1. EdElman KorEa
ovErviEw 2011
56
EDELMAN KOREA OVERVIEW 2011
EDELMAN KOREA OVERVIEW 2011
www.edelman.co.kr
55

2. contents
chapter1 Edelman
overview 3
Edelman Globally 4
Edelman Korea 5
our insight 9
chapter2 Business &
references
Services 13
clients 14
Best Practices
Corporate/Brand 15
Financial 20
Healthcare 26
Digital & Technology 30
Government Affairs 38
www.edelman.co.kr
57 1

3. EdElman KorEa ovErviEw 2011
chaPtEr 1 overview
Edelman
Overview
Edelman Globally
Edelman Korea
Our Insight
company name
Edelman Korea
Established
1996
Employees
60
President
Charles Lankester
address
18th Floor Ferrum Tower,
66 Suha-dong, Jung-gu
Seoul, 100-210
contact
Tel 02 725 2001
Fax 02 725 2007
www.edelman.co.kr
2 3

4. chaPtEr 1 EdElman KorEa ovErviEw 2011
Edelman Edelman
Globally Korea
“PR should lead the communications
mix because we uniquely engage all
stakeholders in dialogue in a way that
is timely, consistent and credible.“
Richard Edelman, President & CEO
Global Agency APAC Consultancy Top Rated Firm Top PR Firm
of the Decade of the Year in Asia Pacific of the Decade
2010 2009 2009 2010
Founded in 1952, world’s largest Public relation firm KPRA awarded Edelman Korea “Agency of the Year” and Edelman Korea Digital Team
Co-headquarters in Chicago and New York “Best International PR Campaign” in 2008
3,600 employees in 54 offices In 2004, Edelman Korea was named “Asia-Pacific Consultancy of the Year” by PR Week
$531 million in fees in FY10 Edelman Korea was named one of Edelman's “Top Five Offices“ in FY03 and Edelman's
“2010 Best Place to Work“ by Advertising Age “Office of the Year“ in FY04 and FY05 and was runner-up for Edelman’s “Quality Award
“2010 Agency of the Year“ by European Excellence for Client Service“ award in FY08
“2010 Agency of the decade“ by Holmes Report
more than 3,600 employees in 50+offices worldwide
16 offices in asia Pacific with 600+consultants
4 5

5. chaPtEr 1 EdElman KorEa ovErviEw 2011
Edelman Korea
President
Appointed President, North Asia in October 2009, with responsibility for
Edelman’s operations in Korea and Japan, Charles previously ran the
firm’s businesses in China, Hong Kong and Taiwan.
He joined Edelman in 2005, when the firm acquired his London-based risk
and crisis management consultancy, Limehouse Partners.
Charles began his career in 1986 with Burson-Marsteller in London, and
latterly Hong Kong. After a period with Ogilvy PR (1991-1993), he joined
Weber Shandwick in Hong Kong, eventually being named CEO, Asia-
Pacific in 1996.
Charles has represented numerous leading multinational corporations,
including Procter & Gamble, Roche, Johnson & Johnson, Coca-Cola and
Credit Suisse. He has also undertaken work for the governments of Hong
Kong SAR, Singapore, Thailand, Malaysia, the United Kingdom and the
United States.
Specializing in risk and crisis management, litigation, corporate
communications and sustainability, Charles advises clients as they
develop strategies and create solutions in these key areas.
A well-known business commentator, Lankester is a regular speaker at
industry conferences and frequently quoted in the international media.
President
Charles Lankester
6 7

6. chaPtEr 1 EdElman KorEa ovErviEw 2011
vision, mission, values insight
An industry-leading program of global,
regional and local research ensures that all of
Edelman’s recommendations are based on
vision quantifiable insight, providing our clients with
A global, independent communications leader that positions and a high degree of predictability of outcome.
establishes relationships for our clients with their stakeholders in an
increasingly connected and complex world
mission
To provide public relations counsel and strategic communications services
that enable our clients to build strong relationships and to influence
attitudes and behaviors. We undertake our mission through Convergence
by integrating specialist knowledge of practices and industries, local market
understanding, proprietary methodology and breakthrough creativity.
We are dedicated to building long-term, rewarding partnerships that add
value to our clients and our people.
Our clients are leaders in their fields who are initiating change and seeking
new solutions.
values
Quality, Integrity, Respect, Entrepreneurial Spirit, Mutual Benefits
8 9

