How agency work tale behind a brief

Abstract

I am Sharmin Sultana Shammi (11304084) of BRAC University. I have done my internship in Cookie Jar Ltd, one of leading digital agency in our country. My internship is in the client service department. Throughout my internship, I had been working in different clients across Bangladesh. This report was written after getting the first-hand experience from Digital media marketing. This report explains the importance of digital media marketing in present era and this report will help the reader to get an idea about the importance, recent priority of digital marketing and also concepts of digital marketing, Duties and responsibility of client servicing executives in an agency, Steps involved in client servicing and Consumer buying behavior in the digital era. After reading the whole report the reader can able to understand the reason behind growing digital media marketing. Title of the Internship Report is “How Agency Work Tale behind a Brief” and Objectives of the Internship are to understand the requirement of clients, formulating strategies for clients, executing those strategies to achieve their brand objectives. Methodologies used for achieving these objectives are client servicing. For achieving first three objectives, I have done client servicing in Cookie Jar Ltd. By doing client servicing, I got chance to work with popular brands like GSK, Cute, Bondhu Garage of Grameen Phone, Square, BRAC Bank. Main findings of this internship are given here. Customers are highly information seekers. They collect more information about a product before buying it. Internet penetration in Bangladesh is key player for this phenomenon. Most of people are getting stimulus through advertisements, but they are not reaching to end phase of customers purchase journey, mainly in high involvement purchases. Brands are getting more touch point to reach their target group in this digital era. More details about findings are given this report.The successful completion of this internship indicates that the future of marketing is in the hands of digital. I conclude my research by quoting again that “Brands can’t sustain without digital presence”