Qualitative Evaluation

RECMA RUSSIA MARCH 2015

Domestic report

Media Agencies Qualitative Evaluation

Russia RECMA report – March 2015 Copyright © 2015 RECMA Reports | All Rights Reserved | Content Cannot Be Reproduced Without Written Permission RECMA SA Paris [email protected] •[email protected] - [email protected] – www.recma.com – March26, 2015

CONTENTS -T0- Structure of the industry in Russia

A. THE QUALITATIVE EVALUATION C. MOMENTUM

Methodology - T21a/b- Client portfolio values (CPV) at February 2015 (buying billings) Latest Qualitative Evaluation March 2015 - T21Gr- Client portfolio values (CPV) by Group - Key Findings an executive summary - T6a/Short- Industry shares growth as at February 2015 vs. - T100a- Short- Qualitative Evaluation 2011 (overall billings) Profile Assessment based on 18 criteria - T16- New Business Activity 3 years wins and unsuccessful participation (excl. retentions) - T100a- Qualitative Evaluation by Network - T40 - Changes to the top management over 18 months - T100b- Qualitative Evaluation by Group November 2014 - T41- Awards Benchmark – a 2 year comparison

- T95a- Benchmark - March 2015 vs. Aug. 2013 D. RESOURCES - T95b- Benchmark – ranking by growth in points - short term - Specialized resources: methodology & process / definitions March 2015 vs. November 2014 - T32b - Digital staff spread Previous Qualitative Evaluations - T32 - Digital Resources & staff including Display and Search (upd Febr 15) - T100a- Qualitative Evaluation Nov. 2014 rest. March 15 - T33b – Diversified Services staff spread - T100a- Qualitative Evaluation Jan. 2014 rest. March 15 - T33 - Diversified Services resources & staff (upd Febr 15) - T34- International coordination (upd Febr15) - T100a- Qualitative Evaluation August 2013 - T8 – Share of non-traditional Activity - T100a- Qualitative Evaluation Dec 2012 - rest. March 13 - T36- Geographical coverage: number of offices - T100a- Qualitative Evaluation Dec 2011 - rest. March 13 - T37 Buying Structures (tbc) - T100a- Qualitative Evaluation Dec 2010 - rest. March 13

B. COMPETITIVENESS E. CLIENT PROFILE

- Methodology Key Concept / Q&A - T20 -Big advertisers into 14 sectors based on the Top 150 (spending over $10m) - T18- Compitches grades calculation 2014 by agency: based on key wins & departures - T22 -Number of big advertisers by agency based on the Top 140 (spending over $15m) - T13a/b- Compitches Grades by agency 3-year score (mid- term view) and since 2004 - T23- Exposure to n°1 & top 3 clients (billings share out of - Archives T18 2013/12/11/10 Client Portfolio Values Nov 2014) - T24- Local roots amongst top 200 advertisers with ww HQ in Russia (115 advertisers) - T25 - Client Loyalty NEW Nov 2014

F. OVERALL ACTIVITY /BILLINGS - T0a Structure of the industry & -T0b Methodology - T1 Overall Activity 2013 by local brands - T2 Overall Activity by Network & by Group (released in April 2015) - T3 Overall Billings 2013 by Growth Rate

Russia RECMA report – March 2015 Copyright © 2015 RECMA Reports | All Rights Reserved | Content Cannot Be Reproduced Without Written Permission • RECMA SA Paris [email protected] •[email protected] - [email protected] – www.recma.com – March26, 2015

A. THE QUALITATIVE EVALUATION

Methodology

Key findings – an executive summary

New Qualitative Evaluation March 2015

 T100- Short- Qualitative Evaluation – Profile Assessment

 T100a- Qualitative Evaluation by network based on 18 criteria

 T100b- Qualitative Evaluation by Group based on 18 criteria

The benchmark

 T95a- The Benchmark, a 2 period comparison: March 2015 vs. Aug. 2013

 T95b- The Benchmark, ranking by growth in points short term – March15 vs. Nov14

Former Qualitative Evaluations

 T100a- Qualitative Evaluation by network Nov. 2014 based on 18 active criteria – Rest. March15

 T100a- Qualitative Evaluation by network January 2014 based on 17 active criteria – Rest. March15

 T100a- Qualitative Evaluation by network Aug. 2013 - based on 17 criteria

 T100a- Qualitative Evaluation by network Dec. 2012 – Rest. March13

 T100a- Qualitative Evaluation by network Dec. 2011 – Rest. March13

 T100a- Qualitative Evaluation by network Dec. 2010 – Rest. March13

RECMA Research Company evaluating the Media Agency Industry- NETWORK DIAGNOSTICS Qualitative Evaluation Copyright © 2015 RECMA Reports | All Rights Reserved | RECMA Inc • New York • RECMA SA Paris-; www.recma.com – March 26th-2015

How are agencies classified in the Qualitative Evaluation?

Explanation of the methodology.

RECMA has defined 2 groups of performance areas: VITALITY = Competitiveness + Momentum, STRUCTURE = Resources + Client Profile.

A set of criteria is used to determine the agencies' performance; a table of analysis is established for each (table number T in following pages). An agency can have a strong, rather strong, average or weak performance in each of the criteria: •a strong performance, highlighted in yellow, represents 2 points. •a rather strong performance is in brown and represents 1 point; •an average no point; •a weak performance, written in red, represents minus 1 point.

The overall hierarchy is based on the total number of points. If equal points, on the Compitches classification and then on the balance of number of strengths versus the number of weaknesses.

The total number of points determines the PROFILE classification: Dominant (from 20 pts), High (from 12 pts in average), Good (from 4 pts), Average (from minus 4 points) or Low

See continued RECMA Research Company evaluating the Media Agency Industry- NETWORK DIAGNOSTICS Qualitative Evaluation Copyright © 2015 RECMA Reports | All Rights Reserved | RECMA Inc • New York • RECMA SA Paris-; www.recma.com – March 26th-2015

How are agencies classified in the Qualitative Evaluation? (2/3) VITALITY Compitches Weighs from 6/ 28 pts to 6/ 40 pts. Therefore Compitches are max 6 points directly impacting a maximum of 20% of the assessment. Yearly grades are assessed on the basis of a calculation table Table 18 (T18) with a classification of pitches and close reviews in two 2013 definitive groups (key -valued 3 points- and other valued 1 point) according to thresholds of the account move ad spends. Yearly grades are assessed on the basis of a calculation table Table 18 2012 definitive (T18) with a classification of pitches and close reviews in two Last year grades A+ to C groups (key -valued 3 points- and other valued 1 point) according to thresholds of the account move ad spends. Yearly grades are assessed on the basis of a calculation table Table 18 2011 definitive (T18) with a classification of pitches and close reviews in two Last year grades A+ to C groups (key -valued 3 points- and other valued 1 point) according to thresholds of the account move ad spends.

Momentum 8 to 12 points Table 21a The Portfolio Growth CPV includes the full impact of the wins & losses of the year in buying billings until the date of Portfolio Growth m€/$ publication. year-on year. Strength-Weakness thresholds based on data distribution. Table 6 Industry share Based on Overall Activity Billings updated with CPV; thresholds: around + 1 point industry share growth is growth over 3 years considered as a strength or minus 1point as a weakness. Table 6 Industry share This data is indicated for information only; not a KPI for the (Client portfolio values) assessment. Table 3 Overall Activity Based either on agency client list ad spends or based on staff Billings growth (July 2013) or RECMA estimates. Extracted from the Billings report. Table 16 a/b- New business Includes pitches won (except retentions) and participation to pitches even unsuccessful ; plus major moves without pitches ; activity over 3 years Strength-Weakness thresholds based on data distribution. Table 41 Based on int’l Festival of Media + Media Lions Cannes + Awards over 3 years (2013) Effie + local reliable awards. Awarded advertisers listed. From “change” (departure) considered as a weakness for six months (minus one point) with exceptions when the Group Table 40 management is already involved in the client relationship Changes to the top (CEO still in the Group, change of MD/COO but CEO stable) management (heads in ; to “internal promotion” or “external recruitment” which are considered as a strength (+2 pts) during one year, and +1pt relation with clients) from the second year. After five years of stability (no point) begins a period of “proven stability” (+1pt); and after 10 years back to “stability” (no point) RECMA Research Company evaluating the Media Agency Industry- NETWORK DIAGNOSTICS Qualitative Evaluation Copyright © 2015 RECMA Reports | All Rights Reserved | RECMA Inc • New York • RECMA SA Paris-; www.recma.com – March 26th-2015

How are agencies classified in the Qualitative Evaluation? (3/3)

STRUCTURE Resources Tables T32b and T33b compare all agencies with the ratio 8 to 14 points staff vs industry share. Table 32 Aggregates digital specialists: direct/ search/ social/ Digital specialists staff nbr mobile/ trading desk (internal or Group partners). With details by specialty: outdoor/ OOH; econometrics/ Table 33 modeling; Branded content/ entertainment/ sports; multi- Diversified Services staff nbr cultural; marketing consulting; bartering; etc. Strength-Weakness thresholds based on data distribution Table 34 Staff by hub with details of key clients and assignments; Int’l management staff nbr Strength-Weakness thresholds based on data distribution Table 1 This data is indicated for information only; not a KPI for Overall agency staff nbr the assessment. Extracted from the global Billings report. Table 7 Ratio between the overall specialized staff – internal or integrated as a share of Group partners- and overall Ratio of diversification agency staff. Table 8 (ex T1b) Digital share over overall Estimates based on agency declarations compiled with digital staff number and overall activity volume. activity (new; June 2013) Table 36 Number of cities/ offices: staff number, key clients and Geographical coverage services. Criterion relevant in ten key countries. Client Profile Table 20 ranks the agency big clients by sector/ product 6 to 8 pts category (not a KPI). Table 22 Serving Big (between the top 50 to 100) advertisers is key BIG advertisers (number) Weakness threshold for 3 or less; strength over 10 Big. Table 24 Defined by the number of top 200/ 300 clients with their Local roots (number) HQ in the country; Table 23 Billings share out of buying client portfolio values CPV. Strength when the top 3 represents less than 30% of the Exposure to top3/1 client portfolio, rather strong 40%; weakness above 60% with a % billings ponderation with the Top 1 client used. Table 25 Based on the top 15 or 20 clients five years ago (2008). Client loyalty % billings Strength-Weakness thresholds based on data distribution

T100- New Qualitative Evaluation March 2015

 T100-1 Short- Qualitative Evaluation March 2015 based on 18 criteria Vitality + Structure

 T100a- Qualitative Evaluation by network March 2015 based on 18 criteria full chart Vitality + Structure

 T100b- Qualitative Evaluation by Group and LOCAL group March 2015 based on 18 criteria full chart Vitality + Structure

42- Russia RECMA report - March 2015- Qualitative Evaluation Copyright © 2015 RECMA Reports | All Rights Reserved | Content Cannot Be Reproduced Without Written Permission RECMA Inc • New York • RECMA SA Paris •www.recma.com • March26-2015

T100-1 Short - Russia Qualitative Evaluation March 2015 Profile assessment

18 active criteria / KPIs in four categories Vitality Structure Russia (24 agencies) Total score all PROFILE across all Score Score March25, 2015 criteria in points criteria in points in points (previous : Nov 2014)

