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MEET MSLGROUP
Public Relations Agency Request for Information
Submitted for Canon U.S.A., Inc.
August 29, 2014
2
HELLO – IT’S NICE TO MEET YOU
Thank you for the opportunity to tell you more about us
and our work. We think MSLGROUP and Canon are the
perfect fit because we have the right team with the
experience that you need.
Our work with PayPal forever changed the checkout and
reinvigorated their brand in a highly competitive category.
We know how to jump on trends to garner broad media
awareness. We embraced binge-watching to help Netflix
gain awareness and market share. Our amplification of
‘The Efficient Workplace’ campaign drove inquiries and sales
for Kimberly Clark Professional.
For GE Healthcare we made the smallest ultrasound device
a ‘must have’ for doctors and we got media excited about
landscape print technology. We made Oral-B stand out in a
crowd, while clearing the runway for a technology that will
reshape the way we fly. And that was just in the last 24 months!
How did we do this? We dive deep to truly understand the
business of our clients and we always look for ways to make it
better. We are storytellers and problem solvers. We know how
to move the needle. And we would like to do all this for you.
We believe in Canon. We use Canon products every day. Our
team delivers strong ROI, drives product sales and builds
product awareness and stakeholder engagement each and
every day. And we can do the same for you.
We are ready. Put us to the test.
Kas Rigas
Practice Director, Consumer
kas.rigas@mslgroup.com
646.500.7788
3
MSLGROUP SNAPSHOT
Name of Firm
Address
Team Lead
Contact Information
Website URL
Date
MSLGROUP
North American HQ and lead office
where we’d service the account:
375 Hudson Street
New York, NY 10014
Kas Rigas
Practice Director, Consumer
kas.rigas@mslgroup.com
646-500-7788
www.mslgroup.com
August 29, 2014
44
Agency Credentials
Capabilities Within Key Business Areas
Agency Services Overview
Business Operations
Our Clients
Measuring Success
Hyper-Relevant Case Studies
3 Key Category Trends
Mad Libs, Tweets and Other Fun Stuff
Our Experienced Team
Final Words
WHAT’S INCLUDED
4
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AGENCY CREDENTIALS
5
WE ARE PART OF PUBLICIS
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The world’s third largest communications group, Publicis Groupe employs approximately
50,000 professionals in 104 countries and offers local and international clients a complete
range of marketing, digital and communications services.
MSLGROUP is the flagship communications and engagement company in the Publicis Groupe.
MSLGROUP NORTH AMERICA AT A GLANCE
One of the world’s leading public relations firms
INTEGRATEDCOMMUNICATIONSCAMPAIGNEXPERTISE
125+PEOPLE
DEEP HEALTH
SECTOR EXPERTISE
ONE OF THE LARGEST TECHNOLOGY
PR PRACTICES IN NORTH AMERICA
130
50
AWARDS ACROSS
NORTH AMERICA
DIGITAL AND SOCIAL MEDIA SPECIALISTS
MEDIA EXPERTS
CORPORATE
COMMUNICATIONS
PRACTITIONERS
STRONG FOOTPRINT
11 OFFICES
600 PEOPLE
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8
PARTNERING WITH THE WORLD’S BEST
Work with over 25% of the top 100 most valuable global brands.
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CAPABILITIES WITHIN
KEY BUSINESS AREAS
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10
RELEVANT AGENCY CAPABILITIES
WE ARE TRUSTED
ADVISORS.
We understand how today’s communications
landscape can be both a challenge as well as
provide new opportunities for reaching and
engaging audiences critical to your business.
MSLGROUP has deep experience in Canon’s
key areas of business.
Our Canadian team was challenged with moving former client
Fujifilm’s brand perception away from being affordable and low-
tech. The team drove a top-tier media review and influencer
program supported by key sponsorships.
250 million media impressions
In one year, market share increased by six percent
Purchase consideration increased 14%, an industry best
IGNITING TECH CONVERSATIONS WITH
CONSUMERS & BUSINESSES
CAMERA LAUNCHES AND DRIVING
CONSUMER PREFERENCE:
WE’VE DONE BOTH.
THOUGHT LEADERS MOVING TECHNOLOGY
TO THE FRONT OF THE CONVERSATION.
THE RESULTS
No one better understands how to move innovations like big data,
the connected consumer and cloud computing to the forefront of the
conversation like MSLGROUP.
We understand the bits and bytes, but more importantly we translate
those technical advantages into market and consumer benefits that boost
engagement, sales and market and brand leadership.
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CAPABILITIES
CAPABILITIES
12
COUNTER THE NEGATIVE
AND ADD TO THE POSITIVE TO
BUILD STRONG, ACCURATE
REPUTATIONS.
Leverage a full array of strategies including
thought leadership, issues management, financial
communications, CSR, community relations, “C-Suite”
media and speaking visibility and employee engagement.
ENHANCING & PROTECTING
CORPORATE REPUTATION
CAPABILITIES
13
WE CHANGE PERCEPTIONS,
LAUNCH OWNABLE PLATFORMS
AND SET CLIENTS UP FOR
SUCCESS IN VERTICAL MARKETS.
Proven experts in working with industry and category
leaders to elevate market position, establish thought
leadership and engage key influencers.
BUILDING B2B BRANDS AS
CATEGORY LEADERS
CAPABILITIES
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MARKETING IMAGING TECH
TO HEALTHCARE SYSTEMS
WE INFLUENCE STAKEHOLDERS–
FROM CLINICIANS AND
DEPARTMENT HEADS TO VALUE
ANALYSIS COMMITTEES.
We have intimate knowledge of the decision-making
process by stakeholders inside hospitals and healthcare
systems. Our initiatives are planned with pivotal medical,
work-flow and institutional economic considerations.
We’ve driven awareness and adoption of solutions from
clinician-preferred medical devices to capital-intensive
imaging systems.
CAPABILITIES
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ENGAGING CONSUMERS TO
INCITE ACTION
THROUGH TRADITIONAL AND
EMERGING CHANNELS, WE FUEL
WORD-OF-MOUTH TO DRIVE
PURCHASE AND ENGAGEMENT.
We are storytellers for some of the world’s most beloved
brands, including Proctor & Gamble, The Home Depot and
Coca-Cola.
Whether attracting a new consumer base, launching a
product or brand campaign, or reinvigorating a heritage
brand, we shape stories that connect with consumers.
CAPABILITIES
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DRIVING DIGITAL INFLUENCE
DIGITAL. INTEGRATED.
EVERYWHERE.
We make sure your story is heard by the right people
and most importantly — that it is shared.
Our team understands the technology ecosystem, how
to engage social communities and keeps a finger on the
social and digital pulse. We leverage influencers who
shape the way people share, behave and purchase.
CAPABILITIES
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GUIDING CORPORATE CITIZENSHIP
WE PUT PURPOSE AT THE
CENTER OF BUSINESS.
We work where business strategy, corporate reputation,
sustainability, citizenship and creative communications
meet — creating strategies and stories for the world’s
leading purpose-led brands.
Our methodology starts with identifying a shared purpose
with stakeholders. Then we focus on developing platforms
and programs designed to bring people together and fuel
interest. We spark participation through multi-channel
storytelling.
