Zulily pitch deck

1. JANUARY 2015
WE ARE
MSLGROUP

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WE ARE PART OF PUBLICIS GROUPE
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MSLGROUP is the flagship communications and engagement company
in the Publicis Groupe
One of the world’s largest communications companies, Publicis
Groupe employs over 50,000 professionals in 104 countries and
offers local and international clients a complete range of marketing,
digital and communications services

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MSLGROUP Agency Overview
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11 Offices
600+ People
A LARGE
FOOTPRINT
130
50
Digital & Social Media
Specialists
Media Relations
Experts85
Corporate Comms
Professionals
Consumer Marketing
Powerhouse
Winner of 50 Awards in 2013
o Atlanta
o Boston
o Chicago
o Detroit
o Los Angeles
o Montreal
o New York
o San Francisco
o Seattle
o Toronto
o Washington

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PARTNERING WITH THE WORLD’S BEST
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Key Practice Areas And Service Offerings
Consumer Technology Events
Brand Citizenship/ CSRContent Creation
Corporate Reputation Crisis & Issues
Employee
Social/Digital
Creative Services
Media Relations
Research & Measurement
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5Things To
Remember About
MSLGROUP
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We develop communication
strategies that inspire consumers to
led more healthful lives.
MSLGROUP has successfully led a
broad range of initiatives for health &
wellness brands, from launching a
new brand campaign for ZICO
coconut water, and engaging Larry
the Cable Guy to talk about health
on a tour of football game tailgates,
to launching and promoting,
Brazuca, the 2014 FIFA World Cup
Official Ball by Adidas.
1 We’re Experts In Health & Wellness
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“Better For You” Food & Beverage
Athlete
Integrations
Sports & Fitness
Vitamins and Supplements
Experience Highlights:

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In this ever-changing retail marketing
environment, MSLGROUP’s retail specialty
group creates standout marketing and public
relations programs.
For external audiences, we have executed
hundreds of PR and marketing programs from
seasonal campaigns and in-store events to
sponsorship activations and community
relations initiatives that drive differentiation,
traffic and sales.
For internal audiences, our Employee practice
is skilled at developing programs designed to
drive engagement, employer reputation,
change adoption, retention and recruitment.
2 We Connect Retailers With
Consumers And Employees
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Our goal is to garner not just quantity
of coverage, but quality coverage.
With 50 media professionals across North
America, we have one of the largest media
departments in the business.
Our media team is comprised of former reporters
and producers from ABC, CBS and CNN. They
hold personal one-on-one relationships with
hundreds of top-tier, agenda-setting reporters.
Our 24-hour “Real-Time News Center,” which
functions just like a newsroom allows us to
identify and capitalize on trends and immediate
media opportunities.
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3 We Drive Media Coverage And Conversation
MSLGROUP’s Real-Time News Center

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We bring world-class communications, creative
and production expertise to live events for
consumers and media. From store openings and
corporate meetings to major on-the-ground
sponsorship activations, our events team offers
end-to-end capabilities.
Our approach to creating breakthrough events for
maximum PR impact:
Relevance:
Create hyper-targeted experiences
Valuable:
Develop beneficial value exchanges
between brands, media and customers
Sustainable:
Spark relationships
Memorable:
Make a lasting impression
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4 We Create Break Through Events
Need image

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Crisis mitigation starts with a sound
preparedness strategy. First and foremost,
cultivating stakeholder relationships ensures
there’s enough goodwill to weather a storm.
Next, a clear assessment of vulnerabilities
drives the creation of a crisis plan. Finally, the
plan is tested with real-world scenarios, drills,
and real employees as participants.
Our approach for effective crisis management:
Be prepared:
Conduct comprehensive scenario planning
Be transparent
Proactively share information
Be consistent:
Communicate one, clear message
5 We Manage Crises Effectively
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Case Studies

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CASE STUDY
CHALLENGE:
Drive awareness of and conversation about The Home Depot’s 2013 quarterly DIH
Workshops: Inspired by Pinterest, and position The Home Depot as the source for
female-focused designed inspiration.
ACTION:
MSLGROUP leveraged bloggers to act as the mouthpiece for the program to reach
female audiences through Twitter, blogs and traditional media, as well as increase
awareness of and attendance by encouraging attendees to share their experience via
social media. We partnered with 25 influential bloggers to promote the Workshops
through their social channels, local media outreach and in-store activation. We
executed Twitter Parties and pitched local print, online and broadcast media and
pushed adoption of the hashtag #DIHWorkshop before, during and after each event,
to drive traffic to the registration site.
RESULT:
• The DIH Workshops: Inspired by Pinterest program generated more than 160 million
Twitter impressions using the first-ever The Home Depot Hashtag, #DIHWorkshop
• More than 73 million media impressions
• 248 placements through local print, broadcast and online media
• Attendance for the workshops increased over 529 percent in partner stores
• 92 percent of respondents said they would attend another DIH Workshop.
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Driving Retail Traffic Through
Social Engagement

