Publicis-Graphics

LeadingLeadingCommunication Group in the WorldCommunication Group in the World

$ bn$Billings Worldwide in 2010

NoNo.Media Buying Group

Who We Work With

What we do

What we do

Change the conversationsfor clients in their category to the

advantage of their brands and products

How we do it

Through developing contagious ideas that change the

conversation

Conversations are at the heart of who we are

Connect us as human beings

Reflect our desires and aspirations

Allow us to share our dreams

The foundation of any transaction

That conversation is becoming more influentialwith the rise of digital content

WAS

One one ■

IS

■ One many

Local ■

Temporary ■

Casual ■

■ Borderless

■ Permanent

■ Searchable when neededCasual ■

Word of mouth speed ■

■ Searchable when needed

■ Word of click speed

Some Conversations We Have ChangedSome Conversations We Have Changed

How Orange Changed the Conversationabout Telecommunications

WHY IS THE IDEA CONTAGIOUS?Drawing in about human

THE CONVERSATION WAS:Minutes and cents Drawing in about human

stories

THE CONVERSATION IS:Optimism about all the things we can do as a

Minutes and cents

things we can do as a community

RESULTS:Orange brand rose 7 places to #44 in Interbrand rankings in 2008

How UBS Changed the Conversationabout Wealth Management

THE CONVERSATION WAS:About financial

THE CONVERSATION IS:Partnership to allow you to feel confidentAbout financial

expertiseyou to feel confidentabout your financial decisions

RESULTS:RESULTS:Rose...places in Interbrandrankings 2003-7

How Schweppes Changed the Conversationabout Soft Drinks

THE CONVERSATION WAS:When you get too old

THE CONVERSATION IS:It’s not girly to drink soft drinksWhen you get too old

for soft drinks, you drink beer

drinks

RESULTS:Now aired in 17 countries,as content 10 million as content, 10 million minutes of brand engagement

How Renault Changed the Conversationabout Cars

THE CONVERSATION IS:Cars should be good

THE CONVERSATION WAS:Cars are about the Cars should be good

to ride in an live in

RESULTS:Renault’s ‘Golden Age’ in the 1990s

Cars are about the driver and the driving experience

in the 1990s.Creation of people mover category

How Airbus Changed the Conversationabout Aircraft

THE CONVERSATION WAS:All aircraft are

THE CONVERSATION IS:Airbus specialises in creating more modern All aircraft are

inherently bad for the environment

creating more modern technology that’s more efficient and more environmentally friendly.

RESULTS:Within 18 months Airbus clearlyestablisheditself as the industry leader on the environment

- with aviation audiences, Airbus wentfromparitywithBoeing to a 50% lead

- withgeneralconsumersAirbus wentfrom a 3% l

How HP Changed the Conversationabout Laptops

THE CONVERSATION WAS:Laptops are grey boring

THE CONVERSATION IS:Laptops are a part of your life and entertainment. You Laptops are grey boring

boxes, and you’d always buy the cheapest

need one that can do all the things you want to do

RESULTS:RESULTS:HP is once more the #1 computer maker in the world, leaving Dell to struggle

Great Contagious Ideas…

Storyability Social Co-Storyability currency creatable

Our Specialized Divisions

Our Specialized DivisionsDivisions

Publicis Dialog has evolved thePublicis Dialog has evolved the

concept of Holistic

Communications to a higher

level of effectiveness andlevel of effectiveness and

accountability by uniting world-

class services in every major

discipline, from Advertising to p , g

Direct Marketing to Sales

Promotion all under one roof.

Consumer & Trade Promotions – Print Material

Merchandising / POSM Display

Merchandising/ POSM Display- Gondola ends, in store banners -

Merchandising/ POSM Display- POP stands, woblers, danglers -

Merchandising / Displays

Visibility – Window branding

Sampling/In-store Promotions

Packaging

Direct Mail

Exhibitions and Events


ZenithOptimedia is part of the

world's largest media services

group. Fully owned by Publicisgroup. Fully owned by Publicis

Group, our 175 offices in 69

countries ensure that we are

able to offer a top level serviceable to offer a top level service

wherever our clients require it.

