Daniel J. Edelman founded Edelman on October 1, 1952, in Chicago. His values and vision have led the firm through its 58 years of operation. Geographically, Edelman expanded in the United States throughout the 1960s and opened its first international office in London in 1968. Continued expansion throughout the next three decades saw Edelman move into Canada in 1972, Asia in 1984, Australia in 1987, Latin America in 1994, and the Middle East in 2008. Today, Edelman has 53 wholly-owned offices, is the world's largest independent public relations firm and is among the top three overall.The GOOD PURPOSE study is Edelman’s annual global research that explores consumer attitudes around social purpose, including their commitment to specific social issues and their expectations of brands and corporations. The survey was conducted in 13 countries among more than 7,000 adults. It is the only global study of its kind.
Edelman Health Barometer LATAM 2011
2011Edelman HealthLatin AmericaCAPABILITIES
Edelman is different#1 INDEPENDENT - FAMILY OWNED SINCE 1953 INNOVATIVE INDUSTRY AWARD DEFINING RESEARCH & IP WINNING PR AGENCY OF THE YEARFocused service of aboutique agency… TOP 10 AGENCY OF THE DECADEdepth and breadth ofknowledge and 2010‟S BEST PLACES TO WORKexperience of abig agency AGENCY OF THE DECADE 2010 AGENCY OF THE YEAR
Edelman – Trust Barometer 2010 Trust is now an essential line of business 2009 Business must partner with government to regain trust 2008 Young influencers have more trust in business 2007 Business more trusted than government and media 2006 “A person like me” emerges as credible spokesperson 2005 Trust shifts from “authorities” to peers 2004 U.S. companies in Europe suffer trust discount 2003 Earned media more credible than advertising 2002 Fall of the celebrity CEO 2001 Rising Influence of NGOs 3
Edelman – Health Barometer I am becoming more actively engaged in Health Issues 63% It‟s increasingly important that Companies and Organizations involved 70% in health engage with me It‟s increasingly important that Health Products and Services engage 75% with me
Ou pioneering approach Define Explore Strategiz Ideate Activat Evaluate Develop the Measure Determine the Begin to Navigate the e galvanizing idea e achievements Leverage that brings the Engage with against program client situation, Complexity. insights to strategy to life your publics objectives, and business Listen with develop and develop the by using any client’s desired landscape, and Intelligence to hypothesis and expression of or all of the outcomes. Refine communication understand the an overarching the idea through behaviors of and reshape s objectives communication approach to narrative, public program as based on s environment, meet desired engagement. client’s desired stakeholders creative needed. outcomes. and cultural outcomes. content, context; gain channel insights. planning and other tactics Industry Consumers’ Strategic Creative insights + knowledge + thinking + concepts = Pioneer Thinking and expertise 5
The Edelman global footprintGLOBAL REACH WITH LOCAL FOCUS EUROPE & NORTH AMERICA LATIN AMERICA THE MIDDLE EAST ASIA PACIFIC Edelman Offices Edelman Offices Edelman Offices Edelman OfficesAtlanta Portland Buenos Aires São Paulo Abu Dhabi London Bangalore New DelhiAustin Sacramento Mexico City Rio de Janeiro Amsterdam Madrid Beijing SeoulChicago San Francisco Miami Barcelona Milan Guangzhou ShanghaiDallas Seattle Berlin Moscow Hong Kong ShenzhenHouston Silicon Valley Edelman Affiliates Brussels Munich Jakarta SingaporeLos Angeles Toronto Dublin Paris Kuala Lumpur Sydney Chile EcuadorMiami Vancouver Frankfurt Rome Melbourne Taipei Colombia GuatemalaMontreal Washington, D.C . Hamburg Stockholm Mumbai Tokyo Costa Rica PeruNew York Edelman Affiliates Warsaw Edelman Affiliates Dominican Rep Puerto RicoOrlando Uruguay Athens Lysaker Adelaide Manila Venezuela Bratislava Prague Bangkok Nanjing Bucharest Reykjavik Brisbane Perth Budapest Riga Chengdu Wuhan Copenhagen Sofia Dalian Wellington Helsinki Tallinn Doha Istanbul Tel Aviv Johannesburg Vienna Lagos Vilnius Lisbon Zurich
The Edelman Latin America footprint Gail Becker Chair, Canada, Latin America and Miami/ Regional Western Region, US Harold Hamana, Senior Vice President Latin America/Regional Practice Lead, Health Silvina Szelepski, Director, Health Mexico Tim Scerba, General Manager Senen Marin, Director, HealthFast Facts:300+ employees5 officesQuality Program20+ years in the region Brazil Yacoff Sarkovas, CEO, Brazil Leticia Lyra, Deputy General ManagerAffiliates: Practices: Carolina Lobo, Manager, Health• Chile • Brand Experience• Colombia • Consumer• Ecuador • Corporate• Paraguay • Digital• Peru • Health Argentina• Uruguay • Public Affairs Allan McCrea-Steele, General Manager• Venezuela • Technology Carolyn Santillan, Director, Health• Central America
Edelman Argentina #5 8 45 + 14 Years in the International PR Business Units Employees country agencySome of our partners 8
