The credentials of the Communications Agency Future Perfect

1. an introduction to THE COMMUNICATIONS AGENCY THAT DOES CREATIVE ADVERTISING BRAND & COMMUNICATION STRATEGY

3. We work with you to define the most effective way to achieve your desired short term and long term business goals

5. Radio ads

6. Print ads

7. Internet campaigns

8. Adaptations

9. Brand Strategy

10. Communication Strategy

11. Insight Mining

13. THE PEOPLE John Mark Fitzpatrick Client Service Director Victor Sokolov Creative Director Masha Filonova Strategic Planning Director

14. John Mark Fitzpatrick AGENCIES: BBDO Moscow BRANDS: Procter & Gamble Gillette shaving systems and shave care categories P&G corporate communications Multi-brand communication initiatives (Wella, Head & Shoulders, Pantene, Herbal Essences) McDonald’s CSKA Football club Moleskine

16. Hubba-Bubba

17. Juicy FruitMcDonald’s Beeline Mercedes Pepsi Calve

18. Masha Filonova AGENCIES: BBDO Moscow, BBDO Branding, StarcomMediaVest Group Russia BRANDS: Procter & Gamble (Gillette shaving systems and shave care categories) Nike McDonald’s Unilever (Ice-cream business in Russia) PeptidBio (Pharma industry goods) AzbukaVkusa (Premium supermarket) Mars ( Gourmania ready-to-heat soups) Coca-Cola MTS

19. Client Services Account Management from start to finish A point of contact to consult, advise and answer any questions A person to manage and maximize your desired budget Agreement drafting and Invoicing Regular status and progress reports and presentations Strategy presentations for approval Creative presentations for approval Weekly Status reports detailing progress with Creative, Strategic and Financial issues Detailed Timelines and Cost Estimation Timelines that define key milestones, meetings and deadlines Cost estimation of all tasks assigned to the agency Consultation Brand Strategy specialist at your disposal to advise on all areas of advertising development Research Market Analysis Expertise Communications specialist to design, manage and supervise research projects Selection of suitable research agencies depending on research project specifics Selection of quality and cost efficient production companies Access to the finest Russian and international production companies Production management to ensure that costs remain within budget Quality control and supervision of production process Close management of production of advertising materials to ensure client and agency requirements are met. Supervision of production to assure a quality product Timely delivery of advertising materials Advertising materials delivered to your media partners /outlets and production partners according to predefined deadlines

20. PORTFOLIO

21. CLIENT: MCDonalds TASK: Involve children and their families online in an interactive way with the new Ice Age / McDonalds co promotion. BACKGROUND: Lollypop making toys were included in Happy Meals CREATIVE DECISION: We constructed a competition that encouraged kids to make their own flavoured lollypops. Winners were displayed on the site.

22. CLIENT: McDonalds

23. CLIENT: McDonalds

24. CLIENT: Harakiri TASK: Create and Announce Promo to increase volume of delivery orders BACKGROUND: Harakiri Sushi delivery had a reputation for always arriving later CREATIVE DECISION: Promo: On time or for free Dramatize the conflicting emotions that you now feel depending on whether your delivery is on time or late.

25. Anton is irritated by the 3 minute hold up with his order. On time or for free. CLIENT: Harakiri

26. Tanya is glad that they delivered her sushi on time. On time or for free. CLIENT: Harakiri

27. CLIENT: Harakiri TASK: Announce new Spring menu CREATIVE DECISION: Dramatize the creativity that went into creating the new menu

28. CLIENT: Harakiri

29. CLIENT: Harakiri

30. CLIENT: Harakiri

31. CLIENT: Harakiri

32. CAMPAIGNS WE ARE PROUD OF FROM OUR PERSONAL PORTFOLIOS

33. CLIENT: Kreditmart TASK: Communicate that KreditMart provides etremely low mortgage rates. CREATIVE DECISION: Dramatisation of the low percent on mortgage credit through the envy of the neighbours

34. “Don’t tell your neighbours how good your mortgage terms are!”. CLIENT: Kreditmart

35. “Don’t tell your neighbours how good your mortgage terms are!”. CLIENT: Kreditmart

36. “Don’t tell your neighbours how good your mortgage terms are!”. CLIENT: Kreditmart

37. “Don’t tell your neighbours how good your mortgage terms are!”. CLIENT: Kreditmart

38. CLIENT: Mercedes Benz TASK: Increase sales of the CL 500 with the 4- matic drive system. CREATIVE DECISION: Dramatisation of the pleasure you get from driving the CL 500 in any season through the metaphor of music.

