CLIA presentation
- 1. a Look InsidE MslGroup May 6, 2013 reSponsE to Clia quEstioNnairE junE 18, 2014 Your contact @ MSLGROUP: Renata Hopkins, SVP, Travel Specialty Lead 646.500.7927 // renatahopkins@mslgroup.com // www.mslgroup.com
- 2. Contact Information Company MSLGROUP Address 375 Hudson St. New York, NY 10014 Telephone (646) 500-7600 Fax (646) 500-7703 Names and Titles of Principals/Key Contacts Paul Newman President, MSLGROUP North America Renee Wilson Chief Client Officer Maury Shapiro Chief Financial Officer, MSLGROUP North America Name of Key New Business Contact, plus Office and Home Telephone Numbers Mike Russell Senior Vice President, Sales and Business Development O: (646) 500-7825 M: (917) 513-0008 2
- 3. A. agEncy poSitioniNg, viSion anD phIlosophY
- 4. A. Agency Positioning, Vision and Philosophy 1. Positioning. In general, how would you characterize or position your agency or branch office in today’s competitive agency environment? MSLGROUP is a collaborative, strategic communications partner. We are extremely creative and relentless in our pursuit of positive results. As we grow awareness, reputation and brand power for our clients, we have passion in our hearts and a deep focus on their business objectives. As we look at the agency environment today, we believe there are four things that set MSLGROUP apart: • Our People. There are actually 3,400 things that differentiate us from other agencies – our people. We believe we have the best talent in the industry. Strategic counselors. Producers and directors. Content creators. Media experts. Digital experts. Brand journalists. Creative directors. Thought leaders and influencers. Account service gurus. Experiential and event experts. Corporate communications pros. We will build a diverse and experienced team for CLIA, drawing from our amazing team in North America (and 22 other countries and 100+ offices, if the need arises). • Building brands with challenging reputations. This is the why we’re most excited by the prospect of working with CLIA. We have a specific expertise in working with brands with in challenging reputation environments. We have developed an expertise around repositioning and advancing brands who have faced difficult times, recent issues or negative publicity. Some of our experience in this area includes: Government of the Kingdom of Saudi Arabia, Kingdom of Bahrain, Aruba Tourism Authority, Tourism Ireland and India Chinese Embassy, Government of the Republic of Fiji, Beverly Hills Hotel, Tourism. • Big, creative ideas. We thrive in big, bold challenges. MSLGROUP specializes in creating and executing big ideas – we create buzz, we get messages and content shared, we get people talking. We help businesses connect with their customers, employees, stakeholders and partners with immersive experiences and content-rich communications. We produce Davos every year, lead global launches for Microsoft Windows and Internet Explorer products, take over Times Square for P&G brands, create indoor race tracks for Audi, and connect global leaders in conferences for the Clinton Global Initiative. • Our “glocalness”. We are the “most global” of global agencies, with our business being equally divided between North America, Asia and Europe. That strength means consistency across markets should CLIA decide to grow with us, infused with local market insights, experience, relationships and expertise. We apply the right MSLGROUP assets to every situation and help your reach and influence critical stakeholders in every key market around the world. 4
- 5. A. Agency Positioning, Vision and Philosophy 2. Vision. What vision do you have for the company? Where do you see your agency five years from now? In the past five years, we have built a global network with amazing geographic reach, scale and capabilities. We have added expertise and scale through strategic acquisitions of best-in-breed agencies in Washington DC, Boston, San Francisco, Brazil, China, India and several European markets. As MSLGROUP built the most global of global networks, we focused on processes that deliver quality, consistency, efficiency and innovation in communications for clients across North America and the globe. Now, the next phase in our vision is to find like-minded clients in categories where we have strong experience and grow relationships in a couple key areas - social and digital, content marketing, paid media and full-service creative solutions. Simply put, brand narrative and corporate reputation has never been more important. And we intend to help our current and future clients maximize their brand power and brand value through earned, owned and paid channels. Longer term, MSLGROUP’s vision is one of continued growth and expansion. We want to add people and offices to our growing team in Latin America. We will enter new markets. We will acquire our top-performing affiliate partners. We will continue to invest heavily in digital expertise and resources in every market. We will help more of our clients become media brands. 3. Philosophy. What overall philosophy or credo do you operate by? We tell stories that matter. As we tell stories that matter for you, your reputation improves. Your brand becomes more recognized. You advance your thought leadership position. You shorten your sales cycle. You grow awareness, loyalty, advocacy and sales. 5
- 6. B. agEncy stRengtHs, spEcial exPerieNce anD keY acHieveMents
- 7. Marketing to Women For 34 years, we have helped P&G engage moms and build awareness, reputation, loyalty and advocacy. All of which leads to stronger sales and market share for products in their Beauty, Oral Care, Fem Care, Home Care and Personal Care business units. We also have helped Tiffany & Co., ANN INC., Best Buy, Carters and Dress Barn tell stronger stories and drive people to stores and sites. We even help GM connect with affluent women. We help women make choices in their habits from health to shopping. B. Agency Strengths, Special Experience and Key Achievements 1. Key Strengths. Describe the kinds of accounts or categories in which you believe you have special strengths? We have the pleasure of working with clients across a diverse range of categories and industries. From travel and hospitality brands to automotive technology and CPG just to name a few. We also service various types of accounts from start-ups to globally recognized brands. We excel when we have the opportunity to work with clients where the following areas come into play. Reputation