PR CONSULTING DENTSU INC.

Contents 1

03 President's Message 04 Company Overview 05 Expertise 06 Approach 10 Awards 15 Publications 2 社長メッセージ President's Message 3

We are committed Our vision for the future to leading social innovation As society continually changes, so do the individuals that constitute that society. through advocacy. It goes without saying that the value we at PR Consulting Dentsu provide and the role we fulfill are also constantly evolving.

As we continue to explore the fundamental role of public relations in contemporary communications, at times we will transcend accepted boundaries, and in the process redefine the very essence of our field. In fact, it is not an overstatement to say that those breakthroughs are the very reason we do what we do.

Building better relationships lies at the core of the public relations profession. It s about building as many of those positive connections as possible. And by � accumulating these relationships, we hope to contribute to an ever-better society. That is the guiding principle for each and every one of us at PR Consulting Dentsu.

Masahiro Makiguchi President & CEO PR Consulting Dentsu Inc. 4 Company Overview

Company Name PR Consulting Dentsu Inc.(PRCD) Affiliated Companies Kyodo News PR Wire; Dentsu Public Relations Consulting Beijing Co., Ltd. Established September 20, 1961 Affiliated Organizations Business Federation; Public Relations Society of Capital JPY 40 million Japan (PRSJ); Keizai Koho Center (Japan Institute for Social and Economic Affairs); Japan Society for Corporate Sales JPY 8.27 billion (fiscal year 2020) Communication Studies; International Public Relations Association (IPRA); Japan National Press Club; Foreign President & CEO Masahiro Makiguchi Press Center Japan; The Foreign Correspondents' Club of Japan; The Japan Marketing Association; The Word Number of Employees 304 (as of September 2021) of Mouth Japan Marketing Association; Japan Internet Association; Chamber of Commerce and PR Planners 131 (certified by the PRSJ, as of September 2021) Industry; The Japan Overseas Enterprises Association; Medical Journalists Association of Japan; Japan Medical Head Office City Center 35th Floor and Scientific Communicators Association; 1-5-2 Higashi Shimbashi, Minato-ku Advertising Agencies Association; Osaka Chamber of Tokyo 105-7135 Commerce and Industry Phone: +81-3-6263-9000 Overseas Business MSLGROUP; Mitchell Communications Group Branch Office Nakanoshima Festival Tower West Bldg., 16th Floor Partners 3-2-4 Nakanoshima, Kita-ku, Osaka City Osaka 530-8228 Certifications Environmental Management System, Phone: +81-6-6484-8850 ISO 14001:2015 (JISQ14001:2015) Group certification Information Security Management System, ISO/IEC 27001:2013 (JISQ 27001:2014) Group certification Expertise 5

New Product and Service Campaigns CSV/CSR/SDGs Communications Internal branding Business-to-Business (B2B) Our strategists leverage platforms With our robust network of subject- Sharing the goals and purpose of Through persuasive storytelling, we build including websites and social media for matter experts and media contacts, we corporate activities and fostering a demand and enhance your business by seamless integration with earned/paid provide one-stop support in the ESG/ company culture of communication and bringing the spotlight to new products media coverage and in-store promotions. SDGs field, from fundamental strategy mutual respect helps bring employees and technologies. formulation to internal and external on board with your corporate vision and Repositioning of Products and Services communications. contributes majorly to company growth. Business-to-Consumer (B2C) To re-energize products that have been Utilizing our Internal Branding We maximize the value of information on the market for a number of years, Public Affairs Model developed based on original by designing communications strategies we develop a context that motivates Based on trend analysis among research, we help you boost employee based on the Dentsu Group s unique PR ’ rediscovery while further expanding the lawmakers, administrators, engagement. IMPAKT approach. fan base. stakeholders and the media, we establish advocacy strategies, compile Leadership Communications Tracking Effectiveness & KPIs Corporate Branding evidence, and approach and engage key One of the most important roles of top Our Reputation Matrix (see p.8) is an With trends such as ESG and digital decision makers. management is communicating the integrated effectiveness measurement transformation rapidly changing purpose and vision of their organization framework that provides comprehensive the business landscape, we provide Risk Management to a variety of stakeholders. Leveraging insights into the quantitative and corporate branding support based on Leveraging the proprietary Risk our extensive expertise and network, qualitative aspects consideration of how best to deliver Management Pentagon Model, we we will help your executives of reputation. value to all stakeholders. identify potential risks and construct communicate effectively to internal and pre-emptive countermeasures, counsel external parties PR Strategy on management of crisis situations, and Leveraging proprietary methods like support brand recovery. Healthcare our Octopus Model (see p.10) and Our healthcare experience is not limited Attractiveness Branding Model, we to medical products and equipment, but analyze SWOT factors. Once PR targets also includes PR in fields such as health and KPIs have been set, our strategists foods, nutrition, sports, technology, and build the messages and action plans data management. necessary to achieve your goals. 6 Approach

