MARS Russia communication strategy approach

1. 2015
PRT 4 MARS
SUGGESTED APPROACH TO
CORPORATE COMMUNICATIONS

2. Contents
WHO WE ARE RM CASES
ADMINISTRATIVE
INFORMATION
Our History
Our Clients
Best PRT Cases
Principlesin Action
Employer Branding
Team
SOW
Agency Compensation
BEYOND THE
BRIEF
Media Analysis
External press-office

3. WHO WE ARE

4. WE ARE PRT
probably the only Russian agency that has
equally strong expertise
We believe in the power of wordsand know for surethat every company lives in mindsexactly thanks to
«that» story onceheard or read
So we believe it is the storythat makes you and your businessunique…

5. Our History
1998 2004 2006 2009 2013 2015
PR
Technologies
founded
Our first
international
client
IZMENI
SOZNANIE
Digital MKT
Conference
Digital unit
established
PR
Technologies
became PRT
We became
Edelman
Affiliate

6. We are now
YEARS IN THE RUSSIAN MARKET
CLIENTS
PROFESSIONALS
80% of our clients work with us on a long term retainer basis
For 60% of our clients we provide both digital and PR service

7. Our Clients
AUTOMOTIVE
IT/TELECOM/
MEDIA
PHARMA ALCOHOL FMCG FINANCE

8. Why PRT?
• PRT is a part of Edelman – the world`s largest communicationsagency network and a long-
term partner of Mars. It willhelp us to provideyou with the global corporate affairs expertise
when needed attracting best people, includingtop-managers as well as adapting best cases
successfully realized in other countries.
• Edelman partnership givesus an outstandingopportunity tocover CIS countriesin terms of
realizingsuccessfulcorporate affairs projects.
• PRT has outstandingexperience in corporate communicationsbeinga partner in this field of
such international corporationsas MasterCard, Sony, KIA and Bayer. We also employ senior
corporate affairs specialists experienced in crisisand CSR communications.
• PRT is an extremely client oriented company. Most of our clients stay with usfor many years.
• We have been practicingstorytellingfor many years and can call ourselvesreal experts in this
field of communicationswhich is extremely importantfor successfulcorporateaffairs.
• We are probably the only Russian agency that has its own creative department which helps to
make projectswe dofor our clients effectiveand distinguished.

10. Best PRT Cases

11. CRISIS
MANAGEMENT PRESS-OFFICECSR
Best PRT Cases

12. Google: Digital Generation
§ To realize the Russian national contest among talented
teenagers developing online projects
§ To create and support project website, moderate
contestants applications, promote contest online and
offline, to hold top-notch awards ceremony
In order to create additional buzz we`ve held four free-of-
charge offline events for young folks:
§ Lecture in Moscow Jewish Museum in cooperation
with MSU, RosAtom and Moscow Educational
Department
§ Geek Picnic barter integration
§ Sokolniki Moscow Park ski rink integration
§ Lecture from a start-up celebrity
ObjectivesChallenge
§ More than 1000 of works applied
§ Bright awards ceremony for top participants, media and
Government authorities
Results

13. Bayer: The Power of Dream
To make PR-supportof Bayer CSR project aimed to help
children with Down syndrome
§ 6 major Russian cities (Sochi, Krasnodar, Rostov-on-
Don, Perm, Ekaterinburg, Chelyabinsk) were visited in
a tough time period
§ Despite of crisis in Ukraine in 2014 (major newsbreak
at the moment) we`ve made good coverage in regional
media in the South
§ Good media attendance in Ekaterinburg despite
November national holidays
ObjectivesChallenge
§ More than 100 publications in target media
§ 5 TV broadcasts
§ Local authorities involvement
Results