7. chaPtEr 1 EdElman KorEa ovErviEw 2011
we take a holistic,
multi-stakeholder view
Forward-looking companies are moving from a model of
controlling messages to a model of encouraging dialogue
around services, products and issues.
Experts
customers
media trade Bodies
Business Employees
investors nGos
Government
mass audience
From Message sent ...To Opinions shared
Then Awareness drove brand building Now Dialogue, connections and
relationships are equally important
10 11

8. EdElman KorEa ovErviEw 2011
chaPtEr 2 Service &
Sector Specialists
Business & references
Services
Clients
Best Practices Marketing & Government Affairs
Digital & Technology
Healthcare
Consumer
Corporate
Financial
Services Sectors
Sustainability & CSR
Transactions & Deals
Corporate Reputation
Brand & Consumer PR
Digital & Social Media
Training and Crisis & Issues
12 13

9. chaPtEr 2 EdElman KorEa ovErviEw 2011
Edelman Korea corporate/Brand
clients communications
reputation management internal communications
Creating a powerful narrative which Engaging and motivating employees and
defines corporate / brand goals and other primary internal stakeholders through
communicating this to key audiences powerful, creative communications initiatives
Social Engagement issues management
Designing and implementing CSR and Identifying, defending and managing issues
community engagement activities that align with (both potential and actual) that affect a
overall business objectives company’s brand enterprise-wide
14 15

10. chaPtEr 2 EdElman KorEa ovErviEw 2011
corporate/Brand Starbucks
clients cSr Program
Edelman Korea launched the “Starbucks
Discoveries Dream Library” program, Starbucks
CPG’s first CSR program in Korea. With the help of
NGOs, Starbucks donated more than 3,000 books
to each school, including Jeju Siheung Elementary
School (2008), Kangnae Elementary School (2009)
and Jeongseon Elementary School (2010).
The team successfully organized the book
donation ceremonies, which took place with
executives from Starbucks CPG, Dong Suh Foods,
local VIPs, local residents, teachers and students.
Selected media were also invited for exclusive
coverage and interviews. A total of 91 pieces of
media coverage was generated from this event,
including TV and photo news footage, interviews
and news release coverage. The team also
recruited college volunteers for Starbucks and
opened an account on NAVER Happy Bean, online
donation portal, for the “Starbucks Discoveries
Dream Library” program (NAVER is Korea’s
number one portal site).
16 17

11. chaPtEr 2 EdElman KorEa ovErviEw 2011
almond dole Korea
Board of california Brand communication
Edelman Korea’s strategies led Sweetio
to be positioned as the premium fruit
brand and increased awareness about the
overall Dole brand. To do this, Edelman
Korea launched a proactive consumer
Donga Ilbo PR campaign to help educate about the
positive health and nutritional benefits of
fruits and vegetables.
Kyunghyang Newspaper
Edelman Korea increased awareness about
the health benefits of almonds with a focus
on the prevention of chronic diseases
and aging through consumer education.
The team positioned almonds to Korean
consumers as an essential food in terms
of nutrition, taste and versatility. The team
posted online promotions, which helped
increase traffic to the ABC website by 42
percent. Additionally, all three national
broadcasting channels (KBS, MBC, SBS)
ran stories on almonds and their benefits.
18 19

12. chaPtEr 2 EdElman KorEa ovErviEw 2011
Financial Financial
communications clients
corporate reputation Building market Entry & Financial Product launches
Creating and articulating a compelling Designing and implementing communications in
corporate narrative support of acquisitions and expansion plans
transactions: iPo and m&a issues management and training
Establishing corporate reputation and Preparing, defending and managing
communications in support of acquisitions and risks associated with financial products,
expansion plans transactions and corporations
20 21

