IPRN: Local knowledge. Global reach

Local knowledge.

Global reach.

Competencies and resources in Europe and the Americas

London / Düsseldorf / Beijing October 2014

Who we are and what we stand for

London Berlin

Paris Shanghai

São Paulo Cincinnati

A dynamic global network of independent agencies

Number of agencies 35

Gross turnover US-$163m

Employees worldwide 1,700

General Secretary Jonathan Choat

Coordinators Jörg Pfannenberg,

China Business JP│KOM, Düsseldorf.

Aries Hou,

Blue Digital, Beijing.

Founded 1995

As a client, you are serviced by the owners

of these agencies to whom reputation and

achievement are paramount.

1,700 employees in 41 countries at your command

NORTH AMERICA

Canada

USA

SOUTH AMERICA

Argentina

Brazil

Chile

Colombia

Mexico City

Peru

Venezuela

AFRICA & MIDDLE EAST

Jordan

Saudi Arabia

Lebanon

South Africa

United Arab Emirates

AUSTRALASIA

Australia

New Zealand

ASIA

China

Singapore

Japan

India

EUROPE

Austria Hungary Portugal

Belgium Ireland Russia

Czech Republic Italy Spain

Denmark Luxembourg Sweden

Finland Netherlands Switzerland

France Norway Turkey

Germany Poland United Kingdom

Integrated comms worldwide

IPRN agencies stand for integrated all-encompassing

service, from communications consultancy to realisation

Executive comms

Internal comms

Management conferences

PR/PA

Corporate publishing

Cap. market transactions

Investor/Creditor relations

Issue management/

Crisis comms

CSR commns

Media relations

Events

Trade marketing

Media relations

Corporate publishing

Events

Trade marketing

Trade show PR

Media relations

Public Affairs/Market Access

Events

Comms

management

Employee

comms

B2C

comms

B2B

comms

Corp.

& Fin.

comms

Healthcare

comms

Media relations for international clients

Implementation

• Press information

• Press kits

• Interview agreements

• Press trips

• Press conferences

Monitoring

Basic services

• Consultancy

• Development of media strategy and storyline

• Planning of PR activities

• Press contact

• Development and maintenance of contact lists

• Media response analysis

• Equivalent advertising spend analysis

• Input-output analysis

• Editorial visits

• PR for trade fairs & events

• Seminars for journalists

• Meetings with experts

Strong in digital and web 2.0 comms

Structure/

Design

• Best practice researches/benchmarking

• Conception, structuring, navigation

• Design and layout

(Technical)

Implementation

Strategy

• Set-up of social web presences/apps incl. HTML coding

• Mashing of channels/applications

• Editorial services incl. content/community mgmt.

• Content creation incl. videos, plugins, etc.

Social Web

Monitoring

• Realtime monitoring

• Key influencer analysis

• Reports and management summaries

• Analysis of media portfolio

• Strategy 1.0/2.0 (internal/external)

• Structures and cross-media linking

Proof of our strategic excellence

2013 LACP Spotlight Awards

Gold for BASF’s brochure “Cosmetics for real life”

2013 BCP Best of Corporate Publishing Award

2 x Gold/1 x Silver for Luxaviation’s “xcellence magazine”


Platinum for Styrolution’s “Pocket Guide”

2012 inkom. Grand Prix

Silver for BSH’s “inform” e-magazine

2010 Stevies Distinguished Honoree

Cognis’ “Newtrition – Eat.Feel.Live”

2008 European Excellence Awards

1st place for Cognis’ “Controlling/Evaluation system“


Platinum and “Best Debut” for Cognis’ Intranet relaunch

Expertise in industry sectors (1/2)

B2B – commercial/

industrial

IT & Technology

Consumer (Food/Drink,

Durables, Services)

Healthcare &

Pharmaceuticals

Financial Services

Utilities

Bosch and Siemens

Home Appliances

Top 5 energy

utilities worldwide

Expertise in industry sectors (2/2)