14. FOURTEEN YEARS
ON RUSSIAN MARKET
Saturn Crisis Communications
Propose anti-crisis communications program in
connection with Saturn facing problems with the Russian
Orthodox Church in Voronezh because of the provocative
advertising campaign GREED IS COOLaimed at
attracting people to Saturn electronic stores opening in
the city.
Objectives
Increasing negative buzz due to the delay in reaction on
behalf of the Saturn press-office and top management. For
this time trade center dismounted all ad billboards of the
company. Also the local TV initiated several
investigations on the matter.
Challenge
§ Press-conference in Voronezh, explaining the
company’s position and the meaning of the motto
§ Initiating a series of commercial placement on the local
TV with explanations
§ Writing explanation letter to the city council
§ Announcing a series of social initiatives helping the
city to become better
Realization
§ Complete neutralization of negative buzz. Moreover the
negative attitude towards the company changed into
positive (responsible corporation that cares public
opinion)
§ 12 big publications in major city media explaining the
company’s position in a positive way
§ Commercial prime time TV placements seen by more that
40% of the citizens
§ More positive buzz after social initiatives realization
Results

15. FOURTEEN YEARS
ON RUSSIAN MARKET
Sony Mobile Press-office
Excessive media relations program aimed to permanently
increase of corporate and product news in business,
professional, GI and lifestyle media. Reputation
management (RM).
Objectives
Challenging KPIs, Strong competitors market that makes
it a necessity to avoid at least somehow negative
publications
Challenge
§ Effective interaction of PR, digital and RM account
teams
§ Fast and effective crisis management
§ Proactive work with media
§ Alternative news generation
§ Special projects with major media
§ Creative mailings and events
§ Press-trips to key industrials trade fairs
Realization
§ Over 1500 publications per Q (permanent KPIs
overachievement)
§ 99% of positive and neutral news
§ Over 20% share of buzz in key media
§ High quality of publications
§ Perfect relations with journalistsResults

16. MasterCard retainer
Multistage media relations program aimed to permanently
increase of corporate news in business and specialized
media. Top management promotion. Anti-crisis
communications.
§ Strong competitors
§ Governmental regulations
§ Limited communications budget
§ Effective and smart usage of media relations
instruments;
§ Positioning MC as payment market newsmaker
§ Proactive approach to work with key media
§ Event management
§ B2B communications
§ Special projects with key business partners
§ Over 2 000 new generated (per year)
§ 95% positive tonality of publications
§ In 2012 for the first time in local history we beat the
main competitor as of the number of publications,
share of buzz and tone of voice
ObjectiveChallengesRealization
Results

17. RM Cases

18. Roadmap
PiA 2015
Employer
Brand

19. PiA 2014 Announcement

20. PiA 2015
PiA Announcement

21. Approach for Office Associates
We want office Associates to understand the importance of the PiA report, know its
major highlights and feel themselves a part of the family success.
We realize that most of the office Associates are busy and won’t probably read the
whole report but will definitely appreciate if the company finds the way to deliver
key highlights to them in an interesting and creative way.
So, we are going to give it to them!

22. Activation # 1: WOWCALL
Every Associate gets a link to the video with the address from CEO on the PiA
results.
Opening the video an Associate listens to CEO report. Suddenly the CEO expresses
his desire to talk to the Associate in person and starts dialing a number on his phone.
At this moment an Associate receives a phone call. Picking up the phone he can hear
the voice of his CEO reporting to him in person!

23. Activation # 2: PiA Weeks
We offer to hold 6 PiA weeks. Each week will be dedicated to the report chapters
e.g. Approach to Business, Health and Wellness, Our Supply Chain, Our Operations,
Our Brands, Working at MARS
Every week during weekends we will be decorating the offices in colors the chapters
have in the PiA report. So that every Mondays Associates will come to a newly
decorated office.
Each week suggests e-newsletters with the PiA chapter highlights (text, infographic
materials, etc.), desktop wallpapers, posters, souvenirs, etc.

