2015

PRT 4 MARSSUGGESTED APPROACH TO CORPORATE COMMUNICATIONS

Contents

WHO WE ARE RM CASES ADMINISTRATIVE INFORMATION

Our HistoryOur ClientsBest PRT Cases

Principles in ActionEmployer Branding

TeamSOWAgency Compensation

BEYOND THE BRIEF

Media AnalysisExternal press-office

WHO WE ARE

WE ARE PRTprobably the only Russian agency that has

equally strong expertise

We believe in the power of words and know for sure that every company lives in minds exactly thanks to «that» story once heard or read

So we believe it is the story that makes you and your business unique…

Our History

1998 2004 2006 2009 2013 2015

PR Technologies

founded

Our first international

client

IZMENI SOZNANIE Digital MKT Conference

Digital unit established

PR Technologies became PRT

We became Edelman Affiliate

We are now

YEARS IN THE RUSSIAN MARKET

CLIENTS

PROFESSIONALS

80% of our clients work with us on a long term retainer basis

For 60% of our clients we provide both digital and PR service

Our Clients

AUTOMOTIVE IT/TELECOM/MEDIA PHARMA ALCOHOL FMCG FINANCE

Why PRT?• PRT is a part of Edelman – the world`s largest communications agency network and a long-

term partner of Mars. It will help us to provide you with the global corporate affairs expertise when needed attracting best people, including top-managers as well as adapting best cases successfully realized in other countries.

• Edelman partnership gives us an outstanding opportunity to cover CIS countries in terms of realizing successful corporate affairs projects.

• PRT has outstanding experience in corporate communications being a partner in this field of such international corporations as MasterCard, Sony, KIA and Bayer. We also employ senior corporate affairs specialists experienced in crisis and CSR communications.

• PRT is an extremely client oriented company. Most of our clients stay with us for many years. • We have been practicing storytelling for many years and can call ourselves real experts in this

field of communications which is extremely important for successful corporate affairs.• We are probably the only Russian agency that has its own creative department which helps to

make projects we do for our clients effective and distinguished.

Best PRT Cases

CRISIS MANAGEMENT PRESS-OFFICECSR

Best PRT Cases

Google: Digital Generation

§ To realize the Russian national contest among talented teenagers developing online projects

§ To create and support project website, moderate contestants applications, promote contest online and offline, to hold top-notch awards ceremony

In order to create additional buzz we`ve held four free-of-charge offline events for young folks:

§ Lecture in Moscow Jewish Museum in cooperation with MSU, RosAtom and Moscow Educational Department

§ Geek Picnic barter integration§ Sokolniki Moscow Park ski rink integration§ Lecture from a start-up celebrity

Obj

ectiv

es

Chal

leng

e

§ More than 1000 of works applied§ Bright awards ceremony for top participants, media and

Government authoritiesResu

lts

Bayer: The Power of Dream

To make PR-support of Bayer CSR project aimed to help children with Down syndrome

§ 6 major Russian cities (Sochi, Krasnodar, Rostov-on-Don, Perm, Ekaterinburg, Chelyabinsk) were visited in a tough time period

§ Despite of crisis in Ukraine in 2014 (major newsbreak at the moment) we`ve made good coverage in regional media in the South

§ Good media attendance in Ekaterinburg despite November national holidays

Obj

ectiv

es

Chal

leng

e

§ More than 100 publications in target media§ 5 TV broadcasts§ Local authorities involvementRe

sults

FOURTEEN YEARSON RUSSIAN MARKET

Saturn Crisis Communications

Propose anti-crisis communications program in connection with Saturn facing problems with the Russian Orthodox Church in Voronezh because of the provocative advertising campaign GREED IS COOL aimed at attracting people to Saturn electronic stores opening in the city.

Obj

ectiv

es

Increasing negative buzz due to the delay in reaction on behalf of the Saturn press-office and top management. For this time trade center dismounted all ad billboards of the company. Also the local TV initiated several investigations on the matter. Ch

alle

nge

§ Press-conference in Voronezh, explaining the company’s position and the meaning of the motto

§ Initiating a series of commercial placement on the local TV with explanations

§ Writing explanation letter to the city council§ Announcing a series of social initiatives helping the

city to become better

Real

izat

ion

§ Complete neutralization of negative buzz. Moreover the negative attitude towards the company changed into positive (responsible corporation that cares public opinion)

§ 12 big publications in major city media explaining the company’s position in a positive way