Problem Identification Data-driven consulting that leverages results from surveys by our internal Public Dialogue think tank Corporate Communication Advocacy based on up-to-the- Strategic Studies Institute, in conjunction minute awareness of consumer with our client-customizable assessment and societal perspectives framework the Reputation Matrix

Problem Identification Problem Identification Story Development Reputation Management Content Creation Public Dialogue Integrated solutions in five Message Delivery Story key areas establish the optimal Reputation Development Management foundation for a favorable Public Dialogue reputation

Message Content Delivery Creation

Message Delivery Content Creation Optimization of delivery channels Developing compelling content that according to your message and target incorporates relevant facts and audience, including cross-platform evokes a genuine emotional response coordination, leveraging in-house data on current information flow patterns Approach 7

Data-Driven Consulting Powered by the Octopus Model

The Octopus Model developed by our 1 internal think tank, the Corporate INTELLIGENCE Communication Strategic Studies 60 Institute (CSI), divides communications abilities into eight separately evaluated 8 2 ORGANIZATION ANALYSIS categories. Using this model, CSI 40 conducts the biennial Corporate Communications Capability Survey, securing responses from numerous 20 listed businesses to produce industry- level data on the communications 7 3 competency of companies in Japan. RISK MANAGEMENT 0 STRATEGY

4 CONTENT CREATION 6

ENGAGEMENT 5

DELIVERY 2014: answered by 479 listed companies 2016: answered by 533 listed companies 2018: answered by 518 listed cpmpanies 2020: answered by 474 listed cpmpanies 8 Approach

KPI and Reputation Matrix The impact of PR is measured not only by the quantity of earned media exposure, but also from a qualitative perspective. Our Reputation Matrix offers an integrated analy- sis based on diverse methods, including earned and shared media analysis driven by measurement of impressions (rather than ad value equivalency), and surveys of target audience perceptions.

Social Listening Social Listening Media Analysis Quantitative and qualitative analysis Analysis of coverage by media channel to Attractiveness of Twitter posts to discern consumer quantitatively discern the characteristics Target Branding sentiment; rapidly assesses large of each channel. Research Survey samples. Target Research Media Intelligence & Media Audit Media Impressions Web surveys to gauge the reactions of Qualitative analysis of coverage tone and stakeholders beyond Twitter users; content in assorted media for comparison measures the response of targets and assessment; elucidates coverage Media Media sharing specific attributes such as age policies and features of each media or occupation. channel. Intelligence & Reputation Media Audit Research Attractiveness Branding Survey Media Reputation Research A unique survey created by PRCD which A unique PRCD analysis which breaks Media analyzes consumer sentiment via three down coverage outcomes into Analysis metrics: human-level, financial, and six areas and 20 attributes for product attractiveness. Competitor quantitative scoring. Competitor comparisons are also possible. comparisons are also possible. Approach 9

Information Design & Influencer Communications

The media ecosystem is constantly changing due to the complex interactions of PESO media channels. Advanced knowledge of information design incorporating experiential and in-store events is also in increasing demand. We help clients find the best way to deliver their message, from developing content that resonates with the target audience, to identifying the optimal influencers and media outlets.

PESO Media Model: Paid Media Earned Media Shared Media Owned Media 10 Awards

PR Industry Awards

PR Award Grand Prix IPRA Golden World Awards for PR Awards Asia SABRE Awards Excellence (GWA) (formerly the PRWeek Awards Asia) SABRE:Superior Achievement （ in Branding , Reputation and Launched in 2001 under the auspices of Founded by the International Public Haymarket Media Group, a publisher Engagement ） the Public Relations Society of Japan, Relations Association (IPRA) in 1990, of PR and marketing industry media, the PR Award Grand Prix receives these global awards have a longstanding organizes this PR award program for The SABRE Awards receive the largest entries from a wide range of government association with the United Nations. the Asia-Pacific region. The judging number of applications of any PR agencies, corporations, NPOs, and The Global Contribution Award panel, which consists of roughly 60 industry award program, with around educational organizations in addition to recognises a campaign with an experts selected from corporations 1,500 entries from the Asia-Pacific PR companies. objective of meeting one of the UN s 17 and agencies, is chaired by a member region alone. Regional competitions are ’ Sustainable Development Goals. selected from Haymarket s ranks. A held in six regions around the globe. ’ Grand Prix Award (2018) typical year sees over 600 applications The top projects are nominated for the Nameless Chores for Sports,Corporate Communications and from around 15 countries. Global SABRE Awards, where the best “ ” Industory Corporate Responsibility(2020) campaigns are chosen from among

