marketing communications
PUBLIC RELATIONS Agency Capabilities 2009
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About Dialogue We are small group of marketing communications professionals who have come together to form a candid community of talent with a common vision:
Create and sustain a working environment which will complement our lives, inspire us and positively impact our clients’ business and our world.
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Our Values  Open and honest dialogue Looking beyond the bottom line True partnerships with our clients Environmentally-friendly practices
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What We Do
Market Research Marketing Plan Development Media Planning Event Marketing Sponsorship Management Trade Show Support
Marketing
Creative
Strategic Planning PR Plan Development Regional Agency Coordination Media Relations Event Coordination Content Development Media Audits Media Training Internal Comms M&E Analysis
An Integrated Approach
Public Relations
Ad/Web design Institutional Collaterals Video News Releases Brand Identity Logo design
+Our Marketing Approach ANALYSIS
PLANNING
IMPLEMENT
METRICS
Review existing research Perform new research Industry review SWOT Analysis Business analysis Competitive Analysis Media Audit
Business & Communication Objectives Target Audiences Corp ID development Web design and strategy 3600 Marketing Strategy
3600 Marketing Strategy
Increased sales Extended distribution Brand recognition Web visits and conversions Impressions & Ad Value CPMs Reevaluation of strategy
development
Ongoing collateral production Media relations Advertising Event Marketing
AN INTEGRATED APPROACH DRIVES SUCCESS
MARKET PENETRATION
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Our Collective Background Our Team
30 years’ combined experience in marketing communications at global agencies A multi-cultural and savvy team of talented publicists and creatives Extensive experience in the U.S. and Latin American markets Fluency in English, Spanish, Portuguese and French
Our Experience
Consumer Products
Education
Entertainment
Food & Beverage
Financial Services
Logistics & Shipping
Technology
Travel & Tourism
Telecommunications
+Who We Are | Naomi Newton
Naomi is a Managing Partner at Dialogue. She previously worked at firms such as Burson-Marsteller, The Jeffrey Group, and HSM Group.
Naomi has managed several regional communications programs for companies such as Diageo, FedEx, Kaspersky Labs, Visa International, Western Digital and the ATP. Recently, Naomi submitted and won a GOLD SABRE Award for Latin America in 2008 for her contribution to a Diageo campaign and a BRONZE SABRE Award in 2009.
A native of California, Naomi graduated from the University of California at Los Angeles in international studies and also has a master's degree in marketing from La Universidad de San Andres in Argentina.
+Who We Are | Andrea Herrmann Andrea
is a Managing Partner at Dialogue. She previously worked at agencies such as The Jeffrey Group and Synapsys International, part of the Cisneros Group.
She
has managed several regional marketing communications programs for companies such as Kodak, Kaspersky Labs, Western Digital, Discovery Channel, Whirlpool, Royal Bank of Canada, and Getty Images.
Andrea
is a native of Brazil and graduate of Boston University in business administration with a concentration in marketing.
+Who We Are | Christine Garsault Christine
is a Communications Specialist at Dialogue. Prior to joining Dialogue, she previously worked at agencies such as Burson-Marsteller and Newlink.
She has managed several regional communications programs for companies such as Sony-Ericsson, Mexico Tourism Board, and American Express Bank.
A native of Venezuela, Christine holds a degree in business marketing from Florida International University and a master’s degree in Art History from Christie’s Education in London.
+Who We Are | Gary Lattke Gary
is the Creative Director for Dialogue. His strong design foundation takes on print, web and interactive projects while constantly exploring new technologies to help him deliver creative and inspiring visuals and concepts.
Prior to joining Dialogue, Gary served as graphic designer for leading advertising firms such as Saatchi & Saatchi and Young & Rubicam, and has worked on projects for Royal Caribbean Cruise Lines, Celebrity Cruises, Bank United, The City of Coral Gables, Occidental Hotels & Resorts, Terremark and the The Related Gorup.
Gary holds a graphic design degree from the University of Florida.
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Our Communications Network LCE (Local Communications Experts) Network: We work with seasoned professionals in the U.S., Canada and 20 countries throughout Latin America and the Caribbean including: • • • • • • • • • • •
Argentina Bahamas Barbados Bermuda Brazil Chile Colombia Costa Rica Dominican Republic Ecuador Guatemala
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Jamaica Mexico Panama Peru Puerto Rico St. Lucia Trinidad & Tobago Uruguay Venezuela
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Our Collective Experience
+ Client Work
Recent Examples
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Buchanan’s Forever Client: Diageo
+Scope of Work:
Dialogue is the regional coordinating agency for all media relations activities during the Buchanan’s Forever concerts in Latin America.
Responsibilities include regional PR strategy development, local agency management, press conference management, artist interviews, spokesperson training, press collateral development, pan-regional media relations, analysis and reporting of results.
+Results
Results surpassed goals set by Diageo in some cases by more than 200%.
Placements 1018
Impressions: 752 million
ROI: $7.24 million
98% positive or neutral coverage
80% Brand and/or program penetration
Sample CNN clip:
Scotch Whisky International + Media FAM Client: DIAGEO
Coordination of international press trip to Scotland to tour top whisky distilleries including brand homes of Johnnie Walker and Buchanan’s whiskies. 15 media in attendance from Latin America and the Caribbean.