§ Commercial prime time TV placements seen by more that 40% of the citizens

§ More positive buzz after social initiatives realizationRe

sults

FOURTEEN YEARSON RUSSIAN MARKET

Sony Mobile Press-office

Excessive media relations program aimed to permanently increase of corporate and product news in business, professional, GI and lifestyle media. Reputation management (RM).O

bjec

tives

Challenging KPIs, Strong competitors market that makes it a necessity to avoid at least somehow negative publications

Chal

leng

e

§ Effective interaction of PR, digital and RM account teams

§ Fast and effective crisis management § Proactive work with media § Alternative news generation§ Special projects with major media§ Creative mailings and events§ Press-trips to key industrials trade fairs

Real

izat

ion § Over 1500 publications per Q (permanent KPIs

overachievement)§ 99% of positive and neutral news§ Over 20% share of buzz in key media§ High quality of publications§ Perfect relations with journalists

Resu

lts

MasterCard retainerMultistage media relations program aimed to permanently increase of corporate news in business and specialized media. Top management promotion. Anti-crisis communications.

§ Strong competitors§ Governmental regulations§ Limited communications budget

§ Effective and smart usage of media relations instruments;

§ Positioning MC as payment market newsmaker§ Proactive approach to work with key media§ Event management§ B2B communications§ Special projects with key business partners

§ Over 2 000 new generated (per year)§ 95% positive tonality of publications§ In 2012 for the first time in local history we beat the

main competitor as of the number of publications, share of buzz and tone of voice

Obj

ectiv

e Ch

alle

nges

Real

izat

ion

Resu

lts

RM Cases

Roadmap

PiA 2015 Employer Brand

PiA 2014 Announcement

PiA 2015

PiA Announcement

Approach for Office AssociatesWe want office Associates to understand the importance of the PiA report, know its

major highlights and feel themselves a part of the family success.

We realize that most of the office Associates are busy and won’t probably read the whole report but will definitely appreciate if the company finds the way to deliver

key highlights to them in an interesting and creative way.

So, we are going to give it to them!

Activation # 1: WOWCALL

Every Associate gets a link to the video with the address from CEO on the PiAresults.

Opening the video an Associate listens to CEO report. Suddenly the CEO expresses his desire to talk to the Associate in person and starts dialing a number on his phone.

At this moment an Associate receives a phone call. Picking up the phone he can hear the voice of his CEO reporting to him in person!

Activation # 2: PiA Weeks

We offer to hold 6 PiA weeks. Each week will be dedicated to the report chapters e.g. Approach to Business, Health and Wellness, Our Supply Chain, Our Operations,

Our Brands, Working at MARS

Every week during weekends we will be decorating the offices in colors the chapters have in the PiA report. So that every Mondays Associates will come to a newly

decorated office.

Each week suggests e-newsletters with the PiA chapter highlights (text, infographic materials, etc.), desktop wallpapers, posters, souvenirs, etc.

PiA 2015

Factory: Offline Event

Approach for Factories AssociatesIt is very important for factories associates to feel themselves a part of a huge

international family company. They want to know that all of them are a party to the global success!

They read corporate newsletters more than the office associates and are especially proud when they get inside.

But most of all them appreciate big events when they are welcomed by the company’s top managers and feel themselves one team.

We want everyone to be involved in PiA announcementWe`ll let every Associate to have a minute of glory

WeeksNumbers of newspaper

Factory: Idea

Big event at every factory

Newspaper for factory Associates

Announcement for factory Associates

Factory: Toolkit

Factory: Newspaper

Inspiring Articles for Factory Associates 6 special issues of the corporate newspaper dedicated to 6 chapters of the PiA report. A new issue every week.

The last one will invite everybody to a very special PiA report announcement event making all the factories one big family.

Factory: Final Countdown

One week before the event lighting panels counting hours and minutes to the event appear in factory halls.

It will solemnize the upcoming event

Factory: Event

PiA Results Announcement EventAt one time all associates will be gathered in front of their factories. They will see a projection of the factory wall with the countdown to the event start. All factories will be connected with a telebridge so that they could feel each other a family. We can also connect associates from a European factory. It will add importance to the occasion.

Finally everybody will be shown a beautiful video reflecting major PiA reports highlights.

External Communications

PiA 2015

Press-conference

We recommend to make PiA results announcement the very first event we will hold for media. It will not only help us to meet all the major journalists in person and give them good material for news. Also the event will give us

an opportunity to announce our new corporate affairs strategy.

