MOS ESPA Brochure (2008)

1. 1
Strategic PR and marketing consultancy

2. Think global, Act Local

3. Experience
7 Think Global, Act Local
Challenge
9 Because each project is different ...
Approach
11 Mos Espa’s methodology
Projects
15 Lucky Strike
17 Jacques Villeneuve
19 Nelson Piquet Junior
21 Toyota
23 Air Asia
25 Quiksilver
26 Daimler Chrysler
27 Ferrari West Europe
29 BRP
30 Johnnie Walker
31 Eurocopter
33 Triumph
35 Focal JmLab
37 A1GP, WorldCup of Motorsport
38 Intersection
39 Parasite
Results
41 Creative
43 Media coverage
44 Key data
45 Network
Pierre Cardin House, Fashion Shoot Lucky Strike, 2003

4. 7
Think Global, Act Local
Mos Espa is a strategic PR & Marketing Consultancy agency, created in 2003 by Yan Lefort who has drawn
his experience from over 15 years of working in motorsports and specially in Formula One. The agency is
operating both from London and Paris. Expert in the fields of motorsports, automotive, fashion and consu-
mer brands, Mos Espa offers a panel of PR and marketing services : media relations, event management
& hospitality, creative project management, consumer dialogue programs, sponsorship consultancy. The
structure, backed by global network of communication experts and media, has developed it’s USP based on a
lateral approach of executions plans. This model enables us to work through the mix and therefore become
ExPERiEnCE
a potential extension of our client’s marketing department.
Mos Espa est une agence de relations presse, publiques et de conseil en marketing créée en 2003 par Yan
Lefort qui a bâti son expérience en travaillant pendant plus de 15 ans dans le domaine des sports automobiles
et plus particulièrement en Formule 1. L’agence est implantée à Londres et à Paris. Experte dans les domaines
des sports mécaniques, de l’automobile, de la mode et des grandes marques de consommation, Mos Espa
offre un panel de services RP et marketing : relations presse, événementiels, conseil en sponsoring sportif.
La structure, fondée sur un réseau d’experts en communication et média, a développé une méthode de tra-
vail basée sur une stratégie d’approche latérale. Ce modèle nous permet d’agir sur l’ensemble du mix et donc
de devenir une extension potentielle du département marketing de nos clients.
Takuma Sato, Fashion Shoot Malaysia, 2004

5. 9
Because each project is different...
... flexibility and adaptability are the agency’s key strengths. From “one-off” events to long term sponsorship
exploitation programs, we will merge our expertise with our client’s requirements to deliver quality and
bring value to the overall business. To enable this we have developed a methodology which structures
CHALLEnGE
every single approach to our business.
... la flexibilité et l’adaptabilité sont les forces de l’agence. D’un événement ponctuel à l’exploitation à long
terme d’un programme de sponsoring, nous allions notre expertise aux exigences de nos clients pour appor-
ter une véritable valeur ajoutée à chaque projet. Afin de concrétiser cette approche, nous avons développé
une méthodologie qui structure chaque étape de notre travail.
Toyota Pit Stop Challenge, Visual Identity, 2005

6. 11
Client Brief :
understanding
Our approach is the overall
business-led : PR is a objectives
strategic tool which
needs to be integrated
in the marketing mix.
Notre approche
Development
privilégie le business :
of the strate-
Evaluation
les RP doivent devenir gy in line with
un véritable outil the client’s
stratégique et être objectives
intégrées dans le mix
APPROACH
marketing.
Execution
Proposal
and/or im-
Submission /
plementa-
Client
tion of the
Approval
campaign
Our PR strategies have
the potential to support
the entire Brand Mix and
work through the line
to maximise consumer
reach and ROI.
Nos stratégies de
communication ont
la capacité d’appuyer
l’ensemble du mix de
la marque, maximi-
Comm. Price Place Product Packaging
sant ainsi le retour sur
& PR
investissement de nos
clients.

7. 13
PROjECTs
Bonneville - USA, Fashion Shoot Lucky Strike, 2004

8. Lucky strike 2000-2006
15
Global F1 sponsorship exploitation program management.
Marketing and communication projects from concept to implementation.
Management et exploitation du programme de sponsoring international de Lucky Strike en F1.
Projets de communication et marketing du concept à l’implémentation.
Pierre Cardin House, Fashion Shoot Lucky Strike, 2003

9. jacques Villeneuve
17
2003-2005
Personal and sports PR, marketing strategies, image buiding (international program).
RP personnelles et sportives, stratégies marketing, gestion d’image (programme international).

