The things we do

Weekly - Internal WIP & Finance WIP. No WIP with Client Fortnightly internal review of Competitor activities. Monthly Competitive Review to be sent out by the 3rd of the following month Marketing Budget control Update Clients on weekly basis Act as reference point for all project co-ordination between markets

One key/master contract versus localized contracts One lead market versus localized executions Product focus vs. market focus Remuneration (Hours, retainer, fees, commission etc.) Local adaptations vs. local development what are the parameters Dealings with local client levels or regional client levels Responsibility / accountability Key contacts Coordination with media/printers/3rd party vendors; if applicable

Different types of processeses

Then: Three regions Country focus Local, regional and global brands Unique packaging Specialized SKUs One off introductions Local executions Create it here Focus groups, gut judgment Disparate perspectives Now: One Platform Category focus Global & Platform brand focus Packaging alignment Product harmonization Coordinated launches Global & Platform campaigns Adopt, adopt, platform wide efforts Sig./sig. Centralized view

Our Ad Development Starting Point

Asia: Regional advertising development process was created and implemented two years ago in Asia While not perfect, process has helped, along with other practices, to drive the creation of a more effective and efficient advertising program

Americas: There was no established, formal regional production process The sheer volume of work and differentiation on many of the SKUs and brands advertised made this a very difficult proposition Recently, there appears to be more coordination than before

Key Learnings
Volume of work, even in Asia, was very heavy 20+ creates, all must be followed, if not, closely managed 60+ adopts, adapts, revisions, which must be managed almost as closely as creates Americas makes this look like childs play No one was the font of all knowledge and cooperation between the local and regional was critical for success Local had greater insights on competition, marketplace and target Regional had more knowledge of brand and equities as well as a better perspective of the needs of other countries Time was not our friend Local teams wait to both start and approve work as if they controlled the calendar Regional leadership is difficult to schedule and 24 hour like turnaround expectations are unreasonable

Key Issues Process Must Address

Garnering right strategic inputs: Local: Target, market and competitive Platform: Brand and campaign equities; link between Champion and Participating countries (align Champion and Participating country requirements) Managing timing: Significantly adjust the typical fire drill timelines to be sensitive to others schedules Leadership/Approvals: Get the right people at the right time Global & Platform brands: Platform Marketing Directors lead, Managing Director-Marketing/President sign off at key steps Local brands: Local MDs lead Action Standards: Sig./sig. in all countries where tests are conducted; adopts/adapts of sig./sig. work in all other cases Split copy test results (i.e. sig./sig. in one country and missed hurdles in another) will be addressed on a case by case basis Ultimately, we will look to leverage experience in copy testing same executions across different countries to better predict patterns and deal with special situations

Developing Platform Brand Portfolio & Classification

Category
Pest Control

Global
Baygon, Raid, OFF!

Platform
Autan**, F-Killer**, All Out**, Paral, Skinguard**

Local*
Finis, Mosfly, Ratgon, Tikal, Skinguard, Mafu, Fuyi, Formitox, Oko, Mas

Air Care Home Cleaning

Glade (Brise), Oust Pledge (Blem, Pronto, Pride), Duck (Pato), Mr. Muscle, Glade

Bayfresh**, Lysoform Lysoform, Bayclin, Kabikiller, Pipe Unish, Shut Beautiflor, Brishine, Bravo, Brilhol, Brillosita, Ceramicol, Completo, Colorfiel, Drano, Echo, Efro, Favor, Genie, GloCot, fantastik, Glomosa, Johnson, Klir, Klaro, Dremosa, Optimum, Purex, Pass, Quick, Roma, Roma Coco, SC Johnson, Valor Cementik, Vero, Axi, Crew, Clear, Daily Pure, Goodards, Finis, Freedom, Future, Hi-Glo, Java, Johnson Wax, Jubilee, K&F, Kantarch, Karakurin, Pato Purific, Plexon, Stubborn Dirt, Tenpuru, Terra Care, Windex, Vanish, Yukapita, Zukkurin

* Many Local brands are candidates for consolidation into Global brands; **Aligns with global positioning

Overview of Developing Platform Ad Process for Global and Platform Brands

Approval Roles and Responsibilities
Platform Marketing Directors Concept Development USP, Positioning etc. approvals Creative Development & Approvals (including GSARA) Animatic Development & Copy Testing
Final approval

