This document provides an overview of Kutadgu, a corporate communications firm established in 2007. It details Kutadgu's mission, expertise areas, clients, team experience, and approach. Kutadgu's mission is to support clients' business targets through communication and relationship expertise. The firm has expertise in areas like corporate communications, PR, stakeholder engagement, and social media management. It has worked with numerous large Turkish and multinational companies. Kutadgu's team has extensive experience developing and executing strategies across various communication disciplines.

1. “Corporate Profile”

2. 2
Our Mission
“Our mission is to support our clients to
reach their business targets. We assimilate
their business strategies and serve them to
reach their business targets through our
communication and relationship expertise.”

3. 3
Who We Are
• Established in September 2007 by Ahter Kutadgu
• Member of Worldcom Public Relations Group
• Our international partner FD (Financial Dynamics)
• Our expertise areas:
- Corporate Communications
- Business and Marketing Communications
- Stakeholder Engagement
- Media Relations
- Change / Internal communications
- Crisis Communications
- Social Media Management

4. How we are organised?
4
Three business units specialized in PR, Stakeholder Engagement
and Social Media

5. 5
• Graduated from Istanbul University Law Faculty after Saint Joseph French High
School (1987)
• Worked for Ditaş-Deniz İşletmeciliği ve Tankerciliği A.Ş. as legal advisor (1990-
1991)
• For Mobil Oil Türk A.Ş as legal and regulatory affairs manager (1991-1995)
• For Unilever Turkey as General Counsel (1995-1999) and then as Board Member
and Corporate Affairs Director (1999-2002)
• For Nestle Turkey as Board Member and Corporate Affairs Director (2002-2005);
• For Sabancı Holding as group corporate communication director (2005-2006);
• For Türk Telekom as VP corporate affairs (2006-2007);
• Managing Partner in Kutadgu Consulting (Sept.2007 - )
• Between 2003-2007 he acted as YASED (International Investors Association) board
member and as TOBB (Turkish Union of Chambers and Trade Bourses) FDI Council
VP; between 2003-2004 as ŞEMAD and ECR Turkey board member.
Managing Partner
Ahter Kutadgu

6. 6
Worldcom
• The Worldcom Public Relations Group is the world's leading network
of independently owned public relations firms.
– Established in 1988, over 22 years in the market
– Professional independent public relations firms serve national,
international and multi-national clients while retaining the flexibility and
client-service focus
– Worldcom clients have on-demand access to PR experts who understand
the local language, culture and customs
• The Worldcom Public Relations Group has 110 offices in 97 cities in
42 countries on six continents with more than 2,000 employees and a
revenue of more than US $215 million in 2009
• As a partner in Worldcom Public Relations Group, Kutadgu is active in
the Word of Mouth Marketing Association. Learn more about WOMMA
at http://WOMMA.org.

7.  World leading adviser on financial & strategic communications.
 “Financial Public Relations Firm of the Year” 2010
Europe and Asia-Pacific.
 Global reach, sector expertise, focused on business and finance.
 No other firm advises on more critical events: IPOs, M&A, issues,
crises.
 Headquartered in London since 1986.
 700 employees; 1,000 clients; 30+ offices and 60+ affiliates
worldwide.
 Consistently ranked #1 financial PR / IR adviser in Europe, 2001 -
2010
 Since 2006, part of FTI Consulting Inc., world leader in corporate
restructuring, forensic, litigation and economic consulting.
Our international partner FD (Financial Dynamics)

8. 8
Our Approach & Key Characteristics
• Our Approach
- Your reputation is our reputation
- Communication ultimately serves to reach business
objectives
- Sustainable relationships/engagements are key for success
• Our Key Characteristics
- Business value driven
- Proactive
- Always accessible
- Deadline obsessive
- Fast
- Open and frank

9. 9
Strategic Process
Business Objectives & Strategy
Competitive Analysis & Reputation Survey
SWOT Analysis
Communication Objectives
Positioning & Key Messages
Stakeholders & Target Groups Analysis
Specific Messages to Stakeholders & Target Groups
Communication Tools/Channels Analysis
Strategy
Action Plan

