the agency for change

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CHANGETHE AGENCY FOR

EARLY

FLEISHMANHILLARDFISHBURN CAME

TOGETHER

IN 2016

IN LONDON+

RIGHT HERE IN BANKSIDE

CAME TOGETHER

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WE’D LOVETO GET TO KNOW

BETTERYOU

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AND WE WANTED TO GIVE YOU

JUST A FLAVOUR OF

WHO WE ARE ANDWHAT WE DO

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WE ARE THE AGENCY FOR CHANGE

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Our clients come to us for one reason; they need something to change.

TRANSFORMING a reputation or shaping

a policy debate

INFLUENCING consumer behaviour or revitalising a brand

BUILDING a sustainable business or persuading investors

“

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WE ARE THE PEOPLE WHO...

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...REVERSED a Government decision

for Virgin Trains

...CHANGED people’s behaviours around their heart health for Bayer

...TACKLED perceptions of sugar

for AB Sugar

...IMPROVED children’s well-being

for Philips

...SAVED lives for Carbon Monoxide

Be Alarmed!

...TRANSFORMED opinion on BT

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WE DRIVE CHANGE...

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...ACROSSMULTIPLE SECTORS

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CONSUMER PRODUCTS AND SERVICES

ENERGY AND UTILITIES

FOOD, BEVERAGE AND AGRICULTURE

HEALTHCARE

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FINANCIAL AND PROFESSIONAL SERVICES

PUBLIC SECTOR

MANUFACTURING AND INDUSTRIALS

TECHNOLOGY

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AND HERE IN LONDON WE’RE THE BEATING HEART OF ONE OF THE WORLD’S LARGEST NETWORKS

Large Agency of the Year 2014

PRWeek US

Gold – Rapid Response 2015

Cannes Festival of Creativity

Silver – Crisis and Response 2015

Cannes Festival of Creativity

Best International Agency 2014

PRWeek UK

Asia Pacific Network of the Year 2014

PRWeek Asia

Global Agency of the Year 2014

PRWeek US

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“

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FOUNDED

1946LONG-STANDING CLIENTS

96%

TRULY GLOBAL

91%2,800

EMPLOYEES85

OFFICES31

COUNTRIES20

LANGUAGES11

TIME ZONES

87%86%

OFFICES & AFFILIATES

HONOURS

100+

of our top 100 clients were retained last year

of our clients intend to continue or expand their relationship with us

of our clients say they would refer us to another company

of our top 200 clients are served in multiple markets

We bring together the right depth of subject-matter expertise and a broad range of talent to achieve fully integrated work –

across industries, practices and the globe.

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SOME OF OUR CLIENTS IN LONDON

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THE WORK

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Reversing a Government decision

THE CHANGE VIRGIN TRAINS WANTED TO SEE

When a Government procurement decision on the West Coast’s rail franchise threatened Virgin Trains’ presence in the UK, it asked us to run a campaign that would urge a rethink.

WHAT WE DIDWe combined political engagement with hard-hitting media relations and innovative social media strategies. An independent e-petition gained 170,000 signatories and prompted a parliamentary debate.The campaign prompted over 13,000 articles and more than 2,000 items of broadcast coverage and won PRWeek’s Campaign of the Year Award.

THE RESULTThe procurement process was cancelled and the Virgin Trains’ franchise extended.

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Changing behaviour on health

THE CHANGE BAYER WANTED TO SEE

Every 37 seconds someone in the Western world dies from a venous blood clot. But public knowledge and dialogue around blood clots remains limited.

As a leader in the field, Bayer had a responsibility to demonstrate leadership and tackle the problem head on – so it came to FleishmanHillard Fishburn.

WHAT WE DIDSitting for just 90 minutes can dramatically increase the risk of a blood clot in the leg, yet research told us that the risks associated with the sedentary culture of today’s modern world remained widely unknown.

We encouraged people to stop, think and make time to move in their daily lives by laying down a global Time2Move Challenge, giving away thousands of pedometers and interrupting a coffee break during the ISTH Congress with a flash-mob dressed as red blood cells. An ongoing social media programme added weight to the campaign as well as series of infographics and films.

THE RESULTA lasting platform that reached more than 250 million people worldwide, urging people to take action to help reduce their risk of a blood clot.

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Reshaping a contentious debate

THE CHANGE AB SUGAR WANTED TO SEE

We believe sugar can be part of a healthy balanced diet, and science currently supports this.

The trouble is, you wouldn’t know it from the headlines. AB Sugar needed a campaign that would change the terms of the debate – and perceptions of sugar.

WHAT WE DIDFleishmanHillard Fishburn launched ‘Making Sense Of Sugar’ – an integrated, multichannel campaign.

THE RESULTOne and a half million more adults – 40% of the population – now believe sugar can be part of a healthy balanced diet. In addition, 2.5 million more adults now understand there is no such thing as ‘good’ or ‘bad’ sugar, and only one in ten believe sugar is the lead cause of obesity.

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Building awareness and generating business

THE CHANGE TCS WANTED TO SEE

Tata Consultancy Services (TCS) needed to address a lack of awareness of its mobile and big data capabilities in the UK.

WHAT WE DIDGrasping the challenge, FleishmanHillard Fishburn identified an opportunity during the 2015 General Election and developed an ‘ElectUK’ app to visualise Twitter trends around it.

Using the app’s insights, we added new richness to the election debate and engaged traditional and social media influencers alike.

THE RESULTWithin six weeks the @ElectUK team had built a community of more than 2,300 followers, including a significant number of TCS’ target audience: politicians and journalists.

