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AN INTRODUCTION TO MSL HONG KONG

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Leading global communications firm –83 markets and 2,500 staff including affiliates

Largest PR network in Greater China Expert in developing and shaping a

compelling narrative – opinion research, reputation management and engaging: influencers, media and consumers

Counselor to Fortune 50 companies and leading organizations throughout network

Social media innovators 1,000 clients in diverse industries around

the world More than 50 of our clients work with

us in 10 or more countries

MSLGROUP at-a-glance

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Our family

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Boundless in everything

we do:•Creativity Building brands through creative engagement •ChannelUnbound by channel, holistic approach•GeographyGlobal reach, local insight•CulturePassionate, collaborative, courageous

Unparalleled network of strategic and specialized communications agencies

Diverse capabilities with 8 global practices and 2,700 employees in 83 countries

MSLGROUP: A Modern and Diverse Network

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Market places as we knew them have been fundamentally transformed. Welcome to the Conversation Economy, a real-time marketplace of communities where individuals engage with people, brands and organizations through connections, conversations and information sharing.

The implications of this transformation are far-reaching, touching every area of communications

A world of change

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Affiliate offices that expand our reachNORTH AMERICAAlbany, New YorkBaltimore, MarylandCharlotte, North CardinaCleveland, OhioColumbus, OhioDallas, TexasIndianapolis, IndianaKansas City, MissouriMiami, FloridaMinneapolis, MinnesotaNew Orleans, LouisianaOrlando, FloridaPhiladelphia, PennsylvaniaPhoenix, ArizonaSacramento, CaliforniaSalt Lake City, UtahSt. Louis, Missouri

LATIN AMERICAAsuncion, ParaguayBogota, ColombiaCaracas, VenezuelaGuayaquil, EcuadorLima, PeruLa Paz, BoliviaMontevideo, UruguayMexico City, MexicoSan Juan, Puerto RicoSantiago, Chile

EUROPEAthens, GreeceBarcelona, SpainBelgrade, SerbiaBudapest, HungaryIstanbul, TurkeyKiev, UkraineMadrid, SpainSofia, BulgariaSt. Petersburg, RussiaMoscow, RussiaZagreb, Croatia

AFRICA+MIDDLE EASTBeirut, LebanonCairo, EgyptRiyadh, Saudi Arabia

ASIABangkok, ThailandCanberra, AustraliaColombo, Sri LankaHanoi, VietnamHo Chi Minh City, VietnamJakarta, IndonesiaKarachi, PakistanKathmandu, NepalLahore, PakistanManila, PhilippinesMelbourne, AustraliaNaha, JapanOsaka, JapanPhnom Penh, CambodiaSydney, AustraliaVientiane, Laos

Asia1250 employees

North America565 employees

EMEA1050 employees

Latin America65 employees

Offices

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The Company We Keep

1,000 clients in diverse industries around the world

More than 50 of our clients work with us in ten or more countries

1000

50

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Diverse Range of Communications Services Offered

Corporate Communication

sPublic Affairs

Brand &

TalentConsumer Marketing

Experiential Marketing

Financial Communication

s

Healthcare Communicatio

ns

Social Media Marketing

EIGHT GLOBAL PRACTICES

SPECIALIZED SERVICES

Influencer Marketing

Corporate Social

Responsibility

Sports Marketin

g

Word of Mouth

Marketing

Advocacy & 3rd Party Relations

B2B Marketin

g

Crisis Managem

ent Eco Network

Entertainment Marketing

Government

Relations

Measurement &

Analytics

Media Relations

Mobile Marketin

g

Multicultural

Marketing

Social Media

Consulting

StrategyStudio

Services

Public Health Communication

s

Insights Creation

Cause Marketin

g

Digital

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MSLGROUP Asia Regional Awards

MSLGROUP Asia Finalist

“Consultancy of the Year”

MSLGROUP Greater China Finalist

“Consultancy of the Year”

Eastwei MSL

Winner “Best Agency for

Career Development” 17PR

MSL China

Finalist“Best Public Sector

Campaign”(Brand South Africa

Hanmer MSL

Gold Price“Best In-house

Magazine”(LIC)

