史上最全的奧美培訓(xùn)與提案ogilvy background and

BackgroundandCapabilitiesHollandCarneyPresidentWesternRegion,U.S.AlexanderOgilvyPRWorldwideAgencyFactsFoundedin1987250employeesThirdlargesttechnologypracticeintheworldAtlanta?Boston?Dallas?Denver?London? LosAngeles?SanFrancisco?NewYork? SiliconValley?Washington,DCAwhollyownedsubsidiaryofOgilvyPublicRelationsWorldwide,aWPPcompanyGlobalPresenceUSA

Atlanta?Boston?Chicago?Dallas?Denver?LosAngeles?NewYork?

SanFrancisco?MenloPark?Washington,DC

Europe

Barcelona?Brussels?Dublin?London?Madrid?Milan?Paris?Prague?Seville?Stockholm?Vienna

Asia/PacificAuckland?Bangalore?Bangkok?Beijing?Chennai?Guangzhou?HongKong?Jakarta?KualaLumpur?Manila?Mumbai?NewDelhi?Seoul?Shanghai?Singapore?Taipei?WellingtonSuperiorTalentandCurrentExpertiseBroadand

DeepIndustryRelationshipsMarketSegmentLeadershipStrategicPartnershipsPositioningandmessagingProductlaunchesTechnicalproductreviewsMediarelationsIndustryconsultantand

analystrelationsIndustryrelations(partners,customers,channel,OEMs)Communicationsaudit

(media&analysts)CasestudiesBrandinginitiativesCoreAgencyPRServices&StrengthsConsumerBusinessInfrastructure-Telecommunications-Networking-ConvergenceAccountTeamEditorialServicesInvestorRelationsTechPolicyCommunicationsConference&TradeShowExecutiveManagementGlobalResourcesBrandingWorkplacePerformanceInteractiveServicesStrategicIndustryRelationshipsConferencesandTradeshowOurteamofdedicatedconferencemanagers,whomanagedmorethan300speakingopportunitiesand20top-levelnetworkingeventsin1999,armclientswithtoolsandservicestobuildtheirpresenceandmaximizevisibility,through:AttendanceatnetworkingeventsSpeakers’bureauMediaEventsandpressconferencesCreativepresenceopportunitiesSponsorshipopportunitiesAgencyResourcesEditorialServicesGroupOurin-houseeditorialservicesteam,comprisedlargelyofformerprintandbroadcastjournalists,assistsinthedevelopmentofthebrandpositioningandcontentthrough:CorporateidentitydevelopmentMessagingandpositioningworkshopsMediatrainingPressmaterialsBroadcastvideoeditingforVNRs,corporatevideos,tradeshowreelsCopywritingforspeeches,op/eds,pressreleases,slogansAgencyResourcesInvestorRelationsGroupLedbyinvestorrelationsexpertswithmorethan12yearsofexperienceinthefinancialindustry,AlexanderOgilvy’sIRGroupprovidesspecializedinvestorrelationsservicesfortechnologycompanies,including:

ServicesspecializedfortechnologycompaniestoassistclientsinallphasesofcapitalizationCoordinatedfinancialandcorporatemarketingcommunicationsShareholdercommunications,targetedoutreachtoinvestmentcommunity,strategiccounselFinancialpressreleasedevelopmentConferencecallscriptsandpreparationInvestorpresentationdevelopmentInstitutionalandsellsidemarketingBrokeragefirmconferencetargetingInvestmentcommunityfieldtripsAgencyResourcesTechPolicyCommunicationsGroupTechPolicyCommunications

(TPC)groupprovidesstrategiccounselandtacticalimplementationthathelpsclientspositionthemselveseffectivelywithkeyconstituencies.ThegroupisSiliconValley’sfirst-and-onlydedicatedtechnologypolicycommunicationsteamwithresourcesinWashingtonDC.

