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Our philosophy

PRT is somewhat 60 dedicated and loving their business people

To be a person is to have a story to tell.

We believe in the strength of words and know for sure that every company lives in its audience minds exactly thanks to ‘that’ story once heard or read. That’s why we believe it is the story that makes you and your business unique We are the guys who have a flair for these type of stories. And we are passionate in telling them!

Our structure

Our structure

GM

Corporate & B2B comms

Administrative Unit

Strategic Planning

Creative Unit

Finance

New Business Development

B2C Unit B2C Unit

Our expertise

Corporate PR

Brand PR

B2B Comms

Media Relations Social Media

Digital Strategy

Branded Content Business Events

Non-standard creative solutions

Our health

Our partners

Our awards

Certificate of Excellence for the «First impression study center» campaign realized for CLEAR VITA ABE/ 2008

2nd Prize at the Red Apple Festival for the «First impression study center» campaign realized for CLEAR VITA ABE/ 2008

Certificate of Excellence for the «Smile Hunter Sony Ericsson» campaign/ 2009

Gold at ADCR Festival for the 2009 campaign - «Spark Index Sony Ericsson»

Silver Effie 2009 for the FIVE GUM launch in Russia

Certificate of Excellence for the 2009 campaign - «FIVE GUM Interactive Gallery» realized for Wrigley

Work with the new brief

Brief analysis, Strategic and analytical part development.

Structure of the proposal and strategic overview of the rest

part of the proposal.

Communications with the client, follow-up of the dead-lines and control of the flow of the proposal development, administrative support of the pitch – internal and external meetings

New Business Function Strategic Planning

Creative Account Unit Resource

Participation in the analytical part of the proposal

development. Tactical and realization parts of the

proposal. Budgeting, KPIs, timings.

Leading of the creative development process, idea

development – concept & potential visualization

Our competence

Unique expertise

Working in the PR industry from 1998 we know everything about our profession and are one of the most mentioned PR agency in the mass media

Working with the Russian internet advertising market since 2001 and helping this market to develop we’ve gained a very unique expertise

What this gives to us?

An opportunity to achieve a unique synergy between PR and digital channels

To be on the edge of both industries and be the first to try new and most efficient

To be the real experts: we produce our own B2B events and projects

Unique approach

•  Focus on the integrated solutions (PR & digital)

•  Creative thinking for business needs

•  Top-management involvement in all the projects and campaigns

•  Results-oriented / KPIs driven

•  Pioneers in the category of «New media»

•  The richest expertise in the sphere of «on-line branded content»

Unique solutions

Knowledge gathering & research: - All available relevant studies research - TNS Gallup, GFK, OMI, Socialbakers, consumer studies from the clients - Short interviews with TA reps to generate insights

Strategic thinking:

- Business – first!

- Response to the consumers’ insights

- Specific, Measurable, Achievable

Creative: - Works for business needs - Insights based - Brainstormed - Tested against objectives & challenges

Our credentials

Our clients

Rexona for women paranoia campaign Idea: •  2-stage media mix campaign to: a)

shock women with the results of the research and its consequences; b) explain an easy way to struggle with sweating and be beautiful and confident.

Activities: •  Press-release with the results of the

research distribution •  On-line and print advertorial campaign •  Special projects on radio stations Nashe

Radio (morning show) and Europe + (Anton Komolov’s show)

•  Agents of influence activity •  Creative flash viral delivery

Challenge: •  Stagnation of women

deodorants category – almost 50% of Russian women don’t use deodorants at all while the others use deodorants occasionally.

•  Rexona, being a market leader, is launching a campaign aimed at driving the whole category

Task: •  To spread paranoia among

target audience connected with the necessity of using deodorant

Rexona for women paranoia campaign

Results:

•  Press-release had high response with research results mentions by Bachinskiy and Stylavin (radio Maximum) and heavy discussions on Sostav with more than 150 comments

•  More than 30 articles in press and on-line resources dedicated to the research •  More than 3000 comments made by Agents of influence on 25 women and 26 entertaining

on-line resources •  Enormous response on viral flash: over 3 682 cross-links to the flash and 95 132 on-line

pages with mentions of Rexona; viral index – 55 •  Article in Vedomosti dedicated to the Rexona campaign and flash appeared on-line

gathered outstanding number of views – over 300,000 visits (on Vedomosti web site) •  Overall coverage – 1,3 mln.-2 mln. people •  Sales growth – 60% •  Dramatic market share growth

