AN INTRODUCTION TO MSL HONG KONG

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MSLGROUP at-a-glance
Leading global communications firm 83 markets and 2,500 staff including affiliates Largest PR network in Greater China Expert in developing and shaping a compelling narrative opinion research, reputation management and engaging: influencers, media and consumers Counselor to Fortune 50 companies and leading organizations throughout network Social media innovators 1,000 clients in diverse industries around the world More than 50 of our clients work with us in 10 or more countries

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Our family

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MSLGROUP: A Modern and Diverse Network

Unparalleled network of strategic and specialized communications agencies Boundless in everything we do: Creativity
Building brands through creative engagement

Channel
Unbound by channel, holistic approach

Geography
Global reach, local insight

Diverse capabilities with 8 global practices and 2,700 employees in 83 countries

Culture
Passionate, collaborative, courageous

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A world of change

Market places as we knew them have been fundamentally transformed. Welcome to the Conversation Economy, a real-time marketplace of communities where individuals engage with people, brands and organizations through connections, conversations and information sharing. The implications of this transformation are far-reaching, touching every area of communications
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Offices

North America 565 employees

EMEA 1050 employees

Asia 1250 employees

Latin America 65 employees

Affiliate offices that expand our reach
NORTH AMERICA Albany, New York Baltimore, Maryland Charlotte, North Cardina Cleveland, Ohio Columbus, Ohio Dallas, Texas Indianapolis, Indiana Kansas City, Missouri Miami, Florida Minneapolis, Minnesota New Orleans, Louisiana Orlando, Florida Philadelphia, Pennsylvania Phoenix, Arizona Sacramento, California Salt Lake City, Utah St. Louis, Missouri LATIN AMERICA Asuncion, Paraguay Bogota, Colombia Caracas, Venezuela Guayaquil, Ecuador Lima, Peru La Paz, Bolivia Montevideo, Uruguay Mexico City, Mexico San Juan, Puerto Rico Santiago, Chile EUROPE Athens, Greece Barcelona, Spain Belgrade, Serbia Budapest, Hungary Istanbul, Turkey Kiev, Ukraine Madrid, Spain Sofia, Bulgaria St. Petersburg, Russia Moscow, Russia Zagreb, Croatia AFRICA+MIDDLE EAST Beirut, Lebanon Cairo, Egypt Riyadh, Saudi Arabia ASIA Bangkok, Thailand Canberra, Australia Colombo, Sri Lanka Hanoi, Vietnam Ho Chi Minh City, Vietnam Jakarta, Indonesia Karachi, Pakistan Kathmandu, Nepal Lahore, Pakistan Manila, Philippines Melbourne, Australia Naha, Japan Osaka, Japan Phnom Penh, Cambodia Sydney, Australia Vientiane, Laos

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The Company We Keep

1,000 clients in diverse industries around the world

1000

50

More than 50 of our clients work with us in ten or more countries

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Diverse Range of Communications Services Offered

EIGHT GLOBAL PRACTICES

Consumer Marketing

Healthcare Communications

Corporate Communications

Financial Communications

Public Affairs

Brand & Talent

Social Media Marketing

Experiential Marketing

SPECIALIZED SERVICES

Strategy

Measurement & Analytics

Advocacy & 3rd Party Relations

Corporate Social Responsibility

Entertainment Marketing

Cause Marketing

Studio Services

Insights Creation

Crisis Management

Government Relations

Eco Network

Sports Marketing

Multicultural Marketing

Word of Mouth Marketing

Social Media Consulting

Influencer Marketing

Public Health Communications

Media Relations

B2B Marketing Digital

Mobile Marketing

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MSLGROUP Asia Regional Awards

MSLGROUP Asia Finalist Consultancy of the Year MSLGROUP Greater China Finalist Consultancy of the Year

MSL Singapore Silver Award Best PR Agency of the Year

Eastwei MSL Finalist Best Microblogging Campaign (IKEA)

Hanmer MSL Honorable Mention x2 & PR Professional of the Year (Sunil Gautam)

