Press Release - Dr R L Bhatia, Founder, World CSR Day

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1 Press Release - Dr R L Bhatia, Founder, World CSR Day The 10 th Asian Marketing Effectiveness Festival was held on 26 th & 27 th April 2012 at Pudong Shangri-La in Shanghai. This was Asia Pacific s largest gathering and celebration of excellence in marketing effectiveness. The Festival brought together Senior Marketers, Head of Agencies, Brand Pioneers and Media Owners to celebrate the outstanding collaborative effort of client marketers and agencies in delivering truly effective marketing campaigns in the Asia Pacific region. In the two packed days, attendees learnt enthusiastically and were inspired by some of the greatest minds in the field. The Festival was the ultimate in showcasing the best marketing effectiveness in Asia. The seminar program featured some of the industry s top brand strategists and experts such as James Thompson, Chief Marketing Officer, Diageo Asia Pacific; Cheuk Chiang, Chief Executive Officer, PHD, APAC; Nayantara Bali, Vice President, Procter & Gamble Asia; Professor Byron Sharp, Director Ehrenberg-Bass Institute for Marketing Science at the University of South Australia; Andrew Jin, Senior Digital Marketing Manager, Dell China; Colin Currie, Managing Director, adidas Group Greater China; Tim Broadbent, Global Effectiveness Director, Ogilvy & Mather; Graham Fink, Chief Creative Officer, Ogilvy & Mather China; Wasim Basir, Director, Integrated Marketing Communications, Coca-Cola India; Norm Johnston, Global Digital Leader, Mindshare Worldwide; Mythili Chandrasekar, Senior Vice President and Executive Planning Director, JWT India; Scott Ferber, Chairman and CEO, Videology; Marc Mathieu, Senior Vice President Marketing, Unilever The highlight of the Festival was honoring the winning work at the Asian Marketing Effectiveness Awards Ceremony. The awards across various categories were judged by a top panel of renowned industry expert across the region. 971 pieces of work from 21 countries were submitted this year. This was an increase of 12% on the last year making them the biggest in their 10-year history. Under the Presidency of James Thompson, Chief Marketing Officer of Diageo Asia Pacific, the Jury debated on the shortlist of 115 entries during the festival. The awards acknowledged the role of Innovative Strategy as well as creative craftsmanship in achieving results, and therefore unite the creativity with effectiveness. The Awards are notably different to other competitions; they not only identify the best creators and thinkers, but crucially reward those that add value to consumers and Business. The festival is widely respected in the region, with a broad range of strategic and creative criteria and its focus on being result oriented.

2 The winners in the various categories at Asian Marketing Effectiveness Awards 2012 were Asian Marketing Effectiveness Platinum Award: Clemenger BBDO/ Clemenger Proximity Melbourne for National Australia Bank Best integrated marketing campaign Gold: Clemenger BBDO / Clemenger Proximity Melbourne for National Australia Bank Silver: Proximity China / Goodstein & Partners / Greenkern Group / Trommsdorff + druner for Volkswagen Group China (Campaign: The People's Car Project) Bronze: DDB Group Melbourne for Origin (Campaign: Sustainability Drive) Most effective use of advertising Gold: BBDO for Wrigley China (Campaign: Flavors of life) Silver: shared between o Ogilvy & Mather for Cadbury India (Campaign: How we sold Cadbury Dairy Milk bars more than 4 times the Great Wall!) o Clemenger BBDO / Proximity Melbourne for Bupa Australia (Campaign: How Bupa migrated over 3.3 million members from three loved provincial brands, to a single, unknown global brand, without inviting churn) o Lowe Lintas and Partners for Idea Cellular (Campaign: MNP No Idea, Get Idea! o Ogilvy & Mather Advertising Singapore for Health Promotion Board (Campaign: From Anti-Smoking to Pro-Quitting) o DDB Auckland for NZ Lotteries (Campaign: Walking On Air) o Clemenger BBDO / Clemenger Proximity Melbourne for Carlton and United Breweries (Campaign: Slow Mo) Most effective use of direct marketing Gold: DraftFCB New Zealand for Ministry of Health (Campaign: The Journal) o McCann Worldgroup Hong Kong for Coca-Cola China (Campaign: Chok! Chok! Chok!) o Whybin TBWA\ Tequila for Insurance Australia Group (Campaign: My Car Is Your Car)

