Thirty-five years ago Makovsky consisted of two people in a cramped two-office suite with no clients, sustained by a $10,000 personal loan and fighting for a toehold in the world’s most competitive marketplace. As one of those two employees, I am proud, and occasionally even awed, that we now stand among the most respected and admired communications firms in the United States. This booklet tells a visual and sometimes playful story of how that happened: not as a self-congratulatory recap of events and milestones but rather as a glimpse of what it’s like to work here, why we are able to attract and retain the best talent and, most of all, why our clients are uniquely happy. It’s said a tree stands strong by its fruit and its roots. That’s a good metaphor for our firm. The client commitment and creativity that flourish every day among our account teams are fed by the deep-rooted values and standards first planted 35 years ago. Thanks very much for reading and know that I welcome your comments.

Kenneth D. MakovskyFounder + CEO

i

“Character is like a tree and reputation like a shadow.

The shadow is what we think of it; the tree is the real thing.”

– Abraham Lincoln

ii

CONTENTS

Leadership PA

GE 2

Practices PA

GE 10

Culture PA

GE 20

Recognition PA

GE 28

iii

1

2

Leadership

3

There are no sepias in Ken Makovsky’s leadership profile. Inducted into the PR News Hall of Fame, he’s also former Co-Chairman of the Board of the Institute for Public Relations, recipient of the distinguished PRSA-NY John W. Hill Lifetime Achievement Award, and the Gold SABRE for Career Achievement. He is also a member of the Arthur Page Society, a communications honorary. Beyond industry, Ken was named a Distinguished Alumnus of Washington University and received the Stanley M. Isaacs award from the AJC for Humanitarian Service.

True Colors

4

Want to know what truly distinguishes one consultancy from another? People. Want great client work? Attract great people. That doesn’t just mean stellar experience and skills. For sure, our people offer clients deep communications backgrounds from digital and branding to regulatory knowledge, product innovation and traditional journalism. But great people are also, well … great people. The kind of team you’d want in the foxhole — smart, committed, energetic, creative and collegial.

The Secret of Our Success

5

Thirty-five years ago we opened our doors to embrace a new model of communications that has guided our firm ever since: Specialized Thinking. We focus on highly specialized, highly competitive and often highly regulated business sectors, always believing that specialized knowledge trumps general knowledge every day of the week. It’s the difference between knowing something and understanding it.

Our Guiding Light

6

No one spends more per capita than Makovsky on proprietary studies, independent research, whitepapers and conference sponsorships that illuminate where our industry is and where it’s heading. To cite just one example, our annual “Wall Street Reputation Study” was featured in The Wall Street Journal and was honored by the American Business Awards as the most innovative research initiative of its kind.

Brainpower

7

Makovsky was the first firm in its field to adopt the principles of Total Quality Management. Each month, we audit a selection of client programs with the account team and a board of experts that includes Makovsky leadership and an outside, independent auditor. Clients are involved through a formal questionnaire. This rigorous system of performance measurement, feedback and evaluation helps keep our eye on the prize of superior client service.

Quality Commitment

8

CIAOMI CHIAMO

HELLOMY NAME IS

HOLAME LLAMO

SALUTJE M’APPELLE

HALLOMEIN NAME IST

OLA’MEU NOME E’

In 1983 Makovsky founded an international partnership called IPREX. The idea: a close association of top independent agencies in key markets around the world would provide clients a better alternative to the conflicts and encumbrances of a privately owned agency organization. The result: today, the IPREX partnership spans 30 countries and accounts for more than $250 million in billings and nearly 1,800 people.

Global Partnership

9

Building and distinguishing brands today require a new kind of marketing horsepower: multi-channel, integrated communications strategy and execution that mutually reinforce one another to engage consumers and influencers where they live, work and play. And operate like the smoothly meshing gears of a high-performance engine.

Integrated Communications

10

Practices

11

Our Health Practice is the best in the business. Literally. It was named Healthcare Agency of the Year, a testament to our strong partnerships with blue chip pharmaceutical companies over the years such as Johnson & Johnson, Bausch & Lomb and Abbott, as well as other diverse organizations ranging from WebMD to The BMJ, a weekly peer-reviewed medical journal. But our real inspiration is bringing hope and healing to patients everywhere.

