Hanmer Ms&L Credentials April 2010


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Hanmer MS&L (former Hanmer & Partners) was founded in 1999, and over a period of years has established its reputation as one of the top multi-disciplinary communications firms in India, which has serviced and developed many prestigious clients. Our success story is attributed to our ‘desire to win’ attitude and also to our dedication and sincerity to work ethics and a unique approach in trying to understand the goals and objectives of our clients. In May 2008, the India operations team at Hanmer & Partners opted for a strategic merger with MS&L - one of the world's leading global communications firms. - www.hanmermsl.com

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Hanmer Ms&L Credentials April 2010

  1. 1. Hanmer MS&L Credentials & Capabilities April 2010
  2. 2. MS&L Global Overview  70 year history – founded in U.S. in 1938 - Rich history of communications innovation from creating Olympic sponsorships (1940s), to defense of corporate raiding (1950s), food/beverage nutrition communications (1970s), DTC healthcare communications (1990s), Digital communications (1990s-2000s), Environmental communications (2000s).  Today, MS&L is one of the world’s top global communications firms - 80 offices in 35 countries - More than 2,500 staff - Affiliate network reaching 40 additional countries - Top public relations agency in the Publicis Groupe - Represent Fortune 500 companies and leading organizations.  Recognized industry leader – More than 250 awards in last 4 years - 2007 Runner-Up – “Large PR Agency of the Year” - 2006 PRWeek – “PR Innovation of the Year” in Digital - 2006 & 2007 PRWeek – “Best Use of the Internet” - 2008 Corporate Responsibility Officer Magazine - #1 agency in Corporate Responsibility communications - 2008 PRWeek Asia Pacific – “Certificate of Excellence, Best Use of Digital” for Coca-Cola China - 2008 PRWeek Asia Pacific – “Certificate of Excellence, B2B Campaign of the Year” for UL China - 2008 Financial Agency of the year – Kekst & Company - 2008 – JKL Veckans Super Company - 2008 - MS&L Italia “Agenzia dell” - 2009 – Hanmer MS&L ‘India Agency of the Year’
  3. 3. Who we are, What we do As advisors, MS&L offers strategic counsel based on rock-solid judgment and extensive experience to help companies and brands engage key audiences and customers. In a constantly changing media landscape,we go beyond traditional choices and beyond expectations. As advocates, we aggressively represent the interests of our clients in both time-proven and creative ways. Advising and advocacy are core, traditional services of our industry, but digital media have created an opportunity for us to be, and also create, activists for our clients and their ideas. The effects of our activist communications in a digital age can be dramatic and powerful, helping us motivate influential audiences,and achieve lasting business success. Advisors. Advocates. Activists. It’s who we are, and what we do.
  4. 4. Our Commitment  At MS&L, we achieve success by fusing insight, research, knowledge, facts and new tools with innovation and creativity to provide our clients with new solutions and products that address their most complex business problems.  As advisors, we offer strategic counsel based on rock-solid judgment and extensive experience to help companies and brands engage key audiences and customers.  In a constantly changing media landscape, we go beyond traditional choices and beyond expectations. As advocates, we aggressively represent the interests of our clients in both time-proven and creative ways.  Advising and advocacy are core, traditional services of our industry, but digital media have created an opportunity for us to be, and also create, activists for our clients and their ideas.
  5. 5. Part of a leading Global Communications Network of Companies
  6. 6. MS&L Group. Flagship PR & Events Network MS&L Group is the flagship global brand for public relations, corporate and financial communication, events and social media within the Publicis Groupe. Specialized teams, operating Around the globe, contribute to a single MS&L Group offering that is customized to meet client needs.
  7. 7. The MS&L Global Network 80+ offices, 2,500+ staff
  8. 8. Leaders In Key Countries Best-in-Class Teams In the last year, numerous MS&L Group offices were named "agency of the year" in their respective regions and categories. 2008 Financial Agency of the Year Super company "Agenzia dell" Anno 2008" 2009 India Agency of the Year
  9. 9. MS&L Asia Leadership Team GLENN OSAKI JOSH SHAPIRO YVONNE KOH CINDY CHAN President of Asia, Asia Business Director & Regional Account Director Regional Account Director, Shanghai MS&L Digital Leader, & Southeast Asia Head, Hong Kong Beijing Singapore KIMINORI TAKEUCHI ERIC HESS SUNIL GAUTAM JAIDEEP SHERGILL Deputy Managing Director, Managing Director, Managing Director, Partner & Member MS&L Japan MS&L Japan Hanmer MS&L India Leadership Team, Tokyo Tokyo Mumbai Hanmer MS&L India ANGELA WAI HAKKYUN KIM Harriet Gaywood, Carol Wang, HR & Operations, Hong Managing Director, Shanghai Office Head, Beijing Office Head, Kong & Singapore MS&L Korea Shanghai Beijing Hong Kong Seoul
