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A presentation of Euro RSCG Worldwide PR, a PR & Coporate Communications division of Euro RSCG Worldwide network
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An Introduction to Euro RSCG Worldwide PR
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Euro RSCG Worldwide PR - Part of the Euro RSCG Worldwide Network
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An Overview of Euro RSCG Worldwide PR
_ Headquartered in Paris with a strong established network across 28 wholly owned agencies in 15 countries
_ Extensive experience in creating and managing PR programmes for a wide range of clients of all sizes globally
_ Best Corporate Communications Agency in Europe (Holmes Report)
_ Ranked #1 in France and Israel, top 3 in Poland, top 5 in Germany, Finland and The Netherlands, and the only specialised corporate communications agency in the Middle East
_ In the UK, winner of the Campaign of the Year 2007/08 (PR Week) and voted PR Firm of the Year 2008 (Hedgefund Journal Awards)
_ Winner of Best Communication Case in France and Benelux (European Excellence Awards 2008)
Laurent HabibEuro RSCG WW PR
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Sydney, Canberra, Melbourne, Australia; Bangalore, Mumbai, New Delhi, India; Manila, Philippines
Asia Pacific:
Tel Aviv, Israel; Beirut, Lebanon; Dubai, U.A.E.
Middle East:
Prague, Czech Republic; Helsinki, Finland; Paris, France; Düsseldorf, Frankfurt, Hamburg, Germany; Milan, Rome, Italy; Rotterdam, Netherlands; Warsaw, Poland; London, Edinburgh, Manchester, U.K.
Europe:New York, San Francisco, Los Angeles, Pittsburgh, USA
North America:
1,200 pr & corporate experts. 15 countries. 28 offices.
Global Coverage
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Sydney, Canberra, Melbourne, Australia; Shanghai, China; Bangalore, Mumbai, New Delhi, India; Manila, Philippines
Asia Pacific:
Tel Aviv, Israel; Beirut, Lebanon; Dubai, U.A.E.
Middle East:
Prague, Czech Republic; Helsinki, Finland; Paris, France; Düsseldorf, Frankfurt, Hamburg, Germany; Milan, Rome, Italy; Rotterdam, Netherlands; Denmark, Sweden, The Nordics; Warsaw, Poland; Madrid, Barcelona, Spain; London, Edinburgh, Manchester, U.K.
Europe:New York, San Francisco, Los Angeles, Pittsburgh, USA
North America:
1,500 pr & corporate experts. 29 countries. 49 offices.
Global Coverage – Euro RSCG WW PR and Affiliates
Mexico City, Mexico; Lima, Peru; Panama, Panama; Buenos Aires, Argentina; Caracas, Venezuela; Bogotá, Colombia; Montevideo, Uruguay; Quito, Ecuador; La Paz, Bolivia; Brasilia, Sao Paulo, Rio de Janeiro, Brazil; Santiago, Chile
LATAM:
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Top 10 Global Network
Agency Name Agency HQ
1 Fleishman-Hillard USA
2 Weber Shandwick USA
3 Edelman USA
4 Burson-Marsteller USA
5 Hill & Knowlton USA
6 Ketchum USA
7 Ogilvy Public Relations USA
8 Porter Novelli USA
9 Brodeur Pleon Worldwide USA/Germany
10 Euro RSCG Worldwide PR France
11 Manning Selvage & Lee USA
12 Publicis Consultants France
13 GolinHarris USA
14 GCI Group USA
15 Waggener Edstrom USA
16 Ruder Finn USA
17 Cohn & Wolfe USA
18 APCO Worldwide USA
19 Financial Dynamics U.K.
20 Text 100 USA
Source: The Holmes Group, July 2007
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Our Key Clients
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Our Capabilities
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Global Leader in Financial Communication
Source: The Holmes Group, 2007
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Global Leader in Corporate Communications
Source: Mergermarket, 2009
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North American Leader in Corporate Communications
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Best Corporate Communications Agency in Europe
Source: Strategies, May 2008
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Winner of PR Campaign of the Year UK
Source: PR Week, 2008
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Named French PR Consultancy of the Year 2009
(Source: The Holmes Report 2009)
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Recognised Talents
_ 2008 European Consultancy of the Year
_ 2008 Baltic Region Award (Volvo C30 Launch in Poland)
_ 2008 Best Communication Case France (INPES)
_ 2008 Best Communication Case Benelux (World Whisky Index)
_ 2007 Financial Consultancy of the Year
_ 2007 Best Campaign of the Year – Grand Prix
_ 2007 Best Corporate & Business Campaign
_ 2007 Best Financial Communications Campaign (Mittal Steel bid for Arcelor)
_ 2007 Best European PR program (Mittal Steel bid for Arcelor)
_ 2007 European Communications Awards for best M&A communications in Europe
_ 2006 Best European Financial Communications Campaign
_ 2006 Benelux Consultancy of the Year
_ 2006 Financial Consultancy of the Year (AMO network)
Source: Sabre Awards/Holmes Report, 2006- 2008 & European Excellence Awards 2008
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And Recognised Thought Leadership
_ Brands in Recession (2008)
_ Role of Corporations in Today’s Society (2007)
_ Opinion Leaders – The new generation of corporate, finance, media and influencers (2006)
_ E-influence (2006)
_ Corporation in Crisis and the Media – The Misunderstanding (2005)
_ The Common Values of Europeans (2005)
_ Opinion Leaders – The Society of Mistrust (2004-2005)
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A Multi-Discipline Network
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10 Global Practices
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A network expert at consumer and brand PR…
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Totally LondonShowing the world London’s green spaces
Brief
_ Promote to the world at large, London’s green spaces
Strategy
_ Maximise coverage with a large scale event in a high profile location and amplify campaign through image and content-led assets
Implementation
_ Transform Trafalgar Square into a park
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Totally LondonShowing the world London’s green spaces
Results
_ PR value measured at £11,106,869, with 925,971,000 total opportunities to see and return on spend of 2777:1
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LevitraBreaking out of a ‘me-too’ positioning
Brief
_ Rapidly increase brand-name recognition of Levitra by consumers globally and establish a clear, differentiated positioning against the category generic Viagra
Strategy
_ Develop a global PR campaign to simultaneously launch across multiple channels based on the insight that female partners play an increasing role in the diagnosis and treatment of ED
Implementation
_ The campaign featured Jerry Hall as the global ambassador – the first time a woman has led an ED awareness campaign
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LevitraBreaking out of a ‘me-too’ positioning
Results
_ The global campaign was described by the brand director as Bayer’s most successful initiative in its 250 year history with sales exceeding category growth and client targets by 15-34%
_ Media impressions for Levitra far exceeded Viagra and Cialis, with 1 billion media mentions in the month post launch alone
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L’Oreal – VichyLaunching in the US market
Brief
_ Support strategic plan to launch Vichy, a L’Oreal skincare brand in the US market
Strategy
_ Focus on the importance of skin health as a first step in overall health
Implementation
_ Hosted national media launch event in Rockefeller Center in NYC
Results
_ Within 6 months of launch, we generated over
390 million media impressions for Vichy - achieving
an 11% share of voice in the media (equal to
established competitor brand Olay)
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SearsDon’t just give a gift, grant a wish
Brief
_ Use disruptive tactics to make the Sears brand ‘pop’ and gain share of voice in a cluttered holiday marketplace
Strategy
_ Bring back the Sears ‘Wish Book’ after a 14 year hiatus, and create a 360° program, led by PR, to encompass advertising and promotions
Implementation
_ Launched a larger-than-life Wish Book (30 ft.) in Times Square and The Trump Tower with teams of holiday “Wish Makers” distributing Wish Books in the top five Sears markets
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SearsDon’t just give a gift, grant a wish
Results
_ Increased sales noted over Q3 - Black Friday spike in sales
_ Garnered over 260 million impressions in key media outlets such as CBS The Early Show, ABC’s The View, Redbook Magazine, Wall Street Journal, New York Times, and MSNBC.com
_ Reached an additional 30,000 target consumers with the Wish Maker program in the key markets and allowed for one on one dialogue with target Sears customers
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LacosteMoving to a lifestyle positioning
Brief
_ Shift perception of Lacoste in India from a Polo brand to a lifestyle brand
Strategy
_ Engage a high-profile Indian celebrity to champion Lacoste’s new image
Implementation
_ We secured Karan Johar, India’s leading film director, and a cutting edge trendsetter, to model the Autumn Winter 07 collection for L’Officiel, India’s leading high fashion and luxury magazine
Results
_ Branded editorial coverage of the shoot appeared over three successive issues of the magazine which generated great mileage
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British ArmyThe Expedition
Brief
_ Raise media excitement and build army reputation for ‘The Expedition’
Strategy
_ Maximise coverage by providing constant information flow from the team on Everest
Implementation
_ 24 hour broadcast feeds from the mountain were packaged, transmitted and sold into broadcast media
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British ArmyThe Expedition
Results
_ An exclusive partnership with Sky News yielded 200 news items worth close to £1m
_ The campaign achieved a media reach of 354 million - 6 hits per UK consumer, and 55% awareness amongst the entire UK population with 94% positive media coverage
_ 30,000 enquiries were made about a career in the Army
_ PR Week Gold Award – Campaign of the Year 2007
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French Presidency of the European Union Celebration
Brief
_ Celebrate France’s Presidency of the European Union
Strategy
_ Use one of France’s most well known and powerful monuments
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A network that believes that content and entertainment will drive the future of brands…
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Ben & Jerry’sSundae on the Common
Brief
_ Generate exposure for the brand across the summer with a series of PR splashes
Strategy
_ We developed a brand experience platform - an event that could contain the complete brand essence and bring it to life
Implementation
_ We created a music festival ‘Ben & Jerry’s Sundae on the Common’
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Ben & Jerry’sSundae on the Common
Results
_ In 2008 total PR value was measured at £2.8million with over 50 million total opportunities to see. ‘Sundae on the Common’ is now in its 5th year.
