1. From San Diego, to Dublin, to Seoul, to Mumbai, our global team helped GSK pave the way
to educate healthcare experts on the benefits of quitting smoking using nicotine replacement
therapy (NRT) by sharing new data to help tell their story at global scientific symposiums.
The meetings served as a platform to announce GSK’s move to increase the availability
and accessibility of its NRT products and form hundreds of new relationships with
healthcare experts worldwide.

2. Abreva wanted to drive the conversation on kissable lips in time for “the” kissing holiday, Val-
entine’s Day. We enlisted a kissing expert that offered a timely and entertaining context to talk
about what otherwise might be a sticky subject -- cold sores. Media outreach encouraged con-
sumers to visit the Abreva Web site and send a virtual kiss. Come Valentine’s Day, we garnered
500 branded stories and 55 million media impressions. Abreva saw a 400% increase in Web
site traffic and a sales increase during that week, results that were attributed solely to PR.

3. To help GSK keep the topic of quitting smoking with nicotine replacement therapy relevant, our
team engaged high-profile influencers including Melissa Rivers, Kendra Wilkinson, Judd Nelson
and Steve-O, during a pre-Oscar celebrity event with technology that aged a person’s face as a
smoker vs. non-smoker, to help bring to life the impact of smoking on a person’s body and
position GSK’s Nicorette whitening gum as a solution to help people quit smoking and
improve a person’s appearance.

4. Acid erosion in children’s teeth is a prevalent and irreversible problem, but awareness of the
issue remains low. A consumer awareness campaign helped introduce Sensodyne ProNamel
for children as a new solution to protect teeth from cavities and acid erosion. We surveyed
mothers nationally on their acid erosion awareness, demonstrating that parents need to be better
informed of the emerging issue. A national media blitz with a well-known pediatric dentist who
met with top parenting magazines and national news stations, helped tell the story. The program
garnered 30 million impressions.

5. We helped position the Breathe Right nasal strip as a simple solution to a very disruptive
condition – snoring – by educating consumers about how snoring impacts relationships in the
award-winning “Stick it to Your Snorer” awareness program, which garnered 52 million
impressions, lifted promotional units sold by 37% and increased Web site traffic by 356%.