24. PiA 2015
Factory: Offline Event

25. Approach for Factories Associates
It is very important for factories associates to feel themselves a part of a huge
international family company. They want to know that all of them are a party to the
global success!
They read corporate newsletters more than the office associates and are especially
proud when they get inside.
But most of all them appreciate big events when they are welcomed by the
company’s top managers and feel themselves one team.

26. We want everyone to be involved in PiA announcement
We`ll let every Associate to have a minute of glory
Weeks
Numbers of newspaper
Factory: Idea
Big event at every factory

27. Newspaper for
factory Associates
Announcement for
factory Associates
Factory: Toolkit

28. Factory: Newspaper
Inspiring Articles for Factory Associates
6 special issues of the corporate newspaper dedicated
to 6 chapters of the PiA report. A new issue every
week.
The last one will invite everybody to a very special PiA
report announcement event making all the factories
one big family.

29. Factory: Final Countdown
One week before the event lighting panels counting hours
and minutes to the event appear in factory halls.
It will solemnize the upcoming event

30. Factory: Event
PiA Results Announcement Event
At one time all associates will be gathered in front of
their factories. They will see a projection of the
factory wall with the countdown to the event start. All
factories will be connected with a telebridge so that
they could feel each other a family. We can also
connect associates from a European factory. It will add
importance to the occasion.
Finally everybody will be shown a beautiful video
reflecting major PiA reports highlights.

31. External Communications
PiA 2015

32. Press-conference
We recommend to make PiA results announcement the very first event we
will hold for media. It will not only help us to meet all the major journalists
in person and give them good material for news. Also the event will give us
an opportunity to announce our new corporate affairs strategy.
We`ll claim MARS is ready to communicate with media at wide scale!

33. Media relations and more
• A press-release with infographic over an extended media-list (including
Russian regions and CIS countries)
• A series of interviews with Mars speakers (Russia and CIS) covering all
major PiA topics (operations, social, marketing etc.)
• Major B2B events participation informing professional community on the
PiA results
• Promoting PiA results at job-fairs
• Possible special-projects with major business media

34. Employer Branding

35. How does Universum Ranking Work in Russia?
95 universities
3 voting categories while MARS needs only one – Business/Commerce
3 voting stages
• Name 130 companies you know
• Name 15 companies you want to work in
• Name 5 companies of your dream

36. Competitors
§ Easy to reach
§ Actively works with
students
§ Very attractive and well
paid programs for
graduates
§ Easy to reach
§ Actively works with
students
§ Clearly describes
career run
§ Provides lots of
inspirational content
(success stories, intern
diaries)
§ Unreachable
§ Web-site information
is not updated
§ Visit universities but
not very active
§ No information on the
web-site
§ Easy to reach
(through HH), but has
very limited offer
§ Internship suggests
free meal and
insurance

37. MARS Work with Students and Graduates
MARS Internship
Program
MARS
Leadership
Development
Program
MARS Academy
HR Resources
Partnership
Job Fairs

38. What MARS Lacks Comparing to Competitors
• MARS doesn’t sell its advantages
• MARS is too closed and complicated. You must
really want it to apply for an internship program
• MARS doesn’t visit higher educations institutes
(from the Universumlist) good enough
THIS IS WHAT STUDENTS AND
GRADUATES THINK!

39. Decision
BE PROACTIVE! MORE VISIT THAN INVITE!
EXPLAIN WHY MARS!
TELL MARS BEST PLACE TO WORK STORIES
TO WIDER AUDIENCE!
USE RELEVANT COMMUNICATIONS
INSTRUMENTS!

40. 37 in Moscow, 10 in Saint
Petersburg, 3 in Novosibirsk = 50
universities
STUDENTS MAY NOT APPLY BUT
THEY MUST START WANTING MARS!
How (I)
MARS to create an inspiring presentation and organizes a series of visits to
higher education institutions from the Universumlist (at least to those
from Moscow and Saint-Petersburg).

41. How (II)
MARS to go with inspiring success stories, interviews and news (local and
global) to relevant media (read by both students/graduates and
professionals) and social media.

