- Hill & Knowlton is a global public relations firm established in 1927 with over 2,000 employees in 71 offices worldwide. It has had a presence in China since 1984 and now has over 220 bilingual consultants across mainland China, Hong Kong and Taiwan. - The document provides an overview of Hill & Knowlton's expertise and services, including media relations, crisis management, government relations, and case studies of work done for clients in various industries in China. It also introduces two of Hill & Knowlton's directors and their experience in public relations, crisis communications, and government relations in China.

1. An Introduction to
Hill & Knowlton
For
Insurance Australia Group
August 25nd, 2008

2. A snapshot of Hill & Knowlton
Global Presence Local Expertise
Established in 1927 First international PR company established in
PRC
2,000 people in 71 offices in 40 countries
Reach throughout China
Worldwide revenues $300m+
■ Beijing (est. 1984)
Part of WPP Group – one of the world’s largest
communications group ■ Shanghai (est. 1993)
We are a full-service consultancy ■ Guangzhou (est. 2005)
We set up dedicated, customized teams Affiliates in major business centers in China
We proactively tap into our global network Handle events throughout China
We tap into our advertising and media Over 120 bilingual consultants in China
partnerships – JWT Advertising, MindShare, Received several awards since 2005:
Millward Brown, Grey Worldwide ■ PR week award for Best PR Consultancy
of the Year (2006)
■ Stevie award for “Best Communications
Organization” (2005)
■ “Best Agency” by Communication
Monthly (2005)
■ Top 5 “Most Influential PR agencies in
China” hosted by the Media Today
Publishing Group (2005)

3. Extensive reach across Greater China
First international PR company established in PRC
Full service PR agency offerings
Over 220 bilingual consultants across the region
China (180 staff)
Beijing
Shanghai
Guangzhou
Chengdu
Wuhan
Nanjing
Shenyang
Jinan
Hong Kong (35 staff)
Taiwan (Affiliate)

4. Pioneering PR for over 20 years in China
1996
2005
“Dreams Come True”
Baidu IPO on
P&G recognizes
Nasdaq. +300% the
talent winners of
first day
Rejoice Star Search
in Beijing.
2003
1989
Group photo of 2005
McDonald’s brings Big
1984
players at opening TsingTao Beer
Macs to China: Ribbon
Hill & Knowlton
ceremony of
cutting ceremony at Sponsors Beijing
opens Beijing office China’s first McDonald’s Shanghai Tennis Olympic Games 2008
(Shenzhen). Masters Cup
1983 1984 1985 1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006
1994
Bill Gates of 2005
Hill & Knowlton
Microsoft speaks in
opens Guangzhou
Shanghai during one
office
of his many visits to
China.
1985
1992 1999
Traffic stops at 2006
Hill & Knowlton PetroChina launches
Tian’anmen Square
BOCOG appoints
for 20 donated opens Shanghai successful IPO in HK
H&K as PR agency
Cadillacs by General office and NY
Motors to CITIC

5. Our service offering to diversified stakeholders
Industry
H&K China Services
Groups
Lobby Consumers
Groups
Investors
Government & Public Affairs
Rating
Agencies
Brand Management
Corporate Communications
H&K China
Influencers
Services
Regulators Marketing Communications
Media Relations
Employees
Crisis, Issues Management
Government
Investor Relations
Media
Analysts
Financial Communications
Community

6. Some of our past and present clients

7. Our proprietary tools benefit you
Hk.Net
ComPASS RADAR
Internal knowledge
management made easy
A global account planning An online tool for tracking
Also includes the Virtual
system issues and trends
Academy, an online training
program for all staff members
Strategic Impact Matrix Tribespeak
Precision
An objective approach to youth speak make
Independent demonstration
of the value of PR
prioritizing activities understandable
Cool Hunt
BRANDZ™, SPORTZ ™ & H&K’s global Cool Hunt
AIM (Audience Issues Matrix)
research
REPUTATIONZ ™
A non subjective approach Global young people’s
Our approach to brand & understanding of “Cool” and
to stakeholder mapping
corporate reputation which brands they think are the
“coolest”

