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An Introduction to Euro RSCG Worldwide PR

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Euro RSCG Worldwide PR - Part of the Euro RSCG Worldwide Network

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An Overview of Euro RSCG Worldwide PR

_ Headquartered in Paris with a strong established network across 28 wholly owned agencies in 15 countries

_ Extensive experience in creating and managing PR programmes for a wide range of clients of all sizes globally

_ Best Corporate Communications Agency in Europe (Holmes Report)

_ Ranked #1 in France and Israel, top 3 in Poland, top 5 in Germany, Finland and The Netherlands, and the only specialised corporate communications agency in the Middle East

_ In the UK, winner of the Campaign of the Year 2007/08 (PR Week) and voted PR Firm of the Year 2008 (Hedgefund Journal Awards)

_ Winner of Best Communication Case in France and Benelux (European Excellence Awards 2008)

Laurent HabibEuro RSCG WW PR

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Sydney, Canberra, Melbourne, Australia; Bangalore, Mumbai, New Delhi, India; Manila, Philippines

Asia Pacific:

Tel Aviv, Israel; Beirut, Lebanon; Dubai, U.A.E.

Middle East:

Prague, Czech Republic; Helsinki, Finland; Paris, France; Düsseldorf, Frankfurt, Hamburg, Germany; Milan, Rome, Italy; Rotterdam, Netherlands; Warsaw, Poland; London, Edinburgh, Manchester, U.K.

Europe:New York, San Francisco, Los Angeles, Pittsburgh, USA

North America:

1,200 pr & corporate experts. 15 countries. 28 offices.

Global Coverage

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Sydney, Canberra, Melbourne, Australia; Shanghai, China; Bangalore, Mumbai, New Delhi, India; Manila, Philippines

Asia Pacific:

Tel Aviv, Israel; Beirut, Lebanon; Dubai, U.A.E.

Middle East:

Prague, Czech Republic; Helsinki, Finland; Paris, France; Düsseldorf, Frankfurt, Hamburg, Germany; Milan, Rome, Italy; Rotterdam, Netherlands; Denmark, Sweden, The Nordics; Warsaw, Poland; Madrid, Barcelona, Spain; London, Edinburgh, Manchester, U.K.

Europe:New York, San Francisco, Los Angeles, Pittsburgh, USA

North America:

1,500 pr & corporate experts. 29 countries. 49 offices.

Global Coverage – Euro RSCG WW PR and Affiliates

Mexico City, Mexico; Lima, Peru; Panama, Panama; Buenos Aires, Argentina; Caracas, Venezuela; Bogotá, Colombia; Montevideo, Uruguay; Quito, Ecuador; La Paz, Bolivia; Brasilia, Sao Paulo, Rio de Janeiro, Brazil; Santiago, Chile

LATAM:

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Top 10 Global Network

Agency Name Agency HQ

1 Fleishman-Hillard USA

2 Weber Shandwick USA

3 Edelman USA

4 Burson-Marsteller USA

5 Hill & Knowlton USA

6 Ketchum USA

7 Ogilvy Public Relations USA

8 Porter Novelli USA

9 Brodeur Pleon Worldwide USA/Germany

10 Euro RSCG Worldwide PR France

11 Manning Selvage & Lee USA

12 Publicis Consultants France

13 GolinHarris USA

14 GCI Group USA

15 Waggener Edstrom USA

16 Ruder Finn USA

17 Cohn & Wolfe USA

18 APCO Worldwide USA

19 Financial Dynamics U.K.

20 Text 100 USA

Source: The Holmes Group, July 2007

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Our Key Clients

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Our Capabilities

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Global Leader in Financial Communication

Source: The Holmes Group, 2007

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Global Leader in Corporate Communications

Source: Mergermarket, 2009

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North American Leader in Corporate Communications

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Best Corporate Communications Agency in Europe

Source: Strategies, May 2008

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Winner of PR Campaign of the Year UK

Source: PR Week, 2008

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Named French PR Consultancy of the Year 2009

(Source: The Holmes Report 2009)

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Recognised Talents

_ 2008 European Consultancy of the Year

_ 2008 Baltic Region Award (Volvo C30 Launch in Poland)

_ 2008 Best Communication Case France (INPES)

_ 2008 Best Communication Case Benelux (World Whisky Index)

_ 2007 Financial Consultancy of the Year

_ 2007 Best Campaign of the Year – Grand Prix

_ 2007 Best Corporate & Business Campaign

_ 2007 Best Financial Communications Campaign (Mittal Steel bid for Arcelor)

_ 2007 Best European PR program (Mittal Steel bid for Arcelor)

_ 2007 European Communications Awards for best M&A communications in Europe

_ 2006 Best European Financial Communications Campaign

_ 2006 Benelux Consultancy of the Year

_ 2006 Financial Consultancy of the Year (AMO network)

Source: Sabre Awards/Holmes Report, 2006- 2008 & European Excellence Awards 2008

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And Recognised Thought Leadership

_ Brands in Recession (2008)

_ Role of Corporations in Today’s Society (2007)

