1. Agency Credentials S AATCHI & S AATCHI Work That Works

2. Our Philosophy and Approach Our Network Our Thinking Our Work And How Can We Work Together… In The Next Hour…

3. S AATCHI & S AATCHI THE IDEAS COMPANY

4. THE POWER OF & S AATCHI & S AATCHI

5. SAATCHI & SAATCHI has set itself a big, provocative and ambitious challenge – to become a hothouse for world changing ideas. We believe in the power of great ideas and their ability to transform the business, brands and reputations of our clients.

6. We will never be limited to just traditional advertising in resolving our clients problems We believe it is less about how advertising can deliver information We believe in how an idea can create and nurture strong relationships between brands and their users. As an Ideas company S AATCHI & S AATCHI

7. The Saatchi & Saatchi worldwide network is owned by the Publicis Groupe S.A. 7,000 ideas people work for Saatchi & Saatchi. 134 offices in 84 countries. . Media networks: ZenithOptimedia , the StarCom Mediavest Group S AATCHI & S AATCHI

8. Our Five Golden Rules 1 Never settle for second best 2 Surround yourself with the best people 3 Work with clients who are equally passionate 4 Reward consumers with great ideas 5 Believe that nothing is impossible

10. So what has love got to do with it?

11. A Lovemark is a product, service or entity that inspires loyalty beyond reason

15. Love/Respect Axis SAATCHI BRAND NAVIGATOR

21. HARLEY

22. SUZUKI HARLEY

25. LEVI’S

26. LEVI’S WRANGLER

28. LOVEMARKS Hanoi Cha Ca La Vong

29. What do these brands have in common?

30. Key Ingredients of Love Mystery Sensuality Intimacy

31. Mystery

33. Sensuality

35. Intimacy

39. KHI YEÂU TRAÙI AÁU CUÕNG TROØN Beauty is in the eyes of the beholder

41. Unknown Known Known for something Known for things that are different Known for good things Known for things that I care about Source: Harvard Business School Advocacy Beware the differentiation trap

42. To Meet Your Objective We Need To Become Known For Something People Care About … Respect Known Known for something Known for something good or different Known for something I care about A brand I identify with Love Unknown S AATCHI & S AATCHI

44. We live in the Screen Age : The screen has stepped out of the living room into our pockets, our hands, our offices, our cars, our stores, our streets… We’re never more than an arms length away from a screen. Screens are converging. TVs are becoming more game-like, mobile phones more movie-like, and technology more human-like.

45. Sisomo is : where technology marketing and creativity intersect where art meets science where emotion meets technology the creation of on-demand, on the go, idea-driven screen content The advertising renaissance

46. ATTRACTION ECONOMY

47. ATTENTION ECONOMY  ATTRACTION ECONOMY DIRECTION  CONNECTION ONE-TO-MANY  MANY-TO-ONE REACTIVE  INTERACTIVE CUT-THROUGH MESSAGES  ENGAGING CONTENT HEAVY USERS  INSPIRATIONAL CONSUMERS PRODUCT PLACEMENT  CONSUMER EXPERIENCES LARGER-THAN-LIFE  CLOSER-TO-MY-LIFE WHAT YOU NEED  WHAT I WANT

48. CREATIVE & EFFECTIVE Across Asia

49. ACROSS ASIA S AATCHI & S AATCHI Presence in Asia since 1985. One of the largest networks in the region, largest in China. Depth of Saatchi & Saatchi experience in expatriate staff combined with a very strong local presence in every office. Regional billings have increased by 15% in past year. Top 6 clients are Toyota/Lexus, P&G, HP, Mead Johnson, United Overseas Bank, Diageo

50. BIG IDEAS FOR BIG BRANDS

51. SAATCHI NETWORK TRIBE SESSIONS OUR 10 POINT TRIBAL PROCESS: Tap into the Saatchi network for the best creative talent with knowledge of your category. Invite them to Singapore for a week of Saatchi Tribes. (working late nights, Pizza & beer) All sessions include Planner, Account Service and multiple creative teams. Ground the session with the brief and foundations of the brand: attributes, benefits, personality, POV, etc Share any research or or insights to fuel tribe discussions. Determine key drivers & product truths. Agree a core brand proposition. Develop creative work to road test the strategy. Test the power of the ideas with Creative Compass. Take the approved thematic idea into on the ground activation ideas.

54. CREATIVE & EFFECTIVE

55. How We Work S AATCHI & S AATCHI O bjective I ssue I nsight C hallenge

56. We Take The Time To Understand The People We Want To Connect With S AATCHI & S AATCHI

57. Our Approach Is To Empty Our Heads Of What We Think We Know … 5% We Know 15% We Know We Don’t Know 80% We Don’t Know We Don’t Know S AATCHI & S AATCHI

60. Tribe Case Study: Making HP Inspirational for The Arts H Y P E

62. Activation On ground HYPE Gallery An art exhibition created for the design community, by the design community. Included digital art both online and the real world. They provide the work, HYPE provides the blank space to showcase their ideas in large format color printouts. By doing this HP created an ownable property.

63. The Work

64. HYPE ON-LINE

65. The Results 707 artwork submissions were received and hypegallery.com.sg had over 122,000 hits and 6,400 unique visitors, gathering interest from 20 countries. . Rating of the HYPE Program as good or excellent overall was 96%; in terms of quality, 86%, and as a concept, a resounding 98%. 100% of all surveyed target audience recommended the gallery to their friends and family. Even without corporate HP branding, 96% of those surveyed were aware of HP’s involvement in the HYPE program. The HYPE Gallery was successful in building awareness and credibility of HP’s imaging products with younger users. HP Post-Event Report, 2005

66. VIET NAM S AATCHI & S AATCHI

68. S AATCHI & S AATCHI Our People because an agency’s greatest resource is its people. More than 90 passionate individuals. A mix of Vietnamese and expatriates. A melting pot of experience and passion.

