A presentation of Euro RSCG Worldwide PR, a PR & Coporate Communications division of Euro RSCG Worldwide network

1. An Introduction to Euro RSCG Worldwide PR
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2. Euro RSCG Worldwide PR - Part of the Euro RSCG
Worldwide Network
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3. An Overview of Euro RSCG Worldwide PR
_ Headquartered in Paris with a strong established network across 28 wholly
owned agencies in 15 countries
_ Extensive experience in creating and managing PR programmes for a wide
range of clients of all sizes globally
_ Best Corporate Communications Agency in Europe (Holmes Report)
Laurent Habib
Euro RSCG WW PR
_ Ranked #1 in France and Israel, top 3 in Poland, top 5 in Germany, Finland and
The Netherlands, and the only specialised corporate communications agency in
the Middle East
_ In the UK, winner of the Campaign of the Year 2007/08 (PR Week) and voted
PR Firm of the Year 2008 (Hedgefund Journal Awards)
_ Winner of Best Communication Case in France and Benelux (European
Excellence Awards 2008)
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4. Global Coverage
North America:
New York, San Francisco, Europe:
Los Angeles, Pittsburgh, Prague, Czech Republic; Helsinki, Finland; Paris, France;
USA Düsseldorf, Frankfurt, Hamburg, Germany; Milan, Rome, Italy;
Rotterdam, Netherlands; Warsaw, Poland; London, Edinburgh,
Manchester, U.K.
Middle East:
Tel Aviv, Israel; Beirut,
Lebanon; Dubai, U.A.E.
Asia Pacific:
Sydney, Canberra,
Melbourne, Australia;
Bangalore, Mumbai, New
Delhi, India; Manila,
Philippines
1,200 pr & corporate experts. 15 countries. 28 offices.
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5. Global Coverage – Euro RSCG WW PR and Affiliates
North America:
New York, San Francisco, Europe:
Los Angeles, Pittsburgh, Prague, Czech Republic; Helsinki, Finland; Paris, France;
USA Düsseldorf, Frankfurt, Hamburg, Germany; Milan, Rome, Italy;
Rotterdam, Netherlands; Denmark, Sweden, The Nordics;
Warsaw, Poland; Madrid, Barcelona, Spain; London,
Edinburgh, Manchester, U.K.
Middle East:
Tel Aviv, Israel; Beirut,
Lebanon; Dubai, U.A.E.
Asia Pacific:
Sydney, Canberra,
Melbourne, Australia;
Shanghai, China; Bangalore,
LATAM: Mumbai, New Delhi, India;
Mexico City, Mexico; Lima, Peru; Manila, Philippines
Panama, Panama; Buenos Aires,
Argentina; Caracas, Venezuela;
Bogotá, Colombia; Montevideo,
Uruguay; Quito, Ecuador; La Paz,
Bolivia; Brasilia, Sao Paulo, Rio de
Janeiro, Brazil; Santiago, Chile
1,500 pr & corporate experts. 29 countries. 49 offices.