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AGENCY SERVICES OVERVIEW
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COMPREHENSIVE SET
OF SERVICE OFFERINGS
In the pages ahead, we dive deeper into the five services most relevant to helping Canon achieve its objectives.
Issues
Management
Research &
Insight
Mobile
Marketing
Word-of-Mouth
Marketing
Creative
Services
Real-Time
News Center
Measurement
& Analytics
Tradeshow /
Experiential
Marketing
Content
Creation
Public Affairs
Media
Relations
Spokesperson
Branding
Cause
Marketing
Multicultural
Marketing
Entertainment
Marketing
Influencer
Engagement
SERVICES
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CONTENT CREATION
WE HELP OUR CLIENTS THINK
AND ACT LIKE PUBLISHERS.
Brands have the opportunity today to tell authentic
stories through owned, earned and paid channels. We
build brands, promote products and enhance reputations
with our content-centric approach.
We offer a complete range of creative content
development, distribution and management services.
We transform our clients’ stories into measurable
social interactions and audience engagement through
authentic and dynamic communications — internally,
locally and globally.
SERVICES
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MEDIA RELATIONS
OUR GOAL IS TO GARNER NOT
JUST QUANTITY OF COVERAGE,
BUT QUALITY COVERAGE.
With 50 media professionals across North America,
we have one of the largest media departments
in the business.
Our media team is comprised of former reporters and
producers from ABC, CBS and CNN. They hold personal
one-on-one relationships with hundreds of top-tier,
agenda-setting reporters, with specific consumer and B2B
technology expertise.
SERVICES
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REAL-TIME NEWS CENTER
SEIZING TRENDS, BRINGING
BRANDS INTO THE
CONVERSATION.
To ensure our clients are always top-of-mind, we employ
real-time news jacking with our always-on “Real-Time
News Center,” which functions just like a newsroom.
Our media specialists work as part of an integrated
team with dedicated experts in digital/social; strategy
and planning; content creation; paid media; and data and
analytics to identify trends and create opportunities to
insert our clients into popular conversations.
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INFLUENCER ENGAGEMENT
WE HAVE RELATIONSHIPS WITH
THOUSANDS OF HIGH-IMPACT
INFLUENCERS THAT WE
LEVERAGE TO INFORM,
INSPIRE AND ENGAGE.
We engage influencers who, by the power of commentary,
endorsement and advocacy, are reshaping the way people
connect, engage in conversation, share information and make
purchasing and behavioral decisions.
MSLGROUP can help Canon institutionalize dialogue
and relationship-building throughout its network of
influencers to create direct or implied endorsements
through their content.
SERVICES
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TRADESHOWS & EXPERIENTIAL MARKETING
CES, TED, SXSW: WE DO IT ALL.
We craft breakthrough experiences at top tradeshows and
events. Our approach relies on four guiding principles to
create impactful engagements:
Relevant: Our experiences are hyper-targeted for our core audience.
Valuable: We strive to make interactions a beneficial value exchange
between the brand and the customer.
Sustainable: We help spark relationships between brands and
customers.
Memorable: We help brands make a lasting impression through
visuals and experiences that stand out from the competition.
SERVICES
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BUSINESS OPERATIONS
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OUR CLIENT ENGAGEMENT MODEL
WE PUT OUR CLIENTS AT THE
CENTER OF EVERYTHING WE DO.
We bring the best teams together, regardless of location – designed
specifically around your business needs and objectives. Your account
team will be organized in three high-performing and integrated teams:
Account Strategy Team. Led by your overall account leader (Client
Engagement Director). Other strategic leaders include: Financial Director,
Creative Director and Senior Technology Advisor (Executive Sponsor).
Consumer Tech Activation Team. Led by a seasoned consumer
marketing expert dedicated to driving consumer engagement,
consideration and purchase.
Corporate/B2B Activation Team. Focused on corporate reputation and B2B
marketing. This team leader has a long history of building business brands
in key verticals — as well as enhancing and protecting their corporate
reputation.
Your account will be based in New York, housed in our Consumer Tech Practice with support from Consumer and B2B tech experts from Boston and San Francisco.
BUSINESSOPERATIONS
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BILLING. PRICING.
STAFFING.
TITLE HOUR RATE
Managing Director $500
Practice Leader $350
Senior Vice President $325
Vice President $300
Senior Account Supervisor $235
Content Producer $235
Social Strategist $235 / $300
Account Supervisor $225
Senior Account Executive $200
Account Executive $180
Associate Account Executive $150
Account Associate $115
We work most often on a retainer basis, particularly in AOR
assignments or if we are on a roster of agencies and assigned to
handle a specific scope of work.
In project-based scenarios, all costs are estimated in advance.
We will provide detailed estimates of our staff time and OOP
expenses to Canon.
In general, our pricing is based on the hourly billing rates of the
professionals doing the work.
BUSINESSOPERATIONS
STAFF TURNOVER RATIO
The industry average is 25 percent, MSLGROUP fell within that range in 2012 and 2013.
Of note, nine percent of those who choose to leave MSLGROUP “boomerang”
back at some future date.
MSLGROUP in North America is
proud to rank among the 2014
TOP PLACES TO WORK IN PR.
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OUR CLIENTS
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COMPANY WE KEEP
We’ve serviced multiple clients across Canon’s key categories over the last three years. Due to client confidentiality, we
cannot disclose specific budget values, but we can provide a general range for above and below $1MM in agency fees.
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CLIENTS
Client Tech B2B Consumer Medical 1MM+Corporate
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For Brother International, we have handled
project work in the following business
areas: SOHO, small business and SMB/
Enterprise, inkjet AiO printers, monolaser
printers, monolaser AiO, color laser
printers and AiOs, solutions for SMB
(hardware, software for MPS, security
and vertical applications), fax machines,
scanners: mobile, compact and high
volume, and document management and
workflow optimization solutions.
POTENTIAL CLIENT CONFLICTS
We represent Samsung’s Visual
Display B2B division and we see
no overlap with Canon’s portfolio.
CLIENTS
MSLGROUP has a long and successful track record of managing potential conflicts between brands who operate
within the same or adjacent categories. We are thrilled at the opportunity to represent Canon and confident
in our ability to reach a mutually satisfactory approach. We welcome further discussion if desired.
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MEASURING SUCCESS
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MEASUREMENT METHODOLOGY
WE ENGAGE OUR
STRATEGY TEAM AT
THE ONSET OF PLANNING.
HERE’S HOW:
1. Understand the objectives.
	 Custom plan built based on business objectives.
2. Holistic measurement plan.
	 Metrics for all steps required to achieve objectives/outcome.
3. Identify data feeds for the measurement plan.
	 Proprietary, third-party and client-sourced data .
4. Results drive planning.
	 Real-time measures to optimize the plan in-progress and
	 inform future campaigns.
We are constantly learning and optimizing both within a
planning cycle and also between planning cycles.
MEASURINGSUCCESS
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WE GIVE DATA A VOICE
DATA SOURCES
Our measurement plan not only measures the
overall campaign effectiveness — it measures
the impact of each tactic.
