Apple Inc. Computers – the first line of commercially ...

Apple Inc. In 1976 Steve Jobs, along with a little help from his friends, founded Apple Computers – the first line of commercially successful personal computers Things took a turn in 1985 after Jobs didn’t see eye to eye with Apples board of directors. Jobs resigned and went on to start NeXT ‐ a computer platform developing company. In 1993 , several failed experiments by Apple to deliver consumer product based on unrealistic market forecast cost Apple their reputation and market share, not to mention sliding stock prices. After several more failed attempts to improve the Mac operating system, Apple CEO Amelio (NEED NAME) decided to puchase Job’s company NeXT bringing Steve Jobs back to Apple as an advisor Jobs return to Apple proved to be the right move in the right direction for the first time in years. Amelio was ousted after over‐seeing a three year record low stock price and crippling financial losses. Jobs stepped into the CEO position and immediately began restructuring the companies product line. A year later, Jobs announced a partnership between Apple and Microsoft. Microsoft invested $150 million into the Apple stock. From that point on, Apple never looked back. They went on to introduce the Apple store and the iMac which sold close to 800,000 units in the first five months alone, returning Apple to profitability. Apple achieved success after success with the launch of new products and applications such as the iPod, iTunes and the iPhone. Apple now has 350,000 employees world‐wide and a world‐wide annual sales of $42.91 billion. In 2008, Fortune Magazine named Apple the most admired company in the United States. In 2009, Fortune Magazine declared Apple the most admired company in the world.

Version v1_jp Date: January 27, 2010 Client: Iressa Project: Come back stories - Apple Docket: Apple Inc. V/O: Innovation is about often about reinvention VISUAL: Apple rainbow-coloured logo appears V/O: In 1976 Steve Jobs boldly launched Apple Computers Montage of several images follows – the images transition quickly VISUALS: Mac Classic computer 1979 Apple print ad Original Macintosh computer Early Apple print ad “How to buy a personal computer” Early Apple print ad “We’re looking for the most original use of an Apple since Adam” V/O: In 1985 Jobs resigned and went on to start another new company. V/O: At Apple, business was failing and stocks were plummeting. Apple was becoming desperate. They needed Steve Jobs back. Text on screen reads: FAILURE REPUTATION LOSS Text is followed by: ViSUAL: Wired Magazine Article – “How Apple Got Everything Right by Doing Everything Wrong” V/O: Jobs returned and Apple has never looked back!

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A series of images flash across the screen at a speedy pace VISUALS: New Apple logo Time Magazine Cover “Flat out Cool” – flat screen monitor Fortune Cover – Steve Jobs – CEO of the Decade Fortune – inside story – Steve Jobs CEO of the Decade TEXT: 350,000 Employees worldwide Worldwide Annual Sales - $42.91 billion 250 Retail Stores in 9 countries This final V/O is followed by a rapidly moving visual montage. VISUAL: Apple Store in NYC iPhone MacBook Pro iPod Nano iPod Shuffle Images slow down to a stop. New slide appears: TEXT: Fortune Magazine 2008– “Most admired company in the United States” TEXT rolls in underneath: Fortune Magazine 2009 –“Most admired company in… “ TEXT rolls in underneath: “The world” Final Image appears on screen VISUAL: Close up image of Steve Jobs with copy that reads “Think Different” V/O: At AstraZeneca, we believe in reinvention. That’s why we’re proud to share Iressa – redefined.


VISUAL: Iressa product shot

Version v1_jp Date: January 27, 2010 Client: Iressa Project: Come back stories – 1972 Canada Russia Summit Docket: V/O: It’s amazing how the most unlikely people become heroes VISUAL: Canadian Flag Slide transitions VISUAL: Russian Flag V/O: it was September 28th, 1972 and Team Canada was playing Russia in the tie-breaking game of the Canada Russia Summit. VISUAL: Canada/Russia 72’ Poster V/O: It shouldn’t have been a tiebreaker. Canada went into the series expecting to win eight games to zero. VISUAL: Hockey poster with Team Canada’s player images on hockey cards V/O: The Soviets stunned the Canadians and now one game remained, it was the tie-breaker and it was in the final minute of play. The world stood still. VISUAL: Coaches on the bench watching in disbelief V/O: With just 34 seconds remaining, Paul Henderson came out of nowhere, hit the puck and scored ‘the goal heard around the world’. VISUALS and AUDIO run simultaneously: VISUALS: Shot of Henderson scoring the goal. His teammates surround him and they are ecstatic! Black and white image of the same scenario – the team is victorious! AUDIO: Crowd cheering and applauding – they are going wild! End on freeze frame of image of Paul Henderson alone on the ice.