Relationshipbuildingwithtechpolicymedia,tradeassociations,policyorganizationsandpublicofficialsStrategicrelationshipswiththeTechnologyNetworkandICANNTechpolicymessagedevelopmentandmanagementIndustrygroupoutreachandcoalitionbuildingTechpolicyissuemonitoringandanalysis(EyesandEars)GovernmentrelationsoutreachCrisismanagementReviewoftech-relatedissuesmakingnewsinWashington,DC(WeekinReview)AgencyCapabilitiesGlobal.COMMGlobal.COMMisaclient-centeredapproachtotakeacommunicationsprogramglobal.Itpromotesthebrandinwaysthatfitthecompany’scapabilitiesandlocal,culturalandusageissues,using:G.tools:Aninnovativeapproachtomultinationalorglobalaccountmanagementconsistingofaproprietarysetofglobalcommunicationsaids:CalendarContactsIdea.NetInterviewmanagementFinancialmanagementConsumerExperienceBusinessExperienceInfrastructureExperienceIndustryRelationshipsProfessionalServices

Conferences

GeorgeGilderBobMetcalfeTechPolicy/Associations

EstherDysonRichardJ.RiordanJohnDoerrRichardSaulWurmanMediaMichaelMillerTonyPerkinsReferences“Alexanderhasbeenattheforefrontofturningoacool,culturalphenomenon.ForAlexander,

PRisabout

definingtheagenda.”Forbes,July26,1999MediaAccolades“NooneisbetterattalkinguptheinfluentialinsidersthanAlexander.Herpublic-relationsfirmislikethetechieF.B.I.:itkeepsdossiersonthemind-setsandhabitsof25,000journalists,stockanalystsandotheropinionleaders.”—VanityFairMay2000MediaAccolades“AsPamAlexander’sright-handwomanontheWestCoastforthepasteightyears,[Holland]Carneyhasbuiltmuchmorethanbuzz.Fromathree-personoutpostin1992,theSanFranciscooffice,whereCarneypresideshasbecomethehubofagrowinghi-techempire.”—PRWeekMay2000“ManythankstoAlexander,ourstellarPRfirm,whoalsodoesworkformanyoftheidealab!companies,forcreatingthesepublicityopportunities.”

—BillGross,idealab!ClientAccolades“AlexanderOgilvyhasplayedanextremelyimportantroleinthemarketingofHPNetServers.Theircombinationofstrongmediaandindustryrelationships,strategiccounselandthoroughimplementationhashelpedHPNetServersclaimpositivemindshareandinkinahighlycompetitiveenvironment.”

—CathyFitzGerald,HPEnterpriseNetServerDivisionClientAccolades“AlexanderOgilvy'scounselandstrategicexecutionofcommunicationswithrespecttoourpartnerships,acquisitionsandsponsorshipshasbeeninstrumentalinactingasacatalystandextensionofourowneffortstoachievebrandubiquityandtoattainleadershipinthee-healthcareindustry".—ReggieBradford,ChiefMarketingOfficer,Healtheon/WebMDExperienceLExtensiveMediaRelationsBrandAwarenessProgramsExecutive/CorporateVisibilityBuildingbrandawarenessandconsumerusageinnewonlinemusicfrontierOBJECTIVESSTRATEGIESRESULTSAlexanderStrengths

EstablishasaleaderintheonlinemusicindustryandaplayerwithinthetechnologycommunityBuildbrandawarenessDriveconsumerandbusinesscustomerstositeBuildrelationshipswithbusiness,technology,lifestyleandentertainmentwritersatnationalnewspapersandmagazinesElevatevisibilitywithconsistentpresenceatindustryconferences,tradeshowsandpanelandspeakingopportunitiesLwinswidespreadcoverageinheavy-hittingpublications,includingNYTimes,USAToday,RollingStone,HollywoodReporter,Variety,Upside,Fortune,WallSt.Journal,Playboy,Hits,amongothersLexecutivesinvitedtoattend/speakatanumberofinfluentialconferences,includingDigitalLivingRoom,CMJMusic,DigitalHollywood,Plug-in,InternetOutlookandWebvoice.Bolstered’spositionasleadingonlinemusicsiteiPIXBusinessPressRelationshipsExecutive/CorporateVisibilityCreativestoryangledevelopment