13. chaPtEr 2 EdElman KorEa ovErviEw 2011
Positioning & media coaching
media relations Experience Experience
Managed successful rebranding of AIA Life Insurance in
Provided media coaching sessions to Goldman Sachs
Korea, enhancing brand awareness and strengthening
Asset Management Korea country manager
market position after name change from AIG
Worked with Man Investments to position the firm
On-going provision of media coaching sessions to
among decision makers and “repatriate” hedge funds
executives from Standard Chartered First Bank
as an investment vehicle in a market where hedge
funds are viewed with great suspicion
Conducted media coaching sessions for the CEO of
Strengthened Visa’s position in the Korean market as a
KTB Securities before press conference launch
trustworthy, accurate and transparent payment network
company
Conducted media coaching sessions for the new
Managed successful launch of KTB Securities as
ING Life Korea CEO
Korea's first venture capital and largest private equity
fund to expand into investment banking networks
Provided set of simulation training courses to
Helped position Standard & Poor’s as a trustworthy,
executives from AIG Life Korea
accurate and fair financial organization, becoming
widely known as THE financial entity to communicate
with, for, powerful opinions, data, valuations and
authoritative analysis by Korean media
Provided annual media coaching sessions to
executives from Swiss Re Korea
22 23

14. chaPtEr 2 EdElman KorEa ovErviEw 2011
m& a m& a
track record track record
coca cola amatil Goldman Sachs
Handled Coca Cola Amatil’s sale of the Coca- Successfully closed the largest M&A deal in
Cola Korea Bottling Company Korea in 2005. In the process, Goldman Sachs
Positioned the sale to LG H&H as positive was awarded with the Financing Review’s “Asia-
news for the beverage industry in Korea Pacific Debt Restructuring Deal of the Year”
Managed communications to correct
inG investment management misconceptions about GS and strategically
Provided strategic counsel for the ING repositioned the firm as an innovative, global
Investment Management’s merger with a financial firm
local asset manager, Landmark Investment Identified and deeply engaged communications
Management mediums essential for creating a positive image
Successfully handled the launch press of GS with stakeholders
conference and positioned ING IM
metlife
asahi haitai Positively communicated MetLife’s attempted
Executed pre-launch communications to acquisition of one of Korea’s largest local
internal and external stakeholders insurance firms in 2005 amid existing anti-
Positioned the M&A deal as a success case to foreign sentiment
the public Communicated the complexities of the
uncompleted deal in a straightforward and
Standard chartered First Bank objective tone
Leveraged ongoing initiatives and
developments to promote SC First Bank’s iPic
brand in Korea post-acquisition Handled IPIC’s sale of Hyundai Oil Bank stake
Successfully supported the integration of SC
First Bank by highlighting a series of internal
and external communications initiatives
Positioned SC First Bank as a key partner in
Korea’s continued economic progress
24 25

15. chaPtEr 2 EdElman KorEa ovErviEw 2011
healthcare cervical disease
clients awareness campaign
(mSd, Gardasil)
We have successfully built and implemented a
strategic communications plan to raise public
awareness about cervical cancer and the danger
of human papillomavirus (HPV) ahead of the
launch of MSD’s cervical cancer vaccine Gardasil.
We utilized various news media to maximize the
delivery of key messages to target audience,
improving public awareness of the need
for vaccination to prevent the disease and
contributing to position MSD as a healthcare
company dedicated to vaccine development.
26 27

16. chaPtEr 2 EdElman KorEa ovErviEw 2011
KaSl liver disease reputation management for
awareness campaigns international vaccine institute (ivi)
(the Korean association for the Study of the liver)
We have carried out multiple campaigns across the nation to The IVI, the only international organization
raise public awareness of the importance of early diagnosis and whose headquarters is located in Korea,
treatment of hepatitis B and other liver diseases. was established with an aim to reduce the
The campaign included a program organized by the KASL to likelihood of infant mortality and disability
offer foreign workers a free liver health check in Korea on the due to intestinal and respiratory infections
occasion of the Liver Health Day on October 13, 2010, and a panel and infectious diseases such as measles in
discussion where the management of the KASL explained the developing countries. As a communications
importance of early diagnosis of liver diseases to local journalists. partner to the IVI, Edelman has analyzed
possible crisis communications strategies
for the organization and developed
countermeasure scenarios in the course of
consultations.
28 29