_ Opinion Leaders – The new generation of corporate, finance, media and influencers (2006)

_ E-influence (2006)

_ Corporation in Crisis and the Media – The Misunderstanding (2005)

_ The Common Values of Europeans (2005)

_ Opinion Leaders – The Society of Mistrust (2004-2005)

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A Multi-Discipline Network

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10 Global Practices

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A network expert at consumer and brand PR…

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Totally LondonShowing the world London’s green spaces

Brief

_ Promote to the world at large, London’s green spaces

Strategy

_ Maximise coverage with a large scale event in a high profile location and amplify campaign through image and content-led assets

Implementation

_ Transform Trafalgar Square into a park

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Totally LondonShowing the world London’s green spaces

Results

_ PR value measured at £11,106,869, with 925,971,000 total opportunities to see and return on spend of 2777:1

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LevitraBreaking out of a ‘me-too’ positioning

Brief

_ Rapidly increase brand-name recognition of Levitra by consumers globally and establish a clear, differentiated positioning against the category generic Viagra

Strategy

_ Develop a global PR campaign to simultaneously launch across multiple channels based on the insight that female partners play an increasing role in the diagnosis and treatment of ED

Implementation

_ The campaign featured Jerry Hall as the global ambassador – the first time a woman has led an ED awareness campaign

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LevitraBreaking out of a ‘me-too’ positioning

Results

_ The global campaign was described by the brand director as Bayer’s most successful initiative in its 250 year history with sales exceeding category growth and client targets by 15-34%

_ Media impressions for Levitra far exceeded Viagra and Cialis, with 1 billion media mentions in the month post launch alone

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L’Oreal – VichyLaunching in the US market

Brief

_ Support strategic plan to launch Vichy, a L’Oreal skincare brand in the US market

Strategy

_ Focus on the importance of skin health as a first step in overall health

Implementation

_ Hosted national media launch event in Rockefeller Center in NYC

Results

_ Within 6 months of launch, we generated over

390 million media impressions for Vichy - achieving

an 11% share of voice in the media (equal to

established competitor brand Olay)

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SearsDon’t just give a gift, grant a wish

Brief

_ Use disruptive tactics to make the Sears brand ‘pop’ and gain share of voice in a cluttered holiday marketplace

Strategy

_ Bring back the Sears ‘Wish Book’ after a 14 year hiatus, and create a 360° program, led by PR, to encompass advertising and promotions

Implementation

_ Launched a larger-than-life Wish Book (30 ft.) in Times Square and The Trump Tower with teams of holiday “Wish Makers” distributing Wish Books in the top five Sears markets

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SearsDon’t just give a gift, grant a wish

Results

_ Increased sales noted over Q3 - Black Friday spike in sales

_ Garnered over 260 million impressions in key media outlets such as CBS The Early Show, ABC’s The View, Redbook Magazine, Wall Street Journal, New York Times, and MSNBC.com

_ Reached an additional 30,000 target consumers with the Wish Maker program in the key markets and allowed for one on one dialogue with target Sears customers

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LacosteMoving to a lifestyle positioning

Brief

_ Shift perception of Lacoste in India from a Polo brand to a lifestyle brand

Strategy

_ Engage a high-profile Indian celebrity to champion Lacoste’s new image

Implementation

_ We secured Karan Johar, India’s leading film director, and a cutting edge trendsetter, to model the Autumn Winter 07 collection for L’Officiel, India’s leading high fashion and luxury magazine

Results

_ Branded editorial coverage of the shoot appeared over three successive issues of the magazine which generated great mileage

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British ArmyThe Expedition

Brief

_ Raise media excitement and build army reputation for ‘The Expedition’

Strategy

_ Maximise coverage by providing constant information flow from the team on Everest

Implementation

_ 24 hour broadcast feeds from the mountain were packaged, transmitted and sold into broadcast media

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British ArmyThe Expedition

Results

_ An exclusive partnership with Sky News yielded 200 news items worth close to £1m

_ The campaign achieved a media reach of 354 million - 6 hits per UK consumer, and 55% awareness amongst the entire UK population with 94% positive media coverage

_ 30,000 enquiries were made about a career in the Army

_ PR Week Gold Award – Campaign of the Year 2007

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French Presidency of the European Union Celebration

Brief

_ Celebrate France’s Presidency of the European Union

Strategy

_ Use one of France’s most well known and powerful monuments

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A network that believes that content and entertainment will drive the future of brands…

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Ben & Jerry’sSundae on the Common

Brief

_ Generate exposure for the brand across the summer with a series of PR splashes

Strategy

_ We developed a brand experience platform - an event that could contain the complete brand essence and bring it to life

Implementation

_ We created a music festival ‘Ben & Jerry’s Sundae on the Common’

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Ben & Jerry’sSundae on the Common

Results

_ In 2008 total PR value was measured at £2.8million with over 50 million total opportunities to see. ‘Sundae on the Common’ is now in its 5th year.

