The things we do…

Weekly - Internal WIP & Finance WIP. No WIP with Client

Fortnightly – internal review of Competitor activities. Monthly Competitive Review to be sent out by the 3rd

of the following month Marketing Budget control Update Clients on weekly basis Act as reference point for all project co-ordination

between markets

One key/master contract versus localized contractsOne lead market versus localized executionsProduct focus vs. market focusRemuneration (Hours, retainer, fees, commission etc.)Local adaptations vs. local development – what are the parametersDealings with local client levels or regional client levelsResponsibility / accountability Key contactsCoordination with media/printers/3rd party vendors; if applicable

Different types of processeses

Then: Three regions Country focus Local, regional and global brands Unique packaging Specialized SKUs One off introductions Local executions Create it here Focus groups, gut judgment Disparate perspectives

Now: One Platform Category focus Global & Platform brand focus Packaging alignment Product harmonization Coordinated launches Global & Platform campaigns Adopt, adopt, platform wide efforts Sig./sig. Centralized view

Our Ad Development Starting Point

Asia: Regional advertising development process was created and

implemented two years ago in Asia While not perfect, process has helped, along with other practices,

to drive the creation of a more effective and efficient advertising program

Americas: There was no established, formal regional production process The sheer volume of work and differentiation on many of the

SKU’s and brands advertised made this a very difficult proposition

Recently, there appears to be more coordination than before

Key Learnings

Volume of work, even in Asia, was very heavy 20+ creates, all must be followed, if not, closely managed 60+ adopts, adapts, revisions, which must be managed almost as

closely as creates Americas makes this look like “child’s play”

No one was “the font of all knowledge” and cooperation between the local and regional was critical for success

Local had greater insights on competition, marketplace and target Regional had more knowledge of brand and equities as well as a

better perspective of the needs of other countries Time was not our friend

Local teams wait to both start and approve work as if they controlled the calendar

Regional leadership is difficult to schedule and “24 hour” like turnaround expectations are unreasonable

Key Issues Process Must Address Garnering right strategic inputs:

Local: Target, market and competitive Platform: Brand and campaign equities; link between Champion and

Participating countries (align Champion and Participating country requirements)

Managing timing: Significantly adjust the typical “fire drill” timelines to be sensitive to others schedules

Leadership/Approvals: Get the right people at the right time Global & Platform brands: Platform Marketing Directors lead, Managing

Director-Marketing/President sign off at key steps Local brands: Local MD’s lead

Action Standards: Sig./sig. in all countries where tests are conducted; adopts/adapts of sig./sig. work in all other cases

Split copy test results (i.e. sig./sig. in one country and missed hurdles in another) will be addressed on a case by case basis

Ultimately, we will look to leverage experience in copy testing same executions across different countries to better predict patterns and deal with special situations

Developing Platform Brand Portfolio & Classification

Category Global Platform Local*

Pest Control Baygon, Raid, OFF! Autan**, F-Killer**, All Out**, Paral, Skinguard**

Finis, Mosfly, Ratgon, Tikal, Skinguard, Mafu, Fuyi, Formitox, Oko, Mas

Air Care Glade (Brise), Oust Bayfresh**, Lysoform

Home Cleaning Pledge (Blem, Pronto, Pride), Duck (Pato), Mr. Muscle, Glade

Lysoform, Bayclin, Kabikiller, Pipe Unish, Shut

Beautiflor, Brishine, Bravo, Brilhol, Brillosita, Ceramicol, Completo, Colorfiel, Drano, Echo, Efro, Favor, Genie, GloCot, fantastik, Glomosa, Johnson, Klir, Klaro, Dremosa, Optimum, Purex, Pass, Quick, Roma, Roma Coco, SC Johnson, Valor Cementik, Vero, Axi, Crew, Clear, Daily Pure, Goodards, Finis, Freedom, Future, Hi-Glo, Java, Johnson Wax, Jubilee, K&F, Kantarch, Karakurin, Pato Purific, Plexon, Stubborn Dirt, Tenpuru, Terra Care, Windex, Vanish, Yukapita, Zukkurin

* Many Local brands are candidates for consolidation into Global brands; **Aligns with global positioning

Overview of Developing Platform Ad Process for Global and Platform Brands

Approval Roles and ResponsibilitiesPlatform Marketing

DirectorsManaging Director-Marketing/President

Concept Development

USP, Positioning etc. approvals

Creative Development & Approvals (including GSARA)

Animatic Development & Copy Testing

Shooting Board

Final Production

Final approval

Final approval

Secondary

Final approval

Secondary approval

Final approval

Secondary

Final approval

Final approval

Secondary

Secondary

Secondary

4 weeks

2 weeks

7-8 weeks

2 weeks

5-6 weeks

Timing

TBD

See appendix for detailed step by step actions

Appendix: Ad Process - Step by Step

MANAGING

DIRECTOR-

MARK ETING/

PRESIDENT

PLATFORM MARK ETING

DIRECTOR

Step1: Gather regional and champion country team

X

Step 2: Draft concept for approvalY

Step 3: Garner feedback for draft conceptY X

Step 4: Final approval of conceptX

Step 5: Test concept (qualitative and quantitative)

