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)
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).
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
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
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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.