V/O: It was a remarkable comeback victory for Canada and Henderson was now a hero. V/O: At AstraZeneca we are committed to excellence and we want to amaze you with your new hero – Iressa. VISUAL: Product shot of Iressa

Version v1_jp Date: January 27, 2010 Client: Iressa Project: Come back stories - Rocky Docket: V/O: Sometimes all it takes is the right challenge to make us realize our potential VISUAL: Rocky Balboa – dressed in casual clothes, wearing his signature fedora. V/O: Rocky Balboa was nobody but an uneducated debt collector whose dream was to become a world heavyweight champion boxer. VISUAL: Rocky Collection Poster “His whole life was a million to one shot” V/O: And then one day, Rocky was finally given his shot at the title. VISUAL: Movie still of Rocky in training - running up the stairs outdoors V/O: Rocky approached his training with fierce determination to prepare for the match touted as “The chance for a nobody to become a somebody” VISUAL: Rocky Collection poster – black and white image of Rocky headshot and silhouette of Rocky in background. V/O: Rocky went the distance – he may not have won the fight but he showed the world and himself what he was really made of. VISUAL: Movie still of Rocky and Apollo standing together in the ring after the fight TEXT: Determination Stamina Faith V/O: At AstraZeneca we want to show you how we stood up to the challenge and have redefined Iressa into a drug that has met its full potential! VISUAL: Iressa product shot

Apple Inc. In 1976 Steve Jobs, along with a little help from his friends, founded Apple Computers – the first line of commercially successful personal computers Things took a turn in 1985 after Jobs didn’t see eye to eye with Apples board of directors. Jobs resigned and went on to start NeXT ‐ a computer platform developing company. In 1993 , several failed experiments by Apple to deliver consumer product based on unrealistic market forecast cost Apple their reputation and market share, not to mention sliding stock prices. After several more failed attempts to improve the Mac operating system, Apple CEO Amelio (NEED NAME) decided to puchase Job’s company NeXT bringing Steve Jobs back to Apple as an advisor Jobs return to Apple proved to be the right move in the right direction for the first time in years. Amelio was ousted after over‐seeing a three year record low stock price and crippling financial losses. Jobs stepped into the CEO position and immediately began restructuring the companies product line. A year later, Jobs announced a partnership between Apple and Microsoft. Microsoft invested $150 million into the Apple stock. From that point on, Apple never looked back. They went on to introduce the Apple store and the iMac which sold close to 800,000 units in the first five months alone, returning Apple to profitability. Apple achieved success after success with the launch of new products and applications such as the iPod, iTunes and the iPhone. Apple now has 350,000 employees world‐wide and a world‐wide annual sales of $42.91 billion. In 2008, Fortune Magazine named Apple the most admired company in the United States. In 2009, Fortune Magazine declared Apple the most admired company in the world.

CHUM Coeur et l’esprit Version Date: January 22, 2010 Client: CHUM Project: CHUM Coeur et l’esprit Docket: engine communication + events is pleased to present the following recommendations for an engaging Save the Date for the 2010 Annual CHUM Coeur et l’esprit. Concept: Option 1: Save the Date Mailer with RSVP in hand-written envelope An 8.5 x 11 letter will be sent to the list of doctors to invite them to this years semaine annuelle pour le Coeur et l’esprit. The letter will arrive in an elegant envelope with their name and address handwritten. This will lend importance to the piece and reduce the likelihood that it will get filtered out of the regular mail. The handwriting and quality of the envelope will evoke a sense of importance and indicate that the letter is a personalized communication. The enclosed letter will include information on the event including details on the venue and date. The border of the letter will also include a few images of the Fairmont Le Chateau Montebello. The bottom of the letter contains an information area with space for name, address and whether they are planning to attend or not. There will be also a section for them to submit ideas for discussion topics they would like to hear. They will be encouraged to save the date and submit this information in order to contribute towards the agenda. They will also tick a box indicating whether they would like to receive their invitation package via mail or electronically. There will be an information box with individual boxes per letter where they can fill in their email address. This will ensure legibility when sending email correspondence. The entire page can then be faxed back or sent via mail. There will be an email address included as well in case they would like to respond via email. Providing them with three different options will make it very easy for them to respond. Option 2: Save the Date Mailer with Online survey option: This is similar to Option 1 including the page layout and handwritten envelope. The bottom of this letter directs them to an online survey option. This can be a survey hosted on a web-based survey tool. Once they go to the site, they will be asked to submit their name and suggestions for topics they would like to see covered. There will also be a checkbox asking them to indicate if they would like to receive their invitation package via mail or electronically. There will be minimal translation needed for the set up online. Reminder Postcard Standard, heavy stock postcard sized mailer goes to all the doctors as a postcard with no envelope. The postcard includes a beautiful image of the Fairmont Le Chateau Montebello and includes a catchy headline about the semaine annuelle pour le Coeur et l’esprit on one side and the flip side includes the date and a “Don’t forget to book now to reserve your place. Space is