DATA TRANSLATION
We turn raw data into actionable intel
and insights.
Did the target hear you?
Did it change how they think?
Did it solve your challenge?
Efficiency
Effectiveness
Objectives/
OutcomeEXPOSURE
Impressions
Eyeballs
Coverage
ENGAGEMENT
Traffic sources
Click-through
Opens
Downloads
Call center calls
Sales calls
Attitudinal changes
Awareness
Consideration
Purchase intent
Perception changes
Reputation
New business
proposals
Behavior
Sales
Share price
Canon Proprietary Third-Party
Sales information
Call center volumes
Brand tracking
Proposal volume
Sales meeting volume
Influencer mapping
Dynamic influencer
Real-time newsroom
Reputation index
Sentimeter
Media Vendors
MEASURINGSUCCESS
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HYPER-RELEVANT CASE STUDIES
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OVER THE LAST 24 MONTHS, WE’VE BEEN BUSY GENERATING
STELLAR RESULTS FOR OUR CLIENTS. WE’RE THE TEAM WHO:
Launched the North American Car of the Year for Chevrolet.
Had people dreaming of gargling with Scope Bacon.
Ushered in the next-generation of medicines for Lilly to treat one of the
most pressing health issues of our time.
And cleared the runway for United Technologies to reshape the way we fly.
OUR WORK
We’re delighted to share with you our six most relevant success stories…
SUCCESS STORY 1
HIGHLIGHTING STRATEGIC
AND CREATIVE STRENGTHS
CHALLENGE:
Binge TV watching was seen as a societal
negative, with Netflix to blame. Tasked to
change this perception and position Netflix
as a best-in-class TV content provider.
SOLUTION:
Launched an integrated communications
campaign called “Taking the Bite out of
the Binge” that embraced binge-watching
head-on with third-party survey results and
a partnership with a cultural anthropologist.
Strategy drove top-tier media and content
results that reinforced Netflix as a thought
leader in the TV space and reprogrammed
the way media and consumers view
“the binge.”
RESULTS:
Garnered more than 225 unique
stories in influential top-tier media.
More than 1 billion
media impressions.
Roughly 95% positive sentiment
surrounding key messages.
Increased satisfaction among
subscribers to all-time high of 66%,
up from 62% one year prior.
Reinvented the binge-watching
trend as one to own vs. avoid.
We provide global strategic counsel and thought leadership, industry trend-spotting,	
brand ambassador relations, media relations, as well as creative insight and production.
We have conducted project work with multiple product lines and categories.
CHALLENGE:
Amplify the Brother P-touch 25th
anniversary by showcasing the diverse
uses for the label maker.
SOLUTION:
Engaged passionate P-touch users to share
their favorite labeling experiences for 25
days via interesting, creative and inspiring
stories in paid, earned and owned channels.
RESULTS:
Total placements to date: 1,505.
Total impressions to date: 113.2
million.
Native impressions: 227.3 million.
CTR: 1.40%
SUCCESS STORY 2
DELIVERING EXCITEMENT
FOR A MATURE PRODUCT
We have conducted project work with multiple product lines and categories.
CHALLENGE:
Get noticed for a new printing technology in
a highly cluttered, yet low-interest category. 
SOLUTION:
MSLGROUP garnered coverage with
lifestyle, tech and design media via a New
York Times exclusive, editor preview event
and robust reviewer program.
RESULTS:
440 placements (2x more than
traditional product launches).
144 million impressions.
500K tweets from tech media and
influencers.
Contributed to the printer being the
top-placed and top-selling inkjet
for the brand for two years.
SUCCESS STORY 2
INCREASING AWARENESS
FOR A NEW INNOVATION
CHALLENGE:
Help safety managers, production managers
and others find ways to be more efficient,
productive and safer on the manufacturing
floor.
SOLUTION:
Introduced an integrated marketing
platform called “The Efficient Workplace” to
uncover and highlight hidden opportunities
in the workplace.
RESULTS:
1,534 new leads to KCP.co.uk from
limited digital Demand Gen.
408 active leads visiting site in
30-day time period; 99 moved
to “prospects”.
38% of media coverage comprised
of thought leadership articles on
safety and efficiency topics
(against goal of 25%).
Began partnership in 2013, delivering integrated programs for manufacturing/industrial
and health/wellness business lines.
SUCCESS STORY 3
DELIVERING STRONG
ROI TO BUILD SALES,
AWARENESS AND ENGAGEMENT
CHALLENGE:
Introduce Vscan, the world’s smallest
ultrasound device from GE Healthcare, and
build adoption for this new product and
category within the healthcare industry.
SOLUTION:
Executed a global campaign to position
Vscan as a “must-have” tool for physicians,
as indispensable as the stethoscope.
Launch included research and briefings
with business leaders, product managers
and KOLs to set the stage for cohesive
communications that included customized
multi-media content assets and an
integrated media campaign.
RESULTS:
More than 30 U.S. reporters
briefed on Vscan.
60+ million people reached via
on-message media stories.
25x increase in social media
mentions at launch.
Established category for
pocket-sized ultrasound.
Vscan becomes a proxy for
mobile health trend.
Our seven-year relationship with former client GE Healthcare involved multiple product lines
and categories. Our team supported major trade shows such as RSNA and the launch of the
“healthymagination” campaign.
SUCCESS STORY 4
INCREASING BUSINESS
CUSTOMER ENGAGEMENT
CHALLENGE:
Despite growing revenues and launching 58
innovations in 18 months, PayPal continued
to be criticized for lack of innovation as
start-ups aggressively attacked it in the
marketplace.
SOLUTION:
“Under the Hood” program showcased
PayPal’s engineering and service
innovations as well as spotlighted the
executive leadership and talent across the
company. Bolstered executive meetings
with access to key survey results, smaller
pieces of news, or moment-in-time trends
to create urgency for a story.
RESULTS:
More than a dozen stand-alone
stories “resetting” innovation
perception breakthroughs
and growth.
New found faith that PayPal is
fending off competitors.
Revenues accelerate 20% year
over year.
AOR in the Americas, handling strategic public relations, experiential events and
social and digital for merchant, consumer and developer audiences.
SUCCESS STORY 5
STANDING OUT IN A HIGHLY
COMPETITIVE CATEGORY
CHALLENGE:
Announce the Oral-B SmartSeries — the
world’s first interactive electric toothbrush
— just weeks after a startup unveiled a
similar product with considerable fanfare.
SOLUTION:
Capitalized on global macro trends — the
Quantified Self, Internet of Things and
Bathroom Technology — to announce the
toothbrush at Mobile World Congress.
Secured a global exclusive with Reuters to
set the business foundation story, developed
a connected bathroom exhibit at Mobile
World Congress to highlight the innovation
and neutralize skepticism, and led dental
trade demos in Europe and NA to drive
vertical awareness.
RESULTS:
3.5 billion media
impressions globally.
1,000s of media, influencer and
tech early adopter demos.
SOV regained and stage set for
market launch.
A client for more than 30 years, P&G is our largest integrated account model.
We service 60+ brands in 19 global markets and 19 brands in North America.
