Exposure is a global communications agency that specializes in automotive and motorsport campaigns. They summarize four past campaigns: (1) For Martini Racing, they partnered with Porsche and events to celebrate Martini's 150th anniversary and heritage in racing. (2) For Nike FuelBand, they challenged influencers to track activity and held an event to launch the product. (3) For Umbro, they involved the England soccer team in designing their new kit and launched it through unique retail experiences. (4) For Diet Coke, they collaborated with fashion designers like Matthew Williamson to reconnect the brand with new audiences through fashion.

2. Exposure Philosophy
Founded in 1993, Exposure is a globally respected
communications group working with some of the world’s
most iconic and innovative brands. Built on the power of
network, our connections are diverse and global. We pride
ourselves on long standing client relationships, producing
culturally inspiring work.

3. Client
Services
Brand
Strategy
Creative
Digital
PR
Retail
Activation
Film
London New York
Tokyo
Events &
Experiential
Partnerships
&
Sponsorships
Social
Media
Advertising
Creative
Services
Reporting &
Evaluation
Amsterdam
(coming soon)
Los Angeles
The Exposure
Group.

4. Our clients.

5. Tim Bourne
Joint CEO
Tim joined Exposure in 1997 as joint CEO. Tim
is an expert in client servicing and strategic
thinking and oversees our work for blue-chip
brands in the UK and US. Tim is a member of
the fundraising board of directors at Great
Ormond Street Hospital, advising on
marketing communications.
Raoul Shah
Joint CEO
Raoul is a visionary strategic thinker with more
than 20 years experience in marketing and
communications. In 1993 he launched
Exposure, a communications agency built on
the power of network, great ideas and word-
of-mouth. Today the agency employs more
than 200 individuals in London, New York, San
Francisco, Tokyo and Amsterdam. He is a
trustee of the British Council and an avid
collector of ‘Do Not Disturb’ signs.
Who we are.

6. Shaynee Taylor
Account Director Automotive/Motorsport
Shaynee’s fascination with cars, and ultimately
motorsport, started at a young age – helping
her dad ‘tinker’ in the garage as soon as she
was old enough to hand him a spanner.
A couple of decades on, Shaynee has turned
that passion into a career. Her extensive
knowledge of world-series motorsport,
manufacturers and mainstream global
consumer thinking has driven campaigns
working with some of the most iconic names in
the automotive and motorsport industries.

7. Mission statement
Exposure creates breakthrough automotive and motorsport
campaigns, taking brands beyond the boundaries of specialist
interest to connect and inspire a wider lifestyle audience.
Our automotive/motorsport experts work side by side with
some of the best consumer campaign brains in the business.
This unique approach combines specialist industry expertise
with culturally fresh, channel neutral storytelling around the
lifestyle and culture of cars and motorsport.

8. Creative thinking
1.Martini Racing – Reinventing an Icon
2.Nike – Nike+ FuelBand
3.Umbro – Tailored by England
4.Diet Coke – Reigniting Passion Through Fashion

9. -01-
MARTINI Racing - Reinventing an Icon

10. MARTINI RACING – REINVENTING AN ICON
As the Martini brand’s global agency,
Exposure created a landmark campaign
to celebrate the brand’s 150th
anniversary in 2013 in 35 local markets
across PR, events and brand
experience.
Martini Racing was just one of the
campaign touch points, a
comprehensive Martini 150 case study
can be found on our website:
exposure.net.
OBJECTIVE
• Use the iconography of Martini
Racing to tell the heritage story and
communicate key messages
around Martini 150 Anniversary
• Make Martini relevant to a new
generation of consumers and drive
product trial for its flagship serve,
Martini Royale
• Gauge media and public interest in
a motorsport sponsorship
programme for 2014 and beyond
STRATEGY
Using motorsport as a key activation
pillar, we celebrated the Italian drinks
brand’s most fabled asset: Martini
Racing. We were inspired by its eleven
iconic racing stripes heralding success
in every echelon of world motorsport.
By unlocking valuable equity stored in
its deeply emotional symbolism, we
used a new Martini Racing livery to start
fresh conversations about the Martini
brand in its anniversary year.
10

