An Introduction To Hill Knowlton Iag 25 August 08

An Introduction toHill & Knowlton

For

Insurance Australia Group

August 25nd, 2008

A snapshot of Hill & Knowlton

Global Presence

Established in 1927

2,000 people in 71 offices in 40 countries

Worldwide revenues $300m+

Part of WPP Group – one of the world’s largest communications group

We are a full-service consultancy

We set up dedicated, customized teams

We proactively tap into our global network

We tap into our advertising and media partnerships – JWT Advertising, MindShare, Millward Brown, Grey Worldwide

Local Expertise

First international PR company established in PRC

Reach throughout China

■ Beijing (est. 1984)

■ Shanghai (est. 1993)

■ Guangzhou (est. 2005)

Affiliates in major business centers in China

Handle events throughout China

Over 120 bilingual consultants in China

Received several awards since 2005:

■ PR week award for Best PR Consultancy of the Year (2006)

■ Stevie award for “Best Communications Organization” (2005)

■ “Best Agency” by Communication Monthly (2005)

■ Top 5 “Most Influential PR agencies in China” hosted by the Media Today Publishing Group (2005)

China (180 staff)BeijingShanghaiGuangzhouChengduWuhanNanjingShenyangJinan

Hong Kong (35 staff)

Taiwan (Affiliate)

� First international PR company established in PRC

� Full service PR agency offerings

� Over 220 bilingual consultants across the region

Extensive reach across Greater China

1989McDonald’s brings Big Macs to China: Ribbon

cutting ceremony at China’s first McDonald’s

(Shenzhen).

1984Hill & Knowlton

opens Beijing office

1996“Dreams Come True”

P&G recognizes talent winners of

Rejoice Star Search in Beijing.

2003Group photo of

players at opening ceremony of

Shanghai Tennis Masters Cup

2005Baidu IPO on

Nasdaq. +300% the first day

2005TsingTao Beer

Sponsors Beijing Olympic Games 2008

1992Hill & Knowlton opens Shanghai

office

1985Traffic stops at

Tian’anmen Square for 20 donated

Cadillacs by General Motors to CITIC

1994Bill Gates of

Microsoft speaks in Shanghai during one of his many visits to

China.

1999PetroChina launches successful IPO in HK

and NY

2006BOCOG appoints

H&K as PR agency

2005Hill & Knowlton

opens Guangzhou office

1983 1984 1985 1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006

Pioneering PR for over 20 years in China

Our service offering to diversified stakeholders

H&K China Services

Government

Industry Groups

Analysts

Regulators

Community

Rating Agencies

Lobby Groups

Employees

Influencers

Consumers

Investors

Media

H&K China Services

Government & Public Affairs

Brand Management

Corporate Communications

Marketing Communications

Media Relations

Crisis, Issues Management

Investor Relations

Financial Communications

Some of our past and present clients

Our proprietary tools benefit you

Cool Hunt

H&K’s global Cool Hunt research

Global young people’s understanding of “Cool” and

which brands they think are the “coolest”

AIM (Audience Issues Matrix)

A non subjective approach

to stakeholder mapping

BRANDZ™, SPORTZ ™ &

REPUTATIONZ ™

Our approach to brand &

corporate reputation

Tribespeak

youth speak make

understandable

Precision

Independent demonstration of the value of PR

Strategic Impact Matrix

An objective approach to

prioritizing activities

RADAR

An online tool for tracking

issues and trends

Hk.Net

Internal knowledge management made easy

Also includes the Virtual Academy, an online training

program for all staff members

ComPASS

A global account planning

system

H&K’s expertise in China

Media relations

H&K has extensive knowledge and contact of the local media landscape in

China

We are in regular contacts with journalist and editors of all Chinese media

– Print

– Broadcast

– Online

We provide media monitoring and analysis reports for Chinese local media

– Media monitoring and analysis

– Issues alert

H&K also has extensive relations with international media in China

H&K prepares IAG for potential crisis

Crisis Management

= Crisis Prevention + Crisis handling

How to prevent a crisis from happening?