10. 10
How we measure our performance
• Stakeholder Assessment through pre/post Reputation Surveys
- Yearly assessments
- Quarterly corporate communications effectiveness assessments
• Media Coverage
- Targeted message delivery
- Reach to right audience
• Syndicated surveys e.g. most reputable , admired companies,
best companies to work for, accountability ratings
• Stakeholders attitude/behavioral change, engagement
• Targeted 3rd party endorsements
• Alternative/social media reach and feedback
• Ambassador recruitment

11. 11
Reputation Management Approach

12. 12
Corporate Communications
Media Relations Management
Expertise Areas
Risk & Crisis Communications
Business & Marketing Communications
Change / Internal Communications
Stakeholder Engagement
∙ Formulation and management of
corporate communication strategy
∙ Sponsorship management
∙ Sustainability/Corporate social
responsibility management and
communication
∙ Leadership communication
∙ Issue/Agenda management
∙ Stakeholder management (media,
NGO’s, academia, governmental
authorities)
∙ M&A communication
∙ Public Affairs
Social Media Management

13. 13
Corporate Communications
Media Relations Management
Expertise Areas
Risk & Crisis Communications
Business & Marketing Communications
Change / Internal Communications
Stakeholder Engagement
•Brand Positioning
•Business segment / category
commmunication planning and
execution
•Strategic marketing
communication planning
•Special costumer groups
communication and execution
•Product launch communication
planning and execution
•Social media engagement
Social Media Management

14. 14
Corporate Communications
Media Relations Management
Expertise Areas
Risk & Crisis Communications
Business & Marketing Communications
Change / Internal Communications
Stakeholder Engagement
Relationship and communication
management services for investment
projects having social and environment
impacts (e.g. infrastructure, energy,
agriculture) in line with international and
local requirements and standards
• Stakeholder identification and mapping
• Formulation and execution of stakeholder
engagement strategy
• Establishment and management of
grievance mechanism
• Recording / monitoring / reporting
And
• Strategic planning and execution of media
relations, crisis communication and
internal communication to support and to
improve the effectiveness of stakeholder
engagement
Social Media Management

15. 15
Corporate Communications
Media Relations Management
Expertise Areas
Risk & Crisis Communications
Business & Marketing Communications
Change / Internal Communications
Stakeholder Engagement
• Formulation and execution of media
relations strategy for traditional and
social media
• Establishment of realistic and
sustainable relationship with due
consideration to internal dynamics
of the media
• Setting media agenda
• Messaging and conveyance to the
right media
• Special reports / dossiers
• Social Media tracking
• Qualitative / quantitative media
coverage analysis and reporting for
both traditional and social media
Social Media Management

16. 16
Corporate Communications
Media Relations Management
Expertise Areas
Risk & Crisis Communications
Business & Marketing Communications
Change / Internal Communications
Stakeholder Engagement
•Crisis Planning & Drills
•Reputation Management & Crisis
Communications in incidents
such as:
− Product Recalls/Liability
− Industrial Accidents
− Fires, Explosions
− Chemical Spills
− Misconduct, Negligence
− Litigation Communications
− Food Contamination/Illness
− Identity/Security Breach
− Strike
− Business disposal/downsizing
− Company/product boycott
Social Media Management

17. 17
Corporate Communications
Media Relations Management
Expertise Areas
Risk & Crisis Communications
Business & Marketing Communications
Change / Internal Communications
Stakeholder Engagement
• Strategic management of information
flows to ensure the optimal level of
employee engagement
• Alignment of employees to business
objectives and strategies
• Reinforces the vision, values and culture
among employees
• Good internal communications
− Builds understanding
− Promotes engagement
− Reinforces values
− Prepares people for crises
• Good internal communications is
− Clear
− Credible
− Concise
− Consistent
− Constructive
− …and Timely
Social Media Management

18. 18
Corporate Communications
Media Relations Management
Expertise Areas
Risk & Crisis Communications
Business & Marketing Communications
Change / Internal Communications
Stakeholder Engagement
Social Media Management
• Online Media Monitoring
− Simultaneous monitoring of the web with key
words for company, brand, products,
employees, competitors or all movements
related to industry
 Web news sites, portals, blogs and comments
 Social networks (Facebook)
 Micro blogs (Twitter, Friendfeed)
 Video and photo sharing sites
(Flicker,YouTube vb.)
 Forums, announcement fields and dictionary
sites
• Analysis and reporting
− Real-time reporting of screening results on a
daily basis
− Analysis, determination of the strategy and
periodic reporting
• Implementation
− Creation of online communication strategy in
line with the overall communication strategy
− Inline with the strategy:
− Management of the Facebook and
Twitter
− Formulation and implementation of
intervention methods
− Content creation and management
− Online crises communication

