Company Credentials - 2011

THERE ARE 80,000MARKETING COMMUNICATION

AGENCIES IN CHINA.

How do you choose your partners andensure they deliver in the same direction?

We exist because 9 out of 10 companies answer ‘yes’ to the following questions

Do you deal with multiple marketing agencies?yes _______ no _______

Do you give them one brief and receive dozens of execution ideas you find difficult to put together?yes _______ no _______

Do you want your next campaign to be delivered in a consistent way by qualified agencies, across the most relevant communication touch-points? yes _______ no _______

In 3 phases, we generate integrated brand campaigns that ensure all agencies deliver in the same direction

Phase 1:

INVESTIGATE

We immerse ourselves into the challenge, by conducting qualitative interviews with consumers and experts to generate or sharpen insight platforms.

Phase 2:

IDEATE

We conduct brainstorms and workshops to generate campaign directions,which we turn into concept boards ready for focus group validation.

Phase 3:

INTEGRATEWe help define the optimal touch-points and deliver an integrated brand campaign, detailed to an executable blueprint level and inclusive of partner agencies referral.

MET

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PITCHEN

TALENTS AGENCIES

FEASIB

ILITY

EXECUTABLE Every plan undergoes a feasibility check before delivery and includes a list of renown agencies ensuring its full execution.

AGENCIES NETWORK Our agency database allows us to access 100s of success stories and execution ideas, which help sharpen your integration plan.

INSIGHTFUL The talents and experts we bring

in for every project ensure our integration work is strongly rooted in consumer and industry insights.

EFFICIENT Owning the campaign blueprints gives you the freedom to select the optimal agencies to execute, in a time and cost efficient way.

UNBIASED As an independent integration

engine, our services optimize your agencies’ marketing efforts without

creating conflict of interests.

TALENTS NETWORK From our database of 100s of

industry specialists and creative minds, we select the ones relevant

to each integration challenge

Our secret to integration lies in empowering in-house expertise with talents & agencies relevant to your challenge

The power of our integration engine and how it has helped leading companies succeed

BRANDS (RE)LAUNCHED MARKETING DISCIPLINESPROJECTS COMPLETED

INDUSTRY TALENTS YEARS OF EXPERIENCE NATIONALITIES BRANDS SERVED

1542 9

84 12672 421

36 92 720 293 22PARTNER AGENCIES KEY CONTACTS COLLABORATORS SUCCESS STORIES AWARDS

OUR CLIENTS INCLUDE:

THE BRIEF

To generate an Integrated Marketing Plan maximizing awareness, visibility, and sales by delivering a new breakfast journey with Kraft.

In 2010, Kraft entered a complete new category with ‘Uguan Breakfast Bing’ on a mission to create “China’s Packaged Breakfast”. To do so, it needed to offer and communicate a new breakfast experience that would unite moms & kids across China.

‘You Are My Sunshine’ Breakfast Experience invited 2,000 influencer moms to join a two-day event to reenact Kraft’s new breakfast TV Commercial with their kids. The grand winners would become national ambassadors for Kraft’.

300+ High Definition user-generated TV Commercials were created and posted across the web to inspire new users to join Kraft’s breakfast experience. 1,000,000 copies of the breakfast song were handed in to shoppers in-store.

THE PITCH THE DELIVERY

Agency Mix: What If Innovation | Saatchi & Saatchi | MS&L | Wildfire | Saatchi Digital | Lever Field Marketing

Campaign Direction: ‘You Are My Sunshine’ Breakfast Experience

OUR INTEGRATION WITH

THE BRIEF

To generate an Integrated Marketing Plan maximizing consideration, trial, and sales for Campbell’s new soup category launch.

In 2010, Campbell’s launched China’s first Prepared Soup in 15 variants. They were on a mission to create “China’s Commercial Soup Category” by engaging busy moms to spend less time cooking and more time with their families by starting dinner earlier.