Strengthen your crisis communication system

- 4 steps to build up -

Assessment

Crisis manual development

Testing

Spokesperson training

Prepared for Crisis

Manage your issues- Ongoing work -

Crisis and Issues Management

� Raising IAG’s overall profile;

� Influencing development of relevant policies, standards and regulations;

� Easing applications for permits, licenses and license renewals;

� Expanding or establishing new business operations;

� Providing benefit to daily operations;

� Ensuring that all corporate messages are well received by all levels of government;

� Identifying and resolving potential conflicts and issues early and effectively.

Effective engagement with relevant government entities,

individuals and influencers, and at central and local

levels, can deliver benefit to IAG in a number of ways:

Government and Public Affairs

Case studies

Highlights Siemens long-term partnerships with the local market through its 100th

anniversary celebration in China

SIEMENS Global CEOChina Visit

In celebration of Siemens’ 100th anniversary in China, global CEO Dr. von Pierer and the Siemens Corporate Executive Committee (CEC) visited China in May 2004. H&K managed and executed a series of programs in Beijing, Shanghai and Guangzhou, ensuring a successful visit. We developed a holistic communications theme – “Partnership Powered by Innovation” to represent Siemens’ extensive history and commitment to China, its vision and passion for future-oriented business strategies and to link up all activities during the visit. We leveraged the theme and developed a creative media program, including all designs and highlights, to reposition Siemens from the perceived “traditional” company to one that is young, innovative, and fast-moving. Meanwhile we designed and managed a 4-day media and hospitality program for a media delegation from Europe for this occasion.

PetroChina traditionally keeps a low profile despite the public’s demand for increased transparency as Asia’s most profitable listed company. Hill & Knowlton has been advising PetroChina’s PR program for over four years. During this period, Hill and Knowlton helped the client maintain and achieve a fair equity valuation through active investor communications; established a database of more than 150 domestic & international media contacts, and developed a positive corporate image via favorable coverage on local and international media through active media strategies. We prepared and conducted internal crisis communications and created a team to ensure issues are dealt with immediately and with minimum impact. As a result, PetroChina gained various awards and recognition, and is considered by the media as more approachable

and efficient in answering media queries.

Communicating with more than 150 domestic and international journalists in a dedicated database, PetroChina is considered by the media as more approachable and efficient in answering media queries.

PetroChina On-going PR Program

The 8th Annual Beijing International Music Festival was held in October 2005. As a principal sponsor of the music festival, EADS China took the opportunity to conduct corporate brand building, media and partner relationship enhancement and government relations extension.

The overall program contained two main parts, media group interview with EADS China CEO along with the "EADS Night" customer reception cocktail. The initial PR objectives were all met during the campaign. The messages that EADS is a world-leading company that prides itself as a leader in corporate citizenship in China, and EADS is committed to improving cultural and art exchanges between China and Europe were brought across.

EADS’ Sponsorship of the 8th Beijing

Music Festival

EADS China successfully

enhanced its position of corporate citizenship in

China

O’Melveny & Myers raises the bar for legal

professionals in Asia

While well-known in the US, O’Melveny & Myers (OMM) had relatively low awareness in Asia compared to other established law firms even though its Shanghai practice was one of the largest international law firms in China. Our communications strategy focused on very specific areas of expertise that showcased the firm’s talent. We drew on our strong contacts with international and regional media to build a network of relationships between the media and OMM spokespersons. We also leveraged “first-of-a-kind” deals the firm was involved with such as Huarong Asset Management’s first sale of non-performing loans to a western investment bank and China’s first anti-dumping case win. Over the subsequent years as the firm’s breadth of expertise has expanded, we positioned individual partners as sources of expert comment on a variety of issues, such as semiconductor taxation and US-China trade issues. A large amount of media coverage has been generated and several of the firm’s partners are now frequently quoted by the media on relevant issues. The firm is seen as a strong player in Asia (particularly in China) and continues to win recognition for its leadership in the legal profession.