  10. 10. Top Asia Clients The MS&L Group team across Asia has experience with more than 500 clients across all industries. We specialize at helping multinational corporations and organizations position, promote and protect their brand and businesses in Asia’s diverse and changing cultures and marketplaces. Client since 2005 Client since 2005 Client since 2007 Asia regional corporate Asia regional corporate Corporate and B2B reputation program and reputation program programs across several consumer brand and consumer brand China, India and programs including oral programs Singapore and feminine care. Client since 2003 Client since 2003 Client since 2004 Regional and local Corporate Corporate and consumer market programs communications and focused programs, spanning corporate, consumer brand including social media in consumer, professional communications in Japan and China in 6 countries China Client since 2008 Client since 2005 Client since 2008 Corporate, employee, Corporate and Global corporate/issues consumer and consumer program, global client professional programs communications in support and local China at regional and local Japan and India programs level Client since 2004 Client since 2004 Client since 2008 Integrated Japan market Consumer brand and Corporate/B2B and program promoting corporate support in trade communications tourism Singapore and Korea in China and India
  11. 11. Asia Award Highlights MS&L Japan awarded the Hanmer MS&L India selected as 2009 Global PR Lion award for 2009 India PR agency Travel, Tourism & Leisure of the Year category for Yubari City, Japan by the Holmes Report MS&L Japan awarded Certificate Hanmer MS&L India awarded of Excellence for Asia Pacific Asia Pacific Campaign of the Healthcare Campaign of the Year for Product Brand Year in 2009 for sanofi-aventis’ Development in 2009 for Allegra LifeCell India MS&L China awarded Certificate MS&L China awarded of Excellence for Asia Pacific Certificate of Excellence for B2B Campaign of the Year in Asia Pacific “Best Use of Digital 2008 for UL China Communications” in 2009 for Coca-Cola China MS&L Hong Kong awarded #1 Hanmer MS&L India awarded #1 Asia Regional Non-Profit/NGO Asia Regional Travel & Tourism Award for Lions Clubs award for promoting the India International regional program Art Summit by The Holmes by The Holmes Report Report
  12. 12. MS&L Asia Network 15 MS&L offices and 23 affiliate network offices
  13. 13. Hanmer MS&L India Network • Jammu & Kashmir • Kerala Jammu Jammu Cochin - Trivandrum and Kashmir Srinagar • Tamilnadu • Punjab & Haryana Coimbatore Uttarakhand Chandigarh Punjab • Andhra Pradesh and Jalandhar Haryana Vijaywada Uttar Pradesh Ludhiana Visakhapatnam Rajasthan • Rajasthan • Orissa Bihar Jaipur Bhubaneshwar Udaipur Madhya Pradesh • Chhatisgarh Gujarat Jharkhand • Gujarat Raipur - Bilaspur Chattisgarh Vadodara Surat • Madhya Pradesh Orissa Bhopal - Gwalior - Indore Maharashtra • Maharashtra Nashik • Jharkhand Dhule Ranchi Andhra Pradesh Nandurbar • Bihar Goa Jalgaon Patna - Samastipur Kolhapur • Uttar Pradesh Satara Lucknow - Meerut Sangli Agra - Varanasi Tamil Nadu Akola • Uttarakhand Kerala Amarawati Dehradun • Goa Panaji
  14. 14. Hanmer MS&L Overview  Established operations in 1999 - 9 large offices in 8 key cities - 32 “reach” network of MS&L staff in additional 2nd and 3rd tier cities.  Mumbai is the India HQ of Hanmer | MS&L.  Full-service operations, including B2B, Consumer, Finance, Healthcare, Technology, Digital  Extensive work positioning, launching, promoting and protecting Indian and multinational corporations and brands in India.  A total staff of over 375 offering value added services in PR, Creative Services, Event Management and Digital communication.
  15. 15. Hanmer MS&L History  Hanmer MS&L (former Hanmer & Partners) was founded in 1999, and over a period of years has established its reputation as one of the top PR firms in India which has serviced and developed many a corporate identity. Our success story is attributed to our ‘desire to win’ attitude and also to our dedication and sincerity to work ethics and a unique approach in trying to understand the goals and objectives of our clients.  In May 2008, the India operations team at Hanmer & Partners opted for a strategic merger with MS & L - one of the world's leading global communications firms. We are officially now ‘Hanmer MS & L’ - a part of Publicis Groupe, which happens to be the fourth largest PR firm in the world. As a result of the merged entities 'Hanmer MS & L,' we are in an enviable position in providing our clients with a truly global outreach in the traditional media as well as the engaging and emerging digital domain.  As Hanmer MS&L, we are India's largest independent multi- disciplinary communications company offering 360 degree communications solutions to a prestigious clientele comprising over 150 top Indian conglomerates and MNCs.  The India Operations team is headed by Mr. Sunil Gautam and his core leadership team comprising of Mr. Jaideep Shergill
  16. 16. Hanmer MS&L India Expertise  Consumer insight  Pharmaceutical and research marketing PR  WOM/Influencer/Buzz  Health policy  Customer acquisition  Consumer health  Consumer marketing PR engagement/life-stages  Science writing Consumer  VIBE—Surround  Third-party activation Marketing the Target  Professional outreach  Multicultural marketing  Corporate positioning  Digital strategy Health Corporate/ & leadership equity  Media relations Care Public Affairs  Stakeholder  Media training communications CSR  Broadcast services  Environmental  Emerging media sustainability  Creative services  Issues & crisis  Entertainment management marketing Communications  Third-party alignment  Sponsorship Shared Services  Grass roots activation development &  Internal activation communications  Event production  Issues advertising  Measurement  Influencer marketing
  17. 17. Creative & Digital Services  Services offered - Communication and Creative Strategies - Brand Consulting - Research - Account Planning - Corporate Identity Programmes - Mainline and below-the-line Creatives - Ambient Media Creative - Packaging and POP designs - TVCs, Films, Radio Spots and Jingles Production - Print Production - Digital  Website Development  Social Media Strategies  Social Media Conversations  Online Reputation Management  Mobile Platform  E-Newsletters  E-mailers  E-brochures  Digital Catalogues  Multimedia Presentations.