Management Reputation is the most critical asset that a corporation possesses. We have a seasoned team of corporate reputation experts, who work with clients to develop targeted communications programs that drive, defend and uphold reputations. MSLGROUP is on call 24/7 to provide support, tools and resources. We are the agency that managed the reputation of several travel brands including Aer Lingus, Carlson Rezidor Hotel Group and Mexico Tourism. We also counseled GM, Netflix, and PayPal, and advised AVENT and Nestlé during the BPA hearings, Taco Bell during the hepatitis outbreak and Pepsi during its famous syringe crisis. Luxury Marketing We have been working with luxury clients for decades; our specialty group has dedicated itself to exclusively understanding the high-end marketplace with an ever listening ear for trends, customer preferences, and competitive intel. Whether it’s attracting a new younger consumer base for Cartier, identifying, signing, launching and publicizing a global celebrity face for Shiseido, celebrating the 175th anniversary of Tiffany, making Evian a viral sensation, or throwing in-market events for Giorgio Armani Eyewear, we have an unparalleled rolodex, and an understanding for what luxury brands need. 7
- 8. Integrated Approach MSLGROUP’s digital practice, which consists of 150+ digital advisors with deep expertise in strategy and planning, consulting and marketing, social and digital storytelling (content development and community management), online listening, insights and analytics, is fully integrated into client account teams. We are constantly evolving and learning new ways to reach audiences through traditional, digital and social communications channels to ensure our clients’ stories stand out in the most compelling way. Building influencer relationships We engage influencers who, by the power of commentary, endorsement and advocacy, are reshaping the way people connect, engage in conversation, share information and make purchasing and behavioral decisions. MSLGROUP can help CLIA institutionalize dialogue and relationship-building throughout your pyramid of influencers to create direct or implied endorsements through their content. Not to mention, we have tens of thousands of high-impact influencers in our rolodex! Content marketing We take a content-centric approach to marketing, by creating and distributing a diverse array of dynamic, measurable content – all centered on a single, clearly articulated strategy. We believe this is the most effective way to drive share of voice in media, engage consumers and ultimately influence behavior change. B. Agency Strengths, Special Experience and Key Achievements 1. Key Strengths. Describe the kinds of accounts or categories in which you believe you have special strengths? We have the pleasure of working with clients across a diverse range of categories and industries. From travel and hospitality brands to automotive technology and CPG just to name a few. We also service various types of accounts from start-ups to globally recognized brands. We excel when we have the opportunity to work with clients where the following areas come into play. 8
- 9. B. Agency Strengths, Special Experience and Key Achievements 2. Special Experience. Is there anything special about your agency experience, expertise or modus operandi that every new business prospect should know? Yes, glad you asked. MSLGROUP wants every potential client to know our entrepreneurial spirit. We think global, but act local, with strength and niche expertise. It’s our people that set us apart. • If you have a big, bold assignment or a tough challenge to tackle, we will manage this effort. • If you like to work with smart and passionate people, we are the partner for you. • If you want an agency who will be thinking about your business 24/7/365 and proactively deliver creative ideas, that’s us. • If you want an agency with buttoned up reporting and real-time adjustments, you’re in the right place. 9
- 10. C. agEncy hiStory, owNershIp, cuRrent siZe anD keY emPloyeeS
- 11. C. Agency History, Ownership, Current Size and Key Employees 1. Founding Date. When was your office opened? Our story starts 75 years ago, when James P. Selvage partnered with Morris M. Lee in 1938 to create Selvage & Lee – the “S” and “L” in “MSL.” 2. Mergers and acquisitions. List any subsequent mergers, acquisitions or name changes. In 1972, Selvage & Lee merged with Farley Manning Associates to create MS&L – the inspiration and heritage behind “MSL.” MS&L had a sterling reputation, served 60 of the Fortune 500 companies and, in 1980, was bought by Benton & Bowles, Inc. MS&L grew globally in the 1980s and 90s, adding operations in Europe and Asia. Wemerged with the Leo Group, parent of Chicago’s Leo Burnett Company, Inc., creating a powerful entity in a rapidly consolidating industry. In 2002, we were acquired by Publicis Groupe, creating the world’s fourth largest communications agency network with operations in more than 100 countries across five continents. In 2009, MSLGROUP was formed when Publicis Groupe merged all our PR and event/experiential marketing assets – MS&L Worldwide, Publicis Consultants in Europe and PBJS and Publicis Live – into one unit, creating a new kind of agency. MSLGROUP combines the authenticity of public relations and its tradition of compelling storytelling with the creative, production and cross-channel attributes of digital marketing and the theatre of advertising. In the past five years, MSLGROUP has made dozens of startegic acquisiions in North America, Latin America, Asia and Europe – adding new capabilities and deeper expertise – creating the most global of all global networks. Today, we are 118 offices in 22 countries. 11
- 12. C. Agency History, Ownership, Current Size and Key Employees 3. Current Ownership. Who are the current owners of your agency? MSLGROUP is the flagship communications and engagement company in the Publicis Groupe The world's third largest communications group, Publicis Groupe employs approximately 50,000 professionals in 104 countries and offers local and international clients a complete range of marketing, digital and communications services. OUR PARENT COMPANY 12