Showcase firm’s talent through “first-of-a-kind” deals and cutting-edge transactions

for over 5 years

Hill & Knowlton chosen as the first and only international consultancy to provide crisis training to senior government spokespersons

Senior Chinese Officials Undergo Media & Crisis Training

After worldwide reaction to the government’s handling of the 2003 SARS epidemic, Hill & Knowlton proposed senior spokespersons for China’s State Council Information Office (SCIO) undergo media and crisis management training. H&K’s objective was to draw on its international and global experience to increase transparency and communication efficacy between the government and stakeholders, particularly during crises such as SARS. The training program developed by H&K, “Communications Skills in Times of Crisis,” marked the first time a foreign consulting firm has been invited by the central government to provide nationwide training for over 400 senior Chinese officials. Commenting on why H&K was chosen, Mr. Wang Xingming, General Director of SCIO had this to say: “We are in need of eloquent spokespeople with excellent communication skills and a global perspective while in the international spotlight. This is why we chose H&K as the first and only international consultancy to train our spokespersons.” International and domestic media, from BBC to People’s Daily, reported extensively on H&K’s positive role in China’s new efforts to manage its public image.

Issue

Singapore health authorities reported an abnormal spike in Keratitis infection cases

on February 20. The report indicated a higher percentage of infection from people

using B&L solutions. B&L Singapore immediately responded by suspending sales of

all solutions. Two days later, Hong Kong health authorities issued a cautionary note

about using B&L solution. The Chinese media immediately issued speculative

reports about B&L solutions, focusing on the ReNu line of products, which

threatened B&L’s market share and reputation in China.

Insight

H&K counseled B&L to position itself as a responsible company by taking immediate

and appropriate action

H&K targeted key influential media to provide balanced reports, including providing

information on the infections and scientific overview of test results

H&K ensured messages were communicated to key stakeholder groups including

customers, retailers and distributors, academics and government officials

Bausch&Lomb: ReNu contact lens solution

Expertise

H&K tapped into its APAC network to provide strategic counseling and support in

Singapore, China and Hong Kong

H&K provided spokesperson training for B&L China

H&K organized a B&L press bureau to handle daily media inquiries

Developed and distributed regular statements to more than 200 key media, State

Food and Drug Administration, trade and medical opinion leaders

H&K organized a press conference on May 16 to officially announce the voluntary

global recall of ReNu MoistureLoc and re-emphasize the safety of ReNu MultiPlus

solution

Impact

Through H&K’s counseling, B&L maintained positive communication with the media

thereby giving media, KOLs and government the impression that B&L is

approachable and responsible

B&L renewed its reputation as a responsible company and a champion of eye health

and hygiene

Bausch&Lomb: ReNu contact lens solution

Team Bios

Frances Frances SunSun

SVP SVP China, CrisisChina, Crisis management trainer for SCIO management trainer for SCIO

and Mayor Association of Chinaand Mayor Association of China

CURRENT POSITION

Frances Sun is currently a Senior Vice President at Hill & Knowlton Beijing. She joined H&K in 2003 and is responsible for crisis and issues management, with particular expertise in media and government relations. An expert in crisis management, Frances is also co-author of the book “Crisis Management: World Famous Examples of Crisis Situations.”

Frances is the global KCRM for Beijing Olympics, leads a global team provide PR service for BOCOG( Beijing Organizing Committee of 2008 Olympics).

Frances was responsible for the State Council Information Office (SCIO) appointing H&K to conduct training for Chinese Government spokespersons at central and local levels. She has also been invited by the Chinese Mayors Association to conduct a series of trainings for mayors across China.

PRIOR HISTORY

Before joining H&K, Frances was a fellow at the Kennedy School of Government at Harvard. Prior to that, she was a Deputy General Manager of a media group’s advertising company; Before she became a business manager, she was a successful host of a TV executive talk show, Fortune Salon and Senior Editor of a major PRC media group for ten years.