Global Network

175 offices in 69 countriesStaff headcount : 4,550

London HQ, regional CEOs

Global Network

Asia PacificAsia Pacific42 offices in 14 countriesHeadcount : 1,250+

EMEA103 offices in 46 countriesHeadcount : 2,300+

Americas30 offices in 9 countriesHeadcount : 1000

Middle East Operations

Established in 1976 as part of Publi-Graphics

Over 100 employeesOver 100 employees

8 countries

KSA – JEDDAH & RIYADH

UAE

KWT

QTR QTR

BHN

EGY

LBN

JOR

Associate offices

Tehran, Oman, Syria & Yemen

Our Media Tools

We recognise the importance of the investment clients make in advertising gand communication and we believe that returns must be quantifiable and accountable. Our focus on ROI means helping clients to achie e thei b siness helping clients to achieve their business goals by looking towards end results and not just intermediate measures.

It l fi di th t It also means finding the most creative, compelling and effective ways of connecting with consumers. With so many communication opportunities many communication opportunities available, we work hard to combine innovation and imagination with measurement and evaluation.

Our ProcessStrategic Management

And Setting of Objectives

Improvement Media & Consumer ResearchIdentifying Connection Points

ROI BenchmarkingROI Benchmarkingand Budget AnalysisROI Evaluation

InvestmentManagement Media Crafting

Negotiations Strategy


Launch Event 1996 ILEG – Dubai Police Dubai e-government Event Management

Headline ranked as the premier Event Management

Event Management

Media RelationsEvent ManagementEvent ManagementEvent Management

Media Relations Event Management Launch Event Media Relations

Headline ranked as the premier

communications consulting firm

with regards to superior client

service and level of senior

g

Media Relations Media Farm TripsMedia Relations

g

Media Relations

g

Media Relations

Event Management

service and level of senior

counsel to clients.

Media Relations

Media Relations

Event Management

Media Relations

Media Relations

Trade Show Support Event ManagementEvent Management

Media Relations

New Model Launches

Media Farm Trips

Media Relations

Event Management

New Model Launches

Media Farm TripsMedia Relations Media Relations

Services

Headline offer a broad spectrum of public relations services, delivered by the originating office and, as needed, by the entire regional company in support of each client

Corporate Communications

The success of a corporation depends on a number of factors. Public opinion is

the first key. This is why we develop and execute comprehensive programs for

corporations that seek to manage their reputation to be more successful.

Using qualitative and quantitative research as well as proprietary

methodologies we identify strategies that will influence opinions and behaviourmethodologies, we identify strategies that will influence opinions and behaviour

of key target groups.

Services

C i i & Liti tiCrisis & LitigationBeing prepared and responding effectively are the keys to successful crisismanagement. Headline Public Relations are well experienced in preparing forand managing crisis situations. Our services in this field consist of:

• Conduct due diligence review, develop crisis handbook and message, train all spokespeople.• Provide situation analysis, tailored media and third-party strategies and messages,contingency statements and

potential scenarios in crisis handbook.P f i i it i f di l t d t ff i t h l d fi t ti l i• Perform ongoing issues monitoring of media, analysts and government affairs to help define potential issue.

• Provide 24/7 Go-Team for emerging crises• Implement strategic planning process/due diligence review• Anchored by cross-disciplinary support -- media relations, corporate/consumer, employee communications

d i t l tiand investor relations

Services

Communications Collateral

Brochures Promotional LiteratureBrochuresFlyers

Promotional Literature

Services

Communications Collateral Case Studies

Services

Communications Collateral

Newsletters / Online

Services

Crisis & LitigationHeadline PR’s affiliates, GCI are the Agency of Record for Internal Communications at GM in the United States

Newsletters, Staff Training, Social Events

Services

Logistic Facilitation

Partnerships, Consortiums and Strategic Alliances are in the forefront of conducting

business today. Enabling organizations to gain access to specialist technical

k l d th l ti hi bl i ti t hi i di t k t knowledge, these relationships enable organizations to achieve immediate market

penetration in new geographies. Headline Public Relations presence enables us to

identify appropriate partners and seek opportunities for our clients in areas of

strategic importance.

Press Office

Our experience in running and managing press offices ranges from financial to

exhibitions and sports activities. Whether it is a local, regional or international event,

our specialist team provides unparalleled media relations requirements that

encompass hospitality packages for visiting media, press conferences, interviews,

bulletins and logistical supportbulletins and logistical support.

