Overview / McCann health First Quarter Bullseye Update prepared by: marcus sigurdsson

SOME OF OUR TOP DIGITAL TALENT the team SOME OF OUR TOP DIGITAL TALENT

Global rollout of Bulls eye plan Defining the minimum capabilities across all offices

e2E Capabilities What progress have you made on your critical actions for this area to date? Senior digital hires in technology and creative as well as creating integrated planning teams/tools. Launched internal “portfolio” for inhouse products. + 30 identified H&S - actively used (mainly MRM & CWW) across all market What big successes have you had so far? What challenges are you experiencing? + Multiple integrated pitch wins + Increasingly innovative proposals and solutions - Balance between performance and progress - From “directives” to ”DNA” What are your planned actions for immediate next steps? Quarterly performance review with senior management Global rollout or “Portfolio” Continue to execute according to plan, esp. resourcing

Creativity What progress have you made on your critical actions for this area to date? Digital action plans developed for 3 key clients in most markets to drive upsells and new opportunities Design thinking and prototyping becoming part of standard proposals (engagement planning) What big successes have you had so far? What challenges are you experiencing? + More integrated and innovation centric solutions (social, AR/VR, etc) and workshops delivered. - Having the right resources in place What are your planned actions for immediate next steps? Execution of client plans Continued expansion of innovation services

integration What progress have you made on your critical actions for this area to date? Pro-active sharing session and existing close relationships with MWG companies in most markets Numerous joint pitches and collaborative projects with mainly MRM & CWW across the world, esp. AP and NA What big successes have you had so far? What challenges are you experiencing? + Multiple joint pitch wins and projects globally - RoE are defined locally which sometimes cause complications - Sometimes quality issues What are your planned actions for immediate next steps? Continue to drive close and closer collaboration Better define different MWG’s companies expertise

client empowerment What progress have you made on your critical actions for this area to date? Client sharing session in multiple markets NHSc participating in MWC/Techdate Note: most activities planned for Q2-3 What big successes have you had so far? What challenges are you experiencing? What are your planned actions for immediate next steps? MWC de-brief to clients in Japan, China and Australia Joint client events with Manhattan Research

change management What progress have you made on your critical actions for this area to date? Digital training, local/online taking place in most offices Digital leads identified and connected across all offices Digital community and sharing happening most markets and also across regions Taking and active role supporting rollout of PXL Our intell portals, molecule keeps on growing in terms of content and usage What big successes have you had so far? What challenges are you experiencing? + Plenty of interest and resources available - Still depending on a few key people and not part of DNA What are your planned actions for immediate next steps? PXL roll out Keep on pushing the digital community

storytelling / thought leadership What progress have you made on your critical actions for this area to date? Multiple articles published in industry press Supporting Truth about wellness update Lunch and Created & Launched Truth about Doctors Reviews for awards in progress What big successes have you had so far? What challenges are you experiencing? + Truth about Doctors - Time…. What are your planned actions for the immediate next steps? Award submissions Digital Health study with MRM Multiple conference presentations

McCann Health - Bullseye Plan Appendix McCann Health - Bullseye Plan Project Name | Date

core actions Build digital core team Creative Strategy A/S, PM Talent Build digital core team Creative Strategy A/S, PM KPI on office performance Competency matrix Spectrum Chart Digital %-age of revenue Digital pitch win ratio innovation offering Roll-out of MWG Innovation Offering DELIVERY/PRODUCT (Ability to offer) MH Product portfolio Hub & spoke model Explore hub & spoke opportunities TOOs AND PLATFORMS MWG toolkit rollout T2M Social Key client plan Digital action plan for top 3 clients Partnerships Connect with MWG digital partnerships process Collaboration with MWG CLIENT RELATIONSHIPS Consultative selling capabilities

Supporting Actions CLIENT EDUCATION Client event - best practice and great digital work – Bi-annual THOUGHT LEADERSHIP Digital health journey Engagement - patient/HCP Health & Brands Regulatory & Digital TRAINING Digital 101 training – all staff Digital Leadership A digital leader for each market AWARDS Min one digital entry per market CREDENTIALS & CASES Localised version of digital creds deck 4 digital submissions to Molecule - Annual EVENTS Truth about... Event - annual COMMUNITY Internal digital session - Monthly