- 13. C. Agency History, Ownership, Current Size and Key Employees 4. Current Size. Summarize your current projected annual fee income, number of full-time employees and number of accounts being handled directly by your office. Sorry, we cannot share our projected annual fee income. Our parent company conforms to certain financial reporting requirements and restricts us from sharing that information. MSLGROUP is recognized as the 4th largest communications agency in the world, and 6th largest in North America (using 2013 PR Week rankings: http://www.prweekus.com/2013-agency-business-report/section/3155/ In North America, we have 613 employees, with offices in 11 cities. Our New York Office (North America headquarters) has 175 employees and services more than 25 accounts. MSLGROUP’s North America Offices 13
- 14. C. Agency History, Ownership, Current Size and Key Employees 5. Key Executives. Provide a short, one-paragraph biography of your office’s key executives and their current roles in your organization. Paul Newman President, MSLGROUP North America Paul has more than 20 years of global public relations, strategic communications, management consultancy and marketing experience. He has led PR agency and in-house teams, working for Fortune 500 companies and has provided strategic counsel to nearly 100 clients including BMW, Coca Cola, IBM, McDonald's, Medtronic, Nestle, and NTT, eBay, Novartis and Procter & Gamble. Karlenne Trimble Chief Client Engagement Officer, MSLGROUP North America Karlenne has more than 30 years of experience in employee engagement, brand consulting, account leadership and design services, and specializes in communications challenges facing companies in technology and telecommunications, consumer products, healthcare, financial services and other industries. Shellie Winkler North America Director, Corporate & Health, MSLGROUP North America Shellie is a versatile communications executive with particular expertise in corporate communications and health. She has a proven track record delivering strong results based on exceptional work, nuanced people development and sound organizational planning and operations. NorthAmericaExecutiveTeam Mike Russell SVP Sales and Business Development, MSLGROUP North America Mike leads our business development organization in North America. His focus is finding like-minded clients, where the MSLGROUP people, culture, expertise and experience match up well and create foundations for successful partnerships. He has over 20 years agency and media experience. With experience at Time Inc., Hearst and Meredith Corporation, he understands how to engage consumers and deliver compelling content to target audiences. Maury Shapiro Chief Financial Officer, MSLGROUP North America Maury is responsible for North American financial operations, and works closely with the managing and financial directors on financial issues and business strategies. He has been with the agency since 2001. Michael Echter Director, Corporate Communications and Marketing, MSLGROUP North America Mike has nearly 35 years of experience in the public relations industry, all on the agency side. He has held a variety of roles including client service, managing partner, business development, and creative director prior to his role in corporate communications. In his current role, Mike is responsible for internal and external communications, the agency's social media assets and branding in the North America market. 14
- 15. Marcy Massura SVP Digital, MSLGROUP North America Marcy leverages 10+ years as a leader in emerging media and technology to help companies navigate the shifting media landscape and develop smart, effective integrated digital engagement solutions. She has been digitally active for nearly a decade and applies smart digital strategy utilizing her knowledge of the powerful ‘parenting market’ which generates authentic sustained advocacy for many of the world’s most recognizable brands. Stephanie Smith Senior Vice President, Media Services, MSLGROUP North America Stephanie is an Emmy Award- winning producer from ABC News. She currently oversees MSLGROUP’s 40+ person network of media relationship strategists and provides strategic counsel for brands like Amazon.com, Best Buy and Procter & Gamble. Erin Lanuti SVP Integrated Marketing, MSLGROUP North America Erin plans, buys, executes and optimizes the media, advertising, digital, social media, entertainment and public relations for brands like UL and March of Dimes. Many of which have received industry accolades, including coveted Silver Anvils. Additionally, Erin is the head of North American entertainment for MSLGROUP for which she and her team coordinate television, film, digital and talent opportunities for the network. Formerly, Erin worked in the White House, Pentagon, Parliament and Burson-Marsteller. Allan Dib SVP Research, Insights & Analytics, MSLGROUP North America Has broad experience in designing and managing research projects. His projects have varied by size, complexity, category and include both domestic and global studies. He is skilled in adapting both research techniques and marketing insight to suit the nuances of any category. Before MSLGROUP, Allan lead a team of research professionals researching brands in over 20 countries. C. Agency History, Ownership, Current Size and Key Employees 5. Key Executives. Provide a short, one-paragraph biography of your office’s key executives and their current roles in your organization. NorthAmericaSpecialtyLeadershipTeam 15
- 16. C. Agency History, Ownership, Current Size and Key Employees 5. Key Executives (Cont’d). Provide a short, one-paragraph biography of your office’s key executives and their current roles in your organization. TravelSpecialtyLeadershipTeam Kas Rigas Group Director, Consumer, MSLGROUP Kas has eighteen years of experience as a senior communications executive developing and implementing major public relations campaigns for iconic lifestyle brands including BMW, MINI Cooper, Cayman Islands, Miami Convention & Visitors Bureau, FAO Schwarz, The Plaza Hotel, AMEX, and Fairmont Hotels and Resorts. Renata Hopkins SVP Travel & Hospitality Specialty Lead, MSLGROUP Renata provides long-term strategic communications counsel with a focus on media relations, alliances and events throughout all segments of the travel industry, including destinations, hotels and resorts, airlines, cruise lines, and travel websites. Past clients include brands such as: Virgin Atlantic Airways, Fontainebleau Miami Beach, Loews Regency Hotel and The Plaza. Renata also worked in New York, Boston, Madrid and Barcelona with clients including Canadian Tourism Commission, Marriott International, Royal Caribbean and Celebrity Cruises, Mission Hills Golf Club in China, and Singapore