Services

Media Relations

Th f i ti li th bilit t ff ti l i t ithThe success of any organization relies on the ability to effectively communicate withits stakeholders, a process in which the media play an important role. We have aregion-wide network of media relations specialists who work directly with accountteams on the development and execution of strategic media relations programs.These specialists bring a broad range of media expertise including business/financial,consumer, healthcare, international and technology. Many have valuable first-handexperience as journalists and communication directors for Fortune 500 companies.

There are now more media than ever, and there is an unending appetite forinformation. As a result, the challenge for public relations professionals is to really

d d h ff l h d d fl d d b hunderstand how to effectively reach audiences and to influence minds and behaviour.

Our media relations experts maintain ongoing relationships with leading print wireOur media relations experts maintain ongoing relationships with leading print, wire,internet and broadcast media and manage databases of media contacts, editorialcalendars and background information about reporters and various media outlets.Their pro-active monitoring of the media enables them to track media trends on anongoing basisongoing basis.

Services

Media Training

H i th i ht l d t d l ith th di i f d t l t bliHaving the right people prepared to deal with the media is fundamental to any publicrelations programme. To obtain maximum value from press opportunities and to dealwith potential crises, nominated spokespeople must have the necessary skills toenable them to feel comfortable and in control in media interview situations.

There are several forms of media training available, based on varying levels ofpractical and theoretical skills. Media training most often starts with informing theclient on the differences between different types of media and different types ofjournalists. There is also a discussion about the present agenda of the mass media,as well as the specific role that the interviewee plays on different occasions,depending on the situation.

l h h h d d h l h l f d h bWe also go through the messages and arguments and help the client find the bestway to express this. The interview training can be done with a camera or a taperecorder. Our aim is to make the client feel comfortable with the situation.

W id di t i i d l t li t th h t th i h th it bWe provide media training modules to clients throughout the region, whether it bebasic training for marketing personnel through to bespoke courses for CEOs. Ourexperts have trained senior management from global companies such as SonyEricsson, Walt Disney and British American Tobacco.

ServicesMonitoring, Measurement & Evaluation

We believe in measuring success because we believe those measurements will

demonstrate how much value we deliver to our clients. The challenge is finding

the right metrics for each client. In general, there are three categories of

Measurement:Measurement:

• Output measurements: The number of articles published or impressionsachieved or the number of clicks to websites, or data on reach and frequency.

• Strategic measurements: Which messages have been communicated mosteffectively; in which media; by which journalists and analysts

• Outcome measurements: The impact on stakeholder attitudes or relationships orp pthe number of product or investment inquiries driven by coverage

We recommend looking at a range of metrics during the course of a campaign.

I th d f t l t f diff t t i fIn other words, we prefer to use elements from different categories of

measurement at different times during our communication programs because

the different metrics allow us to determine the degree of success at differentthe different metrics allow us to determine the degree of success at different

phases of a campaign.

Services

Monitoring, Measurement & Evaluation

Headline Public Relations is currently developing an aadvanced Press MonitoringHeadline Public Relations is currently developing an aadvanced Press Monitoringservice developed in partnership with PARC.

Basis features include; daily clipping, alerts and advanced search features of over800 regional publications.g p

This service will enable us to introduce user friendly and management ready instantreports evaluating and comparing direct competitors relating to impressions, GRP’s,reach, media, country, target audience and much more, all linked to actual PARCmedia esea chmedia research.

In the meantime the only professional service available on the market is throughMedia Watch ME.

examples of monitoring reports follow.

Services

Monitoring, Measurement & Evaluation

Services

Photography, Audio-visual

Headline has an extensive and elite list of professional photographers, film

cameramen and production facilities selected not only for their technical abilities but

l f th i t l t d it bilit t i di id l i talso for their talent and suitability to individual requirements.

Social InitiativesCorporations have recently shown tremendous interest inp yundertaking social initiatives. Phrases such as “cause branding,”“strategic volunteerism,” “enviropreneurial marketing,” and“strategic philanthropy” have infiltrated the mainstreambusiness vocabulary, and companies are looking for ways toy p g yintegrate social perspectives into their marketing strategy. In thewake of September 11 and the recent spate of corporatescandals, “doing well by doing good” is increasingly beingembraced as a business philosophy. Headline are adept atp p y pdeveloping and managing sustainable social initiative strategies.

Services

Speechwriting

Headline Public Relations have experienced English, Arabic and French journalists and

speechwriters as members of their executive team.