3 Most effective use of interactive marketing Silver: Ogilvy & Mather Kuala Lumpur for Nestlé Products (Campaign: MILO Cans Next Games) o Jack in The Box Worldwide / Sony Music Digital Marketing Team for o Sony Music Entertainment India (Campaign: Why This Kolaveri Di) o Ogilvy Shanghai for VF Corporation (Campaign: Finding True North) Most innovative use of media Silver: DDB Group Singapore for Cisco (Campaign: Flip Your Profile) Bronze: DDB Group Singapore for StarHub (Campaign: Musical Fitting Rooms) Best marketing campaign for National brand development Gold: shared between o BBDO India for P&G (Campaign: Shave Sutra) (Campaign: Break Up) Best brand loyalty marketing campaign Silver: Ogilvy / Ikon / Naked / Wunderman / Urban for Coca-Cola South Pacific (Campaign: Share a Coke) Best sustained success Gold: Wieden+Kennedy Delhi for IndiGo Airlines (Campaign: India's Coolest Airline Silver: was shared between o Lowe Asia Pacific for Unilever (Campaign: The Value of Dirt) o BBDO India for P&G (Campaign: Shave India Movement) o Colenso BBDO for Frucor Beverages New Zealand (Campaign: How V went from great to extraordinary) Bronze: Ogilvy & Mather for Madhya Pradesh State Tourism Development Corporation (Campaign: How Madhya Pradesh became INCREDIBLE in Incredible India) Most effective use of branded content Silver: Ogilvy Shanghai for Intercontinental Hotels Group (Campaign: Curious Holiday Inn-cidents) Bronze: Grey Group and Maxus for GlaxoSmithKline (Campaign: Can the denture wearer stand up and sing)

4 Most effective use of sponsorship and event marketing Gold: Leo Burnett Melbourne for 7-Eleven (Campaign: Slurpee BYO Cup Day) Silver: Ogilvy Shanghai for VF Corporation (Campaign: Finding True North) o The Leo Burnett Group Thailand for TMB Bank (Campaign: Panyee FC) o Ogilvy & Mather for Vodafone India (Campaign: Drive into the Big League An idea and some space helps Vodafone generate a SME database worth $ 57.7 million in India) o Lowe Asia Pacific for Mercedes Benz Thailand (Campaign: Saying No To Sleaze) o JWT Bangkok for Thai Asia Pacific Trading (Campaign: Shoot the Music) Most effective use of product design and packaging There was no award given in this category Most effective use of public relations Silver: shared between o BBH China / Ogilvy & Mather Shanghai for Moet Hennessy Diageo (Campaign: Yulu: Words of a Journey) (Campaign: Break Up) o DDB Group Melbourne for The Reach Foundation (Campaign: Open Book Project) o DDB Mudra Group for Reliance Mediaworks (Campaign: The Power of Silence) o Ogilvy Public Relations for YUM Foods (Campaign: Flame Grilled - Restoring the KFC Brand Promise) Best small budget marketing campaign Gold: Leo Burnett Melbourne for 7-Eleven (Campaign: Slurpee BYO Cup Day o JWT Bangkok for Thai Asia Pacific Trading (Campaign: Tiger 50 Must Do Things in Asia) o Lowe Philippines for Philippine Red Cross (Campaign: Philippine Red Cross SOS to SMS) o Publicis Singapore for BMW Asia (Campaign: BMW Switch)

5 Best insights / strategic thinking Silver: Clemenger BBDO/ Clemenger Proximity Melbourne for National Australia Bank Bronze: Clemenger BBDO / Clemenger Proximity Melbourne for National Australia Bank (Campaign: Honesty Experiments - How one unexpected word tripled credit card sales in 3 months) Best ideas Gold: shared between o Clemenger BBDO/ Clemenger Proximity Melbourne for National Australia Bank o Colenso BBDO for Pepsi Co International Frucor Beverages New Zealand (Campaign: Mountain Dew Pinball Skatepark) o BBDO India for P&G (Campaign: Shave Sutra) (Campaign: Honesty Experiments - How one unexpected word tripled credit card sales in 3 months) Most effective use of eco / green marketing Gold: DDB Group Melbourne for Origin (Campaign: Sustainability Drive) World CSR Day was delighted to cover the festival. I am confident that attendees were inspired and emerged better equipped to develop innovative and effective marketing campaigns for your brands and clients.