X

Step 6: Modifications/refinements to concept

Y

Milestone Step

Validation of concept to be used as basis for for advertising development

X

X = Lead Decision MakerY = Provide Input

Y (concept tested local)

X

Y

Y

X

Y

Phase 1: The Concept

Y

Y

Y

Client Agency

Action Steps

Roles and Resposibilities

CHAMPION COUNTRY

MANAGING

DIRECTOR-

MARK ETING/

PRESIDENT

PLATFORM MARK ETING

DIRECTOR

Step1: Review concept test results for BAR implications

X

Step 2: Draft initial BARY

Step 3: Garner feedback of draft BARY

Step 4: Moidifications/revisions to BARY

Step 5: Obtain clearance for claims/key support points

X (GSARA)

Milestone Step

Final Approval of BARY X

X = Lead Decision Maker

Y = Provide Input

Y

Y

X

Y

Y

Phase 2: BAR

Y

Y

Y

X

X

X (Local issues)

Y

Client Agency

Action Steps

Roles and Resposibilities

CHAMPION COUNTRIES

MANAGING

DIRECTOR-

MARK ETING/

PRESIDENT

PLATFORM MARK ETING

DIRECTOR

Step1: Creative development, testing and production timeline

Y

Step 2: Approval of timeline X

Step 3: Assign Creative team; begin creative development

Step 4: Initial creative presentation Y

Step 5: Revisions to creative Y

Step 6: Obtain clearance for all claims/copies (including GSARA)

X

Milestone Step

Creative approval X Y

X = Lead Decision Maker

Y = Provide Input

Roles and Resposibilities

Y X

CHAMPION COUNTRIES

Y

Phase 3: Creative Development & Approvals

X

Y

Y

Y

Y

X

Client Agency

Action Steps

Y

Y

X

Y

X

MANAGING

DIRECTOR-

MARK ETING/

PRESIDENT

PLATFORM MARK ETING

DIRECTOR

Step1: Contact ASI/MWB and coordinate copy testing X (Research Director)

Step 2: Prepare an estimate for animatic production

Step 3: Approve animatic production estimate Y

Step 4: Produce and present animatic Y

Step 5: Revisions to animatic Y

Milestone StepFinal approval of animatic for copy testing

Y X

X = Lead Decision Maker

Y = Provide Input

Y

Y

X

Y

X

YX

AgencyClient

Action Steps

Y

Y

X

Roles and Resposibilities

CHAMPION COUNTRIES

Y

Phase 4: Animatic Development & Copy Testing

MANAGING

DIRECTOR-

MARK ETING/

PRESIDENT

PLATFORM

MARK ETING DIRECTOR

Step1: Receive and review copy test scoresY

Step 2: Prepare next step recommendationY

X

Step 3: Revisions to creative (or start back from BAR phase)/develop final storyboard

Y

Step 4: Obtain clearance for any new/revised claims/copies (including GSARA)

X (GSARA)

Milestone Step

Approval of shootingboard for final production

X Y

X = Lead Decision Maker

X (local cleanrance)

Y

Action Steps

Y

X

Y

Y

Client Agency

CHAMPION COUNTRIES

Y

Phase 5: Shooting BoardRoles and Resposibilities

X

MANAGING

DIRECTOR-

MARK ETING/

PRESIDENT

PLATFORM MARK ETING

DIRECTOR

Step1: Bid job/prepare production estimate and timetable

Y

Step 2: Approve estimate Y

Step 3: Obtain final approval for commercial Y

Step 4: Pre-production-talent, music, etc approvalsY

Step 5: Shoot Y

Step 6: Present rough cut Y

Step 7: Revisions to rough cut Y

Step 8: Finish commercial Y

Milestone Step

Approve final commercial for airing Y X

X = Lead Decision Maker

Y = Provide Input

X

Y

X

X

X

X

Y

Action Steps

Roles and Resposibilities

CHAMPION COUNTRIES

Y

Client Agency

Y

X

X

Y

Y

Y

Y

Y

X

Y

Phase 6: Final Production

Pest Control – Equity Development Projects

Brand Status Key Issue/Need Lead Timing

Baygon/ Raid

Brand Equity Guidelines completed

Proper and consistent implementation

Developed and Developing

Ongoing

Repellents Positioning approved, broadly, with the ability to address different usage occasions between and among the two platforms

Rumble Off! campaign Develop approaches behind Kids

and Family lines (including disease)

Test/evaluate/approve campaign approach

Develop campaign guidelines

Developing May – Nov.