SUCCESS STORY 6
BEING THE TALK OF THE SHOW
43
CHECK OUT OUR HIGHLIGHTS REEL
click here
Password: Canon
(case sensitive)
If unable to click through,
please type into browser:
https://vimeo.com/104547587e)
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3 KEY CATEGORY TRENDS
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All aspects of Canon’s markets are
in the midst of a transformation from
managed print services to managed
content services. Printing less is an
irreversible trend, however that doesn’t
diminish the growing need to access
and share high quality, image-based
information anywhere, at any time, and
increasingly, on any device.
Disposable income for technology
is spent first and foremost on
smartphones and tablets. The average
American owns four devices. One
hundred hours of video are uploaded
to YouTube every minute. Hundreds
of millions of photos are uploaded to
Facebook every day. The proliferation
of a camera in every hand, at every
moment, continues to dramatically
shape the photography and video
markets, driving differentiation
for camera manufacturers to wi-
fi connectivity, lenses (long optical
zooms) and large image sensors
(quality).
1. Managed
	 Content
	 Services
2. Smartphone
	 Boom Changes
	 the Picture
3. Baby Boomers
	 Transform
	 Healthcare
THREE TRENDS THAT WILL HAVE THE GREATEST IMPACT ON THE CONSUMER ELECTRONIC
AND PRINTING BUSINESS IN THE NEXT FIVE YEARS
Seventy-six million aging baby boomers
are transforming the U.S. healthcare
system, driving massive innovation
and technology adoption in order to
dramatically speed the delivery and care,
maximize staffing and reduce costs.
(Not to mention the clinical benefits.)
A core element of these efforts is
the accuracy and workflow of digital
information—ranging from EMRs to
digital radiography—as part of an overall
effort to create a “real-time” healthcare
system (RTHS).
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MAD LIBS, TWEETS AND
OTHER FUN STUFF
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WHY MSLGROUP
BENCH STRENGTH
A passionate and powerful team with deep market expertise in
consumer, health, technology and enterprise/B2B. Seasoned
leaders – relentlessly committed to delivering best ideas and
flawless execution.
INNOVATION JUNKIES
We work with technology, healthcare and energy companies of all
sizes to promote the innovations that transform business, power
connected consumers, and even save lives and the planet. We
love what we do…helping people relate, respond and remember
— inspiring emotional connections, sparking conversations and
influencing decisions.
BRAND BELIEVERS
We are believers in Canon, personally and professionally.
We use your products every day.
Together we can make a huge difference.
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CANON IS…
ONE OF THE WORLD’S MOST INNOVATIVE COMPANIES,
TRUSTED TO CAPTURE AND SHARE IMAGES OF
OUR MEMORIES, WELL-BEING AND THE WORLD AROUND US.
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@MSLGROUP is f/2.8 at any distance. Creative
insights. Flawless execution. Wow business impact.
Will #bringit for @CanonUSAImaging
WHY MSLGROUP SHOULD MAKE IT TO THE FINALS
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MSLGROUP CULTURE
LEAPING FORWARD. STRETCHING UPWARD. GOING BEYOND.
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OUR EXPERIENCED TEAM
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Experience
Trusted advisor with broad consumer product, reputation
management, brand-building and launch experience in industries
as diverse as technology, manufacturing, travel and CPG
Worked with Novartis and Microsulis to generate awareness for
lifesaving medical devices
Delivered the message of advanced German engineering for BMW
technology communications
Helped Brother break through to consumers with strong lifestyle
media coverage
Worked to reinvigorate and rebrand Miami as a world-class
destination
Created consumer engagement strategy for Subaru and drove
unprecedented sales
Notable Recent Client Success
Orchestrated the launch of Emirates
Airline in the United States and
helped build its reputation as
the top airline in the world.
Personal POV on delivering outstanding client service:
I am passionate about extraordinary client service and as your client engagement director, I will strive to be Canon’s most trusted
advisor and source of unbound creativity. I see myself as a communications architect and master storyteller. One of my greatest
strengths is connecting and motivating teams to develop market-leading strategies that deliver strong ROI. I’m relentless in my
pursuit of program effectiveness and believe in insight and foresight so we are constantly improving.
KAS
RIGAS
Team Leader
Senior Counselor
Tenure at MSL:
1 year
Fun Fact:
A proud
Canadian
living on
Long Island
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BRYAN
SCANLON
Executive Sponsor
Senior Tech Counselor
Tenure at MSL:
16 years
Experience
Deep technology communications experience in moving innovation to the forefront of
the conversation
Brought Red Hat from the basement to the boardroom, establishing market
leadership and transformation of the server industry
Created and boosted many technology brands in enterprise
and consumer sectors, including Symantec, United Technologies and VMware
Canon brand loyalist, with three cameras and many lenses
Notable Recent Client Success
One of the architects of PayPal’s
innovation renaissance.
PEGGY
CARLTON
Activation Leader
Corporate/B2B
Tenure at MSL:
8 years
Seasoned professional in technology, consumer brands and entertainment
marketing
Currently account director for Brother International Corporation’s line of printers,
all-in-ones, scanners and P-touch label makers
Stakeholder engagement expert, overseeing partnerships and M&A, plus speech-
writing and message training for company executives
Recently managed a partnership which surpassed all goals towards positioning
Brother as a leader in the small business sector
Client-side experience at Konica, responsible for PR, advertising and trade shows
for its camera, film and photo-finishing divisions
Experience Notable Recent Client Success
Connected Brother with hundreds
of thousands of small business
owners helping increase productivity
and efficiency.
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JON
CUNNINGHAM
Activation Leader
Consumer Technology
Tenure at MSL:
3 years
GABBY
GUGLIOCCIELLO
Media Strategist and
Influencer Relations
Tenure at MSL:
3 years
Experience
Marketing communications and brand-building expert in consumer technology
Trusted advisor to some of the world’s biggest companies and brands including
Amazon, Electronic Arts, Expedia, Microsoft, Nike, P&G and Unilever
Launched Microsoft’s Xbox, Xbox LIVE, Xbox 360 and games franchises including
Halo, overcoming PlayStation’s dominance of the video game industry
Developed corporate media strategy and messaging, counseled C-suite and led top
tier media relations for Microsoft’s digital advertising business
Keen amateur photographer, having attended courses at London’s Central Saint
Martins and New York’s School of Visual Arts
Experience
Expert in shaping media strategies to advance brands from technology and industry
outlets to mainstream lifestyle media and influencers
Seasoned professional in announcements, review programs and events for major
technology brands and startups
Broad and deep technology knowledge, from 3D TVs to 3D printing, fitness trackers
to scanners and printers
Trade show and event veteran, having represented companies including Samsung,
Microsoft and Brother at CES
Most recently orchestrated consumer tech challenger Jawbone’s category-changing
product launches for UP24 and MINI JAMBOX 4
Notable Recent Client Success
Led the launch of P&G’s first
connected product, the Oral-B
SmartSeries toothbrush, at
Mobile World Congress.
Notable Recent Client Success
Developed the media strategy to
launch Wink, a new connected home
technology platform, resulting in
national media coverage that
shaped the debut of the company.