OBJECTIVESSTRATEGIESRESULTSAlexanderStrengths

PositioniPIXastheleaderinInternetimagingSecurecoverageintargetedbusinesspublicationsforincreasedindustryrecognitionandbrandubiquityElevateiPIXvisibilitywithtradepressandverticals,includingtravelandrealestateDevelopcompellingcompany/executivestorytoattractnationalbusinesspressUtilizeexecutivespokespeopleforincreasedexposureatconferencesandnetworkingeventsGarneredcoverageinmajorbusinesspublicationsincluding,WallSt.Journal,IndustryStandard,NewYorkTimes,USAToday,SFChronicle,WashingtonPost,Reuters,amongothersSecuredfeatureprofileinRedHerringasadirectresultofpitchingtheiPIXsuccessstoryandcorporatevisionJimPhillip,CEO,invitedtospeak/attendTED,InternetSummitandiDeals,amongothersICANNOfficiallylaunchedfirstglobalprivatesector,selfregulatoryorganizationfortheInternetOBJECTIVESSTRATEGIESRESULTSMediaRelationsMessagingandPositioningPolicyBackgroundPoliticalKnowledgeandConnectionsCrisisCommunicationsHigh-levelStrategicCounselLaunchICANN–positionasabottom-up,consensusbasedorganization

inordertoestablishtrustwithglobalInternetcommunityDevelopcloseworkingrelationshipswithmediaandpolicymakers

aroundtheworldMeetorganizationalandpolicyobjectivesthroughpoliticalandmediacommunicationsDevelopeducationalandbackgroundmaterialstomakeICANNmoreaccessibleandeasilyunderstoodEducatepolicymakersthroughone-on-onemeetingsbetweenICANN

leadershipandU.S.MembersofCongress,U.S.Governmentofficials

andinternationalgovernmentrepresentativesLeveragehighprofilereputationsofICANNBoardofDirectors,including

EstherDysonandVintCerfServeasaccessiblespokespeopleformembersofthecommunity,mediaandpolicymakersIncreasinglypositivecoverageofcomplexsubjectmatterinhighprofilemedia,includingNYT,WashingtonPost,WSJ,CBSNews,CNBC,Time,Newsweek,BusinessWeek,LATimes,SJMercuryNews,SFChronicle,CNETandReutersContributedtoICANNsuccessfully:Defendingagainsthostilecongressionalinquiriesandhearingsandchangingpublic

andcongressionalopinionoftheorganizationIntroducingcompetitionintothedomainnameregistrationbusinessDevelopingandimplementinganti-cybersquattingpolicyHostingseveralmeetingsaroundtheworldwithhundredsofparticipantsbothin

personandremoteAlexanderStrengths

CitySearchOBJECTIVESSTRATEGIESRESULTSMarketBuildingMediaRelationsReviewsManagementCorporateMessaging/PositioningDefineanewmarketsegment(localonlinecontent)withCitySearch

astheleaderDefendCitySearch’spositioningagainsthigher-profilecompetitors

MicrosoftandAmericaOnlineDrivesitetrafficCrafthigh-level,strategicmessagesforCitySearch,andfiltermessagesdownthroughtacticalactivitiesEngageinaggressivemediaandanalystrelationstopromote

CitySearch’sdefinitionofthemarketUncoverandparticipateinreviewsandroundups,shapingthemtobebeneficialtoCitySearch’sofferingsInanincreasinglycompetitivefield,CitySearchwasconsistentlyreferredtoastheleaderinlocalonlinecontentGarneredwidespreadcoverageinmajordailybusinessandtradepublicationsPioneeringNewUnchartedMarketsAlexanderStrengths