Timing
TBD

Managing DirectorMarketing/President
Secondary

Final approval

2 weeks

Secondary

Secondary Final approval

4 weeks 7-8 weeks 2 weeks

Final approval

Secondary

Shooting Board
Final Production

Secondary approval

Final approval

Final approval

5-6 weeks

Secondary

See appendix for detailed step by step actions

Appendix: Ad Process - Step by Step

Phase 1: The Concept Roles and Resposibilities Client Action Steps

MANAGING DIRECTORMARKETING/ PRESIDENT PLATFORM MARKETING DIRECTOR X Y Y X X X Y Y (concept tested local) X Y CHAMPION COUNTRY Y X Y Y Y

Agency

Step1: Gather regional and champion country team Step 2: Draft concept for approval Step 3: Garner feedback for draft concept Step 4: Final approval of concept Step 5: Test concept (qualitative and quantitative) Step 6: Modifications/refinements to concept

Milestone Step
Validation of concept to be used as basis for for advertising development
X = Lead Decision Maker Y = Provide Input X Y

Phase 2: BAR Roles and Resposibilities Client Action Steps

MANAGING DIRECTORMARKETING/ PRESIDENT PLATFORM MARKETING DIRECTOR X Y Y Y X (GSARA) CHAMPION COUNTRIES Y Y X Y X (Local issues) Y X Y X Y

Agency

Step1: Review concept test results for BAR implications Step 2: Draft initial BAR Step 3: Garner feedback of draft BAR Step 4: Moidifications/revisions to BAR Step 5: Obtain clearance for claims/key support points

Milestone Step
Final Approval of BAR
Y X Y Y

X = Lead Decision Maker Y = Provide Input

Phase 3: Creative Development & Approvals Roles and Resposibilities Client Action Steps
MANAGING DIRECTORMARKETING/ PRESIDENT PLATFORM MARKETING DIRECTOR Y X CHAMPION COUNTRIES Y Y Y Y Y X Y Y X

Agency

Step1: Creative development, testing and production timeline Step 2: Approval of timeline Step 3: Assign Creative team; begin creative development Step 4: Initial creative presentation Step 5: Revisions to creative Step 6: Obtain clearance for all claims/copies (including GSARA)

X Y X X X Y

Milestone Step
Creative approval
X Y Y Y

X = Lead Decision Maker Y = Provide Input

Phase 4: Animatic Development & Copy Testing Roles and Resposibilities Client Action Steps
MANAGING DIRECTORMARKETING/ PLATFORM MARKETING PRESIDENT Step1: Contact ASI/MWB and coordinate copy testing Step 2: Prepare an estimate for animatic production Step 3: Approve animatic production estimate Step 4: Produce and present animatic Step 5: Revisions to animatic Y Y Y X Y Y DIRECTOR X (Research Director) CHAMPION COUNTRIES Y Y X Y X X

Agency

Milestone Step
Final approval of animatic for copy testing Y X Y Y

X = Lead Decision Maker Y = Provide Input

Phase 5: Shooting Board Roles and Resposibilities Client Action Steps

MANAGING DIRECTORMARKETING/ PRESIDENT PLATFORM MARKETING DIRECTOR Y Y CHAMPION COUNTRIES X

Agency

Step1: Receive and review copy test scores Step 2: Prepare next step recommendation Step 3: Revisions to creative (or start back from BAR phase)/develop final storyboard Step 4: Obtain clearance for any new/revised claims/copies (including GSARA)

X Y X (GSARA) Y X (local cleanrance) Y X

Milestone Step

Approval of shootingboard for final production

X = Lead Decision Maker

Phase 6: Final Production Roles and Resposibilities Client Action Steps

MANAGING DIRECTORMARKETING/ PRESIDENT PLATFORM MARKETING DIRECTOR Y Y Y Y Y Y Y Y CHAMPION COUNTRIES Y X X X Y Y Y Y X Y Y Y X X X X

Agency

Step1: Bid job/prepare production estimate and timetable Step 2: Approve estimate Step 3: Obtain final approval for commercial Step 4: Pre-production-talent, music, etc approvals Step 5: Shoot Step 6: Present rough cut Step 7: Revisions to rough cut Step 8: Finish commercial

Milestone Step
Approve final commercial for airing
X = Lead Decision Maker Y = Provide Input Y X Y Y

Pest Control Equity Development Projects

Brand Baygon/ Raid Repellents

Status Brand Equity Guidelines completed Positioning approved, broadly, with the ability to address different usage occasions between and among the two platforms

Key Issue/Need Proper and consistent implementation Rumble Off! campaign Develop approaches behind Kids and Family lines (including disease) Test/evaluate/approve campaign approach Develop campaign guidelines

Lead Developed and Developing Developing

Timing Ongoing

May Nov.