17. chaPtEr 2 EdElman KorEa ovErviEw 2011
digital & technology digital & technology
communications clients
listen Engage
Listening to and understanding online Engaging in dialogue and building
conversations about your brand across relationships with key online stakeholders
online communities and tracking the and individual e-fluencers
latest market trends
Empower Protect
Empowering key online communities and Protecting brands and corporate reputation
e-fluencers with strategic & interactive digital from online attacks with proactive outreach
communications campaigns and ongoing engagement in times of crisis
30 31

18. chaPtEr 2 EdElman KorEa ovErviEw 2011
G20 Seoul Summit 2010 G20 Seoul Summit 2010
digital communications digital communications
objectives
Establish communication channels via social media
platforms to spread G20-related news
Use social media to better expose the “G20 Seoul
Summit” to a wider and more global audience
Strategies
Research current social media trends to effectively
capture visitors’ attention
Set different approaches for each social media
platform that best suits its characteristics
Utilize the posts on each social media platform to
create new content
Set up “Talking to the Leaders” campaign to
encourage visitor participation and greater buzz
results
Successful launch and management of the official
G20 Twitter/Facebook accounts
Gained much exposure by constantly updating the
Twitter/Facebook/YouTube/Flickr pages
Twitter was presented as a news center, delivering
important updates and information
Additional photos and videos of cultural information
and celebrity supporters on Flickr and YouTube
spiked even more interest from the general public
32 33

19. chaPtEr 2 EdElman KorEa ovErviEw 2011
lG cYon Kia motors
objectives
Increase and strengthen Kia Motors’ global
communication and brand image
Establish a direct communications channel to bring Kia
Motors closer to consumers, opinion leaders and media
in global markets
On average, 450 pieces of media coverage are
generated monthly and over 5300 annually. The Strategies
Edelman team contributed to creating a positive Develop Kia-BUZZ as KMC’s official blog in English,
buzz about LG’s soft landing in the smartphone increasing reach to markets around the world
market as a late comer. The team responds to Understand conversations by searching and identifying
market changes and strategy suggestions quickly relevant and influential blogs and participating in their
and the constant pitching of various articles has conversations
led to a significant increase in media coverage Prior to blog launch, increase credibility of all activities
for LG smartphones.
results
Edelman successfully launched Korea’s first international
blog through the implementation of internal training,
systems development and strategic execution
More than 20 Korean and globally influential automobile
blogs such as Autoblog.com, Automotportal.com, and
Paultan.org have introduced Kia-BUZZ on their sites
KV7 concept
34 35

20. chaPtEr 2 EdElman KorEa ovErviEw 2011
autodesk Korea research in motion (rim)
Raise awareness of the BlackBerry brand
and drive continuous conversations
among tech/mobile enthusiasts
Build long-term bridges with general
consumers and end-users through
voices of “People-like-me”
Proactively and effectively disseminate
accurate information about BlackBerry
products
Identify influential bloggers and
SNS users to build relationships and
continuous engagement
Hold round table meeting with bloggers
to receive feedback about the local RIM
webpage and suggestions for SNS
Identify communication problems of
RIM in Korea and give feedback and
news about the Korean market to RIM
representatives
Focus on creating more awareness and increase knowledge about
Autodesk as a company
Leverage the thought leadership of local and global executives on
how design has strategic functions in a cluttered marketplace
Achieve back-to-back top tier media coverage in national dailies about
green IT and BIM technology
36 37

21. chaPtEr 2 EdElman KorEa ovErviEw 2011
Public affairs Government
communications Pillars affairs clients
market research Government advocacy
Conducting and publishing unique, in- Facilitating business outcomes through
depth research and stakeholder audits to relationship building and educational
map market entry and GR opportunities programs among government stakeholders
and challenges
targeted media outreach issues and crisis management
Utilizing targeted media engagement to service Protecting companies with regulatory
government relations and enhancement efforts analysis, stakeholder outreach and expert
consulting, while building systems to
prevent threats in advance
38 39

22. chaPtEr 2 EdElman KorEa ovErviEw 2011
G20 Seoul Summit 2010
objectives
Raise awareness about the G20 Seoul Summit and
its role in the global economy
Global communications Oversee all media events before and during the
Summit
Work directly with the Presidential Committee for
the G20 Summit in a collaborative effort to deliver
its objectives of preparing for a successful G20
Summit
Strategies
Coordinate all international media registration
Work with media and delegation liaison officers
from all G20 countries and the five invited countries
Support the host broadcaster, the host
photographer and international pools to cover the
Head of States Program, first lady programs, official
press conferences, and the arrival of Head of States
Support the International Media Center operation
results
Edelman successfully cooperated with international
press and media liaison officers which resulted
in raising global awareness about the G20 Seoul
Summit and its role and increased positive
impressions about the Republic of Korea
40 41

