Project contracts 53% 52% 56% Annual contracts 47% 48% 44%

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Ophelia Barton
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1 Assorel Analysis P.R. Italian market -Year 2012 Public Relations market decreasing (-1%)in 2012 compared to the entire industry publishing-communication, still in double-digit fall. Italian P.R. market trends: industries professional areas Digital/Social Media Methodology Milan, june 10th 2013 Analysis has been carried out by Assorel, as usual every year, through replies to questionnaire that Association offers to its members, having the goal of monitoring main trends and developments of the P.R. market, share of agencies member fees for main industries and intervention areas, including a specific focus for Digital PR / Social Media segment. It is the only quantitative research available on Public Relations in Italy, analyzing 2012 trend and 2013 forecast. Scenario Year 2012 confirmed the pessimistic forecast for the Italian economy performance, marked by a crisis, even more serious than that of 1929, highlighted by several indicators of recession as the fall in GDP per capita, employment and production, combined with the closure of many manufacturing enterprises. Many industries suffered, namely publishing and advertising, a sector close to the RP, except for web investments, with a "double-digit" drop during last two years not still followed by signs of recovery. Public Relations, struggling to maintain flat trend in 2012, showed a very small decline, in line with expectations of Assorel members provided during the preparation of this survey last July 2012, to be compared to growth of previous two years, which has virtually recovered the negative percentage detected during the first two years of the crisis. The industry is confirming anti-cyclical, supported by the growing share of digital segment / Social Media, a perspective that opens up new developments both in terms of turnover and profession itself, whose occupation shows difficulties of development, also related to a hyper-competitiveness offer, linked to fall in demand and consequent erosion of margins for companies. Type of contracts Growth in project works compared to annual, seems to confirm a more tactical approach to communication initiatives Project contracts 53% 52% 56% Annual contracts 47% 48% 44%

lations market decreasing (-1%)in 2012 compared to the entire industry publishing-communication, still in double-digit fall. Italian P.R.

Forecast 2013 Associazione Agenzie di Relazioni Pubbliche a Servizio Completo These issues lead to a cautious trend for current year; half of members - 49% - provides a flat market, while a third -

2 Forecast 2013 Associazione Agenzie di Relazioni Pubbliche a Servizio Completo These issues lead to a cautious trend for current year; half of members - 49% - provides a flat market, while a third - 31% - consider that 2013 will be another year even more difficult if, mainly decreasing around 5%. It should be emphasized, however, a core group of members - 20% - which has a more optimistic vision suggesting a growing industry between +5 and +10% Similar but more positive outlook for its company whose performance is considered flat - 43% - or growing - 40% - for 2013, remaining 17% expect reduction of turnover fees. Balance 2012: fees and professionals Market estimation Assorel developed by Assorel members stands at around million of revenues 2012 generated by professional fees turnover, due to decrease of -1.0% compared with 2011.

It should be emphasized, however, a core group of members - 20% - which has a more optimistic vision suggesting a growing industry between +5 and +10% Similar but more positive outlook for its

3 Still declining (-1%) number of employees working in the agencies associated decreasing to 892 units.

4 Industries trend Market is maintaining traditional segmentations, distributed among various industries with top positions occupied by FMCG. Drop of financial sector / insurance (there was only one new IPO during 2012) while good recover of High-Tech, Automotive and growth of Internet / ecommerce. Decreasing Services and Public Administration, still down despite the expectations of development, while remains substantially unchanged other industries shares. Industry %2009 %2010 %2011 %2012 FMCG Food 16,7% 12,6% 13,6% 13,1% Pharmaceutical 11,5% 9,1% 9,3% 9,3% High-Tech 8,3% 7,0% 5,5% 6,9% Grocery 6,1% 5,6% 5,6% 6,4% Finance/Insurance 7,8% 6,7% 7,3% 6,1% Touurism/Leisure 5,5% 4,8% 5,6% 5,5% FMCG NON Food ND 4,6% 5,0% 5,2% Automotive 3,6% 4,8% 3,9% 5,0% Services 7,0% 7,4% 5,6% 4,9% Energy ND 3,4% 4,7% 4,7% Media 4,5% 5,3% 4,9% 4,6% Internet/online/e-commerce ND ND 3,1% 3,8% Textile 4,8% 6,1% 4,1% 3,7% TLC 3,8% 3,9% 3,8% 3,6% Public Administration 4,6% 5,3% 3,5% 3,3% Chemical 2,2% 2,2% 1,3% 2,2% Furnitures ND 1,1% 2,3% 1,7% Metal 2,9% 2,5% 2,1% 1,7% Sport 2,2% 1,5% 1,6% 1,5% Real Estate ND 1,0% 1,0% 0,9% Non profit 0,6% 0,7% 0,8% 0,7% Others 7,4% 4,0% 5,4% 5,2% TOTAL 100% 100% 100% 100%

Decreasing Services and Public Administration, still down despite the expectations of development, while remains substantially unchanged other industries shares.

5 Professional Areas trend Growing Digital PR / Social Media, a rapidly changing industry on the international P.R. markets, related to a slow erosion of Media Relations, historically first ranked with regard to professional areas. Professional Areas %2009 %2010 %2011 %2012 Media Relations 28,1% 26,7% 26,4% 26,0% Corporate Communication 17,2% 18,6% 17,8% 18,0% Consumer/Brand Marketing 18,5% 16,1% 16,6% 16,7% Digital PR/Social Media 3,1% 7,5% 8,8% 10,7% Events 6,4% 7,9% 5,8% 6,3% Investor Relations 6,4% 5,3% 4,9% 4,4% Public Affairs e Lobbying 4,0% 3,7% 4,2% 4,1% Crisis Management 6,1% 5,5% 3,8% 3,6% Editorial Products 1,8% 1,9% 2,5% 2,7% Internal Communication 2,3% 2,1% 2,7% 2,0% Social- CSR+CRM 2,1% 2,0% 2,5% 2,0% Envirovmental Communication 2,3% 1,4% 2,1% 1,7% BtoB 1,2% 0,4% 0,9% 1,0% Others 0,5% 0,9% 1,0% 0,8% TOTAL 100% 100% 100% 100% Digital PR/Social Media The second tracking for digital segmentations enables the first trend, showing the concentration on social channels and Blogger Relations, developing more than half of the digital P.R. market. DIGITAL AREAS %2011 %2012 Social networks 25,9 % 31,0% Blogger relations 21,6 % 25,8% Web reputation monitor 16,4% 14,2% Social contents 16,7% 13,4% Blogs 10,8 % 8,8% SEO (Search Engine Optimization) 1,1% 1,4% SEM (Search Engine Marketing) 0,7% 1,3% Others 6,8% 4,1% TOTAL 100% 100%

Media 3,1% 7,5% 8,8% 10,7% Events 6,4% 7,9% 5,8% 6,3% Investor Relations 6,4% 5,3% 4,9% 4,4% Public Affairs e Lobbying 4,0% 3,7% 4,2% 4,1% Crisis Management 6,1% 5,5% 3,8% 3,6% Editorial Products

Business benchmarking 2009:

Business benchmarking 2009: For members of the East European Group Summary results November 2009 Contents Executive summary CEE as a share of global sales Key markets Sales performance in 2009 Profits