1. “How do you win a match? Do a hundred things better than anyone else.”
—Unknown soccer coach

2. A creative agency built for
the social, digital, and
multicultural age.

3. Brands without borders. ™
Breakthrough ideas are born only within an innovative environment.
One agency, Many brands, Pan-Latin
all ethnic many markets, financial
markets. one agency. initiative.
First First global
Launched
multicultural Olympic
in China.
agency. Web site.
2000
2009
1996
1986
1975
2012
2011
TIMELINE
of milestones
from 1975
to PRESENT
1980
2012
2010
1992
2004
1998
2013
Global One brand. Helping Apple The art and Developed Millennials discover Mobile foodie
branding. One cohesive voice. go global. science of direct a marketing tool a “new” old brand. culture.
Fifteen different response turned for a new era. The second-largest
ethnic markets. into pop culture winery in the U.S. grows
branding. a new audience.

4. Let’s Make Things Happen.
Innovation occurs at the convergence of disciplines.

5. Our Process.
WORKSHOPS
SURVEYS
CLIENT INPUT
ONE-ON-ONES
IN-HOMES
PILOT EXPERIMENTS
4
LIDATE
SA
VA
X
ND
BO
BO
ND
X
SA
X SA
BO ND
COMPETITIVE LANDSCAPE SA
ND INSIGHT BO
X
BRAND EQUITY
IDENTIFYING THE WHO STRATEGIC/CREATIVE PLATFORM
SOCIAL LISTENING
ZE
RELEVANT TOUCHPOINTS (MEDIA PLAN)
CULTURAL CONSULTANTS
CK
VISUAL EXPLORATION
I
CR
TE G
CO-CULTURE MAPPING™ IN-CULTURE MESSAGING
EXPLORE
TRA
CONSUMER JOURNEY
7
EATE
3
ST R A
5
1
ANALYZE
EXPERIENCE INNOVATION
CULTURAL CHALLENGE SCREEN VENDORS
CULTURAL CODES
X
PRODUCE TACTICS
BO
ND
CULTURAL SYMBOLS SHIP PRODUCTS
NT
SA
REAL HUMAN UNMET NEEDS 2 6 QUALITY CONTROL
BEHAVIOR VS THINKING A N ALY ZE O
X I M PLE ME CULTURAL CHECKS
SA B SA
D N
N N DB
D
BO SA O
X X
HYPOTHESIS DEVELOPMENT TRACK
PROTOTYPING DATA GATHERING AND DISTILLING
IN-LANGUAGE EXPLORATION R.O.I.
IN-CULTURE SOLUTIONS PROFITABILITY
INSIGHT SANDBOX: A MULTIDISCIPLINE AND
DRIVEN MULTICULTURAL TEAM DEDICATED
TO CONSTANTLY IMPROVE EVERY
STAGE OF THE INSIGHT DRIVEN
INNOVATION
INNOVATION PROCESS.

6. Culture: What Lies Beneath.
Page through a culture, and you discover there’s much
more than you thought.
Culture is the sum of who and what we are—our
values, beliefs, habits, passions, behaviors—all the
details of our interior and exterior lives that connect
us to tradition, origins and one another.
Today, we find ourselves being defined less as a
single culture than as the expression of a host of
cross-cultural influences. We use the phrase “co-
cultures” to describe this trend—that is, the existence
of several cultures, side by side, neighborhood to
neighborhood, rubbing off on one another.
We study intensively the intertwining of co-cultures.
These cultural cross-currents demand fresh ways
to embrace multicultural markets. They impact the
creation of advertising and other brand content.
They often require more nuanced approaches,
because the face of the cultural landscape is
changing, often before our very eyes.
The ultimate goal of the co-cultures approach
is to decode patterns that drive behavior
and consumption.