Food & Drink

Other Consumer Goods

Automotive & Suppliers

Travel & Tourism

Fashion, Nautical &

Luxury Goods

Non Profit

Selected fields of comms

Public Affairs

Environmental Affairs

Crisis and Issue

Management Bosch and Siemens

Home Appliances

Case studies

Raising profile with a media roundtable

with key branch experts

Media relations: DuPont

13

Tasks

• Position DuPont Nomex as leading brand

for fire protection/safety

• Foster image as innovation leader

Measures

• Featured articles/case studies in

cooperation with fire brigades (“Storytelling”)

• Press office/media contact

• Advert campaigns

• Media events with key trade media

Results

• Key industry event in Germany 2013:

roundtable with 16 experts

• Extensive media coverage incl. videos

• IPRN Award 2014 (category “B2B

communications”)

Promoting the Renminbi in Central Europe Media relations: HSBC

Tasks

• Position HSBC as leading international bank

and expert for China

• Promote Chinese Renminbi as top 3

trade currency worldwide

Measures

• Placement of articles and interviews,

e.g. in Czech Republic and Germany

• Web conference for German journalists with

CEO of HSBC China and Head of Corporate

Banking Germany

• Media relations (“Issue surfing”) on

occasion of Xi Jinping visit in Europe

Results

• Positive coverage

• High share of voice in opinion leading media

14

Premarketing of a new pharmaceutical product Media relations: Takeda

Tasks

• Prepare launch of specialist drug in a new indication

• Give profile to innovation strategy of the company

• Win allies among NGOs

Measures

• Interviews with the CEO in opinion leading media

• Advertorials with testimonial stories (“Storytelling”)

• Media relations in close cooperation with NGOs

• Bylined articles in specialist media

Results

• Higher share of voice

• High awareness for new product

Premarketing of a new pharmaceutical product Media relations: Takeda

Coverage in popular/opinion leading and trade media

Organizing Madrid Lighting Show Media relations: Havells Sylvania

Tasks

• Launch of Havells Sylvania in Spain

• Reinforce relationships with media and journalists

Measures

• Exclusive press event for trade media in Madrid

• Special press kit with all the information and the

new Sylvania LED lamp as a present

• Special catering with one of the most important

chefs in Madrid

Result

High press coverage in all the target media

Promoting Azimut Yachts’ launch in Spain Media relations: Marina Estrella

Task

Introduce Azimut Yachts as the premium brand of

Marina Estrella in Iberia as the lead changing factor

Measures

• Presentations, roadshows and special events in

different marinas in Spain

• Special booth and active participation in the

Barcelona International Boat Show

• News, articles and boat tests of Azimut new models

in the marine and lifestyle media

Result

• Highest brand and product notoriety in Spain, well

linked with Marina Estrella

• Azimut boats better recognized by media and

clients as a top brand of the nautical industry

Organizing a world premiere:

“Barcelona: 1000 days to the future”

Events: Discovery Channel

Task

World premiere event for Discovery with high

media and opinion leaders impact

Measures

• Organization of an event for 3,200 VIPs, opinion

leaders, influencers and media, leaded by the

Mayor of Barcelona.

• Press conference with more than 60 journalists

(dailies, magazines, trade, TV, radio stations)

and 70 special VIPs

Results

• 60 news and articles published in Spanish

newspapers and magazines

• 7 clips on premium TV in 2 months, plenty of

radio coverage

Giving an authentic proof of business expertise Media relations: BASF

Tasks

• Inform customers about “Cosmetics for real

life” concept of BASF Personal Care

• Show innovative strength and expertise

• Proof relevance of cosmetic ingredients

Measure

Brochures show BASF experts and employees in

professional and private life

Results

• Brochure won LACP Award in New York

• Became a collectors item

Giving an authentic proof of business expertise Media relations: BASF

“Be yourself“: employees as “brand ambassadors”, supporting BASF’s “Cosmetics for real life” concept

Appealing to a sophisticated target group Media relations: Luxaviation/Fair Jets Group

Tasks

• Create a compelling first-class publication

• Target the exclusive target group of a charter flight

company

Measures

• High quality, exclusive in-flight magazine

• Adopting the style of a classic travel journal by appealing

to the taste of distinguished and wealthy travellers

Result

• Two gold and one silver at Best of Corporate Publishing

Award 2013

• Offering added-value stories for customers

Providing social media guidance

for employees worldwide

Digital: Henkel

Tasks

• Coaching Henkel colleagues to use social

media in an appropriate manner

• Definition of responsibilities (corporate vs.

brands, global vs. local, etc.)

