Creative & Media Moves

Home , FCB (advertising agency), Hill Holliday, McCann (company), Mediahub, Mindshare (firm), Ogilvy (agency)

EXTRACT

CORRELATION BETWEEN CREATIVE & MEDIA MOVES IN THE US

24-MONTHS: JAN 2017 – DEC 2018

Over the last 24 months (January 2017 – December 2018) MONTHS - 1/3 +280 major US Media moves +240 major US Creative moves

of the advertisers US / 24 that conducted 62 advertisers conducted a single search for an reviews for new integrated (media and creative) solution THE agencies selected IN creative and media firms from the same holding MOVES 20 of these advertisers selected agencies company from the same holding company EDIA & M WPP IPG Omnicom Publicis Dentsu Havas 8 accounts 6 accounts 2 accounts 2 accounts 1 account 1 account REATIVE C April 2019 CONFIDENTIAL ©2019 INTEGRATED CREATIVE & MEDIA MOVES: HOLDING COMPANY SELECTION

Over the past MONTHS - 24 months, 20 advertisers US / 24 selected

THE agencies

CREATIVE MEDIA CREATIVE MEDIA Advertiser Advertiser Over the past agency/winner agency/winner agency/winner agency/winner MONTHS - 24 months, VMLY&R Altice USA Wavemaker Columbia McCann UM Sportswear WPP and IPG VMLY&R/ MediaCom/ Amtrak Amtrak * Amtrak Frontier agencies/units Hill Holiday Trilia ** Partnership Partnership Communications * were selected US / 24 Grey/ MediaCom/ Bose * most by unnamed unit unnamed unit IPG Hill Holiday Party City * Trilia ** Grey & Ogilvy/ Mindshare/ (6)

THE advertisers, BP * Carmichael Carmichael Team Energy Team Energy Phillips 66 brands * WPP Lynch Lynch

IN with 8 and 6 MullenLowe (8) The&Partnership Chico’s FAS m/SIX McCann ULTA Beauty wins Mediahub Wunderman respectively Thompson, Mindshare/ FCB Unibet Initiative Newell Brands *

MOVES VMLY&R/ Team Newell Team Newell ** Trilia is Hill Holliday’s media agency

VMLY&R Office Depot MediaCom EDIA

Grey/ MediaCom/ Walgreens * Team WBA Team WBA & M * Chose one agency/unit for both creative and media assignments REATIVE C April 2019 CONFIDENTIAL ©2019 INTEGRATED CREATIVE & MEDIA MOVES: HOLDING COMPANY SELECTION

CREATIVE MEDIA Advertiser agency/winner agency/winner MONTHS - Publicis WW, Leo Publicis Media Over the past Burnett/ Campbell’s * Publicis Campbell’s Team 24 months, Groupe Campbell’s Team Publicis Groupe/ Publicis Groupe/ (2) JM Smucker * Publicis Groupe JM unnamed unit JM unnamed unit US / 24 and Omnicom TBWA Intuit Hearts & Science THE recorded 2 wins Omnicom while Dentsu IN (2) DDB US Army OMD and Havas had 1 win Dentsu Carat/ MOVES mcgarrybowen/ Aegis The Franchise @ Subway * The Franchise @ Network DAN DAN

EDIA (1)

& M Havas Havas Con Ed * Havas (1)

CREATIVE agency Advertiser MEDIA agency MONTHS

- 6 The Richards marketers Advance Auto Parts 360i Group conducted an FIG Benjamin Moore Horizon Media integrated US / 24 review but The Martin Agency Buffalo Wings Mindshare chose different THE The&Partnership Captain D's Empower Media agencies for IN Venables Bell & MullenLowe Creative and Chipotle Partners Mediahub Media Pereira & O’Dell Fifth Third Bank Empower Media MOVES EDIA & M REATIVE C April 2019 CONFIDENTIAL ©2019 ADVERTISERS THAT REVIEWED BOTH CREATIVE AND MEDIA ASSIGNMENTS

CREATIVE MEDIA Quarter MONTHS Advertiser - 5 agency/winner agency/winner won advertisers Converse/Nike Wieden+Kennedy Initiative Q2 2018 selected Dunkin’ BBDO Blue 449 Q2 2018

