1. 1 © HSR Business to Business. All Rights Reserved. Wednesday, January 29, 2003 An Introduction to HSR Presented to:

2. 2 © HSR Business to Business. All Rights Reserved. HSR Business to Business offers the most advanced approach to Business to Business marketing 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

3. 3 © HSR Business to Business. All Rights Reserved. Business to business marketing is now characterized by sweeping changes Globalization Deregulation/privatization Rapid commoditization E-business

4. 4 © HSR Business to Business. All Rights Reserved. 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. 5 © HSR Business to Business. All Rights Reserved. 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. 6 © HSR Business to Business. All Rights Reserved. The only agency ever to receive Advertising Age’s Business 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. 7 © HSR Business to Business. All Rights Reserved. The only agency invited to be a member of the Institute for the Study of Business Markets (ISBM) ISBM Membership

8. 8 © HSR Business to Business. All Rights Reserved. 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. 9 © HSR Business to Business. All Rights Reserved. Clients we serve

10. 10 © HSR Business to Business. All Rights Reserved. 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 NORTH AMERICA HSR Business to Business (headquarters) Cincinnati EUROPE MARSCHNER + KUHN Frankfurt SOUTH AMERICA AD COMMUNICACAO Sao Paulo ASIA/PACIFIC RIM PR PARTNERSHIP Hong Kong FLAGSHIP AGENCY

11. 11 © HSR Business to Business. All Rights Reserved. Strategy & Client Services Advertising & Promotion Internet Services Public Relations 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:

12. 12 © HSR Business to Business. All Rights Reserved. HSR Business to Business Team Strategy & Client Services Advertising & Promotion Public Relations Internet Services Rick Segal Tom Rentschler Kellie GrobMike Hensley Strategy Development & Integration Senior Strategy Consultant Implement Integration Optimize Best Practices Senior Executives Senior Client Service Executives Marketing Management Specialists Art Directors Copywriters Graphic Designers PR Consultants Project Managers Art Directors Copywriters UI Designers How our resources are deployed on behalf of our clients

13. 13 © HSR Business to Business. All Rights Reserved. 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. 14 © HSR Business to Business. All Rights Reserved. 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 Powerful Messages Artfully and Faithfully Executed Across All Media The HSR Business to Business creative development process is distinguished by:

15. 15 © HSR Business to Business. All Rights Reserved. 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. 16 © HSR Business to Business. All Rights Reserved. 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. 17 © HSR Business to Business. All Rights Reserved. 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