Rexona for women paranoia campaign May-Sept’07

CLEAR: First impression study center

Idea: •  Communication was based on a bright idea pertaining to a question: "What do

people think of me?" The online project "First impression study center" showed tests in which volunteers participated, cited some interesting facts and statistics about the effect our looks have on first impression To learn it at first hand people were offered to take part in a click-test: 12 photos were shown to them and they were to click on those details that attracted their attention the most. At the final stage anyone could upload own photo and learn from the site visitors which details of their appearance effect the impression they make most of all.

Challenge: •  Promotion of the Clear brand has been

based on a rational image of "an expert to fight dandruff". There was a need to charge it emotionally involving potential customers into communication.

•  Clear became a rational solution to an emotional problem, a closer and well-known brand

CLEAR: First impression study center

Results:

•  More than 200,000 visitors

•  11,000 people took part in the click-test

•  ~4,000 people uploaded their own photos

•  More than 50 articles in mass media (print and on-line) dedicated to the results of the research

•  Campaign received Certificate of Excellence at the prestigious SABRE Awards

Glenfiddich Barrel Art Russia Idea:

•  Glenfiddich with its creative concept ‘Every Year Counts’ inspires 8 persons for creating 8 pieces of art from the old barrels of different years

•  1 particular year remarkable for 1 participant. 1 barrel with this year stamp. Inspiration that is given by this year’s experience, events, and feelings

•  Unique collection of 8 barrels combined with idea ‘Every year counts’ is to be presented in Moscow on a special exhibition

Challenge:

In September 2007 PRT became the press-office for William Grant & Sons brands, i.e. Glenfiddich & Grant’s. Glenfiddich Barrel Art Russia was the 1st significant project in Glenfiddich PR Calendar.

Objectives:

•  Generate brand awareness and product differentiating qualities

•  Communicate the core idea of the brand – Every Year Counts

•  Build an emotional bond with the target consumers

•  Win the minds of the consumers – making single malt = Glenfiddich

Glenfiddich Barrel Art Russia Structure of the project: •  PR launch in a central Moscow gallery •  Pre-campaign to announce the exhibition •  4-day-exhibition •  Road show – key premium restaurants &

whisky places •  PR-support during the whole campaign: pre-

& post PR with the focus on key target media, media partnerships

•  On-line activity: GF web-site

Results: •  More than 50 publications + radio •  46 journalists & 100 VIP guests at the

exhibition opening •  Partnerships with Esquire & Afisha •  Strong names of participants. All 8 people

were involved in the project with no fees

Glenfiddich Barrel Art Russia’09 April’09

•  2nd Glenfiddich Barrel Art Russia campaign was widely supported with digital interactive campaign

•  GQ magazine and ‘Silver Rain’ radio station as key partners

•  9 barrels & 12 participants

•  1 week exhibition + road show in whisky & wine boutiques

Glenfiddich Barrel Art Russia’09

On-line campaign: •  Micro-site development with the information about the Glenfiddich Barrel Art

project, its participants and exhibition info •  Additional interactive content – a flash time line showing the main worldwide

and Russian events of different years starting from 1886 and up to 2008. Visitors could click on the event and also create their own time line uploading their photos and adding the description of their lifetime main events.

Grant’s Art: Discovery Idea:

•  Grant’s inspires famous Russian artists for creating a photo project – Discover a Different Angle – to view everyday activities from different angle, discover a different side in profession

•  Every participant of the project works with appearance of visual reality, tries to reflect it through prism of personal perception. These people perceive world as changing pictures, live characters, variety of paints, light and shadows

•  The artists were offered to choose one of the 4 classical genres of photography.

