PA LatAm Capabilities Deck

LATINAMERICA Public Affairs Capabilities

Regional practice credentials

ContentGEOGRAPHIC COVERAGE

ABOUT EDELMAN

PUBLIC AFFAIRS CAPABILITIES

OUR INDUSTRY EXPERIENCE

CASE STUDIES

PA EXPERTS IN THE REGION

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The world has shiftedTHE ROLE OF PUBLIC AFFAIRS

The rise of Latin America has caught the world’s attention due to its strong financial performance. The region is now a prime destination for foreign direct investment and a hot bed for business.

As interest in the region continues to grow, it is of upmost importance for local and foreign companies alike to understand the regions regulatory and political environment.

The region has grown consistently at a 5.5 percent annual rate prior to the global crises and tens of millions people have migrated to the new middle class.

Latin American governments, although leaning to protectionist agendas, are eager to stimulate local economies.

Direct Foreign Investment in Latin America reached US$ 159 billion in 2010, up 13 percent against 2009 and a record in the last 10 years.

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So similar, yet so differentWHAT DRIVES LATIN AMERICA?

Despite of the differences in terms of language, culture and government regulations, Latin America has also important similarities, leveraged in recent decades by:

• The race for better infrastructure projects

• The energy generation potential and the need to diversify the local sources of energy

• The fight for hunger eradication, unemployment, health coverage and illiteracy

• The exponential growth not only as a consumer market, due to the millions of new middle-classers, but also as a producer of consumer goods

• The strengthening of basic industries

• The increasing arrival of high technology industries

About Edelman

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Our Global Presence

Atlanta, GAAustin, TXChicago, ILDallas, TXHouston, TXLos Angeles, CAMiami, FLNew York, NY

Orlando, FLPortland, ORSacramento, CASan Francisco, CASeattle, WASilicon Valley (San Mateo, CA)Washington DC

UNITED STATESBangalore, IndiaBeijing, ChinaGuangzhou, ChinaHong KongJakarta, IndonesiaKuala Lumpur, MalaysiaMelbourne,

AustraliaMumbai, IndiaNew Delhi, IndiaSeoul, KoreaShanghai, ChinaSingaporeSydney, AustraliaTaipei, TaiwanTokyo, Japan

ASIA PACIFICAbu Dhabi, UAEAmsterdam, the NetherlandsBaarn, the NetherlandsBarcelona, SpainBerlin, GermanyBrussels, BelgiumDublin, IrelandFrankfurt, GermanyHamburg,

GermanyLondon, Great BritainMadrid, SpainMilan, ItalyMunich, GermanyMoscow, RussiaParis, FranceRome, ItalyStockholm, SwedenWarsaw, Poland

EUROPE & MIDDLE EAST

Buenos Aires, ArgentinaMexico DF, MexicoSao Paulo, BrazilRio de Janeiro, Brazil

LATIN AMERICA

CANADAMontreal, QuebecToronto, OntarioVancouver, BC

4,000 employees in 54 offices

World’s largest independent firm

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A closer look into Latin America

Structure in the region

More than 240 employees

6 Offices + 10 Affiliate Agencies

Affiliated Offices

Bolivia

Chile

Colombia

Central America and Caribbean

Ecuador

Paraguay

Peru

Uruguay

Venezuela

Miami

Buenos Aires

Mexico City

São Paulo

Brasília

Rio de Janeiro

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Our Leadership

15 PA ExpertsTop 10 – Quality

Program

Regional Integration

Strategic Triangulation

Gail BeckerPresident Western

RegionChair, Latam &

Canada

ARGENTINAAxel Flügel

Head of Public Affairs in Latin America

MEXICORoberto ArriolaPublic Affairs

BRAZILRonald Mincheff

President of Edelman Brazil

Jere SullivanGlobal Chairman

Public Affairs

Public Affairs Capabilities

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The world has shifted – from a shareholder to a stakeholder environment. We have to participate in the conversations and increase visibility by building strong alliances.

Jere Sullivan, Edelman Global Chairman, Public Affairs

“”

How we work

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Corporate intelligence

Public opinion & reputation building

Government relations and

regulatory framework

Legislative intelligence

Community relations

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Public Affairs Services in Latin America

Corporate Intelligence

Public Opinion & Reputation Building

Government Relations & Regulatory Framework

Research and analysis of

issues that may affect the operation,

profitability or business

expansion from private,

governmental or nongovernmental sources that

allow Edelman’s client a better

informed decision making.