Amgen Aranesp S1 Jan_v2b_bf 2 October 27, 2009

limited”. The bottom of the postcard reminds them to RSVP and gives them the contact info on how and where to send their RSVP.

AstraZeneca Legends

Mario begins wrapping up his state of the nation address. Upon his final words, an actor enters the stage carrying a fake palm tree and a rolled up beach towel under his other arm. He is dressed up as a stagehand and the back of his t-shirt says “CREW – LEGENDS LIVE”. He walks up to Mario.

The actor quite comically sets the fake palm tree down beside Mario and neatly arranges the towel beside the tree. He then exits the stage. This “interrupts” Mario, and he addresses it.

Mario: Oh... okay, I see it’s time for the next item on our agenda. I’d like to now

spend a bit of time speaking to you all about what it takes to become... an AstraZeneca... legend.

(Mario will recap the highlights of his speech in French following the English)

Suddenly, the actor returns to the stage carrying a beach chair in one arm and a beach umbrella in the other. He again interrupts Mario who is trying to describe what it takes to become an AstraZeneca Legend as he walks past Mario and places the umbrella beside the fake palm tree. He then unfolds the chair and positions it near the umbrella. He seems unfazed by the fact he is interrupting Mario’s presentation.

While these interactions are happening, the AZ team onsite in both Toronto and Calgary will create a similar area on their stage. This will ensure that all three cities feel connected and feel the change in tone. It will also allow them to establish a “Legends Zone” for winners to go to when their names are announced.

Mario returns his attention back to where he left off in his speech. Mario: I just want to share a few words on what it really takes to truly become an AstraZeneca Legend. We have a great sales force and each and every one of you strive daily to exceed your potential in order to be the best. Our Legends are our top-performers. We are recognizing them today for their passion, dedication and commitment to being the best of the best! He is interrupted a final time. This time it is not our actor, it is Mark Jones who appears on the monitor behind Mario and taps on the camera lens to get Mario’s attention. Mario, surprised, turns and faces Mark Jones on the monitor. We see Mark Jones dressed in a loud tropical shirt, Bermuda shorts, sunglasses and a straw sunhat. He is onsite at the resort in Mexico which we can see the in the background. Mark is standing by at the entrance of the Grand Velas Resort in Riviera Maya (Mexico).

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Mario: Hola, Mark! Nice of you to join us! You don’t seem to be in any of today’s three locations unless it’s warmer than we thought in Western Canada? Mark: You’re absolutely right Mario. It’s too cold in Canada for palm trees. I just wanted to give a ‘warm’ welcome to our guests from The Grand Velas 5-Star Resort in Mexico’s Riviera Maya. Some of you may remember this resort from last April and I’m excited to say that this years AZ Legends will also be visiting this fabulous tropical paradise! Over the past year some true AstraZeneca Legends have emerged so let’s move on to find out who they are. I’m excited to see who will be joining us on this years amazing trip to the Riviera Maya!

As Mark is speaking, our actor has left the stage and run over to the green screen area

where Mark is standing. He re-appears on the green screen and hands Mark a margarita. He then shakes a pair of maracas - the background behind him changes to another location on the resort – Mark is now standing by the hotel pool that faces onto the ocean.

Mark: It is pretty warm here today - and everyday! You and your guest are going

to love taking a dip in this magnificent pool that looks right onto the turquoise coloured ocean!

Actor shakes maracas again and background changes to Resort bar/lounge, which faces

onto the ocean and hotel pool. Mark: Imagine you and your guest relaxing and enjoying a cocktail after an

exciting day in Mexico’s incredible Riviera Maya! We know that each and every one of you has put forward a tremendous effort this year, as you do every year. This is our opportunity to thank you and recognize those tremendous efforts. Mario: It’s too bad that you’re trapped at that beautiful resort while we’re all here about to celebrate together. It would have been great to have you join us for the exciting announcement of this year’s winners.

