Robert Phillips, CEO of Edelman EMEA, presentation at the 2011 ICCO Summit on the role of Trust

1. WHO DO WE TRUST?
Robert Phillips
President & CEO Edelman EMEA
Edelman

2. TEN YEARS OF TRUST DATA
Business more
U.S. companies trusted than
in Europe suffer Trust protects
government reputation
trust discount and media
Business must
“A person partner with
Earned like me” government
media more emerges as to regain trust
credible credible
Rising than spokesperson
Influence of advertising Trust is now
NGOs Young an
influencers essential
Trust shifts line of
Fall of the from have more
trust in business
celebrity “authorities”
CEO to peers business
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

3. TRUST PROTECTS REPUTATION
When a company When a company
is distrusted
is trusted
57%information
negative
will believe
after hearing it
1-2 times 51%
will believe
positive information
after hearing it 1-2
15% times
25%
will believe will believe
positive negative
information information
after hearing after hearing
it 1-2 times it 1-2 times

4. celebrate complexity

12. TRUST IN GOVERNMENT IS HIGHER IN
RUSSIA & CHINA THAN US & UK
90%
80%
70% 72%
60%
50% 46%
39%
40% 37%
30%
20%
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

13. TRUST IN INSTITUTIONS
90%
80%
70% 63%
63% 55%
60% NGOs
59% 54%
45% 46%
50% BUSINESS
46%
36%
43% 46% GOVERNMENT
40% 40%
31%
30% 38%
30% MEDIA
27%
20%
2008 2009 2010 2011

14. “Here is the fact of the age. People
believe nothing. They believe
everything is spin and lies. When
people believe nothing, they believe
anything”
Peggy Noonan

17. SHARED VALUES
PAYS DIVIDENDS
70% 65%
69% ENERGY COMPANY
65% FOOD & BEVERAGE
COMPANY
58%
60% 61%
53% 56% RETAIL COMPANY
55%
50%
45%
40%
2009 2010 2011

18. Profit Needs Purpose

20. 70%
NGOS ARE TRUSTED
60% 59%
54%
52% 53%
48% 53%
50%
40%
36%
31%
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011

22. SIX MACRO TRENDS
1. Shift from Shareholder to a Stakeholder Society
2. The oscillating fortunes of Governments
3. The continued rise of Civil Society & Citizenship
4. The continued dispersion of authority
5. Transparency & Accountability
6. The convergence of everything

23. celebrate complexity

24. MEANINGFUL.
CONTINUOUS.
PARTICIPATION.

25. transparency
Treats employees well
quality
employee welfare
HIGH QUALITY
TRUST products or services
TRUST
to investors
financial returns
consistent
Delivers
services & ideas
innovator of
new products,
Communicates FREQUENTLY &
HONESTLY on state of its
business
GOOD CORPORATE CITIZEN
A COMPANY I CAN TRUST
prices its brands fairly & competitively
transparent & HONEST business practices
HIGHLY-REGARDED & widely ADMIRED top leadership