The Lord Group

J 2000January 2000

Our MissionOur Mission

A fully-integrated marketing communications consultancy which communications consultancy which

brings a superior edge to clients in all that we do…

Delivered via truly senior, immersed teams

A UserA User--Friendly Window Friendly Window th D t /Y&R N t k th D t /Y&R N t kon the Dentsu/Y&R Networkon the Dentsu/Y&R Network

Single Largest Network Single Largest Network i th W ldi th W ld

325 offices in 63 countries on 6 continents across 5 disciplines

in the Worldin the World

ff p

Our Long HeritageOur Long Heritage

Our ClientsOur Clients

Action Against AIDS Major League BaseballBell Atlantic

Catherdral of St.

Baseball

March of Dimes

John the Divine

Sara Lee

Microban

Mita Copystar, Inc.Sara Lee

Hunter’s Hope

Mita Copystar, Inc.

Network Computing

Kraft Foods

Lea & Perrins

Siemens AG

USAA

How We Work… BetterBetter

Our Points of DifferentiationOur Points of Differentiation

Unique Culture d S B f h Media is Our Otherand Structure: Best of the Big, Best of the Small

Media is Our Other Creative Department

Rigorous Strategic Process Proprietary

Integration:Many Units,

OurClientProcess, Proprietary

Research ToolsMany Units,

One BattalionClient

Partners

Creative That Works Partnership with Teethp

Our Unique CultureOur Unique Culture

Th

The Lord Group You

1 Seniority The

Right

1. Seniority

2 Entrepreneurship Right

Answer

2. Entrepreneurship

3 No SilosFaster

3. No Silos

4 Passion4. Passion

Rigorous Strategic Process, Rigorous Strategic Process, Proprietary Research ToolsProprietary Research Tools

The Strategic HingeSMThe Strategic Hinge

Insight

I m m e r s i o nI m m e r s i o n

Account PlanningAccount Planning Brand PlanningBrand Planninggg gg

ConsumerConsumer ClientClientConsumerConsumerWants/NeedsWants/Needs

Client Client Challenges/OpportunitiesChallenges/Opportunities

BrandAsset&&&RRRYYY BrandAsset ®®&&&RRRYYY Valuator

Brand Magnetism™Brand Magnetism™Brand Magnetism™Brand Magnetism™

And A Proprietary Tool:And A Proprietary Tool:B d A tB d A t®® V l tV l t

A Brand Database

Brand AssetBrand Asset®® ValuatorValuator

A Brand Databaseof brand strengths, weaknesses & consumer perceptions

+A Theory

of how to build strong brands

+

g

A Tool+

A Toolfor diagnosing brand health

To Be Brand Building ExpertsTo Be Brand Building Experts

BrandAsset® Valuator: A Tool for Managing, BrandAsset® Valuator: A Tool for Managing, Leveraging and Protecting BrandsLeveraging and Protecting Brands

Sweden

Leveraging and Protecting BrandsLeveraging and Protecting Brands

Canada

United States

France

It lSpain

Great Britain

Chi Japan

GermanyPoland Russia

Czech RepublicHungary

Holland

Switzerland

Sweden

South Korea

United States Italy China Japan

Mexico Thailand

Taiwan

PhilippinesMalaysia

India

BrazilAustralia

VenezuelaColombia

Chile

y

Indonesia

SouthAfrica

Australia

Argentina

Chile

On-going25+ countries8,500+ brands55 measures/brand40,000+ people

Creative ThatCreative That Works

Our Philosophy:Our Philosophy:

Our Philosophy:Our Philosophy:

A brand with great personality t d t istands out in

a crowda crowd

M di Th “Oth ” M di Th “Oth ” Media: The “Other” Media: The “Other” Creative DepartmentCreative Departmentpp

Our Media ApproachOur Media Approach

“Dollars do better if accompanied by sense.”

Anonymous

“God is in the details.”

Mies van der Rohe

O U i A h O U i A h Our Unique Approach Our Unique Approach to Integrationto Integrationgg

Integration: Driving the Brand Message Integration: Driving the Brand Message Through All Levels of CommunicationThrough All Levels of Communication

Branding

Id i R i f

Product Advertising

Identity Reinforcement

Retail/Promotional Advertising

Public Relations/Cause-Related Marketing

Direct and Database

Employee Communications

Marketing/RelationshipMarketing

New MediaNew Mediawww.

Building Momentum through AllianceIntegration: Driving the Brand Message Integration: Driving the Brand Message Through All Levels of CommunicationThrough All Levels of Communication

Branding

Identity ReinforcementIdentity Reinforcement

Branding

Product Advertising

Retail/Promotional Advertising

P bli R l ti /C R l t d M k ti

Product Advertising

Retail/Promotional Advertising

P bli R l ti /C R l t d M k tiPublic Relations/Cause-Related Marketing

Employee Communications

Direct and Database

Public Relations/Cause-Related Marketing

Employee Communications

Direct and Database Marketing/Relationship

Marketing

New Mediawww

Marketing/RelationshipMarketing

New Mediawwwwww.www.

Barry Silverstein “Wrote the Book”Barry Silverstein “Wrote the Book”

“If you are going toIf you are going to read only one book about Internetabout Internet Marketing this year, read this one ”read this one.