10. nelson Piquet junior 2003-2005
19
Personal and sports PR, marketing strategies, image buiding (international program).
RP personnelles et sportives, stratégies marketing, gestion d’image (programme international).

11. Cocktail apéritif « Etoile »
Toyota 2005-2006 Air Asia 2007
amuses bouches
21
starters marinated salmon and cucumber w/ dill
cherry tomatoes and mozzarella
avocado cream and tomato coulis
shrimps, pineapple curry
Thaï beef with mushrooms
Sushi Bar with sushi Chef
salmon
sea-breem
Consultancy for Toyota F1 Team : F1 involvement exploitation strategies and activation tool box. Exploitation of Air Asia’s Williams F1 sponsorship.
Tuna
Tamago
Consulting pour Toyota F1 Team : exploitation et activation de stratégies
a selection of maki
Exploitation du programme de sponsoring d’Air Asia pour Williams F1.
de développement en F1, outils de communication. main courses chicken curry with side of white rice
salmon steak marinated in soja sauce
with lime butter and mashed potatoes
EAT
gourmandises white cheese with red berries
”minestrone” fruits salad
chocolate mousse
cannelés à la bordelaise
financier
Life-size chocolate fountain surrounded
by fresh fruits skewers and marshmallows
Toyota Pit Stop Challenge Party, L’Etoile Paris, 2005 Air Asia’s 2008 Calendar, Fashion Shoot with Wiliams F1 Team

12. Quiksilver 2005-2007
23
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TE
S LET
N EW Activation of Quiksilver’s brand presence in F1. Management of the Fernando Alonso’s sponsorship.
Activation de la présence de la marque Quiksilver en F1. Management du contrat de sponsoring de Fernando Alonso.
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13. Daimler - Chrysler 2006-2007 Ferrari West Europe 2006-2007
25
Consulting for Daimler-Chrysler’s PR Agency (Dodge, Chrysler and Jeep Media Launches). Consulting for Ferrari West Europe’s PR Agency (Ferrari’s 60 years, Rallyes ...)
Consulting pour l’agence RP de Daimler-Chrysler (Lancements de produits Dodge, Chrysler et Jeep). Consulting pour l’agence RP de Ferrari Europe de l’Ouest (60 ans Ferrari, Rallyes ...)
Ferrar
i West
Europe
ROAD
BO OK
Chrysler Sebring
Road Book
Saint Tropez / Mar
s 2007

14. BRP 2006-2007
27
Invit
ation
BRP PR agency : International launch of Can-Am Spyder and
Can-Am DS450.
Agence RP de la marque BRP : Lancement international du Can-
Am Spyder et du Can-Am DS450.
Paris International
Motorcycle Show 2007
BRP would like to invite you to discover the complete 2008 range, which
includes the matchless DS450, the Renegade 500, the Renegade X and the
Outlander’s range exciting new look.
The unique and mighty Spyder will also be present on the BRP stand.
For this special occasion a cocktail reception will be served on
Friday 28th of September at 18h00 on the BRP Stand (Hall 1 - Allée B)
International pre
sentation
and test-drive of
the DS 450
Saturday 29 Septem
ber 2007: BRP invite
you to meet at 09.00
at Porte de Versailles
- Gate L entrance of
the Mondial du 2 Rou
where a bus will take es
you to the private test
track.
Programme: DS 450
trials, demo-ride, pho
to shoot, lunch, etc.
The event will be atte
nded by professional
drivers.
Return to Porte de Vers
ailles around 18.00
Can-Am Spyder International Launch in San Diego, 2006.

15. johnnie Walker 2007 Eurocopter 2004-TO DATE
29
Launch and implementation of the “International Responsible Drinking Ambassador” programm with Mika Häkkinen. Corporate VIP hospitality project management on F1 Grands Prix.
Lancement et implémentation du programme “International Responsible Drinking Ambassador” avec Mika Häkkinen Management de projets d’accueil de VIP sur les Grands Prix de F1

16. Triumph 2005-TO DATE
31
Triumph Motorcycles PR Agency (French market) : media relations, events (Mondial du Deux
Roues), product launches, brand synergy projects.
Agence RP de Triumph Motorcycles (marché Français) : relations avec les média, événements
(Mondial du Deux Roues), lancement de produits, synergies.
Triumph by Zadig & Voltaire Project, 2008

17. Focal jMlab 2005-TO DATE
32 33
Focal JmLab PR Agency : media relations, events, product launches, partnerships ...
Agence RP de Focal JmLab : relations avec les média, événements, lancement de produits, partenariats ...