Media Instinct (19) 20 Dominant 15 5

OMD Media Direction (21) 20 Dominant 12 8

Vizeum (17) 18 High 810

Carat (21) 16 High 610

AD O' Clock (14) 16 High 10 6

OMD OM incl. M2M (11) 11 Good 47

Initiative / ADV (10) 11 Good 74

PHD incl. Mediawise (7) 10 Good 91

MEC (10) 9 Good 45

UM / ADV (8) 7 Good 16

MediaPlan (5) 6 Good 7 -1

Maxus (7) 6 Good 7 -1

Havas Media / ADV (5) 6 Good 24

ZenithOptimedia (8) 6 Good 60

Dentsu Smart (4) 5 Good 41

Mindshare (6) 4 Good 13

OMD AMS Incl. Da Vinci (4) 3 Average 6 -3

Arena-Magic Box/ ADV (5) 2 Average 11

Starlink SMG (4) 2 Average 20

Starcom SMG (2) 1 Average 2 -1

MediaCom incl. MC2 (3) 1 Average 2 -1

LBL Comm. (-2) -1 Average 3 -4

Media First / Twiga (1) -2 Average 1 -3

MediaVest SMG (-1) -2 Average -2 0 Hidalgo na Not assd na na Media Arts na Not assd na na Immedia na Not assd na na Media Net na Not assd na na Total positive points 160 0 105 66

42- Russia RECMA report - March 2015 - Qualitative Evaluation Copyright © 2015 RECMA Reports | All Rights Reserved | Content Cannot Be Reproduced Without Written Permission RECMA Inc • New York • RECMA SA Paris •www.recma.com • March25, 2015

T100a- 42- Russia Qualitative Evaluation by Network - March 2015

18 active criteria / KPIs in four categories Structure max 16 points Vitali Struct Momentum max 10pts Resources max 10pts Client Profile max 6 pts ty ure T18 T18 T18 T21 T 6 T3 T6 T 16 T 41 T 40 T32 T33 T 34 T 1 T 7 T8 T 22 T 24 T 23 T 25

Russia (24 agencies) March-15 Febr-14 Aug 2013 March-15 March-15 March-15 March-15 Jul-14 Sep-14 Nov-14 Feb-15 Feb-15 Feb-15 March-15 March-15 March-15 Nov-14 Nov-14 Nov-14 Nov-14 Total score PROFILE Score Score PRELIM 2013 2012 CPV growth Industry Overall Industry New Biz Awards Changes Digital Diversi- Int’l Total Ratio % of non- nb BIG Local Exposure Client Growth 2014 loyalty all criteria across all criteria in points in points 2014 grade grade Febr 2015 share share % activity 2011- (2013) to the top staff nbr fied coordinatio staff incl. diversifi tradi adver- roots to n°1 - vs 2013 (2013-14) March25, 2015 in points grade (A+ to C) (A+ to C) VS growth CPV 2013 over management SPECIALIS Services n specia-lists cation activity tisers based top 3 (A+ to C) 2013 in points $2m TS staff nbr ement 140 over on 120 clients (previous : Nov 2014) $m 3 years staff nbr $15m advert. % billings stability/chan 20 Dominant 15 5 A+ A+ A 121 3 27% 6,4 35 15 28 14 11 220 24 17% 8 9 29-20 na Media Instinct (19) ge stability/chan 20 Dominant 12 8 A+ A A 60 3,2 15% 5,8 37 0 28 36 12 258 29 18% 12 11 33-12 4,1 OMD Media Direction (21) ge Vizeum (17) 18 High 810 AAA109-1,1 4% 6,2 32 15 Stability 37 46 2 164 52 28% 6 11 45-21 3,4

Carat (21) 16 High 610B+ B+ B+ 69 2,6 3% 7,6 30 3 Stability 35 47 9 165 55 22% 16 9 37-20 5 Proven 16 High 10 6 A A A 81 1,4 15% 3,3 24 0 26 25 0 122 42 28% 6 8 33-16 2,8 AD O' Clock (14) stability OMD OM incl. M2M (11) 11 Good 47B+ B B+ 60 -0,7 5% 8,0 23 15 stability 44 22 14 290 28 20% 10 5 58-30 7,5 Proven 11 Good 74B+ B A+ -10 -0,9 5% 4,2 42 6 45 25 16 230 37 22% 5 5 71-27 5,1 Initiative / ADV (10) stability stability/chan 10 Good 91 A B+ B+ 115 1,8 10% 3,2 32 0 23 26 2 161 32 27% 5 4 65-33 na PHD incl. Mediawise (7) ge MEC (10) 9 Good 45 B B+ B+ -11 -0,3 10% 6,3 30 6 stability 32 40 6 280 28 21% 8 3 42-18 4 Proven 7 Good 16 BBB+-86 -2,3 0% 1,2 34 6 30 22 12 170 38 33% 5 3 62-33 5,2 UM / ADV (8) stability Proven 6 Good 7 -1 B+ A B+ 70 0,8 15% 1,8 20 3 13 7 3 81 28 18% 3 6 32-11 2,4 MediaPlan (5) stability Proven 6 Good 7 -1 BB+B+29-2,4 30% 2,7 40 0 17 22 1 128 31 19% 4 7 62-38 2,6 Maxus (7) stability >1 year 6 Good 24B+ B+ B 1 -2,5 10% 5,4 25 0 41 37 0 260 30 18% 6 3 64-23 4,1 Havas Media / ADV (5) change stability/chan 6 Good 60 C A A 1 6,4 14% 6,4 30 3 25 18 0 175 25 14% 8358-254,6 ZenithOptimedia (8) ge Proven 5 Good 41B+ B B+ 14 -0,3 5% 2,8 25 12 16 21 0 125 30 25% 3 5 60-30 5,2 Dentsu Smart (4) stability Mindshare (6) 4 Good 13 BAB+-27 -1,6 5% 3,1 21 6 change 30 29 4 185 34 27% 5 4 52-25 5,7

OMD AMS Incl. Da Vinci (4) 3 Average 6 -3 A+ B+ A+ 57 -0,1 7% 3,6 22 0 stability 24 12 6 129 33 22% 4 5 61-37 2,5 Proven 2 Average 11 BB+B 6-1,1 15% 1,4 15 0 25 19 15 145 41 25% 5 5 68-28 2,9 Arena-Magic Box/ ADV (5) stability Proven 2 Average 20 BB+C 15 0,4 5% 2,1 32 0 6150 88 24 20% 4 9 35-18 2,6 Starlink SMG (4) stability Starcom SMG (2) 1 Average 2 -1 B+ B B+ 60 -0,4 11% 7,0 13 3 stability 13 31 0 175 25 15% 6 1 76-36 5

MediaCom incl. MC2 (3) 1 Average 2 -1 C B B+ 2 -0,8 10% 4,8 41 3 stability 25 18 5 180 27 20% 5 0 58-28 4,3

LBL Comm. (-2) -1 Average 3 -4 B C B+ 13 0,2 15% 1,5 15 6 Change 6140 75 27 16% 1 2 35-20 na

Media First / Twiga (1) -2 Average 1 -3 B+ B B+ -6 0,5 10% 1,4 15 21 Change 10 5 0 54 28 19% 2138-14 na

MediaVest SMG (-1) -2 Average -2 0 BB+B-46 -0,8 -9% 3,7 14 0 stability 12 20 0 105 30 19% 6 3 95-61 5,6 Hidalgo na Not assd na na C+ 0 na 11% 0 30 301 53-33 2,9 Media Arts na Not assd na na na 0na0% 0 70 22 0 2 37-15 0,8 Immedia na Not assd na na C+ 0 na 0% 0 70 15 0 0 41-21 1 Media Net na Not assd na na C+ 0 na 12% 0 75 14 2 2 46-30 na Total positive points 160 10566000017,32,1993,56121080 1196 610135113084,6 42- Russia RECMA report - March 2015 - Qualitative Evaluation Copyright © 2015 RECMA Reports | All Rights Reserved | Content Cannot Be Reproduced Without Written Permission RECMA Inc • New York • RECMA SA Paris •www.recma.com • March26, 2015

T100b- 42- Russia Qualitative Evaluation by Group - March 2015

18 active criteria / KPIs in four categories Structure max 16 points

Vitali Struct Momentum max 12pts Resources max 10pts Client Profile max 8 pts ty ure T18 T18 T18 T21 T 6 T3 T6 T 16 T 41 T 40 T32 T33 T 34 T 1 T 7 T8 T 22 T 24 T 23 T 25 Russia (24 agencies) March-15 Febr-14 Aug 2013 March-15 March-15 March-15 March-15 Jul-14 Sep-14 Nov-14 Feb-15 Feb-15 Feb-15 March-15 March-15 March-15 Nov-14 Nov-14 Nov-14 Nov-14 Total score PROFILE Score Score PRELIM 2013 2012 CPV Industry Overall Growth Industry New Biz Awards Changes Digital Diversi-fied Int’l Total Ratio % of non- nb BIG Local roots Exposure Client loyalty 2014 vs 2013 (2013-14) all criteria in across all criteria in points in points 2014 grade grade growth share share % activity (2013) to the top staff nbr Services coordination staff diversifi tradi activity adver- based to n°1 - points grade (A+ to C) (A+ to C) Febr 2015 growth CPV 2011-2013 managemen SPECIALIS staff nbr ement incl. cation tisers on 120 top 3 March25, 2015 (A+ to C) VS in points over $2m t TS staff nbr specia- 140 over advert. clients 2013 3 years lists $15m % billings (previous : Nov 2014) $m

Omnicom Media Gr (57) 70 pts 39% 28,8% 1 139 stability/ Dominant 12 8 A+ A A 60 3,2 15% 5,8 37 0 28 36 12 258 29 18% 12 11 33-12 4,1 OMD Media Direction (21) 20 change stability/ Dominant 15 5 A+ A+ A 121 3 27% 6,4 35 15 28 14 11 220 24 17% 8 9 29-20 na Media Instinct (19) 20 change OMD OM incl. M2M (11) 11 Good 47B+ B B+ 60 -0,7 5% 8,0 23 15 stability 44 22 14 290 28 20% 10 5 58-30 7,5 stability/ Good 91 A B+ B+ 115 1,8 10% 3,2 32 0 23 26 2 161 32 27% 5 4 65-33 na PHD incl. Mediawise (7) 10 change Proven Good 7 -1 B+ A B+ 70 0,8 15% 1,8 20 3 13 7 3 81 28 18% 3 6 32-11 2,4 MediaPlan (5) 6 stability OMD AMS Incl. Da Vinci (4) 3 Average 6 -3 A+ B+ A+ 57 -0,1 7% 3,6 22 0 stability 24 12 6 129 33 22% 4 5 61-37 2,5

Dentsu Aegis Network (57) 55 pts 31% 13,7% 412

Vizeum (17) 18 High 810 AAA109-1,1 4% 6,2 32 15 Stability 37 46 2 164 52 28% 6 11 45-21 3,4

MEC (10) 9 Good 45 B B+ B+ -11 -0,3 10% 6,3 30 6 stability 32 40 6 280 28 21% 8 3 42-18 4 Proven Good 7 -1 BB+B+29-2,4 30% 2,7 40 0 17 22 1 128 31 19% 4 7 62-38 2,6 Maxus (7) 6 stability Mindshare (6) 4 Good 13 BAB+-27 -1,6 5% 3,1 21 6 change 30 29 4 185 34 27% 5 4 52-25 5,7