Have a Heart

12

From asset management and retail banking to venture capital and insurance, our Financial Services Practice doesn’t miss a beat due to its extraordinarily deep knowledge of finance nooks and crannies, as well as investor relations. Our team has carefully tended the reputation of publicly traded and private financial institution leaders such as Citigroup, Charles Schwab, American Express, JPMorgan Chase and Merrill Lynch.

Financial Currency

13

We’ve been overjoyed by the sparkling success of one of our newest practices, Energy, Manufacturing and Sustainability. Based in Washington, D.C., the practice is built on our heritage with industry leaders ranging from PSE&G, United Water and Johnson Controls to Itron, International Fuel Technology, Soraa and Hubbell Lighting.

Highly Charged

14

Beech-Nut tapped our agency to manage the company’s adulterated apple juice scandal. Post-crisis, our strategy and counsel resulted in restoring trust in new management and, within a year, helping rebuild market share to near pre-crisis levels. It’s the kind of crisis management work we’ve excelled at for many organizations, including Bear Stearns, Celgene and the aerosol industry, among others.

Crisis

15

The firm’s founding Technology Practice enjoyed a big boost when, in 1995, IBM chose us for an eight-year engagement to promote its networking hardware and software businesses. Before long, many other technology companies – Arrow Electronics, Cognos, Alcatel, Intuit, EDS and Philips Consumer Electronics – followed suit.

Technically Speaking

16

Hundreds of high-profile corporations turn to consultancies like Booz Allen Hamilton, A.T. Kearney, Mercer, KPMG, Russell Reynolds Associates, Paul Hastings, Venable and other professional services firms too numerous to list. But when these consultancies needed guidance and action themselves to raise their respective profiles, these constituents all came up with the same answer (Ahem!).

The Consultant’s Consultant

17

Our newest practice, Consumer Brand Marketing, marries Makovsky’s Specialized Thinking with the needs and desires of consumers in each of our areas of specialty. We bring the passion, knowledge, experience and tools to help clients tell their stories and connect them to consumers. We provide the flair and relationships to ensure that when our clients speak, the world stands up and listens.

Consumer

18

Our Digital Practice empowers our professionals to be fluent in creating and executing programs across the increasingly influential web, social media, social analytics, mobile and video spectrums. In an environment where dozens of brand touchpoints are needed to register on a media Richter scale, we impact audience behavior.

Painting the Digital Landscape

19

In 2014 we launched SKYLABS: an innovation laboratory that works with innovation teams, marketers and investors to create viable business opportunities, develop new products and services, and accelerate the adoption of transformative ideas.

Wings to Dream

20

Culture

21

We’ve been recognized as a Best Places to Work agency for many years. There is a lot we could say about our workplace culture, but the real proof lies in deeds as much as words. Every moment of every day, our colleagues model behavior that embraces our values: motivate, collaborate, communicate, innovate, educate and initiate – all with integrity and excellence. These values are so ingrained they go largely unspoken.

Walking the Talk

22

As early as 1989 we were named the Fastest-Growing PR Firm in the U.S. We’ve never stopped since then, cited as one of Inc. magazine’s fastest-growing companies in four of the past six years. More important, we’ve been recognized for excellent client service at every step along the way. But as we grow, two things remain true: our entrepreneurial spirit and client-first approach.

Growing Up

23

We live our philosophy: continuous education to enrich career development for our professionals. Taught by “Makovsky professors,” as well as outside experts ranging from digital natives to veteran practitioners, our award-winning Mak University enhances skill sets, teaches new ways of thinking and strengthens employee strategic abilities. It’s also how we share knowledge and stay on the cutting edge of our field.

On Point

24

Speakers at our monthly staff meetings are a varied group. A New York Times editor spoke about political gridlock. A New York Yankees communications director talked about George Steinbrenner. A dean of USC’s Annenberg School addressed the digital economy. The president of the 9/11 Memorial Museum told the story of the challenges faced in making the museum a reality. What’s the thread? That hearing the rich and unexpected voices of our culture sparks inspiration and creativity.

