AgencyCapabilities2009

marketing

communications

PUBLIC

RELATIONS

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We are small group of marketing communications professionals who have come together to form a candid community of talent with a common vision:

Create and sustain a working environment

which will complement our lives, inspire us

and positively impact our clients’ business

and our world.

AboutDialogue

+OurValues

Open and honest dialogue

Looking beyond the bottom line

True partnerships with our clients

Environmentally-friendly practices

+WhatWeDo

PublicRelations

Creative

Marketing

Market Research Marketing Plan Development

Media Planning Event Marketing

Sponsorship Management Trade Show Support

Strategic Planning PR Plan Development

Regional Agency Coordination Media Relations

Event Coordination Content Development

Media Audits Media Training

Internal Comms M&E Analysis

Ad/Web design Institutional

Collaterals Video News Releases

Brand Identity Logo design

An Integrated Approach

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ANALYSIS  Review existing research  Perform new

research  Industry review  SWOT Analysis  Business analysis  Competitive Analysis  Media Audit

PLANNING  Business &

Communication Objectives

 Target Audiences  Corp ID

development  Web design and

strategy  3600 Marketing

Strategy development

IMPLEMENT

 3600 Marketing Strategy

 Ongoing collateral production

 Media relations

 Advertising

 Event Marketing

METRICS

 Increased sales  Extended

distribution  Brand recognition  Web visits and

conversions  Impressions & Ad

Value  CPMs  Reevaluation of

strategy

AN INTEGRATED APPROACH DRIVES SUCCESS

MARKET

PENETRATION

OurMarketingApproach

+OurCollectiveBackground

Our Team

  30 years’ combined experience in marketing communications at global agencies

  A multi-cultural and savvy team of talented publicists and creatives

  Extensive experience in the U.S. and Latin American markets

  Fluency in English, Spanish, Portuguese and French

Our Experience   Consumer Products

  Education

  Entertainment

  Food & Beverage

  Financial Services

  Logistics & Shipping

  Technology

  Travel & Tourism

  Telecommunications

+WhoWeAre|NaomiNewton

  Naomi is a Managing Partner at Dialogue. She previously worked at firms such as Burson-Marsteller, The Jeffrey Group, and HSM Group.

  Naomi has managed several regional communications programs for companies such as Diageo, FedEx, Kaspersky Labs, Visa International, Western Digital and the ATP. Recently, Naomi submitted and won a GOLD SABRE Award for Latin America in 2008 for her contribution to a Diageo campaign and a BRONZE SABRE Award in 2009.

  A native of California, Naomi graduated from the University of California at Los Angeles in international studies and also has a master's degree in marketing from La Universidad de San Andres in Argentina.

+WhoWeAre|AndreaHerrmann

  Andrea is a Managing Partner at Dialogue. She previously worked at agencies such as The Jeffrey Group and Synapsys International, part of the Cisneros Group.

  She has managed several regional marketing communications programs for companies such as Kodak, Kaspersky Labs, Western Digital, Discovery Channel, Whirlpool, Royal Bank of Canada, and Getty Images.

  Andrea is a native of Brazil and graduate of Boston University in bus iness admin is t ra t i on w i th a concentration in marketing.

+WhoWeAre|ChristineGarsault

 Christine is a Communications Specialist at Dialogue. Prior to joining Dialogue, she previously worked at agencies such as Burson-Marsteller and Newlink.

  She has managed several regional communications programs for companies such as Sony-Ericsson, Mexico Tourism Board, and American Express Bank.

  A native of Venezuela, Christine holds a degree in business marketing from Florida International University and a master’s degree in Art History from Christie’s Education in London.

+WhoWeAre|GaryLattke

 Gary is the Creative Director for Dialogue. His strong design foundation takes on print, web and interactive projects while constantly exploring new technologies to help him deliver creative and inspiring visuals and concepts.

  Prior to joining Dialogue, Gary served as graphic designer for leading advertising firms such as Saatchi & Saatchi and Young & Rubicam, and has worked on projects for Royal Caribbean Cruise Lines, Celebrity Cruises, Bank United, The City of Coral Gables, Occidental Hotels & Resorts, Terremark and the The Related Gorup.

  Gary holds a graphic design degree from the University of Florida.

+OurCommunicationsNetwork

LCE (Local Communications Experts) Network:

We work with seasoned professionals in the U.S., Canada and 20 countries throughout Latin America and the Caribbean including:

•  Argentina •  Bahamas •  Barbados •  Bermuda •  Brazil •  Chile •  Colombia •  Costa Rica •  Dominican Republic •  Ecuador •  Guatemala

•  Jamaica •  Mexico •  Panama •  Peru •  Puerto Rico •  St. Lucia •  Trinidad & Tobago •  Uruguay •  Venezuela

+OurCollectiveExperience

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RecentExamples

ClientWork

+Buchanan’sForeverClient: Diageo

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  Dialogue is the regional coordinating agency for all media relations activities during the Buchanan’s Forever concerts in Latin America.

  Responsibilities include regional PR strategy development, local agency management, press conference management, artist interviews, spokesperson training, press collateral development, pan-regional media relations, analysis and reporting of results.

ScopeofWork:

+Results

  Results surpassed goals set by Diageo in some cases by more than 200%.

  Placements 1018

  Impressions: 752 million

  ROI: $7.24 million

  98% positive or neutral coverage

  80% Brand and/or program penetration

  Sample CNN clip:

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ScotchWhiskyInternationalMediaFAMClient: DIAGEO

Coordination of international press trip to Scotland to tour top whisky distilleries including brand homes of Johnnie Walker and Buchanan’s whiskies. 15 media in attendance from Latin America and the Caribbean.

