“Corporate Profile”

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Our Mission

“Our mission is to support our clients to reach their business targets. We assimilate their business strategies and serve them to reach their business targets through our communication and relationship expertise.”

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Who We Are• Established in September 2007 by Ahter Kutadgu

• Member of Worldcom Public Relations Group

• Our international partner FD (Financial Dynamics)

• Our expertise areas:

- Corporate Communications

- Business and Marketing Communications

- Stakeholder Engagement

- Media Relations

- Change / Internal communications

- Crisis Communications

- Social Media Management

How we are organised?

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Three business units specialized in PR, Stakeholder Engagement and Social Media

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• Graduated from Istanbul University Law Faculty after Saint Joseph French HighSchool (1987)

• Worked for Ditaş-Deniz İşletmeciliği ve Tankerciliği A.Ş. as legal advisor (1990-1991)

• For Mobil Oil Türk A.Ş as legal and regulatory affairs manager (1991-1995)

• For Unilever Turkey as General Counsel (1995-1999) and then as Board Memberand Corporate Affairs Director (1999-2002)

• For Nestle Turkey as Board Member and Corporate Affairs Director (2002-2005);

• For Sabancı Holding as group corporate communication director (2005-2006);

• For Türk Telekom as VP corporate affairs (2006-2007);

• Managing Partner in Kutadgu Consulting (Sept.2007 - )

• Between 2003-2007 he acted as YASED (International Investors Association) boardmember and as TOBB (Turkish Union of Chambers and Trade Bourses) FDI CouncilVP; between 2003-2004 as ŞEMAD and ECR Turkey board member.

Managing PartnerAhter Kutadgu

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Worldcom

• The Worldcom Public Relations Group is the world's leading network of independently owned public relations firms.

– Established in 1988, over 22 years in the market– Professional independent public relations firms serve national,

international and multi-national clients while retaining the flexibility and client-service focus

– Worldcom clients have on-demand access to PR experts who understand the local language, culture and customs

• The Worldcom Public Relations Group has 110 offices in 97 cities in 42 countries on six continents with more than 2,000 employees and a revenue of more than US $215 million in 2009

• As a partner in Worldcom Public Relations Group, Kutadgu is active in the Word of Mouth Marketing Association. Learn more about WOMMAat http://WOMMA.org.

World leading adviser on financial & strategic communications.

“Financial Public Relations Firm of the Year” 2010 Europe and Asia-Pacific.

Global reach, sector expertise, focused on business and finance.

No other firm advises on more critical events: IPOs, M&A, issues, crises.

Headquartered in London since 1986.

700 employees; 1,000 clients; 30+ offices and 60+ affiliates worldwide.

Consistently ranked #1 financial PR / IR adviser in Europe, 2001 -2010

Since 2006, part of FTI Consulting Inc., world leader in corporate restructuring, forensic, litigation and economic consulting.

Our international partner FD (Financial Dynamics)

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Our Approach & Key Characteristics • Our Approach

- Your reputation is our reputation- Communication ultimately serves to reach business

objectives- Sustainable relationships/engagements are key for success

• Our Key Characteristics- Business value driven- Proactive- Always accessible- Deadline obsessive- Fast- Open and frank

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Strategic ProcessBusiness Objectives & Strategy

Competitive Analysis & Reputation Survey

SWOT Analysis

Communication Objectives

Positioning & Key Messages

Stakeholders & Target Groups Analysis

Specific Messages to Stakeholders & Target Groups

Communication Tools/Channels Analysis

Strategy

Action Plan

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How we measure our performance• Stakeholder Assessment through pre/post Reputation Surveys

- Yearly assessments - Quarterly corporate communications effectiveness assessments

• Media Coverage- Targeted message delivery- Reach to right audience

• Syndicated surveys e.g. most reputable , admired companies, best companies to work for, accountability ratings

• Stakeholders attitude/behavioral change, engagement• Targeted 3rd party endorsements• Alternative/social media reach and feedback• Ambassador recruitment

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Reputation Management Approach

