Advertising Agencies Try Out New Business Models | Marketing Management Case Studies

Details

Case Code : CLMM082
Publication date : 2009
Subject : Marketing Management
Industry : Advertising
Length : 04 Pages
Price : Rs. 100

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Key words:

Advertising agencies, Zag, Bartle Bogle Hegarty (BBH), intellectual property (IP), Pick Me, Anomaly, Erasmus, Crispin Porter + Bogusky, ad creative services

Note

1: This caselet is intended for use only in class discussions.
2: More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.

Abstract:

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.

Issues

  » New business models.
  » Changes in the advertising industry.
  » Brand creation.

Introduction

In October 2009, Bartle Bogle Hegarty (BBH), a well-known British advertising (ad) agency, launched an ad campaign to promote one of its own products - the Ila Dusk rape alarm. This was an iPod-sized device whose function was to unsettle attackers by emitting the sound of a screaming woman, followed by a voice shouting "Help me!"...

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?

Case Studies on Related Topics

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