8. H&K’s expertise in China

9. Media relations
H&K has extensive knowledge and contact of the local media landscape in
China
We are in regular contacts with journalist and editors of all Chinese media
– Print
– Broadcast
– Online
We provide media monitoring and analysis reports for Chinese local media
– Media monitoring and analysis
– Issues alert
H&K also has extensive relations with international media in China

10. Crisis and Issues Management
H&K prepares IAG for potential crisis
Crisis Management
Assessment
= Crisis Prevention
Crisis manual development
+ Crisis handling
Testing
How to prevent a crisis from happening?
Spokesperson training
Strengthen your crisis
communication system
Prepared for Crisis
- 4 steps to build up -
Manage your issues
- Ongoing work -

11. Government and Public Affairs
Effective engagement with relevant government entities,
individuals and influencers, and at central and local
levels, can deliver benefit to IAG in a number of ways:
Raising IAG’s overall profile;
Influencing development of relevant policies, standards and
regulations;
Easing applications for permits, licenses and license renewals;
Expanding or establishing new business operations;
Providing benefit to daily operations;
Ensuring that all corporate messages are well received by all
levels of government;
Identifying and resolving potential conflicts and issues early and effectively.

12. Case studies

13. SIEMENS Global CEO
China Visit
Highlights Siemens long-term
partnerships with the local
market through its 100th
anniversary celebration in
China
In celebration of Siemens’ 100th anniversary in China, global CEO Dr. von Pierer and the Siemens Corporate Executive
Committee (CEC) visited China in May 2004. H&K managed and executed a series of programs in Beijing, Shanghai
and Guangzhou, ensuring a successful visit. We developed a holistic communications theme – “Partnership Powered by
Innovation” to represent Siemens’ extensive history and commitment to China, its vision and passion for future-oriented
business strategies and to link up all activities during the visit. We leveraged the theme and developed a creative media
program, including all designs and highlights, to reposition Siemens from the perceived “traditional” company to one that
is young, innovative, and fast-moving. Meanwhile we designed and managed a 4-day media and hospitality program for
a media delegation from Europe for this occasion.

14. PetroChina
On-going PR Program
Communicating with more than 150
domestic and international journalists in a
dedicated database, PetroChina is
considered by the media as more
approachable and efficient in answering
media queries.
PetroChina traditionally keeps a low profile despite the public’s demand for increased transparency as Asia’s most
profitable listed company. Hill & Knowlton has been advising PetroChina’s PR program for over four years.
During this period, Hill and Knowlton helped the client maintain and achieve a fair equity valuation through active
investor communications; established a database of more than 150 domestic & international media contacts, and
developed a positive corporate image via favorable coverage on local and international media through active media
strategies. We prepared and conducted internal crisis communications and created a team to ensure issues are dealt
with immediately and with minimum impact.
As a result, PetroChina gained various awards and recognition, and is considered by the media as more approachable
and efficient in answering media queries.

15. EADS’ Sponsorship
of the 8th Beijing
Music Festival
EADS China successfully
enhanced its position of
corporate citizenship in
China
The 8th Annual Beijing International Music Festival was held in October 2005. As a principal sponsor of the music festival, EADS China
took the opportunity to conduct corporate brand building, media and partner relationship enhancement and government relations
extension.
The overall program contained two main parts, media group interview with EADS China CEO along with the quot;EADS Nightquot; customer
reception cocktail. The initial PR objectives were all met during the campaign. The messages that EADS is a world-leading company
that prides itself as a leader in corporate citizenship in China, and EADS is committed to improving cultural and art exchanges between
China and Europe were brought across.

16. O’Melveny & Myers raises
the bar for legal
professionals in Asia
Showcase firm’s talent
through “first-of-a-kind” deals
and cutting-edge transactions
for over 5 years
While well-known in the US, O’Melveny & Myers (OMM) had relatively low awareness in Asia compared to other established law firms even though
its Shanghai practice was one of the largest international law firms in China. Our communications strategy focused on very specific areas of
expertise that showcased the firm’s talent. We drew on our strong contacts with international and regional media to build a network of relationships
between the media and OMM spokespersons. We also leveraged “first-of-a-kind” deals the firm was involved with such as Huarong Asset
Management’s first sale of non-performing loans to a western investment bank and China’s first anti-dumping case win. Over the subsequent years
as the firm’s breadth of expertise has expanded, we positioned individual partners as sources of expert comment on a variety of issues, such as
semiconductor taxation and US-China trade issues. A large amount of media coverage has been generated and several of the firm’s partners are
now frequently quoted by the media on relevant issues. The firm is seen as a strong player in Asia (particularly in China) and continues to win
recognition for its leadership in the legal profession.

