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Advertising Agency
ADVERTISING, Summer 2011 Muhammad Saad Bhutta
8/1/2011
INTRODUCTION
Interflow Communications is one of the top advertising agencies providing marketing communication services in Pakistan. It has its offices in Karachi, Lahore and Islamabad. It has professionals relating with creative, media and advertising management. It is a full service agency that provides solutions ranging from mass effectiveness of electronic, print and out of home media to the intimacy of new media
HISTORY
It is established in 1983 by Taher A. Khan. Interflow has built and re-built brands raised the bar on solution delivery and brought the spirit of custodianship to life over and over again. Over the years, Interflow has been intimately associated with successful brands such as Pepsi, Ufone and PTCL
LIST OF CLIENTS
Mountain Dew Cheetos
7up
PSO
Mirinda
PTCL
7up free
Skincare
Lays
Aqualyng
Ufone
Braclays
Augere
Kurkure
Bp
Daihatus Coure
Singer plus
Himaliya herbal
Kisan foods
Nissan
Bubble gummers
Kitchen Secrets
Urban Sole
Samsung
FFC Sona
Manpasand
UNDP
Planta
TV 1
News1
FM91
Less Integration
With various communications channel and tendency of clients to use different agencies for different communication channel, often the integration of message becomes difficult. Variance in message may cause channels outcome to greatly affect each other. Interflow has responded to this problem by offering all the solutions under one roof
Urgency
Loyal and big customers know their position and often become too demanding. They shared a recent example of skin cares product FairMenz when they wanted to create an ad within 3 days as they were anticipating a campaign of Max Fair & Lovely
Outcomes
This problem may sound clich but is often the big issue for interflow. Clients most of the time held agency responsible for the outcomes of a campaign. And the problem becomes more difficult for a full service agency which interflow is.
ORGANIZATION CHART
Creative Manager Copywritting Creative Director Assistant Creative Director Creative Manager Storyboard Director Client Service CEO Interflow Director Finance Manager Finance (3) Fiance Executive (4) Account Managers (3) Account Executive (4)
Manager Research Director Stratgeic Media Planning & Research Assistant Director Manager Media Planning
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SERVICES
Interflow offers all the services under one roof. It follows 360 Degree branding philosophy. It is also to reduce the area of conflict of integration where clients often find it difficult to communicate same message through all the communication channels of IMC. This also enables to have a greater control on overall campaign and reduces the conflict of shifting blames relating outcomes to result
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SWOT ANALYSIS
Strength
All solutions under one roof Talented retained professionals Large Customers database Loyal Customers (Like Pepsi Co.)
Weakness
Newly inducted services like market research is not up to the industry level
Opportunities
Industry still under developed, hence more room for improvement Brand development for many products is required Media is flourishing
Threats
Intense growing competition Globalization has impacted, as companies are trying to keep one agency world wide Regional ads are now becoming common. Covering two or more countries at a time Less advertising budgets and movement to other elements of IMC Audience is not as active in the process and hence advertising is becoming less attractive for clients
EQUIPMENT OWNED
Apple Macintosh For animation & effects Peoples meter For measuring rating Axon- Planning Tool
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