Measures

• Social media policy

• Training video and PPT with global Henkel

best practices

• Quiz & poster: “Correct behavior in social

media conversations”

Results

• Successful roll-out of the global corporate

social media strategy

• Overview on worldwide activities

via central database

Empowering instead of “preaching”: Henkel’s new

social media guideline was promoted with a video clip

A single online solution for all devices Digital: Together for Sustainability

Task

Central online platform to onboard potential

suppliers of leading chemical companies

(e.g. BASF, AkzoNobel, Bayer, etc.)

Measures

• Website incl. responsive design

• Multimedia training materials and

learning tools

• Video tutorials in five languages

• Interactive checklists

Results

• 91% customer/user satisfaction

• Expansion of member companies

from 6 to 8

http://www.tfs-initiative.com/

A single online solution for all devices Digital: Together for Sustainability

PC, tablet or smartphone? “Together for Sustainability” provides its suppliers’ information

on every screen

Setting up corporate social media channels Digital: BSH Bosch and Siemens Home Appliances

Task

Entering the social media world

Measures

• Social media guidelines worldwide

• Implementation/Programming of Facebook,

YouTube, LinkedIn, Blog

• Social Media Pilot in Turkey

• Set-up of social collaboration platform

• Promotional activities to boost use of social

media among employees

Results

• About 92million clicks on Facebook fanpage

within two months in Turkey

• Reports in opinion leading media, e.g.

Hürriyet

Social media guidelines for local comms managers Digital: BSH Bosch and Siemens Home Appliances

Tasks

• Framework for local implementation of global

social media strategy

• Online crisis prevention

Measures

• “Cookbook” for local comms managers:

guidance incl. design templates, community

and issue management

• Easy to look-up guidelines instead of

technical compendium

• Extension of existing crisis guidelines incl.

processes and responsibilities

Results

• Successful start of corporate social media pilot

in Turkey and global implementation

• Coherent standards for issue analysis and

reaction established worldwide

Leveraging a plant opening for cross-border

media relations

Events: SMS Meer

Tasks

• Rise awareness for new plant in Shanghai

• Support sales activities B2B in Asia

Measures

• Advertisements in trade press

• Media relations and speaker placement

on Shanghai Tube Expo

• Microsite and brochure in English and Chinese

• Employees’ event

• Media briefings

• Opening ceremony and dinner

Results

• Successful opening with very positive

customer feedback

• Positive media coverage in China and Europe

Leveraging a plant opening for cross-border

media relations

Events: SMS Meer

Press conferences, employees’ event, opening ceremony, microsite on Shanghai

plant opening

Embracing the new strategy

with interaction and dialogue

Events: E.ON

Tasks

• Implementation of strategy worldwide

• Foster commitment of senior management

for new strategy

Measures

• Management conference for 600 attendees

from four continents

• Workshops/team sessions

• Gamification, e.g. swarm gaming (similar

to a video game)

• Toolbox for downcascading of information

Results

• Active discussions among the attendees

• Positive spill-over to external stakeholders

Celebrating the 100th restaurant with customers

and journalists

Events: Burger King

Tasks

• Celebrating the opening of the 100th

Burger King restaurant in Italy

• Roll-out of new restaurant concept

• Raising BK’s employer brand

Measures

• Opening event for the jubilee restaurant

in attendance of the BK’s EMEA president

• Press event for journalists of business,

trade and local media

Result

Nationwide media coverage all over Italy

Promoting new routes “on the fly” Events: Emirates

Tasks

Promoting the new route Dubai, Milan,

New York

Measures

• Exclusive press briefing in airport business

lounge with selected key journalists

• Lunch with Michelin star-awarded chef

Results

• Nationwide media coverage all over Italy

• Fostering of a strategic partnership between

Emirates and ITCHEF (association of

international Italian chefs)