  18. 18. Our Core areas of Expertise  Our team’s expertise encompasses a dynamic range of corporate services for organisations ranging from SMEs to corporate behemoths in various industry sectors:  Auto, Aviation, Engineering & Infrastructure  Consumer  Financial Services  Lifestyle & Hospitality  Healthcare  Media & Entertainment  IT & Telecom  Whether it is a product launch, brand repositioning, or a full blown crisis management scenario; we are always there to support you. As partners in progress, we leverage on our strengths to orchestrate effective communication campaign in a strategic, creative and timely manner thereby ensuring maximum mileage and goodwill for our clients.
  19. 19. Hanmer MS&L India Experience
  20. 20. Hanmer MS&L India Current Campaigns
  21. 21. LG Electronics - A ‘Viewty’ To A Kill SITUATION  LG Electronics Mobile Communications Company (LG) (www.lge.com) is a leading producer of UMTS (WCDMA), CDMA and GSM handsets. LG began as a late entrant in the GSM segment in India; therefore it was an uphill task to get consumers to embrace the brand which was dominated by Nokia the current market leader; besides, draw their attention from newly launched phones especially the iPhone which was making news worldwide.  To position LG Viewty (KU990) mobile phone as a state-of-the-art mobile device and further highlight it as a lifestyle brand rather than just an innovative gizmo. STRATEGY  Position the LG Viewty as a top-of-the-line smart phone with style, an iPhone alternative.  USP was proposed - “LG Viewty – the iPhone killer”, a state-of-art multi functional mobile device which highlighted its innovative features.  Create and leverage a brand ambassador that would influence target consumer audiences.  Throughout the launch, the goal was to incorporate LG Mobile's brand promise of ‘Life is Good’ as an underlying aspect to the new LG Viewty brand. PROGRAM  Pitched story ides to key reporters across media.  Sent brochure/press kit to key technology publications and lifestyle magazines.  Organised an Asia press tour to ‘Viewty’ launch in Macau for media.  Bollywood celebrity Deepika Padukone was chosen as Brand Ambassador. RESULTS  LG Viewty received an overwhelming response in excess of 200 stories and an equally positive feedback across all media. LG Viewty became a rage in the country and enquiries were pouring in for the LG GSM team.  Prominent coverage in NDTV, Zee Business,T3 ,Hindustan Times, My Mobile, Financial Express, Economic Times from Asia launch in Macau.  Sales of phones significantly exceeded forecasted target of 500,000, setting several internal records. (Specific figure confidential).
  22. 22. LG Electronics Media Coverage Highlights
  23. 23. General Motors – A ‘Spark’ling Debut SITUATION  General Motors India is a wholly owned subsidiary of General Motors Corporation, which offers products under the Chevrolet brand in the country. GM India was way down the pecking order in terms of media share of voice because of: Low market share, Small product line up, Capacity constraint, Lack of products in the fast selling B&C categories, and also due to the phase out of the once popular Opel brand.  The idea was to plan a media blitz that would last the entire year and keep GM India in the news on a continuous basis riding on the intended launch of its products and capacity augmentation plans, which in turn would leverage sales for their new car to be launched Chevrolet Spark. STRATEGY  A major campaign was launched for media interaction with prominent newspapers and magazines.  Niche magazines on motoring such as Business Standard motoring, BBC Road Show, Top Gear etc. were chosen.  From the Television angle, NDTV, CNBC, TIMES NOW were invited. PROGRAM  In the pre-launch stage, Global Chief of GM Corp. Mr. Rick Wagoner was brought to India to launch Chevrolet Spark. This created a buzz amongst the media and a photo opportunity.  The first phase of the Spark launch juggernaut rolled on during April – May 2007 covering major cities in the Eastern and Western region of the nation. During mid 2007, GM India stepped into the diesel sedan segment by launching the Chevrolet Optra Magnum. Clubbed with the Magnum launch, the second phase of Chevrolet Spark launch juggernaut rolled on across the Northern and Southern region. RESULTS  Ever since its launch, the Spark has received rave reviews from auto experts and consumers alike for its class-leading fuel efficiency, passenger comfort and refined performance making it the most desirable vehicle in India today.  In 2007, GM India experienced record annual growth of 68 per cent on sales of 60,032 vehicles. This was well above overall industry growth of about 14 per cent.
  24. 24. General Motors Media Coverage Highlights
  25. 25. CNBC-TV 18 – Leading The Pack SITUATION  CNBC is India’s No.1 Business news channel. The channel's benchmark coverage extends from corporate news, financial markets coverage, expert perspective on investing and management to industry verticals and beyond.  There were other channels in the market in the same category and the challenge was to differentiate CNBC-TV18 from the clutter of other news channels.  To increase brand recall of CNBC-TV18 and to create awareness of its new consumer channel CNBC AWAAZ and the other ventures such as - SAW, moneycontrol.com, etc. STRATEGY  Showcased Corporate & Financials of CNBC-TV18.  Profiling spokespersons and anchors of CNBC-TV18 and the unique non market based shows.  Highlight major marketing events of CNBC-TV18. PROGRAM  Initiated coverage of their various shows such as Storyboard, India business hour, Face of the nation etc. in leading newspapers and magazines.  Highlight the other channels in the bouquet of TV 18, thereby leveraging its qualitative advantage in terms of reach and the cost effective ROI on advertisements. RESULTS  Established CNBC-TV18 as the leading business news channel in India– the only credible source of business information amongst the target audiences comprising of corporate, investors, analysts, media etc.  CNBC-TV18 leading in TAM Ratings.