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Corporate Communications

Media Relations Management

Expertise Areas

Risk & Crisis Communications

Business & Marketing Communications

Change / Internal Communications

Stakeholder Engagement

∙ Formulation and management of corporate communication strategy

∙ Sponsorship management

∙ Sustainability/Corporate social responsibility management and communication

∙ Leadership communication

∙ Issue/Agenda management

∙ Stakeholder management (media, NGO’s, academia, governmental authorities)

∙ M&A communication∙ Public Affairs

Social Media Management

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Corporate Communications

Media Relations Management

Expertise Areas

Risk & Crisis Communications

Business & Marketing Communications

Change / Internal Communications

Stakeholder Engagement

•Brand Positioning

•Business segment / categorycommmunication planning andexecution

•Strategic marketing communication planning

•Special costumer groups communication and execution

•Product launch communication planning and execution

•Social media engagementSocial Media Management

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Corporate Communications

Media Relations Management

Expertise Areas

Risk & Crisis Communications

Business & Marketing Communications

Change / Internal Communications

Stakeholder Engagement

Relationship and communication management services for investment projects having social and environment impacts (e.g. infrastructure, energy, agriculture) in line with international and local requirements and standards

• Stakeholder identification and mapping

• Formulation and execution of stakeholder engagement strategy

• Establishment and management of grievance mechanism

• Recording / monitoring / reporting

And

• Strategic planning and execution of mediarelations, crisis communication andinternal communication to support and toimprove the effectiveness of stakeholder engagement

Social Media Management

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Corporate Communications

Media Relations Management

Expertise Areas

Risk & Crisis Communications

Business & Marketing Communications

Change / Internal Communications

Stakeholder Engagement

• Formulation and execution of media relations strategy for traditional and social media

• Establishment of realistic and sustainable relationship with due consideration to internal dynamics of the media

• Setting media agenda

• Messaging and conveyance to the right media

• Special reports / dossiers

• Social Media tracking

• Qualitative / quantitative media coverage analysis and reporting for both traditional and social media

Social Media Management

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Corporate Communications

Media Relations Management

Expertise Areas

Risk & Crisis Communications

Business & Marketing Communications

Change / Internal Communications

Stakeholder Engagement

•Crisis Planning & Drills •Reputation Management & Crisis

Communications in incidents such as:

− Product Recalls/Liability − Industrial Accidents − Fires, Explosions− Chemical Spills− Misconduct, Negligence− Litigation Communications− Food Contamination/Illness− Identity/Security Breach− Strike− Business disposal/downsizing− Company/product boycott

Social Media Management

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Corporate Communications

Media Relations Management

Expertise Areas

Risk & Crisis Communications

Business & Marketing Communications

Change / Internal Communications

Stakeholder Engagement

• Strategic management of information flows to ensure the optimal level of employee engagement

• Alignment of employees to business objectives and strategies

• Reinforces the vision, values and culture among employees

• Good internal communications− Builds understanding− Promotes engagement− Reinforces values− Prepares people for crises

• Good internal communications is− Clear− Credible − Concise− Consistent− Constructive− …and Timely

Social Media Management

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Corporate Communications

Media Relations Management

Expertise Areas

Risk & Crisis Communications

Business & Marketing Communications

Change / Internal Communications

Stakeholder Engagement

Social Media Management

• Online Media Monitoring− Simultaneous monitoring of the web with key

words for company, brand, products, employees, competitors or all movements related to industry Web news sites, portals, blogs and comments Social networks (Facebook) Micro blogs (Twitter, Friendfeed) Video and photo sharing sites

(Flicker,YouTube vb.) Forums, announcement fields and dictionary

sites• Analysis and reporting

− Real-time reporting of screening results on a daily basis

− Analysis, determination of the strategy and periodic reporting

• Implementation− Creation of online communication strategy in

line with the overall communication strategy− Inline with the strategy:

− Management of the Facebook and Twitter

− Formulation and implementation of intervention methods

− Content creation and management− Online crises communication

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Current Clients

Key Credentials

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• Telecommunication, FMCG, food & agriculture, energy and utility / infrastructure, sectoral business understanding and experience

• Expertise in managing stakeholder engagement process for major investment projects in line with international requirements and standards.