idealab!StrategicvisibilityprogramcreatesanindustryvisionaryOBJECTIVESSTRATEGIESRESULTSAttractinvestor,mediaanduserinterestforidealab!,aleadingInternetincubatorcompanyPositionCEOBillGrossasanindustryvisionarytohigh-levelmediaandinfluencersbysecuringandleveragingstrategicspeakingopportunitiesDeveloppresentationsthatdeliverconcise,succinctmessages,andorganizemediatrainingtoensureeffectivedeliveryofmessageBillGrossappearedasaspeakeratleadingindustryconferencessuchasPCForum,DEMO,Agenda,TED,PersonalTechnologyOutlookandSpotlightVisibilityresultedinseveralhigh-profilefeaturestoriesinpublicationssuchasBusinessWeekandTheEconomistSpeaker’sBureauMediaTrainingLeveragingInsiderConnectionsAlexanderStrengths

StarMediaOBJECTIVESSTRATEGIESRESULTSIntroduceStarMedia,LatinAmerica’s#1onlinenetwork,totheexclusive

SiliconValleyinfluencer,analyst,investmentandmediacommunitiesCreateStarMediabrandawarenessintheUnitedStates,specificallyin

SiliconValleyandNewYorkCityPositionStarMediaasanauthorityandresourceontheLatinAmerican

businessandtechnologyinvestmentenvironment

CreateaStarMedia“buzz”:Holdanexclusiveeventhostedbyanddebuting

StarMediainSanFranciscoontheheelsofthecompany’srecord-breaking

financialnewsannouncementLeveragingthecacheoftheChurchillClubname(knownforitsexclusive

SiliconValleyinsidermembership),drivehigh-levelSiliconValleymedia,

industryinfluencerandfinancialcommunityattendancetotheeventPrepareapanelattheeventthathighlightstechnologyinvestmentopportunities

inLatinAmerica,showcasingthesuccessoftheStarMediabrandintheregion

TheprogramwasanoverwhelmingsuccesswithkeySiliconValleyinsiders,

analysts,andmediaactivelyparticipatingintheeventStarMedia’seventandfinancialannouncementreceivedcoverageinavariety

oftargetednewsoutlets,including:SFExaminer,RedHerringOnline,Upside,

TheIndustryStandard,WallStreetJournal,NewYorkTimes,AdvertisingAge

andBusinessWeekStarMediaexecutiveshavereceivednumerousinvitationstospeakathigh-levelconferencesintheUntiedStatesregardingopportunitiesintheSpanish-andPortuguese-speakingcommunities,includingBusinessWeek’sAmerica’sSummit.AlexanderStrengths

SiliconValleyInsiderCampaignBrandAwarenessProgramsLaunchEventsSuccessfullylaunchedestablishedLatinAmericanbrandintoUSonlinemarketQwestCoveringallthebasesintheQwest/LCImergerannouncementOBJECTIVESTRATEGIESRESULTSSuccessfullyannouncethemulti-billiondollarmergerofQwestandLCItokeyaudienceswithlessthan36hoursnoticeCommunicatesynergiesbetweenmergingcompaniestoreflect“smartmove”industrypositioning

ProvideonsitePRcounseltokeyplayersonmergerpositioningEnsureconsistencyofmessagingamongQwestandLCImanagementandcorporatecommunicationsstaffMaintain“business-as-usual”acrossotherQwestPRinitiatives

ExtensivebroadcastcoverageincludingliveinterviewsonCNN,CNBCandFoxfinancialprogramCoveragein50majordailybusinessandtradepublicationsSuccessfullymanagedlast-minutekeynotespeakingsubstitutionatNetworkOutlookconferenceAlexanderStrengthsMediaRelationsStrategicCounsel

Cross-agencyResourcefulnessHealtheon/WebMDValidatemanagement’scommitmenttofollowingthroughonitsfivekeyinitiatives:connectivity,content,partnerships,distributionandbrandingCreatebrandawarenessanddistinguishHealtheon/WebMDastheonlycompanyprovidingend-to-endhealthcareinfrastructureRaiseinterestinHealtheon/WebMDamongthemainstreammedia,sellside

analysts,institutionalandindivid