US / 24 separate Ally Financial Anomaly MediaCom Q2 2018 Creative and Q4 2017 THE Media agencies Kraft Heinz Droga5 Starcom (+1 brand

IN Q3 2018) during the same Mattel BBDO Spark Foundry Q1 2017 quarter MOVES EDIA & M REATIVE C April 2019 CONFIDENTIAL ©2019 2120ADVERTISERSADVERTISERSCONDUCTEDCONDUCTEDINTEGRATEDONE INTEGRATEDREVIEWSREVIEWIN A SINGLEJan. 2017 –PITCHDec. 2018

2018: 12 advertisers 2017: 8 advertisers

MONTHS Quarter - Quarter Advertisers Creative & Media Agencies Advertisers Creative & Media Agencies won won Team Newell The Franchise @ DAN Q4 2018 Newell brands WPP (Wunderman Thompson, Subway Dentsu North America Q4 2017 VMLY&R, Mindshare) (mcgarrybowen, Carat) JM unnamed unit US / 24 JM Smucker Publicis Q4 2018 The& Chico's WPP m/SIX Q4 2017 (Publicis Gr agencies) Partnership Unibet IPG FCB Initiative Q4 2018 Ulta Beauty IPG McCann MullenLowe Q4 2017 THE US Army OMD DDB OMD Q4 2018 Q3 2017 IN Amtrak Partnership Con Ed Havas Havas NY Amtrak WPP Q3 2018 (VMLY&R, MediaCom) Intuit Hearts & Omnicom TBWA Q3 2017 Columbia Sportswear IPG McCann UM Q3 2018 QuickBooks Science Team Energy BP WPP Q2 2018 Party City IPG Hill Holiday / Trillia Q2 2017 MOVES (Grey, Ogilvy, Mindshare) Frontier Phillips 66 IPG Carmichael Lynch Q1 2017 IPG Hill Holiday / Trilia Q2 2018 Communications

EDIA Walgreens- Team WBA Team Campbell’s WPP Q1 2017 Boots (Grey, MediaCom) Campbell’s Publicis (Publicis WW, Leo Q1 2018 Burnett, Publicis One) & M Unnamed unit Bose Corp WPP Q1 2018 (Grey, MediaCom) Altice WPP VMLY&R Wavemaker Q1 2018

Office Depot WPP VMLY&R MediaCom Q1 2018 REATIVE C April 2019 CONFIDENTIAL ©2019 THE TREND: ADVERTISERS REVIEW CREATIVE… MEDIA FOLLOWS TIMEFRAME: ≤24 MONTHS MONTHS - Gap between Gap between CREATIVE MEDIA CREATIVE MEDIA the two Advertiser the two Advertiser Review Review Review Review reviews reviews

Q3 2017 Q2 2018 Q2 2017 Q4 2018 Macy’s 9 months

US / 24 Amex 18 months Marriott Q2 2016 Q1 2018 18 months DanoneWave Q1 2016 Q1 2018 24 months THE McDonald’s Q2 2016 Still in review - FCA Chrysler 2016 2018 18 months IN Sprint Q4 2016 Q2 2017 6 months GlaxoSmithKline Q2 2016 Q3 2018 24 months Staples Q3 2016 Q3 2017 12 months Henkel Q2 2017 Q4 2018 18 months MOVES T-Mobile Q4 2017 Q2 2018 6 months Hilton Q4 2017 Q3 2018 9 months

EDIA Intel Q3 2016 Q4 2018 24 months Pandora Q2 2016 Q4 2017 12 months

Liberty Mutual Q4 2017 Q2 2018 6 months Uber Q4 2016 Q4 2017 12 months & M Luxottica Q2 2016 Q4 2018 24 months Wal-Mart Q3 2016 Q4 2016 3 months REATIVE C April 2019 CONFIDENTIAL ©2019 COMVERGENCE CONTACTS

HQ (PARIS) US (NEW YORK)

OLIVIER GAUTHIER LISA SPIELMAN

FOUNDER, CEO US DIRECTOR +33 610245053 +1 917 854 6241

[email protected] [email protected]