7. Tools that Make Things Happen.
“ ata is the new oil – it is only useful when refined.”
D —Ann Winblad
LANGUAGE TM
mindWORKS ™
MANAGEMENT
For over three decades, we have been We explore the nuances of cultures by Our internal think tank promotes creativity
creating, adapting and translating advertising immersing ourselves in those cultures at a across the entire agency. We share cross-
in scores of languages. Our objective is granular level. We sample food, listen to music, disciplinary knowledge and examine trending
not only to provide clients with a clear and debate trends and invite people—worldwide—to topics in culture, design, advertising and
consistent brand voice, but a voice that fits share, in our offices, what it means to be part digital life. These lively gatherings tap into
the multicultural consumer community. of their culture. Beyond ethnic and geographic our collective creativity and often lead to
aspects, we probe generational cultures to breakthrough innovation.
This voice is brought to life by in-house, grasp what makes today’s consumers .
certified American Translators Association different from yesterday’s.
professionals working side-by-side with a
creative team to design a consistent and
unique tone for the brand. Beyond that, we
strive to bring client management into the
process as deeply as they desire—to assure
their total comfort and understanding of
brand content.
For an institution like U.S. Bank, where legal
accuracy is an imperative, several layers
of monitoring protect the integrity and
consistency of advertising content.
LANGUAGE
MANAGEMENT

8. Social Marketing.
It’s about being where it works for you.
Our Services.
Strategic Consultancy Social Media Ads
• We can help you (really) understand Social Media. • Social Media campaign strategy/planning.
• Align your Social Media strategy with your
marketing plan. Customized Measurement
• Reach and talk to new markets. • Results are everything.
• IOR (Impact of Relationship).
Community Management
• Moderating, monitoring, and interaction. Customer Care
• Conversations with bloggers and PR campaigns. • Specialized Customer Care and
Crisis Management.
Content Curation
• Copy.
• Custom graphic design.
• Video.
• Live-Tweeting.
• Podcasts.
• Apps/Tabs.

9. Our team is as diverse as
our markets, our work
as original as our accents.

10. Insight is Everything.
Finding commonalities between cultures.
Challenge:
The cultural sensitivities toward
scent are different throughout Asia.
Opportunity:
Deliver unique and culturally
relevant shopper materials while
maintaining a brand essence that is
well known around the world.
Solution:
Through cultural audits and cultural
decoding, we identified a common
visual: clean scent and freshness
coming through an open window.
We were able to address any specific
cultural nuances at a linguistic level and
across the different consumer groups *Samples of additional initiatives across 8 different markets
to build a cohesive marketing campaign.
Results:
For Costco, the marketing support
drove up to 120% growth during
the promotional period. Due to an
exponential increase in sales, Costco
committed to incremental SKUs.

11. Banking for Minorities.
Understanding different multicultural consumer codes to
overcome banking stigmas.
Challenge:
Grow USB’s share of
Certificates of Deposit (CDs)
in Northern and Southern California,
where savings is not always top-of-mind.
Opportunity:
CD rates change weekly, which is
part of the appeal to consumers.
Solution:
By tapping into the tech-savvy and
gadget-oriented lifestyle of Californians,
we placed QR codes on all bus-shelters,
wild postings, and print materials. The QR
codes led them to a landing page developed
specifically to communicate that day’s
special rate–in 8 different languages.
Results:
USB far exceeded the goal of growing its share of
CD deposits in California by 10%, achieving instead
a 67% growth of CD account openings in California
during the first 2 weeks of the campaign launch.

12. Rejuvenating an Industry Leader.
Applying our strategic thinking to maximize ROI.
Challenge:
The wine industry’s growth drivers, Millennials, perceived
Kendall-Jackson as outdated and irrelevant to their lifestyle.
Opportunity:
90% of Millennials can’t make a qualified decision when
choosing a wine, so they rely on friends for advice.
Solution:
We developed a platform around the consumer and
their friends. A completely new experience
supported by an iPhone app, social media,
and Shopper Marketing where consumers
could recommend Kendall-Jackson
to their friends, anytime, anywhere.
Results:
Surpassed sales increase projections from 6% to 10%.
3-month app download projection reached
in the 1st month. Ranked #4 in the App Store’s
‘Food Drink’ category. Helped grow a social media
community to more than 100K K-J wine lovers.

