An Introduction to Euro RSCG Worldwide PR




                              1
Euro RSCG Worldwide PR - Part of the Euro RSCG
Worldwide Network




                                    2
An Overview of Euro RSCG Worldwide PR

                    _ Headquartered in Paris with a strong established network acro...
Global Coverage


     North America:
     New York, San Francisco,   Europe:
     Los Angeles, Pittsburgh,   Prague, Czec...
Global Coverage – Euro RSCG WW PR and Affiliates


     North America:
     New York, San Francisco,                   Eur...
Top 10 Global Network
                                          Agency Name            Agency HQ
                   1     ...
Our Key Clients




                  7
Our Capabilities




                   8
Global Leader in Financial Communication




Source: The Holmes Group, 2007
                                      9
Global Leader in Corporate Communications




Source: Mergermarket, 2009
                                     10
North American Leader in Corporate Communications




                                   11
Best Corporate Communications Agency in Europe




Source: Strategies, May 2008
                                    12
Winner of PR Campaign of the Year UK




Source: PR Week, 2008
                                        13
Named French PR Consultancy of the Year 2009




(Source: The Holmes Report 2009)
                                   14
Recognised Talents

_ 2008 European Consultancy of the Year
_ 2008 Baltic Region Award (Volvo C30 Launch in Poland)
_ 2008...
And Recognised Thought Leadership

_ Brands in Recession (2008)

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

_ Opi...
A Multi-Discipline Network




                             17
10 Global Practices




                      18
A network expert at consumer and brand
PR…




                              19
Totally London
Showing the world London’s green spaces

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


Str...
Totally London
Showing the world London’s green spaces

Results
_ PR value measured at £11,106,869, with 925,971,000 total...
Levitra
Breaking out of a ‘me-too’ positioning

Brief
_ Rapidly increase brand-name recognition of Levitra by consumers gl...
Levitra
Breaking out of a ‘me-too’ positioning

Results
_ The global campaign was described by the brand director as Bayer...
L’Oreal – Vichy
Launching in the US market

Brief
_ Support strategic plan to launch Vichy, a L’Oreal skincare brand in th...
Sears
Don’t just give a gift, grant a wish

Brief
_ Use disruptive tactics to make the Sears brand ‘pop’ and gain share of...
Sears
Don’t just give a gift, grant a wish

Results
_ Increased sales noted over Q3 - Black Friday spike in sales
_ Garner...
Lacoste
Moving to a lifestyle positioning

Brief
_ Shift perception of Lacoste in India from a Polo brand
  to a lifestyle...
British Army
The Expedition

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


Strategy
_ Ma...
British Army
The Expedition

Results
_ An exclusive partnership with Sky News yielded 200 news items worth close to £1m
_ ...
French Presidency of the European Union
Celebration

Brief
_ Celebrate France’s Presidency of the European Union


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




                              ...
Ben & Jerry’s
Sundae on the Common

Brief
_ Generate exposure for the brand across the summer with a series of PR splashes...
Ben & Jerry’s
Sundae on the Common

Results
_ In 2008 total PR value was measured at £2.8million with over 50 million tota...
Paris 2012
The Olympics come to Paris

Brief
_ Raise awareness of the Paris 2012 bid


Implementation
_ Literally re-creat...
Paris 2012
 The Olympics come to Paris

Results
_ 1 million spectators, 2000 paid staff, 700 volunteers and
  150 world ch...
Motorola
Red Square

Brief
_ Raise awareness for Motorola’s association with the charity initiative – Red, and the launch
...
Motorola
Red Square

Results
_ 155,000+ applied for tickets via SMS mechanic achieving a capacity sell-out of 16,000
_ Con...
A network skilled at managing the most
critical moments in a company’s life…




                               38
Major Financial Operations




                  Acquisition                                       Demerger/ Spinoff
    I...
Alcatel-Lucent
The merger of equals

Brief
_ Develop a global communications strategy surrounding the announcement of the ...
Alcatel-Lucent
The merger of equals