17. Senior Chinese Officials
Undergo Media & Crisis Training
Hill & Knowlton chosen as the first and
only international consultancy to provide
crisis training to senior government
spokespersons
After worldwide reaction to the government’s handling of the 2003 SARS epidemic, Hill & Knowlton proposed senior spokespersons for China’s
State Council Information Office (SCIO) undergo media and crisis management training. H&K’s objective was to draw on its international and
global experience to increase transparency and communication efficacy between the government and stakeholders, particularly during crises
such as SARS. The training program developed by H&K, “Communications Skills in Times of Crisis,” marked the first time a foreign consulting
firm has been invited by the central government to provide nationwide training for over 400 senior Chinese officials. Commenting on why H&K
was chosen, Mr. Wang Xingming, General Director of SCIO had this to say: “We are in need of eloquent spokespeople with excellent
communication skills and a global perspective while in the international spotlight. This is why we chose H&K as the first and only international
consultancy to train our spokespersons.” International and domestic media, from BBC to People’s Daily, reported extensively on H&K’s positive
role in China’s new efforts to manage its public image.

18. Bausch&Lomb: ReNu contact lens solution
Issue
Singapore health authorities reported an abnormal spike in Keratitis infection cases
on February 20. The report indicated a higher percentage of infection from people
using B&L solutions. B&L Singapore immediately responded by suspending sales of
all solutions. Two days later, Hong Kong health authorities issued a cautionary note
about using B&L solution. The Chinese media immediately issued speculative
reports about B&L solutions, focusing on the ReNu line of products, which
threatened B&L’s market share and reputation in China.
Insight
H&K counseled B&L to position itself as a responsible company by taking immediate
and appropriate action
H&K targeted key influential media to provide balanced reports, including providing
information on the infections and scientific overview of test results
H&K ensured messages were communicated to key stakeholder groups including
customers, retailers and distributors, academics and government officials

19. Bausch&Lomb: ReNu contact lens solution
Expertise
H&K tapped into its APAC network to provide strategic counseling and support in
Singapore, China and Hong Kong
H&K provided spokesperson training for B&L China
H&K organized a B&L press bureau to handle daily media inquiries
Developed and distributed regular statements to more than 200 key media, State
Food and Drug Administration, trade and medical opinion leaders
H&K organized a press conference on May 16 to officially announce the voluntary
global recall of ReNu MoistureLoc and re-emphasize the safety of ReNu MultiPlus
solution
Impact
Through H&K’s counseling, B&L maintained positive communication with the media
thereby giving media, KOLs and government the impression that B&L is
approachable and responsible
B&L renewed its reputation as a responsible company and a champion of eye health
and hygiene

20. Team Bios

21. Frances Sun
SVP China, Crisis management trainer for SCIO
and Mayor Association of China
CURRENT POSITION
Frances Sun is currently a Senior Vice President at Hill & Knowlton Beijing. She joined H&K
in 2003 and is responsible for crisis and issues management, with particular expertise in
media and government relations. An expert in crisis management, Frances is also co-
author of the book “Crisis Management: World Famous Examples of Crisis Situations.”
Frances is the global KCRM for Beijing Olympics, leads a global team provide PR service
for BOCOG( Beijing Organizing Committee of 2008 Olympics).
Frances was responsible for the State Council Information Office (SCIO) appointing H&K to
Hill & Knowlton China conduct training for Chinese Government spokespersons at central and local levels. She
has also been invited by the Chinese Mayors Association to conduct a series of trainings
Suite 1901, SciTech Tower
for mayors across China.
No. 22 Jianguomenwai Avenue
Beijing 100004 PR China
Tel. +86 10 6512 8811 PRIOR HISTORY
Fax +86 10 6512 4381
Before joining H&K, Frances was a fellow at the Kennedy School of Government at Harvard.
fsun@hillandknowlton.com.cn
Prior to that, she was a Deputy General Manager of a media group’s advertising company;
Before she became a business manager, she was a successful host of a TV executive talk
show, Fortune Salon and Senior Editor of a major PRC media group for ten years.
OTHER INFORMATION
Frances has a BA of Journalism from Fudan University in Shanghai (China)) and an MA in
MPA from Harvard University.
She is fluent in English, Mandarin and Cantonese.