BACKED BY DEEP BENCH STRENGTH
55
Strategy
Consumer
Technology
Media
Relations
B2B Social / Digital Health
Research &
Analysis
Renee
Wilson
Global Chief
Client Officer
David
Weinstock
Creative
Director
Jennifer
Butler
Alan
Danzis
Marcy
Massura
Erin
Dorr
Allan
Dib
John
Gillooly
Louise
Thach
Rich
Mitchell
Ross
Levanto
Tracy
Siegel
Jayme
Maniatis
Aleisia
Gibson-Wright
5656
AND LASTLY…
56
5757
A FINAL WORD
Kas Rigas
Practice Director, Consumer
kas.rigas@mslgroup.com
646.500.7788
57
We hope you’ve seen just how much we
have in common.
At the end of the day, we’re both image makers
and tech conversation shapers.
Imagine the possibilities of our partnership.
We look forward to hearing from you.

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Canon presentation

  • 1. MEET MSLGROUP Public Relations Agency Request for Information Submitted for Canon U.S.A., Inc. August 29, 2014
  • 2. 2 HELLO – IT’S NICE TO MEET YOU Thank you for the opportunity to tell you more about us and our work. We think MSLGROUP and Canon are the perfect fit because we have the right team with the experience that you need. Our work with PayPal forever changed the checkout and reinvigorated their brand in a highly competitive category. We know how to jump on trends to garner broad media awareness. We embraced binge-watching to help Netflix gain awareness and market share. Our amplification of ‘The Efficient Workplace’ campaign drove inquiries and sales for Kimberly Clark Professional. For GE Healthcare we made the smallest ultrasound device a ‘must have’ for doctors and we got media excited about landscape print technology. We made Oral-B stand out in a crowd, while clearing the runway for a technology that will reshape the way we fly. And that was just in the last 24 months! How did we do this? We dive deep to truly understand the business of our clients and we always look for ways to make it better. We are storytellers and problem solvers. We know how to move the needle. And we would like to do all this for you. We believe in Canon. We use Canon products every day. Our team delivers strong ROI, drives product sales and builds product awareness and stakeholder engagement each and every day. And we can do the same for you. We are ready. Put us to the test. Kas Rigas Practice Director, Consumer kas.rigas@mslgroup.com 646.500.7788
  • 3. 3 MSLGROUP SNAPSHOT Name of Firm Address Team Lead Contact Information Website URL Date MSLGROUP North American HQ and lead office where we’d service the account: 375 Hudson Street New York, NY 10014 Kas Rigas Practice Director, Consumer kas.rigas@mslgroup.com 646-500-7788 www.mslgroup.com August 29, 2014
  • 4. 44 Agency Credentials Capabilities Within Key Business Areas Agency Services Overview Business Operations Our Clients Measuring Success Hyper-Relevant Case Studies 3 Key Category Trends Mad Libs, Tweets and Other Fun Stuff Our Experienced Team Final Words WHAT’S INCLUDED 4
  • 6. WE ARE PART OF PUBLICIS 6 The world’s third largest communications group, Publicis Groupe employs approximately 50,000 professionals in 104 countries and offers local and international clients a complete range of marketing, digital and communications services. MSLGROUP is the flagship communications and engagement company in the Publicis Groupe.
  • 7. MSLGROUP NORTH AMERICA AT A GLANCE One of the world’s leading public relations firms INTEGRATEDCOMMUNICATIONSCAMPAIGNEXPERTISE 125+PEOPLE DEEP HEALTH SECTOR EXPERTISE ONE OF THE LARGEST TECHNOLOGY PR PRACTICES IN NORTH AMERICA 130 50 AWARDS ACROSS NORTH AMERICA DIGITAL AND SOCIAL MEDIA SPECIALISTS MEDIA EXPERTS CORPORATE COMMUNICATIONS PRACTITIONERS STRONG FOOTPRINT 11 OFFICES 600 PEOPLE 7
  • 8. 8 PARTNERING WITH THE WORLD’S BEST Work with over 25% of the top 100 most valuable global brands.
  • 10. 10 RELEVANT AGENCY CAPABILITIES WE ARE TRUSTED ADVISORS. We understand how today’s communications landscape can be both a challenge as well as provide new opportunities for reaching and engaging audiences critical to your business. MSLGROUP has deep experience in Canon’s key areas of business.
  • 11. Our Canadian team was challenged with moving former client Fujifilm’s brand perception away from being affordable and low- tech. The team drove a top-tier media review and influencer program supported by key sponsorships. 250 million media impressions In one year, market share increased by six percent Purchase consideration increased 14%, an industry best IGNITING TECH CONVERSATIONS WITH CONSUMERS & BUSINESSES CAMERA LAUNCHES AND DRIVING CONSUMER PREFERENCE: WE’VE DONE BOTH. THOUGHT LEADERS MOVING TECHNOLOGY TO THE FRONT OF THE CONVERSATION. THE RESULTS No one better understands how to move innovations like big data, the connected consumer and cloud computing to the forefront of the conversation like MSLGROUP. We understand the bits and bytes, but more importantly we translate those technical advantages into market and consumer benefits that boost engagement, sales and market and brand leadership. 11 CAPABILITIES
  • 12. CAPABILITIES 12 COUNTER THE NEGATIVE AND ADD TO THE POSITIVE TO BUILD STRONG, ACCURATE REPUTATIONS. Leverage a full array of strategies including thought leadership, issues management, financial communications, CSR, community relations, “C-Suite” media and speaking visibility and employee engagement. ENHANCING & PROTECTING CORPORATE REPUTATION
  • 13. CAPABILITIES 13 WE CHANGE PERCEPTIONS, LAUNCH OWNABLE PLATFORMS AND SET CLIENTS UP FOR SUCCESS IN VERTICAL MARKETS. Proven experts in working with industry and category leaders to elevate market position, establish thought leadership and engage key influencers. BUILDING B2B BRANDS AS CATEGORY LEADERS
  • 14. CAPABILITIES 14 MARKETING IMAGING TECH TO HEALTHCARE SYSTEMS WE INFLUENCE STAKEHOLDERS– FROM CLINICIANS AND DEPARTMENT HEADS TO VALUE ANALYSIS COMMITTEES. We have intimate knowledge of the decision-making process by stakeholders inside hospitals and healthcare systems. Our initiatives are planned with pivotal medical, work-flow and institutional economic considerations. We’ve driven awareness and adoption of solutions from clinician-preferred medical devices to capital-intensive imaging systems.
  • 15. CAPABILITIES 15 ENGAGING CONSUMERS TO INCITE ACTION THROUGH TRADITIONAL AND EMERGING CHANNELS, WE FUEL WORD-OF-MOUTH TO DRIVE PURCHASE AND ENGAGEMENT. We are storytellers for some of the world’s most beloved brands, including Proctor & Gamble, The Home Depot and Coca-Cola. Whether attracting a new consumer base, launching a product or brand campaign, or reinvigorating a heritage brand, we shape stories that connect with consumers.
  • 16. CAPABILITIES 16 DRIVING DIGITAL INFLUENCE DIGITAL. INTEGRATED. EVERYWHERE. We make sure your story is heard by the right people and most importantly — that it is shared. Our team understands the technology ecosystem, how to engage social communities and keeps a finger on the social and digital pulse. We leverage influencers who shape the way people share, behave and purchase.