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6. Top 10 Global Network
Agency Name Agency HQ
1 Fleishman-Hillard USA
2 Weber Shandwick USA
3 Edelman USA
4 Burson-Marsteller USA
5 Hill & Knowlton USA
6 Ketchum USA
7 Ogilvy Public Relations USA
8 Porter Novelli USA
9 Brodeur Pleon Worldwide USA/Germany
10 Euro RSCG Worldwide PR France
11 Manning Selvage & Lee USA
12 Publicis Consultants France
13 GolinHarris USA
14 GCI Group USA
15 Waggener Edstrom USA
16 Ruder Finn USA
17 Cohn & Wolfe USA
18 APCO Worldwide USA
19 Financial Dynamics U.K.
20 Text 100 USA
Source: The Holmes Group, July 2007
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7. Our Key Clients
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8. Our Capabilities
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9. Global Leader in Financial Communication
Source: The Holmes Group, 2007
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10. Global Leader in Corporate Communications
Source: Mergermarket, 2009
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11. North American Leader in Corporate Communications
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12. Best Corporate Communications Agency in Europe
Source: Strategies, May 2008
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13. Winner of PR Campaign of the Year UK
Source: PR Week, 2008
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14. Named French PR Consultancy of the Year 2009
(Source: The Holmes Report 2009)
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15. Recognised Talents
_ 2008 European Consultancy of the Year
_ 2008 Baltic Region Award (Volvo C30 Launch in Poland)
_ 2008 Best Communication Case France (INPES)
_ 2008 Best Communication Case Benelux (World Whisky Index)
_ 2007 Financial Consultancy of the Year
_ 2007 Best Campaign of the Year – Grand Prix
_ 2007 Best Corporate & Business Campaign
_ 2007 Best Financial Communications Campaign (Mittal Steel bid for Arcelor)
_ 2007 Best European PR program (Mittal Steel bid for Arcelor)
_ 2007 European Communications Awards for best M&A communications in Europe
_ 2006 Best European Financial Communications Campaign
_ 2006 Benelux Consultancy of the Year
_ 2006 Financial Consultancy of the Year (AMO network)
Source: Sabre Awards/Holmes Report, 2006- 2008 & European Excellence Awards
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16. And Recognised Thought Leadership
_ Brands in Recession (2008)
_ Role of Corporations in Today’s Society
(2007)
_ Opinion Leaders – The new generation of
corporate, finance, media and influencers
(2006)
_ E-influence (2006)
_ Corporation in Crisis and the Media – The
Misunderstanding (2005)
_ The Common Values of Europeans (2005)
_ Opinion Leaders – The Society of Mistrust
(2004-2005)
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17. A Multi-Discipline Network
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18. 10 Global Practices
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19. A network expert at consumer and brand
PR…
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20. Totally London
Showing the world London’s green spaces
Brief
_ Promote to the world at large, London’s green spaces
Strategy
_ Maximise coverage with a large scale event in a high profile location and amplify campaign
through image and content-led assets
Implementation
_ Transform Trafalgar Square into a park
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21. Totally London
Showing the world London’s green spaces
Results
_ PR value measured at £11,106,869, with 925,971,000 total opportunities to see and return
on spend of 2777:1
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22. Levitra
Breaking out of a ‘me-too’ positioning
Brief
_ Rapidly increase brand-name recognition of Levitra by consumers globally and establish a
clear, differentiated positioning against the category generic Viagra
Strategy
_ Develop a global PR campaign to simultaneously launch across multiple channels based on
the insight that female partners play an increasing role in the diagnosis and treatment of ED
Implementation
_ The campaign featured Jerry Hall as the global ambassador – the first time a woman has led
an ED awareness campaign
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23. Levitra
Breaking out of a ‘me-too’ positioning
Results
_ The global campaign was described by the brand director as Bayer’s most successful
initiative in its 250 year history with sales exceeding category growth and client targets by
15-34%
_ Media impressions for Levitra far exceeded Viagra and Cialis, with 1 billion media mentions
in the month post launch alone
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24. L’Oreal – Vichy
Launching in the US market
Brief
_ Support strategic plan to launch Vichy, a L’Oreal skincare brand in the US market
Strategy
_ Focus on the importance of skin health as a first step in overall health
Implementation
_ Hosted national media launch event in Rockefeller
Center in NYC
Results