  26. 26. CNBC-TV 18 Media Coverage Highlights
  27. 27. Sony Pictures (India) – Casino Royale SITUATION  Sony Pictures India is one of the global divisions of Sony Pictures Entertainment, the world wide leader in the television and film production/distribution industry. In India they were going to launch the Bond movie ‘Casino Royale’ and they needed good publicity to justify the worldwide franchise of the Bond lineage.  Though Bond is known worldwide and has a mass appeal, this time around the actor playing Bond was new and there had been a lot of negative publicity around him. The distributors did not want to take a chance on this aspect and therefore were looking for a grand opening which is fit for any Bond movie. STRATEGY  Create curiosity about the movie to draw millions to the box office.  To create hype around Casino Royale and the new Bond – Daniel Craig.  Generate awareness about the legend that began with ‘Casino Royale’ - the novel in which James Bond earned his 007 title. The progression from a dutiful secret agent into an all round hero with the ‘Licence to Kill’. PROGRAM  Started a teaser campaign and later on placed stories and articles of Bond in various newspapers and magazines, which highlighted the various aspects of the Bond persona such as ‘Look & Style’ of Bond, Bond’s favourite drink-The Martini, Hi-tech gadgets et al. in short the Bond quotient which generated enormous publicity for the Bond franchise. RESULTS  Sony Pictures India release for "Casino Royale“ by far had the biggest opening for any Hollywood movie.  The movie grossed Rs 15 Cr over the 3 day weekend. Besides, the high profile campaign helped in every possible way to counteract any negativity/hate campaign the actor had for the lead role.
  28. 28. Sony Pictures Coverage Highlights
  29. 29. STAR ONE Digital Activities Situational Analysis Recommendations & Solutions  STAR ONE targets next generation of Hindi  Create pages, groups and even profiles for key stars/ celebs that entertainment with an innovative, diverse mix of are branded STAR One and allow online users to join and share programming across a range of entertainment genres – their passion for the show action / thrillers, comedy, drama, youth, game / format shows like :  Create a Star One YouTube Channel to post videos like promos, behind the scenes clips, exclusive interview with stars of the - Mile Jab Hum Tum ongoing shows etc. - Love ne Milla Di JODI  Create a Star One Channel Twitter Page & tweet about the ongoing - Hum Dono Hain Alag Alag - Jaane Pehchane se.. Yeh Ajnabee! shows, sharing links of videos & photos related to the show - Laughter Ke Phatke  Popularize the profiles/pages/groups with linked video clips from • Star One as a channel wanted to reach young Indian YouTube, photos, information, schedules of shows audiences spending the significant  Create unique contests via the profiles where users can amount of time on the internet. participate in quizzes and win a chance to see a show live  Share Downloadable Wallpapers, tracks of the shows Objectives • To build relevant conversations around the Brand and Results its shows • To track the sentiment analysis on each show to  Overall 15000 plus fans on facebook with active understand the performance of the show and also participation from fans achieve valuable reviews through various  30,687 YouTube upload views along with 49 subscribers conversations • Build Relationships with key audience in order to  Twitter having 50 followers. promote new shows on star one
  30. 30. Social Media Presence
  31. 31. Pantaloons | Social Media Marketing SITUATION  Pantaloons Fresh Fashion stands out as a fashion trendsetter, on the lines of how fashion is followed internationally. The ‘look’ and ‘what’s in’ today for the season is sacrosanct.  All Pantaloons stores reflect the new ideology -- Fresh Feeling, Fresh Attitude, Fresh Fashion. The stores offer fresh collections and are visually stimulating thanks to appealing interiors and attractive product display!  Pantaloons stores have a wide variety of categories like casual wear, ethnic wear, formalwear, party wear and sportswear for Men, Women and Kids. STRATEGY  Connect Consumers directly  Engage them with various developments of Pantaloons  Build a word of Mouth around Pantaloons being online and very keen to address and talk to consumers directly  Involve People in various Brand initiatives PROGRAM  Creating a Facebook Fan Page of Pantaloons reach people (Main Focus)  Outlets, Video & Image testimonials, Audio testimonials of the customers, announcement of important collection launch, Videos on internal brainstorming process for designing and launching exclusive collection.  Popularize the pages/groups with linked video clips from YouTube, photos, information, schedules of shows  Consumer Engagement Programs – Inaugurate Pantaloons Store  Clickable Emailers  Building Engagement Activities on Pantaloons Fan page like Contests based on fashion, festivals, or event etc  Build & Promote Live Webcasts around specific events  Build Relationships with online Influencers – Bloggers, Tweeters RESULTS  Fans on facebook : 11003 fans in just 1 month & Growing - Started with - 1500 Fans - Current – 11003 Fans - Overall Impressions – 25,000 on an AVG on every post  1500 interactions per day on social networks  Number of contest – 4, more than 3000 people joined the pantaloons fan page in women’s day contest & approximate 600 people for the live streaming of the Fashion show - 50 Viewers per Minute on an avg.