19. 19
Current Clients

20. Key Credentials
20
• Telecommunication, FMCG, food & agriculture, energy and utility /
infrastructure, sectoral business understanding and experience
• Expertise in managing stakeholder engagement process for major
investment projects in line with international requirements and standards.
• Longstanding trust based media relations at all levels
• Expertise in effective use of social media for communication purposes
• Crisis management experience in various sectors, incidences and corporate
structures
• Experience in multinationals and national companies
• Experience in program / project management
• Partnerships and co-operations currently existing with the WorldCom and
the FD enables Kutadgu to provide reputation management, financial
communication, business&marketing communications, traditional&social
media managements and event management in the international arena

21. 21
Caferağa Mah. Safa Sok. No:6 34710 Kadıköy, İstanbul
Tel : +90 216 348 44 44 - 45
Fax : +90 216 348 44 46
info@kutadgu.com.tr
www.kutadgu.com.tr
Contacts

22. Kutadgu Team
Experiences
22

23. 23
Corporate Communication – Kutadgu Team Experience 1
Credentials
• Corporate communication strategies of Unilever Turkey, Nestlé Turkey, Sabanci
Holding, Turk Telekom, Kraft Foods Turkey, Sony Ericsson Turkey, Boehringer
Ingelheim, Actavis, Karsan Automotive, TEB-BNP Paribas, Limak Holding , YASED-
International Investors Association, Unit Group, Erdem&Erdem, OMV, Koç Bilgi
Group, Kimberly-Clark,Borasco (OMV Gas&Power Turkey), Tchibo Turkey, Jival,
Simfer, Eurasia Tunnel, Ziebart and 3M
• “Picasso in Istanbul” exhibition sponsorship for Sabancı Holding
• CSR Projects:
― “Topkapı Palace CIF Cleaning”, “Living Lakes Turkey (Uluabat)” and
“Klazomenai, reveal of the first olive oil workshop: Unilever Turkey
― Nutrition I Can (Beslenebilirim): Nestlé Turkey
― Sabancı foundation VAKSA projects: Sabancı Holding
― Computer Literacy Program: Turk Telekom;
― CSO (Presidential Symphonic Orchestra) sponsorship and microcredit for
small entrepreneurs in South East Anatolia: Limak
― Green Info Platform project: Koç Bilgi;
― Stakeholder management program: Borasco (OMV Gas&Power Turkey)

24. 24
Corporate Communication - Kutadgu Team Experience 2
Credentials
• Issue management for GMO’s, unfair competition in food industry, E Codes in
food, Tariff rebalancing in telecommunication and margarine consumption
• Leadership communication management for, Hasan Yılmaz and Jacques Ferrirer
(Unilever), Martial Rolland (Nestlé) , Güler Sabancı (Sabancı), Paul Doany (Türk
Telekom), Şaban Erdikler (YASED), Roger Bolander (Sony Ericsson), Ünal Aysal
(Unit Group), Nihat Özdemir-Ebru Özdemir (Limak), Prof.Dr.Ercüment Erdem
(Erdem&Erdem), Mehmet Nalbantoğlu (Koç Bilgi Grubu), Gülen Bengi (Kimberly-
Clark), Korkut Öztürkmen (Borasco- OMV Gas&Power Turkey) and Şenay Küçük
Tanşu (Tchibo Turkey),
• M&A communication for acquisition of Bestfoods (Knorr) and Diversey by
Unilever; disposal of dairy business by Nestle; acquisition of Fako Pharma by
Actavis; acquisition of Akenerji 50 % shares by CEZ; acquisition of TEB Insurance
by Zurich
• Public Affairs;
― Lobbying for competitive pricing in the monopolistic Turkish tea market
(Unilever-Lipton)
― Operational licenses procurement for Unilever Turkey and Nestle Turkey
― Management of government relations for Unilever Turkey and Nestle Turkey
― Lobbying for the introduction of the WHO Code of Marketing of Breast-milk
Substitutes” into the Turkish legislation (Nestle)