MediaCom incl. MC2 (3) 1 Average 2 -1 C B B+ 2 -0,8 10% 4,8 41 3 stability 25 18 5 180 27 20% 5 0 58-28 4,3

Mediabrands (13) 18 pts 10% 5,4% 400 Proven Good 74B+ B A+ -10 -0,9 5% 4,2 42 6 45 25 16 230 37 22% 5 5 71-27 5,1 Initiative / ADV (10) 11 stability Proven Good 16 BBB+-86 -2,3 0% 1,2 34 6 30 22 12 170 38 33% 5 3 62-33 5,2 UM / ADV (8) 7 stability Publicis Media (16) 9 pts 5% 19,2% 0 543 stability/ Good 60 C A A 1 6,4 14% 6,4 30 3 25 18 0 175 25 14% 8 3 58-25 4,6 ZenithOptimedia (8) 6 change Proven Average 20 BB+C 15 0,4 5% 2,1 32 0 615 0 88 24 20% 4 9 35-18 2,6 Starlink SMG (4) 2 stability Starcom SMG (2) 1 Average 2 -1 B+ B B+ 60 -0,4 11% 7,0 13 3 stability 13 31 0 175 25 15% 6 1 76-36 5

MediaVest SMG (-1) -2 Average -2 0 BB+B-46 -0,8 -9% 3,7 14 0 stability 12 20 0 105 30 19% 6 3 95-61 5,6

Havas Media (6) 8 pts 4% 35 6,8% 405 >1 year Good 24B+ B+ B 1 -2,5 10% 5,4 25 0 41 37 0 260 30 18% 6 3 64-23 4,1 Havas Media / ADV (5) 6 change Proven Average 11 BB+B 6-1,1 15% 1,4 15 0 25 19 15 145 41 25% 5 5 68-28 2,9 Arena-Magic Box/ ADV (5) 2 stability Independents 0 pt 0% 2,9% 0 129

Media First / Twiga (1) -2 Average 1 -3 B+ B B+ -6 0,5 10% 1,4 15 21 Change 10 5 0 54 28 19% 2138-14 na

LBL Comm. (-2) -1 Average 3 -4 B C B+ 13 0,2 15% 1,5 15 6 Change 614 0 75 27 16% 1 2 35-20 na Hidalgo na Not assd na na C+ 0 0 0 na 11% 0,0 0 000 0 0300301 53-33 2,9 Media Arts na Not assd na na na 000na0% 0,0 0 000 0 07002202 37-15 0,8 Immedia na Not assd na na C+ 0 0 0 na 0% 0,0 0 000 0 07001500 41-21 1 Media Net na Not assd na na C+ 0 0 0 na 12% 0,0 0 000 0 07501422 46-30 na Total positive points 186 0 122 74 0 0 0 0 13,8 6,96 100 647 123 0 11 9 6 0 10 10 143 122 0 84,6 * For the Group number of points, only positive points are taken into account 42- Russia RECMA report - March 2015 - Qualitative Evaluation Copyright © 2015 RECMA Reports | All Rights Reserved | Content Cannot Be Reproduced Without Written Permission RECMA Inc • New York • RECMA SA Paris •www.recma.com • March26, 2015

T100b- 42- Russia Qualitative Evaluation by Local Group - March 2015

18 active criteria / KPIs in four categories Structure max 16 points

Dentsu Aegis Network (57) 55 pts 31% 13,7% 412

Vizeum (17) 18 High 810 AAA109-1,1 4% 6,2 32 15 Stability 37 46 2 164 52 28% 6 11 45-21 3,4

Carat (21) 16 High 610B+ B+ B+ 69 2,6 3% 7,6 30 3 Stability 35 47 9 165 55 22% 16 9 37-20 5 Proven High 10 6 A A A 81 1,4 15% 3,3 24 0 26 25 0 122 42 28% 6 8 33-16 2,8 AD O' Clock (14) 16 stability Proven Good 41B+ B B+ 14 -0,3 5% 2,8 25 12 16 21 0 125 30 25% 3 5 60-30 5,2 Dentsu Smart (4) 5 stability OMD OM Group 40 pts 22% 19,8% 720 stability/ Dominant 15 5 A+ A+ A 121 3 27% 6,4 35 15 28 14 11 220 24 17% 8 9 29-20 na Media Instinct (19) 20 change OMD OM incl. M2M (11) 11 Good 47B+ B B+ 60 -0,7 5% 8,0 23 15 stability 44 22 14 290 28 20% 10 5 58-30 7,5 Proven Good 7 -1 B+ A B+ 70 0,8 15% 1,8 20 3 13 7 3 81 28 18% 3 6 32-11 2,4 MediaPlan (5) 6 stability OMD AMS Incl. Da Vinci (4) 3 Average 6 -3 A+ B+ A+ 57 -0,1 7% 3,6 22 0 stability 24 12 6 129 33 22% 4 5 61-37 2,5 OMD MD-PHD Group 30 pts 17% 9,0% 419 stability/ Dominant 12 8 A+ A A 60 3,2 15% 5,8 37 0 28 36 12 258 29 18% 12 11 33-12 4,1 OMD Media Direction (21) 20 change stability/ Good 91 A B+ B+ 115 1,8 10% 3,2 32 0 23 26 2 161 32 27% 5 4 65-33 na PHD incl. Mediawise (7) 10 change GroupM (39) 20 pts 11% 16,9% 773

MediaCom incl. MC2 (3) 1 Average 2 -1 C B B+ 2 -0,8 10% 4,8 41 3 stability 25 18 5 180 27 20% 5 0 58-28 4,3 ADV 26 pts 14% 12,2% 805 Proven Good 74B+ B A+ -10 -0,9 5% 4,2 42 6 45 25 16 230 37 22% 5 5 71-27 5,1 Initiative / ADV (10) 11 stability Proven Good 16 BBB+-86 -2,3 0% 1,2 34 6 30 22 12 170 38 33% 5 3 62-33 5,2 UM / ADV (8) 7 stability >1 year Good 24B+ B+ B 1 -2,5 10% 5,4 25 0 41 37 0 260 30 18% 6 3 64-23 4,1 Havas Media / ADV (5) 6 change Proven Average 11 BB+B 6-1,1 15% 1,4 15 0 25 19 15 145 41 25% 5 5 68-28 2,9 Arena-Magic Box/ ADV (5) 2 stability Publicis Media (16) 9 pts 5% 19,2% 0 543 stability/ Good 60 C A A 1 6,4 14% 6,4 30 3 25 18 0 175 25 14% 8 3 58-25 4,6 ZenithOptimedia (8) 6 change Proven Average 20 BB+C 15 0,4 5% 2,1 32 0 615 0 88 24 20% 4 9 35-18 2,6 Starlink SMG (4) 2 stability Starcom SMG (2) 1 Average 2 -1 B+ B B+ 60 -0,4 11% 7,0 13 3 stability 13 31 0 175 25 15% 6 1 76-36 5

MediaVest SMG (-1) -2 Average -2 0 BB+B-46 -0,8 -9% 3,7 14 0 stability 12 20 0 105 30 19% 6 3 95-61 5,6 Independents 0 pt 0% 2,9% 0 129

Media First / Twiga (1) -2 Average 1 -3 B+ B B+ -6 0,5 10% 1,4 15 21 Change 10 5 0 54 28 19% 2138-14 na

T95- The Benchmark

• T95a- The Benchmark, a short term evolution: March15 vs. Nov. 2014 with a summary of a long term period of 3 years since Aug. 2013

• T95b- The Benchmark, Graph by Group and Local Groups over 4 periods

42- RUSSIA RECMA report – March 2015 – Benchmark Copyright © 2014 RECMA Reports | All Rights Reserved | Content Cannot Be Reproduced Without Written Permission RECMA Inc NY [email protected] • [email protected] - [email protected] • www.recma.com • March26, 2015 T95a- Russia Qualitative Evaluation Benchmark March. 2015 - Aug. 2013

Growth  begins after 3 points increase and decrease  after 3 points minus

Score August January November March changes Classification evolution pts in pts 2013 2014 Rest. March 2015 2014 Rest. March 2015 2015 2 years 6 months nbr 17 17 18 18 crit. March. 15 March 15 vs. vs. total 177 points 156 points 188 points 180 points Aug. 13 Nov. 14 24 23 22 21 OMD MD +21 pts 21 Carat +21 pts 20 Carat +20 pts Vizeum +20 pts Media Instinct +20 pts DOMINANT   +1 20 OMD MD +20 pts DOMINANT   -1 19 OMD MD +19 pts Media Instinct +19 pts 19 18 Vizeum +18 pts Carat +18 pts Vizeum +18 pts HIGH   +1 17 OMD MD +17 pts Vizeum +17 pts 16 Carat +16 pts HIGH   -5 16 Ad O'Clock +16 pts HIGH   +2 15 Media Instinct +15 pts 14 Ad O'Clock +14 pts Mindshare +14 pts Ad O'Clock +14 pts 14 13 12 Mindshare +12 pts Ad O'Clock +12 pts OMD OM +12 pts 11 OMD OM +11 pts GOOD   -1 11 Initiative +11 pts GOOD   +1 11 Initiative +11 pts 10 MEC +10 pts Initiative +10 pts PHD +10 pts GOOD   +3 10 Media Instinct +10 pts MEC +10 pts 9 MediaCom +9 pts MEC +9 pts GOOD   -1 9 OMD OM +9 pts 9 8 MediaCom +8 pts UM +8 pts 8 ZO +8 pts 7 Starcom +7 pts MEC +7 pts PHD +7 pts UM +7 pts GOOD   -1 7 OMD OM +7 pts Maxus +7 pts 6 Media First +6 pts Initiative +6 pts Mindshare +6 pts Mediaplan +6 pts GOOD   +1 6 ZO +6 pts Maxus +6 pts GOOD   -1 6 Havas Media +6 pts GOOD   +1 6 ZO +6 pts GOOD   -2 5 ZO +5 pts Maxus +5 pts Mediaplan +5 pts Dentsu-Smart +5 pts GOOD   +1 5 OMD AMS +5 pts PHD +5 pts Havas Media +5 pts 5 4 StarLink +4 pts Media First +4 pts StarLink +4 pts Mindshare +4 pts GOOD   -2 4 LBL +4 pts OMD AMS +4 pts 4 Dentsu-Smart +4 pts Dentsu-Smart +4 pts 3 PHD +3 pts MediaCom +3 pts OMD AMS +3 pts AVERAGE   -1 3 MediaVest +3 pts 3 UM +3 pts 2 Maxus +2 pts UM +2 pts Starcom +2 pts Arena Magic Box +2 pts AVERAGE   +2 2 Havas Media +2 pts OMD AMS +2 pts Media First +1 pts StarLink +2 pts AVERAGE   -2 2 Mediaplan +2 pts 2 StarLink +2 pts AVERAGE 1 MediaVest +1 pts Starcom +1 pts AVERAGE   -1 1 Havas Media +1 pts MediaCom +1 pts AVERAGE   -2 0 Arena Magic Box 0 pt 0 Mediaplan 0 pt Dentsu-Smart 0 pt Arena Magic Box 0 pt -1 Arena Magic Box -1 pt MediaVest -1 pt LBL -1 pt AVERAGE   +1 -1 -1 -1 -2 Starcom -2 pts LBL -2 pts Media First -2 pts AVERAGE   -3 -2 MediaVest -2 pts AVERAGE   -1 -3 -3 -3 Immedia Immedia -4 LBL -4 pts Hidalgo Hidalgo -4 Media Arts Media Arts -5 Media Net Media Net 42-RUSSIA RECMA report – March 2015 – Copyright © 2015 RECMA Reports | All Rights Reserved | Content Cannot Be Reproduced Without Written Permission RECMA Inc NY [email protected] • [email protected] - [email protected] • www.recma.com • March26, 2015