Global and Platform Pest Control Key Projects FIK Blossom F-Killer
Action Steps
Claim Development BAR

Completion (w/o)
November 20, 06 December 4, 06

Duration
TBD 2 weeks

Creative Development & Approvals

Animatic Development Copy Testing Shooting Board Final Production On-air Date

January 1, 07
January 22, 07 February 19, 07 March 5, 07 April 9, 07 April 16, 07

4 weeks
3 weeks 4 weeks 2 weeks 5 weeks 1 week

Champion Countries: Creative Development Korea

Champion Countries: Copy Testing Korea

Participating Countries

Korea

Global and Platform Pest Control Key Projects IACIK Raid Marlin
Action Steps
Project Initiation BAR Creative Development & Approvals Animatic Development Copy Testing Copy Test Results & Direction if Failed Creative Development & Approvals Animatic Development Copy Testing Shooting Board Final Production On-air Date
Champion Countries: Creative Development Argentina Champion Countries: Copy Testing Argentina

Completion (w/o)
October 23, 06 November 6, 06 December 4, 06 January 8, 07 February 12, 07 February 26, 07 March 19, 07 April 9, 07 May 14, 07 May 28, 07 July 9, 07 September 3, 07
Participating Countries

Duration
1 week 2 weeks 4 weeks 5 weeks 5 weeks 2 weeks 3 weeks 3 weeks 5 weeks 2 weeks 6 weeks 2 weeks

Argentina, Chile, Uruguay, Mexico, Central America, Andean

Global and Platform Air Care Key Project Completed Projects

Project Name Lead Country Participating Countries
South Africa (TBC)

Completion date
November 06

On air date

Mr Muscle Destroyer Mr Muscle Prespotter Mr Muscle Kitchen HD

Argentina

On air

Argentina

November 06

January 07

Platform

Indonesia, Philippines, Malaysia, Singapore, Taiwan*, Venezuela, Mexico, Argentina, Central America, South Africa, Central America, Brazil (08), India, MENA, Australia, New Zealand Philippines, Singapore, Malaysia, Indonesia, Thailand

November 06

First on air date December 06

Mr Muscle Mold and Mildew

Platform

November 06

December 06

Executive Summary/ Implications

30 copy should be the norm for DING production Avoiding comparative ad is the safest choice, although generic categorical comparative ad could be done for the whole Platform, close collaboration with SCJ is still mandatory. Family, kids and pets tend to work very well in general. Humor is difficult to achieve across platform, but light-hearted and positive tone is definitely welcomed in everywhere Linear message with product benefits, simple storytelling with real life situations tend to work well across platform with few exceptions (Thailand, for instance) There are many legal guidelines concerning especially Pest Control category, very close collaboration with SCJ and local agencies must be the norm practice to ensure accuracy and efficiency

Malaysia
Average SCJ copy duration 20 Average competitors copy duration 30 Can we make competitor claims? To what extent? No Guidelines of what is not allowed in the country Not allowed to feature the following: dogs/ pigs/ mythical creatures (dragons, etc.) Strapless tops and indecent outfits (bikinis, etc.) Very strict regulations for pest control products consult closely with SCJ legal Some do that have worked well in the past N/A Some dont that have worked well in the past N/A

Singapore
Average SCJ copy duration Average competitors copy duration Can we make competitor claims? To what extent? Guidelines of what is not allowed in the country Some do that have worked well in the past Some dont that have worked well in the past

30

30

Only general category comparisons are allowed, cannot compare brand to brand

Religion, superstitions, sex, superlative claims (unless substantiated with data)

N/A

N/A

End In Mind
How do I build an International Sub-Master?
Technology/ Product Positioning/ B*A*R Copy Testing
Rapid, efficient qualification

Brand

Creative Idea
Single global creative idea, easily adapted, rapidly deployed.

Execution
Limited number of executions. Strong production efficiencies.

Ideal

Single technology. OR Base + low cost version.

Single global brand.

Single B*A*R

-Multiple concepts. -Significant difference in underlying technologies/ products. -Pricing issues. -Varying competitive realities. -Varying frames of reference. Need for local testing to confirm appropriateness for individual markets. Cultural differences. Languages. Packaging variations.

Barriers

Brand entropy.

Countries want to customize.

Pre-production planning

Resolution

-Limit concepts to 1+1A for Ding and Ded Migration? Accommodation? -Address only true deal breakers.

-Lead market copy development and testing. -Template approach to creative

-Lead market testing only -Qualitative in locals?

Template approach to production Ethnically neutral casting Global talent buy-outs