22. Ye Yu
Director - Government & Public Affairs, North Asia
CURRENT POSITION
Ye Yu is Director of Government & Public Affairs for Hill & Knowlton, North Asia and Director of
Government & Public Affairs for the Beijing office. Since joining Hill & Knowlton in 2004, she has
helped clients from a wide-range of industries engage key government bodies, NGOs, academics
and other key influencers in order to shape regulatory, policy and issue-specific outcomes.
Her deep understanding of the individuals and entities which shape PRC government and industry
policies, and the fundamentals which drive their decision-making, helps clients develop effective
Hill & Knowlton China
Suite 1901, SciTech Tower government relations strategies and build the levels of dialogue necessary for collaborative
No. 22 Jianguomenwai Avenue success in the government and business environment.
Beijing 100004 PR China
Tel. +86 10 6512 8811 Ye Yu brings to Hill & Knowlton 19 years of consulting experience focused on government affairs
Fax +86 10 6512 4381 and market access for foreign multinationals in China. She is an active participant in policy
Yeyu@hillandknowlton.com.cn discussions through her membership in and collaboration with industry associations and regularly
works with leaders across industries to raise awareness of emerging issues and opportunities.
PRIOR HISTORY
Prior to her employment at Hill & Knowlton, Ye Yu was a Director, Senior Consultant with the
Claydon Gescher Associates (a British Consulting Firm).
OTHER INFORMATION
Ye Yu graduated from the Beijing Tourism Business School, Beijing Foreign Language Institute.
She is fluent both in Chinese and in English, and has a working knowledge of Hungarian.

23. Jean Wylie
Director, Marketing Communications
CURRENT POSITION
Jean Wylie is a Director at Hill & Knowlton Beijing, responsible for developing and
implementing strategic marketing communications programs to support clients’ business
growth and brand equity.
Jean first joined the H&K Shanghai office in 2001 on transfer from H&K London, where
she was based for over 5 years. She has exceptional wealth of brand experience and
has worked on clients such as Coca-Cola, adidas, Tennis Masters Cup, B&Q and
Procter & Gamble in both the UK and China.
Jean's particular area of expertise lies in developing marketing communications
Hill & Knowlton China campaigns for multiple stakeholders. She has been passionate about trends and
Suite 1901, SciTech Tower lifestyles. She put together the seemingly impossible by creating, staging an interactive
No. 22 Jianguomenwai Avenue media experience with a simultaneous live Webcast in Beijing and Shanghai within two
Beijing 100004 PR China months of arriving in China. In 2004, she initiated and created the H&K China Cool
Hunt which examined what's hot and what's not among Chinese University Students.
Tel. +86 10 6512 8811
Fax +86 10 6512 4381
Jean.wylie@hillandknowlton.com.cn PRIOR HISTORY
Before working in China, Jean worked at H&K London in the brands marketing
department leading all P&G brands both nationally and on Pan-European projects.
She joined H&K in 1996.
She started her PR career working at Boutique lifestyle agencies. Her first ever client
was Levi’s.
OTHER INFORMATION
Jean graduated from St. Andrew's University Scotland with an MA in Geography and
Social Anthropology. Before starting her professional career in PR, she worked in
West Africa as a Volunteer Teacher.