  • 17. CAPABILITIES 17 GUIDING CORPORATE CITIZENSHIP WE PUT PURPOSE AT THE CENTER OF BUSINESS. We work where business strategy, corporate reputation, sustainability, citizenship and creative communications meet — creating strategies and stories for the world’s leading purpose-led brands. Our methodology starts with identifying a shared purpose with stakeholders. Then we focus on developing platforms and programs designed to bring people together and fuel interest. We spark participation through multi-channel storytelling.
  • 19. 19 COMPREHENSIVE SET OF SERVICE OFFERINGS In the pages ahead, we dive deeper into the five services most relevant to helping Canon achieve its objectives. Issues Management Research & Insight Mobile Marketing Word-of-Mouth Marketing Creative Services Real-Time News Center Measurement & Analytics Tradeshow / Experiential Marketing Content Creation Public Affairs Media Relations Spokesperson Branding Cause Marketing Multicultural Marketing Entertainment Marketing Influencer Engagement
  • 20. SERVICES 20 CONTENT CREATION WE HELP OUR CLIENTS THINK AND ACT LIKE PUBLISHERS. Brands have the opportunity today to tell authentic stories through owned, earned and paid channels. We build brands, promote products and enhance reputations with our content-centric approach. We offer a complete range of creative content development, distribution and management services. We transform our clients’ stories into measurable social interactions and audience engagement through authentic and dynamic communications — internally, locally and globally.
  • 21. SERVICES 21 MEDIA RELATIONS OUR GOAL IS TO GARNER NOT JUST QUANTITY OF COVERAGE, BUT QUALITY COVERAGE. With 50 media professionals across North America, we have one of the largest media departments in the business. Our media team is comprised of former reporters and producers from ABC, CBS and CNN. They hold personal one-on-one relationships with hundreds of top-tier, agenda-setting reporters, with specific consumer and B2B technology expertise.
  • 22. SERVICES 22 REAL-TIME NEWS CENTER SEIZING TRENDS, BRINGING BRANDS INTO THE CONVERSATION. To ensure our clients are always top-of-mind, we employ real-time news jacking with our always-on “Real-Time News Center,” which functions just like a newsroom. Our media specialists work as part of an integrated team with dedicated experts in digital/social; strategy and planning; content creation; paid media; and data and analytics to identify trends and create opportunities to insert our clients into popular conversations.
  • 23. 23 INFLUENCER ENGAGEMENT WE HAVE RELATIONSHIPS WITH THOUSANDS OF HIGH-IMPACT INFLUENCERS THAT WE LEVERAGE TO INFORM, INSPIRE AND ENGAGE. We engage influencers who, by the power of commentary, endorsement and advocacy, are reshaping the way people connect, engage in conversation, share information and make purchasing and behavioral decisions. MSLGROUP can help Canon institutionalize dialogue and relationship-building throughout its network of influencers to create direct or implied endorsements through their content. SERVICES
  • 24. 24 TRADESHOWS & EXPERIENTIAL MARKETING CES, TED, SXSW: WE DO IT ALL. We craft breakthrough experiences at top tradeshows and events. Our approach relies on four guiding principles to create impactful engagements: Relevant: Our experiences are hyper-targeted for our core audience. Valuable: We strive to make interactions a beneficial value exchange between the brand and the customer. Sustainable: We help spark relationships between brands and customers. Memorable: We help brands make a lasting impression through visuals and experiences that stand out from the competition. SERVICES
  • 26. 26 OUR CLIENT ENGAGEMENT MODEL WE PUT OUR CLIENTS AT THE CENTER OF EVERYTHING WE DO. We bring the best teams together, regardless of location – designed specifically around your business needs and objectives. Your account team will be organized in three high-performing and integrated teams: Account Strategy Team. Led by your overall account leader (Client Engagement Director). Other strategic leaders include: Financial Director, Creative Director and Senior Technology Advisor (Executive Sponsor). Consumer Tech Activation Team. Led by a seasoned consumer marketing expert dedicated to driving consumer engagement, consideration and purchase. Corporate/B2B Activation Team. Focused on corporate reputation and B2B marketing. This team leader has a long history of building business brands in key verticals — as well as enhancing and protecting their corporate reputation. Your account will be based in New York, housed in our Consumer Tech Practice with support from Consumer and B2B tech experts from Boston and San Francisco. BUSINESSOPERATIONS
  • 27. 27 BILLING. PRICING. STAFFING. TITLE HOUR RATE Managing Director $500 Practice Leader $350 Senior Vice President $325 Vice President $300 Senior Account Supervisor $235 Content Producer $235 Social Strategist $235 / $300 Account Supervisor $225 Senior Account Executive $200 Account Executive $180 Associate Account Executive $150 Account Associate $115 We work most often on a retainer basis, particularly in AOR assignments or if we are on a roster of agencies and assigned to handle a specific scope of work. In project-based scenarios, all costs are estimated in advance. We will provide detailed estimates of our staff time and OOP expenses to Canon. In general, our pricing is based on the hourly billing rates of the professionals doing the work. BUSINESSOPERATIONS STAFF TURNOVER RATIO The industry average is 25 percent, MSLGROUP fell within that range in 2012 and 2013. Of note, nine percent of those who choose to leave MSLGROUP “boomerang” back at some future date. MSLGROUP in North America is proud to rank among the 2014 TOP PLACES TO WORK IN PR.
  • 29. COMPANY WE KEEP We’ve serviced multiple clients across Canon’s key categories over the last three years. Due to client confidentiality, we cannot disclose specific budget values, but we can provide a general range for above and below $1MM in agency fees. 29 CLIENTS Client Tech B2B Consumer Medical 1MM+Corporate
  • 30. 30 For Brother International, we have handled project work in the following business areas: SOHO, small business and SMB/ Enterprise, inkjet AiO printers, monolaser printers, monolaser AiO, color laser printers and AiOs, solutions for SMB (hardware, software for MPS, security and vertical applications), fax machines, scanners: mobile, compact and high volume, and document management and workflow optimization solutions. POTENTIAL CLIENT CONFLICTS We represent Samsung’s Visual Display B2B division and we see no overlap with Canon’s portfolio. CLIENTS MSLGROUP has a long and successful track record of managing potential conflicts between brands who operate within the same or adjacent categories. We are thrilled at the opportunity to represent Canon and confident in our ability to reach a mutually satisfactory approach. We welcome further discussion if desired.
