1. The most fun you can have with your clothes on!  An Advertising Session For FMS Delhi By FCB ULKA 26th July’07

2. So, what are we going to do today?

3. Entertain you… Make your heart, mind & probably feet move… Make you smile….. Hopefully, make you forget your classes, submissions.. and the other B school Blah Blah… And probably leave you with an advertising afterglow…

4. Your Hosts for the show! Sanjeev Living talking Gatorade [email_address] COO @ FCB ULKA Sanjeev is what you call an energy drink. Always tripping on work, I wonder if he ever sleeps!! Plays the occasional but the passionate writer whenever time lets him Maulshree Enthu cutlet MBA @ ISB Played client at Godrej Claims to “Plan” on SCJ, Naukri, ITC, IBIBO etc Plays Storyteller on weekends

7. The World of Advertising Moving minds, hearts, and feet!

8. “ The cod fish lays ten thousand eggs, the homely hen lays one. The cod fish never cackles to tell you what she’s done. And so we scorn the cod fish, while the humble hen we prize. It only goes to show you that it pays to advertise ” - Ogden Nash

9. Such is the power of Advertising!

10. In early 20 th century in America, the production of oranges grew at an alarming rate. With the result of which, orange trees were being cut down and natural resources started to be getting wasted.

11. Mr. Lasker who regarded the idea of cutting trees as criminal came up with a revolutionary solution for Sunkist, a leading international citrus supplier … … to persuade the public to drink orange juice.

12. He created something called “Juice Extractor”, which not only gave a way to consume oranges but also changed the behavior of the public. Mr. Albert Lasker is the founder of FCB and is regarded as the father of modern advertising.

13. Sunkist ad

15. Advertising Agency

17. Key Players in an Advertising Process

18. Advertising Agency Account Management Client Account Planning Creative Media Planning Account Management Consumer implementation/ execution Advertising need Advertising strategy Advertising

19. Account Management The door to the advertising agency

21. The most successful account management people are the ones who have played the role of a business partner to a client…and a leader within the agency.

24. Account Planning The door to the consumers

31. Creative Department The creators

32. In 1988, a meeting of Nike’s ad agency Wieden and Kennedy and a group of Nike employees. Dan Weiden, speaking admiringly of Nike’s can-do attitude, reportedly said, “You Nike guys, you just do it.” The rest, as they say, is history.

33. What can be the best visual representation of “movement”?

36. Who is the media planner?

43. Walk the Talk: How can you be responsible clients

45. “ Forget, just for a minute, that you are briefing an agency. Instead, pretend you are standing on the bank of a river about to build a bridge”

54. Judging Creative Ideas judging ideas is both an innate talent and a skill. it’s both rational and emotional. it’s where personal tastes and preferences can collide with process and consensus . it requires imagination, leaders hip and trust. inevitably it leads to conflict .

55. Assessing and responding to the IDEAS their agencies put forward is one of the most difficult things clients have to do

56. Ten pieces to the jigsaw

71. 10. RELAX!

72. If only the world was ideal!

73. Peek-a-boo into the real world How do clients generally react to creative Do’s & Don'ts

76. “ Negative headlines are wrong” It’s boring!! It leaves no question answered No Story No Drama No Interest!!

78. “ Men wanted for Hazardous Journey. Small wages, bitter cold, long months of complete darkness, constant danger, safe return doubtful. Honor and recognition in case of success-Ernest Shackleton” This small classified ad was run by the famous explorer in 1900 to find fellow adventurers to trek with him in search of the South Pole.

86. Rules that get in the way