42. How (III)
MARS to work with content of its online pages for graduates. Write more
inspiring content and look up to McDonalds. They buy advertising slots at
major HR online portals leading to inspiring articles and success stories at
their web-site.
USING SUCCESSFUL
EXPERIENCE OF
COMPETITORS IS ALWAYS
A GOOD WAY!

43. How (IV)
MARS to creatively participate in job fairs. Use your iconic
brands identity and remember that it is always better to
work in a company producing M&M’s, Snickers or Skittles!
E.g. Photo opportunities with red and yellow will get you to
social media.
MORE FUN, MORE FACTS,
MORE UNIQUE FAMILY
COMPANY VALUES, MORE
REAL SUCCESS CASES !

44. How (V)
MARS to participate in major B2B HR events (conferences, round tables,
etc.). MARS participation is to supported by PRT (inviting media,
interviews/ comments, etc.).
NEW OPPORTUNITIES,
MORE COVERAGE, MORE
CONTACTS WITH TA

45. Beyond the Brief

46. Media Analysis

47. Introduction
• Analysis of competitive media environment which covers the period
from April 2014 till March 2015
• We took eight FMCG companies, compared their media coverage and
identified the main newsbreaks
• Print, Online, TV, Radio were monitored, including business, general
interests and specialized publications
• What we found out is…

48. Number of Publications
Procter &
Gamble; 25%
Nestle; 23%
Unilever; 21%
Johnson &
Johnson; 12%
MARS/
Wrigley; 8%
Kraft Foods;
6%
Ferrero; 5%
Procter&Gamble, Nestle and
Unilever are on TOP3
newsmakers, while
Mars/Wrigley stands on the
5th place with only 197
articles (3 times less than the
leader has!)

49. Dynamics of Publications
APR`14 MAY`14 JUN`14 JUL`14 AUG`14 SEP`14 OCT`14 NOV`14 DEC`14 JAN`15 FEB`15 MAR`15
Procter&Gamble 49 44 30 10 57 29 46 132 45 27 102 74
Nestle 70 46 44 75 24 22 55 41 70 16 44 71
Unilever 33 56 44 41 34 32 48 30 62 21 23 113
Johnson&Johnson 23 15 36 23 9 14 39 14 13 95 9 27
MARS/Wrigley 15 13 0 7 69 11 25 12 9 1 3 32
Kraft Foods 7 4 4 3 5 3 4 8 1 2 9 100
Ferrero 0 4 0 7 7 15 1 11 4 4 71 4

50. Tonality of Publications
FerreroKraft FoodsMars/Wrigley
Johnson &
Johnson
UnileverNestleProcter&Gamble
Neutral 67627878387346344
Positive 67058185139168154
Negative 551861543764147

51. Procter&Gamble Newsbreaks
Penalty for a false
advertising in China
Increase of price by
30-50% in Russia
Reduction of the
brand portfolio
Selling of Camay and
Zest brands in
Mexico
Interruption of
factories in Argentina
Sales results
Apology for the use of the
symbol associated with the
Adolf Hitler regime

52. Nestle Newsbreaks
Increased sales in
Russia by 13.4%
(March 2015)
Protest against
redundancies in Perm
New appointment to
Samara chocolate
factory
New chocolate line
“Favorite desserts“
Opening of a retail
chain "Water
Express"
Selling out Juicy
Juice brand
New factory in Vologda
(baby food)
New advertising campaign
“48 Kopeks”

53. Unilever Newsbreaks
Increase of prices on
cosmetics in Russia
Statement – Unilever
is ready to invest to
the Russian economy
AXE adv campaign
launch in Russia
New design of the
Lipton package
AXE organized event
with Sasha Grey and
fans
TV advertising news
Sale of the Moscow
Margarine Plant
Sale of Ragu, Bertolli brands
and Mizkan Group in Japan