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Paris 2012The Olympics come to Paris
Brief
_ Raise awareness of the Paris 2012 bid
Implementation
_ Literally re-create The Olympics for the day along The Champs-Elysées
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Paris 2012 The Olympics come to Paris
Results
_ 1 million spectators, 2000 paid staff, 700 volunteers and 150 world champions
_ More than 300 articles, 15 hours of TV coverage broadcast in 60 countries and over 90 TV channels
_ Won a Gold Media Cannes Lion
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MotorolaRed Square
Brief
_ Raise awareness for Motorola’s association with the charity initiative – Red, and the launch of the red MOTOSLVR handset
Strategy
_ We took the then hottest music act of the moment – Scissor Sisters – and developed a live music event
Implementation
_ Trafalgar Square was transformed into Red Square, for one night only
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MotorolaRed Square
Results
_ 155,000+ applied for tickets via SMS mechanic achieving a capacity sell-out of 16,000
_ Consumers all wore red clothing for the event
_ 4,000+ Bluetooths broadcast on the night - 25% of the capacity
_ A TV show was broadcast on the same night as the event on Channel 4 and has since aired 4 times – the audience currently stands at 1.4 million.
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A network skilled at managing the most critical moments in a company’s life…
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Major Financial Operations
IPOIPOIPO
Acquisition proposal
Acquisition by PPR
IPO
Merger Alcatel Lucent
IPO
Acquisition Orascom
Hostile acquisition of
Sanef
Continental/ Delta merger
proposalsAcquisition
Media & Broadcast
Acquisition proposal
Acquisitions VUP + Warner
PublishingAcquisition
Foncia
Merger NYSE /
Euronext
Acquisition of Arcelor
Acquisition of BNL (Italy)
Demerger/ Spinoff of beverages unit
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Alcatel-LucentThe merger of equals
Brief
_ Develop a global communications strategy surrounding the announcement of the merger, and manage post-merger integration communications
Strategy
_ Create positive energy around a merger that had previously failed and was under huge national scrutiny
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Implementation: A 360° approach
Alcatel-LucentThe merger of equals
Corporate advertising Financial communication roadshows
Internal communications program including “day one breakfast” in all offices around the world
Intranet/Change management Press relations and public affairs Crisis management
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Crisis Management
Avian flu crisis
2003 August heatwave crisis
3 profit warnings in a year
Crash of the Roissy T2E Airport terminal
Company value down 30% after US senators cancelled the Sodexho
US army contract during the first days of the Iraq
war
McDonald’s fight against José Bové and
anti-american sentiment
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McDonaldsUsing a crisis to build a corporate image
Brief
_ Ensure McDonalds in France was not made the scapegoat for anti-American sentiments amidst the tensions of the WTO negotiations in Seattle
Strategy
_ Frenchify McDonald’s by showing that McDonald’s France makes all its purchases from French producers and chooses to be measured by French food safety criteria
_ Launch of the ‘Made in France’ campaign
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McDonaldsUsing a crisis to build a corporate image
Implementation
Corporate advertising campaign In restaurant marketing with educational posters
Presence at the major French Agricultural Fair
‘Transparency days’ – behind the scenes at McDonald’s
Corporate PR Product PR for new healthy eating range
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MicrosoftWindows Vista
Brief
_ Fight back against the early poor reviews of Windows Vista
Strategy
_ The plan was divided into 3 phases – buzz, B2B and B2C
Implementation
_ Final grand public launch at the Arc de Triomphe, attended by 201 journalists
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MicrosoftWindows Vista
Results
_ 281 media impressions, with 45 TV mentions, 66 radio mentions, 70 press articles and 100 online articles
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Corporate Global Brand Strategy
Building the Reputation of the Leader of Nuclear Energy
Accompany the M&A and the Creation of BNP Paribas
Turning the French Electricity Institution into
a Global Energy Brand
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Corporate Global Brand StrategyAirbus
Brief
_ Transform a European B2B organisation into a leading global brand
Strategy
_ Move to unified branding through a new corporate design
_ Market Airbus directly to the end user – the frequent flyers
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Corporate Global Brand StrategyAirbus
Implementation
Unified global brand and new corporate guidelines
Corporate advertising campaign
The launch of the A380 the biggest aircraft in history
Ongoing press management
Internal employee communication
Unified Publishing across corporate, consumer and technical
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Euro RSCG Worldwide PRIndividual Office Snapshots
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Abernathy MacGregor Highlights
Source: 2008 Full Year M&A Review
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IPOIPOIPO
IPO
Share price guarantee
Merger of Alcatel Lucent
IPO
Acquisition Orascom
Acquisition of BNL (Italy)
Merger Caisse Epargne /
Banque Populaire
Acquisition Media &
Broadcast
Acquisition Beni Stabili
Acquisitions VUP + Warner
Publishing
Acquisition Foncia
Merger NYSE /
Euronext
Acquisition BNL Italie
Hostile acquisition of
SanefIPO
and delisting
Friendly take over of Geodis
remaining Shares
Euro RSCG C&O Financial Communication Highlights
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The Maitland Consultancy Highlights
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Thank you