The role of an account executive in creating brand awareness through advertising for catchplay in Mullenlowe Indonesia

Lalwani, Preena Ramesh (2017) The role of an account executive in creating brand awareness through advertising for catchplay in Mullenlowe Indonesia. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The advancement of streaming movies and TV shows from the internet has developed rapidly over the years. There are tons of different services out there vying our attention and there is no limit to the amount of services coming into the countries. CatchPlay as a new Video On Demand service used the services of MullenLowe Indonesia to create brand awareness through its various forms of advertising. As an intern in the department of Account Management in MullenLowe Indonesia, the author mainly worked on three main contents for CatchPlay s advertising which is Hub, Hero and Hygiene and this is known as the Content Strategy Model. During the journey, the author also had to understand several concepts such as Brand, Brand Awareness, Advertising, etc to complete the projects of CatchPlay. The study done during the journey of the internship concluded that the department of Account Management does plays a very important role in any advertising agency and that strong relationships between departments would help in executing tasks perfectly which hence would lead to satisfying the clients.

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