Airlines. Rich Masters EVP Political and Media Relations, MSLGROUP Rich is recognized as one of the top political and media relations experts in the United States. In addition to developing and implementing multi-million dollar PR campaigns, Masters served as a top policy and communications advisor on Capitol Hill. Rich is a frequent spokesperson and regular TV and radio and is currently an on-air contributor to FOX News, MSNBC and the BBC. Jennifer Butler SVP Director of Media Relations, MSLGROUP Jennifer has an in-depth knowledge of business and consumer media. She has established solid relationships with key reporters at major outlets including Associated Press, New York Times, USA Today and The Wall Street Journal. She has created and implemented a number of award winning campaigns and provides clients with strategic counsel about the most effective ways to interact with national agenda-setting media. David Weinstock SVP, Creative Director, MSLGROUP David’s design experience includes creating and activating brand experiences in B2B and B2C arenas. He has extensive experience as a commercial director where he created and directed broadcast, online, and in-cinema campaigns for clients including Sony, Nokia, Oppenheimer, US Bank, Bayer and TGI Fridays. David also wrote, sold, and directed a multi-media campaign for MTV called ÒSkate Life which consisted of 22 TV spots, interactive, and social media. He has been honored with many industry awards and guest lectures at the School of Visual Arts in New York. 16
- 17. D. agEncy clIents, acCount gaIns anD loSses
- 18. D. Agency Clients, Account Gains and Losses 1. Current Clients. MSLGROUP has hundreds of clients in diverse industries around the world. While many are category leaders, we love the diversity of our client portfolio, which includes a fair share of innovators and disruptors. Our largest clients in North America are: Current Clients (Brands, products and services) Year Acquired P&G (65 brands globally) 1979 eBay (PayPal) 2009 General Motors (General Motors, Chevrolet, OnStar, Buick, GMC, Cadillac, AC Delco) 1981 Microsoft 2004 Eli Lilly and Company 1996 United Soybean Board (soybeans, soybean oils) 1992 Kimberly-Clark (Kimberly-Clark Professional and Healthcare) 2010 Brother Industries (Brother printers, P-touch electronic label makers and BrotherOnline) 2008 Braeburn Pharmaceuticals (Apple Tree Partners) 2013 Sealed Air 2011 National Grid 2010 AT&T 2007 Delta Faucet Company 2008 UPS 1999 Coca-Cola 2010 Randstad 2005 Emirates Airline 2013 ACH Food Companies 2010 RONA 2012 Sealy 2010 Mexico Tourism 2013 March of Dimes 2012 Netflix 2013 ZICO (Coconut Water) 2014 Battelle Memorial Institute 2013 Boys & Girls Club 2014 18
- 19. D. Agency Clients, Account Gains and Losses 2. Account Gains. In the last two years, we have on-boarded Emirates Airline, BMW, Reckitt Benckiser, PayPal, Pfizer, Haier, Netflix, Siemens, Samsung, Mexico Tourism Board, and Mondelez. And we have organically grown clients like P&G, Nestle, UTC, GM, Coca-Cola, Microsoft, Lilly, BP and eBay, expanding our relationships into new areas and new regions. 19
- 20. D. Agency Clients, Account Gains and Losses 3. Account Losses. We have lost a few assignments over the past two years. Some are projects that came to completion. Others are a result of agency consolidation. we wish all Our fOrmer clieNts weLl… iF sri happEns tO worK witH any of tHe coMpaniEs liSted Below, pleaSe teLl thEm we miss them! Clients we no longer work with because the contract concluded • McDonald's • Outback Steakhouse • Rolls-Royce • Amazon • Shriner's • Shiseido • Neiman Marcus • Patron Clients we no longer work with because of agency consolidation • Heineken • Nestle • Jenny Craig • Tiffany & Co 20CONFIDENTIAL
- 22. E. Agency Revenue History 1. Agency Revenue. If possible, provide a breakdown of your agency's fee income for the past three years and your forecast for the current year. Again, Publicis rules prevent us from sharing this information. We are sorry. We can point you to the annual, half-yearly and quarterly figures that Publicis Groupe S.A. releases. They provide financial information for the organization in total. http://www.publicisgroupe.com/#/en/relations You may also find the PR Week rankings helpful: http://www.prweekus.com/2013-agency-business-report/section/3155/ 22
- 23. F.agEncy orGanizAtion, seRvice coNcept, anD toP maNagemenT paRticiPatioN
- 24. F. Agency Organization, Service Concept and Top Management Participation 1. Organization Chart. Provide a functional organization chart for your agency (it is not necessary to indicate names). MSLGROUP is a global agency with 3,400 employees in 100 offices in 22 countries. In North America, we have offices in 11 cities and 613 employees. We have nine global practices and 21 specialty areas of expertise. Here is our functional org chart with a focus on North America. Consumer Offices North America Executive Leadership Practices President SVP, Corporate Communications & Marketing SVP, Sales and Business Development Managing Director, New York Chief Client Engagement Officer Chief Financial Officer Chief Talent Officer New York Chicago Atlanta Social & Digital Media Washington DC Seattle Detroit Los Angeles Boston San Francisco Toronto Montreal Events & Experiential Technology Reputation & Corporate Communications EmployeeHealth Public AffairsBrand Citizenship MSLGROUP Global HQ: Paris NORTH AMERICALATAM ASIA FRANCEEMEA Media Relations Food & Beverage Insights Creation Sports and Olympic Marketing Measurement and AnalyticsStudio ServicesStrategy Influencer MarketingBtoB Marketing Corporate Social Responsibility Entertainment MarketingCrisis Management Mobile Marketing Word-of-Mouth Marketing Cause Marketing Advocacy & 3rd Party Relations Social Media Consulting Public Health Communications Multicultural Marketing Government Relations Specialties Eco Network Affiliates Albany Houston New York Charlotte Indianapolis Overland Park Cleveland Miami Park City Columbus Maitland Philadelphia 24