T95b- Russia ranking by growth in points March 2015 - Nov. 2014

Nov. Change in March 2014 points since 2015 Trends Russia Restated Nov. 2014 in points in points

+ 3 PHD incl. Mediawise 10 7 

+ 2 AD O' Clock 16 14 Growth

+ 2 Arena-Magic Box 2 0

+ 1 Media Instinct 20 19 

+ 1 Vizeum 18 17 Stability

+ 1 Initiative 11 10

+ 1 Havas Media 6 5

+ 1 MediaPlan 6 5

+ 1 Dentsu Smart 5 4

+ 1 LBL Comm. -1 -2

- 1 OMD Media Direction 20 21

- 1 OMD OM incl. M2M 11 12

- 1 MEC 9 10

- 1 UM 7 8

- 1 Maxus 6 7

- 1 OMD AMS Incl. Da Vinci 34

- 1 Starcom SMG 1 2

- 1 MediaVest SMG -2 -1

- 2 ZenithOptimedia 6 8 

- 2 Mindshare 4 6 Decrease

- 2 Starlink SMG 2 4

- 2 MediaCom incl. MC2 13

- 3 Media First -2 1

- 5 Carat 16 21

11 Total points 183 188 * Only positive scoring taken in account for the total. 42- Russia RECMA report – March 2015 – Benchmark Copyright © 2015 RECMA Reports | All Rights Reserved | Content Cannot Be Reproduced Without Written Permission RECMA Inc NY [email protected] • [email protected] - [email protected] • www.recma.com • March26, 2015

T95b- 42-RUSSIA Qualitative Evaluation Benchmark by Group March 2015 - Aug. 2013

August January November March Next 2013 2014 Restat. 2014 Restat. 2015 Period

70 70 68 OMG

60 56 56 55 Dentsu/Aegis Media 55

50 50

45 44

34 35 33

30 26

20 19 20 18 18 GroupM Mediabrands

15 14 14

10 9 9 Publicis Havas Media Gr 8 5 8 5 2 1

Score in Points 42-RUSSIA RECMA report – March 2015 – Copyright © 2015 RECMA Reports | All Rights Reserved | Content Cannot Be Reproduced Without Written Permission RECMA Inc NY [email protected] • [email protected] - [email protected] • www.recma.com • March26, 2015

T95b- Russia ranking by growth in points March 2015 - Nov. 2014

Nov. Change in March 2014 points since 2015 Trends Russia Restated Nov. 2014 in points in points

+ 3 PHD incl. Mediawise 10 7 

+ 2 AD O' Clock 16 14 Growth

+ 2 Arena-Magic Box 2 0

+ 1 Media Instinct 20 19 

+ 1 Vizeum 18 17 Stability

+ 1 Initiative 11 10

+ 1 Havas Media 6 5

+ 1 MediaPlan 6 5

+ 1 Dentsu Smart 5 4

+ 1 LBL Comm. -1 -2

- 1 OMD Media Direction 20 21

- 1 OMD OM incl. M2M 11 12

- 1 MEC 9 10

- 1 UM 7 8

- 1 Maxus 6 7

- 1 OMD AMS Incl. Da Vinci 34

- 1 Starcom SMG 1 2

- 1 MediaVest SMG -2 -1

- 2 ZenithOptimedia 6 8 

- 2 Mindshare 4 6 Decrease

- 2 Starlink SMG 2 4

- 2 MediaCom incl. MC2 13

- 3 Media First -2 1

- 5 Carat 16 21

11 Total points 183 188 * Only positive scoring taken in account for the total.

Previous Qualitative Evaluations T100a Dec. 2010 – March 2015

 T100a- Qualitative Evaluation by network Nov 2014 - restated March 2015 based on 18 active criteria

 T100a- Qualitative Evaluation by network Febr 2014 - restated March 2015 based on 18 active criteria

 T100a- Qualitative Evaluation by network Aug 2013 based on 17 active criteria

 T100a- Qualitative Evaluation by network Dec. 2012 - restated March 2013 based on 14 criteria

 T100a- Qualitative Evaluation by network Dec. 2011 - restated March 2013 based on 14 criteria

 T100a- Qualitative Evaluation by network Dec. 2010 - restated March 2013 based on 14 criteria

42- Russia RECMA report - November 2014 - Qualitative Evaluation Copyright © 2014 RECMA Reports | All Rights Reserved | Content Cannot Be Reproduced Without Written Permission RECMA Inc • New York • RECMA SA Paris •www.recma.com • Dec4, 2014

T100a- 42- Russia Qualitative Evaluation by Network - November 2014 - Rev. March 2015

18 active criteria / KPIs in four categories Vitality max 18 points Structure max 16 points Vitali Struct Compitches max 6pts Momentum max 10pts Resources max 10pts Client Profile max 6 pts ty ure T18 T18 T18 T21 T 6 T3 T6 T 16 T 41 T 40 T32 T33 T 34 T 1 T 7 T8 T 22 T 24 T 23 T 25

Russia (24 agencies) Febr-14 Aug 2013 Aug 2013 Nov-14 Nov-14 Jul-14 Sep-14 Jul-14 Sep-14 Nov-14 Nov-14 Nov-14 Nov-14 Jul-14 Nov-14 Jul-14 Nov-14 Nov-14 Nov-14 Nov-14 Total score PROFILE Score Score 2013 2012 2011 CPV growth Industry Overall Industry New Biz Awards Changes Digital Diversi- Int’l Total Ratio % of non- nb BIG Local Exposure Client Growth 2013 loyalty all criteria across all criteria in points in points grade grade grade Nov 2014 share share % activity 2011- (2013) to the top staff nbr fied coordinatio staff incl. diversifi tradi adver- roots to n°1 - vs 2012 (2013-14) Dec4, 2014 in points (A+ to C) (A+ to C) (A+ to C) 2013 growth CPV 2013 over management SPECIALIS Services n specia-lists cation activity tisers based top 3 $m in points $2m TS staff nbr ement 140 over on 120 clients (previous : Febr 2014) 3 years staff nbr $15m advert. % billings stability/chan 21 Dominant 13 8 A A A 26 3,1 63% 5,7 37 0 28 36 12 245 31 19% 12 11 33-12 4,1 OMD Media Direction (19) ge Carat (19) 21 Dominant 11 10 B+ B+ A 74 2,8 49% 7,8 30 3 Stability 35 47 9 162 56 24% 16 9 37-20 5 stability/chan 19 High 13 6 A+ A B 82 2,7 32% 6,1 35 15 28 14 11 183 29 25% 8 9 29-20 na Media Instinct (17) ge Vizeum (22) 17 High 710 AAA-5-2,1 -5% 5,2 32 15 Stability 37 46 2 171 50 30% 6 11 45-21 3,4 Proven 14 High 95 A A B+ 55 1,2 41% 3,1 24 0 26 25 0 107 48 30% 6 8 33-16 2,8 AD O' Clock (14) stability OMD OM incl. M2M (9) 12 High 57 B B+ B+ 45 -0,7 13% 8,0 23 15 stability 44 22 14 274 29 21% 10 5 58-30 7,5 Proven 10 High 64 B A+ B -11 -0,8 20% 4,3 42 6 45 25 16 224 38 21% 5 5 71-27 5,1 Initiative / ADV (8) stability MEC (9) 10 Good 55B+ B+ B -5 -0,1 38% 6,5 30 6 stability 32 40 6 265 29 21% 8 3 42-18 4 Proven Good 35 BB+B-22 -1,6 32% 1,9 34 6 30 22 12 165 39 25% 5 3 62-33 5,2 UM / ADV (5) 8 stability stability/chan 8 Good 80 A A B+ 49 0,5 20% 7,0 30 3 25 18 0 198 22 15% 8358-254,6 ZenithOptimedia (8) ge stability/chan 7 Good 70B+ B+ A -22 0,5 130% 1,9 32 0 23 26 2 155 33 16% 5465-33na PHD (7) ge Proven 7 Good 70B+ B+ A 64 -2 -11% 3,1 40 0 17 22 1 111 36 20% 4 7 62-38 2,6 Maxus (5) stability Mindshare (16) 6 Good 24 AB+B+-24 -1,5 22% 3,2 21 6 change 30 29 4 185 34 25% 5 4 52-25 5,7 Proven 5 Good 6 -1 A B+ B+ 56 0,7 25% 1,7 20 3 13 7 3 74 31 20% 3 6 32-11 2,4 MediaPlan (2) stability >1 year 5 Good 05B+ B C 21 -2,2 7% 5,7 25 0 41 37 0 241 32 18% 6 3 64-23 4,1 Havas Media / ADV (3) change Proven 4 Good 40B+ C A 7 0,4 25% 2,1 32 0 6150 87 24 20% 4 9 35-18 2,6 StarLink SMG (2) stability OMD AMS Incl. Da Vinci (3) 4 Good 6 -2 B+ A+ B 29 1,1 39% 3,4 22 0 stability 24 12 6 119 35 23% 4 5 61-37 2,5 Proven 4 Good 22 BB+C 13 -0,2 -7% 2,9 25 12 16 21 0 100 37 25% 3 5 60-30 5,2 Dentsu Smart (2) stability MediaCom incl. MC2 (9) 3 Average 30 BB+B+-17 -0,9 14% 4,7 41 3 stability 25 18 5 176 27 25% 5 0 58-28 4,3

Starcom SMG (1) 2 Average 20 B B+ B 57 -0,3 19% 7,1 13 3 stability 13 31 0 185 24 20% 6 1 76-36 5

Media First / Twiga (4) 1 Average 3 -2 B B+ B+ -6 0,6 35% 1,5 15 21 Change 10 5 0 55 27 25% 2138-14 na Proven 0 Average 1 -1 B+ B B 7 -1 35% 1,5 15 0 25 19 15 135 44 15% 5568-28 2,9 Arena-Magic Box/ ADV (3) stability MediaVest SMG (5) -1 Average -1 0 B+ B B+ -18 -0,4 5% 4,1 14 0 stability 12 20 0 140 23 20% 6 3 95-61 5,6

LBL Comm. (-2) -2 Average 2 -4 C B+ B 9 0,2 32% 1,5 15 6 Change 6140 62 32 10% 1 2 35-20 na Hidalgo na Not assd na na B 0 na 32% 0,3 0 50 4% 0 1 53-33 2,9 Media Arts na Not assd na na B 0 na 25% 0,9 0 90 22% 0 2 37-15 0,8 Immedia na Not assd na na na 0 na 22% 0,7 0 140 15% 0 0 41-21 1 Media Net na Not assd na na na 0 na 17% 1,8 0 107 14% 2 2 46-30 na Total positive points 188 12571000013,86,9610064712305915711183819 143122084,6 42- Russia RECMA report - February 2014 - Qualitative Evaluation Copyright © 2014 RECMA Reports | All Rights Reserved | Content Cannot Be Reproduced Without Written Permission RECMA Inc • New York • RECMA SA Paris •www.recma.com • Febr25-2014 REV March5