Global and Platform Pest Control Key ProjectsFIK Blossom – F-Killer

Action Steps Completion (w/o) Duration

Claim Development November 20, 06 TBD

BAR December 4, 06 2 weeks

Creative Development & Approvals January 1, 07 4 weeks

Animatic Development January 22, 07 3 weeks

Copy Testing February 19, 07 4 weeks

Shooting Board March 5, 07 2 weeks

Final Production April 9, 07 5 weeks

On-air Date April 16, 07 1 week

Champion Countries:

Creative Development

Champion Countries:

Copy Testing

Participating Countries

Korea Korea Korea

Will re-use existing spot.

Global and Platform Pest Control Key ProjectsIACIK – Raid Marlin

Action Steps Completion (w/o) Duration

Project Initiation October 23, 06 1 week

BAR November 6, 06 2 weeks

Creative Development & Approvals December 4, 06 4 weeks

Animatic Development January 8, 07 5 weeks

Copy Testing February 12, 07 5 weeks

Copy Test Results & Direction if Failed February 26, 07 2 weeks

Creative Development & Approvals March 19, 07 3 weeks

Animatic Development April 9, 07 3 weeks

Copy Testing May 14, 07 5 weeks

Shooting Board May 28, 07 2 weeks

Final Production July 9, 07 6 weeks

On-air Date September 3, 07 2 weeks

Champion Countries:

Creative Development

Champion Countries:

Copy Testing

Participating Countries

Argentina Argentina Argentina, Chile, Uruguay, Mexico, Central America, Andean

New kickoff date TBC. See below

Global and Platform Air Care Key ProjectCompleted Projects

Project Name Lead Country Participating Countries

Completion date On air date

Mr Muscle Destroyer

Argentina South Africa (TBC) November ‘06 On air

Mr Muscle – Pre-spotter

Argentina November ‘06 January ‘07

Mr Muscle – Kitchen HD

Platform Indonesia, Philippines, Malaysia, Singapore, Taiwan*, Venezuela, Mexico, Argentina, Central America, South Africa, Central America, Brazil (’08), India, MENA, Australia, New Zealand

November ‘06 First on air date December ‘06

Mr Muscle – Mold and Mildew

Platform Philippines, Singapore, Malaysia, Indonesia, Thailand

November ‘06 December ‘06

Executive Summary/ Implications

30” copy should be the norm for DING production Avoiding comparative ad is the safest choice, although generic

categorical comparative ad could be done for the whole Platform, close collaboration with SCJ is still mandatory.

Family, kids and pets tend to work very well in general. Humor is difficult to achieve across platform, but light-hearted and positive tone is definitely welcomed in everywhere

Linear message with product benefits, simple storytelling with real life situations tend to work well across platform with few exceptions (Thailand, for instance)

There are many legal guidelines concerning especially Pest Control category, very close collaboration with SCJ and local agencies must be the norm practice to ensure accuracy and efficiency

Average SCJ copy duration

Average competitor’s copy duration

Can we make competitor claims? To what extent?

Guidelines of what is not allowed in the country

Some “do” that have worked well in the past

Some “don’t” that have worked well in the past

20” 30” No Not allowed to feature the following: dogs/ pigs/ mythical creatures (dragons, etc.) Strapless tops and “indecent outfits” (bikinis, etc.) Very strict regulations for pest control products – consult closely with SCJ legal

N/A N/A

Malaysia

Average SCJ copy duration

Average competitor’s copy duration

Can we make competitor claims? To what extent?

Guidelines of what is not allowed in the country

Some “do” that have worked well in the past

Some “don’t” that have worked well in the past

30” 30” Only general category comparisons are allowed, cannot compare brand to brand

Religion, superstitions, sex, superlative claims (unless substantiated with data)

N/A N/A

Singapore

End In Mind“How do I build an International Sub-Master?”

Technology/

Product Brand

Positioning/

B*A*R Creative IdeaCopy Testing Execution

Single technology.

OR

Base + low cost version.

Single global brand. Single B*A*R

Single global creative idea, easily adapted, rapidly deployed.

Rapid, efficient qualification

Limited number of executions.

Strong production efficiencies.

-Significant difference in underlying technologies/ products.

-Pricing issues.

Brand entropy.

-Multiple concepts.

-Varying competitive realities.

-Varying frames of reference.

Countries want to customize.

Need for local testing to confirm appropriateness for individual markets.

Cultural differences.

Languages.

Packaging variations.

Migration?

Accommodation?

-Limit concepts to 1+1A for D’ing and D’ed

-Address only true deal breakers.

-Lead market copy development and testing.

-Template approach to creative

-Lead market testing only

-Qualitative in locals?

Pre-production planning

Template approach to production

Ethnically neutral casting

Global talent buy-outs

Idea

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nB

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