Mark: You know what, Mario? As tough as it is to leave this beautiful location, I know I will be back soon – and not alone next time! Mark Jones walks on to the stage (leaving the green screen area) to join Mario. The green screen now shows the words “Legends Live”. While the audience waits for Mark Jones to join Mario, a PowerPoint presentation begins to run depicting a slide show with photos and quotes beneath describing what was going on in each picture featuring last year’s attendees. engine will supply a list of images we suggest for the presentation. AstraZeneca will select the images they want to use and ask the winners from last year to provide quotes for each image. For example, we may have something fun as we see two people running on the beach, with the caption: “Yikes! This sand is hot! Run to the pool! Run to the pool!” Or something inspiring like a shot of the beach and the quote, “this place is paradise on earth!” This is a great opportunity to profile


the previous years winners and allow them to contribute their comments and advice to this years winners.

Once the PowerPoint is over, Mark Jones is now beside Mario – still clad in his Mexican resort outfit that we saw on the monitor earlier. Mario: This year, for the first time ever, we are going to be making this presentation LIVE – connecting all three of our locations. Slide: PowerPoint animation reads: “LEGENDS LIVE” Mark: Now let’s move on to this years Legends! The stagehand re-appears beside the podium. He has a fan in each hand. He begins to fan Mark and Mario in an attempt to create a gentle ‘ocean’ breeze. Mario and Mark are uninterrupted and continue to begin drawing the winners.

With the stage now fully transformed into a “Mexican scene”, Mario and Mark set up this years winners. Mario begins the awards announcement by revealing which city the winning team is in. This script is just a placeholder for now until we get the number of names and locations of all the winners. Before each winner is announced, Mario will ask his representative in the winners’ city to step forward into the Legends Zone and assist in the awarding. The representatives could be John Savoie for Calgary and Heather and Jonathan for Toronto. Mario and Mark then take turns announcing the winners. We could also ask David MacKinnon and Nicole Gagnon to join Mario and Mark on the stage. Mario: Our first winner is from a city known for it’s…….. Can I ask XX (Assistant in this location) in (CITY) to help us out by stepping into our Legends Zone? Mark: Our next winner is from a city known for it’s…….. Can I ask XX (Assistant in this location) in (CITY) to help us out by stepping into our Legends Zone? This sequence repeats until all the winners are announced. Mark: Congratulations to this years AstraZeneca Legends! I’m really looking forward a spending a great vacation at Grand Velas 5-star Spa & Resort with all of you! The camera follows the winners as they make their way to the Legends Zone and are presented their award from the representative. The award is a bottle of sunscreen mounted on base as their trophy. It’s as if they are getting their first taste of Mexico! We would utilize the camera in that location to pick up on satellite the reaction of the winners for 10-15 seconds. They then have the chance to chat with Mark and Mario about the win.


This will continue for each group of winners, from whichever city they’re in. In Montreal, winners will receive their award on the main stage directly from Mario and Mark. This creative use of the two-way video cameras and screens will add a level of excitement and live energy to the awards. It is also an interesting way to show that Mark, Mario and all parties are “connected”. Mark: Now we have room for a few more of our great performers to join us on this fabulous vacation. It’s time to pull out the ballot and see who those winners will be! Stage-hand (actor) brings over the ballot box to Mark and Mario at the podium. Mario: (Reaches in to pull out first name). And our first winner is…. (reads winners name), Please step into the Legends Zone! Mario repeats the announcement in French after each announcement. Mark: (Reaches in to pull out second name). And our second winner is…. (reads winners name), Please step into the Legends Zone! This continues until all the winners are announced. The wait staff quickly and energetically enters the room in each city and hand out delicious fruit smoothies in colourful, tropical-looking glasses themed with Riviera Maya style music. Each member of the audience receives a glass, and once everyone had glass in hand, Mario would finish by toasting all the winners, as well as acknowledging all the hard work everyone in attendance in each of the cities has put forward. Mark: First, please join me in a toast to congratulate this years AZ Legends! (Raises his glass to toast) Mario: Now, the moment you’ve been waiting for! I’d like to share with you the exciting new destination where we will be sending next year’s AstraZeneca Legends! This is truly a vacation that will inspire you all to strive to become our next AZ Legends! Next years destination is the exciting (adjectives to describe the new destination)! I want to thank everyone for their dedication and great contributions to AstraZeneca. I wish you all great success in the upcoming year and look forward to announcing next year’s winners who will be joining me in (name next years location). Final creative support to be determined based on the confirmation of the destination and available resources. Actor runs on to stage – wearing (outfit that is representative of next years destination!) and waves to the crowd, take a bow, holds his drink up for a toast, etc.