Sponsorship Management

The company provides a comprehensive support package which promotes brand

awareness through : Press Kits, Press Releases, Event Previews, Bulletins, Reports

and Branded Photography.

• Provides a credible platform to reach your target marketp y g

• Build & maintain relationships with with influencers / target audience

• Communicate brand attributes / benefits

Services

Sponsorship Management

Our Specialized Division

One of the most distinguished digital marketing agencies in the

region. eworks creates and delivers digital communicationdelivers, digital communication solutions for a diverse cache of clients across various industries. eworks has got the expertise and

the experience to make every brand create an impact.

Services

E-consultancy Design & Development Multimedia E- Media

> Branding for the web

> Web marketing strategy

> Websites

> Intranets/ Extranets

> Animated Presentations

> Interactive Brochures

> E-Media Planning

> E-Media Salesstrategy

> Site Management & Maintenance

> Database Management

> Interactive Brochures

> Training CDs

> Virtual Tours

> E- Media Buying

> E- Media MonitoringDatabase Management

> Adaptation to English/Arabic/French/Urdu/Farsi

Virtual Tours

> B2B / B2C

> Sales Presentations

( Qualitative & Quantitative)

rdu/Farsi

The Process

plan design create assess complete

The Process & Tools


Develop ideas from briefDevelop ideas from briefDevelop ideas from briefOnline StrategyPreparation of the Project Initiation

document which details scope of work, site- hi h l i i li

Develop ideas from briefOnline StrategyPreparation of the Project Initiation

document which details scope of work, site- hi h l i i li

Publicis Network resourcesIndustry resources & publications

Online surveys

map, architecture, technologies, timelinesmap, architecture, technologies, timelines

The Process & Tools


Site architecture ‘wireframes’User interface look and feel’Flash/animationS l id

Site architecture ‘wireframes’User interface look and feel’Flash/animationS l id

Tools and Technologies: Illustrator / Photoshop

Flash MX / Swift 3D / ActionScriptStyle guidesStyle guides

The Process & Tools


HTML C tiHTML C tiHTML CreationDevelopment, coding, hostingForms, Database buildsIntegration with current systems

HTML CreationDevelopment, coding, hostingForms, Database buildsIntegration with current systems

Technologies:ASP.Net, VB.Net, SQL Server,

PHP, XHTML, CSSIntegration with current systemsSpecific technologiesIntegration with current systemsSpecific technologies

The Process & Tools


St i St i Testing website performance on PC and Mac platforms using multiple Staging server

Testing & De-buggingQuality checksDatabase testing

Staging serverTesting & De-buggingQuality checksDatabase testing

and Mac platforms using multiple browsers - Internet Explorer,

Firefox, Safari (the Mac browser), Mozilla & Netscape as well as Mobile

Database testingDatabase testingp

devices. De-bugging documentation.

The Process & Tools


UploadingAdditional testing & de-buggingOn-going Maintenance

UploadingAdditional testing & de-buggingOn-going Maintenance

Hosting site(s)Testing documentation

Maintenance agreementDoubleclick tracking (e-media) On going Maintenance On going Maintenance Doubleclick tracking (e-media)

Webtrends (site)

Our Work

Our work encompasses a range of local and global brands across industries

Nestle Family British Airways 1 British Airways 2

Kinder Bueno Sanofi Aventis British Airways 3

DWTC HP DYPL Cinestar Cinemas

Design & Development: Nestle Family

Business Objective

Redesign MAGGI Middle East website to incorporate ‘freshness’ as a brand differentiator

Unify the MAGGI and Nestle Laziz recipe databases

Reinforce Nestle as a brand committed to health and wellness

Solution

All websites were redesigned to enhance the online experience to include ebs tes e e edes g ed to e a ce t e o e e pe e ce to c udenew sections and features such as cuisine of the world, integrated cookbook, enhanced search functionality, enhanced recipe display, recipe directory, etc.