Eastwei MSL Winner Best Agency for Career Development 17PR

MSL China Finalist Best Public Sector Campaign (Brand South Africa

Hanmer MSL Gold Price Best In-house Magazine (LIC)

Hanmer MSL Gold, Silver, Bronze x2 Big Bang Awards

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MSLGROUP Provides Specialist, Best-in-Class Advisory

We serve the world's major financial and business markets

What we do
We help measure and manage sentiment across the increasingly complex and cross-border financial world, both in established and emerging markets

How we do it
Activities cover both ongoing work and special projects PR for Financial Firms Investor relations, Corporate reputation

We have been successful in developing and disseminating strong and compelling investment cases to help achieve fair valuation for and to minimize the volatility of the financial securities

Fund raising (equity and debt) M&As Restructurings. Financial Reporting

We also assist forging reputations founded on

credibility and quality, to support commercial success and provide the basis for managing crisis situations
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Litigation Support Crisis Communications

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About MSL Hong Kong

Established operations in Hong Kong in 1998 Specialist skills:
Planning & strategy Regional campaign management Corporate reputation Brand building Strategic endorsement Editorial services Media relations Creative development Digital & word of mouth generation Event management
Financial communications Corporate communications Leisure and lifestyle F&B Consumer technology Travel Luxury, health & wellness

Specialist sectors:

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Client Experience - Hong Kong

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Capabilities financial & corporate communications

Financial Communications
Media relations Issues management Crisis management &

Corporate Brand Management

Corporate marketing Reputation

Strategic Consulting
Stakeholder

Sustainability/ CSR
Strategic planning Sustainability issue

training Media training Government relations Internal communications

Executive

management Philanthropy and foundations Innovation Thought leadership Sponsorships

Branding

communications Industry communications

Influence Reputation Measurement Change management Business transitions Litigation Simulations Cultural Analysis Regulatory Environmental

counseling CSR & environmental media relations Responsibility (CSR) & Cause marketing

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Capabilities - corporate & financial communications

Corporate media relations programs Executive transition & communications Reputation-building programs Issues management programs Crisis planning and response Media training and protocols Industry relations Programs High profile media events Public Affairs Internal Communications programs

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Capabilities - financial services communications

MSL Hong Kong works closely with in-house marketing / communications teams to deliver tailored and cost effective campaigns in all aspects of asset management including asset owners, mainstream investment managers, private equity and venture capital firms, hedge funds, investment consultancies, and socially responsible investors We help firms to manage their reputations, build thought leadership in their specific sectors, raise funds and deploy them in a reputation enhancing way. The team has experience and knowledge of media, investors and intermediaries and has a strong understanding of the issues which affect the asset management industry globally Creativity is at the heart of our approach, devising integrated solutions that incorporate a range of marketing disciplines and that meet our clients specific business objectives

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Capabilities - sustainability and CSR

MSL has a deep understanding of how sustainability and CSR should be communicated and what building blocks have to be in place in order for the hard work and dedication and organisation has put into its efforts can be reflected in its external communications initiatives We help firms to plan their approaches, ensure that gaps are closed between internal and external programs and that objectives are communicated clearly to target stakeholders From strategic planning, to crafting the message and ensuring it gets into the hands of relevant journalists from within our pool of regional and international media contacts, MSL has the capability to provide a truly tailored approach for any sustainability or CSR communications initiative

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Capabilities - media and presentation skills training

MSL offers specialised and tailored media training sessions to prepare spokespeople to handle media and deliver key messages in an impactful way MSL can also assemble a customised presentation skills training workshop to help enhance the skill sets of your companys sales, operations and senior management teams, with particular focus on content as well as delivery Our clients include international and local companies, from corporate spokespeople, brand marketers, clients trade partners to medical professionals

