LEHMAN BROTHERS

EUROPEAN MEDIA FIELD TRIP

Sarah Fay, CEO Aegis Media North America

9 June 2008
Overview of Aegis
Aegis today

/ 15,600 people
/ 70 countries

Asia-Pac
13%

Synovate Aegis EMEA

£433.0m Media Americas
61%
£673.4m 26%
11 years of market outperformance

Organic revenue growth, %

Market, % Aegis, %
15.6
12.4
10.5 9.8
9.0 8.4 8.3
7.5 7.7
4.7 4.4
7.9 3.2
6.4 6.7 5.9 6.0
4.3 4.4 5.2 4.6
3.4
0.0

-5.0
1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 Q1
2008
An excellent track record

Revenue, £m Pre-tax profit*, £m

1,106.4 132.7
996.9 116.2
870.4
100.2
747.0 93.8

648.8 80.5

2003 2004 2005 2006 2007 2003 2004 2005 2006 2007
* underlying
An excellent track record
Earnings per share*, pence Dividend per share, pence

8.2 2.30

7.0 1.90
6.1 1.65
5.6
1.45
4.9 1.32

2003 2004 2005 2006 2007 2003 2004 2005 2006 2007
* underlying
Digital leadership

Aegis Media revenue from Isobar

26%
Global adspend from digital

20%

15%

8%
7%
6%
5%
4%

2004 2005 2006 2007

Digital leadership: 3,200 people today

ww staff Activity
estimates Owner / parent No. of countries & growth
end 2006 64 interactive agencies Status company head offices 2005-06

Isobar Network /
2160 including Carat Fusion / Digital / Aegis Media 37 | London x 2.3
umbrella brand
Interactive (520)

1700 Sapient Independent Sapient 6 | Cambridge, MA -

1400 OgilvyInteractive / Og.One Creative Network Ogilvy / WPP 39 | New York -
1300 AvenueA / Razorfish Independent aQuantive 6 | Seattle + 116%
1300 Digitas Groupe Specialist Publicis (Dec 20, 06) 1 | Boston -
1300 G2 Creative Network Grey / WPP 42 | New York -
10 | Amsterdam,
1200 LBI International Independent - -
Stockholm
1000 EuroRSCG 4D Creative Network Havas 42 | New York -
McCann /
900 MRM ww Creative Network 18 | New York -
Interepublic
Partner
800 Tribal DDB Creative Network 20 | New York -
DDB/Omnicom
700 Nurun Inc. Independent Quebecor Media Inc. 6 | Montreal + 22%

Source: RECMA, June 2007

 Global Media Agency of the Year for past two years

Global Network of the Year – 2006 Global Network of the Year – 2007
“Carat is Campaign’s Media Network of the Year for the second year
in succession, after combining a strong new business year with
several initiatives and key appointments that have strengthened its
proposition.”
Our market
A rapidly changing US market

/ A $240 billion market

/ Dynamic spending shifts are underway
/ By 2012
/ 1 in every 4 dollars will be spent on ‘alternative media ’
/ online search spending of $26 billion (+113%)
/ online video and rich media of $12 billion (+389%)
/ event sponsorship of $33 billion (+72%)
/ e-direct marketing of $22 billion (+121%)

Engagement marketing is king

Aegis Media North America
Aegis Media North America

/ Most diversified media agency

/ Pioneering the integrated agency model
/ Focused on communications planning
/ ‘Ideas that live’
Most diversified media agency in the USA

Rank Company Diversified Services Billings (US$m)

1 Carat Group 2,337

2 OMD 2,076
3 Starcom MediaVest Group 1,675
4 ZenithOptimedia 1,600
5 Mediaedge:cia 1,310
6 MindShare 1,259
7 Initiative 1,078
8 Universal McCann 1,032
9 MediaCom 976
10 PHD 559
11 Havas Media MPG 435

Source: RECMA, June 2007

Pioneering the integrated agency model

/ Media heritage of the Carat brand

/ Strong heritage in insight and research capabilities
/ Shared culture of entrepreneurship and collaboration
/ Broad base of diversified services
/ consulting and strategy development
/ experiential
/ creative content development
/ First-to-market with integrated offline/online offering
/ launched July 2007
/ integration not synchronisation
Evolution of communications planning

ACCOUNT
PLANNING
ACCOUNT
PLANNING
COMMS
1970s 1990s 2000s PLANNING FUTURE
MEDIA
PLANNING
MEDIA
PLANNING

Channel Separation of Overlapping of Consumer

focus consumer & consumer & insight at the
media insight media insight center of all
media thinking
adidas Brotherhood: Mobile

• 16,000 call-backs • 54,000 opt-ins

• 28% of opt-ins wanting to • 64% coming from national TV
connect with KG, adidas and The • Another 17% from regional
Brotherhood TNT/NBA coverage
Measuring Creative Success

CAMPAIGN KEYWORDS

VIDEOS
COMMUNITIES WATCHED

OPT-INS

GAME PLAYS
DOWNLOADS
WEBSITE TRAFFIC
TIME CREATED
Traditional and accepted thinking
Our thinking: ideas that live
Action Action

Conviction Advocacy

Comprehension Participation

Knowledge Interaction

Awareness Awareness
Thank you
Sample work

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ImpactSM - A comprehensive strategy

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 Thousands of Nikon Thousands of general digital
customers camera customers
Segmentation,
Cluster Analysis,
Opportunity
Scoring,
Segment & Feature
Prioritization

New Segments: Needs, Goals, Behavior, Attitudes

Nick the Networking
‘Photo’ Pete Perfect-Moment Patty Sensible Sam
Professional

“My camera is a reflection “I will spend anything to “Give me a camera that will “I want great products and
of my photography capture my daughter’s take good pictures and services for the weddings
skills.” soccer games.” won’t cost a fortune.” I shoot.”

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 Roadmap
Business Requirements
User Experience Design and Information Architecture
User Experience Need Based Micro-
Search Eng. Optimization Metadata Strategy
sites

Ratings / Reviews
Capability
Guided Selling / Product Browser Social Networking Nothing in place
Consistent Multi- Personalization (My
Referrals Up-sell / Cross-sell
channel – e-mail, etc. Nikon)
In place but will
Technology Needs Based Education & Design User Access need augmentation
Integrated Systems Architecture
In place and
Content Work- Digital Asset
Product Search Analytics Security
Mgmt flow Mgmt meets needs

Content Strategy and Direction Community content

Content
Specifications Multi-media Education / Support Syndication

URL/Domain Name Strategy Comm. Outreach

Marketing
Marketing – SEM, Online adv. Marketing – CRM

Business Rules Development

Organization Collaboration & Workflow Capabilities

& Change Management

Operations Online Governance Roles & Responsibilities Skills

Online Channel Steering Committee

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Experience by segment

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 How the System Works

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 A Tour of miCoach.com

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 A New Way to Create Time

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