CLIA presentation

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

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

A. agEncy poSitioniNg,
viSion anD phIlosophY

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

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

B. agEncy stRengtHs, spEcial
exPerieNce anD keY acHieveMents

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

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.
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

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

C. agEncy hiStory, owNershIp,
cuRrent siZe anD keY emPloyeeS

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

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

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

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,
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,
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

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,
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,
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,
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.
5. Key Executives. Provide a short, one-paragraph biography of your office’s key executives and
their current roles in your organization.
NorthAmericaSpecialtyLeadershipTeam
15

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

D. agEncy clIents,
acCount gaIns anD loSses

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

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

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

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

F.agEncy orGanizAtion, seRvice coNcept,
anD toP maNagemenT paRticiPatioN

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

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

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

G. scOpe anD naTure
oF agEncy seRviceS

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

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

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

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

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

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.
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

H. agEncy worK prOcess
anD casE stUdies

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

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

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

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

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

I. agEncy fiNanciaL stAnding,
poLicieS and prActiceS

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

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

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

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

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

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