Hanmer MSL

Gold, Silver, Bronze x2Big Bang Awards

MSL Singapore

Silver Award“Best PR Agency of the

Year”

Eastwei MSL

Finalist“Best Microblogging

Campaign”(IKEA)

Hanmer MSL

Honorable Mention x2 & “PR Professional of the

Year”(Sunil Gautam)

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MSLGROUP Provides Specialist, Best-in-Class Advisory

We help measure and manage sentiment across the increasingly complex and cross-border financial world, both in established and emerging markets

We have been successful in developing and disseminating strong and compelling investment cases to help achieve fair valuation for and to minimize the volatility of the financial securities

We also assist forging reputations founded on credibility and quality, to support commercial success and provide the basis for managing crisis situations

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We serve the world's major financial and business markets

Activities cover both ongoing work and special projectsPR for Financial FirmsInvestor relations, Corporate reputation Fund raising (equity and debt) M&As Restructurings.Financial ReportingLitigation SupportCrisis Communications

What we do How we do it

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About MSL Hong Kong

Established operations in Hong Kong in 1998

Specialist skills: Planning & strategy Regional campaign management Corporate reputation Brand building Strategic endorsement Editorial services Media relations Creative development Digital & word of mouth

generation Event management

Specialist sectors: Financial communications Corporate communications Leisure and lifestyle F&B Consumer technology Travel Luxury, health & wellness

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Client Experience - Hong Kong

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Capabilities – financial & corporate communications

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Financial Communication

sCorporate Brand

ManagementStrategic

ConsultingSustainability/

CSR

Media relations Issues

management Crisis management

& training Media training Government

relations Internal

communications Executive

communications Industry

communications

Corporate marketing

Reputation management

Philanthropy and foundations

Innovation Thought leadership Sponsorships Branding

Stakeholder Influence

Reputation Measurement

Change management

Business transitions

Litigation Simulations Cultural Analysis Regulatory Environmental

Strategic planning Sustainability issue

counseling CSR & environmental

media relations Responsibility (CSR)

& Cause marketing

CA MEDIA

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Capabilities - corporate & financial communications

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Corporate media relations programs

Executive transition & communications

Reputation-building programs

Issues management programs

Crisis planning and response

Media training and protocols

Industry relations Programs

High profile media events

Public Affairs

Internal Communications programs

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Capabilities - financial services communications MSL Hong Kong works closely with in-house marketing /

communications teams to deliver tailored and cost effective campaigns in all aspects of asset management including asset owners, mainstream investment managers, private equity and venture capital firms, hedge funds, investment consultancies, and socially responsible investors 

We help firms to manage their reputations, build thought leadership in their specific sectors, raise funds and deploy them in a reputation enhancing way.  The team has experience and knowledge of media, investors and intermediaries and has a strong understanding of the issues which affect the asset management industry globally

Creativity is at the heart of our approach, devising integrated solutions that incorporate a range of marketing disciplines and that meet our clients’ specific business objectives

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Capabilities - sustainability and CSR

MSL has a deep understanding of how sustainability and CSR should be communicated and what building blocks have to be in place in order for the hard work and dedication and organisation has put into its efforts can be reflected in its external communications initiatives

We help firms to plan their approaches, ensure that gaps are closed between internal and external programs and that objectives are communicated clearly to target stakeholders

From strategic planning, to crafting the message and ensuring it gets into the hands of relevant journalists from within our pool of regional and international media contacts, MSL has the capability to provide a truly tailored approach for any sustainability or CSR communications initiative

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MSL offers specialised and tailored media training sessions to prepare spokespeople to handle media and deliver key messages in an impactful way

MSL can also assemble a customised presentation skills training workshop to help enhance the skill sets of your company’s sales, operations and senior management teams, with particular focus on content as well as delivery

Our clients include international and local companies, from corporate spokespeople, brand marketers, client’s trade partners to medical professionals

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Capabilities - media and presentation skills training

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Capabilities- social media

Whether internal, corporate or financial communication, social media is becoming more and more important and can no longer be ignored as a key component of any integrated communications initiative. As an example, the 2010 second-quarter earnings season saw 150 companies using Twitter to announce their financial results and tweet highlights from their earnings calls.*Today, stakeholders will seek out information from the sources they trust – so it’s up to companies to ensure that their stories are being told across all of these platforms. Some 70 % of American journalists use Facebook or Twitter for their research while 42 % of analysts and institutional investors read blogs to find information about companies.**To meet the challenges of this evolving communications landscape, MSL recommends a tailored approach that can allow companies to craft appropriate messaging and to ensure that this messaging reaches target stakeholders wherever they reside.

