A credentials presentation by

intelligent communications across the world

23 June 2009

Sungard Systems

ECCO International

A company established by 35 market leading

independent PR consultancies from around the

world to deliver consistently high quality, cost

efficient and integrated global campaigns

Our promise: the systems and synergies of a major

multinational and the energy and commitment of

award winning owner managed businesses

ECCO International

The world‘s leading and largest group of owner

managed communications consultancies

With over 1,000 consultants

In 37 countries

And revenues in excess of €100m

ECCO Agencies Share:

Top 10 independent status in their local market

Integrated systems and common culture

Values of excellence, honesty and partnership

Client mix of blue chip multinational, public sector

and local leader organisations

Award winning work

ECCO Systems

Global Account Management

International management centre in London

Hub and spoke model

Regional hubs in London, New York, Cairo, Sydney

and Stockholm

English and Spanish speakers on all teams

Shared templates, standards and team training

Cost and message efficiencies through centralised production, but flexibility and budget focus on local delivery

ECCO global brands: technology & telecoms

ECCO global brands: insurance & financials

KEY FACTS

Established 1987 Award-winning! Number 34 PR Week Tech Agency League Tables 2009 Top Marks in PRCA Quality Audit Staff drawn from top 5% Strong client retention over 3 and 5 year benchmarks

TRACK RECORD - ICT

Alias Arrivo on Demand AXS Telecom BenQ COLT Virtual Reality Continua Cumulus Systems Diebold

DTI/ISI Energis First Information Group Getronics Global Beach Guardian Disaster Recovery HR Access Marconi

TRACK RECORD - ICT

Navtrak

Pace Microtechnology

Philips C&P

PSI Net

Q-Free

Sales Curve Interactive

Siemens

Sigma Systems

Sony Computer Entertainment

Sterling Software UK

The Lounge Company

Xerox

TRACK RECORD –Financial Services

Barclays Sales Finance

Company Barclaycard

Cumulus Systems

Dom Bank

Friend Indeed

Intune

Landsbanki/Icesave

Lloyds of London

MASAI

MMA Insurance

PPP’s Denplan Care

Preferred Mortgages

Saga Services Ltd

The Tax Team

World Pay

Zurich Municipal

TRACK RECORD –Education and Training

Business Links DfES – London Challenge DfES – My School is Great

competition Skills for Care Black Country NHS

Education & Training Consortium

British College of Osteopathic Medicine

Young Enterprise

Lifeskills

Shell LiveWIRE

STEP (Shell Technology

Enterprise Programme)

The King’s Fund College

Institute of Training &

Development

TRACK RECORD –Public Sector

Explore Northamptonshire DfES Connexions Department of Health Highways Agency Lancashire Partnership for

Road Safety London NHS ICT

Programme

Museums, Libraries &

Archives Council

Maritime & Coastguard

Agency

Ordnance Survey

Thurrock Council

Waste & Resources Action

Programme (WRAP)

The Xerox Case Study

Support Change Management Programme

Maintain a leadership profile for Xerox in the commercial print industry

Create awareness of the company’s services expertise in new markets – Xerox Global Services (XGS)

Move perceptions from a photocopier company to the digital document company

Challenge

K+R’s brief was to set the strategy for Xerox in Europe, implement the strategy in the UK and manage its roll-out across 16 European countries via Xerox’s agency network

Improve agency performance across Europe

Challenge

Reaffirm Xerox’s leadership in digital print through product review, customer wins and case studies

Highlight Xerox’s history of innovation as a differentiator

Focus on mainstream business issues relating to document management and processes

Weave the services message into all PR

Ensure consistent and honest messaging across Europe

Behave like a leader

Strategy

Local customer wins and case studies

Product pieces and reviews

Innovation stories

- e.g.on reusable paper

One to one briefings

- We made these as worthwhile as possible for the journalist by giving them a breaking news story or idea for a comment piece

Tactics - Spoke

Company profiles – with a heavy focus on XGS

‘Meet the Customer’ press events and roundtables

- e.g. involving Brewin Dolphin, MHRA and Lloyds Register

Several independent studies

- e.g.VNU survey on the role of documents

Creative storylines

- e.g.Call for a Director of Documents. This is a fictitious role used to highlight the value of documents to a business

Tactics - Spoke

Developed processes, including reporting and KPI rankings to evaluate agency performance

Pan-European content such as case studies and customer wins

One pan-European research project per year

- e.g Study with Forrester into ‘The MIllennials’ in the workplace or survey into email trends with IDC

Tactics - Hub

Co-ordination of Xerox PR activity at major trade shows and events

- An industry panel discussion chaired by Jeremy Paxman and featuring CEO Anne Mulcahy at IPEX 2006

Press trips for European journalists

-This included a visit to Xerox’s Research Centre in Grenoble to see the latest XGS innovations

Tactics - Hub

Change Programme met all objectives

We successfully communicated the services message

Services became the key message in Xerox corporate coverage

We achieved high quality coverage, with 62% of XGS UK coverage appearing in Tier 1 media

K+R was Xerox’s top performing agency in Europe (based on KPI rankings which include measures such as key message penetration, placement of coverage and tone of voice)

Results

Xerox’s media profile expanded significantly from the core graphics art press to include the IT, general business, HR, broadcast and national media

Performance improvements across all agencies

Award-winning evaluation system

40% savings in EMEA PR spend

Results

Results

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