Open Mic

25

Every holiday season the entire agency goes to the New York City Theatre District to attend the real deal – a hit Broadway show. Also, as part of the fun, our own “Makovsky players” write and perform a much-anticipated skit covering firm highlights at our annual celebratory year-end banquet.

Let’s Put On a Show

26

Whether we annually Go Red for Women® to raise money to fight heart disease for the American Heart Association, donate coats to those in need and fulfill the Christmas lists of underprivileged children in coordination with New York Cares or give pro bono support to nonprofits, Makovsky always has believed in the power of charity and goodwill to make a difference. And we encourage our employees to do the same.

Mak Gives Back

27

Our year-round internship program has a well-earned reputation for providingvaluable hands-on experience across different practice groups to select college juniors, seniors and recent grads who aspire to a communications career. Under close mentorship by professional staff, interns create a comprehensive client-oriented integrated communications plan as their final project.

Live and Learn

28

Recognition

29

We won our very first award in 1980 and have steadily added hundreds to our tally ever since. In our 35th year alone we were honored with a staggering 39 awards for client and employee achievement across our practices. Gold, silver, bronze, far too many to count! We now are in possession of enough metal to sink a ship – or build one.

Heavy Metal

30

In addition to our sparkling trophies, we are extremely proud of our considerable recognitions. Accolades include Agency of the Year, Midsize Agency of the Year, Digital Agency of the Year and Healthcare Agency of the Year, among others. We’ve twice been ranked #7 on the New York Observer “PR Power 50” list of the most influential firms in New York, well ahead of firms that are many times our size.

The Limelight

31

The firm’s guidebook, “A Makovsky Professional’s Pathway to Growth,” charts a targeted road map for employee success at every level, and our annual performance review provides a 360-degree view. The top performers contend for the Hot Award, given quarterly to the employee with the most outstanding record. Employees who most personify the firm’s values win the #bereMArKable Award.

You Can Get There from Here

32

Every year, Makovsky account teams step forward to present the story and the results of the past year’s campaigns we are most proud of. Sitting in judgment is an audience of outside business-communications luminaries chosen to select the victors. We call this the Mak Awards. It’s been our way of recognizing and inspiring our colleagues for more than 15 years.

Best of the Best

33

Well into its ninth year and numbering more than 500 insightful entries strong, Ken Makovsky’s “My Three Cents” is indisputably one of the most highly respected, successful and most widely read blogs in the PR industry. His blog has been selected among the Top Ten CEO Blogs by Chief Executive magazine and has been syndicated by Forbes.com and Businessweek.com. Ken also has been named Blogger of the Year four times. Please feel free to follow along at makovsky.com.

“My Three Cents”

34

Michael Bloomberg, successful entrepreneur as well as three-term New York City mayor, knows a business standout when he sees it. He declared July 1, 2010 as Makovsky Day. We even have a fancy proclamation to prove it, which reads, “Our city continues to lead the world in business and innovation … thanks in part to our commitment to helping New York businesses like Makovsky succeed in the global economy.”

Kindred Spirit

35

At Makovsky, we are embracing the future.

We continue to adapt and innovate, keeping our

clients on the cutting edge and our employees

at the top of our profession.

Virtual reality, metadata, machine-to-machine

connectivity, consumer empowerment,

personalized technology. These and other

communications trends promise to transform

society and our individual lives in ways that

increasingly will look nothing like anything we

recognize from the past.

This post-digital vision inspires us and rests

largely on the power of communications.

For the world of tomorrow is a world of closer

and deeper connection among all people and

organizations – which is the foundation

of our profession and the basis for progress

as we move forward.

We are excited to be playing our part in

creating the conversations of today that will

shape the voices of tomorrow.

This book is dedicated to thethousands of employees,clients, vendors/partners,

guest speakers and friendswho have enriched our culture and

contributed to our success.

Makovsky is the founder of IPREX, the second largest international corporation of independent public relations and investor relations firms in the world, serving clients everywhere.

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