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Wednesday, January 29, 2003

An Introduction to HSR Presented to:. Wednesday, January 29, 2003. More than 20 years defending the premium value of leading business brands Inspired by the unique challenges of business marketing Award-winning work that sets us apart from other business to business specialists.

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Wednesday, January 29, 2003

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  1. An Introduction to HSRPresented to: Wednesday, January 29, 2003

  2. More than 20 years defending the premium value of leading business brands • Inspired by the unique challenges of business marketing • Award-winning work that sets us apart from other business to business specialists HSR Business to Business offers the most advanced approach to Business to Business marketing

  3. Business to business marketing is now characterized by sweeping changes • Globalization • Deregulation/privatization • Rapid commoditization • E-business

  4. The complex challenges of business to business marketing • Considered purchase with often lengthy decision cycles • Large number of specifiers and influencers with multiple needs and agendas • Inter-related community of customers and channels • Product complexity

  5. Our Core Competencies • Mastery of integrated business to business marketing • Creative excellence in shaping substantive communications • Leadership and foresight in Internet marketing • Attuned to time-to-market acceptance pressure We understand your issues and can create opportunities.

  6. The only agency ever to receive Advertising Age’sBusiness to Business“Agency of the Year” honor three times • Awarded “Agency of the Year” honors in 1995, 1998 and 2002 • Third largest business to business specialty firm in the U.S. • Ranked among the top 100 Interactive agencies in the U.S. by Advertising Age magazine • Ranked in top 200 PR agencies in the U.S. by PR Week magazine

  7. The only agency invited to be a member of the Institute for the Study of Business Markets (ISBM) ISBM Membership

  8. Wealth of specialized industry knowledge • Able to draw from deep reservoir of experience in a variety of businesses • Capable of cross-pollinating best practices across industries • Quick, enthusiastic studies on the complexities of non-consumer products • Strong relationships with the leading publishers and editors in trade and business media • Experts in the distinct discipline of business to business marketing communications that unites all the industries

  9. Clients we serve

  10. The B-to-B World Class Agency network managed by HSR Business to Business through four tier-one agencies with presence in 37 different nations FLAGSHIP AGENCY NORTH AMERICAHSR Business to Business(headquarters)Cincinnati SOUTH AMERICAAD COMMUNICACAOSao Paulo EUROPEMARSCHNER + KUHNFrankfurt ASIA/PACIFIC RIMPR PARTNERSHIP Hong Kong

  11. We Help Leading Brands Stay That Way Defending the premium value of the leading brand requires an integrated approach that makes the most of all your communications. We organize that work into four main categories: Strategy & Client Services Advertising & Promotion PublicRelations Internet Services

  12. HSR Business to Business Team How our resources are deployed on behalf of our clients Strategy & Client Services Advertising & Promotion Public Relations Internet Services Tom Rentschler Kellie Grob Mike Hensley Rick Segal Strategy Development & Integration Senior StrategyConsultant OptimizeBest Practices Senior Executives Implement Integration PR Consultants Project ManagersArt DirectorsCopywritersUI Designers Art DirectorsCopywritersGraphic Designers Senior Client Service ExecutivesMarketing ManagementSpecialists

  13. Insightful Strategy Rigorously Developed • Understanding the client’s perspective on their brand’s strategy, positioning, brand equity, market challenges, key differentiators, priority target audiences, and what motivates the purchaser • Validating and supplementing that input with primary and secondary research and competitive analysis • Resulting in a recommendation that includes target market segmentation, positioning, and most importantly, your message strategy, where we isolate the single issue of value around which you can claim superiority • A message strategy that is developed into a message planner, the road map we use to ensure that every form of communication will drive home the premium value of your brand • The HSR Business to Business strategic development process is distinguished by:

  14. Powerful Messages Artfully and Faithfully Executed Across All Media • Belief that creative work is only as good as the strategy that informs it • The insight that business decision-makers are human beings first and subject matter experts second • The drive to dig deeper than the obvious and to give our clients the unexpected • Compelling; entertaining; often surprising creative that breaks through the clutter, and speaks your brand’s message loud and clear The HSR Business to Business creative development process is distinguished by:

  15. Earned Media Presence That Delivers Bottom Line Benefits • Public and Media Relations team that works behind the scenes to build and defend the premium value of your brand • Leveraging valuable intellectual capital, by establishing your company as a thought leader in its industry • Positioning your company in front of industry decision-makers through speaking engagements and high-profile PR opportunities • Keeping your brand out front in a challenging business environment • The HSR Business to Business public and media relations capability is distinguished by:

  16. Interactive Solutions That Facilitate the Purchase Decision Cycle • The unique ability to accurately interpret marketing objectives while meeting IT requirements • An understanding that it’s not enough to simply get people to your Web site; the real challenge is to keep them coming back • The development of exciting new forms of e-marketing to build traffic to your corporate site, as well as your extranets and intranet • Belief that it’s vital to establish a dialogue with your customers, then maintain it by creating an experience that brings them back repeatedly • An understanding that a user’s Web experience is a brand experience • The HSR Business to Business approach to Internet marketing development is distinguished by:

  17. Conclusion • Insightful strategy, rigorously developed for the complex challenges of business to business marketing • Powerful messages, artfully and faithfully executed across all media; electrified by an early and vigorous embrace of the Internet • Your marketing communications, unified into one harmonious whole

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