18. A1GP WorldCup of
,
35
Motorsport 2005-TO DATE
Head of marketing and communications for 15 teams competing in the A1 GP championship.
Sponsorship consulting. A1 Team France’s PR agency (events, partnership & sponsoring deals, press and public relations).
Direction du marketing et de la communication de 16 équipes en compétition dans le championnat A1 GP et consulting en sponsoring.
Agence RP de l’A1 Team France (événements, contrats de partenariat et de sponsoring, relations presse et publiques).

19. intersection 2007-TO DATE Parasite 2008-TO DATE
37
Intersection magazine’s press office. Motorsport partnership consulting and exploitation program with A1 Team France.
Agence de RP du magazine Intersection. Consulting en partenariats dans les sports automobiles et exploitation du programme avec A1 Team France.

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REsULTs
39

21. creative
41
BAHRAIN 01
PREVIEW
I am very proud to have number 1 on the car ! It is the
maximum you can achieve in motorsport, one of the
moments you dream about your entire career. I have
achieved that, but it doesn’t mean I have no more
ambitions. So my only goal is to win the title again !
POST RACE
design events edition packaging
This was a good, fighting win. There was a funny incident
in the earlystages, after that though, things went smoothly.
I think the competition is a little bit closer than we thought
overall, but this is the perfect start for the season.
TURKEY 14 ITALY 15
PREVIEW
This will be one of the season’s important
races. I’m feeling very positive. I am in
the position where everybody wants to be PREVIEW
- leading the championship. In front of the Ferrari fans, my motivation
is at its peak. I absolutely want to beat
POST RACE them and win the championship !
It has been a fantastic weekend for us in
regards to the championships. But we must POST RACE
be realistic and realise that Ferrari is on a I feel disappointed with what happened
different level. I didn’t think we had done over the weekend, and the retirement.
well enough, but this second place in front But the team and myself, we are 100%,
of Michael is worth its weight in gold. no, 110% certain that we will do it.
Quiksilver & Fernando Alonso
EYEWEAR COLLECTION
ITA
AKKA DAKKA
SOUL ARCH ALONSO
WIZ ALONSO
2003FIA W ORLD CHAMPIONS
F1
DRIVERS’
W ORLD CHAMPIONSHIP CON STRUCTORS’ ORLD CHAMPIONSHIP
W
POSII N
TO DRI E
VR T AM
E POI T
NS POSII N T AM
TO E POI T
NS
1st Kimi Räikkönen McLaren 16 1st McLaren 26
2nd David Coulthard McLaren 10 2nd= Renault 16
3rd= Juan Pablo Montoya Williams 8 Ferrari 16
Michael Schumacher Ferrari 8 4th Williams 14
Jarno Trulli Renault 8 5th Sauber 4
Fernando Alonso Renault 8 6th Lucky Strike B·A·R Honda 2
Rubens Barrichello Ferrari 8
INTERLAGOS • BRAZIL 2003
8th Ralf Schumacher Williams 6
2003
9th Heinz-Harald Frentzen Sauber 3
10th Jenson Button Lucky Strike B·A·R Honda 2
ZIL
RA 11th Nick Heidfeld Sauber 1
S•B
GO
RLA
INTE

22. media coverage
43

23. key datas network
45
media contacts worldwide
39
lucky strike spontaneous brand
awareness rose from 6 to 39 %
between 2001 and 2006
50
80% of our a1 teams are now
founded at 50% of their total
budget
euros : average media value per
client per month
more than 20 brands have trusted
mos espa so far
consultants and experts (graphists,
designers, webmasters, press officers...)
are working on mos espa’s projects
700 000 000
a1gp broadcasts reach 700 000 000
homes in the world

24. 47
Yan Lefort - managing director
Siège Social | mos espa sarl 17, rue Notre Dame des Victoires | 75002 Paris | FRANCE | mos espa ltd 27 Lewisham High Street | London SE135AF | UK
Bureau | mos espa | 100, rue d’Aboukir | 75002 Paris | France | T. F.+33 (0) 1 40 35 61 15 | P. + 33 (0) 6 25 40 20 52 | M. yan@mos-espa.com | W. www.mos-espa.com