OTHER INFORMATION

Frances has a BA of Journalism from Fudan University in Shanghai (China)) and an MA in MPA from Harvard University.

She is fluent in English, Mandarin and Cantonese.

Hill & Knowlton China

Suite 1901, SciTech Tower

No. 22 Jianguomenwai Avenue

Beijing 100004 PR China

Tel. +86 10 6512 8811

Fax +86 10 6512 4381

[email protected]

Ye YuYe Yu

DiDirector rector -- Government & Public Affairs, North AsiaGovernment & Public Affairs, North Asia

CURRENT POSITIONYe Yu is Director of Government & Public Affairs for Hill & Knowlton, North Asia and Director of Government & Public Affairs for the Beijing office. Since joining Hill & Knowlton in 2004, she has helped clients from a wide-range of industries engage key government bodies, NGOs, academics and other key influencers in order to shape regulatory, policy and issue-specific outcomes.

Her deep understanding of the individuals and entities which shape PRC government and industry policies, and the fundamentals which drive their decision-making, helps clients develop effective government relations strategies and build the levels of dialogue necessary for collaborative success in the government and business environment.

Ye Yu brings to Hill & Knowlton 19 years of consulting experience focused on government affairs and market access for foreign multinationals in China. She is an active participant in policy discussions through her membership in and collaboration with industry associations and regularly works with leaders across industries to raise awareness of emerging issues and opportunities.

PRIOR HISTORYPrior to her employment at Hill & Knowlton, Ye Yu was a Director, Senior Consultant with the Claydon Gescher Associates (a British Consulting Firm).

OTHER INFORMATION

Ye Yu graduated from the Beijing Tourism Business School, Beijing Foreign Language Institute. She is fluent both in Chinese and in English, and has a working knowledge of Hungarian.





Tel. +86 10 6512 8811

Fax +86 10 6512 4381

[email protected]

Jean WylieJean Wylie

Director, Marketing CommunicationsDirector, Marketing Communications

CURRENT POSITIONJean Wylie is a Director at Hill & Knowlton Beijing, responsible for developing and implementing strategic marketing communications programs to support clients’ business growth and brand equity.

Jean first joined the H&K Shanghai office in 2001 on transfer from H&K London, where she was based for over 5 years. She has exceptional wealth of brand experience and has worked on clients such as Coca-Cola, adidas, Tennis Masters Cup, B&Q and Procter & Gamble in both the UK and China.

Jean's particular area of expertise lies in developing marketing communications campaigns for multiple stakeholders. She has been passionate about trends and lifestyles. She put together the seemingly impossible by creating, staging an interactive media experience with a simultaneous live Webcast in Beijing and Shanghai within two months of arriving in China. In 2004, she initiated and created the H&K China Cool Hunt which examined what's hot and what's not among Chinese University Students.

PRIOR HISTORY

Before working in China, Jean worked at H&K London in the brands marketing department leading all P&G brands both nationally and on Pan-European projects. She joined H&K in 1996.

She started her PR career working at Boutique lifestyle agencies. Her first ever client was Levi’s.

OTHER INFORMATIONJean graduated from St. Andrew's University Scotland with an MA in Geography and Social Anthropology. Before starting her professional career in PR, she worked in West Africa as a Volunteer Teacher.





Tel. +86 10 6512 8811

Fax +86 10 6512 4381

[email protected]

CURRENT POSITIONMs. Tzyy Wang drives communications programs for the Beijing Organizing Committee for the Games of the XXIX Olympiad (BOCOG) and O’Melveny and Myers LLP, a leading international law firm. She has strong expertise in building and preserving a company’s corporate reputation in China through strategic counseling and issues management for clients including Temasek Holdings, Deloitte, Nissan Motor, and P&G. Tzyy has also established experience in assisting Chinese firms such as Tsingtao Beer, PetroChina, and Beijing’s first International Finance Forum become more international.In addition to client services, Tzyy heads H&K’s international media relations efforts and supportsH&K’s global research surveys including the Corporate Reputation Watch Survey, the Global Cool Hunt, and SportZ.