11. MARTINI RACING – REINVENTING AN ICON
EXECUTION
We created awareness of Martini’s
racing heritage through a combination
of lifestyle events, prestigious
partnerships and thrilling racing
experiences.
• We partnered Martini with Porsche
once again on track as Official
Partner Porsche Mobil 1 Supercup,
a high-profile GT support series on
the Formula 1 bill, with nine-time
world champion Sébastien Loeb at
the helm
• We launched Martini as Official
Partner to the world’s most
glamorous car-culture event:
Goodwood Festival of Speed
• We worked with Top Gear
Magazine and Porsche to
maximise the Goodwood
showcase, arranging two world
exclusives
• We created a star-studded 150
Anniversary event in Lake Como,
Italy, working with private collectors
to source ten historical Martini
Racing cars
RESULTS
• Support for a return to motorsport
for Martini was passionate and
unanimous from media and fans
alike. The outpouring of love for the
brand surprised even Martini and
was highly influential in the
decision to return to Formula 1 in
2014
• Extensive headline coverage
across 35 markets in 15 languages.
Total reach: 206,000,000+
• 89% Martini Racing coverage
carried key massage: Martini 150
Anniversary
• Martini Racing featured heavily in
influential lifestyle titles such as:
Vogue, Mail Online, MTV and GQ
11

12. WILLIAMS MARTINI RACING – FORMULA 1
THOUGHT LEADERSHIP
In 2013 we were invited to present our
vision for the future of the Martini brand
to the executive board of its parent
company, Bacardi, during its global
annual conference.
Advising on multi-level entry points for a
future motorsport sponsorship
programme, we outlined our key
considerations. Number 1: whole-car
branding featuring Martini Racing
stripes to harness passionate
recognition and create a strong platform
for a merchandise retail programme.
WILLIAMS MARTINI RACING
Following the success of Martini Racing
in 2013; Martini announced a title
partnership with Williams F1 – this year
becoming Williams Martini Racing.
Activation is centered round the iconic
livery running the length of the new
Williams FW36 car.
12

14. -02-
Nike – Nike+ FuelBand

15. NIKE – NIKE+ FUELBAND
Nike and Exposure have been partners
for more than 10 years. We are the
brand’s trusted Western Europe and UK
lifestyle PR and events agency working
as part of a creative community with
Nike’s advertising, digital, retail, events,
and specialist communications
agencies.
Exposure was briefed on a top-secret
new project – a mission to get people
moving through innovative technology,
signaling a move into a completely new
product category for the brand.
FuelBand, worn on the wrist, measures
everyday activity and turns it into an
easy-to- understand currency called
NikeFuel – the perfect embodiment of
Nike’s brand platform, “Make It Count”.
OBJECTIVE
• Create awareness and
understanding of Nike+ FuelBand
and NikeFuel
• Position FuelBand as a desirable
lifestyle product
• Make FuelBand the hot Christmas
gift
• Leverage talent to reinforce
product messaging
STRATEGY
Make people fall in love with sport and
activity, using influencers and key media
to show how an active lifestyle could be
fun, stylish and desirable.
EXECUTION
Challenge five online influencers from
the worlds of fashion, sport, music and
food to live with Nike+ FuelBand for a
week. Daily NikeFuel diaries were kept,
and progress was shared on an ongoing
basis through influencers’ and Nike’s
social media channels.
FUELFEST
A consumer-facing event designed to
bring FuelBand and NikeFuel to life in a
fun and culturally relevant way.
Battersea Power Station provided a
backdrop to an energetic event that saw
consumers do battle, boys versus girls,
to gain the most NikeFuel. Sport, games,
and dancing to the sounds of Tinie
Tempah, all contributed towards the
collective goal: make activity fun and get
people moving.
RESULTS
• 128 positive articles
• 22 Christmas gift guides
15

