Czech CFA Society Proposal for cooperation

► Association with established, globally recognized organization, promoting the highest standards

of ethics and professionalism in the financial world

► Access to top financial industry professionals in CR and Slovakia – 127 society members and

440 candidates

► Promotion via our events that have been established among the top financial related events in

CR

► Key highlights of our events:

► High profile international and local speakers

► Among the event attendees are: top management representatives of banks, investment and

asset management companies, major corporations and CNB

► Various profiles of our events and various audiences: access to influential industry

executives as well as young entrants to the industry

► High media recognition and PR visibility

► CT24, CRo Radiozurnal, Ekonom, HN and iHNed.cz – our media partners

Opening Summary

Highlights for potential partners

1. About CFA Institute

2. About Czech CFA Society

• Member & Candidate Demographics

3. Our Events

• Forecasting Dinner

• Charter Warding Ceremony

• Research Challenge

• Other events

• Event Plan 2012 – 2013

4. Sponsorship Opportunities

5. Appendix

• Media Monitoring

• Advertisement Campaigns

Preview

CFA Institute mission

► Global, not-for-profit association of investment professionals

► The mission: “To lead the investment profession globally by promoting the highest standards of ethics, education and professional

excellence for the ultimate benefit of society.”

► Administers the Chartered Financial Analyst (CFA) Program and awards the world-wide prestigious CFA designation

► www.cfainstitute.org

Current situation ► 60+ years tradition

► More than 100.000 members from 137 countries across the world and over 200.000 candidates from 167 countries

► The membership has grown more than fivefold across the world since 1990, when CFA Institute had 15.000 members mostly in the US

► Growing membership in Asia and Europe in particular

► Headquarters in Charlottesville, representative offices in Hong Kong, London and New York

About CFA Program ► The CFA Program is understood as a benchmark of the highest professional excellence and ethical standards on a global basis

► The CFA designation is one of the most prestigious and respected designation in the investment and financial industry globally

► Described by the Economist as “the gold standard” and as a “passport to a career in international finance” by the Financial Times

► to earn the CFA charter: successful pass of three exams during the minimum of three years, four years of relevant work experience

and adherence to strict ethical standards is necessary; only 1/5 of enrolled candidates completes the program (excluding no-shows)

► Topics examined include ethics and standards of professional conduct, investment analysis and valuation, economics and portfolio

management

► More than 95.000 investment professionals has earned the CFA Charter since 1963

About CFA Institute

CFA Institute is one of the leading, globally recognized organizations in the investment industry.

The CFA designation is understood as an equivalent to the prestigious MBA degree in finance.

Who we are ► Not-for-profit member organization of CFA Institute; winner of CFA Institute 2012 Award of the Most Outstanding Society by size and

2009 Revitalization Award

► Successfully serving CFA charterholders and CFA Program candidates locally since May 2002

► Promoting the highest professional and ethical standards in the Czech investment industry

► Providing a networking platform for the financial community in the Czech Republic

► www.czechcfa.cz

Members’ profile ► Currently 127 members and over 400 registered candidates*

► Candidates typically at entry-level positions to financial industry, CFA charterholders hold mid to senior level executive positions

Czech CFA Society Board of Directors

► Marek Jindra, CFA, FCCA, President – Partner at Ernst & Young

► Jan Brázda, CFA, Vice President – Senior Manager at PricewaterhouseCoopers

► Jana Jandová, CFA, Treasurer – Senior Manager at Deloitte

► Olga Kuiper, Member – previously Senior Relationship Manager at Citibank

► Martin Fischer, CFA, Member – Proprietary Trader

► Matěj Turek, CFA, Member – Manager at Ernst & Young

► Lubomír Vystavěl, CFA, Member – previously Director and Head of Equity Markets at ING Commercial Banking

Advisory Committee of Past Presidents

► Lukáš Brych, CFA, FCCA, Past President – Executive Director at Bonus Group

► Michal Mares, CFA, Past President – Partner at NBFA

► George Formandl, CFA, Past President – Partner at Enercap

► Tanweer Ali, CFA, Past President – Professor at the New York University in Prague

Executive Director: Petra Roberts, CFA – Regulatory Compliance Consultant and Managing Partner at Roberts & Co

About Czech CFA Society

We have a solid track record in reaching our target community and organizing high profile events.

