1. STCASSOCIATES/20YRS
Response to Tata Communications
Chemistry Meeting
25 October 2011

2. OBJECTIVES OF THIS SESSION
The STC you haven’t seen yet
Campaign science
Indian experience
B2B and beyond
What we need to deliver on
STCASSOCIATES/20YRS 2

3. B2B
is
beautiful

4. CAMPAIGN SCIENCE EQUINIX
Campaign Start
One year ago
18 months, 18 internal clients
across 3 regions
Across All Verticals
• Cloud and IT services
• Content and digital media
• Enterprise
• Financial services
• Mobility
• Networks
• Federal government
Return On Brand
• 52% increase in acquisition and
retention
• 74% increase in enquiries
• Global campaign delivered 33.47%
Campaign Progress over plan metrics
Today • Increased shareholder stability
• Best-rated training induction by sales
• Best-rated customer experience
STCASSOCIATES/20YRS 4

5. INDIAN EXPERIENCE ACCENTURE
Promote Yourself
Campaign Start
One year ago 14 months, 14 internal clients,
serviced across Bangalore,
Mumbai and Delhi
High Performance, Delivered.
To be the best,
you need to be surrounded
We’re working to make Accenture bigger and by the best.
better than ever. That’s where you can make
a difference. So bring the best of your friends
to apply for positions here. If they get hired,
you know you’ll be part of a new, even higher
performance workforce. And you’ll receive some
great prizes.
Operating Groups
Consulting • Technology • Outsourcing • Communications and High Tech
• Financial Services
• Products
• Health & Public Services
• Resources
Services
• Growth Strategy Programs
• Client business development programs
• Networking events (India Formula 1 GP,
IPL)
• CCM / OCM (1000 client touchpoints)
• Launch of CXO Councils
Recruitment Marketing
• 35,000 recruits across 71 cities
• Yahoo!/Accenture joint program
CSR
• High Performance Nation campaign
Campaign Progress • 25 year anniversary
Today
Digital marketing
STCASSOCIATES/20YRS 5

6. B2C
and
beyond

7. STCASSOCIATES/20YRS 7

8. WHAT DO WE NEED TO DELIVER ON | RATIONALISING THE PLAN
STC objectives for staffing and servicing account
Create servicing alignment that delivers on business outcomes
Leverage existing footprint to scale business further
Allocate and expand India staff to support Tata Communications India business previously
excluded from STC scope
Centres of excellence to provide expertise and efficiency
STCASSOCIATES/20YRS 8

9. PRESENT ACCOUNT ALIGNMENT
GLOBAL STRATEGY MARKETING ORGANISATION
(SRIDHAR RAMASWAMY)
CORP COMM GES GCS GVS AMERICAS EMEA APAC INDIA DIGITAL
ROZZYN BOY AMIT SINHA ROY SARINA TU ISABELLE TURCOTTE TAYLOR SALMAN RALPH VARCOE EMMANUEL LAPIERRE BIJAYA BASU ASHISH TEWARI
NATALIE CHAK MANOJ MANI CONNIE BELSITO MARCELLE FERLAND KEVIN WATSON ANDY FAUPEL RANJITA KANANI MANASIE TIWARI
JYOTI ARORA JOHN VC CECILIA RYHAL TARA LENEHAN
NIMISH KOTHARE ANINDYA PODDAR
DIVYA ANAND PRABAKARAN SIVAGURU
PRANAV PACHOLEE
HARPREET JABBARA
PAT HIGGINS
CHARLOTTE STURMAN
TOM HOULBROOKE
ERIC HEMMINGDINGER
CLAIRE BUTKUS RAM REDDY AURORE QUERCY AMY LAMBOLEY DOUG THOMAS LUCY COURBIER RHODA DINESEN SONAL PANDIT DAVE HUFFMAN
KEILA TAVERAS LIZ DOTEN LIZ DOTEN AURORE QUERCY STEPHANIE LIU ELINA MOHANTY SWAPNIL KSHIRSAGAR
ANDREW HANNIFY
BRAND STRATEGY AND MANAGEMENT | CHANNEL ENABLEMENT | DEMAND GERERATION | DIGITAL
STCASSOCIATES/20YRS
STCASSOCIATES/20YRS 9

10. FUTURE COVERAGE AND CENTRES OF EXCELLENCE
LONDON
FRANKFURT
PARIS
SAN FRANCISCO, CA
LOS ANGELES, CA
NEW YORK HQ
RESTON, VA
AUSTIN, TX EUROPE
CENTRE OF EXCELLENCE
BRAND STRATEGY
BRAND MANAGEMENT MUMBAI
NEW YORK ANALYTICS
CENTRE OF EXCELLENCE REGIONAL LEADERSHIP
EU BANGALORE
CORPORATE STRATEGY SINGAPORE
BRAND DESIGN EMEA
REGIONAL LEADERSHIP
CLIENT SERVICE SINGAPORE APAC
LEGEND REGIONAL LEADERSHIP
AMERICAS
MUMBAI
OFFICES PRODUCTION CENTRE
HUBS REGIONAL LEADERSHIP
PoPs INDIA
BRAND DESK
STRATEGY NETWORK
STCASSOCIATES/20YRS 10