A 6-month word-of-mouth campaign and a 5-star shopper program to engage busy moms in trying Campbell’s and share their reasons to start dinner earlier (in the form of short stories, photos, videos uploaded on social network sites).

1,000,000 shoppers were served a bowl of Campbell’s soup in-store with the ‘19lou’ social network site link to review and contribute to 5,000+reasons other consumers shared to start dinner earlier with Campbell’s.

THE PITCH THE DELIVERY

Agency Mix: What If Innovation | Y&R| Wildfire | 19lou.com| Unisono Fieldmarketing

Campaign Direction: 1,000,000 Reasons To ‘Start Dinner Earlier’

OUR INTEGRATION WITH

THE BRIEF

To develop an 18 months Marketing Plan inclusive of 2 Integrated Brand Campaigns around the global brand promise of “Change. You Can”.

After becoming a global phenomenon, with over 3 million watches sold in 81 countries, ICE-Watch’s next challenge was to conquer the world’s largest watch market in 2011 – China.

THE PITCH THE DELIVERY

Agency Mix: Creative Community | Stylist, Photographer, Film-marker | Opinion Leaders / Bloggers | PR | Digital | POS

Campaign Direction: ICE-Watch – Match Your Every Style

OUR INTEGRATION WITH

ICE-Watch 1st Integrated Brand Campaign “Match Your Every Style” marked the launch of the brand in China based on the concept that with 100+ colors and styles of watches, ICE-Watch can match any given style.

A 4-phase marketing plan inclusive of all operational blueprints around 8 communication touch-points to build awareness, consideration, and off-takes.

An award-winning B2B launch for the most creative retail space in the fashion category at the 2011 China Watch Fair.

What our clients say about us:

Pitchen was the first agency to thoroughly investigate our challengesbefore jumping into solutions. Their methodology helped us conceptualize,brand, and communicate multi-million dollar projects in Europe and Asiaincluding a Luxury Resort and a Fast Food Chain we are all very proud of.

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Benoit Gersdorff, CEO

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Pitchen has been a great partner to us at Campbell Soup in China. They aretruly an integrated marketing agency, as demonstrated by not only a uniqueability to bring our core message into digital, social media, word of mouth,and sales activation, but importantly by constantly pushing to sharpen thework and approach with fresh ideas.

Pitchen was initially invited to plan the internal PR launch of our newbreakfast category for China... Yet, their passion and creativity quicklygranted them the creative lead of our go-to-market strategy and itsentire integration with 6 partnered agencies.

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Chris Foley, Marketing Director

Rose Li, Senior Brand Manager

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Payman has led 100+ new concepts & creative campaigns for 32 brands, including 8+ years in China

Strength: A true marketing devotee specializing in launching new brands & categories in China markets Career: Ex-Omnicom Group agencies creative director & strategic planner, IMC professor at Fudan

Luis has worked in both research & brand management sides of the business, including 5+ years in China

Strength: A capability to manage sets of agencies to ensure the delivery of complete marketing programsCareer: Ex-Nielsen Company client service for shopper studies & accounts for 7 markets in Asia.

Rui has managed Unilever's top brands, including 5+ years of experience in China

Strength: Well rounded business acumen both globally & in Asia, infused into in-depth market strategy Career: Ex-Unilever brand manager (Europe & China) and CEO of Zooom social networks (Europe)

Arthur is a Chinese advertising guru, with 20+ years creating and deploying brand campaigns in China

Strength: Market global brands in China with extensive above-the-line and brand activation experience Career: A lifetime working for global advertising agencies including LOWE, JWT, and Ogilvy China

Elinor has led multiple strategic biz-dev. initiatives & cross-industry trainings, including 5+ years in China

Strength: Strategic planning & consumer insights expertise leveraged for grounded business growthCareer: Ex-Shanghai Tourism Bureau business developer and independent executive coach

For enquiries or additional information, please contact:

Payman Nejati | CEO Payman@pitchen.net | (+86) 1377 43 63 253

or visit us at www.pitchen.net