13. Thinking differently.
Taking a stand for entertainment..
Challenge:
To make Optimum Triple Play’s offer of
“TV, Internet, and phone” stand out
from a sea of sameness.
Opportunity:
Hispanics are tech-savvy and always
up to date with technology and trends
in communication platforms.
Solution:
Created the first 3D DRTV commercial and
first 3D website to engage with the
Hispanic consumer in the Tri-State area.
Results:
We experienced a 50% increase in
phone calls and a 16% increase in
subscriptions during a 12-month period.

14. A Social Movement.
Creatively honoring Hispanic Heritage Month in NYC.
Challenge:
.The city of New York is 40% Hispanic but
their identity is hardly publicly recognized
by the City transportation system.
Opportunity:
To use the symbols that already belong
to the city’s personality as a way to
recognize the Hispanic population.
Solution:
Rename the N subway line as the
“Ñ Line” during Hispanic Heritage Month
(Sep. 15 - Oct. 15).
Results:
Ongoing initiative.

15. Age of Participation.
The age of participation is defined by affiliation
because consumers connect to brands based on
shared interests and not just shared culture.
New cultures are formed by lifestyle choices,
opening unique marketing opportunities.
U.S. Hispanic
The “De México, now here” idea General Market (G.M.)
b
rings home results for the Millennial
largest packaged goods America’s second-largest winery
brand in the world. wasn’t aging well. Millennials saw
it as their “parent’s wine.” So we
Asia asked friends to share a glass of K-J.
China, Japan, Hong Kong We even created a wine app for the
and Korea have one thing mobile generation.
in common: GlobalWorks.
U.S. Hispanic Latin America
Our campaign made it easy We are rebranding Pro Mujer,
for Latinos to save, and a Latin American organization
more than 100,000 focused on helping women unlock
accounts were opened. their potential to cut poverty and
build better lives for themselves,
G.M. California their families and communities.
The campaign was so Pro Mujer serves more than a
successful that during the quarter-million women at 170
Great Recession, U.S. Bank centers in five countries.
attracted $100 million in new
deposits in the first two weeks.

16. Our Current Clients.

17. 47 DRINK
COFFEE
3,120 26 DRINK
TEA
59
59 Dishes made
MOST POPULAR NEIGHBORHOODS:
1. DUMBO 2. Flatiron 3. Hell’s Kitchen
4. East Village 5. Times Square
BAGELS SERVED AT 1 NONE for FAT TUESDAYS
FREE BREAKFAST FRIDAY 4 Mardi Gras • 23 Asian
9 Veggie • 23 Spanish
Number of crazy ideas
INFINITY 122 ETHNIC CULTURES
CLAIMED
Runners, Activists, Social Media, Gym, Pop Culture, Hipster,
CELEBRATIONS
15 Most popular song
sung at karaoke AVG. NUMBER
Artist, Poets, LGBT, Movie Buffs, Comic Books, Computers,
Nerdy, Trendy, Preppy, European, Environmental, etc.
a year! OF LANGUAGES
EMPIRE SPOKEN
STATE OF English • Spanish
Mandarin • French
MIND
By Jay-Z
YES vs NO
40 15 11
9
PASSPORTS
17 North America Different
10 Europe Squirrel
5 China
5 Latin America
Avatars
2 Africa
1 Australia
1 South America
COMMUTE
95
COMPUTER
1,085 MINS ONE WAY = 18HRS/per day
POWER CORDS
AT THE AGENCY
684 CLIENTS ACCUMULATED
226.25
ACCUMULATED
YEARS SPENT
IN ADVERTISING / 2,481 HOURS SPENT
AT THE OFFICE IN A WEEK
16 HOURS PER DAY 1,812BOOKS
READ A YEAR.
Government
Technology
Financial
178
154
138
6,312h Most popular category
Fiction • Business • Non-Fiction
Packaged Goods 94
SPENT TALKING Pharmaceutical 64
TO CONSUMERS
LA, Chicago, Lima, New York, Miami,
Tokyo, Buenos Aires, Sydney, Houston, Beauty 58
San Antonio, Orlando, Cincinnati, Mexico City.

18. fb.com/pendingapproval p_approval globalworks p_approval pendingapproval.posterous.com
“The best way to predict the future is to invent it.”
—Alan Kay. American computer scientist.

19. For further information, contact:
Iñaki Escudero
Creative and Strategy Director
iescudero@globalworks.com