  32. 32. Being Social – Share, Involve, Interact & Engage Promoting various properties  Green Card Programs  Share about events regularly  Promote New Collections & Products  Build online Properties such as Fashion Friday  Promote Topical events such as Women’s Day & Valentine’s Day Contest
  33. 33. Being Social – Share, Involve, Interact & Engage Consumer Engagement Programs & Live Webcasting
  34. 34. PHILIPS – A Crystal Clear Case SITUATION  Philips Electronics India Ltd (Domestic Appliances & Personal Care) is the one of the global divisons of consumer electronics giant Philips Eindhoven Holland. They were keen on promoting their state-of-the-art UV Water Purifier in the market place.  The product in question was a premium product which came with a relatively higher price and to top it all, Philips was entering a new market segment that was driven by a very dominant player enjoying a very large chunk of the pie. STRATEGY  Hanmer MS&L adopted a long-term plan, which ensured the desired impact of communications to the target audience by focusing on the USP of the product. PROGRAM  The pre-launch phase focused on the rampant water contamination issues and the need for urgent water purification to ensure safe water. This was done by placement of generic articles in 15 key cities that highlighted city specific contamination issues.  The launch phase kick started with the developing a customised media relations strategy, followed by development of key messages and other collateral. All this culminated to a mega press conference in New Delhi where the Philips Intelligent Water Purifier got unveiled, followed by the roll-out of a national press release.  The post launch focus was on building brand preference and stimulating purchase intent while influencing sales. Story opportunities related to products launch, reviews, advertising, branding and marketing initiatives were explored. RESULTS  In a period of two months of launch, the consultancy through all our network offices generated over 300 news clips with a quantitative media evaluation of over 1.3 crore.  More than 90 % of the coverage carried direct messaging.  Today Philips is prominently being featured in all industry stories and has established itself as a key player in the water purification category.
  35. 35. PHILIPS Media Coverage Highlights
  36. 36. LifeCell – Possibilities well protected SITUATION ANALYSIS TARGET AUDIENCE ANALYSIS Stem cells are essentially the building blocks of human body. Globally, studies have proved that stem cells offer safe and natural cures for various • Response generated from the target media proved that they are aware life threatening diseases. Even the Indian medical fraternity vouch for the about LifeCell International and regularly interacts with the company spokesperson. potential that stem cells offer, despite this the average Indian customer still remains skeptical about the benefits of stem cell banking. • Responses generated from interactions with general audience (21-35years) proved that the audience is aware about stem Cell but not yet LifeCell International was the first private enterprise to introduce the convinced on its potential usage revolutionary concept of banking umbilical cord blood stem cells, in India. Incorporated in 2004, in collaboration with CRYO-CELL International Inc, LifeCell facilitates the cryogenic preservation of umbilical cord blood and BUDGET & STATEGY tissue stem cells at its central facility in Chennai. The company has over 50 The Communication program was a three dimensional approach centers across India. The agency has been associated with LifeCell since the launch of its first Exact budget EXCITE- service in 2005. In the first three years, PR aimed at familiarizing doctors, Concept and figures are Industry media and the general public with the novel concept and shaping a positive EXPERIENCE perception about its potential. Most importantly, over this period, LifeCell confidential, EDUCATE stories and Innovative case studies International was firmly established as the pioneer in the cord blood stem though it may be New Customer developments Connect cell banking industry in India. estimated at programs & and services Foreseeing the market potential and the rising acceptance amongst TGs, agency fees in testimonials many large corporates like Reliance Life Sciences, Apollo, Jevan Blood the range of bank, Dr. Reddy’s and international players like Cryo-save ventured into the INR 40,00,000 - Brand market, early last year. 50,00,000 Salience LifeCell International OBJECTIVES CREATIVITY AND ORIGINALITY • To Position LifeCell as India’s only comprehensive stem cell solution • Organized & Promoted a unique contest “Future mom 2009” provider - a ramp walk for pregnant women and free antenatal workshops to establish rapport with target audience • To help in increasing the sales by 30-50 % by generating greater media mileage through increased customer centric activities • Created a human interest documentary on a successful case study where an 8 year old girl was treated for Thalassemia which stored the cord • Break through the age old myth on menstrual blood being an unhygienic blood stem cells of the younger sibling for free. The film was circulated biological waste and create awareness on its medicinal value before the among all the key media across the country to educate readers about the launch of the new service new breakthrough and demonstrate the therapy capabilities of LifeCell • Increase SOV by participation in at least 50% of the key industry stories
  37. 37. The award winning strategy … EXECUTION & TACTICS EVALUATION OF SUCCESS & RESULTS The three pronged strategy was executed simultaneously Objective: EDUCATE: CREATING AWARENESS ON THE NEW SERVICES • Position LifeCell as most preferred & reliable brand and India’s only comprehensive stem cells solution provider 1. Sustain the media momentum by fanning out the activities and coverage to ensure uniformity in media visibility throughout the campaign period Result: 2. Promoted the R&D center, the new services both femme and Cord tissue • Cultivated and engaged more than 225 media relationships. Garnered 255 banking, Promoted the launch of BAMC technology and generated stories on exclusive stories on LifeCell and its various banking services, R&D center the clinical trials for Critical limb ischemia. launch and Clinical Trials • A reader wrote a letter to the editor congratulating LifeCell for bringing new 3. Documented and Circulated a Q&A kit on Stem cells to all media which technologies to the country and the same was published by the Daily’s letters to prompted them to do in educative articles on stem cells and its importance. editor section. India Today in its anniversary issue recognised LifeCell‘s as a This was also used as a ready reference for all media education programs Medical Miracle of the decade EXCITE: CONCEPT AND INDUSTRY STORIES Objective: 1. Projected stem cell as a concept that will soon change the outlook of Indian healthcare industry • To help in increasing the sales by 30-40 % by generating greater media mileage through increased customer centric activities 2. Generated concept stories and educative articles on cord blood stem cells and Result: their applications • The company’s managed nearly a 60 % rise in its sales with the total number 3. Created & promoted unique customer testimonials, and generated stories on of stem cell samples nearing the 20,000 mark. the profiles of the customer who banked their stem cells with LifeCell to communicate that Stem cells banking is now popularly excepted among the • Agency generated media impressions worth 28 million for the year 2009 middle income group • Coordinated for about 8 customer centric events and generated 117 coverage's for the activities. These activities were highly successful and recorded a sale EXPERIENCE – CUSTOMER CONNECT PROGRAMS conversion ratio of 40 %. 