Case Code : CLMM082
Publication date : 2009
Subject : Marketing Management
Industry : Advertising
Length : 04 Pages
Price : Rs. 100
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Advertising agencies, Zag, Bartle Bogle Hegarty (BBH), intellectual property (IP), Pick Me, Anomaly, Erasmus, Crispin Porter + Bogusky, ad creative services
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The short case study discusses the new business models being adopted by ad agencies across the world in response to the changing scenario in the advertising industry. It describes the various reasons why the ad agencies are adopting these new models, and also mentions some of the new businesses started by the agencies. The case study also briefly discusses the benefits and the risks associated with these initiatives.
Questions for Discussion
1. Why, in your opinion, are the services being provided by traditional ad agencies becoming less relevant?
2. What are the key features of the new business models being adopted by ad agencies? What are the benefits and the risks associated with these models? In your opinion, how effective are these new models likely to be, in helping the agencies survive the recession?
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1. Anomaly: Not Just another Ad Agency
2. Omnicom: The World's Largest Advertising Conglomerate
3. What's in a Name? Lessons from Three Rebranding Exercises in India