T100a- 42- Russia Qualitative Evaluation by Network - January 2014 Rev. March 2015

17 active criteria / KPIs in four categories Vitality max 18 points Structure max 16 points

Vitali Struct Compitches max 6pts Momentum max 10pts Resources max 10pts Client Profile max 6 pts ty ure T18 T18 T 18 T21 T 6 T3 T6 T 16 T 41 T 40 T32 T33 T 34 T 1 T 7 T1b T 22 T 24 T 23T 25 Russia (24 agencies) FEBR Aug 2013 sept-12 FEBR FEBR July July FEBR nov FEBR FEBR FEBR nov nov July-Febr July FEBR FEBR FEBR Total score PROFILE Score Score 2013 2012 2011 Billings Industry Overall Industry New Biz Awards Changes Digital Diversi- Int’l Total Ratio % Digital nb BIG Local Exposure Client Growth 2012 activity loyalty all criteria in across all criteria in points in points grade grade grade growth share share % activity 2011- (2012) to the top staff nbr fied manag- staff incl. diversifi- adver- roots to n°1 - vs 2011 (2013) points (A+ to C) (A+ to C) (A+ to C) end 2013 growth CPV 2013 over management SPECIALIS Services ement specia-lists cation tisers based top 3 Febr25, 2014 revMar5 2012 in points $2m TS staff nbr staff nbr 100 over on 115 clients (previous : August 2013) $m 3 years $15m advert. % billings

Vizeum (18) 20 Dominant 10 10 AA A 10-1,4 25% 5,5 32 21 Proven stability 26 54 - 190 42 22% 7 11 44-26 tbc

OMD Media Direction (17) 19 High 14 5 A A A 73 2,4 60% 4,5 32 0 stability/change 12 18 - 191 16 18% 13 7 44-17 tbc

Carat (20) 18 High 711B+ B+ A 9 -0,1 25% 5,7 30 3 Proven stability 30 44 - 140 53 23% 9 7 22-8 tbc

Media Instinct (10) 15 High 13 2 A+ A B 79 3,3 54% 4,2 34 15 stability/change 17 12 - 124 23 8% 10 9 85-53 tbc

Mindshare (12) 14 High 86A B+ B+ 56 0 25% 4,7 21 6 stability 30 29 - 185 32 20% 7 2 38-18 tbc

AD O' Clock (14) 12 High 93A A B+ 34 0,6 30% 2,1 24 0 Proven stability 15 25 -8547 20% 3 6 63-30 tbc

MediaCom incl. MC2 (9) 8 Good 62B B+ B+ 93 0,4 13% 5,4 40 3 stability 25 18 5 173 28 18% 4 0 73-32 tbc

MEC (10) 7 Good 34B+ B+ B 16 -2,4 0% 6,1 31 6 Proven stability 20 35 - 231 24 12% 8 3 41-17 tbc

OMD OM incl. M2M (9) 7 Good 34B B+ B+ 2 0,1 13% 6,9 23 12 stability 26 18 5 232 21 12% 12 6 67-32 tbc

Initiative / ADV (11) 6 Good 8 -2 BA+B -26 1 35% 6,1 36 9 Proven stability 20 19 - 180 22 10% 3 3 65-36 tbc

ZenithOptimedia (5) 6 Good 60AAB+86-1,4 11% 6,8 29 3 stability 21 12 - 170 19 6% 10 3 68-31 tbc

Maxus (2) 5 Good 6 -1 B+ B+ A 32 -2,1 -5% 3,5 40 0 Proven stability 15 4 - 152 13 13% 5 7 56-34 tbc

PHD (3) 5 Good 7 -2 B+ B+ A -3 -0,4 25% 2,1 31 3 stability/change 13 7 -8524 7% 4 3 58-28 tbc

Media First / Twiga (6) 4 Good 5 -1 B B+ B+ -3 -0,1 45% 1,1 15 33 stability 32-5010 24% 1 3 59-28 tbc

UM / ADV (3) 2 Average 20BB+B -14 -0,7 0% 2,8 32 6 Proven stability 20 20 - 115 35 18% 3247-29 tbc

OMD AMS Incl. Da Vinci (5) 2 Average 4 -2 B+ A+ B 21 0,3 13% 2,7 22 0 stability 10 5 - 114 13 12% 6 6 74-34 tbc

OMD MediaPlan (0) 2 Average 5 -3 A B+ B+ 13 0 13% 1,1 20 3 Proven stability 52-6311 12% 3 5 54-20 tbc

StarLink SMG (4) 2 Average 5 -3 B+ C A 15 0,9 14% 1,5 32 0 Proven stability 52-759 21% 2 5 60-34 tbc

Dentsu Smart (4) 0 Average 00BB+ C-20-1,115% 3,3 24 12 Proven stability 16 20 -8542 14% 3 3 56-25 tbc

MediaVest SMG (3) 1 Average 3 -2 B+ B B+ -5 -0,6 30% 4,9 13 0 stability 10 20 - 130 23 6% 7469-41 tbc

Havas Media / ADV (2) 1 Average 2 -1 B+ B C 8 2,3 15% 7,5 17 0 Proven stability 15 26 - 190 22 8% 5 2 52-19 tbc

Arena-Magic Box ADV (-1) 0 Average 1 -1 B+ B B 39 0,7 5% 2,4 15 0 Proven stability 10 15 - 100 25 8% 4 4 36-16 tbc

Starcom SMG (7) -2 Average 0 -2 BB+B 10-1,6 10% 7,7 13 3 stability 10 21 - 175 18 8% 8 1 62-29 tbc

LBL Comm. (4) -4 Average 0 -4 C B+ B 0 -0,1 18% 1,3 15 12 Change 6 14 -6531 2% 3 1 96-49 tbc

Hidalgo na Not assessed 00B

Media Arts na Not assessed 00B

Total positive points 156 127 47 23 27 21 14 8 17 14 12 15 7 9 2 8 13 14 10 7 42- Russia RECMA report - March 2013 - Qualitative Evaluation

T100-4 - Russia Qualitative Evaluation by Network - November 2012

14 points of analysis/ KPIs in four categories Vitality max 14 points Structure max 14 points

Vitalit Struct Compitches max 6pts Momentum max 10pts Resources max 8pts Client Profile max 6 pts Russia y ure T18 T18 T 13 T21 T 6 T6 T 16 T 41 T 40 T32 T33 T 34 T 1 T 7 T 37 T 22 T 24 T 23 T 25 Total score PROFILE Score Score Trend 2011 2011-09 Billings Industry Industry New Biz Awards Changes Digital Diversi-fied Int’l Total Ratio Trading struc- nb BIG Local roots Exposure to Client loyalty tures (2013) all criteria in across all criteria in points in points pitches grade 3-year growth share share % activity (2012) to the top staff nbr Services manag- staff incl. diversifi- adver- tisers based n°1 - (2013) November points (A+ to C) grades Nov 2012 growth CPV 2010-2012 management staff nbr ement specia-lists cation 90 over on 70 advert. top 3 clients in points vs 2009 in points over $2m staff nbr $15m % billings 30-2012 $m 3 years

Carat 16 High 511 // A12+25+0,55,4 10 6 stability 48 33 - 110 74 tbc 8 5 20-38 tbc

Vizeum 15 High 69 // A13-24 -2,1 6,8 12 60 stability 58 51 - 180 61 tbc 7 6 27-60 tbc

OMD Media Direction 14 High 95 // A11+157+34,6 18 0 stability 27 14 - 205 20 tbc 7 6 14-33 tbc

OMD Optimum Media 14 High 86 // B+ 10 +135 +1,8 10,1 724Proven stability 25 17 5 220 21 tbc 9 5 29-63 tbc incl. M2M Internal MEC 12 High 48 // B10-28 -0,4 6,1 12 12 45 35 - 182 44 tbc 8 2 16-47 tbc promo Mindshare 9 Good 27 // B+ 7 +17 -3,1 4,8 10 24 stability 65 24 - 203 44 tbc 5 4 11-31 tbc

PHD 5 Good 6 -1 // A 8 +73 +0,3 2,2 11 12 stability 14 7 -7827 tbc 2 3 28-55 tbc

Maxus 5 Good 32 // A10-157 -2,6 3 10 0 Proven stability 32 3 - 153 23 tbc 5 4 41-66 tbc

Starcom SMG 4 Good 5 -1 // B 10 +205 +2,4 9,7 912Change 25 12 - 210 18 tbc 5 0 51-83 tbc

StarLink SMG 4 Good 40 // A11+11+0,51,4 80Proven stability 32-707 tbc 2 6 41-56 tbc

Initiative / ADV 3 Average 30 // B 7 +84 +0,8 6 612Proven stability 32 10 - 145 29 tbc 2 4 63-92 tbc

MediaCom incl. MC2 3 Average 03 // B+ 7 -35 -1,4 5 812stability 54 20 5 171 46 tbc 4 0 40-77 tbc

AD O' Clock 3 Average 12 // B+ 10 +10 +0,5 2 4 0 stability 22 23 -6273 tbc 2 3 31-71 tbc

ZenithOptimedia 0 Average 1 -1 // B+ 6 +20 -1,5 6,5 512Proven stability 25 15 - 170 24 tbc 3 1 43-92 tbc

Media First / Twiga 1 Average 10 // B+ n.a +9 +0,5 1 3 0 Proven stability 32-3017 tbc 0 3 12-32 tbc UM Mediabrands / -1 Average -3 2 // B 5-30-1,13 4 18 stability 40 16 - 115 49 tbc 2 3 30-62 tbc ADV LBL Comm. -1 Average -1 0 // B n.a ==1,3 2 0 stability 10 3 -4529 tbc 1 3 14-40 tbc

MPG / ADV -1 Average -1 0 // C 8 -40 +1,5 7,2 3 0 Proven stability 28 17 - 183 25 tbc 6 1 30-77 tbc

OMD MediaPlan -2 Average 0 -2 // B8+2-0,11 50promo 32-608 tbc 0115-38 tbc

MediaVest SMG -3 Average -2 -1 // B+ 7 -5 -1,5 4,4 3 0 stability 20 12 - 100 32 tbc 5 1 66-84 tbc

Arena-Magic Box ADV -3 Average -2 -1 // B 6-42+0,1 1,9 50stability 12 7 -8223 tbc 0211-32 tbc

OMD AMS Incl. Da Vinci -3 Average 0 -3 // B9-9 -0,6 2,1 70Proven stability 95- 110 13 tbc 2 3 58-78 tbc

Dentsu Smart -4 Low -2 -2 // C 7+10-0,83,1 2 0 stability 8 11 -6032 tbc 4 2 29-50 tbc 42- Russia RECMA report - March 2013 - Qualitative Evaluation

T100-4 - Russia Qualitative Evaluation by Network - December 2011

14 points of analysis/ KPIs in four categories Vitality max 12 points Structure max 14 points