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Capabilities- social media

Whether internal, corporate or financial communication, social media is becoming more and more important and can no longer be ignored as a key component of any integrated communications initiative. As an example, the 2010 second-quarter earnings season saw 150 companies using Twitter to announce their financial results and tweet highlights from their earnings calls.* Today, stakeholders will seek out information from the sources they trust so its up to companies to ensure that their stories are being told across all of these platforms. Some 70 % of American journalists use Facebook or Twitter for their research while 42 % of analysts and institutional investors read blogs to find information about companies.** To meet the challenges of this evolving communications landscape, MSL recommends a tailored approach that can allow companies to craft appropriate messaging and to ensure that this messaging reaches target stakeholders wherever they reside.
*Source: Investor relations on Twitter: 10 great examples ** *Middleberg Communication pour la Society for New Communication Research 2009

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HONG KONG TEAM

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MSL Hong Kong

Eric leads MSL Hong Kongs corporate and finance practice, charged with providing high-level counsel to a diverse range of clients within the companys corporate portfolio. Born in Russia, Eric grew up in Canada and has been based in Hong Kong for more than six years. He began his career in online media, driving the marketing and communications for Toronto-based digital pioneer MusicMusicMusic Inc. He then turned his focus to television, spearheading publicity for one of Canadas premier cable networks. Relocating to Hong Kong in 2005, Eric took up the post of associate vice president of corporate affairs & communications at STAR Group Ltd (STAR TV), leading key internal and external communications initiatives for the company region wide. After a brief assignment as senior manager, group corporate communications with AIA Group, Eric joined boutique communications consultancy EBA Communications, where he served a broad range of B2B and corporate accounts for clients such as Symantec, ECA International, Regus and Sybase. Eric holds a BA in Political Science and Sociology from Carleton University (Ottawa, Canada) and in 2009, earned an Executive MBA from the Richard Ivey School of Business (Hong Kong Campus). Specialties: Crisis management Sustainability / CSR Strategic planning Internal communications Speech writing Industry experience: Media (traditional and digital) Technology Property Professional services Insurance / wealth management

Eric Abelev
Account Director

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MSL Hong Kong

Dominique is a Senior Account Manager at MSL Hong Kong, where she helps her clients measure and pro-actively manage sentiment across the increasingly complex and cross-border corporate world. Prior to joining MSL, Dominique was a Consultant at Citigate Dewe Rogerson HK, where her focus was on hedge funds, asset management funds, and property funds, as well as IPOs of large Chinese conglomerates listing on the HKEx and SGx. Before her move into financial & corporate PR, Dominique was an Investment Analyst at Ward Ferry Management, a long/short equity hedge-fund based in Hong Kong, where she evaluated investment opportunities through qualitative and quantitative research. This was preceded by a position with HSBCs Project Finance Department, analysing large scale long-term infrastructure investing opportunities across the APAC region. After graduating from the University of Edinburgh with a Masters in History, Dominique went on to receive a Postgraduate Bachelors of Law from BPP Law School London, where her emphasis was on Corporate, Contract, Equity & Trusts, Insolvency and Employment Law. Originally from Hong Kong, Dominique has lived in Sydney, New York, Beijing, Edinburgh and London, speaks fluent French and English and is learning Mandarin. Specialties: Industry experience:

Dominique Whitehead
Senior Account Manager

Media Relations
Strategic planning Regional account management Editorial/copywriting

MNCs
Hedge funds Asset management funds Property funds Professional services

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MSL Hong Kong

Edith is a Senior Account Executive in the Corporate Communication department at MSL Hong Kong. She started her public relations career with an internship at MSL Hong Kong, assisting the team on global clients such as Philips, Sony and Sunkist. She has supported the planning and implementation of regional PR programmes for a portfolio of clients, including Asia corporate communications and reputation programme for Procter & Gamble, and regional branding and publicity programmes for Leo Burnett. Besides, she has served a wide range of international clients, such as Coca-Cola, Grant Thornton and World Gold Council. Her other work included issue management for Mattel Inc, and media relations and publicity for Bombardier at major air shows in Hong Kong and Zhuhai.

Edith Lau
Senior Account Executive

Edith holds a Bachelors degree from the Hong Kong Baptist University, majoring in Public Relations and Advertising. Specialties: Media relations Research analysis Regional account coordination Copywriting Industry experience: MNCs FMCGs Professional services

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