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CASE STUDY
CHALLENGE:
Binge TV watching was seen as a societal negative, with Netflix to blame. Tasked to
change this perception and position Netflix as a best-in-class TV content provider.
ACTION:
Launched an integrated communications campaign called “Taking the Bite out of the
Binge” that embraced binge-watching head-on with third-party survey results and a
partnership with a cultural anthropologist. The strategy drove top-tier media and
content results that reinforced Netflix as a thought leader in the TV space and
reprogrammed the way media and consumers view “the binge.”
RESULT:
• Garnered more than 225 unique stories in influential top-tier media
• More than 1 billion media impressions
• Roughly 95% positive sentiment surrounding key messages
• Increased satisfaction among subscribers to all-time high of 66%, up from 62% one
year prior
• Reinvented the binge-watching trend as one to own vs. avoid
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Seizing A Trend To Break Through
The Clutter
MSLGROUP | CREDENTIALS | DECEMBER 10, 2014

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CASE STUDY
CHALLENGE:
Consumer research revealed that there are diverse needs and obstacles for consumers
who are looking for the lowest prices and the best experiences. We were asked to
create a consumer solution for Best Buy to help customers understand and get the most
out of the latest technologies.
ACTION:
MSLGROUP branded and activated the “Blue Shirt Network,” Best Buy’s retail staff
who, unlike the competition, don’t work for commission and are highly trained. We
positioned the Blue Shirt Network as “must-be-quoted” experts in local markets and
national media on latest technology, convergence and education. Blue Shirts were
leveraged for all seasonal campaigns, e.g., finding the perfect gift, and
AskABlueShirt.com was created to host live chats demonstrating service to Web users.
RESULT:
• Trained and activated 120+ Blue Shirts as a powerful spokesperson network;
producers at major national outlets routinely make requests to local stores
• Secured more than 1.2B impressions at launch and throughout the holiday season
• 70% of coverage was in 19 local markets with 85% delivering key messages
• Ultimately, the Blue Shirt Network changed the way consumers learn about and
purchase electronics
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Branding The Blue Shirt Network

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CASE STUDY
CHALLENGE:
Develop a compelling employer brand for Ahold’s five U.S. business divisions, including
Stop & Shop, Giant and Peapod, that aligns to a global business strategy and a regional
brand strategy.
SOLUTION:
The employer value proposition for AUSA centered on the idea of opportunity. It was
flexible enough to account for many interpretations and positioned AUSA as an employer
where one can grow, thrive and get better every day.
The creative expression came to life in a simple statement and promise: So much in store.
‘So much’ meaning opportunity and ‘in store’ nodding to the future, a direct reflection of
their global commitments or ‘promises.’
RESULTS:
• Turned the global ‘Promises’ into a compelling and authentic offer for new and current
associates.
• Currently being implemented across the five divisions.
• Providing much needed guidance on tone of voice for the divisions.
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Inspiring Employees At AUSA’s Retail
Operations

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Meet The Team

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PROFESSIONAL HIGHLIGHTS:
• Launched Tropicana’s Trop50 low calorie orange juice beverage.
• Helped celebrities tell their stories of struggles and success with personal health
for Weight Watchers, Nutrisystem and Atkins.
• Reminded moms of their love for Strawberry Shortcake and Care Bears.
• Worked with Jenny Craig to help diabetics maintain a healthy lifestyle.
• Preached the hydration benefits of ZICO Coconut Water.
• Helped Nutella celebrate it’s 50th Anniversary with a limited edition cronut hole.
Kas Rigas
Strategic Oversight
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PROFESSIONAL HIGHLIGHTS:
• Serves as a member of the agency’s digital executive team and provides strategic counsel to key
clients.
• 10+ years as a leader in emerging media and technology to help companies navigate the shifting
landscape and develop smart, effective integrated digital engagement solutions.
• Applies smart digital strategy to generate authentic sustained advocacy for many of the world’s
most recognizable brands including P&G, PayPal, Motorola, Suave, Disney, Lunchables, General
Mills and Activision.
• Published articles found in The Holmes Report and PRNews and is frequently quoted in Mashable,
Forbes, INC.
Marcy Massura
Digital Lead
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PROFESSIONAL HIGHLIGHTS:
• Maintains strong relationships with top tier media including People.com, TIME.com,
USA Today, Yahoo!, New York Times, Pop Sugar, Fox & Friends, Huff Post Live,
ABCNews.com, GMA Live, Parade.com, OK! Magazine, Sirius Satellite Radio, etc.
• Drives Media Strategy and provide day to day client counsel on ZICO Coconut Water;
Metamucil and Align
• Implemented and Executed the ZICO 2014 Crack Life Open PR Plan which garnered
over 108 million impressions
• Drove and executed Weight Watchers robust blogger relations program.
• Wrote for ABCNews.com.
Nicole Chismar
Media Specialist
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PROFESSIONAL HIGHLIGHTS:
• Shaped brand stories for world-class brands like Emirates Airline, Tiffany & Co., Rolls-
Royce Motor Cars, Moët & Chandon, Origins, Juice Beauty, The James Hotel, Range
Rover, Jaguar, as well as the Caesars Entertainment properties.
• Worked with New Balance to coordinate media events for its sports technology bar and
launched its lightest running shoe.
• Launched the original Skinny Girl Margarita with Bethenny Frankle and organized the
openings for over 25 ULTA Beauty locations.
• Helped lead the party for multiple locations of Clear Channel’s Jingle Ball.
Ariel Cohen
Media Relations & Event Execution
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22. MSLGROUP.COM
Thank You!