ATL marketing and its impact on brands- a case study on Ogilvy & Mather Bangladesh

Abstract

This internship report focuses on the work experience I have gathered being an intern in the Account Management department of Ogilvy Bangladesh in my three month time period. I particularly focused on the unique consumer promotions and marketing campaign that Ogilvy undertook to leave their clients as well as the viewers amused and entertained. Their operations include a huge number of services which they deliver using different medium such as TVC, Radio, Press, PR, 360 degree campaign and many more. A list of their clients is also attached in this report and Ogilvy was responsible for creating ideas to display their clients’ products as a brand. Again, a SWOT analysis has been done to showcase the performance of Ogilvy against its competitors in the local and international arena. Also, I have shared a detailed insight about my work experience at Ogilvy along with a detailed job description where I had to deal with local and international brands, conducting research through market visits and periodic surveys, brainstorming, planning and implementing ideas on how to execute Ogilvy's services in the best possible manner. Lastly, I discussed about some significant consumer promotions such as, ‘Dove- Combo bag free’ promotion, Shakti doi press release, Mentos re-positioning campaign. At the same time, I have also mentioned about how the branding and positioning was done for these products in an attempt to make the brands more attractive than the competitors' products and also to retain these brands in the consumers' mindsets.