  • 32. 32 MEASUREMENT METHODOLOGY WE ENGAGE OUR STRATEGY TEAM AT THE ONSET OF PLANNING. HERE’S HOW: 1. Understand the objectives. Custom plan built based on business objectives. 2. Holistic measurement plan. Metrics for all steps required to achieve objectives/outcome. 3. Identify data feeds for the measurement plan. Proprietary, third-party and client-sourced data . 4. Results drive planning. Real-time measures to optimize the plan in-progress and inform future campaigns. We are constantly learning and optimizing both within a planning cycle and also between planning cycles. MEASURINGSUCCESS
  • 33. 33 WE GIVE DATA A VOICE DATA SOURCES Our measurement plan not only measures the overall campaign effectiveness — it measures the impact of each tactic. DATA TRANSLATION We turn raw data into actionable intel and insights. Did the target hear you? Did it change how they think? Did it solve your challenge? Efficiency Effectiveness Objectives/ OutcomeEXPOSURE Impressions Eyeballs Coverage ENGAGEMENT Traffic sources Click-through Opens Downloads Call center calls Sales calls Attitudinal changes Awareness Consideration Purchase intent Perception changes Reputation New business proposals Behavior Sales Share price Canon Proprietary Third-Party Sales information Call center volumes Brand tracking Proposal volume Sales meeting volume Influencer mapping Dynamic influencer Real-time newsroom Reputation index Sentimeter Media Vendors MEASURINGSUCCESS
  • 35. 35 OVER THE LAST 24 MONTHS, WE’VE BEEN BUSY GENERATING STELLAR RESULTS FOR OUR CLIENTS. WE’RE THE TEAM WHO: Launched the North American Car of the Year for Chevrolet. Had people dreaming of gargling with Scope Bacon. Ushered in the next-generation of medicines for Lilly to treat one of the most pressing health issues of our time. And cleared the runway for United Technologies to reshape the way we fly. OUR WORK We’re delighted to share with you our six most relevant success stories…
  • 36. SUCCESS STORY 1 HIGHLIGHTING STRATEGIC AND CREATIVE STRENGTHS CHALLENGE: Binge TV watching was seen as a societal negative, with Netflix to blame. Tasked to change this perception and position Netflix as a best-in-class TV content provider. SOLUTION: Launched an integrated communications campaign called “Taking the Bite out of the Binge” that embraced binge-watching head-on with third-party survey results and a partnership with a cultural anthropologist. Strategy drove top-tier media and content results that reinforced Netflix as a thought leader in the TV space and reprogrammed the way media and consumers view “the binge.” RESULTS: Garnered more than 225 unique stories in influential top-tier media. More than 1 billion media impressions. Roughly 95% positive sentiment surrounding key messages. Increased satisfaction among subscribers to all-time high of 66%, up from 62% one year prior. Reinvented the binge-watching trend as one to own vs. avoid. We provide global strategic counsel and thought leadership, industry trend-spotting, brand ambassador relations, media relations, as well as creative insight and production.
  • 37. We have conducted project work with multiple product lines and categories. CHALLENGE: Amplify the Brother P-touch 25th anniversary by showcasing the diverse uses for the label maker. SOLUTION: Engaged passionate P-touch users to share their favorite labeling experiences for 25 days via interesting, creative and inspiring stories in paid, earned and owned channels. RESULTS: Total placements to date: 1,505. Total impressions to date: 113.2 million. Native impressions: 227.3 million. CTR: 1.40% SUCCESS STORY 2 DELIVERING EXCITEMENT FOR A MATURE PRODUCT
  • 38. We have conducted project work with multiple product lines and categories. CHALLENGE: Get noticed for a new printing technology in a highly cluttered, yet low-interest category.  SOLUTION: MSLGROUP garnered coverage with lifestyle, tech and design media via a New York Times exclusive, editor preview event and robust reviewer program. RESULTS: 440 placements (2x more than traditional product launches). 144 million impressions. 500K tweets from tech media and influencers. Contributed to the printer being the top-placed and top-selling inkjet for the brand for two years. SUCCESS STORY 2 INCREASING AWARENESS FOR A NEW INNOVATION
  • 39. CHALLENGE: Help safety managers, production managers and others find ways to be more efficient, productive and safer on the manufacturing floor. SOLUTION: Introduced an integrated marketing platform called “The Efficient Workplace” to uncover and highlight hidden opportunities in the workplace. RESULTS: 1,534 new leads to KCP.co.uk from limited digital Demand Gen. 408 active leads visiting site in 30-day time period; 99 moved to “prospects”. 38% of media coverage comprised of thought leadership articles on safety and efficiency topics (against goal of 25%). Began partnership in 2013, delivering integrated programs for manufacturing/industrial and health/wellness business lines. SUCCESS STORY 3 DELIVERING STRONG ROI TO BUILD SALES, AWARENESS AND ENGAGEMENT
  • 40. CHALLENGE: Introduce Vscan, the world’s smallest ultrasound device from GE Healthcare, and build adoption for this new product and category within the healthcare industry. SOLUTION: Executed a global campaign to position Vscan as a “must-have” tool for physicians, as indispensable as the stethoscope. Launch included research and briefings with business leaders, product managers and KOLs to set the stage for cohesive communications that included customized multi-media content assets and an integrated media campaign. RESULTS: More than 30 U.S. reporters briefed on Vscan. 60+ million people reached via on-message media stories. 25x increase in social media mentions at launch. Established category for pocket-sized ultrasound. Vscan becomes a proxy for mobile health trend. Our seven-year relationship with former client GE Healthcare involved multiple product lines and categories. Our team supported major trade shows such as RSNA and the launch of the “healthymagination” campaign. SUCCESS STORY 4 INCREASING BUSINESS CUSTOMER ENGAGEMENT
  • 41. CHALLENGE: Despite growing revenues and launching 58 innovations in 18 months, PayPal continued to be criticized for lack of innovation as start-ups aggressively attacked it in the marketplace. SOLUTION: “Under the Hood” program showcased PayPal’s engineering and service innovations as well as spotlighted the executive leadership and talent across the company. Bolstered executive meetings with access to key survey results, smaller pieces of news, or moment-in-time trends to create urgency for a story. RESULTS: More than a dozen stand-alone stories “resetting” innovation perception breakthroughs and growth. New found faith that PayPal is fending off competitors. Revenues accelerate 20% year over year. AOR in the Americas, handling strategic public relations, experiential events and social and digital for merchant, consumer and developer audiences. SUCCESS STORY 5 STANDING OUT IN A HIGHLY COMPETITIVE CATEGORY
  • 42. CHALLENGE: Announce the Oral-B SmartSeries — the world’s first interactive electric toothbrush — just weeks after a startup unveiled a similar product with considerable fanfare. SOLUTION: Capitalized on global macro trends — the Quantified Self, Internet of Things and Bathroom Technology — to announce the toothbrush at Mobile World Congress. Secured a global exclusive with Reuters to set the business foundation story, developed a connected bathroom exhibit at Mobile World Congress to highlight the innovation and neutralize skepticism, and led dental trade demos in Europe and NA to drive vertical awareness. RESULTS: 3.5 billion media impressions globally. 1,000s of media, influencer and tech early adopter demos. SOV regained and stage set for market launch. A client for more than 30 years, P&G is our largest integrated account model. We service 60+ brands in 19 global markets and 19 brands in North America. SUCCESS STORY 6 BEING THE TALK OF THE SHOW
  • 43. 43 CHECK OUT OUR HIGHLIGHTS REEL click here Password: Canon (case sensitive) If unable to click through, please type into browser: https://vimeo.com/104547587e)
  • 44. 4444 3 KEY CATEGORY TRENDS 44
  • 45. 45 All aspects of Canon’s markets are in the midst of a transformation from managed print services to managed content services. Printing less is an irreversible trend, however that doesn’t diminish the growing need to access and share high quality, image-based information anywhere, at any time, and increasingly, on any device. Disposable income for technology is spent first and foremost on smartphones and tablets. The average American owns four devices. One hundred hours of video are uploaded to YouTube every minute. Hundreds of millions of photos are uploaded to Facebook every day. The proliferation of a camera in every hand, at every moment, continues to dramatically shape the photography and video markets, driving differentiation for camera manufacturers to wi- fi connectivity, lenses (long optical zooms) and large image sensors (quality). 1. Managed Content Services 2. Smartphone Boom Changes the Picture 3. Baby Boomers Transform Healthcare THREE TRENDS THAT WILL HAVE THE GREATEST IMPACT ON THE CONSUMER ELECTRONIC AND PRINTING BUSINESS IN THE NEXT FIVE YEARS Seventy-six million aging baby boomers are transforming the U.S. healthcare system, driving massive innovation and technology adoption in order to dramatically speed the delivery and care, maximize staffing and reduce costs. (Not to mention the clinical benefits.) A core element of these efforts is the accuracy and workflow of digital information—ranging from EMRs to digital radiography—as part of an overall effort to create a “real-time” healthcare system (RTHS).