25. • Türk Telekom “innovation” campaign (Family Card, TTSMS)
• Türk Telekom “internet for every house” campaign
• Türk Telekom “New Tariffs Cem Yılmaz” campaign
• “Sales oriented direct marketing activities” Colgate, Vestel, Paro,
Monarch Court
• “Merchandising activites” Palmolive
• “Launch planning and execution” Mitsubishi Colt, TEB Bonus
İzmirim Card, Sony Ericsson, Koç.net ADSL2+
• Guinness record attempt for Patos Critos (Kraft)
• Mystery shopper activities for Pharmaton, Tomapyrin and Antistax
(Boehringer Ingelheim)
• TEB SME Academy and Future Strategy Conferences
25
Business / Marketing Communication – Kutadgu Team Experience -1

26. • Launch of Nestle Kit-Kat, Nesfit Fruits, Nescafe new variants, Nescafe
3in1 and Nestle Bitter Gofret
• Ronald McDonald Kids Club
• Solo Primary Schools Hygene Education Program
• Milka Chocolate Festival
• Milka M-Joy Space Odyssey Campaign
• Huggies Stars Campaign
• Tchibo weekly theme communcation
• Launch of Koç.net ADSL2+
• Direct marketing activities for Colgate, Vestel, Paro and Monarch
Court
26
Business / Marketing Communication – Kutadgu Team Experience -2

27. • OMV Gas & Power Turkey – Samsun Power Plant
- Stakeholder identification and mapping
- Formulation and execution of stakeholder engagement
strategy
- Local and National media relations
• Eurasia Tunnel – Istanbul
- Stakeholder identification and mapping
- Formulation of stakeholder identification strategy and plan
- Formulation of media relations strategy and plan
- Preparation of public consultation documents together with
ERM
- Public disclosure and consultation logistic and organizational
management
27
Stakeholder Engagement – Kutadgu Team Experience

28. 28
Media Relations Management - Kutadgu Team Experience
•Strategy formulation and management of media relations for:
- Unilever Turkey
- Nestlé Turkey
- Sabancı Holding
- Turk Telekom
- Limak Holding
- Unit Group
- OMV
- Nabucco International GmbH
- Erdem&Erdem
- Koç Information Group
- Kimberly-Clark
- Borasco (OMV Gas&Power Turkey)
- Tchibo Turkey
- YASED-International Investors
Association
- Jival
- Simfer
- Eurasia Tunnel
- Sony Ericsson Turkey
- Sabancı Foundation
- Zurich Insurance
- Kraft Foods Turkey
- TEB-BNP Paribas
- Actavis
- Ziebart
- 3M

29. 29
Risk & Crisis Communication - Kutadgu Team Experience
• Crisis communication management in the disposal of dairy business
by Nestle Turkey;
• Crisis communication plans and drills for
− Unilever Turkey
− Nestlé Turkey
− Sabancı Holding
• Boycott against foreign companies' products (Unilever and Nestle)
• Consumer reactions against GMO (Genetically Modified Organisms)
and E Codes in Unilever and Nestle
• Health concerns for margarines (Unilever)
• Sectoral, NGO and media reactions against Türk Telekom price
increase
• Environmental protests against Aksa in Yalova
− Türk Telekom
− Limak Holding
− Kimberly-Clark
− Actavis Turkey
− ICF Airports
− Akkök Group

30. 30
Change / Internal Communication – Kutadgu Team Experience
• Unilever Turkey (new global strategy “Path to Growth” ; new HR
system and leadership model)
• Nestlé Turkey (disposal of dairy business, new global and local
strategy, new set of values)
• Sabancı Holding (new management and new strategy)
• Türk Telekom (mind-set shift from public to private company;
company restructuring)
• Koç Bilgi Grubu (alignment to business objectives and positioning
of KBG as a group of companies ; Yeşil Bilgi Platformu ambassador
program)
• TEB (“Kıvılcım” internal communication portal)
• ICF Airport’s (Internal communication plan for handover of
terminal 2)

31. 31
Social Media Management– Kutadgu Team Experience
• Wall Street Institute (WSI)
- WSI global social media analysis and reporting for WSI Turkey
- Situation analysis of social media within the specified period
- Composing a comparative report with the competitors
- Formulate proposals for improvement accordingly with the reports
• 3M Turkey
- Daily based social media monitoring
- Monthly analysis and reporting
• Ziebart
- Social media monitoring, analysis and reporting
- Establishing social media strategy
- Establishing strategy for increasing Online Recommendation Score
(ORS) in sector-specific forums