Edelman Brazil #1 10 130 + 14 Years in the International PR Business Units Employees country agencySome of our partners 9
Edelman Mexico #1 6 63 + 16 Years in the International PR Business Units Employees country agencySome of our partners 10
Edelman Miami/ Latin America Regional 4 12 11 hub Business units Bilingual employees Years in the marketSome of our partners 11
Edelman practices Consumer Health TechnologyPublic Affairs Corporate Digital Affairs 12
Our experience encompasses all of the health arena Rx & OTC medicines Corporate & Institutional Digital Affairs health Medical Advocacy & devices and stakeholder equipment Health communications Specialties Pre, launch and Food & post-launch Nutrition communications Bioscience Health Media Communicati ons 13
Edelman services in biotech communications •KOL development & medical •Employee education and education engagement strategies to •Patients, payer and provider understand companies„ communications strategic investment in •Clinical data communications biotech (marketing, – efficacy & value management, sales force, call center) Brand Employee Communications Education Stakeholder and Market Shaping Influencers for Product Outreach Uptake •Stakeholder mapping, •PA & PR online/offline engagement and education strategies to shape about biotech public health and policy •Advocacy campaigns •Disease awareness and development issues campaigns 14
Digital health servicesINTERNAL Internal Blogs Workshop External Blogs Intranet Podcasts Social Media Intranet Social Network for employees Internal Audit Wikis Digital Spokesperson Mobile communication Internal Manual Establish Online Generate Content Involve influencers Empower the Presence communityEXTERNAL Events External Audit Podcasts Relationship with bloggers Social Networking Web Site Vídeos Webinars Allies Publicity Games Alliances Mobile Campaigns Online Media Widgets Sponsorships Content ONLINE MONITORING & RESEARH
Edelman is different because of Our ability to navigate an evolving environment Our understanding of trust – how it is earned and protected Our leadership in engagement in health and beyond Our commitment to Good Purpose for business Our integrated family of professionals Our proven ability to drive client objectives – seamlessly Our Engagement Framework, tools and resources 16
Regional case study BHC – World Contraception Day – CSR experience BUSINESS CHALLENGE •Latin America shows a high rate of unintended teen pregnancies due to myths and lack of access to information and contraceptives by the younger generations. OBJECTIVES • To raise awareness and improve sexual and reproductive health education to prevent the high rates of teen pregnancy in Latin America • To improve awareness of contraception in Latin America to enable young people to make informed decisions on sexual and reproductive health and prevent unplanned teen pregnancy and sexual transmitted-diseases (STDs) • To position Bayer as a leader in women‟s health education among key stakeholders in Latin America STRATEGY •Secured partnership with MTV Latin America and the Pan American Health and Education Foundation to jointly execute a 360 campaign to reach out to right target audience through their preferred vehicles of communications. RESULTS •To date, about a thousand top-tier media placements in print, broadcast, online media outlets have been accomplished throughout the region, including: CNN in Spanish, NTN network, Glamour, Seventeen, Tu, MTV, etc. reaching out to millions of Latin Americans. •10 Latin American Bayer affiliates coordinate local activities, six out of which managed to turn September 26 as the official Unplanned Teen Pregnancy Prevention day. •Additionally, thousand of teenagers were reached through the different social media and digital platforms as well as through the MTV capsules, call-to-action spots and on-air show.
Brazil case study The global fight against tuberculosis – Event organization BUSINESS CHALLENGE • Organize an impactful participation for Lilly in the World Tuberculosis Forum, promoted by the STOP TB Partnership, an arm of the World Health Organization (WHO) dedicated to combating tuberculosis globally. OBJECTIVES • Give visibility to Lilly in the forum, held in Brazil for the first time in 2009. • Position the company as a leading world player against tuberculosis. STRATEGY • Organized a roundtable with the participation of several key opinion leaders, including the United Nations special envoy in the fight against tuberculosis, top physicians, officials of the Brazilian Ministry of Health and advocacy groups leaders. Edelman also developed all the marketing materials to announce the roundtable, engaged the forum participants to attend the roundtable and conducted media outreach, inviting journalists to cover the event. RESULTS • Secured high attendance to the roundtable, gathering more than a hundred people. • Generated awareness about Lilly‟s initiatives to combat tuberculosis. • Generated media coverage on national media outlets.
