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CARAT LITHUANIA CREDENTIALS 2016 VILNIUS, LITHUANIA OUR MISSION IS TO REDEFINE VALUE OF MEDIA FOR YOUR BUSINESS

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TODAY, EVERYTHING IS INTERCONNECTED, INTERDEPENDENT AND TRANSPARENT AS A RESULT OF THE RAPIDLY EVOLVING TECHNOLOGY LANDSCAPE, THE POINT OF ENGAGEMENT AND THE POINT OF TRANSACTION ARE CONVERGING THROUGH MEDIA. THIS MEANS THE CONTRIBUTION OF CARAT MEDIA SERVICES TO CLIENT BUSINESS IS MORE VISIBLE, IMMEDIATE AND MEASURABLE.

CARAT SERVICES OPERATING MODEL, SERVICE PACKAGE, ANALYTICS

KEY FACTS ABOUT CARAT NETWORK, POSITION, CLIENTS

INTEGRATED COMMUNICATION PLANNING METHODS AND TOOLS WE USE

CARAT IN A NUTSHELL WHY WE ARE DIFFERENT AND BETTER

TOPICS OF THE STORY

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CARAT IS A PART OF THE DENTSU AEGIS NETWORK (DAN), THE FIRST TRULY GLOBAL

COMMUNICATIONS NETWORK FOR THE DIGITAL AGE. WE ARE OPERATING IN LITHUANIA AND OTHER BALTICS COUNTRIES FOR ALMOST 20 YEARS ALREADY.

Number of staff:

• 21 (5 PROJECT TEAMS) Date founded in Lithuania and rest of Baltics:

• 1997

Global network

• DENTSU AEGIS NETWORK CEO: • RITA JERMAKAITE (8 YEARS IN POSITION)

Holding company in Lithuania

• AEGIS MEDIA CENTRAL SERVICES AS

Organizations:

• KOMAA, EACA MEMBER,

• CERTIFIED GOOGLE PARTNER

Market share

• CARAT OWNS 9,5% OF TOTAL INDUSTRY SHARE IN LITHUANIA (BY 2016 RECMA)

CARAT KEY FACTS

Other network companies in Lithuania:

• iPROSPECT – DIGITAL PERFORMANCE VIZEUM – MEDIA

foundation of independent media agencies under the name of BMS, later Carat

Baltic ownership consolidation

Aegis Group PLC becomes the single shareholder

joins CMS in LT, finalizing Vizeum Pan Baltic network

foundation of iProspect – digital performance agency

establishment of Data2Decisions center in Baltics

1997 2000 2001 2011

2014

2015

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OUR CLIENTS ARE THE LIFEBLOOD OF OUR BUSINESS AND WE NEED TO PUT THEIR INTERESTS

FIRST. WE GIVE OUR CLIENTS TOTAL AND ABSOLUTE COMMITMENT TO THEIR BUSINESS. THUS, EACH AND EVERY CLIENT IS #1 IN TERMS OF ATTENTION AND IMPORTANCE.

CLIENTS

TOP CLIENTS NEW BUSINESS WINS

CARAT have defined a number of procedures to ensure the protection and security of confidential client information in all areas of our operations: from management and organization procedures to general office and IT security.

CONFIDENTIALITY

from 2014

from 2014

from 2007

from 2007

from 2007 from

2011

from 2012

from 2004

from 2015

from 2002

from 2007

nuo 2011

from 2007

from 2015

from 2015

from 2015

from 2015

from 2016

from 2015

from 2016

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OPERATING MODEL

MEDIA PLANNER

ACCOUNT EXECUTIVE

Account executive is the key contact person for our client. Together with media planner, this team coordinates the customer service process – from strategic communications guidelines, all media planning to reporting. The team involves specialized in-house service units according to each client's need. All off-line and on-line communication services are performed in-house, by employees of CARAT and DAN group specialists.

EXPERIENCED MEDIA SPECIALISTS ARE IN THE HEART OF EVERY CLIENT TEAM. CARAT OPERATING MODEL ENSURES 100% QUALITY OF CLIENT SERVICING.