Weekly newsletters were dispatched to a customer database to encourage Weekly newsletters were dispatched to a customer database to encourage site interaction, pass-on readership and grow the user database

Results

Achieved a monthly average of 120 000 recipe views per monthAchieved a monthly average of 120,000 recipe views per month

Achieved a monthly average of 20,000 article views

Grew Nestle Family database to over 120,000 users

E-Media: BA World Traveller

Business Objective:

Stimulate sales volumes for World Traveller (WT) Stimulate sales volumes for World Traveller (WT) and World Traveller Plus (WTP) for Q4 06 across UAE, KSA, Qatar, Bahrain, Kuwait, Oman and Egypt

Background: BA was then challenged with a boycott launched by travel agents based on margins. Launching a seat sale ATL in print during this period in UAE/Kuwait would be interpreted by major travel agents as proof that their ‘boycott’ was working. BA

t d t t i t di d i t d t d t opted not to use print media and instead turned to online channels to achieve their revenue objectives.

Solution:

Utilise a mix of 3rd party email and online banners to launch a campaign to reach the audience

Results:

An increase in sales volumes by 25% for World Traveller and World Traveller Plus

An increase in sales volumes from ba.com to 7% th th i N th Atl ti (NATL) t more than the previous North Atlantic (NATL) seat

sale campaign.

E-media: BA Brand Campaign

Business Objective: Reinforce the campaign proposition ‘the holiday starts from the moment you enter the plane. The concept behind this campaign is called “CLOUDS”. Target audience: High income travellers age 25-49 across UAE, Oman, Qatar, Bahrain, Kuwait, KSA and Egypt

Solution:Solution:Online media campaign implementing the first Video Interstitial advert on leading ME business portal AMEinfo.com, serving users with customised ads depending on the speed of their Internet connection.

ResultsThe experience of a BA holiday in the concept of clouds was brought to life by the interstitialThousands of views/clicks resulting in higherThousands of views/clicks, resulting in higher awareness

Multimedia: Sanofi Aventis

Business Objective:

Communicate the benefits of Plavix to patients directly through an interactive initiative packed with

beneficial information on health issues and lifestyle health tips

Solution:Solution:

Multimedia DVD to target patients

Areas addressed:Areas addressed:

Health Related Diseases

Risk FactorsRisk Factors

Product Information

Healthy Lifestyle tips Healthy Lifestyle tips

Multimedia: British Airways Training Program

Business Objective:

Train and educate employees in order to deliver better

service.

Solution:Solution:

A multi-media training CD that included a video

message from the BA Area Manager, TV

commercials, quiz section, and course completion

certificate generator.

Result:

Encouraged usage and participation from all

employees as measured by printing of completed

tifi tcertificates

Website Design & Development: Kinder Bueno

Business Objective:

Research revealed that the brand ‘Kinder Bueno’ was then associated with ‘Kinder Surprise’ and was Research revealed that the brand Kinder Bueno was then associated with Kinder Surprise , and was perceived as being targeted at young children

Objective: expand the audience to the age group of 15-25 yr olds while maintaining the relationship with core customers

Solution

Online promotion advertised on product packaging: on purchase of a Kinder Bueno bar consumers Online promotion advertised on product packaging: on purchase of a Kinder Bueno bar, consumers are eligible to download free music and ringtones from a central website where users access free downloads and play interactive games

Website Development: DWTC

> Site Objective:

» To create a user-friendly, dynamic website for DWTC customers (B2C & B2B)for DWTC customers (B2C & B2B)

> Solution:

» User interface design, easy to use navigation/functionality

Design & Website Development: HP DYPL Competitionp

> Business Objective:

» Target youth market to create perception that HP is an g y p pinnovative brand across ME region

> Solution:

» HP Microsite website with music videos online poll» HP Microsite website with music videos, online poll for users’ favorite band

» 5 musical bands selected online per country

» 5 finalist musical bands invited to perform live, event was broadcast live on website via satellite

Online Promotions & Games: Cinestar Cinemas

> Background:

» Drive user registrations and site interactionsg

> Solution:

» 9-week competition, now linked as part of the DSS promotions tie in with the ‘Pirates of thepromotions, tie-in with the Pirates of the Caribbean’ Hollywood movie launch through a “Treasure Hunt”

> Result:Result:

» Over 1,000 new registrantsin the first 5 days


Magic of light, rhythm of

music, ad strength of image

are now all available under

one roof. CanDo, the global

event company offers its

clients the best of

technological know-how

using the very best, cutting

edge equipment.

Print PortfolioService Industry

Nutrition & HealthNutrition & Health

FoodFood

Real EstateReal Estate

AutomobileAutomobile

White GoodsWhite Goods

Publicis-Graphics

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