24. Tzyy Wang
Account Director, Beijing
CURRENT POSITION
Ms. Tzyy Wang drives communications programs for the Beijing Organizing Committee for the
Games of the XXIX Olympiad (BOCOG) and O’Melveny and Myers LLP, a leading international law
firm.
She has strong expertise in building and preserving a company’s corporate reputation in China
through strategic counseling and issues management for clients including Temasek Holdings,
Deloitte, Nissan Motor, and P&G.
Tzyy has also established experience in assisting Chinese firms such as Tsingtao Beer, PetroChina,
and Beijing’s first International Finance Forum become more international.
In addition to client services, Tzyy heads H&K’s international media relations efforts and supports
H&K’s global research surveys including the Corporate Reputation Watch Survey, the Global Cool
Hunt, and SportZ.
Hill & Knowlton China
PRIOR HISTORY
Suite 1901, SciTech Tower
Tzyy joined H&K in 2003, bringing with her significant work experience with financial and multi-
No. 22 Jianguomenwai Avenue
media sectors in the United States and China, having worked with American Electric Power, Ernst &
Beijing 100004 PR China
Young LLP, TOM.com and Jack Pan’s Studio of Phoenix Satellite TV (HK), now Pan Media
Tel. +86 10 6512 8811
Corporation.
Fax +86 10 6512 4381
Her extensive work as Director and Advisor of AIESEC in the Mainland of China also broadens her
Tzyy.wang@hillandknowlton.com.cn
capacity with educational and not-for-profit social organizations in China.
OTHER INFORMATION
Tzyy is the consummate professional on and off the job. She currently serves as the Chairperson of
the Board of Advisors for a not-for-profit social organization. She also counsels and mentors
associates in the firm’s PR Associate program, an accelerated management trainee program within
H&K China.
For her efforts, she was recognized with a Certificate of Excellence from Asia Pacific Media Magazine
as Young PR Professional of the Year in 2007.
Tzyy graduated with honors from The Ohio State University in Accounting and International Business.
In addition to English as her native tongue, she has an excellent command of Mandarin and Spanish.

25. Simon Vericel
Consultant, Beijing
CURRENT POSITION
Simon Vericel is an Senior Account Executive at Hill & Knowlton Beijing. He joined H&K in
November 2005, Simon has developed an extensive knowledge of international media while
working for clients such as EADS, TopHuman, PyeongChang 2014 Winter Olympic Games
Bid Committee and the Beijing Organizing Committee for the Games of the XXIX Olympiad
and the XIII Paralympic Games (BOCOG). He currently leads the team servicing Haier’s
international communication campaign.
PRIOR HISTORY
As internships during his studies, Simon worked for Eurocopter, an EADS Company, in
Hill & Knowlton China
Beijing and for Alstom in Paris, France.
Suite 1901, SciTech Tower
No. 22 Jianguomenwai Avenue
Beijing 100004 PR China
Tel. +86 10 6512 8811 OTHER INFORMATION
Fax +86 10 6512 4381 Simon Graduated in June 2005 from Beijing University of International Business and
Simon.vericel@hillandknowlton.com.cn Economics as well as from Reims Management school in France. He holds two bachelors
degrees in business administration and international business. Speaking French as a native
language, Simon also speaks English, Mandarin and German.

26. Helena Schalenbourg
Consultant, Beijing
CURRENT POSITION
Helena joined Hill & Knowlton China in 2007 and is part of the Crisis Communications
team. Her client portfolio includes the Beijing Organizing Committee for the Games of the
.
XXIX Olympiad and the XIII Paralympic Games (BOCOG). Her main task is to help build &
implement BOCOG’s international media relations strategy and provide strategic counsel.
Previously, Helena worked for Hill & Knowlton International Belgium as off 2003 as part of
the Corporate Communications Department. She was in charge of coordinating and
implementing pan-European communications campaigns for a number of corporate and
Hill & Knowlton China
public clients, including HP, DSM and Boeing.
Suite 1901, SciTech Tower
No. 22 Jianguomenwai Avenue
In 2006, Helena was seconded for seven months as an in-house consultant to Qtel, Qatar’s
Beijing 100004 PR China
only telecommunications provider. Her main tasks were to manage the PR and media
Tel. +86 10 6512 8811
relations side of international sponsorship projects during the 15th Asian Games Doha
Fax +86 10 6512 4381
2006, the 2nd biggest sports event in the world. Helena was also in charge of internal
hschalenbourg@hillandknowlton.com.cn
communications support.
PRIOR HISTORY
Prior to joining Hill & Knowlton, Helena worked as a trainee reporter for The Scotsman
(daily newspaper - Scotland), Het Belang van Limburg (daily newspaper - Belgium); Radio
Forth (Scotland) and Das Goldene Blatt (women’s magazine – Germany).
OTHER INFORMATION
Helena has obtained a bachelor degree in Press and Communications in Belgium and a
Master of Arts in Media and Cultural Studies in Scotland.
Helena is fluent in English, French and German. Her mother tongue is Dutch