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Paris 2012The Olympics come to Paris

Brief

_ Raise awareness of the Paris 2012 bid

Implementation

_ Literally re-create The Olympics for the day along The Champs-Elysées

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Paris 2012 The Olympics come to Paris

Results

_ 1 million spectators, 2000 paid staff, 700 volunteers and 150 world champions

_ More than 300 articles, 15 hours of TV coverage broadcast in 60 countries and over 90 TV channels

_ Won a Gold Media Cannes Lion

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MotorolaRed Square

Brief

_ Raise awareness for Motorola’s association with the charity initiative – Red, and the launch of the red MOTOSLVR handset

Strategy

_ We took the then hottest music act of the moment – Scissor Sisters – and developed a live music event

Implementation

_ Trafalgar Square was transformed into Red Square, for one night only

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MotorolaRed Square

Results

_ 155,000+ applied for tickets via SMS mechanic achieving a capacity sell-out of 16,000

_ Consumers all wore red clothing for the event

_ 4,000+ Bluetooths broadcast on the night - 25% of the capacity

_ A TV show was broadcast on the same night as the event on Channel 4 and has since aired 4 times – the audience currently stands at 1.4 million.

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A network skilled at managing the most critical moments in a company’s life…

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Major Financial Operations

IPOIPOIPO

Acquisition proposal

Acquisition by PPR

IPO

Merger Alcatel Lucent

IPO

Acquisition Orascom

Hostile acquisition of

Sanef

Continental/ Delta merger

proposalsAcquisition

Media & Broadcast

Acquisition proposal

Acquisitions VUP + Warner

PublishingAcquisition

Foncia

Merger NYSE /

Euronext

Acquisition of Arcelor

Acquisition of BNL (Italy)

Demerger/ Spinoff of beverages unit

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Alcatel-LucentThe merger of equals

Brief

_ Develop a global communications strategy surrounding the announcement of the merger, and manage post-merger integration communications

Strategy

_ Create positive energy around a merger that had previously failed and was under huge national scrutiny

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Implementation: A 360° approach

Alcatel-LucentThe merger of equals

Corporate advertising Financial communication roadshows

Internal communications program including “day one breakfast” in all offices around the world

Intranet/Change management Press relations and public affairs Crisis management

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Crisis Management

Avian flu crisis

2003 August heatwave crisis

3 profit warnings in a year

Crash of the Roissy T2E Airport terminal

Company value down 30% after US senators cancelled the Sodexho

US army contract during the first days of the Iraq

war

McDonald’s fight against José Bové and

anti-american sentiment

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McDonaldsUsing a crisis to build a corporate image

Brief

_ Ensure McDonalds in France was not made the scapegoat for anti-American sentiments amidst the tensions of the WTO negotiations in Seattle

Strategy

_ Frenchify McDonald’s by showing that McDonald’s France makes all its purchases from French producers and chooses to be measured by French food safety criteria

_ Launch of the ‘Made in France’ campaign

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McDonaldsUsing a crisis to build a corporate image

Implementation

Corporate advertising campaign In restaurant marketing with educational posters

Presence at the major French Agricultural Fair

‘Transparency days’ – behind the scenes at McDonald’s

Corporate PR Product PR for new healthy eating range

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MicrosoftWindows Vista

Brief

_ Fight back against the early poor reviews of Windows Vista

Strategy

_ The plan was divided into 3 phases – buzz, B2B and B2C

Implementation

_ Final grand public launch at the Arc de Triomphe, attended by 201 journalists

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MicrosoftWindows Vista

Results

_ 281 media impressions, with 45 TV mentions, 66 radio mentions, 70 press articles and 100 online articles

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Corporate Global Brand Strategy

Building the Reputation of the Leader of Nuclear Energy

Accompany the M&A and the Creation of BNP Paribas

Turning the French Electricity Institution into

a Global Energy Brand

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Corporate Global Brand StrategyAirbus

Brief

_ Transform a European B2B organisation into a leading global brand

Strategy

_ Move to unified branding through a new corporate design

_ Market Airbus directly to the end user – the frequent flyers

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Corporate Global Brand StrategyAirbus

Implementation

Unified global brand and new corporate guidelines

Corporate advertising campaign

The launch of the A380 the biggest aircraft in history

Ongoing press management

Internal employee communication

Unified Publishing across corporate, consumer and technical

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Euro RSCG Worldwide PRIndividual Office Snapshots

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Abernathy MacGregor Highlights

Source: 2008 Full Year M&A Review

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IPOIPOIPO

IPO

Share price guarantee

Merger of Alcatel Lucent

IPO

Acquisition Orascom

Acquisition of BNL (Italy)

Merger Caisse Epargne /

Banque Populaire

Acquisition Media &

Broadcast

Acquisition Beni Stabili

Acquisitions VUP + Warner

Publishing

Acquisition Foncia

Merger NYSE /

Euronext

Acquisition BNL Italie

Hostile acquisition of

SanefIPO

and delisting

Friendly take over of Geodis

remaining Shares

Euro RSCG C&O Financial Communication Highlights

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The Maitland Consultancy Highlights

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Thank you