• Longstanding trust based media relations at all levels

• Expertise in effective use of social media for communication purposes

• Crisis management experience in various sectors, incidences and corporate structures

• Experience in multinationals and national companies

• Experience in program / project management

• Partnerships and co-operations currently existing with the WorldCom and the FD enables Kutadgu to provide reputation management, financial communication, business&marketing communications, traditional&socialmedia managements and event management in the international arena

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Caferağa Mah. Safa Sok. No:6 34710 Kadıköy, İstanbul

Tel : +90 216 348 44 44 - 45Fax : +90 216 348 44 46

info@kutadgu.com.trwww.kutadgu.com.tr

Contacts

Kutadgu Team Experiences

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Corporate Communication – Kutadgu Team Experience 1

Credentials

• Corporate communication strategies of Unilever Turkey, Nestlé Turkey, Sabanci Holding, Turk Telekom, Kraft Foods Turkey, Sony Ericsson Turkey, Boehringer Ingelheim, Actavis, Karsan Automotive, TEB-BNP Paribas, Limak Holding , YASED-International Investors Association, Unit Group, Erdem&Erdem, OMV, Koç Bilgi Group, Kimberly-Clark,Borasco (OMV Gas&Power Turkey), Tchibo Turkey, Jival, Simfer, Eurasia Tunnel, Ziebart and 3M

• “Picasso in Istanbul” exhibition sponsorship for Sabancı Holding

• CSR Projects:

― “Topkapı Palace CIF Cleaning”, “Living Lakes Turkey (Uluabat)” and “Klazomenai, reveal of the first olive oil workshop: Unilever Turkey

― Nutrition I Can (Beslenebilirim): Nestlé Turkey ― Sabancı foundation VAKSA projects: Sabancı Holding ― Computer Literacy Program: Turk Telekom; ― CSO (Presidential Symphonic Orchestra) sponsorship and microcredit for

small entrepreneurs in South East Anatolia: Limak ― Green Info Platform project: Koç Bilgi; ― Stakeholder management program: Borasco (OMV Gas&Power Turkey)

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Corporate Communication - Kutadgu Team Experience 2

Credentials

• Issue management for GMO’s, unfair competition in food industry, E Codes in food, Tariff rebalancing in telecommunication and margarine consumption

• Leadership communication management for, Hasan Yılmaz and Jacques Ferrirer(Unilever), Martial Rolland (Nestlé) , Güler Sabancı (Sabancı), Paul Doany (TürkTelekom), Şaban Erdikler (YASED), Roger Bolander (Sony Ericsson), Ünal Aysal(Unit Group), Nihat Özdemir-Ebru Özdemir (Limak), Prof.Dr.Ercüment Erdem (Erdem&Erdem), Mehmet Nalbantoğlu (Koç Bilgi Grubu), Gülen Bengi (Kimberly-Clark), Korkut Öztürkmen (Borasco- OMV Gas&Power Turkey) and Şenay Küçük Tanşu (Tchibo Turkey),

• M&A communication for acquisition of Bestfoods (Knorr) and Diversey by Unilever; disposal of dairy business by Nestle; acquisition of Fako Pharma byActavis; acquisition of Akenerji 50 % shares by CEZ; acquisition of TEB Insuranceby Zurich

• Public Affairs;― Lobbying for competitive pricing in the monopolistic Turkish tea market

(Unilever-Lipton)― Operational licenses procurement for Unilever Turkey and Nestle Turkey― Management of government relations for Unilever Turkey and Nestle Turkey― Lobbying for the introduction of the WHO Code of Marketing of Breast-milk

Substitutes” into the Turkish legislation (Nestle)

• Türk Telekom “innovation” campaign (Family Card, TTSMS)

• Türk Telekom “internet for every house” campaign

• Türk Telekom “New Tariffs Cem Yılmaz” campaign

• “Sales oriented direct marketing activities” Colgate, Vestel, Paro, Monarch Court