23. chaPtEr 2 EdElman KorEa ovErviEw 2011
G20 Seoul Summit 2010 G20 Seoul Summit 2010
achievements achievements
Chosun Ilbo Joongang Ilbo
Metro Seoul The Korea Times
More than 4,200 journalists from 63 countries
registered and 3,100 visited the International Media
Center during G20 Seoul Summit.
The G20 Seoul Summit received coverage from
many major international media such as Financial
Times, Wall Street Journal, The New York Times,
Dow Jones, CNN, Bloomberg, Reuters, AP and AFP.
KTV News KBS News
42 43

24. chaPtEr 2 EdElman KorEa ovErviEw 2011
Presidential council
on nation Branding
Edelman Korea focused on the importance
of “nation branding” and to raise awareness
among foreign correspondents about South
Korea. The team provided opportunities for
foreign correspondents and the Presidential
Council on Nation Branding to directly
communicate and to discuss South Korea as
a national brand. Additionally, the seminar
promoted by Edelman Korea generated
coverage in over 30 media.
44 45

25. chaPtEr 2 EdElman KorEa ovErviEw 2011
2010 census client
Endorsements
objectives “We’re very pleased with the quality of service we’re receiving from
Raise awareness about the 2010 National Census Edelman and congratulate you on your exceptional efforts to date.”
and its important role in creating policy
Raise internet participation rate from 0.9% to 30%
“Edelman Korea did a fantastic job in executing our first ’Starbucks
Discoveries Dream Library’ event. Thank you for all the behind - the -
scenes work and making sure the details were all taken care of. It was
Strategies truly a memorable event and it was a great way to kick off our first
Educate about the 2010 National Census, how it is CSR project. The Starbucks leadership team in Seattle recognizes
used and the benefits of it your work and the critical role you played in this successful event.
Specify the targets to several demographics (marital Together, we’ve made a difference in many people’s lives in the
status, foreign citizenship, age, etc.) and utilize Shiheung community.”
different media depending on the target group
Work with various media, including major
newspapers, free daily newspapers and broadcast “Thanks to the Edelman team who burned the midnight oil on
channels many nights putting together today’s series of events. Kudos and
congratulations to all of you on a job well done. Today would
not have been possible without your dedication, effort, and
professionalism.”
results
Won “Smart Policy Promotion,” an award given by
The PR Magazine “You are our model agency in the region. Keep up the great work.”
Reduced budget by 18.4 billion dollars through
Internet participation
The Internet participation rate reached a world “We really appreciate Edelman for its professionalism and high
record of 47.9%, which greatly exceeds the quality service. Sometimes, it is somewhat hard for me to discern
previous world record of 18.5% in Canada your staff and my staff, which explains your service being an integral
part of our business.”
“Thanks for the timely update on this issue. Obviously a big issue
for us. Again, appreciate you guys being on top. This is definitely the
type of support we are looking for.”
“We’re working with the Edelman team in Seoul because they get
us. Prada is not an easy client to work for, but this team knows who
we are, knows what we want to achieve, and then they go out and
execute to the highest standards that our company expects.”
46 47

26. EdElman KorEa ovErviEw 2011
address & map
▲
Jonggak Stn.
Cheonggye Stream
Edelman Korea,
Euljiro 1(il)-ga 18F Ferrum tower
Stn. Exit3
City Hana SKT Tower
Hall Bank Euljiro 1(il)-ga
Stn. Exit4
City Hall Stn. Euljiro 1(il)-ga Stn.
▲
KEB Bank
Lotte
Hotel
Lotte
Dapartment Edelman Korea
Store
18/F Ferrum Tower, 66 Suha-dong,
Jung-gu Seoul, Korea 100-210
tel 82 2 725 2001 Fax 82 2 725 2007
E-mail contactkorea@edelman.com
web Site www.edelman.co.kr
48 49