39. “A masterpiece at any time of the year” CLIENT: Mercedes Benz

40. “A masterpiece at any time of the year” CLIENT: Mercedes Benz

41. CLIENT: Mercedes Benz TASK: Increase sales of the ML 320 CDI with a diesel engine, CREATIVE DECISION: Dramatisation of the economy of petrol use by showing that people manae to forget how to fill up on petrol because you have to do it so

42. Refuel once every 1000km Petrol goes here! CLIENT: Mercedes Benz

43. Refuel once every 1000km Other side for the petrol tank! CLIENT: Mercedes Benz

44. Refuel once every 1000km The Petrol tank is on the right! CLIENT: Mercedes Benz

45. CLIENT: Mercedes Benz TASK: Increase sales of the the ML 63 AMG CREATIVE DECISION: Dramatise the high speed characteristics of the car by proving it

46. ML 63 AMG. Meaning in speed. Sitting behind the wheel of any other car you will easily manage to read this long and meaningless sentence. CLIENT: Mercedes Benz

47. CLIENT: Tervolina Shoes TASK: Create a premium and special image for Tervolina shoes compared to other shoes in the middle price range CREATIVE DECISION: Comparison of shoes from Tervolina not with other shoes but with the world around

48. CLIENT: Tervolina

49. CLIENT: Tervolina

50. CLIENT: Tervolina Shoes TASK: Create a premium and special image for Tervolina shoes compared to other shoes in the middle price range CREATIVE DECISION: Using the concept of ‘getting in to important establishments’ to promote the high status of Tervolina shoes

51. CLIENT: Tervolina

52. CLIENT: Tervolina

53. CLIENT: Tervolina

54. CAMPAIGN RESULTS Both print campaigns were published in ‘Luezer’s Archive’ in 2009

55. CLIENT: Beeline mobile operator TASK: Announce and initiate the purchase of a special present from Beeline – A mobile telephone with a Beeline interface. CREATIVE DECISION: Dramatisation of the thanks you will get in return for giving someone this present. Print ad published in Playboy next to a full page spread of a girl.

56. This is an decent and upstanding magazine so we are simply unable to show how thankful she would be for this present. CLIENT: Beeline

57. CLIENT: GE Money Bank TASK: Communicate that it is possible to obtain unusually high amounts of credit CREATIVE DECISION: Dramatisation of the physical size of the credit

58. The scale of your repairs is in your hands! CLIENT: GE Money Bank

59. The scale of your holiday is in your hands! CLIENT: GE Money Bank

60. The scale of your shopping is in your hands! CLIENT: GE Money Bank

61. CLIENT: GE Money Bank TASK: Attract young specialists to work at GE Money Bank CREATIVE DECISION: Commencement of the candidates test with the advertising

62. Think brightly, act bravely, improve yourself Correct the equation so that both sides are equal by moving only 1 match. CLIENT: GE Money Bank

63. Think brightly, act bravely, improve yourself How many cubes are there? CLIENT: GE Money Bank

64. CLIENT: Gold Standard Ice Cream TASK: Encourage consumers to buy Golden Standard Ice cream CREATIVE DECISION: Demonstation of the unbelievably high quality of the ice cream through stereotypical Russian situations and their heroes.

65. The Golden Standard of Mothers in law. CLIENT: ZolotoyStandart

66. The Golden Standard of neighbours. CLIENT: ZolotoyStandart

67. CLIENT: AzbukaVkusa premium supermarkets TASK: Encourage people to shop at AzbukaVkusa STRATEGY: Bring the consumers attention to the unique delicatessen that you can find only in AzbukaVkusa. CREATIVE DECISION: Dramatisation of the uniqueness of the food through national proverbs and sayings from the country of origin of the food.

68. “If one must have vitamins every day, then let it be from steak.” Argentinian saying. CLIENT: AzbukaVkusa

69. “There is one think wrong with Italian food: within 5 or 6 days you are hungry again.” Italian saying. CLIENT: AzbukaVkusa

70. “Stay off deserts for 14 days and you lose 2 weeks of a life lived to the full.” Austrian saying. CLIENT: AzbukaVkusa

71. CLIENT: Gillette TASK: Increase the frequency with which Gillette razor users change the blade on their razor STRATEGY: To get men to relate to the problem of changing the blade with interest and attention. CREATIVE DECISION: Use the accuracy and timeliness needed in motor racing to communicate the importance of changing the blade on time.

72. CLIENT: Gillette

73. CLIENT: P&G Multibrand initiative TASK: Stimulate trial of 5 hair care brands from P&G with one campaign STRATEGY: To unite the various brands under one product benefit – shine. CREATIVE DECISION: Dramatisation of the preparation time for girls before they go out whatever their hair product.

74. The new trend of the season. SHINE. Life is catwalk. Transform and go out. CLIENT: P&G MBCI

75. CLIENT: P&G MBCI

76. CLIENT: P&G MBCI

77. THANK YOU