Brazil case study Awareness about depression and pain - Media relations BUSINESS CHALLENGE • The diagnosis of depression is not always easy. It becomes very difficult when the main symptom presented by the patient is pain. As a result, a lot of people with painful symptoms will not be relieved unless their depression is detected and treated properly. OBJECTIVES • Raise awareness of the link between pain and depression • Encourage people to detect depression STRATEGY • Took advantage of Dr. Stephen Stahl‟s (a global KOL on depression) visit to Brazil and arranged an exclusive interview with Veja, Brazilian top weekly magazine. Prior to the interview, Edelman provided the journalist with comprehensive information and background on depression and developed a compelling pitch letter. The journalist understood the relevance of the issue and accepted the suggestion to interview Dr. Stephen Stahl personally. RESULTS • A two-pages story published in Veja, the top weekly magazine in Brazil, reaching around 5 million people. • Strengthened the relationship between Lilly and Veja magazine. • Leveraged Dr. Stahl‟s visibility, securing a very positive media coverage in a very prestigious outlet.
Regional/Mexico case study PAHEF-EDELMAN – Leading the biotech debate BUSINESS CHALLENGE To shape the biotech regulatory framework discussions in Mexico to gain prefer market access to innovative biotechnological medicines OBJECTIVE To educate physicians and patients about safe biotech medicines. STRATEGY Edelman Latin America designed a campaign umbrella called “The Safe Biotech Initiative” educational program (or Biotecnologicos Seguros in Spanish) in partnership with the Pan American Health and Education Foundation to serve as an umbrella reputable platform to create the Mexican Biotech Council to educate key stakeholders about biotech medicines and the introduction of the regulation and its potential impact on their health and their access to safe biotech medicines. RESULTS •To date, the Mexican Biotech Council has worked with the Mexican regulatory authorities to provide their recommendations on the current draft of legislation. Additionally, drawing upon their technical expertise, the advisory board also has produced four educational papers intended for patients and other four for educating general medical practitioners. •Several educational workshops and meetings with hospitals, key medical societies and patients groups in the areas of oncology, rheumatology, endocrinology, diabetes, cystic fibrosis, transplants have taken place. •Also, Edelman led three media workshops on the topics that have resulted in several media placements in Mexican top-tier print, broadcast and online outlets. 21
Mexico case study MSD - Changing the concept SEROPOSITIVE into "Be Positive" BUSINESS CHALLENGE Social stigma against HIV/AIDs patients. OBJECTIVE To change the concept: SEROPOSITIVE into BE POSITIVE. STRATEGY •Give a human face to HIV/AIDS and raise awareness about the disease under the "OK" hand signal. •Build alliances with NGO‟s, specialists, celebrities and activists to join the campaign and serve as ambassadors. RESULTS • “Ser Positivo” campaign won the MSD Best Practice Around the World 2010 • 21 PhDs, three NGOs, 23 media outlets and nine celebrities joined the Campaign. • Ten Billboards were located in Mexico City, Guadalajara, Monterrey and Veracruz 22
Argentina case study Buenos Aires Opening BUSINESS CHALLENGE • Develop communication tools from a local relevance • Create a consistent pre-engagement program to outreach key stakeholders • Organize high-impact marketing & PR events to introduce the new Medtronic facilities in Buenos Aires OBJECTIVES • Supporting the leadership positioning of Medtronic in Argentina and the Region • Establish Medtronic as a leader in the medical industry • Present Medtronic new offices and training center STRATEGY • Strengthen the relationship between Medtronic and its stakeholders • Alleviating Pain – Restoring Health – Extending Life RESULTS • 6 exclusive interviews • 100% impact on target media • 230% of ROI • $75.000 of Ad equivalence and 300.000 impressions
Argentina case study SOLACI – CACI CONGRESS 2010 BUSINESS CHALLENGE • Coordinate the press office during the Congress. • Work on a new experience in local events: the SOLACI Congress Newspaper “SOLACI DAILY” OBJECTIVES • Raise awareness, through media outreach, about the importance of the treatment and control of the cardiologic diseases • Promote the SOLACI – CACI Congress 2010 • Develop the SOLACI DAILY 1st edition STRATEGY • Edelman developed a comprehensive communications strategy divided into 3 phases: pre- congress, congress and post-congress. RESULTS • 11 exclusive one-on-one interviews with the SOLACI Committee were coordinated to leverage the event and generate media coverage • 35 articles • 100% impact in target media, 100% of them mentioned SOLACI speakers • 95% mentioned the SOLACI – CACI Congress