• “Merchandising activites” Palmolive

• “Launch planning and execution” Mitsubishi Colt, TEB Bonus İzmirim Card, Sony Ericsson, Koç.net ADSL2+

• Guinness record attempt for Patos Critos (Kraft)

• Mystery shopper activities for Pharmaton, Tomapyrin and Antistax (Boehringer Ingelheim)

• TEB SME Academy and Future Strategy Conferences

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Business / Marketing Communication – Kutadgu Team Experience -1

• Launch of Nestle Kit-Kat, Nesfit Fruits, Nescafe new variants, Nescafe3in1 and Nestle Bitter Gofret

• Ronald McDonald Kids Club

• Solo Primary Schools Hygene Education Program

• Milka Chocolate Festival

• Milka M-Joy Space Odyssey Campaign

• Huggies Stars Campaign• Tchibo weekly theme communcation

• Launch of Koç.net ADSL2+

• Direct marketing activities for Colgate, Vestel, Paro and MonarchCourt

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Business / Marketing Communication – Kutadgu Team Experience -2

• OMV Gas & Power Turkey – Samsun Power Plant- Stakeholder identification and mapping- Formulation and execution of stakeholder engagement

strategy- Local and National media relations

• Eurasia Tunnel – Istanbul- Stakeholder identification and mapping- Formulation of stakeholder identification strategy and plan- Formulation of media relations strategy and plan- Preparation of public consultation documents together with

ERM- Public disclosure and consultation logistic and organizational

management

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Stakeholder Engagement – Kutadgu Team Experience

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Media Relations Management - Kutadgu Team Experience• Strategy formulation and management of media relations for:

- Unilever Turkey

- Nestlé Turkey

- Sabancı Holding

- Turk Telekom

- Limak Holding

- Unit Group

- OMV

- Nabucco International GmbH- Erdem&Erdem

- Koç Information Group

- Kimberly-Clark

- Borasco (OMV Gas&Power Turkey)

- Tchibo Turkey

- YASED-International Investors Association

- Jival

- Simfer

- Eurasia Tunnel

- Sony Ericsson Turkey

- Sabancı Foundation

- Zurich Insurance

- Kraft Foods Turkey

- TEB-BNP Paribas

- Actavis

- Ziebart

- 3M

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Risk & Crisis Communication - Kutadgu Team Experience • Crisis communication management in the disposal of dairy business

by Nestle Turkey;

• Crisis communication plans and drills for − Unilever Turkey −Nestlé Turkey− Sabancı Holding

• Boycott against foreign companies' products (Unilever and Nestle)

• Consumer reactions against GMO (Genetically Modified Organisms) and E Codes in Unilever and Nestle

• Health concerns for margarines (Unilever)

• Sectoral, NGO and media reactions against Türk Telekom price increase

• Environmental protests against Aksa in Yalova

− Türk Telekom − Limak Holding− Kimberly-Clark

− Actavis Turkey− ICF Airports− Akkök Group

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Change / Internal Communication – Kutadgu Team Experience• Unilever Turkey (new global strategy “Path to Growth” ; new HR

system and leadership model)

• Nestlé Turkey (disposal of dairy business, new global and local strategy, new set of values)

• Sabancı Holding (new management and new strategy)

• Türk Telekom (mind-set shift from public to private company; company restructuring)

• Koç Bilgi Grubu (alignment to business objectives and positioning of KBG as a group of companies ; Yeşil Bilgi Platformu ambassador program)

• TEB (“Kıvılcım” internal communication portal)

• ICF Airport’s (Internal communication plan for handover of terminal 2)

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Social Media Management– Kutadgu Team Experience• Wall Street Institute (WSI)

- WSI global social media analysis and reporting for WSI Turkey - Situation analysis of social media within the specified period- Composing a comparative report with the competitors- Formulate proposals for improvement accordingly with the reports

• 3M Turkey

- Daily based social media monitoring- Monthly analysis and reporting

• Ziebart

- Social media monitoring, analysis and reporting- Establishing social media strategy- Establishing strategy for increasing Online Recommendation Score

(ORS) in sector-specific forums