- 25. F. Agency Organization, Service Concept and Top Management Participation Client Service Approach & Structure MSLGROUP has a systematic approach to building and servicing client business, particularly large assignments. Our methodology, resources and benefits were formulated specifically to enhance and institutionalize your experience as a highly valued partner. It is a proven approach to managing our most important accounts. It surrounds a “chief orchestrator” of a national, multifunctional team with internal partners and MSLGROUP assets to provide you with exceptional service and business results. CLIA will be assigned a senior account leader. We call them a Regional Client Engagement Director (RCED). Your RCED will be highly experienced in your category, with direct industry experience. Your RCED streamlines the onboarding process; ensures you work with our best team and resources; drives compliance, consistency and collaboration across markets; creates and delivers training, tools and resources; acts as point of escalation for the CLIA team and our internal MSLGROUP team; and provides strategic counsel to your team and executives. This is your regional relationship manager, business partner, your creative thinker, your activation leader and your financial steward. Monitoring the Effectiveness of Account Service At the start of our relationship, our most important objective is to understand how you define success. What will make us your go-to partner? Once we know that – we define our performance scorecard. We also establish set times for feedback sessions (see next page for more details) to discuss results against the scorecard. 2. Client Service. Briefly describe how your agency provides service to a typical PR client. What systems do you employ for monitoring the effectiveness of account service. STORY TELLERS PLANNING + INSIGHTS Creative Director Art Director Editorial Director Producer Strategic Planner Earned Media Social Owned Media Paid Media REGIONAL Client Engagement Director Technical Director Copy Writer / Editor Measurement + Insights STORY CREATORS 25
- 26. F. Agency Organization, Service Concept and Top Management Participation 3. Top Management Participation. How does top management participate in the account planning phase and the ongoing account service for each account? We will provide you with three “pools” of talent that you can pull from that ensure you have the right access to our best senior thinkers and our most valuable subject matter experts: • Client Engagement Team: Your RCED is responsible for account plan progress and overall satisfaction, ensuring CLIA’s needs are considered at the highest levels within MSLGROUP. • Brain Trust: MSLGROUP’s most important clients get access to our smartest, deepest thinkers and our most senior talent, in relevant areas like consumer marketing, travel and hospitality, social engagement and media relations. If we are selected, CLIA will have access to the assembled group of thinkers at no cost. • Day-to-Day Account Team: While not necessarily the most senior people, they are arguably the most important. These are the people in the trenches with you day in, and day out. They will live, breathe, eat and sleep CLIA. RHYTHM OF BUSINESS In today’s conversation era, a healthy account relationship is built on consistent “rhythm of business” communications and connectivity that unify clients and teams. Our first priority will be to establish this rhythm with you as a foundation for all other account activities and to ensure consistent top management are involved in your business. Our contact and process schedule contain the activities highlighted in the chart above. Quarterly Reviews • 1-day, in-person meeting • Full quarter scorecard assessment • Detail program reports • Budget review • Longer-term planning CLIA Satisfaction Survey Reviews: • 2-day, in-person meeting • CLIAsatisfaction survey findings • Six-month and full-year scorecard assessment • Learnings and best practice review • Long-term planning • Relationship review Weekly Core Team Call • 1-1.5-hour call • Define priorities for the week ahead • Short-term planning Monthly Review • 4-hour, in-person meeting • Scorecard review • Objectives for the coming month • Budget review • Medium-term planning 26
- 27. G. scOpe anD naTure oF agEncy seRviceS
- 28. G. Scope and Nature of Agency Services 1. Media Relations. Describe your capabilities in media relations, special strengths and methods of interacting with the media. The MSLGROUP media team doesn’t allow for complacency. We take an aggressive, proactive approach to getting our clients in the news. We have proven success developing holistic media strategies and working hand-in-hand with media to deliver stories consumers care about. And we have the right team of media experts for CLIA –teammates who know the travel industry. Led by an Emmy Award-winning former ABC News producer, our North American Media Services team of 40+ specialists has cultivated critical one-on-one relationships with the most influential media. That includes top-tier broadcast, print, online, long-lead, business, and tech media across the continent. Our media specialists have a solid understanding of the ever-changing media landscape and new communications trends. Our Services: • Strategy & message development • New product launches • Event and press conference coverage • Media tours • Media training • CEO and C-suite tours to elevate profile of company, brand and executives • Media partnerships for branded content • B-roll, VNR, video editing production • Ongoing news bureau To ensure our clients are always top of mind, we employ real-time news jacking with our always-on “Real Time News Center,” which functions just like a newsroom. Our media specialists work as part of an integrated team with dedicated experts in digital/social; strategy and planning; storytelling and content creation; paid media; and data and analytics to identify trends and create opportunities to insert our clients into popular conversations. We stand ready to tie CLIA’s message into major cultural or broadcast events and amplify naturally occurring brand or industry mentions. We’ll work closely with CLIA’’s marketing team to ensure every idea is filtered against your communication objectives. 28
