MSLGROUP Hong Kong Credentials by MSL Global

AN INTRODUCTION TO MSL HONG KONG

MSLGROUP at-a-glance  Leading global communications firm – 83 markets and 2,500 staff including affiliates  Largest PR network in Greater China  Expert in developing and shaping a compelling narrative – opinion research, reputation management and engaging: influencers, media and consumers  Counselor to Fortune 50 companies and leading organizations throughout network  Social media innovators  1,000 clients in diverse industries around the world  More than 50 of our clients work with us in 10 or more countries

Our family

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MSLGROUP: A Modern and Diverse Network Unparalleled network of strategic and specialized communications agencies

Boundless in everything we do: •Creativity Building brands through creative engagement

•Channel Unbound by channel, holistic approach

•Geography Global reach, local insight

•Culture

Diverse capabilities with 8 global practices and 2,700 employees in 83 countries

Passionate, collaborative, courageous

A world of change

Market places as we knew them have been fundamentally transformed. Welcome to the Conversation Economy, a real-time marketplace of communities where individuals engage with people, brands and organizations through connections, conversations and information sharing. The implications of this transformation are far-reaching, touching every area of communications ÂŠ2011

Offices

EMEA 1050 employees

North America 565 employees

Asia 1250 employees

Latin America 65 employees Affiliate offices that expand our reach NORTH AMERICA Albany, New York Baltimore, Maryland Charlotte, North Cardina Cleveland, Ohio Columbus, Ohio Dallas, Texas Indianapolis, Indiana Kansas City, Missouri Miami, Florida Minneapolis, Minnesota New Orleans, Louisiana Orlando, Florida Philadelphia, Pennsylvania Phoenix, Arizona Sacramento, California Salt Lake City, Utah St. Louis, Missouri

LATIN AMERICA Asuncion, Paraguay Bogota, Colombia Caracas, Venezuela Guayaquil, Ecuador Lima, Peru La Paz, Bolivia Montevideo, Uruguay Mexico City, Mexico San Juan, Puerto Rico Santiago, Chile

EUROPE Athens, Greece Barcelona, Spain Belgrade, Serbia Budapest, Hungary Istanbul, Turkey Kiev, Ukraine Madrid, Spain Sofia, Bulgaria St. Petersburg, Russia Moscow, Russia Zagreb, Croatia

AFRICA+MIDDLE EAST Beirut, Lebanon Cairo, Egypt Riyadh, Saudi Arabia

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ASIA Bangkok, Thailand Canberra, Australia Colombo, Sri Lanka Hanoi, Vietnam Ho Chi Minh City, Vietnam Jakarta, Indonesia Karachi, Pakistan Kathmandu, Nepal Lahore, Pakistan Manila, Philippines Melbourne, Australia Naha, Japan Osaka, Japan Phnom Penh, Cambodia Sydney, Australia Vientiane, Laos

The Company We Keep

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1,000 clients in diverse industries around the world

More than 50 of our clients work with us in ten or more countries

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Diverse Range of Communications Services Offered EIGHT GLOBAL PRACTICES

Consumer Marketing

Healthcare Communications

Corporate Communications

Financial Communications

Public Affairs

Brand & Talent

Social Media Marketing

Experiential Marketing

SPECIALIZED SERVICES

Strategy

Measurement & Analytics

Insights Creation

Crisis Managemen t

Social Media Consulting

Influencer Marketing

Advocacy & 3rd Party Relations

Corporate Social Responsibility

Governmen t Relations

Public Health Communications

Eco Network

Media Relations

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Entertainment Marketing

Cause Marketing

Sports Marketing

Multicultur al Marketing

B2B Marketing

Digital

Studio Services

Word of Mouth Marketing

Mobile Marketing

MSLGROUP Asia Regional Awards

MSLGROUP Asia Finalist “Consultancy of the Year”

MSL Singapore

Eastwei MSL

Hanmer MSL

Silver Award “Best PR Agency of the Year”

Finalist “Best Microblogging Campaign” (IKEA)

Honorable Mention x2 & “PR Professional of the Year” (Sunil Gautam)