11. By business
Corp Comm GCS GES GVS MSO
(6.10) (3.75) (16.05) (3.40) (6.50)
By service
Brand Strategy Campaign/Content Creative/Design Event Planning/Metrics/Account Mgmt
(5.70) (7.40) (7) (3) (12.70)
By level
VP Director Managers Coordinators Support
(2) (5.20) (12.50) (1.20) (15)
Staffed
By location
New York Europe India Singapore
(Austin, San Franscisco, Virginia) (London, Paris, Frankfurt) (Mumbai, Bangalore, Delhi) To be hired
(12.10) (5.50) (15.20) (3)
Corporate Communications GES
Brand strategy director in London; onsite global brand centre manager part time; and, dedicated sponsorship manager Addition of one global and one India campaign supervisor (planning/metrics); retain global content and creative leads; complete new
to manage and align all F1-driven brand initiatives. team in India (can be distributed across 3 key markets) for adaptation of global campaigns or development of India-centric campaigns.
MSO GCS
Addition of dedicated resources to planning and reporting; dedicated assets management specialists Addition of dedicated content and campaign supervisors; leverage global STC shared services for regional execution.
GVS
Addition of dedicated event supervisor; leverage global STC shared services for regional execution.
STCASSOCIATES/20YRS 11

12. CORP COMM | Proposed Headcount VP Director Support Manager Coordinator Total
Account/Senior Management 0.25 0.25
Brand Strategy 0.50 1.00 1.50
Brand Management 0.50 0.50 0.25 1.25
Sponsorship Management 1.00* 1.00
Content / Collateral / Campaign 0.20 0.20
Creative Design 0.3 0.95 1.25
Production/Traffic 0.20 0.20
Planning / Metrics / Analysis --
Event Management 0.25 0.25
Digital Management 0.20 0.20
Admin / Finance / Reporting --
1.05 2.50 0.95 1.40 0.20 6.10
MSO | Proposed Headcount VP Director Support Manager Coordinator Total
Account/Senior Management 0.25 3.00 3.25
Brand Strategy --
Brand Management --
Sponsorship Management --
Content / Collateral / Campaign --
Creative Design 1.00 1.00
Production/Traffic --
Planning / Metrics / Analysis 0.50 0.50
Event Management 0.50 0.50
Digital Management 0.25 0.25
Admin / Finance / Reporting 1.00 1.00
0 0.25 3.75 2.5 0 6.50
STCASSOCIATES/20YRS 12

13. GES | Proposed Headcount VP Director Support Manager Coordinator Total
Account/Senior Management 2.00 2.00
Brand Strategy 0.20 2.00 2.20
Brand Management --
Sponsorship Management --
Content / Collateral / Campaign 3.00 3.00
Creative Design 0.10 1.00 2.55 3.65
Production/Traffic 1.00 1.00
Planning / Metrics / Analysis 1.00 1.00 2.00
Event Management 1.00 1.00
Digital Management 0.20 0.20
Admin / Finance / Reporting 1.00 1.00
0.30 2.00 4.20 8.55 1.00 16.05
STCASSOCIATES/20YRS 13

14. GCS | Proposed Headcount VP Director Support Manager Coordinator Total
Account/Senior Management 0.75 0.75
Brand Strategy 0.25 0.25 0.50
Brand Management --
Sponsorship Management --
Content / Collateral / Campaign 1.25 1.25
Creative Design 0.10 0.50 0.60
Production/Traffic --
Planning / Metrics / Analysis --
Event Management 0.50 0.50
Digital Management 0.15 0.15
Admin / Finance / Reporting --
0.35 0.25 3.15 0 0 3.75
GVS | Proposed Headcount VP Director Support Manager Coordinator Total
Account/Senior Management 0.75 0.75
Brand Strategy 0.25 0.25
Brand Management --
Sponsorship Management --
Content / Collateral / Campaign 0.20 0.75 0.95
Creative Design 0.50 0.50
Production/Traffic --
Planning / Metrics / Analysis --
Event Management 0.75 0.75
Digital Management 0.20 0.20
Admin / Finance / Reporting --
0 0.25 0.20 2.95 0 0 3.40
STCASSOCIATES/20YRS 14

15. WISH LIST
Brand development continues on path to strengthening internal brand culture
Involvement in annual planning and quarterly priority setting and activation
Resources to staff positions for cross department coordination and a weekly
global project list
Agreement to incremental resources to deliver on brand needs
Engagement and joint training with Tata Communications
STCASSOCIATES/20YRS 15