We`ll claim MARS is ready to communicate with media at wide scale!

Media relations and more

• A press-release with infographic over an extended media-list (including Russian regions and CIS countries)

• A series of interviews with Mars speakers (Russia and CIS) covering all major PiA topics (operations, social, marketing etc.)

• Major B2B events participation informing professional community on the PiA results

• Promoting PiA results at job-fairs • Possible special-projects with major business media

Employer Branding

How does Universum Ranking Work in Russia?

95 universities 3 voting categories while MARS needs only one – Business/Commerce3 voting stages • Name 130 companies you know• Name 15 companies you want to work in• Name 5 companies of your dream

Competitors

§ Easy to reach

§ Actively works with students

§ Very attractive and well paid programs for graduates

§ Easy to reach

§ Actively works with students

§ Clearly describes career run

§ Provides lots of inspirational content (success stories, intern diaries)

§ Unreachable

§ Web-site information is not updated

§ Visit universities but not very active

§ No information on the web-site

§ Easy to reach (through HH), but has very limited offer

§ Internship suggests free meal and insurance

MARS Work with Students and Graduates

MARS Internship Program

MARS Leadership

Development Program

MARS Academy

HR Resources Partnership

Job Fairs

What MARS Lacks Comparing to Competitors

• MARS doesn’t sell its advantages• MARS is too closed and complicated. You must

really want it to apply for an internship program• MARS doesn’t visit higher educations institutes

(from the Universum list) good enough

THIS IS WHAT STUDENTS AND GRADUATES THINK!

Decision

BE PROACTIVE! MORE VISIT THAN INVITE!EXPLAIN WHY MARS!

TELL MARS BEST PLACE TO WORK STORIES TO WIDER AUDIENCE!

USE RELEVANT COMMUNICATIONS INSTRUMENTS!

37 in Moscow, 10 in Saint Petersburg, 3 in Novosibirsk = 50 universities

STUDENTS MAY NOT APPLY BUT THEY MUST START WANTING MARS!

How (I)

MARS to create an inspiring presentation and organizes a series of visits to higher education institutions from the Universum list (at least to those from Moscow and Saint-Petersburg).

How (II)

MARS to go with inspiring success stories, interviews and news (local and global) to relevant media (read by both students/graduates and professionals) and social media.

How (III)

MARS to work with content of its online pages for graduates. Write more inspiring content and look up to McDonalds. They buy advertising slots at major HR online portals leading to inspiring articles and success stories at their web-site.

USING SUCCESSFUL EXPERIENCE OF

COMPETITORS IS ALWAYS A GOOD WAY!

How (IV)

MARS to creatively participate in job fairs. Use your iconic brands identity and remember that it is always better to work in a company producing M&M’s, Snickers or Skittles! E.g. Photo opportunities with red and yellow will get you to social media.

MORE FUN, MORE FACTS, MORE UNIQUE FAMILY

COMPANY VALUES, MORE REAL SUCCESS CASES !

How (V)

MARS to participate in major B2B HR events (conferences, round tables, etc.). MARS participation is to supported by PRT (inviting media, interviews/ comments, etc.).

NEW OPPORTUNITIES, MORE COVERAGE, MORE

CONTACTS WITH TA

Beyond the Brief

Media Analysis

Introduction

• Analysis of competitive media environment which covers the period from April 2014 till March 2015

• We took eight FMCG companies, compared their media coverage and identified the main newsbreaks

• Print, Online, TV, Radio were monitored, including business, general interests and specialized publications

• What we found out is…

Number of Publications

Procter & Gamble; 25%

Nestle; 23%Unilever; 21%

Johnson & Johnson; 12%

MARS/ Wrigley; 8%

Kraft Foods; 6%

Ferrero; 5%

Procter&Gamble, Nestle and Unilever are on TOP3

newsmakers, while Mars/Wrigley stands on the

5th place with only 197 articles (3 times less than the

leader has!)