•  Joint exhibition in Moscow showed creative results of an unusual experiment

Objectives:

•  Generate brand awareness and product differentiating qualities

•  Communicate the core idea of the brand – Discover a Different Angle

•  Build an emotional bond with the target consumers

•  Creat a positive buzz around GRANT’S ART: DISCOVERY platform

Grant’s Art: Discovery Structure of the project:

•  4 Russian celebrities well-known in visual kinds of art try themselves in 4 different genres of photograpy:

•  Timur Bekmambetov: сhosen genre of photography - social reportage. Mornings in LA bars

•  Art-duet Vinogradov & Dubossarskiy : chosen genre of photography - fashion. Moskva – Petushki

•  Artemiy Lebedev: chosen genre of photography - advertising. GRANT’S 12 Year Old

•  Andrey Sharov: Chosen genre of photography - landscapes. Finding Scotland in Russia

•  PR launch in a central Moscow gallery •  2-week-exhibition •  PR-support during the whole campaign: pre- & post PR

with the focus on key target media •  Media partnership with first-rated publishing house and

radio station •  On-line activities: creating buzz via blogs •  GRANT’S ART: DISCOVERY web site

Grant’s Art: Discovery

Results •  More than 200 guests attended Opening

event (inc. celebrities and 65 journalists): •  8200 people visited the exhibition •  27 publications (glossy & lifestyle) with OTS

4 350 515 •  TV: 3 reviews inc. central TV channels (index

reach by Gallup Coverage – 1 021 870 people)

•  2 radio announcements (233 200 people) •  Huge online coverage

Grant’s. The book of great discoveries

Idea: •  The concept of simple thing laid

down into the basis of the communicational idea as the one that explains the basics of the whisky making process (combination of simple ingredients), and also reflects the philosophy of the brand that is the joy and fulfillment from the simple but fine things

•  The idea was realized within a specially created art album that gathered the key simple inventions humanity made along its way and without which one couldn’t imagine the modern life

Objective: •  Continue telling the brand’s story

as the one that stands for richer and deeper substances, that doesn’t follow the crowd but via combining quite simple things gives a very original and unprecedented experience

Grant’s. The book of great discoveries

Project structure: •  Integration of off-line and on-line

campaigns •  Book production & presentation at

the special event •  Media campaign through the

media partners •  Web-site and digital activities

including social networking

Results •  More than 200 guests at the

presentation event •  More than 70 publications in media •  OTS - ~7,000,000

Social project by Grolsch

Challenges:

•  Generating awareness among the TA

•  Communicating quite complicated brand story

•  Building emotional bond

Idea: •  Agency suggested an original localization of the global brand platform ‘What

stopping you’ that was targeted at charismatic men standing for the real deeds not just words.

•  The local platform was based not only on the lifestyle territories but explored the social aspect – beer consumption by teenagers, driving after drinking, selling the beer to the teenagers.

•  The task of the initiative was to created an original and modern social advertising posters that would really work

•  Within this initiative one of the most famous designers Artemy Lebedev was invited to take part in the project as a curator.

Social project by Grolsch

The project structure: •  Special web-site dedicated to the initiative ‘What

stopping you’ •  Integration with Discovery channel •  The event for the bloggers in the format of the

brainstorm •  The contest on the web-site and in Artemy’s blog •  An exhibition with the private opening

Results:

•  Overall coverage 432 427 people for 1 month •  28 participants – known top bloggers •  35 ideas for the social advertising posters •  More than 40 articles in mass media

Sony Ericsson at Afisha Picnic Festival

Solution: •  Deep integration into Afisha Picnic

Event based on the idea ‘Powered by Sony Ericsson’ that combined the real gadgets by Sony Ericsson, Brand promises, and lifestyle territory connected with the fresh ideas and latest trends in communication & entertainment

Objective: •  Ensure brand positioning on the

lifestyle territory relevant for the advanced audience of the digital junkies and hipsters

•  Build the association between the brand and everything that is stylish, trendy, fresh, and fashionable

•  Find / grab the existing event with big publicity that would support the global brand communication platform – Communication Entertainment

Sony Ericsson at Afisha Picnic Festival

Project structure: •  Direct advertising in the Afisha media assets,

OOH •  PR support via individual work with the

bloggers and journalists. Special activity setting up at the Picnic event where every journalist and blogger got the opportunity to shoot his own video about picnic. The professional cameramen helped them to implement any idea.

