An analysis report on a reputed Advertisement agency in Bangladesh for a course in NSU.

1. Mkt 337 Project
MARKS OBTAINED:
Project title: Agency Report on FCB Bitopi
Group name: The Brainy Fools
Section: 03
Semester: Spring
Year: 2019
Comments by instructor

2. Agency Report

3. Report prepared by: The Brainy Fools
Course: MKT337
Course Title: Promotional Management
Section: 3
Supervised by: Mr. Emran Mohammad
Department of Marketing & International Business
Lecturer, North South University
Team Members:
1. Ishtiaque Hossain Sajid
ID: 1731485630
SL: 11
2. H. M. Imrul Tanzid
ID: 1410698030
SL: 2
3. Kazi Farhan Uddin
ID: 1420757030
SL: 3
4. Tazry Sarker
ID: 1611378030
SL: 4
5. Ashfak Islam Abir
ID: 1631562030
SL: 6

4. DECLARATION OF AUTHENTICITY
We, the undersigned students of North South University, declare that this project is our original
work, gathered and utilized especially to fulfil the purposes and objectives of this study, and
has not been previously submitted to any other university for a higher degree. I also declare
that the publications cited in this work is also valid and relevant to the report.
Furthermore, we would oblige to the penalty of a 10% mark deduction or even cancellation of
report in severe cases if there is any proof of forgery found in our report.
Name in Block Signature & Date
1. __________________________ _________________________________
2. __________________________ _________________________________
3. __________________________ _________________________________
4. __________________________ _________________________________
5. __________________________ _________________________________

5. i
Acknowledgement
The pleasure that follows the successful completion of assignment would remain
incomplete without a word of gratitude for the people and without whose cooperation the
achievement would remain a distant dream. It is not a mere formality to place a record the
tireless efforts, ceaseless cooperation, constant guidance and encouragement of the people
closely associated with the assignment a distinct necessity for the authenticity and
readability of the project.
We are indebted to Mr. Shakib Chowdhury, Executive Creative Director at FCB Bitopi for
giving us time from his busy schedule and allowing to sit in a meeting with him and conduct
an interview. Without his help and sincerity, it would not have been possible to collect all
the information and prepare this report.
We would also like to thank our honorable faculty, Mr. Emran Mohammad for guiding us
throughout the process in creating this report.

6. ii
Executive Summary
This report explores the operation of an ad agency in Bangladesh, FCB Bitopi.
It starts with the starting journey of the firm, its introduction and background. It states how
it all began, who started it and who preceded. It also states all the foreign partnership Bitopi
was part of.
The report also analyses its position in the Bangladeshi market and currently where it
stands. The clients they worked for, projects and campaigns completed successfully are also
mentioned in it. Besides these, the current clients they are currently working for and their
working process are also talked about in brief. Moreover, the way for motivating the
employees are described, along with the agency’s SWOT analysis.
The future plans and prospects of FCB Bitopi are also talked about in it.

7. Table of Contents
Introduction ...............................................................................................................................1
Background of the organization ................................................................................................2
Position in the Bangladesh Market............................................................................................2
Advertisements/Projects Done so far....................................................................................2
Market standing of the agency..................................................................................................3
Current clients............................................................................................................................3
Company Structure....................................................................................................................3
Supporting Team:...................................................................................................................3
Company Top Personnel........................................................................................................4
Working Process ........................................................................................................................4
Motivational Tools:....................................................................................................................4
SWOT: ........................................................................................................................................5
Future Plans and Prospects: ......................................................................................................5
Conclusion..................................................................................................................................6

8. 1
Introduction
Bitopi is one of the largest as well as the oldest advertisement agency in Bangladesh under
the leadership of Sarah Ali as its managing director and Reza Ali as its chairman. Bitopi had a
pioneering role in shaping the advertising world of the country. Many of the executives of
the agencies of Bangladesh have worked in it. They have a big line of legacy contract
acquired even before the independence of Bangladesh.
It is an agency who was a part of the liberation war, they managed the diarrheal death
awareness campaign for the whole country, they are the one who initiated the first ever ads
and campaigns for family planning and contraceptives.
Bitopi is also in a partnership with the international agency, FCB (Foote Cone & Belding)
allowing them to manage many Multi National Companies.
They are also partnered with Starcom Bangladesh, a media buying agency. They also have
sister company Mighty Byte, a digital and brand consultancy and Spotlight, an event and
activation agency.