17. -03-
Umbro Tailored by England

18. UMBRO – TAILORED BY ENGLAND
Jewel in the Umbro crown, the England
Home Kit, provided the ideal platform to
shout about the brand’s global
positioning.
OBJECTIVE
Reshape the traditional audience while
saying something bigger about football
as part of English culture.
STRATEGY
A revolutionary tailored design re-
contextualised the Home Kit shirt’s
relevance, providing a more widely
convincing garment with inherent
opportunities.
EXECUTION
We organised a series of fitting sessions
with the England team and manager
Fabio Copello, involving them in the
design process for the first time.
We invited cultural commentators,
celebrities and influencers to see an
early reveal in East London, New York
and Tokyo to showcase the kit and ignite
debate through word-of-mouth. UK
guests included Radio One DJs Nihal
and Reggie Yates, Chipmunk and
Olympic gold medalist James Degale.
Screenings, games evenings, footballer
Q&As and live gigs took place before
the spaces were finally turned over to
retail. These were the only places in the
world where the kit could be seen before
official ‘on sale’ dates. We enlisted the
networking and chatter power of 259 of
the nations cabbies to spread the word
and increase footfall to these special
spaces.
To further amplify the launch we linked
up with Konami and its Pro-Evo Soccer
game, launching at the same time, to
launch the new tailored England Home
Kit to online gaming fans.
RESULTS
• 1,331 visitors to retail spaces
• 190 pieces of coverage reaching
28,490,225 people (58% of
population at time)
• AVE: £3,060,691
• OTS: 230,958,937
• 20,000 Umbro England Home Kits
were sold in first 24 hours
18

19. 29.3.2009

20. -04-
Diet Coke – Reigniting Passion Through Fashion

21. DIET COKE – REIGNITING PASSION THROUGH FASHION
Exposure has enjoyed a long standing
relationship with Coca-Cola as the
brand’s NWEN/UK strategic
communications and brand experience
agency for more than ten years.
OBJECTIVE
Make Diet Coke relevant to its audience
in a fresh and innovative way using an
iconic piece of everyday design – the
classic Coca-Cola glass bottle. What we
did was create a groundbreaking
campaign that was so successful it
continues to this day.
STRATEGY
As the first collaboration of its kind we
proposed fashion as a platform to create
relevant connections between Coca-
Cola’s calorie free market leader, Diet
Coke, and a new generation of
consumers. A strategy that has been
copied by brands around the world over
the last decade.
EXECUTION
We commissioned an up-and-coming
British fashion designer to interpret the
spirit of the Coca-Cola brand in a fresh,
vibrant and exciting way, recruiting a
young unknown post-grad from Central
St. Martins.
That designer was none other than
Matthew Williamson. His now-famous
Coca-Cola bottle collaboration formed
the basis for and on going Diet Coke
fashion platform featuring collaborations
with the likes of Manolo Blahnik, Roberto
Cavalli and even Ugly Betty.
We ramped up the campaign with the
appointment of Karl Lagerfeld as Diet
Coke Creative Director. For the first time,
the limited-edition Diet Coke bottles sold
in mainstream retail outlets. Karl’s
success was soon followed with a Jean
Paul Gaultier collaboration across
Europe.
2013 – 30 YEARS OF DIET COKE
Enter legendary designer Marc Jacobs
as Diet Coke Creative Director. Marc’s
role was to provide creative direction on
all aspects of the campaign in the
anniversary year across digital,
advertising and PR, centered on his
three limited edition designs celebrating
three decades of Diet Coke.
RESULTS (30-YEAR ANNIVERSARY)
• Coverage: 4,312 pieces
• YouTube: 6 million views
• Twitter: 1.4 billion impressions
21

23. Why us?
We have an enviable history in executing breakout
campaigns that bridge traditional divides to infect new
audiences and capture consumer imagination.
We know consumers. We know cars.
We’d like to get to know you.

24. Thank you.
exposure.net