PRIOR HISTORYTzyy joined H&K in 2003, bringing with her significant work experience with financial and multi-media sectors in the United States and China, having worked with American Electric Power, Ernst & Young LLP, TOM.com and Jack Pan’s Studio of Phoenix Satellite TV (HK), now Pan Media Corporation.

Her extensive work as Director and Advisor of AIESEC in the Mainland of China also broadens her capacity with educational and not-for-profit social organizations in China.

OTHER INFORMATIONTzyy is the consummate professional on and off the job. She currently serves as the Chairperson of the Board of Advisors for a not-for-profit social organization. She also counsels and mentors associates in the firm’s PR Associate program, an accelerated management trainee program within H&K China.For her efforts, she was recognized with a Certificate of Excellence from Asia Pacific Media Magazine as Young PR Professional of the Year in 2007.Tzyy graduated with honors from The Ohio State University in Accounting and International Business. In addition to English as her native tongue, she has an excellent command of Mandarin and Spanish.

Tzyy Tzyy WangWang

AccountAccount Director, Director, BeijingBeijing





Tel. +86 10 6512 8811

Fax +86 10 6512 4381

[email protected]

CURRENT POSITIONSimon Vericel is an Senior Account Executive at Hill & Knowlton Beijing. He joined H&K in November 2005, Simon has developed an extensive knowledge of international media while working for clients such as EADS, TopHuman, PyeongChang 2014 Winter Olympic Games Bid Committee and the Beijing Organizing Committee for the Games of the XXIX Olympiad and the XIII Paralympic Games (BOCOG). He currently leads the team servicing Haier’s international communication campaign.

PRIOR HISTORY

As internships during his studies, Simon worked for Eurocopter, an EADS Company, in Beijing and for Alstom in Paris, France.

OTHER INFORMATION

Simon Graduated in June 2005 from Beijing University of International Business and Economics as well as from Reims Management school in France. He holds two bachelors degrees in business administration and international business. Speaking French as a native language, Simon also speaks English, Mandarin and German.

Simon VericelSimon Vericel

ConsultantConsultant, Beijing, Beijing





Tel. +86 10 6512 8811

Fax +86 10 6512 4381

[email protected]

.

Helena SchalenbourgHelena Schalenbourg

ConsultantConsultant, Beijing, Beijing

CURRENT POSITION

Helena joined Hill & Knowlton China in 2007 and is part of the Crisis Communications team. Her client portfolio includes the Beijing Organizing Committee for the Games of the XXIX Olympiad and the XIII Paralympic Games (BOCOG). Her main task is to help build & implement BOCOG’s international media relations strategy and provide strategic counsel.

Previously, Helena worked for Hill & Knowlton International Belgium as off 2003 as part of the Corporate Communications Department. She was in charge of coordinating and implementing pan-European communications campaigns for a number of corporate and public clients, including HP, DSM and Boeing.

In 2006, Helena was seconded for seven months as an in-house consultant to Qtel, Qatar’s only telecommunications provider. Her main tasks were to manage the PR and media relations side of international sponsorship projects during the 15th Asian Games Doha 2006, the 2nd biggest sports event in the world. Helena was also in charge of internal communications support.

PRIOR HISTORY

Prior to joining Hill & Knowlton, Helena worked as a trainee reporter for The Scotsman (daily newspaper - Scotland), Het Belang van Limburg (daily newspaper - Belgium); Radio Forth (Scotland) and Das Goldene Blatt (women’s magazine – Germany).

OTHER INFORMATIONHelena has obtained a bachelor degree in Press and Communications in Belgium and a Master of Arts in Media and Cultural Studies in Scotland. Helena is fluent in English, French and German. Her mother tongue is Dutch





Tel. +86 10 6512 8811

Fax +86 10 6512 4381

[email protected]

An Introduction To Hill Knowlton Iag 25 August 08

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Transcript of An Introduction To Hill Knowlton Iag 25 August 08