1. General Capabilities
December 21, 2012

2. McGraw Euston Associates
A communications consultancy that helps
its clients build and protect their brands
and reputations through smart, strategic
communications programs.
Specializing in:
– Corporate Communications
– Change Communications
– Business to Business PR
– Marketing Communications
Nearly two decades’ experience working
with companies in a broad range of
industries.
Big agency experience and the agility of
an independent.

3. McGraw Euston Associates
Our Services
Corporate reputation Change management
Branding Internal communications
Strategy Product and service support CSR platforms
Thought leadership Crisis & Issues management
Messaging Sponsorships
Media interviews White papers
Media training Trade shows
Execution Bylined articles Customer programs
Speaking opportunities Marketing materials
Speechwriting Copywriting
Executive communications Community relations
Media audit Influencer audit
Analysis Customer insights Sponsorship evaluation
Competitor analysis Channel intelligence

4. Corporate & B2B Experience
We delivered a multi-faceted corporate communications and media
relations effort for Guardian Life Insurance. Using executive interviews, by-
lined articles and other tactics aimed at the trade media, we helped the
company build awareness among brokers and agents for its products and
strengthen its reputation as a home for career agents.
We worked with Swiss Re to promote its expertise in a wide range of
property & casualty issues, from natural disasters to climate change. Our
primary avenues for media outreach included a series of media lunches or
roundtables as well as interviews with single executives.
To highlight Wolters Kluwer Health expertise in health information and
related systems, we designed a media relations strategy that leveraged
executives and analysts to discuss trends in drug pricing, Medicare Part D,
electronic medical records and electronic prescriptions.
We helped Siemens Energy & Automation prepare a series of bylined
articles highlighting the results customers achieved after adopting an SE&A
solution. These articles were placed in trade magazines, or on companion
websites as white papers.

5. Change Management Experience
When Cox Communications decided to merge two large departments into a
single organization, we helped explain the change to Cox employees inside
the new organization as well as the business partners throughout the cable
system. We developed centralized messaging and voice guidelines that are
now being used in a communications program to increase understanding.
When AstraZeneca changed its selling model, we helped explain it to the
company’s sales force. We helped the company articulate a clear story on
why the change was necessary and the role sales people needed to play.
We used websites, newsletters, training tools, executive communications
and other materials to increase understanding of the change.
Throughout Schering-Plough’s turnaround in 2003 and 2004, we provided
strategic corporate and executive communications support for the leadership
of the company’s Global Pharmaceutical Business, including
presentations, speeches, memos and other messages designed to motivate
the workforce and drive a cultural change.

6. Biography
Greg Euston is a senior corporate communications and public relations executive who
provides strategic counsel and goal-oriented programs to his clients. With 20 years’
experience, he has helped companies with corporate reputation, change management, CEO
and senior executive communications, crisis and issues, and public relations campaign
development and execution.
Greg founded McGraw Euston Associates to work with companies that need sound
corporate communications advice to build or protect their brands.
Before starting his consultancy, Greg was a senior vice president for MS&L Worldwide
where he worked with a range of companies in the healthcare, financial services,
manufacturing and environmental arenas.
Since 1999, Greg has worked with W.R. Grace & Co. senior management on restoring the
Greg Euston company’s reputation following revelations of asbestos contamination in Montana and an
Principal unrelated Chapter 11 filing. Grace continues as a client of McGraw Euston Associates.
McGraw Euston Associates
404.775.0285 Greg has led a comprehensive internal and external communications program supporting
greg@mcgraweuston.com the launch of Bayer HealthCare Pharmaceuticals in the U.S., the result of Bayer’s
acquisition of Schering AG. Other relevant experience includes leading a major change
management program at AstraZeneca and providing executive communications support to
Schering-Plough during its turnaround.
Other current and recent clients include Central Atlanta Progress (Better Buildings
Challenge), Cox Communications, Entaire, Georgia Department of Natural Resources
(waterSmart), Georgia Forestry Commission, Guardian Life Insurance Co. of America,
Heery International, MasterCard, The Nature Conservancy (ACF Stakeholders), Novartis,
Roche, Siemens, Staples, Swiss Re and Wolters Kluwer Health.
Greg’s experience includes five years as a daily newspaper reporter in Fayetteville, N.C.
and Winchester, Va. before entering public relations. He received a bachelor of arts in
journalism and American history from Washington & Lee University in Lexington, Va.