- 29. G. Scope and Nature of Agency Services 2. Employee Relations. Describe your capabilities in Employee Relations and any special strengths. The MSLGROUP Employee practice builds employer brands, reputations and helps clients get the most from their investment in human capital. We know the employee journey – and its implications to organizational performance and reputation – starts even before someone is hired and continues long after they’ve left an organization, so we develop programs to keep them connected and engaged every step of the way. From employer branding and EVP development, to recruitment marketing and employee engagement, we find innovative and impactful ways to manage your reputation as an employer before, during and after people's association with you. We deploy leading capabilities in strategic consulting; digital and social strategy and activation; and creative multi-channel engagement programs. Our employee practice specializes in engaging internal stakeholders in business strategy, brand delivery and organizational change management. Our mission is to get employees’ heads (thinking), hearts (feeling) and hands (acting) in the game. Crowne Plaza launched a repositioning initiative to elevate the brand globally from its middle-of-the- pack position with business travelers to a a highly differentiated competitor in the business traveler market. MSLGROUP developed a three-year, comprehensive internal communications campaign targeted at frontline employees to educate them on the overall brand repositioning, realign expectations, foster acceptance, drive commitment and cultivate pride and advocacy. After year one, a global communication effectiveness survey of frontline employees showed that 94% are aware of the repositioning, 90% are committed to the repositioning, and 88% are proud to be part of the brand. Traffic to the intranet has increased as much as 23% over the prior month since the launch, with an average of over 8,000 visits and six minutes on site (per visit) each month. 29
- 30. G. Scope and Nature of Agency Services 3. Marketing Public Relations/Product Publicity. Describe your capabilities in this area of activity and any special strengths. Great marketing public relations is great storytelling. And MSLGROUP is the storyteller for some of the world’s most beloved brands, including Proctor & Gamble, the Home Depot, Coca-Cola, Netflix and Nutella. For more than 20 years, we’ve excelled at launching and re-launching brands, products and services to share the stories they want to tell the world. At MSLGROUP, we don’t simply identify your story, we work with you to help shape it so it will connect with the audiences you want to reach and to earn your (re) launch maximum visibility. We apply a special understanding of the market and market opportunity to develop an impactful launch strategy with careful and sometimes elaborate planning. Whether the goal is to drive awareness, increase education or shift perceptions, we will craft the right approach to share your story. This is done sometimes en masse, sometimes one on one, sometimes through digital channels or the voice of an influencer. Regardless, we fuel power word-of-mouth among your target to push them to action. Most importantly, we are nimble - we listen to your audience to will adjust as needed, in real- time, to ensure your story is being told at the right time, to the right people. When the Radisson Blu in St. Martin decided to reopen its doors, MSLGROUP was selected to generate awareness and excitement. Our team drove the promotion strategy across traditional and social channels. We crafted all messaging and announcements around the launch, conducted aggressive outreach to top-tier outlets, executed a FAM trip with key editors across global markets and created content for the brand’s social channels. As a result of our efforts, the re-launch of the Radisson Blu garnered more than 31 million and was secured as the property featured as the TODAY Show’s Kathie Lee & Hoda Fan of the Week giveaway. 30
- 31. G. Scope and Nature of Agency Services 4. Crisis Management. What are your capabilities and special strengths with crisis communications management? We have two powerful words that guide our crisis/issues planning with any brand: be prepared. Crisis mitigation starts with a sound preparedness strategy. First and foremost, cultivating stakeholder relationships ensures there’s enough goodwill to weather a storm (a “deposit” into your reputation savings account). Next, a clear assessment of vulnerabilities drives the creation of a crisis plan. Finally. the plan is tested with real- world scenarios, drills, and real employees as participants. So in the unlikely event that something bad does happen, no stone is left unturned. MSLGROUP works with many of our clients from the C-suite to the customer contact centers and everywhere in between to actively prepare and anticipate issues. With the approach of Hurricane Sandy, National Grid knew they needed to be prepared. MSLGROUP worked with National Grid to create a new emergency response communications processes. We led a three- part training program, set up a war room to finalize plans, and create a proactive storm narrative. This increased digital content and closely linked the preparedness narrative to daily communications required by regulatory agencies. We deployed a team of twelve to work 12-hour shifts on site, distributing daily media messages and participating in multiple daily update calls. Fred Kuebler, director of media relations at National Grid, said MSLGROUP served as a communications “force enabler.” 31
- 32. G. Scope and Nature of Agency Services 5. Specialized Services. Describe any other specialized services or areas of practice your agency offers to its clients, either directly or indirectly through its parent or sister companies, subsidiaries or network of affiliations. MSLGROUP goes deep with niche global practices and 21 specialties (as you saw on p. 25). But we’d like you to consider our world-class solutions in: Influencer Marketing: Harnessing influence is much like trying to hold onto water. It’s fluid and ever-changing. Our approach applies a scalable, always-on framework to figuring out who you need to reach, where you need to reach them, how you can connect with them and how to deploy them on your behalf. To do this we pair our strategic expertise in communications with a robust set of technologies to create data-driven, people-powered programs. The goal is to power word-of-mouth in order to push consumers to purchase and drive the creation of authentic consumer expressions. The best way to drive sales and ROI with influencer marketing is to empower your influencers and advocates like you would your own marketers. At all times. At any scale. Paid Media: Need to focus on a digital and social campaign? MSLGROUP can manage the effort. We house the best of Publicis Groupe’s deep digital traditional/mass media holdings and MSLGROUP’s storytelling under one umbrella. This enables us to capture the power of native advertising as well as paid digital and social channels to amplify an earned message. The result is accelerated distribution that reaches your target using any device in new and exciting ways. Whether you have news of your own or want to be seen as the key source, syndication can augment our efforts. MSLGROUP works with a variety of partners (Contently, Outbrain, SYNND, BuzzFeed, Nativo) to build creative syndication plans. 32