Implementation: A 360° approach




Corporate advertising          Financial communic...
Crisis Management




                         McDonald’s fight
                       against José Bové and
             ...
McDonalds
Using a crisis to build a corporate image

Brief
_ Ensure McDonalds in France was not made the
  scapegoat for a...
McDonalds
Using a crisis to build a corporate image

Implementation




Corporate advertising campaign     In restaurant m...
Microsoft
Windows Vista

Brief
_ Fight back against the early poor reviews of Windows Vista


Strategy
_ The plan was divi...
Microsoft
 Windows Vista

Results
_ 281 media impressions, with 45 TV mentions, 66
  radio mentions, 70 press articles and...
Corporate Global Brand Strategy




Building the Reputation    Accompany the M&A                 Turning the French
of the...
Corporate Global Brand Strategy
Airbus

Brief
_ Transform a European B2B organisation into a
  leading global brand


Stra...
Corporate Global Brand Strategy
Airbus

 Implementation




Unified global brand and new      Unified Publishing across   ...
Euro RSCG Worldwide PR
Individual Office Snapshots




                              50
Abernathy MacGregor Highlights




Source: 2008 Full Year M&A Review

                                    51
Euro RSCG C&O Financial Communication Highlights




                     IPO                                             ...
The Maitland Consultancy Highlights




                                      53
Thank you




            54
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Euro RSCG WW PR credentials

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A presentation of Euro RSCG Worldwide PR, a PR & Coporate Communications division of Euro RSCG Worldwide network