1. Promoted and organised innovative lifestyle events like a contest for Pregnant women and educative antenatal workshops which served as a direct platform to Objective: engage and educate the target audience about cord blood stem cell banking • Break through the age old myth on menstrual blood being an unhygienic service biological waste and create awareness on its medicinal value prior to the launch 2. Popularised the events and workshops through traditional and new age media Result: to attract larger audience and project LifeCell as a consumer centric brand • Projected Menstruation as Women’s Power of regeneration and a Monthly 3. The programs were hosted in key cities like Chennai, Mumbai, Delhi, Miracle. With no formal announcement, the agency generated over 60 stories Bangalore, Kolkata and Hyderabad in a phased wise manner to ensure through exclusive interviews and article placements. maximum visibility and media exposure Objective: 4. Organized Radio and television call in shows to answer the doubts of curious • Increase SOV by participation in at least 50% of the key industry stories audiences on stem cell applications, therapies and banking procedures Result: • 72% of the industry stories (from India) on stem cells have included the spokesperson’s quote and mentioned LifeCell as a pioneer in the space. - LifeCell has won the Asia- Pacific PR Award 2009
  38. 38. LifeCell Media Coverage Highlights
  39. 39. Indian Art Summit Key Highlights  India Art Summit, India’s contemporary and modern art Fair, saw a 3 fold growth in 2009, in its second edition  The participation of 54 galleries from 11 countries, established IAS as a global calendar event  40,000 visitors attended the fair over 4 days from India and across 32 countries  Over 1000 artworks of 500 contemporary artists were displayed and 50% of the artworks were sold out in a short span of 4 days  The international speakers forum with 53 renowned Indian and International speakers saw good media participation  The collateral events happening across the city provided a great opportunity for network Key PR Objectives  To establish Art Summit as a Global art fair and highlight various elements of the event and participation of various famous galleries and artists  Downplay any controversial issues  Change the media perception of the Indian market from a market facing heavy losses due to recession to that of a market where price correction was required which would be followed by steady growth  Educate the media on the Indian & Global art scene Approach taken  Dissemination of Announcement release and creating visibility in Indian and International art magazines to create a buzz before the Art Summit.  Feeding of information on the Indian and Global art market to select columnist and opinion leaders to change any negative perception about the art market across  Highlighting the key aspects and activities at the Indian Art Summit
  40. 40. What was achieved Challenge Achievement Pre event coverage in In 2008 International International publications, participation was not Inviting international media significant. The task was to helped garner International establish India Art Summit as coverage and spread the word a Global Art Fair. across continents. Challenge Changing the perception Achievement The change in perception of the Art scenario in India of the art scenario in India and increasing the confidence and confidence building was level among investors, achieved by sales of art work collectors, artists, curators and and media coverage galleries
  41. 41. Indian Art Summit Media Coverage Highlights
  42. 42. Hanmer MS&L India Team
  43. 43. Hanmer MS&L India Team Mr. Sunil Gautam is the head of Hanmer MS&L India. A chartered accountant by profession; he has to his credit setting up one of India's largest independent multi- disciplinary communications company offering 360 degree communications Sunil Gautam solutions to a prestigious clientele comprising over 150 top Indian conglomerates Managing Director, and MNCs. Hanmer MS&L, India A veteran in the field of PR; his views are sought by industry professionals both in India and worldwide.
  44. 44. Hanmer MS&L India Team Mr. Jaideep Shergill is a management graduate with a master’s degree in international business. Jaideep has been with Hanmer since inception and is in charge of account management, direction to teams and media relations for all Jaideep Shergill clients. A real task master and go getter, he is the energy behind the India team. Partner & Member, Corporate Leadership Team Jaideep brings with him a very rich experience from the banking industry and Hanmer MS&L, India various aspects of the communications industry through his exposure to numerous clients.
  45. 45. Hanmer MS&L India Team  Vijay is a communications professional with 18 years of experience in Advertising, Public Relations, Corporate Communications, Event Management and Marketing of various Consumer and Financial Products with demonstrated initiatives in running profit centers. Vijay Kumar Swami Currently, Vijay oversees the Creative Services division across multiple vertical Sr. Vice President, industries at Hanmer MS&L in Mumbai. Creative Services,  Before joining Hanmer MS&L, Vijay was Vice President, Marketing, Brand Management Hanmer MS&L, I and Corporate Communications with Paramount Healthcare Management, a group ndia (Mumbai) company of Munich RE, Germany – a Fortune 500 Company. Other than that, his experience includes senior management position at Publicis India as General Manager, and JWT Group Company as Client Services Director.  He is skilfully adept at Brand and Account Management, Research and Strategic Planning, besides Media Buying, Media Planning, Handling Media Relations and PR clients. Over the years, Vijay has handled multi-functional responsibilities across various communication spheres - Consumer, Corporate,Retail and Services Sector.  Key clients handled by Vijay include Fidelity Investments, Siemens Mobile, Indian Oil, Tata Motors, UTI Mutual Fund, Aventis Pharma, Royal Sundaram Insurance, ACC, Wimco, Morgan and Stanley, IDBI Bank, Franklin Templeton and many more.