75. The Mom & Pop SuperStore

76. What’s The Atmosphere? “ Nothing is Impossible”. Chaotic but the food arrives miraculously on time. Fun and warm. Creativity rules. Strong flavor of dedication. Driven by Vietnamese Insight. Food for thoughts everywhere. Expensive—just the air. Permeated with stubbornness (protecting our idea). Everyone talking at the same time. S AATCHI & S AATCHI

78. Some examples… S AATCHI & S AATCHI - THE WORK

79. VINAPHONE A Case Study For Holistic Brand Re-Launch

80. Always By Your Side, Wherever You Go

83. What have been done? A Holistic Plan for re-launching the brand VinaPhone to maximize awareness of the New VinaPhone, by communicating through: - Image Line: Make people feel the new image of VinaPhone which is close to Vietnamese emotionally with: New Thematic TVC, New Thematic Prints; and Totally New Brand Identity; - Product Line: Emphasize the physical benefits from VinaPhone as the leading network: ATL & BTL for Cheaper Block Charge; New Prefix; Ring-back Tones; Loading Kit; VAS… - Promotion Line: Recruit new users, at the same time retain current users by attractive promotions & trade deals. The Brand Idea Always by your side, wherever you go

84. The New Identity of VinaPhone

85. New Thematic TVC “Poem”: We are the first and only agency created a Vietnamese Poem for a re-launch copy, with background music by hot composer Quoc Trung. The TVC was a big hit as a signature of contemporary, modern, hi-tech features of a leading mobile network with the Vietnamese spirit.

86. Scratch & Win Promo TVC: “Nail”

87. Scratch & Win Promo TVC: “Key”

88. New Prefix 094 TVC: “Fishing”

89. New Prefix 094 TVC: “See Saw”

90. New Prefix 094 TVC: “Taking Photo”

91. Highlights on MEDIA Magazine November 2006 “VinaPhone targets youth” – The first Vietnamese brand to have such an exposure.

92. Prepaid Promo TVC: “Celebrate Friendship” - Part 2

97. Print Campaign for new prefix 094 / Prints, Posters, Wall Stickers; Postcards, Handset Holders… – The print execution made 094 famous by creating an actual “visual game” for viewers to stay longer with the ad.

98. The Promotion Campaign “Celebrate Friendship” / TVC, Prints, Posters, Banners, Streamers, Web Banners… – VinaPhone is the first to do the “member-get-member” mechanism for mobile network. The campaign was very successful that VinaPhone decided to extend to “Friendship Part 2” and even ‘Friendship Part 3”.

99. The Promotion Campaign “Scratch” / TVC, Prints, Posters, Banners, Streamers, Web Banners… – The campaign stood out by its unique execution when running at the same time and very similar mechanism with competitors.

100. The Product Campaign “Tic-Tac” for the 1sec block charge / Animations, Prints, Posters, Banners, Streamers, Web Banners, Postcards, Stickers, Leaflets… – The campaign has altogether 20 pieces of arts in different styles.

101. “ Fighting with Numbers” Print: “Judo”

102. “ Fighting with Numbers” Print: “Boxing”

103. “ Fighting with Numbers” Print: “Sumo”

104. Again, we made it… Highlights on MEDIA Magazine October 2006 “VinaPhone gets funky with numbers to strengthen youth appeal” – The first Vietnamese brand to have such an exposure.

105. Highlights on MEDIA Magazine November 2006 “VinaPhone targets youth” – The first Vietnamese brand to have such an exposure.

106. Poster from the current campaign for RingTunes (Ring-back tone service) with interactive activities.

107. “ The More You Share Emotions, The More Chances to Win A Car” Promo Print

109. A Look Back to VinaPhone old ads before…

110. S AATCHI & S AATCHI - THE WORK – S-FONE - MUTE LOVE

111. S AATCHI & S AATCHI - THE WORK – AIA – MY FUTURE

112. S AATCHI & S AATCHI - THE WORK – HALIDA - REUNION

113. S AATCHI & S AATCHI - THE WORK – HALIDA – FIRST GOAL

114. S AATCHI & S AATCHI - THE WORK – HALIDA – SMS LOVE

115. S AATCHI & S AATCHI - THE WORK – CNCF - BABY

116. S AATCHI & S AATCHI - THE WORK – CNCF - PRISON

117. S AATCHI & S AATCHI - THE WORK – CNCF - MONSOON

118. S AATCHI & S AATCHI - THE WORK – NESTLE - HANDS

123. Our Pride & Glory

124. number one in creativity S AATCHI & S AATCHI

125. We are the first to put Vietnam on the creativity map of the world S AATCHI & S AATCHI

127. number one in effectiveness S AATCHI & S AATCHI

129. The Strategic Planning Process THE SOLUTION THE IDEA THE INSIGHT THE CHALLENGE Client Briefing Strategy Situation Analysis Execution S AATCHI & S AATCHI

130. creativity = effectiveness Competitive advantage for our clients S AATCHI & S AATCHI

131. media buying power S AATCHI & S AATCHI

134. thank you S AATCHI & S AATCHI