Design and redesign of key messages and position papers

as well as cooperation in

the dissemination

strategies through opinion leaders and key decision makers within business

operations.

Strategic approach to high-profile influential

authorities (executive and

legislative branches),

oriented, 1:1 interviews and

specific events to influence public policy decisions,

acquisitions, licenses,

concessions, official

regulations, laws, regulations, etc.).

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Public Affairs Services in Latin America

Legislative Intelligence

Community Relations

Timely and relevant

information in order to

anticipate events,

identifying legislative

opportunities and threats.

Privileged access to deputies, senators and

staff support for the promotion of

favorable conditions for

business.

Strategies to obtain social approval of

controversial investment

projects. Approach,

persuasion and negotiation

with key stakeholders. Design and

implementation of community

plans as a measure of investment protection.

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Roadmap / Methodology

Our Industry Experience

Infrastructure &

Energy

Agribusiness & Foods Healthcare

Crisis Manageme

nt

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Infrastructure & Energy

Building Strong Alliances

Edelman has approached key infrastructure clients to senior strategic stakeholders at the government, securing the increase of the awareness for public-private partnerships for oil and gas, energy, healthcare and aviation projects.

Edelman has daily monitored several sources of information to keep clients informed and help leverage business opportunities in key infrastructure areas such as oil & gas and the pre-salt exploration, energy generation and distribution, different energy sources as biomass, bioenergy & ethanol, wind, solar, hydroelectric and thermoelectric, among others.

Edelman has developed weekly intelligence reports to key infrastructure companies approaching the country to help them make quicker and more decisive decisions on business strategies.


Agribusiness & Foods Healthcare Crisis

Management

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Brazil has approached key infrastructure clients to senior strategic stakeholders at the government, securing the increase of the awareness for public-private partnerships for oil and gas, energy, healthcare and aviation projects.

In Brazil, Edelman has daily monitored several sources of information in order to keep clients informed and help leverage business opportunities in key infrastructure areas such as oil & gas and the pre-salt exploration, energy generation and distribution, different energy sources as biomass, bioenergy & ethanol, wind, solar, hydroelectric and thermoelectric, among others.

In Brazil, we have developed weekly intelligence reports to key infrastructure companies that wants to approach this country to help them to make quicker and more decisive decisions on business strategies.

Agribusiness & Foods

Positioning Clients & Influencing Legislation

Edelman has advocated to establish a favorable business environment for launching the GMO seeds in Brazil, showing to the government how the clients from the biotechnology sector can contribute to finding solutions to sensitive agribusiness issues, such as royalties, segregation, food security, among others.

Edelman has helped the food industry on engaging costumers and partners in the discussions about eating habits and specific legislation for food.

Edelman has monitored the key public departments involved with agribusiness to inform out clients in advance about possible directions of this industry in the country.



Management

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Healthcare

Monitoring Opportunities

Edelman has positioned key clients to the most important stakeholders of the healthcare industry such as the Ministry of Health, NGOs, universities and reference hospitals to influence legislation or include healthcare equipment in the Public Healthcare System.

Edelman monitors opportunities in the healthcare segment such as partnerships, investments and public bids to deliver market intelligence to our clients.

Edelman has mapped stakeholders and designed engagement strategies for several big laboratories such as Abbott, Jansen Cilag and Pfizer, driving their interest amongst key decision makers.



Management

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Crisis Management

Preparing Clients for Adverse Scenarios

Edelman developed Crisis Management plans and training sessions for clients from several industries, such as infrastructure, fertilizers, consumer goods, aviation and healthcare. Recently the team trained more than 100 employees from six different units of a paper industry’s client.

Edelman has helped clients to manage key important crises in Latin America, including a recent global crisis for the aviation industry and local crises regarding mining, pension companies, etc.

Edelman has developed the Crisis Communications Management Center, the first customized digital platform designed specifically to address nowadays crisis within the current implications.



Management

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PA Experts in the Region

Axel Flügel is the LatAm Public Affairs Lead and Argentina Public Affairs Director. He is in charge of developing governmental relations´ strategies for clients. Lately he has worked with companies as Kraft Foods, Abbott, Pfizer, Janssen Cilag, Metrogas, MasterCard, Tyco, HP, Autodesk and Symantec.

He has driven several Public Affairs programs including engagement plans, stakeholders mapping, crisis management, and legislative & regulatory intelligence so as to shape public policies.