- 33. Content: MSLGROUP creates stories that have meaning and purpose so influencers, media and consumers perk up, listen and care enough to share with someone else. We use data and insights to develop a strategy upfront and optimize along the way as we build communities, create content and develop syndication plans. And, as the world around us evolves with emerging technology, new channels and expanding social platforms, we are the partner who can guide you and help sort out these new opportunities. Social Media: MSLGROUP’s digital practice consists of 400 integrated advisors in North America, Latin American, Europe and Asia. Our global practice leader resides in New York and MSLGROUP’s social solutions include strategy and planning, consulting and marketing, content development and community management, influencer management, digital design and build, mobile application development, and online listening, insights and analytics. Our digital team’s experience in the travel industry is best evidenced in our work for the Government of Mexico. We created MexicoToday.org, a content-rich digital platform which is integrated with nine branded social media channels. Our other work in the category includes content strategy, community management and monitoring for the Mexico Tourism Board and strategic social counsel to Emirates Airlines. The personal experience of our digital team in New York includes Hyatt Hotels, Hilton Hotels and American Airlines. Also, we are part of Publicis Groupe – which means all the exceptional creative, digital and media expertise of our legendary sister agencies (see p.12) can be available to you. MSLGROUP has a long track record of strong collaboration with our colleagues at Leo Burnett, Saatchi, Digitas, Razorfish, Starcom and MediaVest. If you want introductions, the pleasure is ours. If you want best practices, we will bring them to you. G. Scope and Nature of Agency Services 5. Specialized Services. Describe any other specialized services or areas of practice your agency offers to its clients, either directly or indirectly through its parent or sister companies, subsidiaries or network of affiliations. 33
- 34. H. agEncy worK prOcess anD casE stUdies
- 35. H. Agency Work Process and Case Histories 1. Work Process and Practices. Describe your agency’s work process and practices you believe consistently produce effective public relations and product publicity. Measurement + reporting that ties communications work to business priorities and shows ROI. This can include any proprietary tools or approaches. We Live By the Numbers Every engagement has it own tailored measurement plan by activity and objectives that covers the following three pillars Efficiency Metrics Impressions Traffic sources Click through rates Opens Brand sentiment Downloads Coverage Effectiveness Metrics Attitudinal Changes • Awareness • Consideration • Purchase Intent Outcome Variables Behavior Sales Metrics – Tailored to your campaign Data Sources – Data agnostic Social Media • (Facebook, Twitter, Google, YouTube, Brand Watch Public Relations • Cision Big Data • Cookies, breadcrumbs, Efficiency Metrics Effectiveness Metrics Outcome Variables Market Research • Surveys (we can develop tracking programs or use your current trackers) Sales Data 35
- 36. Agency Work Process and Case Histories OK. We have talked a fair bit about our capabilities, special strengths and expertise. Now it is time to see some of our work. SRI asked us for three case studies. So, we are sharing three interesting cases with you: 2. Case Histories. Describe up to three recent examples or case studies reflecting your successes on behalf of your clients. 36
- 37. Creating Awareness and Driving Advance Bookings MSLGROUP is U.S. PR AOR for Emirates, which includes Emirates Airline, as well as its Emirates Skywards frequent-flyer program, the SkyCargo freight division, the Arabian Adventures destination- management company and air-services provider data. We deepen relationships with affluent consumers, manage corporate reputation and provide crisis planning in Emirates’ top two markets – the US and India – as well as Canada, Japan and several European markets. Our communications and content have helped increase the global passenger load for the world’s most valuable airline brand. Recently, MSLGROUP launched the airline’s Boston route with an integrated PR and social campaign, leading to sold out flights. ACTIONS • Produced an inaugural flight event at Boston Logan international airport, as well as a celebratory gala • Key moments including speeches by the Governor of Massachusetts, performances by America’s Got Talent fan favorite, iLuminate and international superstar, Enrique Iglesias • Created content for a scavenger hunt sweepstakes that featured Boston-based influencers to create 15-second Instagram videos delivering weekly clues • Hosted a live Google Hangout interview with Emirates’ President, Sir Tim Clark and the Wall Street Journal, the first for the brand. RESULTS • Earned more than 110 million media impressions in the U.S. alone. Coverage with top media outlets included The Wall Street Journal, The Boston Globe, The Boston Herald, Detroit News, The Detroit Free-Press, WBZ-TV, NECN, The Associate Press etc. 37
- 38. Repositioning an Iconic Brand MSLGROUP delivered strategic counsel to guide Carlson Rezidor Hotel Group through its repositioning in support of the AMBITION 2015 global growth strategy. This encompassed the revitalization of the Radisson brand globally, including the introduction of Radisson Blu to the U.S. as well as elevating consumer awareness of Carlson and its brands. ACTIONS • Increased brand awareness amongst business travelers though securing key placements for Carlson executives in business media outlets including CNBC, Fox Business, The Wall Street Journal and the Financial Times • Provided on-site support during key global hospitality conferences including The Americas Lodging Investment Summit, International Hotel Investment Forum, World Travel and Tourism Council • In an effort to increase occupancy numbers, we developed an aggressive consumer media outreach plan and generated consumer awareness of Carlson’s properties in the U.S. • Secured executive briefings with key hospitality trade publications including HOTELS, Hotel Business, Hospitality Design and Lodging Hospitality RESULTS • Garnered more than 615 million media impressions • More than $206 million in ad value 38