54. Johnson&Johnson Newsbreaks
The new face of the
JNJ brand
Production of
fairytales books for
mums by “Doctor
Mom”
Finance information
JNJ – the happiest
company in the USA
(rating)
Penalty for a false
advertising in Russia
Interest in purchasing of a business center
in Moscow
Vaccines news

55. MARS Newsbreaks
Cooperation with
MediaCom
Peter Knauer’s master
class in Moscow
Snickers advertising
campaign
Intention to fight
Ebola (MARS
Chocolate)
Recall campaign in
Europe (Chocolate
Drinks & Treats)
Statement by Victoria B.
Mars, the company is ready
to stay on the Russian
market
Increase of prices in
the USA
New appointment – Grant F.
Reid, President
Factory’s floor opening
(Petcare)

56. Conclusions & Recommendations
• Most of the competitors news are related to Sales results, Production,
Brand portfolio and Advertising news. Negative topics: penalties,
protests on factories and recall campaigns
• Nestle and Unilever generate a sufficient amount of local news (>80%)
while the rest use global newsbreaks. Meanwhile, MARS has 50/50
global and local news
• Only MARS has more negative publications rather then positive. We
should work with each negative issue and cover it by more positive
news. Thus our communications must be very proactive, creative and
consistent!

57. PRT in the vanguard of
communications with media
No one will pass…
External Press-office

58. How It Works – I
External Communications
Internal
Communications
CSR (GR)
Media
relations
Crisis
Management
HR Brand
Development
Commitment to
Russia
24/7 ReactionExternal
Press-office
Events Corporate Information
Resources Development

59. How It Works – II
Interviews/
Commentary
Program
Press-releases
Appointments;
CSR;
HR Brand;
Market surveys
Media Relations
Media Events
Annual report;
Purchase and
acquisition;
New factories;
Big dates
Media Loyalty
Program
B2B Events
Support

60. Next First and Important Steps
MAY`15 JUN`15 JUL`15
Media-list
development
Information
policy
development
Corporate
press-kit
development
Anti-crisis
reaction
matrix
development
Holding
media/anti-
crisis trainings
for speakers
Holding the very first event
(PiA announcement) and
meetingmedia in person

61. Communications strategy
• We are experienced in writing long-
term communications strategies for
many international companies and do
it perfectly good. Once we even did
it for the Sochi Olympics.
• We will be happy to do it for Mars! It
will help you and us to understand
where we going and why exactly this
direction as well as make all the
necessary corrections depending on
the results.

62. Team

63. Our One PRT Team
• Our people are the core of what makes us special and different
• Every team member has a good expertise in Corporate Communications
sphere and understands perfectly well that it's not easy to be a big
foreign company in Russia
• In addition to a strong Account Managers team you will receive an
excellent support from our best people as well as Edelman’s experts
from dedicated strategic group of counselors
• Both MARS and WRIGLEY accounts will be managed by one team. It
will help to avoid conflict of interests and strengthen brands efforts

64. ELENA
Account Director
ELENA
Account Manager
CLEONA
Account Manager
ANDREY
CorpComms
Expert
ARTEM
Head of PR
Business Unit

65. Artem Davydov
Head of CorporateCommunications PR Business Unit
10 years of experience in communications, 5 years in PRT.
Major brands Artem worked with during his agency career are
MasterCard, MediaMarkt, KIA Motors, Pirelli, Sony Mobile,
Google, Bayer, Unilever.
Before PRT was heading PR departments in one of the
biggest RZHD daughter companies as well as in Kelly
Services CIS – one of the world’s leaders in HR.

66. Elena Selivanova
Account Director
7 years of experience in communications.
Elena joined PRT in 2014 and already proved herself as the
senior manager we had been looking for.
For 5 years she worked in two agencies where she was
heading Panasonic, Electrolux, BMW, Rolls-Royce and
Skolkovo accounts.
Last 2 years she spent in Luxgen company being responsible
for whole external communications.