Vitalit Struct Compitches max 4pts Momentum max 8pts Resources max 8pts Client Profile max 6 pts Russia y ure T18 T18 T 13 T21 T 6 T6 T 16 T 41 T 40 T32 T33 T 34 T 1 T 7 T 37 T 22 T 24 T 23 T 25 Total score PROFILE Score Score Trend 2010 2010-08 Billings Industry Industry New Biz Awards Changes Digital Diversi-fied Int’l Total Ratio Trading struc- nb BIG Local roots Exposure to Client loyalty tures (2013) all criteria across all criteria in points in points pitches grade 3-year growth share share % activity (2012) to the top staff nbr Services manag- staff incl. diversifi- adver- tisers based n°1 - (2013) in points (A+ to C) grades Nov 2012 growth CPV 2010-2012 management staff nbr ement specia-lists cation 90 over $15m on 45 advert. top 3 clients December in points vs 2009 in points over $2m staff nbr % billings 2011 $m 3 years

Optimum Media OMD 13 High 9 4 // A 12 = +1.8 18 tbc Proven stability 25 13 5 95 16 tbc 8 5 36-62 tbc

Vizeum 13 High 5 8 // A 14 -60 +0.5 20 tbc stability 38 35 - 58 27 tbc 6 5 30-49 tbc

Carat 12 High 7 5 // A 12 -18 +1.3 19 tbc stability 25 24 - 42 27 tbc 4 4 16-37 tbc

MEC 9 Good 2 7 // A 10 -36 -0.8 10 tbc stability 45 35 - 172 29 tbc 7 2 17-47 tbc

OMD Media Direction 9 Good 5 4 // A 12 +12 +0.4 13 tbc stability 27 14 - 82 38 tbc 3 3 24-46 tbc

MPG / ADV 8 Good 8 0 // A 9 +128 +2.5 10 tbc Proven stability 28 17 - 125 24 tbc 6 1 30-77 tbc

Initiative / ADV 6 Good 5 1 // A 8 +75 -1.5 13 tbc Proven stability 32 10 - 95 28 tbc 3 3 47-85 tbc

MediaCom incl. MC2 6 Good 2 4 // B+ 7 = -1.5 9 tbc ext. Recruit 54 20 5 171 38 tbc 4 0 44-78 tbc

StarLink SMG 4 Good 7 -3 // A e9 +16 0.0 30 tbc Proven stability 3 2 - 37 20 tbc 0 3 35-61 tbc

Mindshare 4 Good -1 5 // B+ 6 = -3.0 11 tbc stability 65 24 - 204 46 tbc 5 1 17-44 tbc

Starcom SMG 3 Average 4 -1 // A 10 +3 -0.2 14 tbc stability 25 12 - 64 11 tbc 3 1 53-89 tbc

Maxus 3 Average 1 2 // C 8 -58 +2.0 8 tbc Proven stability 32 3 - 150 16 tbc 6 6 38-68 tbc

APR Media Services 1 Average 4 -3 // A e10 +20 -1.2 10 tbc Proven stability 9 5 - 50 24 tbc 2 3 62-86 tbc Optimum M OMD UM Mediabrands / -1 Average -3 2 // C 5 -21 -0.4 8 tbc stability 40 16 - 90 41 tbc 3 1 36-75 tbc ADV

PHD Media Direction -1 Average -2 1 // C e6 -8 +0.1 9 tbc stability 14 7 - 48 37 tbc 1 3 26-62 tbc

MediaPlan Optim. -1 Average 2 -3 // B+ e9 = -0.6 10 tbc promo 3 2 - 30 17 tbc 0 1 18-47 tbc OMD

MediaVest SMG -2 Average 1 -3 // B 9 -5 +0.2 10 tbc stability 20 12 - 74 15 tbc 5 1 58-78 tbc

ZenithOptimedia -2 Average 1 -3 // C 6 -10 +2.2 8 tbc Proven stability 25 15 - 95 15 tbc 3 0 42-91 tbc

Dentsu Smart -4 Low -1 -3 // B+ n.a = -2.0 3 tbc stability 8 11 - 50 15 tbc 3 1 24-51 tbc

Arena-Magic Box ADV -4 Low -1 -3 // B e6 +19 +0.2 4 tbc stability 12 7 - 64 30 tbc 1 2 61-77 tbc

LBL n.a. not assessed n.a. n.a. // n.a n.a n.a n.a n.a tbc n.a n.a n.a n.a n.a n.a tbc n.a 3 n.a tbc

Media First n.a. not assessed n.a. n.a. // n.a n.a n.a n.a n.a tbc n.a n.a n.a n.a n.a n.a tbc n.a 3 n.a tbc 42- Russia RECMA report - March 2013 - Qualitative Evaluation Copyright © 2013 RECMA Reports | All Rights Reserved | Content Cannot Be Reproduced Without Written Permission RECMA Inc • New York • RECMA SA Paris •www.recma.com • April 16th-2013 T100-4 - Russia Qualitative Evaluation by Network - December 2010

14 points of analysis/ KPIs in four categories Vitality max 10 points Structure max 14 points

Vitali Struc Compitches max 4pts Momentum max 6pts Resources max 8pts Client Profile max 6 pts Russia ty ture T18 T18 T 13 T21 T 6 T6 T 16 T 41 T 40 T32 T33 T 34 T 1 T 7 T 37 T 22 T 24 T 23 T 25 Total score PROFILE Score Score Trend 2009 2009-07 Billings Industry Industry New Biz Awards Changes Digital Diversi- Int’l Total Ratio Trading nb BIG Local roots Exposure Client structures loyalty all criteria in across all criteria in points in points pitches grade 3-year growth share share % activity (2012) to the top staff nbr fied manag- staff incl. diversifi- adver- based to n°1 - December (2013) (2013) points (A+ to C) grades $m growth CPV 2010-2012 management Services ement specia-lists cation tisers on 60 top 3 in points in points over $2m staff nbr staff nbr 75 over advert. clients 2010 3 years $15m % billings

Carat 15 High 6 9 // B+ 11 n.a +1.7 19 tbc stability 40 18 0 42 14% tbc 6 6 16-37 tbc

Vizeum 10 High 4 6 // B 12 n.a +1.6 11 tbc stability 40 18 0 58 16% tbc 5 5 36-58 tbc Optimum Media Gr 10 High 6 4 // B+ 11 n.a +2.8 11 tbc Proven stability 16 18 0 95 9% tbc 7 4 39-69 tbc OMD

OMD Media Direction 9 Good 5 4 // A 12 n.a +0.4 9 tbc Proven stability 15 21 0 82 23% tbc 3 3 23-52 tbc

MEC 9 Good 1 8 // B+ 9 n.a -1.8 9 tbc stability 38 13 0 172 27% tbc 7 2 18-49 tbc

MPG / ADV 5 Good 5 0 // A 9 n.a +2.6 8 tbc stability 14 4 0 125 11% tbc 7 1 27-76 tbc

StarLink SMG 5 Good 6 -1 // A 9 n.a -0.1 34 tbc Proven stability 14 3 0 37 4% tbc 0 3 19-46 tbc

Mindshare 4 Good -1 5 // B+ 6 n.a -0.6 8 tbc change 55 19 0 204 37% tbc 5 1 24-54 tbc

PHD / OMD MD 2 Average 0 2 // B 7 n.a +0.1 7 tbc stability 15 21 0 48 21% tbc 2 3 29-69 tbc

MediaPlan / Opt M OMD 2 Average 3 -1 // B+ 9 n.a -0.8 8 tbc Proven stability 16 18 0 30 8% tbc 0 2 25-49 tbc

MediaCom incl. MC2 1 Average -2 3 // B 6 n.a +0.5 10 tbc change 47 14 0 171 30% tbc 4 0 42-75 tbc

APR Media Serv Opt M 1 Average 1 0 // B+ 9 n.a -2.1 5 tbc Proven stability 16 18 0 50 9% tbc 3 3 41-80 tbc

Starcom SMG 1 Average 3 -2 // B+ 9 n.a -2.2 13 tbc Proven stability 14 3 0 64 4% tbc 5 1 49-89 tbc

Initiative / ADV 0 Average 1 -1 // A 8 n.a -1.5 7 tbc stability 17 3 0 95 13% tbc 3 3 59-78 tbc

MediaVest SMG 0 Average 1 -1 // B 9 n.a -1.0 13 tbc stability 14 3 0 74 4% tbc 5 3 57-78 tbc

Maxus -1 Average -2 1 // C+ 8 n.a +0.1 5 tbc stability 14 3 0 150 11% tbc 3 5 53-80 tbc

Dentsu Smart -3 Average 0 -3 // B+ n.a n.a -3.3 n.a tbc stability 8 11 0 50 19% tbc 2 2 32-64 tbc

ZenithOptimedia -4 Low 0 -4 // C+ 6 n.a +1.8 6 tbc stability 4 4 0 95 (3%) tbc 3 1 48-91 tbc

UM / ADV -5 Low -3 -2 // C+ 5 n.a -0.3 4 tbc stability 16 8 0 90 22% tbc 3 1 27-69 tbc

Arena-Magic Box / ADV -6 Low -1 -5 // B 6 n.a +0.1 n.a tbc stability 6 0 0 64 (13%) tbc 1 2 63-79 tbc

LBL n.a. not assessed n.a. n.a. // n.a n.a n.a n.a n.a tbc n.a n.a n.a n.a n.a n.a tbc n.a 3 n.a tbc

Media First n.a. not assessed n.a. n.a. // n.a n.a n.a n.a n.a tbc n.a n.a n.a n.a n.a n.a tbc n.a 3 n.a tbc

B. COMPETITIVENESS

 Methodology Key Concept / Q&A

 T18 –Compitches grades calculation 20143 by agency: base on key departures and wins

 T13 –Compitches Grades by agency 3-year score (mid-term view) and since 2004

 Archives T18-2013 / T18-2012 / T18-2011 / T18-2010

RECMA Compitches Report - Methodology Copyright © 2015 RECMA Reports | All Rights Reserved | Content Cannot Be Reproduced Without Written Permission RECMA Inc • New York - • Hong Kong. • London • RECMA SA Paris-; www.recma.com March25-AE

Compitches Key concepts to understand Compitches assessment Moves taken in account in the assessment are those announced strictly from 1st January to 31st December of the assessed year

Key pitches Activity Level The grading process is mainly impacted by Key Pitches results. Grades are not based on the balance wins – losses in terms of billings but on the activity level of the agency, in terms of number of A pitch is defined as Key when: wins/departures. - An incumbent is clearly identified and has confirmed his active participation to defend the account. No total budget mathematical calculation. - Contenders are listed and are part of Top15 Media Agencies on the (mentioned amounts are based on ad-monitoring except if other not market. monitored assignments, budgets are then declared) - Pitching Advertiser has to be Part of the Top300 country spenders or part of international brands. A threshold of spendings is defined for each Retained budgets after pitches count in assessment. country. An agency with no wins of key pitches cannot receive a grade higher than B+. Wins / Departures after local pitch are decisive in the evaluation.