* Data as of July 2012. Registered candidates are those candidates who have registered for the CFA Program but who may not be currently enrolled for an upcoming exam.

Member Demographics*

The Czech CFA Society has over 120 members, about 90% of whom hold the CFA Charter

* Data as of June 2012

Members by country of ordinary residence

Czech Republic 93

Slovak Republic 21

USA 5

United Kingdom 4

Switzerland 1

France 1

Belgium 1

Sweden 1

Total 127

Total paying members 127

Charterholders 119

Candidates 8

Member Positions

Senior Management 39

Consulting, Analysts,Associates, etc.28

Executives 27

Middle Management 14

Portfolio Management 14

Academia 1

Top employers of members

ISCS

ING Bank N.V.

Ernst & Young

Komercni banka

Deloitte

PPF

Candidate Demographics*

Czech CFA Society has over 400 candidates, vast majority is directly reachable in the Czech Republic.

• Data as of July 2012

Candidate PositionsExecutives 14

Senior Management 28

Middle Management 49

Portfolio Management 17

Consulting, Analysts,Associates, etc. 211

Candidate DemographicsCzech Republic 442

Slovak Republic 3

USA 2

Hong Kong 1

Latvia 1

Top Employers of CandidatesErnst & Young 33

Ceska Sporitelna/Erste Group 27

CSOB 19

Deloitte 18

PricewaterhouseCoopers 17

PPF a.s. 16

ING Group 11

CNB 11

KPMG Czech Republic 10

Citibank 10

Raiffeisenbank 8

J&T 7

Atlantik 7

GE 7

CEZ 7

Telefonica 7

Wood & Co 7

Our Events

Forecasting Dinner (1/4) Event characteristics

► The society’s flag ship event which celebrated its 10th anniversary in 2012. Held since 2003; typical timing: February

► The event has been held for the past 9 yrs* under the auspices of the Governor of the Czech National Bank, in the premises of CNB

► Target audience: senior representatives of Czech banks, investment and AM companies, major corporations, senior representatives of

CNB and selected Ministries, with many attending repetitively

► The program of the event:

► Welcome drink

► Opening speech by CNB Governor

► Usually two to three presentations by top Czech, European and global speakers on the future development of the global financial

markets or the economy

► A short word by the Society’s President, recognition of the Research Challenge winning team and awarding of the ‘crystal balls’

to the speakers

► Formal (seated) dinner is served between the presentations

► Followed by informal wine-tasting and further networking opportunity in the foyer

What is in it for our sponsors ► The venue, international speakers and VIP attendees make the event a “must do” in the Czech financial community

► Attendance: 200 people, in the last years the event was fully sold out 1 week before the event date

► Recognition of the event’s sponsors:

► sponsors’ logos in all promo materials – advertisements in Ekonom (3 weeks), HN (week ahead), iHNed (three-week campaign);

Fleet Sheet and Final Word (three weeks) plus electronic and printed invitations distributed to nearly 1000 professionals

► sponsors’ logos displayed on the main banner at the stage behind the speaker table; banners at foyer of the venue

► Sponsors recognized during the welcome speech + sponsors’ marketing materials (sponsor tables at the foyer, promo gift bags)

► Free VIP tickets - up to a whole round table at the main venue (10 seats) for the sponsor’s representatives and VIP clients

► Media attention including a live broadcast or report by CT24; interviews with speakers; two round tables of key media representatives

► CT24, CRo Radiozurnal, Ekonom, HN and iHNed.cz – the event’s media partners

► A press release with sponsors recognition is distributed to all major media by a PR agency (Donath Business & Media)

* The first inaugural Forecasting Dinner in 2003 was held under the auspices of the Securities Commission

Highlights from the 10th Anniversary Forecasting Dinner 2012 ► 2012 speakers:

► Mr Miroslav Singer, Governor of the Czech National Bank

► Mr Willy Kiekens, Executive Director of International Monetary Fund

► Celebration of the Czech CFA Society’s 10th Anniversary

► Mr Nitin Mehta, CFA, Managing Director for EMEA, CFA Institute

Our Events

Forecasting Dinner (2/4)

Quotes: ► Miroslav Singer, CNB Governor: “From an economist [and financial professional] point of view Forecasting

Dinner is one of the most interesting events held in Prague every year”.