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Attending Media Included:
GQ Mexico
Audi Magazine Brazil
Vogue (Brazil)
Poder Magazine
Revista Semana (Colombia)
Revista Soho (Colombia)
Folha de Sao Paulo (Brazil)
IstoE (Brazil)
Luk Magazine (America Economia)
IN Magazine
+ Smirnoff Experience Press Trip – Paris Client: DIAGEO
+Scope of work:
In July 2008, Dialogue was assigned to pitch and accompany international media to the Smirnoff Experience in Paris featuring Mark Ronson and Duran Duran.
+ Diageo Wines International Media FAM Client: DIAGEO
+Scope of work:
In March 2009, Dialogue was assigned to pitch and coordinate the first international media FAM to Argentina to promote Diageo wines and specifically Navarro Correas.
Trip included grape picking and wine tasting sessions in Mendoza, as well as interviews of key spokespeople in Buenos Aires.
Dialogue managed all logistics of trip including on-site coordination of international media.
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Music Promotion Client: Fania Records
Press release development and distribution announcing new Re-mixes. Development of E-card for promotion. Interview coordination and coverage analysis.
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Creative 
NuNAAT Marketing Collaterals & Website Development
MARKET PENETRATION
Brasil Telecom Marketing Collaterals & Website Development
MARKET PENETRATION
Coral Gables Advertising Campaign
+Diageo EPK for LA&C Created
multilingual Electronic Press Kit for Diageo in Latin America and the Caribbean
Press
kit content included Diageo Overview, Category & Product MARKET information, Corporate Social Responsibility, PENETRATION and Executive Bios
Press
kit is in final stages of development and will be utilized by the entire LA&C region
How we measure results
Identify measurement targets prior to activation:
Quantitative Sales Number Views Total
of registrations
and Conversions (for online campaigns)
clips by market
Impressions Ad
Value equivalencies
SOV
analysis
Qualitative Branded Key
mentions
message inclusion
Visual
Impact
Changes
in consumer attitudes
Spokesperson
Visibility
Favorability Pre-launch/post-launch
media audit
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In the News
PIB Magazine Brazil Nov 2008
Avianca Magazine Mar 2009
+2009 Sabre Award Winner Dialogue
has been awarded the 2008 Bronze Sabre Award for its work on the Buchanan’s Forever Elton John Video News Release, beating out other serious competitors such as Weber Shandwick and Fleishman-Hillard.
link
to Awards List
What our clients say
Over the past year, it has been my distinct pleasure of working with Dialogue, having given them the opportunity to work in several areas of our business here at DIAGEO, including Scotch Whisky, Vodka, Wine and Beer categories, as well as leading the thinking and development of our Corporate Communications focus. On all fronts, unequivocally, Dialogue has demonstrated a superb trackrecord in collaborating upon as well as delivering world-class Brand Communications, with a particular bent to Cause Related Marketing programs that has further sustained our business interests in Latin America and the Caribbean. As a top Consumer Packaged Goods Company, and the world leading supplier of adult beverage brands, DIAGEO demands of our agencies and partners the highest of standards and quality. We have found that Dialogue has been well equipped to coordinate and lead some of our most important regional programs in LA&C. At DIAGEO, we pride ourselves not only by the premium brands in our portfolio, but by the high caliber of people that we surround ourselves with. In this regard, Dialogue has shown a high level of passion not only for our brands, but further, demonstrate a keen and insightful understanding of both our business and consumers. Qualities such as this as well as an unmatched determination to succeed, all the while being nimble, lean and business savvy have all contributed in growing not only our business, but indeed our relationship as well. Stuart Kirby, Head of Public Relations, DIAGEO LA&C
What our clients say
During the previous year and half Dialogue has been supporting our organization with all corporate marketing initiatives including website and collateral development as well as trilingual translations of key materials used throughout our markets. Dialogue has consistently demonstrated a level of professionalism and consistency that is unparalleled. They’re collaboration and brand building experience has facilitated our brand cleanup efforts and promoted the building of a clean, consistent brand to the market. We have found that Dialogue has been well equipped to coordinate and lead some of our most important regional programs in Venezuela, U.S. and Brazil. In this regard specifically, Dialogue has demonstrated impressive interest and aptitude for learning our complex portfolio of products, and further, demonstrated an outstanding understanding of both our industry and markets. Their knowledge of our offering and industry has enabled them to make important recommendations with an outside perspective that is key to our success. During our partnership we have found Dialogue to be incredibly responsive, agile and business savvy which has forged a strong value proposition and has also helped paved the way for strong collaborations as well. At Brazil Telecom GlobeNet, we pride ourselves not only on our superior network and outstanding reputation in the market, but also for the caliber of partners. Our partners and vendors must meet and deliver the highest quality programs and materials while maintaining the strictest of confidence. We highly recommend Dialogue to any organization looking to partner with a strategic agency that can deliver quality creative with superior account management service and expertise. Beatriz Pedrosa, Marketing Director Brasil Telecom
Current Projects Baileys
Listen to Your Lips Campaign – Regional coordination in Latin America
Buchanan’s Diageo Brazil
Forever concert tour set for January 2010
Corporate Communications Regional Coordination
Telecom New Corporate Identity
Premium
Vodka International Media FAM to Holland and
France Guinness
250 Year anniversary International Media FAM
THANK YOU.
For more information, visit www.thedialogue.biz