BMCW Company ProfileIntroduction to Brightmen and CoolwordsBy Ewold de Bruijne

September 2009Company Profile

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• Ewold de Bruijne, 42, Dutch, married, no kids

• Corporate communications professional with 20 years of international experience in the PR trade

• Boardroom adviser, media relations expert, ghost-writer, professional warrior (active lieutenant commander Royal Netherlands Navy)

• Been there, done that - M&A, international expansion, strategic alliances, product introductions, investor relations, restructuring, crisis management, repositioning, reputation management

Who is …?

September 2009Company Profile

3Ewold’s Service Record

0807060504030201009998979695949392919089press officer consultantofficer financial comms officer head comms dep corporate comms director

September 2009Company Profile

4My job

Build from scratch and launch Fix-up and boost Re-design and exceed Take barriers down and bridge the divide Claim new ground and hold it Spoil the enemy's game Paint a new mental picture

September 2009Company Profile

5Products and Services• Press releases

• Speeches

• Presentations

• Media relations

• Fact sheets

• Briefing sheets

• Position papers

• Corporate brochures

• Annual reports

• Web design

• Perception studies

• Benchmarking

• Issues management

• Q&A training

• Interview training

• Conference calls

• Analysts presentations

• Press conferences

• Road shows

• Site visits

September 2009Company Profile

6AchievementsAnnual reports

Issue management

Announcements

Free publicity

Brought Buhrmann report into top-200 of the world’s best annual reports and subsequently achieved higher ranking every year

(source: E.com – “ Annual Report on Annual Reports”)

Successful “messaging” in quarterly earnings releases has helped clients to gain substantial free publicity for its proprietary brands and

has helped AEGON to win various IR Awards.

Successful pitches resulted in CEO and CFO interviews withThe Financial Times, The Wall Street Journal, Business Week,

The Economist, De Telegraaf, Het Financieele Dagblad, NRC, etc.

Successfully stopped adverse publicity about profit warnings. Shielded companies from reputational damage related to boycott

threat, insider trading, fraud, product quality issues.

September 2009Company Profile

7BMCW offers you…• Sparring partner: awareness of PR opportunities, testing your ideas, ask the

obvious questions and the annoying ones (which you will have to answer sometime anyway)

• Editorial services: interviewing, writing, editing• Media access: initiating contacts on a project-by-project basis, pitching the

story, give you a solid introduction, provide you with useful information about the (media) people you're dealing with, act as your spokesman

• Media monitoring: 'post-mortem' analyses of media coverage, keep an eye on what's out there, give you an early warning in case of trouble, rapid and professional response whenever appropriate

• Project management: planning, coordination and taking control of your PR activities in order to make sure that activities take place on time, in accordance with the briefing, within budget

September 2009Company Profile

8BMCW values

ProfessionalismExpertiseCreativityExecutionIndependence

Quality based on experience

Best practice as our benchmark

Proven effective solutions

Putting words into action

Well-known and trusted liaison

September 2009Company Profile

9Adding value to your project• Providing you with really good advice and good copy

• Getting you mentally ready to enter the arena and achieve the results you want

• Preparing you for a successful landing of your corporate stories

• Enabling you to stay in the loop and in control of your reputation

• Making sure the your PR plan gets executed, flawlessly

September 2009Company Profile

10Looking forward!