► Willy Kiekens, IMF Executive Director: “The CFA Forecasting Dinner is probably the best attended get-

together event for financial sector professionals in Prague”.

► FD participants: “Brilliant and interesting speakers”; “Very valuable evening”; “Classy and well organised.”

► Society sponsor, ING Investment Management, Miloš Filip, Member of the Board: "CFA Forecasting Dinner

is the best financial professionals mixer event in Prague and we are proud to sponsor it."

Speakers from past events ► In previous events, the opening speech was held by Mr Zdenek Tuma, former Governor of Czech National Bank

► Mr. Jan Švejnar, Professor at University of Michigan and Chairman of CSOB Supervisory Board

► Mr. Johan Van Gompel, Head of the Economic Research of KBC Asset Management in Brussels

► Mr Karel Dyba, Ambassador of the CR to OECD

► Mr. Ludovít Ódor, Member of the Board, National Bank of Slovakia

► Mr. Mark Cliffe, Global Head of Economics and Strategy at ING Financial Markets

► Mr. Donald H. Straszheim, former Chief Economist of Merrill Lynch

► Mr. Larry Speidell, CFA, Director of Research, Bailey Associates

► Mr. Richard Hokenson, Founder of Hokenson & Company

► Mr. Piet Lammens, Chief Economist of KBC Group

► Mr. Tomáš Sedláček, the Chief Macroeconomic Strategist of CSOB

Our Events

Forecasting Dinner (3/4)

Our Events

Forecasting Dinner (4/4) Media Coverage

► Prior to the event – three week advertisement campaign in Ekonom, iHNed.cz, HN, Fleet Sheet, Final Word

► During the event – (1) CT24 and CRo Radiozurnal, media partners: interviews with keynote speakers ; (2) PR

partner, DBM, secures two media tables of editors in chief of all major economic media who attend the event;

► After the event – in cooperation with DBM a press release circulated to all key economic and financial media (for

media monitoring see the appendix)

Advertisements for advertisement campaigns for Forecasting Dinner, Charter Awarding Ceremony

and Research Challenge 2012 see the appendix

List of Attendees can be provided upon request

Event characteristics ► Official awarding of CFA charters to CFA candidates from the Czech Republic and Slovakia who successfully finished the CFA Program

in the current year

► Typical timing: end of November / beginning of December

► Target audience: new CFA charterholders, CFA Program candidates and Society’s members – mainly young investment professionals

► The program of the event:

► Welcome drink

► The Society President’s opening remarks

► Presentation by a senior speaker on a hot topic or other interesting issue which would draw audience (for past speakers see the

following slide)

► Ceremonial awarding of the CFA charters

► Informal networking part of the event – usually a Christmas Party - follows (buffet dinner)

What is in it for our sponsors

► Eight year tradition – CAC held annually since 2004. Typically up to 50 investment professionals attend the event

► Access to a young generation of investment professionals, but also growing attendance of senior professionals (40% of attendees)

► Recognition of the event’s sponsors:

► congratulation advertisement for new CFA charterholders published in Ekonom

► electronic invitation distributed to all Society members and candidates (nearly 600 investment professionals)

► the sponsor’s recognition by the Society President at his opening remark at the event

► The sponsor’s promotion at the event: sponsor banner displayed on the stage; sponsor table and promo materials at the foyer, gift bags

for attendees, Christmas gifts etc.

► Cooperation with a renown PR agency and press release distributed to all key media (CTK, Hospodarske noviny, Ekonom etc.)

Our Events

Charter Awarding Ceremony (1/2)

Highlights from previous events ► 2006 CAC: 15 new CFA charterholders

► Petr Koblic, Chairman of the PSE: ‘IPOs on the Prague Stock Exchange’; venue: CERGE

► 2007 CAC: 3 new CFA charterholders

► 2008 CAC: 9 new CFA charterholders

► Jiri Musil, Member of the Management Board at Credit Suisse AM: ‘Asset Management – Investment strategy for financial crisis’; CERGE

► 2009 CAC: 12 new CFA Charterholders

► Alicia Gonzales, Investment Management Manager of Thomson Reuters: ‘Geopolitics and its impact on investment decisions’; CERGE

► 2010 CAC: 6 new CFA Charterholders

► Rick Sturge, Group Development Director at LSBF: ‘From financial reporting to business modelling and forecasting; Emerging challenges’