  46. 46. Hanmer MS&L India Team  Pankaj Desai joined Hanmer MS&L in January 2004 and presently heads the Gujarat operations of its Creative Services Business and MS&L Studios India, a global outsourcing hub for various MS&L offices worldwide. Pankaj Desai  He has worked on a portfolio of prestigious clients like GE, MEC, P&G, Vice President, Creative Services GNFC, Adani, Torrent, Nilon’s, Shree Cement, FACOR, Radission and Hanmer MS&L & Head, Mili Tea. In addition to this, he has also worked with more than 15 overseas MS&L Studios India MS&L offices and its clients. An MBA in Marketing from the University of Pune (Ahmedabad) (India), he also has to his credit, an enriching experience of more than 10 years in marketing & advertising, international trade and corporate communications. His profile includes a vast marketing experience at Suman Trades Pvt. Ltd. and as the Senior Officer, Corporate Communication with Adani Exports, Mundra Port and Adani Wilmar of the Adani Group.  Among his most striking qualities are excellent co-ordination skills and an indomitable spirit which make him an excellent leader and a pleasing personality. His calm disposition in the most pressing times is especially impressive.
  47. 47. Hanmer MS&L India Team  Onassis brings with him rich experience of the communications industry through his exposure to numerous clients. With over 20 years of experience in the PR & communications industry, Onassis has truly a 360 degree experence in communications Onassis Vaz be it advertising, media buying, events, public relations or investor relations. Vice President &  Having handled various financial brands including heavyweights viz. Franklin Practice Head, Templeton, UTI, IDBI Bank, Global Trust Bank, Standard Bank London to having Financial Communications developed strategy & direction for brands such as Pepe Jeans, Eureka Forbes, Honda & Investor Relations, Motors, Skoda Auto, Adani Wilmar, Suzlon Wind Energy, Venkys India etc. He is the right person for crisis management. Hanmer MS&L, India (Mumbai)  With a strong understanding of the Indian Capital markets, Onassis is well versed with all guidelines concerning the markets; be it the Security Exchange Board of India, Bombay Stock Exchange or the National stock Exchange. Onassis has been instrumental for managing communications for various companies looking to raise money from the capital market & listing on the stock exchanges in India. Companies that he has worked closely are the Yash Birla Group, Cinemax India, Lumax Auto, Allied Digital etc., to name a few. In addition to managing Investor Relations for clients such as Spice Jet, Garware Offshore, FACOR Group etc., his experience and understanding spans across various sectors that include Steel, Offshore, Telecommunication, Textile etc. At Hanmer MS&L, Onassis leads a young dynamic team focused on Financial Communications & Investor Relations in addition to managing and advising clients from various sectors.
  48. 48. Hanmer MS&L India Team  Glen brings with him 12 years of experience in the field of public relations. His forte lies in handling communications for consumer brands through his exposure with numerous clients over the years. Glen Charles D’Souza  Glen currently manages various corporate accounts namely Emirates Airline, Vice President & Practice Head – London Unlimited – the Mayor of London, CNBC- TV18, Hong Kong & Consumer Brands, Shanghai Banking Corp Ltd., LG Electronics India Private Limited, Pfizer Hanmer MS&L, India Limited, India Medtronic Private Ltd., Tata Sky Ltd, Kinetic Motors India (Mumbai) Limited etc., along with regular media liaison.  A commerce graduate with a Diploma in Business Management from Bombay University, he’s been with Hanmer&Partners since inception. He heads a team of Sr. Consultant, Consultants and Associate Consultants which oversees various corporate, brand, healthcare, aviation and auto clients  Additionally, entrusted with handling and developing the operations of the Pune network office, since 2005.
  49. 49. Hanmer MS&L India Team  Luna brings with her an experience of over 9 years in aviation, consumer and media & entertainment public relations. She joined Hanmer & Partners in May 2002. Apart from spearheading the agency’s aviation & tourism practice, Luna Luna Biswas oversees teams across multiple vertical industries including media and Vice President & entertainment, hospitality, consumer brands, IT/ITES and retail. Practice Head - Aviation, Hanmer MS&L, I  Before joining Hanmer & Partners, she has worked with some of the leading ndia (Mumbai) PR firms including Integral PR & Capital Images PR. Luna’s portfolio of clients include some of the prominent names in the industry viz. Bacardi-Martini Ltd., Tupperware, India Today Group, William Grant & Sons, Whyte & Mackay etc. A graduate of Lady Shri Ram College (Delhi University) with a B.A. in English literature and a post graduate in mass communication, Luna began her career at a consumer brands PR agency.
  50. 50. Hanmer MS&L India Team  M Subramaniam or "Subra“, as he is known to one and all, has over 21 years of experience in Public Relations, Advertising and Marketing and has worked with various consultancies and corporations. He has extensive M Subramaniam experience in handling internal/ external relationship issues including crisis Vice President, management. Hanmer MS&L, India (Bangalore)  Before Hanmer MS&L, Subra was marking time with Rediffusion Y&R as Vice President (South). In the past, he has worked with IBM India, Bangalore, Gutenberg PR, Perfect Relations, Ogilvy PR, Skypak Couriers Ltd., Bangalore, Oasis Enterprises (JVC), Dubai, Ogilvy & Mather Advertsing, Bangalore and Lintas, Mumbai & New Delhi. He has handled numerous prestigious clients such as Airtel, EMC, IBM, Wipro, Apple, Toyota Kirloskar, Shriram Properties, Ford, Metro Cash & Kerry, Coca Cola, Hindustan lever to name a few.  Subra is a graduate in Commerce and holds a post graduate diploma in public relations from Xavier Institute of Communications, Mumbai.
