powerpoint presentation · integrated media model (peso) offices 85 of our top 50 clients have been...

Credentials for MSD Pharmaceuticals

July 2016

FleishmanHillard | Healthcare

FleishmanHillard is the world’s most complete global communications firm, specialising in public relations, public affairs, marketing, paid media, and transmedia and social content. FleishmanHillard is part of Diversified Agency Services, a division of Omnicom Group Inc.

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A leading strategic communications agency

Our agency

INTEGRATED MEDIA MODEL (PESO)

offices 85

of our top 50 clients have been

with us for 10+ years

70%

of our clients are served by

more than one office

90%

12 distinguished

thought leaders

Industry accolades

INDUSTRY SECTORS

Consumer Products & Services

Energy & Utilities

Financial & Professional Services

employees 2500

Food, Beverage & Agriculture

Healthcare

Manufacturing & Industrials

Public Sector

Technology

countries 30

languages 20

time zones 11

PRACTICE GROUPS

Brand Marketing

Digital

Media Relations

Public Affairs

Reputation Management

Research & Analytics

Social

Strategic Integration

OFFICES AND AFFILIATES

375

P E S O

INTERNATIONAL

ADVISORY BOARD

Top 10 List of Standout Agencies

Ad Age, 2013

Gold PR Lion 2015 Cannes Festival of

Creativity

Asia-Pacific Network of the Year

PR Week Asia 2014

Large Agency of the Year

PRWeek 2014

Global Agency of the Year

PRWeek 2014

PAID EARNED SHARED OWNED

fleishmanhillard.com | facebook.com/FleishmanHillard | twitter.com/fleishman

International Agency of the Year

PRWeek 2014

Large Agency of the Year

PRWeek 2014

Asia-Pacific PR Campaign of the Year

PR Week Asia 2015


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18 offices in Asia Pacific Regional HQ in Hong Kong

Practice Groups Brand Marketing

Digital Media Relations

Public Affairs Reputation Management

Research & Analytics Social

Strategic Integration

Industry Sectors Consumer Products & Services Energy & Utilities Financial & Professional Services Food, Beverage & Agribusiness Healthcare Manufacturing & Industrials Public Sector Technology

Our agency in Asia Pacific

Kuala Lumpur

Tokyo

Beijing

Shanghai

Seoul

Guangzhou

Singapore

Sydney

New Delhi

Jakarta

Bangalore

Mumbai

Bangkok

Hong Kong

Manila

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A global network of health communicators with expertise in all areas of prevention, treatment and wellbeing, as well as public affairs. From high science to consumer-health and from global strategy to national delivery, our team creates bespoke programmes for clients all across the world.


Health communications is our passion

Dedicated Healthcare Professionals in

35 Offices Worldwide

300

ITERNATIONAL

Including PHDs, trained healthcare professionals and biologists, who serve as the technical backbone of our Global Healthcare Practice

We have experts who know the science

We know reputation is now more important than brand

We help clients deliver authentic engagement with stakeholders to build sustained success and avoid the authenticity gap

WE WORK ACROSS THE CARE SPECTRUM

DIGITAL, SOCIAL & e-HEALTH EDUCATION AND

PREVENTION ACUTE DISEASE MANAGEMENT

CHRONIC DISEASE PROGRESSION

END OF LIFE CARE

AND IN ALL AREAS OF HEALTH

MEDICINES DEVICES & DIAGNOSTICS

DISEASE AWARENESS

HEALTH INSURANCE

CONSUMER HEALTH

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MEDICAL EDUCATION PUBLIC AFFAIRS PUBLIC RELATIONS

• RX and Consumer Health

• Data and regulatory milestones

• Brand communications

• Corporate communications

• Reputation management

• Media relations and events

• Media and message training

• In-country toolkits

• Patient ambassadors

• Awareness campaigns

• Internal communications

• Change management

• Abstract and posters

• Scientific symposia

• Peer review manuscripts

• KOL profiling

• Advisory boards

• Clinical trial recruitment

• CME

• HCP mapping and relations

• Competitor intelligence

• Preceptorships

• Medical writing

• Launch meetings

• Access and reimbursement

• Building political networks

• Regional and national policy navigation

• Political influencer engagement

• Policy campaigns

• Political endorsers

• Consultation responses

• Perception audits

• Messaging

• Political intelligence

• Issues and event management

DIGITAL

• Digital media relations

• Social networking

• Word-of-mouth marketing

• Content optimization

• Metrics

• Web analytics

• Social media releases

• Digital news hubs

We cover all aspects of health communication

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Business objectives

Operational structure

Vulnerabilities

Opportunities

Audience assessment

Channels and Tools

Deliverables and timeline

Social analysis

Review crisis plans at each site

Crisis Management team

Potential scenarios and draft responses

Stakeholder matrix

Communications resources and templates

Recommended process

Content / Messages

Evaluation of social media tools

Set up or modify recommendations

24/7 monitoring

Reporters

Industry analysts

Advocates

Online influencers And bloggers

Mobilize advocates

Plan activation

24/7 monitoring and response

Playbook updates

Recovery communications

Exploration

ASSESS

Implementation

HOLD CRISIS STRATEGYSESSION

DEVELOP PLAYBOOK

3RD PARTY EDUCATION

HOLD COMMUNICATIONS

TRAINING

CONDUCT SIMULATION(S) / CRISIS DRILL(S)

CRISIS MOVING BEYOND

Plan Development

RESOLVE CONTROL 8


We are also ready to support you with crisis and issues

OUR CRISIS MANAGEMENT APPROACH

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Deep expertise across diverse disciplines to manage and enhance client brands and

reputation in this challenging and ever-globalizing market.

Market research driven insights and creativity to

develop magnetic ideas and create positive momentum for

Rx, OTC and health brands.

Storytelling, precision targeting, spokespeople

preparedness – by those with deep expertise in all aspects of

healthcare journalism.

In-depth analysis of healthcare policy and political issues.

Reputation-building among government/policy audiences. Advocates on behalf of patient

and public health needs.

We understand how to leverage ever-evolving

technologies, platforms and channels to help you

measurably improve business outcomes and drive growth.

Strategic counsel and guidance to clients’ on day to day issues,

worst-case scenario preparedness, or an actual response to an actual crisis.

Facts are crucial to authentic communications. Data and

analysis help unlock insights and generate transformative

ideas to shape success.

Integrated strategy and execution support to connect company/brand values with

that of their audience, creating real stakeholder engagement

and market growth.

Our expertise and services in healthcare

Clients that trust us to help them make a difference to global health


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CONTEXT

• Since 2012, CEVHAP has engaged FleishmanHillard to conceptualize and deliver compelling healthcare campaigns across Asia Pacific media to advocate for the development of national hepatitis policy.

OUR WORK

• FleishmanHillard has led regional media relations for CEVHAP around major congresses, awareness events and partnership initiatives. Reviewing and simplifying latest data and research, FleishmanHillard helps formulate key messages and keep CEVHAP’s repository of references up to date. Our targeted pitching across APAC has reinforced the importance of pushing viral hepatitis up the regional healthcare agenda. FH also counsels CEVHAP on social media and social advertising strategies, with the aim of amplifying CEVHAP’s messages online. FleishmanHillard produces content ranging from posts on third-party references to original info-graphics and videos for distribution across four social media platforms, Twitter, Facebook, Weibo and LinkedIn.

• On-going advocacy has given CEVHAP members the credentials to join the World Health Organization’s Strategic Technical Advisory Committee, making policy recommendations to national governments in Asia Pacific from a global platform.

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Case study: APAC


CONTEXT

• FleishmanHillard was recruited by the World Hepatitis Alliance in 2013 to gain support from Ministries of Health in Singapore, Indonesia, Malaysia, Thailand and Taiwan for World Hepatitis Day and to communicate the urgency of national strategies to combat viral hepatitis.

OUR WORK

• Partnering with local experts, FleishmanHillard set up and facilitated meetings between the President of World Hepatitis Alliance with Health Ministers in Taiwan and Indonesia; WHO country reps in Indonesia and Thailand and Directorate-General level officials of the communicable disease division and Health Promotion Board leads in all countries.

• Following the meetings, FleishmanHillard secured support from the Ministries for World Hepatitis Day across all countries. We also succeeded in persuading a number of the countries to begin the process of formulating national strategies for the first time using the WHO Framework for Action.

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Case study: APAC


CONTEXT

• In an effort to improve its supplier compliance and take proactive action to redirect the entire manufacturing industry towards non-hazardous production, a leading multinational apparel brand sought FleishmanHillard’s guidance in assessing the landscape and facilitating partnerships and collaboration with multiple stakeholders.

OUR WORK

• FleishmanHillard analyzed political and regulatory trends in China, Japan, Korea, Taiwan, India, Indonesia, Thailand and Vietnam with respect to chemical management, occupational safety and environmental protection. Over 50 regulations and standards were reviewed in this process. FleishmanHillard then assessed risks and mapped out the key stakeholders who could help address prioritized issues.

• Using this analysis, FleishmanHillard developed a stakeholder engagement strategy that allows the brand to monitor regulatory development and to influence national legislation for chemical safety management in various markets in the region.

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Due to client confidentiality, we are not able to disclose the client’s name.

Case study: APAC


CONTEXT

• A biopharmaceutical company based in the US west coast known for its innovation in the specialist niche of ultra-rare diseases was expecting resistance at best, or a backlash at worst, from reimbursement authorities in countries across APAC, in relation to the very high price of its new, life-saving drug that was about to launch.

OUR WORK

• FleishmanHillard provided a full-day communications training session for the Regional Medical Director, Country Managers and Market Access Leads from eight (8) markets including Japan, Taiwan, China, Australia and Malaysia.

• Content was tailored to fit the scenario the company was facing, with the full range of stakeholders in mind (patients, carers, physicians, payers, media). We also took into account the company’s product and the disease it treats, in developing the workshop materials in order that they are relevant to the participants.

• Role-plays were designed to reflect the challenging, and potentially antagonistic exchanges that the company was anticipating.

• Feedback from the APAC Executive Director and participants were highly positive.

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Case study: APAC


CONTEXT

• A garment manufacturer with operations in Shenzhen turned to FleishmanHillard for crisis management when its workers went on strike in the summer of 2015. The manufacturer, which served a number of global brands, was moving operations from one site to another that was only 5km away. A group of workers demanded severance and payment of retirement and housing benefits for this relocation, but according to local laws, the manufacturer had no obligation to do so. The workers strike not only blocked the entrances to the factory so machinery could not be moved, but they also contacted labour concern groups in Hong Kong for assistance. Through their contacts in Hong Kong, they relayed their story to international media.

OUR WORK

• FleishmanHillard provided strategic counsel to senior executives of the manufacturer throughout the crisis, advising on messaging, communication with customers, and negotiation with NGOs and workers. We handled media enquiries on behalf of the company and responded to factually incorrect reporting where appropriate.

• The crisis was resolved as workers finally backed down and the manufacturer’s reputation emerged intact as the media began to report the incident in a more balanced manner.

• As a result of effective customer communication, one global brand customer also affirmed in public that the company was in compliance with local laws and regulations, and that their partnership would continue.

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Case study: Hong Kong


CONTEXT

• Korea has a 21.6% smoking rate, one of the highest among OECD countries.

• In order to reduce the rate, the Government set out the National Health Promotion Plan (HP2020) to reduce adult men’s smoking rate to 29.0%.

• Objectives included reducing tobacco use by delaying new smokers’ entry or prevent them from smoking, and encouraging teens to quit smoking of their own volition through direct engagement, not by using oppressive measures.

OUR WORK

• Raise awareness through accessible mobile content (98% of Korean teenagers own smartphones); promote adolescent friendly campaign through suitable social platforms; develop and distribute accessible ‘SnackCulture’ contents such as web-toon, web drama to reflect the habit of quick content consumption.

• Online-to-offline participation Induced campaign promoting a social relay that enabled participants to tag their next challenge recipients through mentioning them in their posts; inducing teen participation by running a free delivery event of anti-smoking wristbands that can be registered at campaign page; establish anti-smoking campaign brand by developing and imprinting a simple logo on all content to suggest smoking cessation, such as tying up index and middle fingers used when smokers hold cigarettes.

• According to ‘2015 teenagers Health Online Report’ released by Ministry of Health & Welfare, smoking rate of teens was 7.8%, which is the lowest value since its first research conducted in 2005.

– For boys, smoking rate decreased by 2.1% from 14.0% last year to 11.9%, and for girls, it decreased by 0.8% from 4.0% to 3.2%.

• 284 thousand+ people participated in FingerBand campaign and 200 thousand+ wristbands were distributed.

Case study: Korea


CONTEXT

• As the reporting rate for domestic violence (DV) continues to remain low for the past decade, FleishmanHillard was recruited by MOGEF on a new initiative to increase awareness, shift social perception of DV from a private, family matter to

crime and enforce aggressive police intervention to home violence issues.

OUR WORK

• FleishmanHillard launched an action-oriented "Look Again" campaign with multiple initiatives via different media channels. The 8th of every month was labeled as "Look Again Day", a day when different organizations raise the issue via websites, newsletters and postal mails. FleishmanHillard liaison with police, DV prevention organizations and celebrities to participate in the social media hashtagging initiative. An expansive Clothesline Project was also launched to maximize media attention.

• The launch of the campaign successfully triggered 80 local organizations to present its own initiatives on the 8th of each month and reporting rate for DV increased by 22.5%. The percentage of police officers viewing DV as a "family matter" dropped 36.7%. The National Police Agency launched a victim protection unit and police officers dedicated to DV increased on a regional level. The widespread campaign including the Clothesline Project earned 234 media coverage, a video press release was viewed 130,389 times and 8,500 people

joined the hashtagging campaign.

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Case study: Korea


CONTEXT

• There is usually much skepticism around the need in preparing against epidemics ─ evidence that is available is often challenged as insufficiently robust.

• The Korean Society for Zoonoses approached FleishmanHillard to raise awareness.

OUR WORK

• Working with the Korean Society for Zoonoses, FleishmanHillard alerted the Korean government on the need to prepare for the probable onset of an influenza epidemic, through the accumulation of the relevant vaccine and medicines.

• A media campaign was launched, where publicity was generated through a KOL symposium and roundtable, with interviews and a comprehensive press kit.

• The campaign successfully raised awareness, and credibility, of the likelihood of an influenza epidemic to the government, who sped up their activation of public health measures.

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Case study: Korea


CONTEXT

• Continuing from the “Innovation That Matters to You” campaign with the winning idea “Healthy Heart, Healthy Life”, Philips had a plan to donate CX50 compact ultrasound systems to a foundation in an attempt to reduce the risk of heart disease, a leading cause of death in children.

– The chosen foundation was the Cardiac Children Foundation of Thailand, which aims to increase the ability to provide children in remote areas with the opportunity to get diagnosed and treated, timely and comprehensively.

OUR WORK

• Integrated approach leveraging traditional and social media:

– Brought journalist from eight publications to the donation ceremony in Uthaithani, Thailand.

– Together with rising awareness in the local community, local media were invited to interview the Philips management team on their solutions.

– Infographics in combination with online activities underlined Philips’s commitment to develop meaningful innovations that help enhance the health and well-being of communities across Thailand.

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Case study: Thailand


CONTEXT

• The disabled in Thailand lack opportunity in the Thai society, preventing them from earning the acceptance and recognition for their capability.

• Bangkok Dusit Medical Services (BDMS)’s Vej Dusit Foundation realized that not only the disabled need to realize and uplift their own potential, society also needs give them the chance and understanding they deserve.

OUR WORK

• An integrated campaign to create awareness and a support system were kicked off, with a viral short movie ‘Unlimited Dreams’ as the key element. Using a one view per one baht technique, the movie aims to encourage the Thai community to be aware that when you look pass a ‘person’ from his ‘disability’, you will see that (s)he too has dreams.

• Donations and other activities were also laid out for BDMS to showcase their medical and healthcare expertise, as well as showing that it is a medical institution that combines medical science and human compassion.

• Reached nearly 2 million views, and counting, while earned coverages has reached over USD1million.

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Case study: Thailand


CONTEXT

• Novo Nordisk engaged One for All to promote its CSR campaign – “Have you been 7?”, which promotes the effect of exercise to control blood glucose.

OUR WORK

• One for All reviewed and simplified data and research about diabetes and the effect of exercise to formulate key messages for this CSR campaign.

• One for All helped develop different approaches to connect sports and diabetes, including inviting Novo Nordisk’s cycling team, whose members are diabetics, to join Tour de Taiwan.

• One for All also organised a health education music album and videos plan, as well as an overarching communications plan including mass media and social media (Facebook; YouTube) to reach our target audience.

• The campaign allowed Novo Nordisk to engage NGOs, authorities and patients, and helped promote Novo Nordisk’s brand image in the field of diabetes.

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Case study: Taiwan


Simple Single point of contact.

Aligned Mirroring your communications structure.

Executional Just getting it done.

Strategic Combined best minds.

Scalable Access talent regionally.

Flexible Ease of adaptability to scope needs.

Efficient Fewer heads. Better quality. Faster execution.

OUR GUIDING PRINCIPLES OF INTEGRATION GLOBAL/REGIONAL

STRATEGY

Client Relationship Manager

Central strategy

Core programs

Regional liaison and integration

Materials

Measurement

CROSS-BORDER CAMPAIGNS

Regionalizing

International events / activities

International media relations

Case studies and customer stories

Analyst relations

Knowledge management (Idea-sharing / networking/

case studies)

Training

Conferences / Planning sessions

Use of intra- and extranet

BEST PRACTICE EXCHANGE

Country / industry specific strategies and programs

Local relevance

Taps central resources

Underlines global brand

LOCAL EXECUTION

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Our collaboration approach


Stephan Thalen Account Manager

HONG KONG SAR

Stephan joined FleishmanHillard Hong Kong in 2015, after more than four years at FleishmanHillard Brussels. He is a public affairs specialist who provides strategic advice and communications expertise to clients within the Corporate Affairs practice. Stephan has provided award winning counsel to clients in the public sector, including government bodies and not-for-profit organisations, as well as corporate sector. With over five years of experience, Stephan has successfully coordinated multinational projects and led teams across various markets, including the United States, Europe and the Middle East, where he advised a government health ministry on their communications strategy and structure.

Joanne Wong Executive Vice President & Senior Partner

Managing Director, Client Service

APAC Healthcare Practice Lead

HONG KONG SAR

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KEY CONTACTS

Laura Tyson Senior Vice President

Corporate Affairs & Healthcare Lead

HONG KONG SAR

As head of client service for FleishmanHillard Asia Pacific, Joanne is responsible for driving the region’s major new business, overseeing key regional accounts, as well as supporting the operation and management of the firm’s fast-growing Asia Pacific network. Joanne spends half of her time traveling around the region to design and implement strategic and integrated communications campaigns for a diverse range of international and Asia-originated clients including Mattel, Deutsche Bank, Newell Rubbermaid, The Financial Times, Nike, ExxonMobil, Novelis, Samsung, Japan Airlines and SK Corp. She contributes her wide spectrum of expertise and experience in reputation management, corporate responsibility and supply chain issue management, financial and investor relations, public affairs and government relations, brand marketing, internal communications, C-suite media relations, content development, and media training to deliver ground-breaking, impactful and effective programs.

Laura joined FleishmanHillard Hong Kong in 2014, and provides corporate and public affairs counsel to a range of clients across Asia and beyond. The bulk of her clients are multinational companies looking to manage their communications and stakeholder engagement as they expand into new markets in Asia. Laura has particular knowledge of supply chain issues management. Boasting a truly international career Laura has handled communications on the ground in over sixteen countries across three continents and offers unique insights having worked both for corporations, Government and an international NGO.

Your FleishmanHillard team: Hong Kong

Sue Jang Senior Account Manager

SEOUL, KOREA

Yvonne Park Managing Director, Senior Vice President & Senior Partner

SEOUL, KOREA

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KEY CONTACTS

Brian Kim Senior Vice President

SEOUL, KOREA

Yvonne joined FleishmanHillard in 2002, and has built a strong reputation in crisis management, strategic communications consulting and public affairs. Her commitment to quality service and performance impact has brought success to a number of high-profile clients, including Ministry of Gender Equality and Family, Hyundai Motors, Schindler Holding AG, SK Telecom, Nuclear Security Summit, Seoul G20 Business Summit, Ministry of Knowledge and Economy, The Wharton School, Mars, Kimberly-Clark, Berna Biotech, GSK, Financial Times, Deutsche Bank, Hanwha, SK Innovation, Samsung Electronics and more. Some of Yvonne’s notable projects include communications strategy advice to well-known multinational companies in litigation support in which services included communications strategy planning, ongoing advice to executives in conflicts of management, governance and stakeholder relations.

Brian is a communications professional with decades of experience.

He specializes in providing strategic counsel, marketing communications and issues management.

His clientele include: Royal Canin Korea, KGC, Burberry, Mars, Schindler Holding AG, Samsung Mobile, SK Incheon Pertochem, Taco Bell, Visteon, a food company and a Pet-Chem company. Prior to joining Fleishman, Brian was a member of the media industry and worked at at Yonhap News.

Sue has been working for clients in many fields including Hyundai Motor Company, MARS Korea, Glu Mobile, HMP, City of Dreams Resort Macau, Kellogg Korea, GlaxoSmithKline, LINA Korea, a CIGNA Company, Bourgogne Wines, Green Growth Korea and KOICA, by helping them grow their brand reputation and brand preference. She is currently developing Hyundai Motor Company’s global brand communications strategy, and she was previously the day‐to-day lead for Glu Mobile PR service. She also has experience in Healthcare client services, such as marketing PR for GSK’s Synflorix (a pneumococcal conjugate vaccine), Crisis & Reputation management for Cervarix, and media training for Novartis. Burberry, Chase Bank, Diageo, Caesars Entertainment, the Almond Board of California and the Korean Ministry of Health and Welfare.

Your FleishmanHillard team: South Korea

Thorsaeng Chuangchote Senior Account Executive

BANGKOK, THAILAND

Thorsaeng has worked in various fields with strongest expertise in marketing communications, handling in her previous roles Procter & Gamble’s PR, digital, and MBCI regional projects for Olay, Gillette, Pantene, Head and Shoulders, and Rejoice.

He former clients include PTT, PPT Global Chemical, Ministry of Culture, Department of Environmental Quality Promotion, Department of Tourism and Sports, and Thailand Institute of Directors.

She also has experience in non-governmental organization-related work during her employment with International Student Volunteers.

Sophis Kasemsahasin General Manager, Senior Vice President & Partner

BANGKOK, THAILAND

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KEY CONTACTS

Tonghathai Suddee Vice President

BANGKOK, THAILAND

Sophis has more than 20 years of experience with a proven track record in PR and marketing communications for multinational, Thai blue-chip and government organizations. She is a passionate leader who set up the FleishmanHillard Bangkok office in 2013. During her career, she has provided strategic counsel and overseen campaign implementation for a variety of clients. Her expertise ranges from financial and corporate communications to CSR and consumer marketing. Her clients have included well-known companies and government organizations such as Siam Cement, PTT, PTT Chemicals, Esso (Thailand), Thai Airways, Bangkok Hospital Group, Bangkok Transit Systems (BTS), the Ministry of Energy, the Ministry of Foreign Affairs, the Office of Prime Minister and the Thailand Board of Investment, as well as consumer brand such as Philips, HP, Wrigley (DoubleMint), King Power, P&G (Olay), Nestle for S-26, and Johnson & Johnson (Vision Care), to name a few.

Tonghathai joined FleishmanHillard in 2015. With communications experience over ten years, she brings journalism and international trade communications experience to the table. Tonghathai specializes in strategic planning and content development. She has handled diverse accounts over the years across many industries, including fashion, consumer marketing, logistics, government affairs, automotive, finance and banking, hospitality, retail, healthcare, and IT. Current and former clients include Nikon, MasterCard, Abbott Nutrition (Similac), AB Food & Beverages (Ovaltine Soy Milk), InterContinental Hotels Group, Rolls-Royce, Deutsche Bank, and ExxonMobil..

Your FleishmanHillard team: Thailand

Marcus Wang Account Manager, One for All

TAIPEI, TAIWAN

Falco Yu CEO, One for All

TAIPEI, TAIWAN

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KEY CONTACTS

Belinda Hsu Account Director, One for All

TAIPEI, TAIWAN

Falco has over 18 years experiences in PR. Before entering into the industry, he was a congressional assistant to a legislator.

Falco specializes in strategic planning and public issues; past clients include HP, Sun Microsystems, Microsoft, Philips Consumer Electronics, Samsung Mobile Phone, Wei-Chuan, Uni-President, GSK, Abbott, Pfizer, Novartis and Sanofi. Falco has also been involved in many public affairs projects as well as crisis and issue management.

Belinda has over 6 years PR experience. She previously worked at the Democratic Progressive Party, and as a research assistant in the Environmental Quality Protection Foundation. Belinda specializes in corporate communication, crisis and issue management, and CSR strategy planning.