Eastwei MSL

MSL China

Hanmer MSL

Winner “Best Agency for Career Development” 17PR

Finalist “Best Public Sector Campaign” (Brand South Africa

Gold Price “Best In-house Magazine” (LIC)

Gold, Silver, Bronze x2 Big Bang Awards

MSLGROUP Greater China Finalist “Consultancy of the Year”

MSLGROUP Provides Specialist, Best-in-Class Advisory We serve the world's major financial and business markets

What we do

How we do it

We help measure and manage sentiment across

Activities cover both ongoing work and

the increasingly complex and cross-border

special projects

financial world, both in established and emerging

PR for Financial Firms

markets

Investor relations, Corporate reputation

We have been successful in developing and

Fund raising (equity and debt)

disseminating strong and compelling investment

M&As

cases to help achieve fair valuation for and to

Restructurings.

minimize the volatility of the financial securities

Financial Reporting Litigation Support

We also assist forging reputations founded on

Crisis Communications

About MSL Hong Kong 

Established operations in Hong Kong in 1998

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Specialist skills:          

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Planning & strategy Regional campaign management Corporate reputation Brand building Strategic endorsement Editorial services Media relations Creative development Digital & word of mouth generation Event management

Specialist sectors:       

Financial communications Corporate communications Leisure and lifestyle F&B Consumer technology Travel Luxury, health & wellness

Client Experience - Hong Kong

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Capabilities – financial & corporate communications Financial Communications

Corporate Brand Management

 Media relations

 Corporate marketing

 Issues management

 Reputation

 Crisis management &     

training Media training Government relations Internal communications Executive communications Industry communications

CA MEDIA

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management Philanthropy and foundations Innovation Thought leadership Sponsorships Branding

Strategic Consulting  Stakeholder        

Influence Reputation Measurement Change management Business transitions Litigation Simulations Cultural Analysis Regulatory Environmental

Sustainability/ CSR  Strategic planning  Sustainability issue

counseling  CSR & environmental media relations  Responsibility (CSR) & Cause marketing

Capabilities - corporate & financial communications

Corporate media relations programs

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Executive transition & communications

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Reputation-building programs

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Issues management programs

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Crisis planning and response

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Media training and protocols

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Industry relations Programs High profile media events

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Public Affairs

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Internal Communications programs

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Capabilities - financial services communications  MSL Hong Kong works closely with in-house marketing / communications teams to deliver tailored and cost effective campaigns in all aspects of asset management including asset owners, mainstream investment managers, private equity and venture capital firms, hedge funds, investment consultancies, and socially responsible investors  We help firms to manage their reputations, build thought leadership in their specific sectors, raise funds and deploy them in a reputation enhancing way. The team has experience and knowledge of media, investors and intermediaries and has a strong understanding of the issues which affect the asset management industry globally  Creativity is at the heart of our approach, devising integrated solutions that incorporate a range of marketing disciplines and that meet our clients’ specific business objectives

Capabilities - sustainability and CSR  MSL has a deep understanding of how sustainability and CSR should be communicated and what building blocks have to be in place in order for the hard work and dedication and organisation has put into its efforts can be reflected in its external communications initiatives  We help firms to plan their approaches, ensure that gaps are closed between internal and external programs and that objectives are communicated clearly to target stakeholders  From strategic planning, to crafting the message and ensuring it gets into the hands of relevant journalists from within our pool of regional and international media contacts, MSL has the capability to provide a truly tailored approach for any sustainability or CSR communications initiative

Capabilities - media and presentation skills training  MSL offers specialised and tailored media training sessions to prepare spokespeople to handle media and deliver key messages in an impactful way  MSL can also assemble a customised presentation skills training workshop to help enhance the skill sets of your company’s sales, operations and senior management teams, with particular focus on content as well as delivery  Our clients include international and local companies, from corporate spokespeople, brand marketers, client’s trade partners to medical professionals