We delivered more than 60 pieces of coverage and, most importantly, reshaped awareness of TCS’ digital capabilities in the UK and directly contributed to two new business wins in the mobile and big data space.

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Branding that redefines the customer base

THE CHANGE BREVILLE WANTED TO SEE

With an ambitious plan to roll-out the Breville brand across Europe, Jarden was keen to attract a more affluent consumer.

WHAT WE DIDAfter extensive FleishmanHillard Fishburn research revealed Breville lacked personality and relevance, we launched a new and emotionally rich positioning: turn on your creativity.

THE RESULTThe positioning – with a new visual identity and brand mark – now works as the focal point across all channels including new brand packaging, advertising, point-of-sale and online.

Our brand strategy, visual identity and new packaging has driven an 11% increase in sales.

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A big conversation that shaped policy and reputation

THE CHANGE DANONE NUTRICIA WANTED TO SEE

Why don’t politicians tackle healthy eating earlier in people’s lives instead of waiting until they become larger schoolchildren?

Danone Nutricia wanted to change – and lead – the policy conversation around early life nutrition, so came to FleishmanHillard Fishburn.

WHAT WE DIDOur insight was that parents were overwhelmed with information about how to feed their children, and policymakers were overwhelmed by recommendations for reform. Consequently, no one knew where to start.

So we took a step back to identify real-life barriers to early nutrition and have Danone Nutricia lead a ‘Big Conversation’ to solve common problems.

THE RESULTBringing together parents, practitioners, policymakers and employees (and developing new social listening tools to monitor the ‘Big Conversation’ online) we provided Danone Nutricia with a new angle on an existing political debate.

The organisation is now well placed to lead on shaping the national policy framework on the issue.

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Truly concise and joined-up annual reporting

THE CHANGE BARCLAYS WANTED TO SEE

Given the scrutiny on the sector, Barclays’ corporate narrative and annual reporting is firmly in the spotlight. Recent reporting regulations have provided an opportunity to tell that corporate story in a more joined up, concise and accessible way.

FleishmanHillard Fishburn’s challenge was to condense its complex investor story down to a simple, understandable strategic report.

WHAT WE DIDPreviously the ‘front section’ of an annual report was considered to be the marketing orientated content, a repository for everything that was neither governance nor financial. The introduction of the Strategic Report to replace the ‘front section’ has meant that a significant emphasis is now placed on delivering an accessible and joined up narrative.

THE RESULTA Strategic Report that’s unlike any other, and truly concise and accessible. With award wins from the IR Society Awards, Corporate and Financial Awards and the FutureValue Awards, peer recognition is already filtering through.

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Integrated activity that drives real social change

THE CHANGE PHILIPS WANTED TO SEE

Philips had a brand promise: to be ‘impactful and caring’. But it needed to make that more than a promise – it needed to be real and seen to drive real change in people’s lives (while not losing sight of the brand’s association with innovation).

WHAT WE DIDFleishmanHillard Fishburn on behalf of OneVoiceConnect worked with Philips to build an integrated campaign based on a challenge: could Philips improve quality of life for families in Uppsala, Sweden during the dark, dark days of February?

We launched a week-long experiment to literally ‘light up the dark’. We created a lighting installation in a playground to allow for extended outdoor playtime that Swedish children lack in their dark winters.

THE RESULTFive million impressions across all platforms and 295,000 video views. Most importantly: our activity caused a 37% increase in the time children in the village spent outdoors and a 15% decrease in time spent in front of screens during the experiment week. 100% of parents agreed their children’s well-being improved too.

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Changing behaviour, legislation and saving lives

THE CHANGE BE ALARMED! WANTED TO SEE

Carbon monoxide (CO) poisoning is a silent killer. Millions are at risk. The Carbon Monoxide – Be Alarmed! campaign’s ambition is to get alarms installed in every home – and save lives.

WHAT WE DIDOur PR-led campaign, integrating public affairs and social activity, had to grow understanding, drive alarm sales and drive Government action. We devised a strategy to make the risks real through compelling content delivered by credible supporters.

New research, powerful case studies and a celebrity doctor all drove extensive media coverage, social media conversation and influential blogger engagement. MP engagement activity encouraged representatives to campaign in their constituencies.

THE RESULTA surge in alarm sales and a change in the law meant carbon monoxide alarms will now be installed in all private rented properties.

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Transforming awareness for a household brand

THE CHANGE BT WANTED TO SEE

BT came to us to launch their exclusive partnership with hit US Channel – AMC – in the UK. Our research found that only 8% of consumers had heard of it in relation to the BT TV offering – a significant challenge for a brand looking to compete with Sky and Virgin.

WHAT WE DID70% of people admitted they would watch the AMC channel once they were told about its programming pedigree. Using ‘Fear the Walking Dead’ and its exclusive UK premiere we crafted a three-piece campaign. To create some standout activity we mirrored a zombie outbreak (much like the series). Progressing from ‘Infection’ to ‘Contamination’ and ending with an ‘Epidemic’, each step featured its own theatrical activity involving vloggers, media and the public.

THE RESULTWe helped make BT a true TV contender, adding the channel listing in national magazines as well as headlining BT alongside Virgin and Sky as TV platforms. Moreover, we scored more than 100 pieces of coverage with an OTS of 739 million +. Crucially, we delivered an uplift in awareness, with 24% of people recognising the AMC channel in relation to BT TV post-campaign.

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JIME jim.donaldson@fhflondon.co.uk | T 020 8618 2832

ALIE ali.gee@fhflondon.co.uk | T 020 8618 2833

FleishmanHillard FishburnBankside 2, 100 Southwark Street, London SE1 0SW

fhflondon.co.uk @fhflondon @fhflondonFleishmanhillard Fishburn

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