Dynamics of Publications

APR`14 MAY`14 JUN`14 JUL`14 AUG`14 SEP`14 OCT`14 NOV`14 DEC`14 JAN`15 FEB`15 MAR`15

Procter&Gamble 49 44 30 10 57 29 46 132 45 27 102 74

Nestle 70 46 44 75 24 22 55 41 70 16 44 71

Unilever 33 56 44 41 34 32 48 30 62 21 23 113

Johnson&Johnson 23 15 36 23 9 14 39 14 13 95 9 27

MARS/Wrigley 15 13 0 7 69 11 25 12 9 1 3 32

Kraft Foods 7 4 4 3 5 3 4 8 1 2 9 100

Ferrero 0 4 0 7 7 15 1 11 4 4 71 4

Tonality of Publications

FerreroKraft FoodsMars/WrigleyJohnson &

Johnson UnileverNestleProcter&Gamble

Neutral 67627878387346344

Positive 67058185139168154

Negative 551861543764147

Procter&Gamble Newsbreaks

Penalty for a false advertising in China

Increase of price by 30-50% in Russia

Reduction of the brand portfolio

Selling of Camay and Zest brands in

Mexico

Interruption of factories in Argentina

Sales results

Apology for the use of the symbol associated with the

Adolf Hitler regime

Nestle Newsbreaks

Increased sales in Russia by 13.4%

(March 2015)Protest against

redundancies in Perm

New appointment to Samara chocolate

factory

New chocolate line “Favorite desserts“

Opening of a retail chain "Water

Express"

Selling out Juicy Juice brand

New factory in Vologda (baby food)

New advertising campaign “48 Kopeks”

Unilever Newsbreaks

Increase of prices on cosmetics in Russia

Statement – Unilever is ready to invest to

the Russian economy

AXE adv campaign launch in Russia

New design of the Lipton package

AXE organized event with Sasha Grey and

fans

TV advertising news

Sale of the Moscow Margarine Plant

Sale of Ragu, Bertolli brands and Mizkan Group in Japan

Johnson&Johnson Newsbreaks

The new face of the JNJ brand

Production of fairytales books for mums by “Doctor

Mom”

Finance information

JNJ – the happiest company in the USA

(rating)

Penalty for a false advertising in Russia

Interest in purchasing of a business center in Moscow

Vaccines news

MARS Newsbreaks

Cooperation with MediaCom

Peter Knauer’s master class in Moscow

Snickers advertising campaign

Intention to fight Ebola (MARS

Chocolate)

Recall campaign in Europe (Chocolate

Drinks & Treats)

Statement by Victoria B. Mars, the company is ready

to stay on the Russian market

Increase of prices in the USA

New appointment – Grant F. Reid, President

Factory’s floor opening (Petcare)

Conclusions & Recommendations

• Most of the competitors news are related to Sales results, Production, Brand portfolio and Advertising news. Negative topics: penalties, protests on factories and recall campaigns

• Nestle and Unilever generate a sufficient amount of local news (>80%) while the rest use global newsbreaks. Meanwhile, MARS has 50/50 global and local news

• Only MARS has more negative publications rather then positive. We should work with each negative issue and cover it by more positive news. Thus our communications must be very proactive, creative and consistent!

PRT in the vanguard of communications with media

No one will pass…

External Press-office

How It Works – I

External Communications Internal Communications

CSR (GR) Media relations

Crisis Management

HR Brand Development

Commitment to Russia

24/7 ReactionExternal Press-office

Events Corporate Information Resources Development

How It Works – II

Interviews/Commentary

Program

Press-releasesAppointments;

CSR; HR Brand;

Market surveys

Media Relations

Media EventsAnnual report; Purchase and acquisition;

New factories; Big dates

Media Loyalty Program

B2B Events Support

Next First and Important Steps

MAY`15 JUN`15 JUL`15

Media-list development

Information policy

development

Corporate press-kit

development

Anti-crisis reaction matrix

development

Holding media/anti-

crisis trainings for speakers

Holding the very first event (PiA announcement) and meeting media in person

Communications strategy

• We are experienced in writing long-term communications strategies for many international companies and do it perfectly good. Once we even did it for the Sochi Olympics.

• We will be happy to do it for Mars! It will help you and us to understand where we going and why exactly this direction as well as make all the necessary corrections depending on the results.

Team

Our One PRT Team

• Our people are the core of what makes us special and different• Every team member has a good expertise in Corporate Communications

sphere and understands perfectly well that it's not easy to be a big foreign company in Russia

• In addition to a strong Account Managers team you will receive an excellent support from our best people as well as Edelman’s experts from dedicated strategic group of counselors

• Both MARS and WRIGLEY accounts will be managed by one team. It will help to avoid conflict of interests and strengthen brands efforts

ELENAAccount Director

ELENAAccount Manager

CLEONAAccount Manager

ANDREYCorpComms

Expert

ARTEMHead of PR

Business Unit

Artem DavydovHead of Corporate Communications PR Business Unit

10 years of experience in communications, 5 years in PRT. Major brands Artem worked with during his agency career are MasterCard, MediaMarkt, KIA Motors, Pirelli, Sony Mobile, Google, Bayer, Unilever.Before PRT was heading PR departments in one of the biggest RZHD daughter companies as well as in Kelly Services CIS – one of the world’s leaders in HR.