- 39. Changing Perceptions through MexicoToday.org MSLGROUP is global AOR for Tourismo Mexico, where we are increasing consumer travel to Mexico’s amazing destinations from its biggest source of travelers- the US and Canada – as well as a dozen key global markets. We also promote Mexico’s economy, sustainability, infrastructure and culture. Our assignment includes managing crisis communications —including the H1N1 (“swine flu”) scare and issues related to the country’s war on drugs. In addition to this work, we’re also the agency that is working closely with the government of Mexico to change mainstream perceptions about the country held by Americans and Europeans. To address misperceptions, MSLGROUP presented the idea of an external branding initiative focused on digital and social media, built around four main themes: economy, sustainability, infrastructure and culture. ACTIONS • Designed and built MexicoToday.org, a digital platform that promotes a positive image of Mexico through engaging content and visual storytelling. The robust site engages audiences through nine branded social media channels, which we also maintain and creates a personalized experience for registered users. RESULTS • Within eight months, we produced more than 6,000 blog posts, 403 MexicoToday articles, 98 videos, 810 tweets, and 26 social media releases. • The campaign has 5,395 total Twitter followers, and reached over 1,256 bloggers. • Since the beginning of MexicoToday’s online presence 13,930 pages were indexed, 14,513 search phrases have been used, 9,457 total incoming links were created, 1,654,767 total search engine result page impressions occurred, and 102,871,607 total campaign impressions occurred. 39
- 40. I. agEncy fiNanciaL stAnding, poLicieS and prActiceS
- 41. I. Agency Financial Standing, Policies and Practices MSLGROUP has a 75 year history of strong financial performance, steady growth and strategic acquisitions. Our current balance sheet and the balance sheet of our parent, Publicis, is healthy. CLIA should know that while we maintain an efficient and relatively flat organization, we have bench strength and plenty of talent at the ready to meet your communications and account needs. MSLGROUP is a financially stable partner, who in fact, is seeking to grow through more strategic acquisitions. So our national and global practices, our pool of talent, our bench strength and our geographic footprint – in and outside the U.S. - will be growing in the near future. For your convenience, we have provided the key figures (in Euros) from the 2013 Publicis Groupe Annual Financial Report . The full report can be found by clicking the following link: http://publicisgroupe.com/#/en/relations 1. History of Profitability. Without going into financial details, what is your agency’s history of profitability? How would you characterize your current balance sheet? 41
- 42. I. Agency Financial Standing, Policies and Practices We pass through costs for OOPs – typically travel, production, fabrication, event space leasing, media buys, etc. We treat your budget as if it were our own. We make prudent choices on all cost decisions and offer the scale and purchasing power of Publicis Groupe, which can help in many cases find quality third party solutions at highly competitive rates. 2. Fee Schedule. What is your current fee schedule by department by position for staff services? List any other fees, mark-ups or charges a prospect should know about. MSLGROUP North America Rates Title Per Hour Managing Director $375.00 Senior Vice President $325.00 Creative Director $300.00 Vice President $300.00 Senior Account Supervisor $235.00 Senior Art Director $235.00 Account Supervisor $225.00 Art Director $225.00 Senior Designer $225.00 Senior Account Executive $200.00 Account Executive $180.00 Associate Account Executive $150.00 Account Associate $115.00 Graphic Designer $115.00 Production Manager $115.00 42
- 43. I. Agency Financial Standing, Policies and Practices 3. Contractual Arrangements. To what extent do you work on a project basis with your clients? Retainer basis? Pro bono work? Do you have a minimum retainer fee? Do you have any exceptions to this policy? We tend to work most often on a retainer basis, particularly in AOR assignments or if we are on a roster of agencies and assigned to handle a specific scope of work. We do not have a minimum retainer fee. As you would expect, we also manage plenty of project-based work. Sometimes, we agree to handle a series of projects. Sometimes, we manage projects for out of scope work. Sometimes, great ideas emerge and our clients want us to implement. In project-based scenarios, all costs are estimated in advance and detailed estimates of our staff time and OOP expenses are provided. In general, our pricing is based on the hourly billing rates of the professionals doing the work. We track time spent on a project or assignment in an electronic time entry system. At the end of each month, we issue an invoice. Accompanying the invoice is an activity report and a comprehensive budget tracker that details fees and OOP costs. Please know that we are flexible. We understand CLIA is looking for best-in-class agency partners and there hasn’t been a specific scope of work or project(s) identified yet. We have a strong passion for your brand and are happy to discuss financial arrangements, making sure they suit CLIA’s needs. 43
- 44. K. reFerenceS
- 45. K. References 1. Client references. Please provide six client references a new business prospect might speak with about the effectiveness of your public relations work and the excellence of your account service. Mexico Tourism Board Ivan Martinez-Vega Deputy Director for Public Relations in North America (212) 308-2110 x102 imartinzed@visitmexico.com Ferrero USA – Nutella Eric Berger Senior Brand Manager Eric.berger@ferrero.com (732) 764-2740 P&G Personal Health Care Michelle Vaeth Associate Director, Communications (513) 622-4727 Vaeth.mj@pg.com 45
- 46. MslGroup – a pArtneR ideAlly SuiteD With The eXpertiSe, expeRiencE and ResouRces To wrIte tHe neXt chApter of Clia and Tell A new storY aboUt crUising. foR morE infOrmatiOn, pleaSe coNtact: reNata hoPkins svp, trAvel spEcialtY leaD 646.500.7927 renaTa.hoPkins@MslgroUp.coM