Building a fan community for a new product line Events: LEGO

Tasks

• Supporting the expansion of LEGO’s product

portfolio

• Introduction of the new product line for role play

“LEGO friends”

Measures

• Press events for the introduction of the first

LEGO board games

• Consumer events with key target groups:

children, teens and their parents

• Long-term event series for “LEGO friends” for

boys and girls separately

Results

High acceptance of the new product unit

Promoting a new collection with high-end events Events: Harry Winston

Tasks

Supporting the launch of a new watch collection

Measures

• Cooperation with renowned “Taormina

Film Fest”

• Press office to maximize coverage in key

trade media and TV

• Celebrity endorsement

Results

• High acceptance of new product line by

international celebrities

• High coverage in relevant key media

Laura Morante

Mira Sorvino

Michael Douglas

Boosting brand awareness with attractive

motorsport events

Events: Loewe

Tasks

Increase brand awareness for Loewe

among key target groups in Italy

Measures

• Sponsorship of Porsche Carrera Cup: Branded cars

VIP lounge

Press office

Press day

Product placement at Porsche events

Results

• HNWI presence

• Significance increase of sales

Increasing visibility of luxury cosmetics Events: Kiehl‘s

Task

Increase media presence of the popular high-end

cosmetic brand

Measures

• Media relations online and offline

• Events in flagship stores

• Press conferences

Results

High nationwide media coverage in Italy

Sponsoring of girls soccer on the eve

of FIFA Women’s World Cup 2011

Events: Alliance Healthcare (ANZAG)

Task

• Give profile to company as corporate citizen

• Create value for market partners

• Employer Branding

Measures

• Organization of nationwide soccer tournaments

for girls

• Launch event and press conference in Frankfurt’s

FIFA World Cup Stadium

• Regional media relations and cooperations with

market partners all over Germany

Results

• Media coverage all over Germany

• Customer retention

• German PR award “Gold” in the category

“Sponsoring”

• Strong participation by employees

“Stakeholder mapping”: Identifying relevant

players with the public arena model

Tools for effective communications

Securing one-voice-policy – with a “Strategic

issue management process”


Strategic

comms

goals

Yearly

comms

planning

Adjustment of comms. plans

Roadmap

incl.

milestones

1 2

4

3

Trend & issue

monitoring Evaluation

Scenarios

new

proposals

Planning of

activities and

measures

Check of

messages

Ongoing

controlling

Goals

Planning

Implementation

Controlling

1

2

3

4

Implementation

A

C D

E

Issue

management

B

Developing a coherent and convincing storyline –

with the “Pyramid of key messages”


Working with the IPRN

It’s your choice … Coordination of International Campaigns

Method 3

Client Corporate /

Product Strategy

Any combination which suits

your markets, management

and planning

Method 2

Client Corporate /

Product Strategy

Regional reporting /

budget control

IPRN country

agencies sourced

Agency manages campaign

reporting to local client

management

Method 1

Client Corporate /

Product Strategy

Central reporting/

budget control

Lead country agency

Sources IPRN

Manages campaign through

IPRN country agencies

Your contacts

Jörg Pfannenberg

JP│KOM GmbH

+49-211-687835-12

[email protected]

Oliver Chaudhuri

JP│KOM GmbH

+49-211-687835-42

[email protected]

London Shanghai/Beijing Düsseldorf

Jonathan Choat

General Secretary IPRN

+44-207-052 8812

[email protected]

Aries Hou

BlueFocus Digital Marketing

+86 (10) 5647 9508

[email protected]

Wenyi Wang

BlueFocus Digital Marketing

+86 (10) 5647 8400

[email protected]