He’s former Chief of Staff for Buenos Aires City’s Transport Secretary and former Chief of Staff for current Buenos Aires City’s Ministry of Education. He was in charge of He has also directed several political campaigns for Mayor and national representatives’ candidatures as Chief of Campaign, in charge of not only communication but general strategy and administration of the campaigns. Axel has a degree in Political Sciences in Buenos Aires University – where he graduated, and a post degree in Political Economics in FLACSO. He is fluent in English and Spanish, and has basic knowledge in Portuguese and Italian.

Axel FlügelRegional Lead – Public Affairs

Public Affairs Team in Argentina

A native from Bogotá, Colombia, Carlos Correcha joined Edelman in 2004. He is a Vice President on the International Public Affairs team in Washington. D.C. where he handles daily activities for the Panama Canal Authority (ACP), an autonomous agency of the Government of Panama in charge of managing and operating the Panama Canal. The account team received the prestigious 2008 Silver Anvil and 2008 Chairman’s Award for the communications campaign conducted on the historic

Currently, Carlos is part of a prestigious Edelman program for which he is working in São Paulo, Brazil for 18 months. Before joining Edelman Washington, Carlos handled daily activities and coordinated public relations campaigns for Edelman’s Miami and Latin America markets for United Parcel Service (UPS) and Boeing Commercial Airplanes. Carlos was responsible for the planning and successful execution of UPS’s first ever independent study on small-and-medium sized enterprises in Latin America, nominated for the Gold and Silver SABRE awards by the Holmes Report (2007). Carlos also handled the coordination and execution of Boeing’s first aviation symposium in Bogotá, Colombia with the participation of government officials, opinion leaders, local airline chief executive officers and top media.

Carlos has a bachelor’s degree in liberal studies with a concentration in public relations and advertising and minor degrees in marketing and political science from the University of Central Florida. Carlos is fluent in English, Spanish and Portuguese.

Carlos CorrechaVice-President – International Public Affairs

Public Affairs Team in Brazil

Debora ComenalliSenior Account Supervisor - Public AffairsDebora Comenalli is a Senior Account Supervisor for the Public Affairs Group at Edelman Brazil. She joined the company in July 2008, as an account executive, to lead General Electric account, active in the production and maintenance of aircraft engines, financial services, power generation, water processing, and healthcare. Debora has been responsible for significantly expanding Edelman’s GE engagement in the last three years. For GE, Debora has developed strategies and coordinated important campaigns, including the Global Research Center launch in Brazil in November 2010; CEO Positioning for key GE businesses - including the company’s CEO, Jeff Immelt; and the inauguration of several company plants in Brazil. Debora is experienced on technology and energy infrastructure subjects at Edelman in Brazil, and has dealt, in a daily basis, with very strategic communications experts from those industries, with close relationship to key communications departments of companies such as Petrobras, Vale, EBX Group, MRS Logistics; significant stakeholders as Research Institutes, NGOs, Associations and government officials from the science and technology areas. Also at Edelman, Debora developed and coordinated Silver Lake’s engagement program in Brazil. Debora is fluent in English and Portuguese. She lived in United States for two years, where she worked for the Peruvian Embassy in Washington, DC, and took advance courses in corporate communications and public relations. Debora has a bachelor's degree in public relations from UNESP University in Bauru, São Paulo state, one of the top three universities in the country.

Your Edelman Team

Public Affairs Team in Brazil

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Public Affairs Team in Mexico

Roberto Arriola brings to Edelman over 15 years of experience in public affairs and corporate communication in private companies, NGOs, industry, international agencies and Mexican government agencies. His extensive experience includes negotiating with government agencies and NGOs to promote a proper business environment and a favorable public opinion.

For Mexican government he has worked on all three levels of government, as well as Executive and Legislative branches of the Federal Government. Its performance has been linked to public policy, with a strong component of inter-agency interaction with private and social sectors.

For private sector, Roberto Arriola has been consultant for Mexican and foreign companies representing them in negotiations facing Mexican government in the promotion of projects, obtaining concessions and promotion of a favorable regulatory framework in tourism, construction, pharmaceutical and real estate industries.

Roberto Arriola has been a researcher and professor at Universidad Iberoamericana. He has been speaker at seminars on leadership, negotiation, public image and emotional intelligence, among others.

Arriola holds a BA in Political Science and Public Administration and a Master in Communication at the Universidad Iberoamericana. Furthermore Roberto is carrying out a PhD on Strategic Management and Development Policy at the Universidad

Roberto ArriolaVice-President –Public & Government Affairs

PA LatAm Capabilities Deck

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