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Euro RSCG WW PR credentials

  1. 1. An Introduction to Euro RSCG Worldwide PR 1
  2. 2. Euro RSCG Worldwide PR - Part of the Euro RSCG Worldwide Network 2
  3. 3. 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) Laurent Habib Euro RSCG WW PR _ 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) 3
  4. 4. Global Coverage North America: New York, San Francisco, Europe: Los Angeles, Pittsburgh, Prague, Czech Republic; Helsinki, Finland; Paris, France; USA Düsseldorf, Frankfurt, Hamburg, Germany; Milan, Rome, Italy; Rotterdam, Netherlands; Warsaw, Poland; London, Edinburgh, Manchester, U.K. Middle East: Tel Aviv, Israel; Beirut, Lebanon; Dubai, U.A.E. Asia Pacific: Sydney, Canberra, Melbourne, Australia; Bangalore, Mumbai, New Delhi, India; Manila, Philippines 1,200 pr & corporate experts. 15 countries. 28 offices. 4
  5. 5. Global Coverage – Euro RSCG WW PR and Affiliates North America: New York, San Francisco, Europe: Los Angeles, Pittsburgh, Prague, Czech Republic; Helsinki, Finland; Paris, France; USA Düsseldorf, Frankfurt, Hamburg, Germany; Milan, Rome, Italy; Rotterdam, Netherlands; Denmark, Sweden, The Nordics; Warsaw, Poland; Madrid, Barcelona, Spain; London, Edinburgh, Manchester, U.K. Middle East: Tel Aviv, Israel; Beirut, Lebanon; Dubai, U.A.E. Asia Pacific: Sydney, Canberra, Melbourne, Australia; Shanghai, China; Bangalore, LATAM: Mumbai, New Delhi, India; Mexico City, Mexico; Lima, Peru; Manila, Philippines 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 1,500 pr & corporate experts. 29 countries. 49 offices. 5
  6. 6. 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 6
  7. 7. Our Key Clients 7
  8. 8. Our Capabilities 8
  9. 9. Global Leader in Financial Communication Source: The Holmes Group, 2007 9
  10. 10. Global Leader in Corporate Communications Source: Mergermarket, 2009 10
  11. 11. North American Leader in Corporate Communications 11
  12. 12. Best Corporate Communications Agency in Europe Source: Strategies, May 2008 12
  13. 13. Winner of PR Campaign of the Year UK Source: PR Week, 2008 13
  14. 14. Named French PR Consultancy of the Year 2009 (Source: The Holmes Report 2009) 14
  15. 15. 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 15
  16. 16. 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) 16
  17. 17. A Multi-Discipline Network 17
  18. 18. 10 Global Practices 18
  19. 19. A network expert at consumer and brand PR… 19
  20. 20. Totally London Showing 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 20
  21. 21. Totally London Showing 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 21
  22. 22. Levitra Breaking 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 22
  23. 23. Levitra Breaking 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 23
  24. 24. L’Oreal – Vichy Launching 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) 24
  25. 25. Sears Don’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 25
  26. 26. Sears Don’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 26
  27. 27. Lacoste Moving 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 27
  28. 28. British Army The 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 28
  29. 29. British Army The 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 29
  30. 30. 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 30
  31. 31. A network that believes that content and entertainment will drive the future of brands… 31
  32. 32. Ben & Jerry’s Sundae 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’ 32
  33. 33. Ben & Jerry’s Sundae 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. 33
  34. 34. Paris 2012 The 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 34
  35. 35. 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 35
  36. 36. Motorola Red 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 36
  37. 37. Motorola Red 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. 37
  38. 38. A network skilled at managing the most critical moments in a company’s life… 38
  39. 39. Major Financial Operations Acquisition Demerger/ Spinoff IPO IPO Acquisition of of beverages unit proposal IPO Arcelor IPO Hostile Continental/ acquisition of Acquisition Acquisition Merger Delta merger Acquisition Sanef Orascom Media & Alcatel Lucent proposals proposal Broadcast Acquisitions Merger Acquisition of VUP + IPO Acquisition by BNL (Italy) Warner Acquisition PPR NYSE / Foncia Euronext Publishing 39
  40. 40. Alcatel-Lucent The 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 40
  41. 41. Alcatel-Lucent The merger of equals Implementation: A 360° approach Corporate advertising Financial communication Internal communications program roadshows including “day one breakfast” in all offices around the world Intranet/Change management Press relations and public affairs Crisis management 41
  42. 42. Crisis Management McDonald’s fight against José Bové and anti-american 3 profit warnings in Avian flu crisis a year sentiment Company value down 30% after US senators Crash of the Roissy cancelled the Sodexho T2E Airport terminal 2003 August US army contract during heatwave crisis the first days of the Iraq war 42
  43. 43. McDonalds Using 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 43
  44. 44. McDonalds Using a crisis to build a corporate image Implementation Corporate advertising campaign In restaurant marketing with Presence at the major educational posters French Agricultural Fair ‘Transparency days’ – behind the Corporate PR Product PR for new scenes at McDonald’s healthy eating range 44
  45. 45. Microsoft Windows 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 45
  46. 46. Microsoft Windows Vista Results _ 281 media impressions, with 45 TV mentions, 66 radio mentions, 70 press articles and 100 online articles 46
  47. 47. Corporate Global Brand Strategy Building the Reputation Accompany the M&A Turning the French of the Leader of Nuclear and the Creation of Electricity Institution into Energy BNP Paribas a Global Energy Brand 47
  48. 48. Corporate Global Brand Strategy Airbus 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 48
  49. 49. Corporate Global Brand Strategy Airbus Implementation Unified global brand and new Unified Publishing across Corporate advertising corporate guidelines corporate, consumer and campaign technical The launch of the A380 Ongoing press Internal employee the biggest aircraft in history management communication 49
  50. 50. Euro RSCG Worldwide PR Individual Office Snapshots 50
  51. 51. Abernathy MacGregor Highlights Source: 2008 Full Year M&A Review 51
  52. 52. Euro RSCG C&O Financial Communication Highlights IPO Hostile IPO IPO IPO acquisition of IPO and delisting Sanef IPO Acquisition of Merger Caisse BNL (Italy) Acquisition Acquisition Merger of Epargne / Acquisition Orascom Media & Alcatel Lucent Banque Beni Stabili Populaire Broadcast Friendly take Acquisitions over of Acquisition VUP + Geodis Merger Acquisition Share price NYSE / BNL Italie Warner Foncia remaining Publishing guarantee Euronext Shares 52
  53. 53. The Maitland Consultancy Highlights 53
  54. 54. Thank you 54
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