Elena SelivanovaAccount Director

7 years of experience in communications. Elena joined PRT in 2014 and already proved herself as the senior manager we had been looking for.For 5 years she worked in two agencies where she was heading Panasonic, Electrolux, BMW, Rolls-Royce and Skolkovo accounts.Last 2 years she spent in Luxgen company being responsible for whole external communications.

Elena MilekhinaAccount Manager

Elena joined PRT 4 years ago. She is one of the employees raised by the agency. From the very beginning Elena started to work on automotive accounts (Suzuki, Pirelli, KIA).Now she is responsible for top media relations as well as interviews and commentary programs development. Important to say that Elena is extremely responsible and self-demanding person with accuracy to details. She perfectly knows top Russian journalists that helps her to reach challenging KPI’s set by clients.

Cleona KelyanidiAccount Manager

Cleona also joined PRT in 2014. For almost 4 years she worked in two major PR agencies where she was responsible for Merz, GSK and Abbott brands.During her work at PRT Cleona is responsible for Unilever and Bayer accounts.She perfectly knows FMCG, business and general interest press and is loved for outstanding time management skills and friendliness.

Andrey ChervonskyPRT Marketing Director, Corporate Communications Expert

13 years of experience in communications. In PRT for about 5 years. Responsible for client service relations as well as development of the Corporate Communications Department.Prior to PRT worked as Account Director in Pleon Russia (BBDO Group) for more than 4 years. Was responsible for such key group accounts as Korkunov, TNK, Gillette, Baltika and Pepsi. The winner of the 1st prize of the International Pravda Awards for creative approach for Goodyear.

Jennifer Petterson

Jennifer leads Edelman’s global relationship with Mars involving 19 countries and five Mars business segments: Petcare, Chocolate, Wrigley, Drinks and Food. Edelman manages a variety of annual programs and assignments that include Corporate, Consumer, Digital, Edelman Berland, and Health. Jennifer is also senior oversight on Wrigley’s global Oral Healthcare Program reaching dental experts in 47 markets around the world.

She has nearly 30 years of experience building consumer brands with a focus on communications in the areas of oral health, food and nutrition, and animal health.

Her experience includes the development of Wrigley’s Benefits of Chewing global program, coordination of an integrated sponsorship with Wrigley and “The Biggest Loser”, a central master narrative for Sara Lee, boomer program for Y-USA, the launch of Advantage Flea Control with Bayer Animal Health and stakeholder engagement for Wrigley, Equal, Kraft and Quaker. In animal health, Jennifer spent a decade developing award-winning programs that educated veterinarians and consumers about Bayer Animal Health products and services. Additionally, she has counseled Banfield, The Pet Hospital on a public education campaign, managed issues and store openings for Petsmart, and organized events for 9-Lives Cat Food with Morris the Cat for humane societies.

Jennifer is accredited by the Public Relations Society of America and has spent the last 26 years living and working in the U.S. Born and raised in Canada, she is a journalism graduate from Ryerson University in Toronto, Ontario and a board member for two non-profits: Peer Health Exchange and the Canada-U.S Business Council.

She lives in the Chicago area with her husband, two sons and dog.

Executive Vice President, Mars Global Client Relationship Manager

Team SOW

Consulting (including anti-crisis communications), Client Service, Participation in quarterly meetings

(or more often if necessary), Brainstorms, Presentation of major reports

General Consulting, Client Service, Participation in meetings, Brainstorms,

Proposals development

Team lead, Communications with top media, Analytics, Anti-crisis communications, Client Service (Communications with client), Brainstorms, Proposals development, Reporting, Participation in all meetings

Client-service (Communications with client), Media-Relations, Press-Events, Interviews and commentary program, Reporting, Brainstorms,

Participation in all meetings

Client-service (Communications with client), Media-Relations, Press-Events, Interviews and commentary program, Reporting, Brainstorms,

Participation in all meetings2 Account Executives

Consulting and sharing of Mars and Wrigley best practices fromaround the Edelman network, quick knowledge and onboarding

Agency Compensation

2015

THANK YOU!W E A RE S T O RYT E L L E RS