•  Digital activities involving integrating interactive solutions into the Picnic web-page on the Afisha’s web-site, special applications development for the branded SM groups and social media mechanics

•  Experiential at the event – product promotions, lottery, special program within the special branded zone with the stage

Sony Ericsson at Afisha Picnic Festival

Results: •  Out of 51,000 guests of Afisha Picnic

20,000 visited the Sony Ericsson branded zone

•  150,000 visits of the branded web-page and more than 11,000 clicks for the interactive elements

•  More than 15,000 contacts in Social media

•  2,000 direct product consultations

FIVE GUM Launch

Idea: •  FIVE Interactive Gallery:

entering the Russian market FIVE Gum together with the celebrities and young and progressive artists opens the doors of a unique gallery where each object interacts with the viewer and stimulates his senses.

Challenge: •  In the beginning of 2009 the company

takes the decision to launch the new brand of chewing gum on the Russian market. Taking this decision in the circumstances of the economic decline the company was not only aware of the forthcoming challenges connected with the launch but challenged the market itself. The new brand of chewing gum – FIVE – was not just a new product which the Russian consumer was to know about. FIVE was to become the most premium and expensive proposition on the market

June 09

FIVE GUM Launch

Idea: •  For the last decades the mankind while going

deeper into the world of entertainment and technologies, and enjoying the harvest brought by the consuming era finally finds itself standing at the doorstep leading to the new times. One can hear around that the 21st century became the era of experience which the mankind have missed so much of – the era of sensations and the real values. This is exactly what is being explored within the ‘FIVE Interactive gallery’.

Project structure: •  Celebrities contracting •  2-week-exhibition •  Media and PR support

Results: • By the end of 2009 – 2.3% market share by value • Overall campaign coverage – more 7,300,000 TA contacts • Aided brand awareness by the end of 2009 – 12.4% • % of consumers made the trial purchase – 6.9% by the end of 2009

FIVE GUM Launch Project structure: •  Young artists from the Recycle art-group and

3 famous celebrities – movie director Yuri Grymov, designer Denis Simachev, and actor Gosha Kutsenko – were specially invited into the project. Each of them has put their own visions into the original installations. Within the gallery set-up there were 10 interactive art-objects collected; three of those have been specially created to highlight the key taste features of each SKU. Gallery announcing and its opening became the main informational occasions that managed to build the buzz around brand launch on the market before its actual appearance on shelves. Separate work with the information partners of the project (the magazine and the web-site ‘Time Out Moscow’ and the broadcasting station ‘Silver Rain’) provided the campaign with additional wider announcing and guaranteed the needed coverage.

Experiment FIVE

Idea: •  Five initiates an experiment with

human senses and inspires 5 directors to shoot five 5-minute movies following only 2 rules

•  RULE 1. Use existing 30-second episode as a beginning;

•  RULE 2. Main hero of each story receives black envelope with mysterious photo which forces him/her to make a CHOICE, triggering further plot development.

•  As a result, FIVE presents 5 different independent movies - 5 DIFFERENT STORY CONTINUATIONS ILLUSTRATING UNIQUENESS & INDIVIDUALITY OF OUR SENSES.

Objective: •  Continue building the life-style icon

brand with super-premium image via focused and unconventional communication

•  Launch new SKU and communicate new FIVE REACT as a First-Ever-Done revolutionary product with unique ‘everyone experiences it differently’ sensation

•  Start distilling down Five equities to broader TA to fuel brand growth while still staying premium and inspirational for Core

Experiment FIVE

Project structure: •  Movies’ producing and work with FIVE directors –

Andrey Zvyagintsev, Petr Buslov, Igor Voloshin, Alexander Veledinskiy, Alexei Popogrebskiy

•  Media campaign – the media partners TimeOut Moscow Magazine, timeoit.ru; Look at me; Silver Rain radio station

•  Digital campaign – the campaign’s web-site with on-line premiere and on-line special projects & partnerships; social media activations

•  Movie premiere event •  5 movies roll-out in KARO chain •  Festivals campaign

Experiment FIVE

Results: • Media partnership OTS – more than 6,500,000 • FOC coverage OTS – around 20,000,000 • On-line premiere – more than 6,000 visitors • Premiere event – more than 200 people • KARO roll-out OTS generated – 1,100,000 • Overall campaign OTS: ~ 28,000,000 contacts

Our own business events

§  The key internet advertising annual event in Russia since 2001 and the whole community of professionals!

§  When we are the first who do it §  Really working ideas §  Consistent 360°communication §  Measurable and guaranteed results §  PR and awards potential

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Thank you!