SAVE LIONS Project by Seibu Lions for Japan/Korea PR Campaign of the Year- 5,000 entries worldwide. “ “ Skill/Innovation category (2015) Seibu Lions Silver 2020 （ ） Crisis Management Capability Survey Connecting KIDS for Kiko Network/ Global SABRE Award (2020) “ “ ” for Listed Companies for our Grand Prix 2019 CAN Japan Saving Laundry from Zombie Odors for Lion ” （ ） self-promotion Kobayashi City Department of SIMCITY Corporation “ BUILDIT for Electronic Arts K.K. Marketing Communications category – ” Grand Prix Award(2012) Gold (2016) North Asia PR Consultancy of the Year (2018) Spirit of Togetherness – Enhaning the Corporate Communications Categories LOVE THERMO #WarmUpWithLove for “ “ ” Japanese Red Cross s Communications Business-to-Business Categories 2018 Corporation Global SABRE Award (2018) ’ 〔 〕 Capacity for Japanese Red Cross Society Castle Keepsake for Sakura Paxx Corp. Changing Housework from a JOB to ” “ ” “ Campaign of the Year, Public Affairs JOY for Procter & Gamble Japan ” Campaign, and Business-to-Business Campaign (2009) Japan Consultancy of the Year (2015, 2009) Japan s Milk Price Problem: the 30-year “ ’ Challenge for Japan Dairy Council ” Awards 11

Cannes Lions International Festival of Creativity

Developing from its early origins as a competition for cinema advertising contractors held as part of the Cannes Film Festival, since 1954 the Cannes Lions International Festival of Creativity has been conducted as an independent celebration of leading-edge endeavor in communications, advertising, and related fields. The festival s scale, its ’ prestigious jury, and the caliber of entries make Cannes Lions one of the most renowned of all international advertising awards.

Mobile category Grand Prix Award (2017) The Family Way for Recruit Lifestyle “ ” Co., Ltd.

Visit our website for a detailed award history. 12 Awards

Spirit of Togetherness: Enhancing the Japanese Red Cross's Communication Capacity

Japan's Milk Price Problem: The 30-Year Challenge Dancing from Disaster: Road to Recovery from Fukushima Awards 13

Japan Dairy Council Red Cross Spa Resort Hawaiians

Japan's Milk Price Problem: the Spirit of Togetherness: Enhancing the Dancing from Disaster: 30-year Challenge Public Affairs / B2B Japanese Red Cross's Communication Road to Recovery from Fukushima ― ― The business environment for dairy a price rise. In April 2008, the wholesale Capacity Internal Communications CSR Communications ― farmers in Japan deteriorated rapidly milk price was raised by three yen per In order to improve understanding Spa Resort Hawaiians (operated by from the fall of 2006. This was largely kilogram the first increase in 30 years. and support for the Japanese Red Joban Kosan Co., Ltd.), a well-known hot ― due to a surge in the price of cornfeed Cross Society, it was first necessary spring resort in Fukushima Prefecture, used to feed cows (stemming from The year following this decision, feed to strengthen their internal was forced to close as a result of the a spike in demand for corn used in prices rose even further. We continued communications and PR capabilities. Great East Japan Earthquake. the production of bioethanol), a rise to disseminate this information to the in the cost of hay, and increased fuel media, and in March 2009 the wholesale On behalf of the Japanese Red The hula dance troupe that regularly expenses due to higher oil prices. As milk price was raised by a further 10 yen Cross, we conducted the Spirit of performed at the resort went on a � more and more dairy farmers gave up per kilogram. Togetherness project, which enhanced nationwide tour aimed at cheering � the business, a two-year campaign was the communication skills of the up the disaster victims, despite the launched to promote understanding of Asia-Pacific PR Award 2009 organization's 62,000 employees, fact that they too were affected by the the problems facing producers. Campaign of the Year improved external communications, catastrophe. Public Affairs Campaign of the Year and raised awareness of the society's During the campaign, we held press BtoB Campaign of the Year activities. The image of the steadfast, smiling briefings to raise awareness of the dancers evoked sympathy among difficult business conditions facing IPRA 2009 IPRA 2013 the public, and gained positive media dairy farmers, as well as street events Golden World Award for Excellence in Golden World Award for Excellence in attention throughout the country. to appeal directly to consumers about BtoB Category Internal Communications Category the crisis. We also conducted seminars 2011 Asia-Pacific SABRE Awards for milk distributors to promote Public Relations Society of Japan Awards Public Relations Society of Japan Awards CSR Category Winner understanding and awareness of the FY2009 FY2012 farmers' plight. Long-term PR Category Grand Prix Award