+AttendingMediaIncluded:

  GQ Mexico

  Audi Magazine Brazil

  Vogue (Brazil)

  Poder Magazine

  Revista Semana (Colombia)

  Revista Soho (Colombia)

  Folha de Sao Paulo (Brazil)

  IstoE (Brazil)

  Luk Magazine (America Economia)

  IN Magazine

+SmirnoffExperiencePressTrip–ParisClient: DIAGEO

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  In July 2008, Dialogue was assigned to pitch and accompany international media to the Smirnoff Experience in Paris featuring Mark Ronson and Duran Duran.

Scopeofwork:

+DiageoWinesInternationalMediaFAMClient: DIAGEO

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  In March 2009, Dialogue was assigned to pitch and coordinate the first international media FAM to Argentina to promote Diageo wines and specifically Navarro Correas.

  Trip included grape picking and wine tasting sessions in Mendoza, as well as interviews of key spokespeople in Buenos Aires.

  Dialogue managed all logistics of trip including on-site coordination of international media.

Scopeofwork:

+MusicPromotionClient: Fania Records

Press release development and distribution announcing new Re-mixes. Development of E-card for promotion. Interview coordination and coverage analysis.

+Creative

MARKET

PENETRATION

NuNAATMarketingCollaterals&WebsiteDevelopment

MARKET

PENETRATION

BrasilTelecomMarketingCollaterals&WebsiteDevelopment

CoralGablesAdvertisingCampaign

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MARKET

PENETRATION

DiageoEPKforLA&C

 Created multilingual Electronic Press Kit for Diageo in Latin America and the Caribbean

 Press kit content included Diageo Overview, Category & Product information, Corporate Social Responsibility, and Executive Bios

 Press kit is in final stages of development and will be utilized by the entire LA&C region

Howwemeasureresults

  Identify measurement targets prior to activation:

 Quantitative  Sales  Number of registrations  Views and Conversions (for online campaigns)  Total clips by market  Impressions  Ad Value equivalencies  SOV analysis

 Qualitative  Branded mentions  Key message inclusion  Visual Impact  Changes in consumer attitudes  Spokesperson Visibility  Favorability  Pre-launch/post-launch media audit

+IntheNews

PIB Magazine Brazil Nov 2008

Avianca Magazine Mar 2009

+2009SabreAwardWinner

 Dialogue has been awarded the 2008 Bronze Sabre Award for its work on the Buchanan’s Forever Elton John Video News Release, b e a t i n g o u t o t h e r s e r i o u s competitors such as Weber Shandwick and Fleishman-Hillard.

  link to Awards List

Whatourclientssay  Over the past year, it has been my distinct pleasure of working with Dialogue,

having given them the opportunity to work in several areas of our business here at DIAGEO, including Scotch Whisky, Vodka, Wine and Beer categories, as well as leading the thinking and development of our Corporate Communications focus. On all fronts, unequivocally, Dialogue has demonstrated a superb track-record in collaborating upon as well as delivering world-class Brand Communications, with a particular bent to Cause Related Marketing programs that has further sustained our business interests in Latin America and the Caribbean. As a top Consumer Packaged Goods Company, and the world leading supplier of adult beverage brands, DIAGEO demands of our agencies and partners the highest of standards and quality. We have found that Dialogue has been well equipped to coordinate and lead some of our most important regional programs in LA&C. At DIAGEO, we pride ourselves not only by the premium brands in our portfolio, but by the high caliber of people that we surround ourselves with. In this regard, Dialogue has shown a high level of passion not only for our brands, but further, demonstrate a keen and insightful understanding of both our business and consumers. Qualities such as this as well as an unmatched determination to succeed, all the while being nimble, lean and business savvy have all contributed in growing not only our business, but indeed our relationship as well.

Stuart Kirby, Head of Public Relations, DIAGEO LA&C

Whatourclientssay  During the previous year and half Dialogue has been supporting our organization with

all corporate marketing initiatives including website and collateral development as well as trilingual translations of key materials used throughout our markets. Dialogue has consistently demonstrated a level of professionalism and consistency that is unparalleled. They’re collaboration and brand building experience has facilitated our brand cleanup efforts and promoted the building of a clean, consistent brand to the market. We have found that Dialogue has been well equipped to coordinate and lead some of our most important regional programs in Venezuela, U.S. and Brazil. In this regard specifically, Dialogue has demonstrated impressive interest and aptitude for learning our complex portfolio of products, and further, demonstrated an outstanding understanding of both our industry and markets. Their knowledge of our offering and industry has enabled them to make important recommendations with an outside perspective that is key to our success. During our partnership we have found Dialogue to be incredibly responsive, agile and business savvy which has forged a strong value proposition and has also helped paved the way for strong collaborations as well. At Brazil Telecom GlobeNet, we pride ourselves not only on our superior network and outstanding reputation in the market, but also for the caliber of partners. Our partners and vendors must meet and deliver the highest quality programs and materials while maintaining the strictest of confidence. We highly recommend Dialogue to any organization looking to partner with a strategic agency that can deliver quality creative with superior account management service and expertise.

Beatriz Pedrosa, Marketing Director Brasil Telecom

CurrentProjects

 Baileys Listen to Your Lips Campaign – Regional coordination in Latin America

 Buchanan’s Forever concert tour set for January 2010

 Diageo Corporate Communications Regional Coordination

 Brazil Telecom New Corporate Identity

 Premium Vodka International Media FAM to Holland and France

 Guinness 250 Year anniversary International Media FAM

THANK YOU.

For more information, visit www.thedialogue.biz