Mary Nittolo President, The STUDIO

1. Vendor Success Stories: Mary NittoloPresident, The STUDIO Moderated by Klista L. HillSmall Business Manager, Leo Burnett

2. COMPANY OVERVIEW The STUDIO is a digital production company that unites the  talents of directors, designers, artists, animators, editors and visual effects artisans to interpret projects in a variety of media. Our roots in storytelling began 22 years ago as a storyboard Studio. Our company names intentionally alludes to that “studio” tradition both as concept and actual space. We consider that it is the best environment for encouraging individual styles and creative experimentation-  the meeting of art+commerce.  As our staff grew so have our offerings- today we supply content for animation, web design, character development, storyboards,  publishing public art, outdoor and exhibit design—in other words the images that brands need to reach their audience. We are driven by passion for problem solving, attention to detail and excellence in execution using their craft to convey complex information and messages.  

3. MISSION STATEMENT Our mission is to nurture talent where ever it is found and to help our clients grow by bringing strategic vision, artistry, surprise and elegance, delight and clarity to the world of communication.

4. PURPOSE STATEMENT The purpose of this presentation is to: • Encourage dialogue about the contribution WBE's  and MBE's  make to the economy • Discuss how advocacy is essential to growth • Talk about the importance of sponsorship vs. mentorship and the difficulties faced • Identify the fundamentals needed to excel in our specific industries • Speak to the value of certification even if it isn't evident to your bottom line • Encourage awareness of the value we contribute to the overall economy

5. WHY WBE’s MATTER?“Diversity is not a charity but a challenge and a necessity for commerce.” • WBE’s contribute almost 3 trillion dollars annually to the economy • WBE’s employ 16% of the workforce

6. WHY MBE’s MATTER?“Diversity is not a charity but a challenge and a necessity for commerce.” • MBE’s contribute 850 billion dollars annually to the economy • From 2002 to 2007, the number of black-owned businesses increased by 60.5 percent to 1.9 million, more than triple the national rate of 18.0 percent. (2011, CENSUS BUREAU) • MBE’s employ 6 million people (2007)

7. WHY IS SPONSORSHIP IMPORTANT? • The “Sponsor Effect Study” by The center for Work Life Balance concludes that mentorship is not enough to propel success- Sponsorship is needed • Mentor vs. Sponsor “People tend to incorrectly use the words “mentor” and “sponsors” interchangeably. We’ve all had mentors who have offered advice, but sponsors are the people…who have helped us get to senior levels. Sponsors are what you really need to succeed.” -- Gordon M. Nixon, President & CEO, RBC • Mentorship tend to benefit men but are inadequate for both genders for high level growth and advancement.

8. SO WHY IS IT SO DIFFICULT TO GET AGENCY SPONSORSHIP It’s no secret agencies are under siege to keep up with media and technology’s constant advancements. In addition, while dealing with pressures from Procurement, they have certain concerns which may hinder their decision, such as: • The agencies are responsible not just for creative excellence but the execution of excellence • In other words, they are on the line for our performance • It is easier for agencies to deal with trusted partners and not take risks on new suppliers

9. STAY PART OF THE CONVERSATION • Open dialogue • Grab their attention • Partnership vs. Competition - Communicate • Be honest and consistent • Create loyalty & advocacy • Build relationships • Do your homework

10. EARN THE SPONSORSHIP • Understand the need • Differentiate yourself • Know the trends • Be significant • Collaborate • Drive the discussion • Bring them solutions

11. EXCEED EXPECTATIONS • Focus on excellence • Avoid shortcuts • Invest in resources • Add value

12. POTENTIAL SPRINGBOARD Becoming a corporate supplier, on average, can enhance the longevity of your business Corporate sponsorship has lead to: • 266% growth after the first year • 164% increase in revenue and employment - According to Center for an Urban Future

13. VALUE OF CERTIFICATION • Forces analysis of your business • Develop a coherent strategy • Network! Network! Network! • Builds communities • Certified companies are listed in the "Directory of Certified Minority and Women-Owned Business Enterprises" which is used by State agencies public authorities, federal government, and major corporations. • State programs exclusively for, or targeted to, certified M/WBE’s in the areas of financing, bonding, education, training and technical assistance • As of January 2011 NY currently has one of the largest databases of certified firms in the nation. • 6,344 certifications of New York State M/WBE, including • 3,190 MBEs • 3,867 WBEs • 741 businesses that have dual certification. • One can learn more about the benefits of being certified as well as the certification process by visiting http://nylovesmwbe.ny.gov/index.htm

14. BRIDGING THE GAP - Small business in general and MBE's and WBE's are the drivers of the new economy and hope that with increased awareness  we can create the emotional connections to encourage more businesses to take the leap of faith  that sponsorship entails. • Form a supplier initiative • Spread value awareness • Help create a culture of corporate responsibility • Exemplify future benefits • Speak to Economics

15. QUESTIONS?

16. Contact Information Klista Hill, Small Business Manager Leo Burnett 35 W. WackerDr. Chicago, IL 60601 (312) 220-1137 www.leoburnett.com klista.hill@leoburnett.com Mary Nittolo, President The STUDIO 12 W 27th Street Floor 11 New York, NY 10001 (212) 661-1363 www.studionyc.com www.facebook.com/STUDIONYC mary@studionyc.com