► 2011 CAC: 14 new CFA charterholders

► Martin Hanzlík - “Czech Republic for Finance” project and its main mission; venue: CERGE

Our Events

Charter Awarding Ceremony (2/2)

Event characteristics ► The Czech CFA Society is proud to host its third annual local level of the CFA Institute Research Challenge in the Czech Republic

► The CFA Institute Research Challenge offers students the unique opportunity to learn from leading industry experts and compete with

peers from the world’s top finance programs

► In order to promote best practices in equity research and company analysis, students will get a chance to research, analyze, and report

on a listed company as real world practicing analysts

► The Challenge gathers students, investment industry professionals, publicly traded companies, and corporate sponsors together

locally, regionally, and globally for a real world competition

► Typical timing: October 2011 / April 2012 (end of January 2012 will be the final in the Czech Republic)

► Target audience: (1) undergraduate and graduate students from participating economic universities and (2) senior financial

professionals (mentors/graders/panelists) from the CR

What is in it for our sponsors

► Promote your brand to university faculty, senior investment leaders, and the next generation of investment professionals from top

Czech universities

► Affiliation with the CFA Institute Research Challenge supports its mission of teaching best practices and ethics in investment research

► Give back to the investment profession in a high-impact manner

► Recognition of the event’s sponsors:

► display of banners throughout the competition: (1) opening presentation for students about the competition; (2) kick off meeting

for participating teams; (3) subject company presentation; (4) the final - team presentation in front of a panel of experts

► appreciation by the Society President during the presentation of winners at the CFA Forecasting Dinner in CNB

► recognition of sponsors on all promo materials (print /electronic presentation, Czech CFA Society´s website,

► Two week media campaign (Ekonom, iHNed.cz)

► The sponsors will also have an opportunity to further promote their brands during the CFA Forecasting Dinner (e.g. display of a banner,

sponsor table, promo materials, etc.)

► Recognition in the press release that is distributed to all major local media outlets after the winning team is selected

Our Events

CFA Institute Research Challenge (1/3)

Photos and ads from the Research Challenge

Photo: recognition at the Forecasting Dinner 2012

Advertisement: the winning team 2012, Ekonom

► For list of ads and media monitoring see the appendix

Our Events

CFA Institute Research Challenge (3/3)

Educational and networking events

► Typically organized on basis of availability of funding

► Target audience: various (CFA charterholders and candidates, industry professionals, university students)

► Any contemporary finance-related topic can be presented

► New educational and networking events launched in 2011-2012: Discussion Focused Seminars (for CFA charterholders); new events

held jointly with new partners: ACCA & CFA Business Mixer; CFA Candidate Mixer – BPP Business School

Mixer ► Typical timing: September/ October – for the past two years held together with ACCA

► Networking event (buffet dinner) opened with a presentation by a recognized speaker (2010 – Dr. Michael Ivanovitch; 2011 – Ludek

Niedermayer)

► The main purpose is to promote the CFA program among investment professionals; recently opportunity for society members to

network with senior fellows of ACCA

► Target audience: Society members (in 2011 the event was for members only), CFA candidates, investment professionals; ACCA

members (currently 800)

► In past years over 50 attendees

► Attractive cost to efficiency ratio – low budget, a direct contact with the attendees

Post-Exam Party ► First Saturday in June, after CFA exams sitting

► Informal networking event

► Target audience: CFA Program candidates

► In the last three events more than 50 candidates and a number of members attended

► Low budget and a very good opportunity to get in touch with Czech young finance professionals and advertise the sponsor

Our Events

Other events

50th Anniversary of the CFA Program – joint event with the PSE

► Opening speech by Petr Koblic, CEO of PSE, and Marek Jindra, CFA, Society President

► Round table discussion with 5 CFA Charterholders

► Covered by CT24

University Recognition Program ► three universities (VSE, UK, AAU) have committed themselves to include the CFA Program curriculum into their study programs

Career Day ► CFA Program and the Society to be presented at the VSE Career Day in autumn 2012

Job Line ► Job postings seeking CFA charterholders and CFA Program candidates as specialists with high professional and ethical standards

► First year available for free to society sponsors, top employers, selected headhunters