Mike Bayer CompuServeMike Bayer, CompuServe

Some ProofSome Proof

Key.Com

Helping Financial Customers at Every Click

Helpful Personal Financial PortalHelpful Personal Financial PortalHelpful, Personal, Financial PortalHelpful, Personal, Financial Portal

Consumer ClientWants/Needs

More choices, more confusion in a large undifferentiated higher-

Challenges/SolutionsPersonal attention

a large, undifferentiated, higher-spending category

“Free agent” mentality: low

Expert, credible source for unbiased information

B d dexpectations for bank, yet need for bank services

Seeks helpful and clear guidance

Broad resources and capabilities

Access on consumers’ termsSeeks helpful and clear guidance and information to make own decisions

Access on consumers terms

Easy as possible

“Online Banking As Unique As You Are”“Online Banking As Unique As You Are”

Fought temptation to tout impressive g p plist of product/service feature-improvements. Instead,– Distilled differentiation into simplified, p

personalized, customer offering – Integrated launch marketing plan used

online / offline media (Internet, D/M, R di P i t) R h d t lRadio, Print). Reached not only Customers, but other critical stakeholders; Financial Analysts and Key Employees y p y

Launch communication used to internally articulate broader, long term portal visionportal vision

Awakening the Sleeping GiantAwakening the Sleeping GiantAwakening the Sleeping GiantAwakening the Sleeping Giant

“Selling Products by“Selling Products bySolving Problems”Solving Problems”

ConsumerWants/Needs

ClientChallenges/Solutions

Consumers mystified by increasingly complicated

Wants/Needs Challenges/SolutionsRadioShack’s hidden asset– The sales forceg y p

electronicsAfraid of making mistakes

d b i i d ff

The sales force• helpful• knowledgeable

and being ripped-offConfused and intimidated, people need help and honest

• honest• trustworthy

Thi i ipeople need help and honest advice

– This is unique among retailers

Driving The Program Driving The Program Th h t Th O i tiTh h t Th O i tiThroughout The OrganizationThroughout The Organization

Ad ertising (brand h bridAdvertising (brand, hybrid and promotional)Ne logo and packagingNew logo and packagingIn-store execution (l t i )(layout, signage)Employee training and compensationDifferent merchandise mix Vastly better media targetingAlliances…

Three ExamplesThree Examples

Cell phonesCell phones

IBM Aptiva computers

Sprint Store at RadioShack

Dramatic ResultsDramatic Results

The “Questions Answers” theme has become theThe Questions, Answers theme has become thecorporate mantra

D bl di it i i b th l d fit afterDouble-digit increases in both sales and profits after 10 years of essentially flat revenues

Story of RadioShack repositioning/resurgencebecame financial analysts’ favorite and stock surgedsurged

Increased brand awareness from 20% to 70% in dditi t j h t f iaddition to major enhancements of service,

quality, and value perception

Making a Colossus HumanMaking a Colossus Human

“Making High Tech High Touch”“Making High Tech High Touch”Making High Tech, High TouchMaking High Tech, High Touch

ConsumerW t /N d

ClientCh ll /S l ti

Overwhelmed by enormity of infrastructure decisions

Wants/Needs Challenges/SolutionsGlobal leader in technological innovationsof infrastructure decisions

Daunted by Siemens complexity and arrogance

technological innovations

Siemens technology positively touches livescomplexity and arrogance

Unaware of integrated capabilities

positively touches lives

Commitment to improving socio-economic conditionsp

WorldWorld--class Work,class Work,W ld id SW ld id SWorldwide ScopeWorldwide Scope

Unprecedented “around the world” production itineraryWorldwide brand relaunch: a TV and print campaign intended for 14 markets now runs in more than 40—at the request of local managementthe request of local managementUnderstanding of Siemens’ capabilities has increased dramatically among top decision makersy g pMorale among Siemens’ employees globally has improved even in a difficult economic environment

General Business Market

No Relationship No Relationship ––Q ti bl V lQ ti bl V l

One-on-one interviews with small-to-medium

Questionable ValueQuestionable Value

businesses in the Bell Atlantic footprint

Limited understanding of what Bell Atlantic doesLimited understanding of what Bell Atlantic doesLimited perception of Bell Atlantic’s “value-add”Bell Atlantic carries “monopoly” baggageLack of a clear, relevant and compelling message

Additional one-on-one interviews with internal BellAdditional one on one interviews with internal Bell Atlantic audience

Communications Communications –– A Low PriorityA Low Priority

Small businesses currently did not view communications as a top core business need

Core Business Needs*

communications as a top core business need

Growth1. Lack of business sales2. Finances3. Quality of work force

1. Lack of business sales2. Finances3. Quality of work force

Growth

4. Operating costs5. Business development/Logistics6. Lack of workforce7 Updated technology

4. Operating costs5. Business development/Logistics6. Lack of workforce7 Updated technology

Productivity/Efficiency

Product Solution

Sets7. Updated technology8. The economy9. Competition

10. Communications problems

7. Updated technology8. The economy9. Competition

10. Communications problems

Customer Servicepp

* Yankee Group

“A Better Way to Work”“A Better Way to Work”A Better Way to WorkA Better Way to Work

ConsumerWants/Needs

ClientChallenges/Solutions

Small and medium-sized businesses don’t consider

Bell Atlantic will show you how to actualize the power

communications needs a top priorityNew communications

of communications and other technologiesProvides small businessesNew communications

technologies/services are complex

Provides small businesses with tailored solutions to maximize their:– Customer Service– Growth– Productivity/Efficiency

Bell Atlantic General BusinessBell Atlantic General Business——Integrated ProgramsIntegrated ProgramsTelevision (Branding and DR) drives responses and sales through other media

Branding TV (:30s)

DRTV (:60s)

Print

DRTV (:60s)

Radio

Mail

Guide

I t tInternet

Thank YouThank You