Roles of digital marketing communications over conventional marketing: a perspective on Ogilvy & Mather Communications (Pvt.) Ltd

Abstract

This internship report stresses on the work experience I have gathered as an Intern in the Digital Services department of Ogilvy & Mather Communications (Pvt.) Ltd from December 20, 2015 until April 7, 2016. In this report, I mainly have incorporated my experience at Ogilvy & Mather especially campaign management, research and development works etc. where I also have provided details about my 3 months’ work experience at O & M along with a comprehensive job description where I had to work with different international and local brands and an analysis on the roles of Digital Marketing Communications over conventional marketing which is also a blend of my Ogilvy & Mather’s experience and research data. Since its inception in 2008 in Bangladesh, Ogilvy & Mather has always been conserving quality service and now it is one of the renowned and biggest advertising agencies in the country within a very short time. In this report, I have included a list of their clients and brands they are managing. Later, I discussed about campaigns that I had to manage where some creative done by Ogilvy & Mather’s Creative department under my department’s supervision where I followed-up are also provided. Then, I discussed about the project on the roles of digital media communications over conventional media where different new findings came out. The project’s objective is to understand the roles of digital marketing communications over the conventional marketing from the customer point of view to find out how digital marketing communication is helping conventional marketing process. This report will serve good information for the marketers. Ogilvy & Mather has a good internship program. Agency people have to work much for uplifting a brand. There is an agencyclient gap in Bangladesh, if it can be reduced, it may make the works for both the parties very easily. Again, agencies and corporates are not taking digital marketing communication seriously till now. More investments in digital media is needed which may give a better visibility of the brands and make the advertising and marketing atmosphere more delightful which may amaze people with its’ beauty.