These activities brought considerable focus to the unprecedented crisis facing dairy farmers, and persuaded dairy product manufacturers to accept 14 Awards

Starbucks Coffee Japan Hokkaido Rice Sales Expansion Committee Back to Basics: Upgrading Hokkaido Rice to First � Starbucks Espresso Journey Class' Communication Research/ ― ― Experiential PR/Promotional Activity Branding/B2B We conducted a campaign that took After large-scale surveys demonstrated Starbucks back to its roots to promote that Japanese consumers were its espresso range, all with the aim influenced by brand names when of creating sustainable growth for the judging the taste of rice, we presented business. these findings to the media and rice To attract the brand's fan base, we opened distributors, while also holding tasting a pop-up store' in the fashionable events and creating other opportunities � Omotesando district of Tokyo. Within for people to experience the great the store, nine types of espresso were flavor of Hokkaido rice. These efforts represented as book covers that were succeeded in boosting the standing of arranged on a set of shelves. Visitors the Hokkaido rice brand, and helped to Back to Basics: Starbucks Espresso Journey selected their favorite and were able secure fairer prices. This heightened to taste the espresso as well as read appreciation even saw Hokkaido rice the story behind the beverage. This make its way onto the first class menus unique campaign allowed consumers of Japanese airlines. to experience the drink while learning something interesting about the product. Asia-Pacific PR Award 2010 BtoB Campaign of the Year 2013 Asia-Pacific SABRE Awards Special Event Category Certificate of IPRA 2010 Excellence Golden World Award for Excellence in Communication Research Category PR WEEK AWARDS Asia 2013 Professional Activity of the Year Category Public Relations Society of Japan Awards Certificate of Excellence 2009 Grand Prix Award

Upgrading Hokkaido Rice to 'First Class' Publications 15

Strategic Thinking on PR Management: Strategic Thinking on Brand Eight PR Capabilities to Boost Profits Management: (Available in Japanese only) Tactics to Enhance Attractiveness Publisher: Nikkei BP Consulting and Boost Corporate Value Date of Publication: April 6, 2015 (Available in Japanese only) Retail Price: 1,800 yen (tax exclusive) Publisher: Nikkei Business Publications Date of Publication: January 29, 2018 Basic Knowledge of PR Thinking: Retail Price: 1,800 yen (tax exclusive) New Rules to Encourage Sharing by People and the Media Strategic Thinking on Risk Management: (Available in Japanese only) Five Risk Tactics to Boost Profits Publisher: Shoeisha (Available in Japanese only) Date of Publication: March 15, 2018 Publisher: Nikkei BP Consulting Retail Price: 1,480 yen (tax exclusive) Date of Publication: July 15, 2016 Retail Price: 1,800 yen (tax exclusive) New Strategic Thinking on PR Manage- ment: Eight PR Capabilities to Boost Values (Available in Japanese only) Publisher: Nikkei BP Consulting Date of Publication: December 1, 2020 Retail Price: 1,800 yen (tax exclusive) 16 Publications

Communicating: Learning Local Government PR A Guide to PR in Japan from 17 Success Stories: (Available in English only) Transforming Communities Publisher: Wiley Publishing Japan with Information Date of Publication: March 1, 2018 (Available in Japanese only) Retail Price: 3,500 yen (tax exclusive) Publisher: Publication Service Date of Publication: December 16, 2016 Basic Knowledge of PR Thinking: Retail Price: 1,400 yen (tax exclusive) New Rules to Encourage Sharing by People and the Media A PR Perspective on Inbound *Traditional Chinese version Tourism Strategy: Today s Chinese ’ Visitors to Japan Gravitate Essentials of Strategic PR: to the Countryside not Cities, Five Perspectives for PR Practice Experiences not Shopping Sprees (Available In Japanese only) (Available in Japanese only) Publisher: Shinjindo Publisher: Sendenkaigi Date of Publication: June 7, 2013 Date of Publication: November 11, 2016 Retail Price: 1,200 yen (tax exclusive) Retail Price: 1,900 yen (tax exclusive) 3 4 社長メッセージ