► To be officially launched in autumn 2012

Volunteer of the Year Award

► To award and recognise our most active volunteers among our candidates and members

Awareness Campaign 2012 - 2014 ► New PR and marketing campaign to increase the CFA brand awareness among key stakeholders: industry professionals, top

employers, banks and major financial institutions, key economic media, regulator

► CT24 interviews and round table discussions - using CFA charterholders as the opinion leaders

Other Activities

New Initiatives 2012

Event Plan

Fall 2012 – Spring 2013

I. Sponsoring the Czech CFA Society

► Society sponsorship means that the sponsor would support all events organized and the ethical mission and standards represented by

the Czech CFA Society

► Benefits:

► Image/reputation – association with a globally-recognized organization which supports self-regulation on capital markets and

enjoys a reputation of being a highly-ethical entity – a vital need for every financial institution in the current market situation

► Access to Society members & candidates – nearly 600 investment professionals who represent an interesting target group

for marketing purposes – high earners and investment decision makers

► More than 120 members – mostly senior professionals (see demographics for the seniority of their positions, their top 15

employers and other summary data)

► More than 400 registered candidates – a rapidly expanding group of primarily junior analysts and associates in their first

years of work experience

► Honorary sponsor recognition – the sponsor presented as the “Society Sponsor” and promoted in all Society’s marketing, PR

promotion (all newspaper ads, event invitations, newsletters to members etc.), promotion of his logo on the Society’s home page

II. Sponsoring individual events ► Sponsoring a specific event organized by the Czech CFA Society

► Benefits:

► Association with the Czech CFA Society, benefiting from the prestige of an established event (FD), image of the venue (CNB)

and international speakers

► Access to the invitees through brand name promotion on distributed materials

► Direct contact with attendees through optional sponsor’s table, promo materials, gifts etc. presented at the event

► Recognition of the event’s sponsors at the opening speech and in all promo materials for the event (invitation, newspaper ads,

sponsor table at the event etc.) depending on the event and sponsorship level

Our Proposal for Cooperation (1/3)

Sponsorship Opportunities

Czech CFA Society funding and event programming ► Czech CFA Society uses (1) sponsorship resources, (2) CFA Institute subsidies and (3) own resources (membership

and event fees) to finance its events and activities

► The key imperative for us is to further enhance the image and quality of events held; the Forecasting Dinner is the

top priority event

► The work performed by the Board is voluntary and not charged for, limited admin costs – no rent, no tel. bills etc.

► We have an established cooperation with CNB, Economia, Donath Business & Media (former Donath-Burson

Marsteller), catering vendors (Vysehrad 2000), venue providers (CNB, CERGE) etc.

► Following the 2012 Forecasting Dinner success we expanded our cooperation with Ceska Televize (CT24) and

Cesky Rozhlas Radiozurnal

Our approach towards potential sponsors ► We do not intend to sell massively – we are aiming at cooperation with a time span of several years

► We prefer long-term relationships with partners who identify with our ethics mission

► We favor multiple event sponsors, but are ready to provide exclusivity for smaller events (CAC) or for certain

sponsorship levels (Level I)

► We prefer individual discussions so that all parties get the most out of the cooperation

► Sponsor’s goal - if we know what the sponsor’s goal is we are in a better position to deliver it

► Czech CFA Society’s goal – the primary goal of any event / activity organized by the Society is to enhance the

ethical, educational and professional standards in the Czech investment community

Our proposal for cooperation (3/3)

Czech CFA Society

Karlovo namesti 10

120 00 Praha 2

Czech Republic

Mobile: +420 603 489 663

E-mail: info@czechcfa.cz

www.czechcfa.cz

Appendix

Media Monitoring (1/2)

► Forecasting Dinner 2012 & Opinion Survey (by DBM and Factum Invenio)

► Coverage in 35 articles including the listed below:

1. Hospodářské noviny: Lidé / společnost.......................................................................................... 3

2. ČT 24 Titulek: Výkonný šéf MMF v Praze: Prosazuji jednotné danění pro evropské banky ....................... 4

3. regiononline.cz: Experti radí Kalouskovi: sociální výdaje snížit a daně pro bohaté zvýšit ........................ 9

4. investujeme.cz: Experti: sociální výdaje a důchody snížit a daně bohatým zvýšit ................................ 10