THE TEAM

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SCOPE OF SERVICES

CARAT proposes full communication service package. Our competence in ecosystem of bought-owned-earned media and advanced consumer researches allow us to shift from media or screen planning to audience planning. We will deliver and measure your audience whenever it may roam.

CARAT SERVICES

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MEDIA PLANNING

MARKET INTELLINGENCE

COMPETITIVE ACTIVITIES

RESEARCH SERVICES

SERVICE FREQUENCY FORMAT INCLUDED IN FEE?

Media planning

Media strategy development Annual live ppt presentation Yes

Media detailed planning and buying (online & offline) On demand plans in excel format Yes

Media negotiations, media buying Annual tripartite contract Yes

Campaign performance tracking Daily (TV) excel reports Yes

Post campaign media report Campaign based excel reports Yes

BTL activities On demand ppt presentation no, project based

Media market intelligence

Media Landscape: extensive presentation on media market Annual ppt report, live presentation Yes

Media Snapshot: recent media trends Monthly ppt report, available online Yes

Coomuniaction industry news and expert insights Daily website www.carat.lt Yes

"Client day" events (seminars) Twice a year live event Yes

Media training for client employees Annual Workshop on agreed topic Yes

Competitive activities

Competitors media monitoring report Weekly (TV) excel reports Yes

Advertising TV clipping of competitive category Weekly TV spots Yes

Competitive overview report and analysis Quarterly ppt report, live presentation Yes

Research services

Media audience data and tools (industry and proprietary) daily tool reports, data in excel Yes

CCC Benchmark research (insights for strategy) on demand tool reports, data in excel Yes

CCS Follow-up research (tailor made for client case) on demand ppt report, live presentation No, project based

Post campaign research (evaluation of campaign performance) on demand ppt report, live presentation No, project based

Newspoint (monitoring and analysis of the internet content) monthly ppt report, live presentation No, project based

iAnalyse reports on all digital marketing activities monthly tool reports, data in excel No, project based

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Data is the new currency in communications planning – time that we invest into analyzing past campaigns and marketplace trends brings back the value for planning future success of your campaigns.

ANALYTICS

ANALYSIS / MONITORING / CONSUMER RESEARCH

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Report contains campaign statistics on actual vs. planned delivery of media KPI’s: GRP/TRP, reach, spots, time zones split, special positions, stations performance, budget variations.

5 days after each campaign end.

Excel file.

Two types of Competitive overviews are proposed: 1) Competitors TV media tracking report – data summary of ongoing media activities of

defined competitors / sectors (campaigns, GRP’s, SOV/SOE distribution, weekly reach;

2) Competitive overview report and analysis – extensive overview of sector activities in all tracked media, insights, trend analysis, recommendations.

1) Every week for media tracking;

2) Quarterly report for overview.

1) Excel report; 2) Live presentation with ppt

deck.

Advertising clipping of competitive category – newly aired competitor TV spots samples, online banners, out-of-home posters.

Weekly

Video / image files. In case client requires ad clip of not traced category, TNS would charge 11€/clip.

Financial reporting formats and frequency are agreed with each client. Most frequent reports are: media commitment status reports, monthly savings delivery reports, TimePlanner reports on working hours, ad hoc reports from accounting system.

To be agreed To be agreed

Three sources of media market overview are provided: 1) Media Landscape: extensive presentation on media market developments; 2) Media Snapshot: recent media news and trends; 3) communication industry news and expert insights on www.carat.lt.

1) Landscape - yearly; 2) Snapshot - monthly; 3) site updated regulary.

1) Live presentation with ppt deck; 2) downlodable pdf file;

Consumer, communication, brand analysis, hypothesis testing using Consumer Connection System (CCS) research.

On demand Reports, live presentations or data tables are available – depends on a case.