9. 2
Background of the organization
Bitopi started back in 31st October, 1968. It was started by present Chairman Reza Ali. He
retired as M.D in 2008/2009. It is one of the first advertising agencies in Bangladesh,
offering total marketing solutions to Brands and helping them achieve their true goal.
During its initiation period there were 2 other companies only, East Asiatic and interspan.
Both of these have either changed their names or ownership.
Bitopi has worked with various clients over the year. They have worked with Unilever
Bangladesh, Bengal Carbide Ltd., ACI Chemicals, Bata, Philips, Coca-Cola and also Reckitt and
Coleman Bangladesh Ltd. Bitopi was affiliated with different international agencies; one of
them was Leo Burnett. Bitopi allied with Leo Burnett in 1970. Recently in last year they
changed their affiliation. Now they are affiliated with FCB (Foote Cone & Belding), a new
global agency. They have operations in India, Europe and America mainly. Merging with FCB,
Bitopi has got many multinational clients.
Position in the Bangladesh Market
Bitopi is the oldest- long standing agency in Bangladesh. Over the years many agencies have
come and gone, but Bitopi is the oldest one which is still serving its clients. They were also
known as the school of communication as many stars in the ad agency world have worked
initially in Bitopi. They have also gone through 2 foreign affiliations too, one being Leo
Burnett in 1970 and the present one being with Foote Cone & Belding.
Advertisements/Projects Done so far
Unilever Bangladesh
Robi Axiata Limited
Bengal Carbide Ltd
ACI Chemicals
Bata
Philips (বাতির্ রাজা ইতিশ- Campaign)
Coca Cola
Reckitt & Coleman
Rupchanda (ঐতিহ্যের সু-ঘ্রাণ campaign)
Qubee (Transformation campaign)
Bellissimo (how to pronounce Bellissimo - radio campaign)
Airtel Regional Campaign
Beximco (LPG smart Cylinder)

10. 3
Market standing of the agency
No reliable source has been found to conduct official rankings regarding the advertising
agencies in Bangladesh but Bitopi would place themselves after Asiatic JWT, Grey
Bangladesh and in level with Adcomm Limited in respect of client base and revenue
generated.
Current clients
1. Godrej Bangladesh
2. Bkash
3. Airtel Bangladesh
4. BSRM
5. Singer
6. Kallol Group
7. Glaxo Smith Kline
8. IDLC
9. SMC
Company Structure
Currently, 3 active department controls the whole work process of FCB Bitopi:
1. Client Servicing/ Brand Servicing: They maintain the liaison with clients, brands.
They keep updates about new products, campaigns, opportunities. They also set up
meetings with the organizations, collect info about target market, price points,
budget etc. of product launch, campaign promotion etc. Then they pass on the
information to the 2nd department, also help set meeting with Strategic Planning
Department.
2. Strategic Planning Department: Then they sit with client servicing and creative
department to figure out the sharpest way of communicating to the people about
the product/ campaign. They try to plan such activities that people will accept the
product, buy the product or change their behavior towards the product. Then after
planning a brief/ concept they pass it to the creative department.
3. Creative Department: Most important department for an Ad firm. After acquiring
information, planning from the Strategic Planning department on what to
communicate, creatives decide on how to communicate the message, what exactly
should be the message passed on to the customers, which will impact positive
behavior on the people.
(Digital Team): New addition to the firm. They give inputs, suggestions, advice on
communicating strictly in digital channels. They also find the algorithms of social
media, how to use it effectively and see that the message passes on to the right
target people.
Supporting Team:
There are also 3 supporting teams, which performs all the works for house-keeping, they
make sure the core departments can function properly. That is, they are inward facing
departments. The supporting teams are:

11. 4
4. Human Resource Department
5. Admin Department
6. Finance & Accounting Department
Company Top Personnel
1. Sarah Ali 2. Shakib Chowdhury 3. Mithun Roy
Managing Director Executive Creative Director COO
Working Process
Motivational Tools:
No specific motivational tools are used in the firm. It’s more like “Do the work or get fired.”
Besides, they do organize a picnic every year for the employees. They also arrange
workshops on various agenda like presentation, content creation etc. They also arrange
knowledge sharing sessions both in the country and abroad. Through their international
affiliations, employees are trained and developed.
Client
Servicing
Information
Gathering
Strategic
Planning
Concept
Planning
Creative
Department
Creative
Message &
Medium

12. 5
SWOT:
Future Plans and Prospects:
FCB Bitopi is now in the midst of becoming a progressing agency from an ancient traditional
one. They are trying to overcome this transition stage they currently are in. Within 2 years
they are planning to overcome it, and be better and stronger. They want to grow along with
their employees and return to the prestigious stage once they were in as being known as
The School of Communication.
Strength:
1. People/ workforce
2. Agility
3. Legacy contract/ contact.
4. Foreign Affiliations
Opportunities:
1. International firm
approaching local agencies
Weakness:
1. In midst of a transitional
stage.
2. Less Financial Power
Threat:
1. Not being able to change
2. Losing MNCs to foreign
agencies.

13. 6
Conclusion
Bitopi is a well surviving agency fighting all the barriers and surviving more than 50 years.
The have managed to change and adapt along with the time and quickly capture the
opportunities of the market. The foreign affiliations have worked well with them.
They have managed to maintain a strong client base and turn up satisfactory, behavior
changing creative works. They are also trying hard to be the market leader and overcome
the transitional stage they are currently in. They know well their strengths and weaknesses
as well as the opportunities and threats they might have. They proudly claim, “They are well
able to go against head to head with any advertising agency in Bangladesh.”
The company has a well-organized way of processing works, which is not only efficient but
also helps the company run smoothly and effectively. For their extraordinary works they
have been awarded with prestigious national awards like, Adfest Silver award, Adfest bronze
award, Srijon Bronze award and many more.

14. 1
Appendix
Meeting Conducted with Mr. Shakib Chowdhury, Executive Creative Director at FCB Bitopi.
Campaigns by Bitopi:

15. 2
Awards won by Bitopi: