H&k Apac

asia pacific

CONTENTS Marketing Communications

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Digital Communications

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Technology Communications

10

Public Affairs

14

Healthcare & Pharmaceuticals

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Crisis & Issues Management & Training

22

Corporate Communications

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Financial Communications

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Speciality Offerings

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Inside Hill & Knowlton

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Office Locations

Inside Back Cover

impact asia

Hill & Knowlton’s vision for the 21st

century is to maintain our industry-leading position and, above all, to help our clients meet the new challenges of an increasingly complex global business environment. Brands, companies, governments and organisations face a new tougher set of challenges and the need for powerful, compelling communications has never been greater. Our talented professionals have the deep local knowledge, global experience, and trusted contacts essential to deliver communications programmes with impact across Asia Pacific, and from Asia Pacific to the rest of the world.

pacific

Come and talk to us and share your business challenges and aspirations. We are keen to listen and explore ways Hill & Knowlton can further your goals.

Vivian L. Lines President & Chief Operating Officer, Asia Pacific [email protected]

James B. Heimowitz President & Chief Executive Officer, North Asia [email protected]

Michelle Hutton Chief Executive, Australasia [email protected]

Jimmy Tay Chief Executive, Southeast Asia [email protected]

Marketing

COMMUNICATIONS ‘Innovative,’ ‘Savvy,’ and ‘Impactorientated,’ all come to mind when describing how Hill & Knowlton’s Marketing Communications practice has consistently met and exceeded our clients’ expectations. Michelle Hutton Regional Director, Marketing Communications, Asia Pacific [email protected]

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Brand Building From naming a product to positioning it, effectively displaying it and sharing it with target audiences

Social Marketing Using culture to market multi-faceted campaigns to distinct communities of people who may be customers and/or employees

Passport Marketing Promoting awareness and tourism for cities, countries and tourism to higher education institutions, to meet financial and cultural objectives

Experiential Marketing Enabling a diverse group of stakeholders to experience – touch, feel and see – the various aspects of a brand, product or company

Advocacy Marketing Use of key opinion leaders and third party endorsement to drive awareness of a topic, stimulate debate and enhance relevance

Promotion and Events Working with key opinion leaders, gaining their input and approval on communication strategies and activities, and leveraging their influence to create lasting impact 3

Trends Hill & Knowlton worked with eBay’s communications team to design a tailored campaign positioning eBay as a thought leader in the shopping and consumer lifestyle arenas. Realising trend stories result in lengthy feature stories in the Sunday papers, Hill & Knowlton connected eBay’s shopping experience with the empowerment of the Smart Shopping consumer trend identified by social researcher Neer Korn. Through Korn’s thought leadership connecting the eBay experience with Smart Shopping, the campaign reached over 2.5 million Australians, with all coverage profiling eBay as the place for consumers to “beat the system.”

Appeal UTinHg YOket

A creative campaign helped Levi’s increase its influence among young mar Chinese consumers and online fashion editors for the launch of Levi’s Copper™ collection. Despite a crowded field of competitors, Hill & Knowlton’s nationwide “Cool & Stylish Hunt” contest attracted more than 1.3 million online visitors to the Levi’s game micro site. By the campaign’s end sales were up 58%, Levi’s was experiencing increased foot traffic in bricksand-mortar stores, and – most importantly – its image as a trend-setting icon with high fashion appeal spread among the 16-24 year old audience in China.

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CASE STUDIES

Cheer Christmas is a special season for Starbucks – it’s the one time of the year when the company’s trademark white cups turn red. As a symbol of this season of giving, Hill & Knowlton helped Starbucks make a gigantic Red Cup in downtown Bangkok, the centre of Starbucks’ book drive for poorer communities. For three consecutive years, the Red Cup has been synonymous with the Christmas spirit and with helping others. The initiative has been so successful that Starbucks has rolled out the campaign in other markets.

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Digital

COMMUNICATIONS New media is on the rise, offering new marketing opportunities and challenges. Hill & Knowlton helps companies identify the best channels to reach the desired target groups more effectively – at the exact time and place, and with messages tailored to specific audiences.

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Monitoring & Insight Identifying important conversations around a corporation, brand or issue, and delivering insights and online trends to support communication strategies and business objectives

Brand Strategy Building creative strategies that result in the development of rich assets that drive awareness, create conversation and energise online communities

Corporate Reputation Strategy Providing strategic recommendations to build reputation online, and recommending platforms for engagement to drive awareness of the message into the greater community

Issues & Crisis Management Identifying, tracking and analysing online coverage to successfully manage issues or crises online. Providing critical counsel in preparedness, and action to handle potential and real threats to brand and reputation

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Community In China, 30,000 people open online stores every day, with total internet entrepreneurs estimated at 30 million. Tasked with increasing awareness and preference for HP’s AiO printers among this niche consumer group, to ultimately drive purchasing decisions, we recommended HP use the medium of China’s largest B2C and C2C eCommerce website: Taobao.com. Over 800 internet merchants signed up for a special AiO printer activity in a short two-week period, and over 20 buyers proactively endorsed HP AiO printers. The activity generated over 850 forum posts and 24,110 replies.

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CASE STUDIES

CHAT In a period of great change, Australian Wool Innovation turned to Hill & Knowlton to support its relationship with employees and external stakeholders. Hill & Knowlton realised that Australian Wool Innovation leaders needed to speak in a direct and personal manner with all employees worldwide, and so recommended the company build an internal video cast available to be viewed by all staff. The video cast featured staff comments, all of which were answered by the CEO.

Buzz

The inaugural Singapore Garden Festival was taken online by Hill & Knowlton to bring it closer to the community and help it achieve a successful 200,000 visitor target.

An extensive Wikipedia entry was created and counsel provided on legal and stylistic issues. Specialist online discussion sites were targeted to reach out to gardening enthusiasts, and more than 200 blog posts and key social media were monitored for comment.

Survey results following the campaign reveal that staff now better understand the company’s future direction.

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Technology Asia Pacific leads the world in technology adoption and developments. Hill & Knowlton is one of the largest technology communications consultancies in the region, identifying trends as they emerge and delivering cutting edge counsel for clients. Wong Voal Voal Regional Director, Technology Practice, Asia Pacific [email protected] 10

Consumer Technology Driving consumer adoption of consumer electronics, mobile and fixed telecoms, internet and entertainment

Hardware and Software Understanding traditional and emerging technologies, new high growth markets and industry convergence

Telecommunications Bold, creative thinking which cuts through the telecommunications clutter to position companies as leaders to governments, corporate buyers and consumers

Services and Consulting Thought leadership campaigns in targeted forums that highlight the segment and domain expertise of our clients

Analyst Relations Building long-term rapport with customers, investors and partners by fostering twoway dialogue between clients and analysts

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Focus A tremendously successful strategy pairing a strong above-the-line programme with a PR campaign ensured that the EOS 400D captured a 70% market share during the important Christmas retail season. Hill & Knowlton’s support of the Canon EOS 400D D-SLR launch helped make it the most successful product launch to date for Canon in Australia, securing the highest share of voice in the D-SLR category. We were also able to position the EOS 400D as a benchmark product in the consumer imaging industry.

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CASE STUDIES

MOBILITY Transformation Hill & Knowlton has been a key driving force in communicating CA’s market transformation in the Asia Pacific and Japan region. By providing ongoing strategic counsel, executive communications and media relations, as well as crisis communications support, Hill & Knowlton has brought added value in a number of respects; for example linking the company with pressing business issues, such as providing increased security for social networking and the greening of IT.

Aware that a story on MSN’s fourth anniversary in Thailand would not by itself excite media, Hill & Knowlton showcased the company’s introduction of new and leading mobile technology in the country, the first market outside the US to see those technologies. Key messages came to life when media were given the opportunity to interact with and pose questions to a Microsoft executive. Ongoing communications have helped MSN secure the leading position among 70% of Thailand’s online audience of 13 million.

Our work has clearly built the company’s thought leadership in the technology segment, at a time when CA has established aggressive sales targets in the region on a path towards strong quarterly financial growth.

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Public Affairs With growing competition to influence public policy, our approach to public affairs in Asia Pacific is both sophisticated and creative; public affairs should not be a stand-alone option, but an integral part of an organisation’s business and corporate communications strategy. James B. Heimowitz Regional Director, Public Affairs, Asia Pacific [email protected] 14

Building Corporate Reputation Helping companies play a role in the policy debate as part of a corporate social responsibility commitment or to complement existing marketing plans

Government Relations – China As the first Public Relations agency to enter China in 1984, Hill & Knowlton is deeply rooted in the community and with government and non-governmental organisations

Planning and Analysis Anticipating policy trends to deliver competitive advantage and influence long-term political and regulatory developments

Making the Case Identifying the most compelling arguments, especially those which strike a chord in the public and private sectors

Influencing Perceptions and Policy Offering new approaches and creative solutions to help organisations and governments achieve their fair “share of voice,” and ultimately, realise positive regulatory outcomes

e-Public Affairs Web monitoring to track issues of concern, including intelligence on competitors, relevant newsgroup discussions and significant web-based campaigns

Government and Public Affairs Training Designing and executing tailor-made government and public affairs training seminars 15

One World

One Dream

China’s first-ever hosting of the Beijing 2008 Olympic and Paralympic Games has been labelled the nation’s “coming out party.” Hill & Knowlton was appointed by the Beijing Organizing Committee for the Games of the XXIX Olympiad (BOCOG) to help communicate the vision of the Beijing Olympic Games and provide world-class services to the media.

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CASE STUDIES

Using its long history of working with the Olympic Movement and entrenched understanding of China, Hill & Knowlton consults on overall communications planning and counselling leading up to the Games.  In partnership with BOCOG, Hill & Knowlton also implements news and editorial development, communications outreach to the international media, and media training. These services are a key factor in creating a unique legacy for China and its place in the world of sports.

Patent Hill & Knowlton directed logistics and lobbying efforts for Barokes during a court case challenging the legality of the company’s patent in Australia. Hill & Knowlton targeted key influencers, pointing out the failures of the patent system that allowed larger organisations to thwart the efforts of small, innovative companies. Barokes was delighted when less than a month after we put its plan into action, significant awareness of the issue was raised amongst government and industry key influencers, leading to a successful hearing for the company.

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Healthcare & Pharmaceuticals Hill & Knowlton combines local healthcare communications expertise with an unmatched global network of healthcare specialists to provide clients with smart, creative solutions to business challenges. Sue Cook Regional Director, Healthcare & Pharmaceuticals, Asia Pacific [email protected] 18

Ethical and Consumer Product Marketing Communication strategies for market preparation of new products as well as launch and post-launch communications to maintain product impact

Key Opinion Leader Relationships Working with key opinion leaders to gain their input on communication strategies and activities

Professional and Patient Education Developing programmes and materials for health professionals and consumers on health issues and products

Patient Advocacy Working with patient advocacy groups to identify education needs and develop appropriate activities

Health Promotion and Disease Awareness Public health awareness campaigns on behalf of medical/ patient advocacy groups and companies to support specific marketing objectives

Clinical Trial Recruitment Communications support to help reduce recruitment time and expedite the completion of health trials

Pharmaceutical Marketing & Sales Team Message Training Pioneering, unique training programme to assist sales representatives and product managers in developing a clear, focused, and overriding message for each product 19

BREATHE GlaxoSmithKline (GSK) Singapore desired increased awareness of combined asthma treatment regimens in alleviating asthma symptoms, and promotion of its Seretide product as an ideal component of such regimens.

Hill & Knowlton provided media consultation services building strong relations between GSK and opinion leaders, doctors and nurses, culminating in the company’s sponsorship of World Asthma Day. Within six months, GSK’s market share increased 18%, helped by numerous media mentions strengthening the connection between Seretide and comprehensive asthma control.

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CASE STUDIES

Star

Johnson & Johnson had ambitions for Acuvue to become the leading contact lens brand among teenagers in South Korea, where many teens wear contact lens for beauty or aesthetic reasons. Hill & Knowlton targeted this consumer group where they spend most of their free time – online or outside socialising with friends – to learn more about their media habits, what products command the highest “cool factor,” and how information flows through their social networks.

Cooperation Hill & Knowlton’s multi-year communications campaign for Merck Sharp & Dohme (MSD) in Thailand helped hone brand messages for a diverse range of products, push forward an educational corporate responsibility initiative, and manage as well as anticipate media response to increased regulation of an MSD product. A key component of the campaign was Hill & Knowlton’s close cooperation with individual product managers, which ensured messages were consistent and influential while also allowing for specific product positioning.

The insights gained led to the creation of a promotional “Eye Star” contest utilising high-impact teenage media channels. Following the contest, Acuvue’s “cool factor” skyrocketed, with contact lens sales significantly contributing to the bottom line.

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Crisis & Issues MANagement

& Training

Our Crisis & Issues Management & Training practice emphasises building trusted relationships with clients through effective communications training and crisis planning.  By helping our clients put structures in place to identify and manage threats to their reputation, all our practices are better positioned to ensure our clients’ campaigns will have greater Impact. Ray Rudowski Regional Director, Crisis & Issues Management & Training, Asia Pacific [email protected]

Crisis Communications Plan Development Identifying key issues and threats, and developing a structured approach to stakeholder outreach should those issues escalate into crises

Desk-Top Simulation Testing Crisis Communications teams preparedness and understanding of the Crisis Communications Plan to ensure a structured and disciplined approach to managing stakeholders when reputation comes under attack

Crisis Communications Training A highly interactive and tailored Crisis Communications Training programme gives senior executives and managers the tools and techniques to defend corporate reputation and help them focus on recovery

Crisis Response Working with you to activate your Crisis Communications Plan and provide strategic counsel to help reach out to stakeholders more effectively, should your reputation come under attack

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CORPORATE

COMMUNICATIONS Fusing global best practices with Asian insights, the Corporate Communications practice delivers distinctive communications services that guide clients through increasing uncertainty in this large and diverse region. Glenn Schloss Regional Director, Corporate Communications, Asia Pacific [email protected]

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Corporate Reputation Long and short-term strategic corporate positioning

Corporate Governance Ensuring corporations exceed high governance standards, and utilise them to enhance the strategic thinking and direction of management

Corporate Responsibility Advising on the growing demands and potential gains from the interaction between a corporation, society and the environment

Change & Internal Communications Winning employee support for business objectives through clear and consistent communications, delivering results faster and more effectively

Environmental Communications Working with companies under pressure because of environmental concerns, or those looking to implement “greener” practices

Foreign Direct Investment Solutions Developing winning strategies and increasing international market share for governments and authorities that engage traders, investors and tourists

Legal & Regulatory Communications Protecting the corporate and brand reputation of companies facing a lawsuit, government investigation or law enforcement action 25

LEGACY Facing intense competition in the luxury car segment, Mercedes-Benz asked Hill & Knowlton to communicate its brand equities and foster stronger relationships with the media and the industry across China, especially beyond the traditional focus on Shanghai, Beijing and Guangzhou. Hill & Knowlton made a concerted effort to take Mercedes brand communications to a new level, from the grand launch of the new C-Class in the China market to the announcement of its strategic partnership with the National Center for the Performing Arts. Furthermore, as part of its corporate social responsibility effort, Hill & Knowlton assisted Mercedes-Benz to launch the Green Legacy Program, a long-term partnership with UNESCO to support the conservation of world natural heritage sites in China.

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CASE STUDIES

Open

for Business Exporting is a topic regularly explored in the Australian public and media, yet discussion seldom recognises the role played by small and medium enterprises. Hill & Knowlton’s communications programme shared the groundbreaking research of client International Business Wales, to position it as the top authority for Australian small and medium enterprises “going global.” The programme secured ownership of the “beyond export” thought space, generated multiple high-value leads, and increased website traffic by 89%.

Leader In response to China’s increasingly serious drink-driving problem, Pernod Ricard launched a nationwide campaign partnering with government authorities. 1.5 million educational booklets were created and distributed in China. Momentum was sustained online with a prominent educational website, through partnership with local government authorities, public service advertisements, and the distribution of 3.5 million promotional materials. The campaign has effectively strengthened Pernod Ricard’s reputation as a responsible industry leader to an audience of 60 million.

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FINANCIAL

COMMUNICATIONS Whether it’s helping a company gain fair valuation for its share price, managing an issue, or communicating the strengths of a financial institution, clients count on our strategic counsel and long experience in regional financial markets. Denise Maguire Regional Director, Financial Communications, Asia Pacific [email protected]

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Investor Relations and Financial Public Relations Working with listed companies to enhance and protect their reputation in capital markets and meet increased demand for broader and more meaningful disclosure

IPOs Communicating a sound and compelling investment case to attract interest from both institutional and retail investors

Transactions, Mergers & Acquisitions Developing a strategic communications plan that addresses all stakeholders with an interest in the deal, as well as responding to rapidly changing transaction scenarios

Financial Services Firms and Institutions Establishing clear positioning for clients in banking and asset management

Chinese Company Listings Rikes Hill & Knowlton specialises in meeting the specific requirements of mainland Chinese companies listing in overseas markets

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e-COMMERCE Alibaba.com is the world’s leading B2B e-commerce company. Hill & Knowlton worked closely with the company to create a strong pre-IPO marketing programme designed to overcome previous investor concerns about Chinese internet companies. Shares of Alibaba.com rose more than 192% on the first day of trading in Hong Kong.

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CASE STUDIES

Disclosure Expectations Hill & Knowlton developed a comprehensive communications plan for the “first A then H” listing of the China Railway Group in Shanghai and Hong Kong, by mobilising our extensive network to influence expectations of the investment potential of the Group.

Hill & Knowlton has advised PetroChina on its investor relations since the company’s listing in 2000, providing strategic advice on its announcements of acquisitions, issue management, messaging and corporate marketing. The company is currently Asia’s most profitable listed company, and has been recognised several times as among the most admired companies for its disclosure and responsive investor communications.

The IPO was one of the largest listings in 2007, with its Hong Kong public offering oversubscribed 200 times. Shares of China Railway Group rose 27% on the first day of trading.

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Speciality Offerings

Sports Marketing

& Sponsorship

HSBC: Champions of Golf Worldwide Hill & Knowlton manages the media communications for HSBC’s major golf tournaments globally. Tsingtao  As the strategic Olympic marketing and PR counsel provider to Tsingtao beer, Hill & Knowlton provides full services to develop Tsingtao’s overall Olympic marketing.

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city bids

Expo 2012  Hill & Knowlton advised the Yeosu Korea Bidding Committee to secure the international Expo 2012: “The Living Ocean and Coast.” ASEAN-BIS, ASEAN Business and Investment Summit  Promotion of the annual summit as a premium trade and investment interactive forum between private and public sector leaders who desire to grow their businesses across ASEAN countries. International Associations of Athletics Federations  Hill & Knowlton helped Korea City Daegu win the vote to host the 2011 International Associations of Athletics Federations.

ARTS &

CULTURE Chivas Music Fund  Managed a three-year music education fund, established by Pernod Ricard China in partnership with the China Central Conservatory of Music, to support electronic music education and cultural exchange. The Saatchi Gallery  Promotion of London’s famous contemporary art gallery Chinese website, The Saatchi Gallery, in Beijing’s 798 art district.

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INSIDE Hill & Knowlton is a world-leading communications consultancy. We have been present in Asia Pacific for more than 50 years with a network of wholly-owned and affiliate offices. At Hill & Knowlton we recognise our talented, creative people are the secret to long-term success – they are responsible for creating tangible business impact for many of the world’s top brands. We are committed to achieving measurable brand and business results – and be judged by them.

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Our Values

Accountable to each other and to our clients for delivering the outcomes we have agreed.

Collaborative in our dealings with each other and with clients, partners and third parties.

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Bold in creativity and conviction, in the tasks we take on, the counsel we give, the way we represent our clients and the stretch goals we set.

Diverse in talent, personality, culture and viewpoint; we value this in individuals and in the world at large.

ASIA PACIFIC Hill & Knowlton (Australia) Level 12, 338 Pitt Street Sydney NSW 2000 Australia Tel. (61) 2 9268 0242 Fax. (61) 2 9268 0243 Hill & Knowlton (SEA) PTE Ltd (Singapore) 100 Beach Road, #25-11, Shaw Tower, Singapore 189702 Tel. (65) 6338 2881 Fax. (65) 6339 2738 Hill & Knowlton (SEA) SDN BHD (Malaysia) 7th floor, Wisma Genting Jalan Sultan Ismail 50250 Kuala Lumpur Malaysia Tel. (60) 3 2026 0899 Fax. (60) 3 2026 0699

Hill & Knowlton (Thailand) Unit 14C 14/F Q House Ploenjit Building 598 Ploenchit Road Lunpini, Pathumwan Bangkok 10330 Thailand Tel. (66) 2 627 3501 Fax. (66) 2 627 3510 Hill & Knowlton Asia Ltd (Hong Kong) 36/F, PCCW Tower, Taikoo Place 979 King’s Road, Quarry Bay, Hong Kong Tel. (852) 2894 6321 Fax. (852) 2576 3551 Rikes Hill & Knowlton (Hong Kong) Room 1312, Wing On Centre 111 Connaught Road Central, Hong Kong Tel. (852) 2520 2201 Fax. (852) 2520 2241 Hill & Knowlton (Guangzhou, China) Suite 101, 15F, West Tower Fortune Plaza, 118 Tiyudong Rd., Tianhe District Guangzhou 510620, P.R. China Tel. (86) 20 3886 0668 Fax. (86) 20 3886 0638

Hill & Knowlton (Shanghai, China) 28th floor, The Center, 989 Chang Le Road Shanghai, 200031 P.R. China Tel. (86) 21 5109 7070 Fax. (86) 21 5407 5700 Hill & Knowlton (Beijing, China) Scitech Tower, Suite 1901 22 Jianguomenwai Avenue Beijing, 100004 P.R. China Tel. (86) 10 6512 8811 Fax. (86) 10 6512 3712 Synergy Hill & Knowlton (Korea) 14/F, Anguk Building, 175-87 Anguk-dong Chongro-gu, Seoul, South Korea Tel. (82) 2 2287 0900 Fax. (82) 2 7471278 Hill & Knowlton (Japan) Roppongi Yamada Bldg. 8F 3-5-27 Roppongi, Minato-ku Tokyo 106-0032. Tel. (81) 3 4520 5800 Fax. (81) 3 4520 5801

Associates:  Auckland, Adelaide, Brisbane, Canberra, Hobart, Melbourne, Perth, Jakarta, Karachi, Manila, Taipei, Hanoi, Ho Chi Minh City, Bangalore, Chennai, Mumbai, New Delhi

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Contact: Genevieve Loriant Marketing and Business Development Manager Hill & Knowlton Asia Pacific Telephone: +65 6390 3382 Email: [email protected]

www.hillandknowlton.com 38