_ Within 6 months of launch, we generated over
390 million media impressions for Vichy - achieving
an 11% share of voice in the media (equal to
established competitor brand Olay)
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25. Sears
Don’t just give a gift, grant a wish
Brief
_ Use disruptive tactics to make the Sears brand ‘pop’ and gain share of voice in a cluttered
holiday marketplace
Strategy
_ Bring back the Sears ‘Wish Book’ after a 14 year hiatus, and create a 360° program, led by
PR, to encompass advertising and promotions
Implementation
_ Launched a larger-than-life Wish Book (30 ft.) in Times Square and The Trump Tower with
teams of holiday “Wish Makers” distributing Wish Books in the top five Sears markets
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26. Sears
Don’t just give a gift, grant a wish
Results
_ Increased sales noted over Q3 - Black Friday spike in sales
_ Garnered over 260 million impressions in key media outlets such as CBS The Early Show,
ABC’s The View, Redbook Magazine, Wall Street Journal, New York Times, and MSNBC.com
_ Reached an additional 30,000 target consumers with the Wish Maker program in the key
markets and allowed for one on one dialogue with target Sears customers
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27. Lacoste
Moving to a lifestyle positioning
Brief
_ Shift perception of Lacoste in India from a Polo brand
to a lifestyle brand
Strategy
_ Engage a high-profile Indian celebrity to champion
Lacoste’s new image
Implementation
_ We secured Karan Johar, India’s leading film director,
and a cutting edge trendsetter, to model the Autumn
Winter 07 collection for L’Officiel, India’s leading high
fashion and luxury magazine
Results
_ Branded editorial coverage of the shoot appeared over
three successive issues of the magazine which
generated great mileage
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28. British Army
The Expedition
Brief
_ Raise media excitement and build army reputation for ‘The Expedition’
Strategy
_ Maximise coverage by providing constant information flow from the team on Everest
Implementation
_ 24 hour broadcast feeds from the mountain were packaged, transmitted and sold into
broadcast media
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29. British Army
The Expedition
Results
_ An exclusive partnership with Sky News yielded 200 news items worth close to £1m
_ The campaign achieved a media reach of 354 million - 6 hits per UK consumer, and 55%
awareness amongst the entire UK population with 94% positive media coverage
_ 30,000 enquiries were made about a career in the Army
_ PR Week Gold Award – Campaign of the Year 2007
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30. French Presidency of the European Union
Celebration
Brief
_ Celebrate France’s Presidency of the European Union
Strategy
_ Use one of France’s most well known and powerful
monuments
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31. A network that believes that content and
entertainment will drive the future of brands…
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32. Ben & Jerry’s
Sundae on the Common
Brief
_ Generate exposure for the brand across the summer with a series of PR splashes
Strategy
_ We developed a brand experience platform - an event that could contain the complete brand
essence and bring it to life
Implementation
_ We created a music festival ‘Ben & Jerry’s Sundae on the Common’
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33. Ben & Jerry’s
Sundae on the Common
Results
_ In 2008 total PR value was measured at £2.8million with over 50 million total opportunities
to see. ‘Sundae on the Common’ is now in its 5th year.
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34. Paris 2012
The Olympics come to Paris
Brief
_ Raise awareness of the Paris 2012 bid
Implementation
_ Literally re-create The Olympics for the day along
The Champs-Elysées
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35. Paris 2012
The Olympics come to Paris
Results
_ 1 million spectators, 2000 paid staff, 700 volunteers and
150 world champions
_ More than 300 articles, 15 hours of TV coverage broadcast
in 60 countries and over 90 TV channels
_ Won a Gold Media Cannes Lion
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36. Motorola
Red Square
Brief
_ Raise awareness for Motorola’s association with the charity initiative – Red, and the launch
of the red MOTOSLVR handset
Strategy
_ We took the then hottest music act of the moment – Scissor Sisters – and developed a live
music event
Implementation
_ Trafalgar Square was transformed into Red Square, for
one night only
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37. Motorola
Red Square
Results
_ 155,000+ applied for tickets via SMS mechanic achieving a capacity sell-out of 16,000
_ Consumers all wore red clothing for the event
_ 4,000+ Bluetooths broadcast on the night - 25% of the capacity
_ A TV show was broadcast on the same night as the event on Channel 4 and has since aired
4 times – the audience currently stands at 1.4 million.