  • 46. 4646 MAD LIBS, TWEETS AND OTHER FUN STUFF 46
  • 47. 47 WHY MSLGROUP BENCH STRENGTH A passionate and powerful team with deep market expertise in consumer, health, technology and enterprise/B2B. Seasoned leaders – relentlessly committed to delivering best ideas and flawless execution. INNOVATION JUNKIES We work with technology, healthcare and energy companies of all sizes to promote the innovations that transform business, power connected consumers, and even save lives and the planet. We love what we do…helping people relate, respond and remember — inspiring emotional connections, sparking conversations and influencing decisions. BRAND BELIEVERS We are believers in Canon, personally and professionally. We use your products every day. Together we can make a huge difference.
  • 48. 4848 CANON IS… ONE OF THE WORLD’S MOST INNOVATIVE COMPANIES, TRUSTED TO CAPTURE AND SHARE IMAGES OF OUR MEMORIES, WELL-BEING AND THE WORLD AROUND US. 48
  • 49. 49 @MSLGROUP is f/2.8 at any distance. Creative insights. Flawless execution. Wow business impact. Will #bringit for @CanonUSAImaging WHY MSLGROUP SHOULD MAKE IT TO THE FINALS
  • 50. 50 MSLGROUP CULTURE LEAPING FORWARD. STRETCHING UPWARD. GOING BEYOND.
  • 52. 52 Experience Trusted advisor with broad consumer product, reputation management, brand-building and launch experience in industries as diverse as technology, manufacturing, travel and CPG Worked with Novartis and Microsulis to generate awareness for lifesaving medical devices Delivered the message of advanced German engineering for BMW technology communications Helped Brother break through to consumers with strong lifestyle media coverage Worked to reinvigorate and rebrand Miami as a world-class destination Created consumer engagement strategy for Subaru and drove unprecedented sales Notable Recent Client Success Orchestrated the launch of Emirates Airline in the United States and helped build its reputation as the top airline in the world. Personal POV on delivering outstanding client service: I am passionate about extraordinary client service and as your client engagement director, I will strive to be Canon’s most trusted advisor and source of unbound creativity. I see myself as a communications architect and master storyteller. One of my greatest strengths is connecting and motivating teams to develop market-leading strategies that deliver strong ROI. I’m relentless in my pursuit of program effectiveness and believe in insight and foresight so we are constantly improving. KAS RIGAS Team Leader Senior Counselor Tenure at MSL: 1 year Fun Fact: A proud Canadian living on Long Island
  • 53. 53 BRYAN SCANLON Executive Sponsor Senior Tech Counselor Tenure at MSL: 16 years Experience Deep technology communications experience in moving innovation to the forefront of the conversation Brought Red Hat from the basement to the boardroom, establishing market leadership and transformation of the server industry Created and boosted many technology brands in enterprise and consumer sectors, including Symantec, United Technologies and VMware Canon brand loyalist, with three cameras and many lenses Notable Recent Client Success One of the architects of PayPal’s innovation renaissance. PEGGY CARLTON Activation Leader Corporate/B2B Tenure at MSL: 8 years Seasoned professional in technology, consumer brands and entertainment marketing Currently account director for Brother International Corporation’s line of printers, all-in-ones, scanners and P-touch label makers Stakeholder engagement expert, overseeing partnerships and M&A, plus speech- writing and message training for company executives Recently managed a partnership which surpassed all goals towards positioning Brother as a leader in the small business sector Client-side experience at Konica, responsible for PR, advertising and trade shows for its camera, film and photo-finishing divisions Experience Notable Recent Client Success Connected Brother with hundreds of thousands of small business owners helping increase productivity and efficiency.
  • 54. 54 JON CUNNINGHAM Activation Leader Consumer Technology Tenure at MSL: 3 years GABBY GUGLIOCCIELLO Media Strategist and Influencer Relations Tenure at MSL: 3 years Experience Marketing communications and brand-building expert in consumer technology Trusted advisor to some of the world’s biggest companies and brands including Amazon, Electronic Arts, Expedia, Microsoft, Nike, P&G and Unilever Launched Microsoft’s Xbox, Xbox LIVE, Xbox 360 and games franchises including Halo, overcoming PlayStation’s dominance of the video game industry Developed corporate media strategy and messaging, counseled C-suite and led top tier media relations for Microsoft’s digital advertising business Keen amateur photographer, having attended courses at London’s Central Saint Martins and New York’s School of Visual Arts Experience Expert in shaping media strategies to advance brands from technology and industry outlets to mainstream lifestyle media and influencers Seasoned professional in announcements, review programs and events for major technology brands and startups Broad and deep technology knowledge, from 3D TVs to 3D printing, fitness trackers to scanners and printers Trade show and event veteran, having represented companies including Samsung, Microsoft and Brother at CES Most recently orchestrated consumer tech challenger Jawbone’s category-changing product launches for UP24 and MINI JAMBOX 4 Notable Recent Client Success Led the launch of P&G’s first connected product, the Oral-B SmartSeries toothbrush, at Mobile World Congress. Notable Recent Client Success Developed the media strategy to launch Wink, a new connected home technology platform, resulting in national media coverage that shaped the debut of the company.
  • 55. BACKED BY DEEP BENCH STRENGTH 55 Strategy Consumer Technology Media Relations B2B Social / Digital Health Research & Analysis Renee Wilson Global Chief Client Officer David Weinstock Creative Director Jennifer Butler Alan Danzis Marcy Massura Erin Dorr Allan Dib John Gillooly Louise Thach Rich Mitchell Ross Levanto Tracy Siegel Jayme Maniatis Aleisia Gibson-Wright
  • 57. 5757 A FINAL WORD Kas Rigas Practice Director, Consumer kas.rigas@mslgroup.com 646.500.7788 57 We hope you’ve seen just how much we have in common. At the end of the day, we’re both image makers and tech conversation shapers. Imagine the possibilities of our partnership. We look forward to hearing from you.