “The dream of every advertising agency is to understand the customer so perfectly that every word written in the ad copy, every print visual or video clip resonates with the customer on an emotional level”.22 Insights therefore enable agencies to grasp exactly what motivates the targeted consumer, making it stand out from other products. [...]

[...] I am particularly grateful to Mr. Hans Heller and Ms. Katharina Lohse and to those who helped me and included me in “hands on” projects during this internship. I would also like to express my sincere gratitude to Mr. Esteban de la Pena and his family, to whom I simply cannot thank enough. Finally, I would like to thank my tutor Jamie Smith for his invaluable assistance in the process of my 3-year Business School professional development and towards this project. [...]

[...] Wholly owned by the Publicis Groupe – the N°1 in Europe and N° 3 in the USA, the agency has achieved this leading position through its worldwide network of advertising, media buying and consultancy services and specialized agencies and marketing services offices. These combined factors help the agency to further increase and reinforce its presence on the German market. New CEO Mr. Martin Wider was nominated at the new Chief Executive Officer of Publicis Frankfurt on 2nd January 2006. His objective is to restructure and put Publicis Frankfurt back on track after many other CEOs running short of the company's vision and mission statement. [...]

[...] Internship Report 2006 – Publicis Frankfurt GmbH PART VII: FINDINGS A – Personal level Publicis structure is ideal for interns that undertake variable-time assignments that can go from a period of 2 weeks observation to a 2 year part-time training within the agency. Different profiles arise from diverse horizons, from creative to business profiles and from High National Diploma to Masters educational background. Furthermore, students come from all over Germany, including Austria as it's the leading agency. Hence, the cultural and social melting pot within Publicis provides a portfolio of different profiles strengthening its ‘young' mentality and increasing the attractiveness of Publicis Frankfurt for future students and staff. [...]

[...] Example: Red Bull, leader on the energy drink market, has a unique marketing campaign promising the beverage "gives you wings." Red Bull's quirky cartoon advertising is done in that specific style to be both dissociated from competition but has a unique execution. 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. [...]

pdf