5. www.mediafax.cz: Manažeři radí Kalouskovi snížit sociální výdaje a zvýšit daně majetnějším................ 11

6. www.cianews.cz: Factum Invenio a DB&M představily průzkum k Forecasting Dinner 2012 .................. 13

7. www.cianews.cz: Factum Invenio and DB&M introduce Forecasting Dinner 2012................................. 14

8. kscm-trutnov.cz: Sniž důchody a zvyš daně! Radí Kalouskovi manažeři ............................................ 15

9. profit.cz: Evropská měnová unie byla hlavním tématem v Praze ...................................................... 16

10. i-domacnost.cz: Experti: sociální výdaje a důchody snížit a daně bohatým zvýšit................................ 17

11. ekonom.cz: Společnost ............................................................................................................ 18

12. Ekonom: Společnost Strana: 18 Rubrika: Top lidé ......................................................................... 19

13. adynet.cz: Experti: sociální výdaje a důchody snížit a daně bohatým zvýšit ....................................... 20

14. CFOworld.cz: Podle prestižního průzkumu eurozóna letošní rok přežije a recese bude mělká, říká guvernér

ČNB 21

15. ČT 24: Kiekens: námitky Česka k půjčce MMF chápu ..................................................................... 22

16. Bankovnictví – newsletter: Evropská měnová unie jako hlavní téma ................................................. 23

17. investicniweb.cz: Průzkum mezi českými finančními odborníky: Co čekají od eurozóny a jak radí investovat? ............................................................................................................................ 24

Appendix

Media Monitoring (2/2)

► 50th Anniversary of CFA Program with the PSE

► CFA Institute Research Challenge 2012

http://ekonom.ihned.cz/c1-54653840-spolecnost

http://fph.vse.cz/prihlaste-se-do-souteze-global-investment-research-challenge-2011/

http://fph.vse.cz/finalni-kolo-investorske-souteze-cfa-institute-research-challenge-probehne-31-1-2013-na-rb213/

http://fph.vse.cz/ve-finalnim-kole-investorske-souteze-cfa-institute-research-challenge-zvitezil-tym-vse-v-praze/

date media article GRP* hyperlink

29.5.2012 ČT 1 Evropské burzy 585 780 29.5.2012 ČT 24 Burzy slaví 50 let CFA Institutu 180 570 31.5.2012 ekonom.ihned.cz Společnost 96 333 http://ekonom.ihned.cz/c1-55980720-společnost

31.5.2012 Ekonom Společnost 91 000

30.5.2012 investujeme.cz

Burzy po celém světě slavily již 50. výročí vzniku Programu CFA, jež nastavil globální etické standardy v investiční profesi 28 690

http://www.investujeme.cz/burzy-po-celem-svete-slavily-jiz-50-vyroci-vzniku-programu-cfa-jez-nastavil-globalni-eticke-standardy-v-investicni-profesi/

total 5 articles 982 3 * Gross rating point (GRP) measuring the percentage of the target audience reached by an advertisement, times the frequency they see it in a given campaign (frequency

× % reached)

Appendix

Advertisement Campaigns 2011/2012 ► Forecasting Dinner 2012

► Charter Awarding Ceremony 2011 CFA Institute Research Challenge 2012

Velikost Počet

inzerátů

Cena inzerce

včetně DPH Publikace

HN 1/8 str. 1 79 990 pátek před akcí

Ekonom 1/3 str. na šířku 2 218 332

třetí a druhý týden před

akcí

Ekonom 1/1 str. 1 287 280 v týdnu akce

IHNED.cz

(HN byznys) skyscraper 1 týden 72 000 dva týdny před akcí

IHNED.cz skyscraper 1 týden 60 000 v týdnu akce

Celkem 717 602

Velikost Počet

inzerátů

Cena inzerce

včetně DPH Publikace

Ekonom 1/3 str. na šířku 1 109 166

v týdnu konání

akce

Celkem 109 166

Velikost Počet

inzerátů

Cena inzerce

včetně DPH Den publikace

Ekonom

1/3 str. na

šířku 1 109 166

V týdnu konání

finalního kola

IHNED.cz

skyscraper 1 týden 72 000

V týdnu konání

finalního kola

(HN

byznys)

Ekonom

1/3 str. na

šířku 1 109 166

Po skončení –

vítězný tým

Celkem 290 332