*Source: Investor relations on Twitter: 10 great examples** *Middleberg Communication pour la Society for New Communication Research 2009

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HONG KONG TEAM

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MSL Hong Kong

Eric AbelevAccount Director

Eric leads MSL Hong Kong’s corporate and finance practice, charged with providing high-level counsel to a diverse range of clients within the company’s corporate portfolio.Born in Russia, Eric grew up in Canada and has been based in Hong Kong for more than six years. He began his career in online media, driving the marketing and communications for Toronto-based digital pioneer MusicMusicMusic Inc. He then turned his focus to television, spearheading publicity for one of Canada’s premier cable networks. Relocating to Hong Kong in 2005, Eric took up the post of associate vice president of corporate affairs & communications at STAR Group Ltd (STAR TV), leading key internal and external communications initiatives for the company region wide. After a brief assignment as senior manager, group corporate communications with AIA Group, Eric joined boutique communications consultancy EBA Communications, where he served a broad range of B2B and corporate accounts for clients such as Symantec, ECA International, Regus and Sybase.Eric holds a BA in Political Science and Sociology from Carleton University (Ottawa, Canada) and in 2009, earned an Executive MBA from the Richard Ivey School of Business (Hong Kong Campus).Specialties:

Crisis management Sustainability / CSR Strategic planning Internal communications Speech writing

Industry experience: Media (traditional and digital) Technology Property Professional services Insurance / wealth

management

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MSL Hong Kong

Dominique WhiteheadSenior Account Manager

Dominique is a Senior Account Manager at MSL Hong Kong, where she helps her clients measure and pro-actively manage sentiment across the increasingly complex and cross-border corporate world.Prior to joining MSL, Dominique was a Consultant at Citigate Dewe Rogerson HK, where her focus was on hedge funds, asset management funds, and property funds, as well as IPOs of large Chinese conglomerates listing on the HKEx and SGx. Before her move into financial & corporate PR, Dominique was an Investment Analyst at Ward Ferry Management, a long/short equity hedge-fund based in Hong Kong, where she evaluated investment opportunities through qualitative and quantitative research. This was preceded by a position with HSBC’s Project Finance Department, analysing large scale long-term infrastructure investing opportunities across the APAC region. After graduating from the University of Edinburgh with a Masters in History, Dominique went on to receive a Postgraduate Bachelors of Law from BPP Law School London, where her emphasis was on Corporate, Contract, Equity & Trusts, Insolvency and Employment Law. Originally from Hong Kong, Dominique has lived in Sydney, New York, Beijing, Edinburgh and London, speaks fluent French and English and is learning Mandarin.Specialties:

Media Relations Strategic planning Regional account

management Editorial/copywriting

Industry experience: MNCs Hedge funds Asset management funds Property funds Professional services

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MSL Hong Kong

Edith LauSenior Account Executive

Edith is a Senior Account Executive in the Corporate Communication department at MSL Hong Kong. She started her public relations career with an internship at MSL Hong Kong, assisting the team on global clients such as Philips, Sony and Sunkist. She has supported the planning and implementation of regional PR programmes for a portfolio of clients, including Asia corporate communications and reputation programme for Procter & Gamble, and regional branding and publicity programmes for Leo Burnett. Besides, she has served a wide range of international clients, such as Coca-Cola, Grant Thornton and World Gold Council. Her other work included issue management for Mattel Inc, and media relations and publicity for Bombardier at major air shows in Hong Kong and Zhuhai. Edith holds a Bachelor’s degree from the Hong Kong Baptist University, majoring in Public Relations and Advertising.

Specialties: Media relations Research analysis Regional account

coordination Copywriting

Industry experience: MNCs FMCGs Professional services