Capabilities- social media Whether internal, corporate or financial communication, social media is becoming more and more important and can no longer be ignored as a key component of any integrated communications initiative. As an example, the 2010 second-quarter earnings season saw 150 companies using Twitter to announce their financial results and tweet highlights from their earnings calls.* Today, stakeholders will seek out information from the sources they trust â&#x20AC;&#x201C; so itâ&#x20AC;&#x2122;s up to companies to ensure that their stories are being told across all of these platforms. Some 70 % of American journalists use Facebook or Twitter for their research while 42 % of analysts and institutional investors read blogs to find information about companies.** To meet the challenges of this evolving communications landscape, MSL recommends a tailored approach that can allow companies to craft appropriate messaging and to ensure that this messaging reaches target stakeholders wherever they reside. *Source: Investor relations on Twitter: 10 great examples ** *Middleberg Communication pour la Society for New Communication Research 2009

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HONG KONG TEAM

MSL Hong Kong Eric leads MSL Hong Kong’s corporate and finance practice, charged with providing high-level counsel to a diverse range of clients within the company’s corporate portfolio. Born in Russia, Eric grew up in Canada and has been based in Hong Kong for more than six years. He began his career in online media, driving the marketing and communications for Toronto-based digital pioneer MusicMusicMusic Inc. He then turned his focus to television, spearheading publicity for one of Canada’s premier cable networks.

Eric Abelev Account Director

Relocating to Hong Kong in 2005, Eric took up the post of associate vice president of corporate affairs & communications at STAR Group Ltd (STAR TV), leading key internal and external communications initiatives for the company region wide. After a brief assignment as senior manager, group corporate communications with AIA Group, Eric joined boutique communications consultancy EBA Communications, where he served a broad range of B2B and corporate accounts for clients such as Symantec, ECA International, Regus and Sybase. Eric holds a BA in Political Science and Sociology from Carleton University (Ottawa, Canada) and in 2009, earned an Executive MBA from the Richard Ivey School of Business (Hong Kong Campus). Specialties:  Crisis management  Sustainability / CSR  Strategic planning  Internal communications  Speech writing

Industry experience:  Media (traditional and digital)  Technology  Property  Professional services  Insurance / wealth management

MSL Hong Kong Dominique is a Senior Account Manager at MSL Hong Kong, where she helps her clients measure and pro-actively manage sentiment across the increasingly complex and cross-border corporate world. Prior to joining MSL, Dominique was a Consultant at Citigate Dewe Rogerson HK, where her focus was on hedge funds, asset management funds, and property funds, as well as IPOs of large Chinese conglomerates listing on the HKEx and SGx. Before her move into financial & corporate PR, Dominique was an Investment Analyst at Ward Ferry Management, a long/short equity hedge-fund based in Hong Kong, where she evaluated investment opportunities through qualitative and quantitative research. This was preceded by a position with HSBC’s Project Finance Department, analysing large scale long-term infrastructure investing opportunities across the APAC region.

Dominique Whitehead Senior Account Manager

After graduating from the University of Edinburgh with a Masters in History, Dominique went on to receive a Postgraduate Bachelors of Law from BPP Law School London, where her emphasis was on Corporate, Contract, Equity & Trusts, Insolvency and Employment Law. Originally from Hong Kong, Dominique has lived in Sydney, New York, Beijing, Edinburgh and London, speaks fluent French and English and is learning Mandarin. Specialties:  Media Relations

Industry experience:  MNCs

 Strategic planning  Regional account management  Editorial/copywriting

 Hedge funds  Asset management funds  Property funds  Professional services

MSL Hong Kong Edith is a Senior Account Executive in the Corporate Communication department at MSL Hong Kong. She started her public relations career with an internship at MSL Hong Kong, assisting the team on global clients such as Philips, Sony and Sunkist. She has supported the planning and implementation of regional PR programmes for a portfolio of clients, including Asia corporate communications and reputation programme for Procter & Gamble, and regional branding and publicity programmes for Leo Burnett. Besides, she has served a wide range of international clients, such as Coca-Cola, Grant Thornton and World Gold Council. Her other work included issue management for Mattel Inc, and media relations and publicity for Bombardier at major air shows in Hong Kong and Zhuhai.

Edith Lau Senior Account Executive

Edith holds a Bachelor’s degree from the Hong Kong Baptist University, majoring in Public Relations and Advertising. Specialties:  Media relations

Industry experience:  MNCs

 Research analysis  Regional account coordination  Copywriting

 FMCGs  Professional services