FINANTIAL MONITORING

POST BUY ANALYSIS

MEDIA LANDSCAPE

COMPETITIVE OVERVIEW

CREATIVE MONITORING

CCS BENCHMARK INSIGHTS

ABOUT FREQUENCY NOTES

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At CARAT we follow uniform and comprehensive process to deliver business value at each stage of communications planning – from establishing feasible objectives to evaluation of results for further communication activities. This process is called INTEGRATED COMMUNICATIONS PLANNING

INTEGRATED COMMUNICATION PLANNING STRATEGY

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K2

IS A TOOL TO DEVELOP CONSUMER LED COMMUNICATIONS PROGRAMS AND MEDIA STRATEGIES WITH A MEASURABLE IMPACT

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IT’S OUR BELIEVE THAT EVERY STRATEGY MUST BE DATA PROVEN. SO, ICP PROCESS IS POWERED BY RESEARCHES IN EVERY STAGE:

Our group’s proprietary CONSUMER CONNECTION SYSTEM (CCS) is the deepest and the most sophisticated research for consumer and media analysis in the market – all from single source data – 3000 respondents in Lithuania. We use specially developed tool CCS Planner to analyze CCS data on daily base and find hard prove of our insights and decisions.

We cooperate with major research companies to collect

data for analysis…

COMMUNICATIONS We analyze where, when and how should we communicate to client’s target groups, what tone of voice should be applied.

CONSUMER We define the most valuable consumers in demographic and psychographic perspective, learn about their passions and interests, disclose the motivations behind their purchase.

BRAND & CATEGORY We discover motivations and needs within client category, define purchase decision path, outline the roles of the category/product in people’s lives.

MEDIA We decide how do we target client’s consumers most effectively, how does the media usage of the different target groups differ, and what is the impact of each of 50+ BOE media touchpoints to communication objectives.

from 1995

from 2009

from 2009

from 2011

… BUT THOSE ARE SEPARATE DATA SOURCES!

CCS Benchmark 3 000 respondents 90 min interview

CCS FOLLOW-UP

400 - 1 500 resp. 10-25 min

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WE ARE PROUD OF OUR CCS, BUT WE ALSO BACK OUR EXPERT DECISIONS BY THE BEST INDUSTRY TOOLS AND TECHNIQUES AVAILABLE IN THE INDUSTRY

TRADITIONAL MEDIA

PLANNING

Audience data and

tools

AEGIS CPP DB TV price

optimization

K2 TV audience optimization

ALLOCATOR budget

distribution

SHEDULER campaigns weight

distribution

CCS Integrated

communication strategy planning

Display campaigns

Traffic generation Traffic

optimization

DIGITAL COMMUNICA-

TION PLANNING

Traffic retention

Digital communication

analysis platform

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DATA SCIENCE DRIVEN COMMUNICATION PLANNING MAKES CARAT

DIFFRENT IN THE MARKETPLACE AND BETTER FOR OUR CLIENTS. THIS IS ACHIEVED THROUG OUR STRATEGIC FOCUS ON 3 EXPERTISE AREAS THAT DELIVER TANGIBLE AND MEASURABLE VALUE FOR A CLIENT - CONSUMER RESEARCH, PRODUCTIVITY AND CLIENT BUSINESS RESULTS.

CARAT „IN A NUTSHELL“

We daily use the most in-depth system in the market for understanding people’s relationships with media, product categories and brands - Consumer Connection System (CCS). Statistically reliable single source data, aggregated from 3000 respondents in Lithuania, enables to develop consumer centric communication plans, i.e. campaigns, that have direct and measurable impact of consumer decision.

By implementing Carat Productivity Program we are able to achieve certain level of additional value and/or volume of communication for a client. For example, number of Carat clients benefit from savings, that agency guarantees to a client based on committed budget. The program includes certain procedures, like media re-negotiations, agency benchmarking and KPI tracking

Client trust and their business knowledge built strong partnership bonds between Carat and our clients. We act as marketing consultants in optimizing media investments and consumer engagement. Client sales data availability allows us to implement econometric methods to evaluate and optimize ROI on media investments. clients.

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THANK YOU! PLEASE CONTACT US FOR MORE INFORMATION: UAB „CARAT“ A.GOSTAUTO 40B LT 03163 VILNIUS LITHUANIA T +370 5 249 72 41 WWW.CARAT.LT