RECMA allocates account moves to category 1 when the pitch is local or global BUT with separate markets process of decision . Pitches are reported only if the advertiser has compared a minimum of two agencies – even if Local pitches there was no open / formal tender but some presentations or submission of case studies. “Key” and “Other” Contenders of the pitches and consultants or audits must be identified and reported in the table. If no incumbent or contenders are identified the moves is considered as without pitch and is classified as a Moves with no pitch. => Pitches is considered as KEY only if the budget is above the threshold.

Account moves after global, pan-regional or multi-market pitches are also considered in the evaluation.

They are considered as KEY when the local agency was highly involved through local Multi-country pitches presentations made to the advertiser or specific proposals / case studies worked out (beyond the sending of credentials, key facts & data).

They are considered as simply OTHER pitch when the final process of decision is global or regional (even if local presentations of the projects).

RECMA does not consider in the evaluation: - a joint-team of the creative and media agencies when the pitch is led by the creative agencies -Full services pitches (who will subcontract the media assignment to a sibling agency) -Transfer to sibling agency - An account transferred to a sibling agency i.e. belonging to the same Media Group, except if an -Acquisition/Merger official pitch with several final contenders is proven. - For media agencies managing BIG accounts, an additional account /sub-brand, won after the acquisition or merger of the Advertiser.

RECMA classifies departures in the “account resigned” when the reason of the decision is publicly Account resigned known clearly before the pitch or confirmed by the advertiser and when there was no pitch. If the account is resigned during the pitch process the account is considered as being.

* The range of grades is the following : A+ (highest), A, B+, B, C and C+ for agencies with very low activity The A+ grade is reserved for agencies demonstrating outstanding performances. It is for example assigned to agencies who have not lost any key pitch. RECMA Compitches Report – Methodology Copyright © 2015 RECMA Reports | All Rights Reserved | Content Cannot Be Reproduced Without Written Permission RECMA Inc New York - • RECMA Manila • RECMA London • RECMA SA Paris anne@ recma.com www.recma.com – March 2015– Ann

Compitches Key concepts & Definitions (1)

A Pitch is a competitive process launched by an Advertiser to choose a new media agency. This Advertiser move from an agency to another is considered as being a pitch when an incumbent agency is clearly identified and several contenders are listed. A Move is a transfer of Advertiser account directly from an agency to another without a pitch process i.e. no other contenders involved in the process. Pitches vs. Moves of budget This kind of move can be due to: 1- Decision of the Advertiser 2- Account resigned by the agency due to client conflict, etc. 3- Change of Advertising agency, new subsidiary acquired by the advertiser or transfer from an agency to a sibling agency, short-term contracts: those kind of moves are not considered in the evaluation. See Q1&Q4 in Questions & Answers part

As mentioned above in order to consider a move as being a Pitch, incumbents and contenders have to be clearly identified.

Incumbent vs. Contenders *The incumbent is the media agency who was managing the account before the new competition process. This agency can be part of contenders or not. *A contender is a media agency who was invited or entered into the pitch process to win the account. See Q4 in Questions & Answers part

RECMA assesses the Competitiveness of agencies during one calendar year: from January 1st to December 31st. All moves included in this period are evaluated but with some specific : In Compitches evaluation RECMA considers the official date of Announcement of the move, pitch result, etc. Announcement date vs. Effective Whereas in Billings evaluation RECMA considers the Effective date of move. date Therefore, a move announced in November 2013 can be included in agency Compitches 2013 evaluation and not considered in Overall billings 2013 evaluation as Effective date of account move planned for January 2014. See Q8&Q10 in Questions & Answers part

A Key Pitch is a competitive process as explained above but launched by a Big Advertiser part of the TOP country spenders. For each country a threshold is established to define the Top spenders (from 1$m for small countries to 100$m for USA). Moreover, to define a pitch as being Key, at least one incumbent who clearly defended the Key Pitches vs. Other Pitches account has to be identified and several contenders part of the Top15 agencies have to participate to the final pitch process. In major countries/pitches, a media pitch consultant can be mentioned as well.

Other Pitches are pitches launched by mid-sized Advertisers with identified incumbent and contenders but no always part of the Top media agencies. See Q4 in Questions & Answers part

A Local Pitch is a competitive process launched either by a Local Advertiser or by an International Advertiser locally in one or two countries.

A Multi-country Pitch is a global competitive process launched by an International Advertiser worldwidely or in some specific regions. Local Pitches vs. Multi-country We distinguish two kind of Multi-country pitches: Pitches - Pitches managed globally from one or two leading countries, the decision is taken in the leading country and aligned in other countries. The local agencies have low involvement in those processes. - Pitches managed country by country with high involvement of local agencies (active participation to presentations) and local decision process. See Q4 in Questions & Answers part

RECMA Compitches Report – Methodology Copyright © 2015 RECMA Reports | All Rights Reserved | Content Cannot Be Reproduced Without Written Permission RECMA Inc New York - • RECMA Manila • RECMA London • RECMA SA Paris anne@ recma.com www.recma.com – March 2015– Ann

Compitches Key concepts & Definitions (2)

RECMA allocates a number of Points to each move according to its category (Pitch, Local, Key Pitch, Move): 1pt for Other Pitches or Key Moves, 2pts for Retention, 3pts for Key pitches.

The balance of points cumulated after wins, less departures; gives a total of points to each Agency Points vs. Grades / agency and leads to the establishment of a Grade. Grades value A common threshold based on points balance has been defined for each grade: for example balance has to reach at least -1pt to get a B, +6pts to get an A.

Beyond that, in order to allow worldwide compilation of grades by Network, a specific value has been allocated to each Grade: from 1pt for C grade to 5pts for A+ grade. See Q6&Q7 in Questions & Answers part

In order to establish network rankings RECMA cumulates for each network the number of points won in each country. The number of points are based on grades values (hence a maximum of A+ /5pts leads to a good score). Number of Points vs. Country weight However, considering the size of evaluated markets and the level of competition in TOP countries, RECMA decided to apply a weighting per country (USA: 16, Poland: 2, etc.). Therefore getting an A in a Top country impact much more the score that in a small one. See Q2 in Questions & Answers part

42-Russia RECMA report – February 2015 - The Competition Copyright © 2015 RECMA Reports | All Rights Reserved | Content Cannot Be Reproduced Without Written Permission RECMA Inc. NY • [email protected] • RECMA SA Paris • [email protected] – [email protected] • www.recma.com • Jan, 2015 Ann / Febr3

T18-Russia Compitches grades 2014 calculation The 1st column gives the balance Wins-Departures (Key pitches count for 3 pts vs Retentions 2 pts, Other pitches & Key moves for 1pt). • Key international pitches are reported in “Other pitches” if the involvement of the local agency is low (reason 4) • Pitches (or closed reviews) over $2m with identified incumbent agency and eventually contenders become Key pitches over $14m. • Moves over $14m without identified pitch or review are accounted for as Key moves. Other moves are not taken into account. Digital assignments = DIG; ret retention; ext extension; con consolidation. Date of announcement – and not of effective work- is retained. Not taken into account: because of lack of details (incumbent or contenders) or agencies not part of the top players studied by RECMA grades WINS (of which retentions) DEPARTURES 2014 Key wins Media Key pitches pitches Other pitches over $2m Other pitches minus agency over $14m over depart $14m • Heinz - • GFD (Global • Roomer (City & • Medical On • Expert Retail $16m Functional Malls + Group - $2m (incl.Nord) - $4m Global with Drinks) - $8m Expostroy) - $4m Sector: Clinic/ Sector: Retail high local Sector: Food Sector: Retail Retail To: Ad O’clock, involvement From : PHD From : M-Liner From : Beta PHD Sector: Food Contenders : Contenders : Contenders : Contenders : Ad From : Ad Phd, Share of Movie, Prior, Alcasar, Sorec O’clock, PHD O’clock Voice Rosst, M- Medua Contenders : Assignment: All Liner/Aegis Assignment: All Assignment: TV UM, OMG, announc.: Assignment: all announc.: Jan. 2014 announc.: Aegis Feb. 2014 announc.: +1pt Dec. 2014 Assignment: +1pt Feb. 2014 -1pt TV, radio, +1pt • Rostelecom print & digital • Boiron - $6m Moscow - $3m • Solnechniye announc.: Sector: Pharm • Megafon - $4m Sector: Producti – May 2014 From : PHD Sector: Telecom Communications $7m – local pitch +3pts Contenders : From : MediaFirst From : AdOclock Sector: Food Phd, Movie Contenders : Contenders : • Merz - $15m Assignment: All Starlink, Aegis, AdOclock, PHD From: Media Sector: Pharm announc.: Maxus, UM Assignment: Cable Instinct, Fr. : Initiative Feb 2014 Assignment: Radio TV, part of OOH Contenders : Contenders : +1pt announc.: announc.: MediaInstinct, A Initiative, Aug 2014 June 2014 UM Media Carat Aegis, • Billa - $6m +1pt +1pt Assignment: All + Instinct Group M/RTA, Sector: Retail announc.: LBL From : New • Intouch - $4m • Fix Price retail - Oct. 2014 21-2 (23) Assignment: Contenders : Sector: Insurance $3m -1pt 19 All Initiative, Dentsu From : PHD Sector: Retail announc.: Smart Contenders : From : New pitch Dec 2014 Assignment: All MEC, Vizeum, Contenders : +3pts announc.: PHD Initiative, Dentsu Aug 2014 Assignment: all Smart • Formula1- +1pt announc.: Assignment: All $d15m Nov 2014 announc.: Sector: • Retention +1pt Aug 2014 Entertainment Valeant - $5m +1pt From : New Sector: Pharma • Tata Beverages pitch From : Media Group (Tetley, • Otto Group Contenders : Instinct Grand) - $7m (Quelle) - $3m Media Arts, Contenders : Ad Sector: Food shared FCB, O’clock, Rost, From : MEC Sector: Retail MediaCom Strong, Media Contenders : From : Artcom Assignment: Instinct MEC, MediaFirst Contenders : All Assignment: TV, Assignment: All Artcom, Immedia announc.: print announc.: Assignment: all July 2014 announc.: Dec. 2014 announc.: budget not March 2014 +1pt Jan. 2014 confirmed +1pt +1pt +1pt

42-RUSSIA RECMA report – February 2015 - The Competition Copyright © 2012 RECMA Reports | All Rights Reserved | Content Cannot Be Reproduced Without Written Permission RECMA Inc. NY • • RECMA SA Paris •[email protected] - • www.recma.com • Feb12, 2013 - NicAnn

• Retention • Maria Kitchen Ochakovo - (Mariya $5m Furniture Sector: Drinks Factory) - $2m From : Media Sector: Furniture Instinct From : Share Of Contenders : Voice PHD/EP, Movie, Contenders : Sorec Sorec, SOV Assignment: All Assignment: All announc.: announc.: March 2014 Jan. 2014 +1pt +1pt

Not taken into account

• Ingostrakh - • Promsvyaznedvizhimost • Holodilnik.ru - • Mead Johnson • Retention BP - • Desan $2m - $4m $4m Nutricion – d$2m< (Pomidorka, 6 Sector: Financial (Promsvyaznedvizhimost Sector: Retail $2m Sector: Retail sotok) - From : Mindshare + Promsvyazbank + PSN From : OMD MD Sector: Food Contenders : d$3m< Contenders : n/a GROUP) Contenders : OMD From : MediaVest Aegis, PHD Sector: Food Assignment: Sector: Real Estate MD, SOV Contenders : Assignment: From : Share digital From : n/a Assignment: all MediaVest, OOH Of Voice announc.: Contenders : n/a announc.: Jan 2014 MediaWays announc.: Contenders : May 2014 Assignment: all Not confirmed Assignment: All Nov 2014 Sorec, SOV, Not confirmed announc.: Nov 2014 announc.: below threshold ArtCom missing information June 2014 Assignment: Not confirmed All announc.: Jan 2014 Below threshold