  51. 51. Hanmer MS&L India Team  With over 15 years of experience in the field of corporate communication, Vipul currently heads a team that handles a diverse portfolio of clients which include Setco Automotive, Brandix, and Indiabulls Financial Services. Vipul Bondal  A Chemistry graduate with a post-graduate in Mass Communication, he has Associate Vice President, Hanmer MS&L, also done a Program in Business Management from the Indian Institute of India (Mumbai) Management, Bangalore (IIM-B).  Prior to Hanmer MS&L, he has worked for leading global companies such as Siemens and Roche, and also with other well-known Indian PR firms. He possesses a good understanding of all aspects of communications including corporate, marketing, financial, crisis communication and CSR. Vipul couples communication strategy with a thorough understanding of business and economic matters.
  52. 52. Hanmer MS&L India Team  A Graduate in Commerce & Business Management, Schubert started his career in communications by joining a full service advertising agency where he worked for two years. Schubert then went on to complete his post graduation Schubert Fernandes in public relations and corporate communications from the Xavier Institute of Associate Vice President, Communication, Mumbai, following which he joined Hanmer & Partners and Hanmer MS&L, spent four years with the agency. India (Mumbai)  Schubert has over 9 years of years of work experience in the communications and public relations business imparting counsel to a host of clients and corporates in India and the Middle East. Before returning to Hanmer & Partners in February 2007, Schubert was an integral part of the communications team at Asian Paints, one of the world’s top 10 decorative coatings company.  Schubert has extensively serviced real estate and infrastructure clients both in India and the Middle East. He currently manages the real estate and infrastructure mandates at Hanmer MS&L.
  53. 53. Hanmer MS&L India Team  Atanu Dutta has over 13 years experience in developing and implementing innovative communication programs to drive growth and profits for clients in competitive markets. His core strengths include understanding positioning Atanu Dutta needs and developing appropriate marketing communication strategies for Associate Vice President clients across industry segments. Hanmer MS&L, India (Delhi)  Prior to joining Hanmer MS&L, he has worked with Sun Global (China), VTS Clima (Dubai), Jumbo Electronics (Dubai), Enterprise Public Relations, TBWA, PSI India, Mudra Communications Ltd., Perfect Relations and Mideast (India) Ltd.  A management graduate from T. A. Pai Management Institute, Manipal, he has completed his Bachelor’s degree from University of Delhi.
  54. 54. Hanmer MS&L India Team  Sushant Balsekar has over eight years of consolidated experience in the automotive engineering and design technology domains. Besides his specialisation in the automotive sector, he has executed large projects Sushant Balsekar pertaining to agri-business, aviation, healthcare, hospitality, real estate & Associate Vice President infrastructure, and is also well versed in CSR and M&A policies. Hanmer MS&L, India (Mumbai)  Prior to joining Hanmer MS&L, he had a 30-month stint with a leading PR firm as Account Director on Corporate PR Practice, in Mumbai.  He is a Bachelors in Automobile Engineering and a Graduate Member of the Indian Automotive Engineers, Chennai. Sushant has a keen interest in business models and strategies, evolution of industries and has a strong business outlook.
  55. 55. Hanmer MS&L India Team  Shantanu Sarkar is MBA in Marketing & Personnel from Nagpur University. He also has a Bachelor’s and a Master’s degree from St. Xavier’s College, Mumbai University and a Mass Communications Diploma in Public Relations Shantanu Sarkar from Xavier Institute of Communications, Mumbai Senior Manager - Research & Insights, Hanmer MS&L,  He comes with a good experience in market research in diverse verticals India (Mumbai) across varied market regions with demonstrated initiative, creativity and success  Before joining Hanmer MS&L, he has worked with AC Nielsen AMER, Corporate Voice | Weber Shandwick, Hewlett-Packard and WPP Group
  56. 56. Hanmer MS&L India Team  Bhanuprakash had a vibrant, exciting, robust & diverse career in the Online Communications & Information Technology. He started his career as a web developer, designer, and then shifted to Digital Communications. In his present role of a Digital & K.Bhanuprakash Interactive department manager, he has been actively involved in interacting with clients for the requirements ranging from their online presence to the brand recognition in the online Manager - Digital platform. In his current role he has handled projects such as Penguin Book Publishers, Communications Loreal India and currently handling Star Network, Pantaloons, s.Oliver, SABTV, Hanmer MS&L, Volkswagen and many other projects in the pipeline . India (Mumbai)  Explored the communication field to the core and has an extra ordinary capability of generating ideas using the knowledge gained. He has an experience of 8 years in Web & multimedia in which he also led an Advertising & Web-Multimedia agency for 4 years. In addition to technical skills, he had been managing & leading projects and teams to answer business requirements and problems. This included strategizing, implementing & managing brand related activities such as Online Digital Programs, Websites, SEO projects, Multimedia Presentations, Corporate films etc.  As a strong back up support to his work profile, he has a strong presence in online world on Social Media Platforms such as Social Networks, Social Bookmarking, Article Directories & Blogosphere. He deals with engaging Digital Communications & Social Media Marketing for brand promotion and enhancing brand values using online expertise. He had been very active in the Social media Summits/ Blogger meetings & actively interacted with many regular and reputed bloggers/Social media Personals.
  57. 57. Hanmer MS&L India Contact Information Jaideep Shergill +91 9821042514 jaideep@hanmermsl.com