67. Elena Milekhina
Account Manager
Elena joined PRT 4 years ago. She is one of the employees
raised by the agency. From the very beginning Elena started
to work on automotive accounts (Suzuki, Pirelli, KIA).
Now she is responsible for top media relations as well as
interviews and commentary programs development.
Important to say that Elena is extremely responsible and
self-demanding person with accuracy to details. She
perfectly knows top Russian journalists that helps her to
reach challenging KPI’s set by clients.

68. Cleona Kelyanidi
Account Manager
Cleona also joined PRT in 2014.
For almost 4 years she worked in two major PR agencies
where she was responsible for Merz, GSK and Abbott brands.
During her work at PRT Cleona is responsible for Unilever
and Bayer accounts.
She perfectly knows FMCG, business and general interest
press and is loved for outstanding time management skills
and friendliness.

69. Andrey Chervonsky
PRT Marketing Director, CorporateCommunications Expert
13 years of experience in communications. In PRT for about 5
years. Responsible for client service relations as well as
development of the Corporate Communications Department.
Prior to PRT worked as AccountDirector in Pleon Russia
(BBDO Group) for more than 4 years. Was responsible for
such key group accounts as Korkunov, TNK, Gillette, Baltika
and Pepsi.
The winner of the 1st prize of the International Pravda
Awards for creative approach for Goodyear.

70. Jennifer Petterson
Jennifer leads Edelman’s global relationship with Mars involving 19 countries and five Mars business
segments: Petcare, Chocolate, Wrigley, Drinks and Food. Edelman manages a variety of annual programs and
assignments that include Corporate, Consumer, Digital, Edelman Berland, and Health. Jennifer is also senior
oversight on Wrigley’s global Oral Healthcare Program reaching dental experts in 47 markets around the
world.
She has nearly 30 years of experience building consumer brands with a focus on communications in the areas
of oral health, food and nutrition, and animal health.
Her experience includes the development of Wrigley’s Benefits of Chewing global program, coordination of
an integrated sponsorship with Wrigley and “The Biggest Loser”, a central master narrative for Sara Lee,
boomer program for Y-USA, the launch of Advantage Flea Control with Bayer Animal Health and stakeholder
engagement for Wrigley, Equal, Kraft and Quaker. In animal health, Jennifer spent a decade developing award-
winning programs that educated veterinarians and consumers about Bayer Animal Health products and
services. Additionally, she has counseled Banfield, The Pet Hospital on a public education campaign, managed
issues and store openings for Petsmart, and organized events for 9-Lives Cat Food with Morris the Cat for
humane societies.
Jennifer is accredited by the Public Relations Society of America and has spent the last 26 years living and
working in the U.S. Born and raised in Canada, she is a journalism graduate from Ryerson University in Toronto,
Ontario and a board member for two non-profits: Peer Health Exchange and the Canada-U.S Business Council.
She lives in the Chicago area with her husband, two sons and dog.
Executive Vice President, Mars Global Client Relationship Manager

71. Team SOW
Consulting (including anti-crisis communications),
Client Service, Participation in quarterly meetings
(or more often if necessary), Brainstorms,
Presentation of major reports
General Consulting, Client Service,
Participation in meetings, Brainstorms,
Proposals development
Team lead, Communications with top media, Analytics, Anti-crisis communications, ClientService
(Communications with client), Brainstorms, Proposals development, Reporting, Participation in all meetings
Client-service (Communications with client),
Media-Relations, Press-Events, Interviews and
commentary program, Reporting, Brainstorms,
Participation in all meetings
Client-service (Communications with client),
Media-Relations, Press-Events, Interviews and
commentary program, Reporting, Brainstorms,
Participation in all meetings
2 Account
Executives
Consulting and sharing of Mars
and Wrigley best practices from
around the Edelman network,
quick knowledge and onboarding

72. Agency Compensation

73. 2015
THANK YOU!
WE ARE STORYTELLERS