Rapport de stage – Publicis Frankfurt GmbH (2006)

Rapport de stage Marketing & marques Marketing des services

Date de publication :

12/03/2008

Langue :

Anglais

Format :

.pdf

Nombre de pages :

43 pages

Niveau :

expert

Consulté :

5 fois

Avis client :

non évalué

Validé par :

le comité Oboulo.com

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Sommaire :

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

Résumé :

I undertook and completed my 1 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 within 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 integrated within the key accounts department within the agency having the prime responsibility for the family-care products portfolio of one of the most prestigious and world's biggest advertiser, Procter and Gamble. This internship was a once-in-a-life-time opportunity as a student to understand and grasp the world of advertising within an international perspective, an area which I was very avidly keen to explore. 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. Indeed, to create and develop effective Above The Line1 advertising campaigns, it requires a profound understanding of the consumers' buying triggers, a continuous tracking of the business environment and competition positioning, all in the turbulent magma of a low-involvement product market. The fact that publicis' innovative communications concept called the "Holistic Difference" is fully incorporated into their corporate culture; it therefore incites the workforce to work in a dynamic, 360 global vision whereby we are all pushed to achieve advertising excellence. Nevertheless, competition is fierce and to maintain high-creativity work by continuously working at the cutting edge of new technology and standards within a large agency made me realise the difficulties of the chameleon changing marketing tools necessary to come our as "Best of the Class" in this industry. After the presentation of the agency and the client, I will describe my objectives and motivations, the tasks I undertook as well as an evaluation of my professional and personal capabilities. This report is not only a simple overview description of my tasks but a deep analysis of my role within the key account department and the environment in which I adapted to and evolved.