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38. A network skilled at managing the most
critical moments in a company’s life…
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39. Major Financial Operations
Acquisition Demerger/ Spinoff
IPO IPO Acquisition of of beverages unit
proposal IPO
Arcelor
IPO
Hostile Continental/
acquisition of Acquisition Acquisition
Merger Delta merger Acquisition
Sanef Orascom Media &
Alcatel Lucent proposals proposal
Broadcast
Acquisitions
Merger Acquisition of VUP +
IPO Acquisition by BNL (Italy) Warner Acquisition
PPR NYSE / Foncia
Euronext Publishing
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40. Alcatel-Lucent
The merger of equals
Brief
_ Develop a global communications strategy surrounding the announcement of the merger,
and manage post-merger integration communications
Strategy
_ Create positive energy around a merger that had previously failed and was under huge
national scrutiny
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41. Alcatel-Lucent
The merger of equals
Implementation: A 360° approach
Corporate advertising Financial communication Internal communications program
roadshows including “day one breakfast” in
all offices around the world
Intranet/Change management Press relations and public affairs Crisis management
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42. Crisis Management
McDonald’s fight
against José Bové and
anti-american 3 profit warnings in
Avian flu crisis a year
sentiment
Company value down
30% after US senators
Crash of the Roissy cancelled the Sodexho
T2E Airport terminal 2003 August US army contract during
heatwave crisis the first days of the Iraq
war
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43. McDonalds
Using a crisis to build a corporate image
Brief
_ Ensure McDonalds in France was not made the
scapegoat for anti-American sentiments amidst
the tensions of the WTO negotiations in Seattle
Strategy
_ Frenchify McDonald’s by showing that McDonald’s
France makes all its purchases from French
producers and chooses to be measured by French
food safety criteria
_ Launch of the ‘Made in France’ campaign
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44. McDonalds
Using a crisis to build a corporate image
Implementation
Corporate advertising campaign In restaurant marketing with Presence at the major
educational posters French Agricultural Fair
‘Transparency days’ – behind the Corporate PR Product PR for new
scenes at McDonald’s healthy eating range
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45. Microsoft
Windows Vista
Brief
_ Fight back against the early poor reviews of Windows Vista
Strategy
_ The plan was divided into 3 phases – buzz, B2B and B2C
Implementation
_ Final grand public launch at the Arc de Triomphe, attended by 201 journalists
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46. Microsoft
Windows Vista
Results
_ 281 media impressions, with 45 TV mentions, 66
radio mentions, 70 press articles and 100 online
articles
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47. Corporate Global Brand Strategy
Building the Reputation Accompany the M&A Turning the French
of the Leader of Nuclear and the Creation of Electricity Institution into
Energy BNP Paribas a Global Energy Brand
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48. Corporate Global Brand Strategy
Airbus
Brief
_ Transform a European B2B organisation into a
leading global brand
Strategy
_ Move to unified branding through a new corporate
design
_ Market Airbus directly to the end user – the frequent
flyers
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49. Corporate Global Brand Strategy
Airbus
Implementation
Unified global brand and new Unified Publishing across Corporate advertising
corporate guidelines corporate, consumer and campaign
technical
The launch of the A380 Ongoing press Internal employee
the biggest aircraft in history management communication
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50. Euro RSCG Worldwide PR
Individual Office Snapshots
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51. Abernathy MacGregor Highlights
Source: 2008 Full Year M&A Review
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52. Euro RSCG C&O Financial Communication Highlights
IPO Hostile
IPO IPO IPO acquisition of IPO
and delisting Sanef
IPO
Acquisition of Merger Caisse
BNL (Italy) Acquisition Acquisition
Merger of Epargne / Acquisition
Orascom Media &
Alcatel Lucent Banque Beni Stabili
Populaire Broadcast
Friendly take Acquisitions
over of Acquisition VUP +
Geodis Merger Acquisition
Share price NYSE / BNL Italie Warner Foncia
remaining Publishing
guarantee Euronext
Shares
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53. The Maitland Consultancy Highlights
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54. Thank you
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