Her client experience includes Canon, Google, 3M, eBay, Rakuten, Alibaba, Kimberly Clark, EMERSON, SKF, FedEx, Formosa Plastics Corporation, Abbott, FamilyMart, Ardentec.

Marcus has over 5 years PR experience. Before joining OneForAll, Marcus worked for the supply chain department of 7-ELEVEN Chain Store Corporation.

He specializes in corporate communication and issue management. His client experience includes: HP, Canon, Google, NIKE, 3M, eBay, Alibaba, Formosa Plastics Corporation, Renesas, Kimberly Clark, SKF, FamilyMart.

Your One for All (affiliate) team: Taiwan

FleishmanHillard’s brand promise is to help our clients be as they wish to be seen. This pledge is backed by a commitment to use communications methodologies to deliver meaningful, positive and quantifiable impact, and to bring the most sophisticated, proven measurement techniques and tools forward to test the power of our efforts to affect industry change. We work in partnership with you to link your business objectives with tangible, measurable results as part of a true, integrated communications program. To that end, we measure and evaluate communications programs – online and offline – at multiple levels, with the goal of understanding and quantifying what happened as a result of our programs, and linking those results to desired business outcomes and value creation.

EXPOSURE How much exposure (stories, social media posts, etc.) has been generated in appropriate top-tier media?

INFLUENCE Have we influenced perceptions and attitudes of the target? Do levels of invitation, leadership visibility, influencer endorsement and partner collaboration meet program goals.

ACTION Did our audience take a desired action (reference the company’s leadership on issues, change stance on policy, advocate or act on the company’s agenda) as a result of program activity?

BRAND REPUTATION AND VALUE BUSINESS ROI

PROGRAM – SPECIFIC SOCIAL ENGAGEMENT Who and how are our audiences interacting with our content (likes, shares, etc.) in relation to specific shared-value topics within our program?

INFLUENCER ENGAGEMENT Has our program created opportunities to connect with pre-identified global influencers. Has that connection created engagement?

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Our measurement approach


Count What

Counts

Exposure Engagement Influence Activation Advocacy

To what degree have we created exposure with our target audience?

Who is engaging and interacting with our content and to what extent?

Have we influenced perceptions and attitudes of our target audience?

What actions has our target audience taken (or will likely take) as a result of this exposure?

To what extent is our target audience willing and capable to serve as active brand ambassadors as a result of exposure to the company’s communications and public relations efforts?

Standard Metrics

Measure by positive and neutral coverage volume with target media over time, message pull-through and share of coverage compared to competitors

Measured by social community and brand health, content consumption and interaction with key influencers

Measured by changes in awareness, opinions, and level of knowledge about the brand over time, obtained through custom surveys or a continuous public opinion survey brand measurement tool

Measured by self-reported actions or behaviors, such as purchase, enrollment, registration, etc.

Measured by behavior such as willingness to recommend to others and information posted about the company by consumers on social media channels

A Shift from Counting Clips to Delivering Real Brand Value The Count What Counts model illustrates how FleishmanHillard captures the impact of communications programs, both intangible impact/value such as increasing brand awareness or consideration, as well as tangible financial impact (ROI) resulting from incremental revenue generation, cost savings or cost avoidance. As always in measurement, it is crucial to identify and agree on a program’s KPIs before launching a program, and using them to guide the program’s implementation.

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Real value

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Overall Trends Web Analytics Efficiency of Paid Content

Audience Feedback Traditional Media Tracking Campaign Metrics

• Visitors • Average Duration of Visit • Page Views • Bounce Rate • Audience Visiting

• CPC/CPE/CPM • Insights on Optimization • Target Audience Activated • Earned Lift Generated

• Custom metrics based on specific campaign objectives

• Affect of paid promotion on campaigns

• Campaign reach and activation • Influencer tracking

• Audience Sentiment • Audience Conversation Topics • Engagement for Different

Audiences

• Volume (Total and Top Tier) • Sentiment • Message Pull Through

Overall Audience Reached

Specific Channel Measurement

Message/Campaign Volume Distribution

Measurement scorecard

For more information: Joanne Wong Executive Vice President & Senior Partner Managing Director, Client Service [email protected] Tel: +852 2586 7866 Mob: +852 9427 1249

powerpoint presentation · integrated media model (peso) offices 85 of our top 50 clients have been...

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