Genzyme executive presentations – visual support Version v1a_bf Date: January 27, 2010 Client: Genzyme Project: National Sales Meeting – visual support for exec presentations Docket: 500 Monty Keast, LSD Director Monty is inspired by the positivity and passion of his clients who suffer from LSD and their families. We suggest his speech open with an anecdote about his interaction with a particular patient and illustrate the first part of his story as text running up the PowerPoint slide in the opening of Star Wars style. The slide will open with about 3 sentences that begin his anecdote. The words will be in white text on a black background crawl or roll-up the screen similar to the opening of Star Wars “A long time ago in a galaxy far, far away”. Monty proceeds to the stage as the text is crawling up the slide. He arrives as it finishes and he continues the story from where the text left off. Option B: (if Monty is unable to provide an anecdote) Monty supplies an image of a particular patient who inspired him and this image is projected on the PowerPoint with the words “Passion. Positivity. Courageous” Luigi Berardelli, Director of Biosurgery To demonstrate Luigi’s passion for creating music and building things like cabinetry in his personal life, and for creating new opportunities and building a team or department from scratch in his professional life, we recommend opening with a song Luigi has composed and recorded and profile some of his cabinetry projects in the background. “As Long As Someone’s Loving You” (time code: 0:40 – 0:08) begins to play before Luigi approaches the stage. The song is written and sung by Luigi. Luigi is approaching the stage as the song is playing. He arrives at the podium and waits for the song to finish. Behind Luigi are images on the PowerPoint of his Cabinetry projects. They dissolve from one image to the next.


Pat Van Gelder, Director, Renal We suggest using a montage of images of Pat’s motivational figure, Terry Fox on the PowerPoint slide behind the stage. While Pat approaches the stage an audio recording of him reciting his favorite quote will play. We will ask Pat to call so we can record him reciting his favorite quote over the phone - “Every accomplishment starts with the decision to try.” The audio file will be played as Pat walks onto the stage. Several images of Terry Fox will be built into a photomontage on the PowerPoint slides. They can dissolve from one image to the next or they can all be shown together as a static montage. Brian Lewis, General Manager To demonstrate how energized Brian gets when he and his team work together to come up with great ideas we suggest using images of Brian and his team working together on a specific ‘idea’. Brian loves to get together with his team. It energizes and refuels him. Together they come up with great ideas and create an atmosphere of cooperation and support. We will show photos of Brian with his team working on a project with enthusiasm. We will also ask Brian to provide us with an example of a great idea that his team has developed and implemented and, if possible we will show images of that particular project, program, process or event. In the images we will see how animated and inspired the team are as they work on this idea. These images and any images of the final ‘product’ will be running on the PowerPoint behind Brian as he begins his presentation.


Lee Ferreira, Director/Endocrinology Lee’s philosophy is that we can see things from different angles if we look at things in different ways. That’s why she likes to bring together people from all different disciplines to develop new ideas. Working collectively helps to intensify brainpower. We recommend putting Lee’s favorite quote up on screen followed by a PowerPoint animation using different images of optical illusions that demonstrate how we get different results when we see things from different perspectives. PowerPoint slide will read: “When you change the way you look at things, the things you look at change” An animation of a series of optical illusions will run demonstrating the importance of what happens when you look at things differently. We can use some of the examples below. These images can also be accompanied by the Rorschach inkblot samples to further demonstrate Lee’s point that everyone looks at things in different ways.


Rui Paiva, Senior Director, GTO Rui is motivated by specific challenges and derives energy and momentum from meeting new challenges and planning how to succeed through execution and results. A great example of a personal challenge is Rui’s involvement in a classic rock band. We suggest showing an image of Rui playing his guitar with the band, or a poster or flyer of an event that band has played at.

The name of Rui’s band could be up on the slide followed by an image or two of Rui practicing with the band to demonstrate how he is motivated by the challenge of trying to learn new songs. This would lead in to how challenges at work, such as launching a new product, working on an acquisition and coming up with creative solutions to grow business - really refuel and reignite Rui. Rui will demonstrate this with an anecdote about Dr. Ridker. Alison Vanlerberghe, Director Government Affairs & Market Access, 905-267-3176 Will send in her info first thing Wednesday. (She’s in the U.K.)

Apple Inc. Computers – the first line of commercially ...

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