• Rehau - • Lenta – • Rostiks KFC – • Metropolis - • Explay – • Knauf - $0.5/d$3m

T18-Russia Compitches grades 2014 calculation

grades 2014 WINS (of which retentions) DEPARTURES Key wins Media Key pitches Other pitches Other pitches pitches minus agency over $14m over $2m over $2m depart over $14m

• Retention • May Foods - • Yota • Retention Volvo Not taken Sportmaster/ $9m (Megafon) Cars dealer into account O’Stin - $15m Sector: Food, Soft $2m/d$12m $2/d$8m Sector: Sport drinks Sector: Telecom Sector: Automotive • Mareven From : OMD From : MEC From : Vizeum From : OMD MD Food Central MD Contenders : Contenders : Contenders: to be - $16m / $8m Contenders : OMD OM, Media Starcom confirmed Local Maxus, arts, Zenith, Assignment: All Assignment: All Sector: Food MediaSelectio Arena announced: sept announced: dec. From: OMD n, ATOR, Assignment: All 2014 2014 MD Optimum announced: Jan +1 pt +1 pt Contenders : Assignment: 2014 Initiative, OOH +1 pt • Honda $8m Immedia announced: MEC did not Sector: Automotive Not taken Assignment: Oct 2014 participate. From : FCB into account All +2 pts Contenders : FCB, announced: • OTTO Group - ACG • Jura- $3m Dec.2014 • Retention $2m partly Assignment: All Sector: Home Citroen Sector: Media announced: Sept equipement OMD MD did $17m/d$33m From : Ad 2014 From : NEW not participate Sector: O’clock +1 pt Contenders : ??? Automotive Contenders : Assignment: All From : OMD ACG • Retention announced: March OMD MD Assignment: All Hasbro $8m 2014 Contenders : Ann.: Jan 2014 /d$15m Not enough details A+ Media Havas, +1 pt Sector: Toys and 16-0 Starcom Games • Luxxotica- $2m Direction 16 Assignment: • Turkish From : OMD MD Sector: Home (7) All tourism- $2m Contenders : equipement announced: /d$8m Media Com, From : NEW Nov 2014 Sector: Travel Initiative Contenders : ??? +2 pts From: Media First Assignment: All Assignment: All Contenders : FD announced: Febr announced: Jan • Hayat - Media 2014 2014 $18m Assignment: All +1 pt Not enough details Sector: announced: Accessories March 2014 • Turkish leather • Bel $3m From : NEW +1 pt brands $5m Sector: Food Contenders : Sector: From : ??? Vizeum, • Retention Accessories Contenders :??? MediaCom, Sportmaster/ From : NEW Assignment: All Initiative, O’Stin $8m Contenders : announced: Sept OMD OM Sector: Sport Media Net 2014 Assignment: From : OMD MD Assignment: All Not enough details All Contenders : announced: Nov announced: Vizeum, 2014 Nov 2014 Resolution, Confirmed by +3 pts VivaKi, Maxus advertiser Confirmed by Assignment: +1 pt advertiser Digital announced: Dec 2014 +1 pt

T18-Russia Compitches grades 2014 calculation

grades 2014 WINS (of which retentions) DEPARTURES (2) wins Media Key pitches Other pitches Key pitches Other pitches minus depart agency over $14m over $2m over $14m over $2m

• Retention MTS- • LSR Group- • Retention PRODO- • Leto Bank- $4 $35m planning $5m/d$25m $5m m Sector: Telecom Sector: real estate Sector: Food From : Sector: Financial From : OMD AMS From : local agency OMD AMS To: Vizeum Contenders : Aegis, Contenders : Inosmi Contenders : Contenders : Havas Media, Assignment: All MediaVest MediaCom Maxima announced: December Assignment: All Assignment: Assignment: Strategic 2014 announced: Feb. 2014 OOH, Digital planning +1 pt +1 pt announced: Ann.: June 2014 March 2014 and • Ma Magazine- $7m • S7 Airlines - $5m -1 pt • Retention MTS- Sector: Retail Sector: Airlines $15m From : NEW From : Carat • May Assignment: Contenders : MEC, Contenders : MEC, Company- $7m Ambient/Indoor Starcom Carat, Аллен Медиа, Sector: Food announced: July 2014 Assignment: All MediaFirst To: OMD Media +3 pts announced: Febr Assignment: All Direction 2014 announced: Nov. 2014 Contenders : • Retention Lukoil- +1 pt +1 pt Maxus $15m Assignment: All Sector: Energy • VTB Bank of announced: April From : OMD AMS Moscow - $7m Not taken into 2014 Contenders : Havas, Sector: Finance account: -1 pt Vizeum From : Artics • America Russ- Assignment: All Contenders : Hidalgo, d$4m A+ OMD announced: April Aegis Sector: Food 17-2 AMS 2014 Assignment: digital From : Immedia +2 pts announced: Febr Contenders : Sovero, 15 (7) 2014 Immedia • Retention +1 pt Assignment: All Sportmaster- announced: April $15m/d$25m • VTB 24- $5m 2014 Sector: Retail Sector: Finance Below threshold From : OMD AMS From : Vizeum Contenders : Gallary Contenders : Aegis, • BBC Brit - d$5m Assignment: OOH LBL Sector: Media announced: May Assignment: OOH From : New 2014 announced: February Contenders : global +2 pts 2014 pitch with high +1 pt involvement local • Sportmaster - office $37m • Retention Leto Assignment: all TV - $30m Bank -$7m announced: May 2014 Press -$2m Sector: Financial Below threshold Radio - $5m From : OMD AMS Sector: Retail Contenders : Carat RP-com / Food From : Maxus Assignment: Service Capital -$4m Contenders: Ad Transport, Radio, Sector: Restaurant O’Clock. Maxus, Press From : new OMD MD, MediaNet announced: March Contenders : MLiner announced: May/ 2014 Assignment: All December 2014 +1 pt announced: January +3 pts 2014 Below threshold

T18-Russia Compitches grades 2014 calculation

grades 2014 WINS (of which retentions) DEPARTURES wins Media Key pitches Other pitches Key pitches Other pitches minus depart agency over $14m over $2m over $14m over $2m

• Tele2 – • Merck - $17m • Quelle (Otto • Boiron - $5m 28$m/ d$51m Sector: Pharma Group)- $3m Sector: Personal Care for 2015 From : ZenithOptimedia Sector: Fashion retail To : Media Instinct Sector: Contenders : From: direct placement Contenders: PHD Telecom ZenithOptimedia Contenders: Region- Assignment: All From : Assignment: All Constract, Media Arts announced: Febr 2014 MediaCom announced: Oct 2014 Assignment: All -1pt Contenders : +1pt globally announced: June 2014 Media Due to Bayer acquisition Shared with OMD MD • GFD (Global Instinct, & Media Instinct Functional Drinks) - Vizeum, +1pt $3/8m MediaCom, • Retention PRIDONIE Sector: Food MEC (Sady Pridonya) - $13m Not taken into To : Media Instinct Assignment: Sector: FMCG account Contenders : PHD Buying all Contenders : Dentsu, Assignment: All media Horizon (Media Instinct) • SAP - $3m announced: Febr 2014 announced: Assignment: all Global pitch -1pt Dec 2014 announced: Dec 2014 Sector: Electronics +3pts +1pt From : Mindshare • Intouch - $3m Contenders : Sector: Finance • X5 Retail • Retention Rostelecom - MindShare, Publicis To: Horizon (Media Group - $10m Assignment: All Instinct) $16m Sector: Telecom announced: July 2014 Contenders : PHD, Sector: Retail Contenders : Globally ntai , no local Havas, Carat, MEC, A From : UM ZenithOptimedia, Vizeum involvement. Horizon PHD 15-3 Contenders : Assignment: Planning + Assignment: All (10) UM, Vizeum, digital • Newell Rubbermaid announced: Nov 2014 12 Starcom announced: Jan 2014 - $2.5m -1pt Assignment: +1pt Global pitch Buying (OOH Sector: stationery + digital) & • Extension Rostelecom - From : n/a Not taken into strategy $3/$8m Contenders: n/a account announced: Sector: Telecom Assignment: All • Dr.Oetker - Dec 2014 From : LBL announced: Jan 2014 $1m/d$3m below threshold +3pts Contenders : Optimum Sector: Food

Media OMD, Vizeum To: Media Instinct • Delivery Club - • L’Etoile Assignment: OOH planning Contenders : PHD, $2m/$4m (Alkor &Co) & buying. 2nd part. LBL Sector: Service - $15m announced: Jan 2014 Assignment: all From : Initiative Sector: Retail +1pt announced: Nov 2014 Contenders : From : Carat below threshold Initiative, Starlink Contenders : • Retention BANK Assignment: Carat, Movie RUSSKIY STANDART - • Hero Rus - $d3m announced: Apr 2014 Assignment: $4m Sector: Food Not confirmed / not part Sector: Finance To: Ad O’clock All media of client list. announced: Contenders : Dentsu Contenders : PHD Dec 2014 Assignment: OOH & Radio Assignment: All +3pt buying + planning announced: Dec 2014 Carat did not announced: Aug 2014 Budget not confirmed, participate. +1pt not enough details .

T18-Russia Compitches grades 2014 calculation

grades 2014 WINS (of which retentions) DEPARTURES

wins Media Key pitches Other pitches Key pitches Other pitches minus agency over $14m over $2m over $14m over $2m depart

• X5 Retail • Sun Inbev- $5m - • Leto Bank (TV, OOH • Abbott • VTB24 group proj $15m and Digital)- $6m Laboratories - (OOH) - $5m (Karusel, Global - High Sector: Financial $14m lost / Sector: Finance Pyaterochka involvment From: OMD AMS proj.$25m To: OMD AMS and Sector: Alcohol Contenders : MediaCom Sector: pharma Contenders : Perekrestok) - From: UM Assignment: TV, Reg TV, From: Vizeum OMD MD, OMD $35m Contenders : OMD OOH, Digital Contenders : OM Sector: Food OMD, MediaCom, announced: March 2014 Aegis, ADV, Assignment: retail Havas +1 pt Media Instinct OOH From: UM Assignment: TV, Reg (OMD) announced: Febr Contenders : TV, OOH, Digital • Ingaron - $4m Assignment: All 2014 PHD, announced: Nov 2014 Sector: Pharmaceutical announced: -1 pt MediaCom, +1 pt From: new comer Dec2014 MediaVest Contenders : DaVinci -3 pts • Megafon- $6m Assignment: All • Retention Lenta - (OMD) Sector: Telecom announced: Dec $7m /d$26m Assignment: All To: Maxus 2014 Sector: Retail announced: Jul 2014 Contenders : +3 pts From: Vizeum +1 pt OMD Contenders : PHD, Assignment: Reg • L’Oreal Media Instinct • Crate & Barrel - $3m TV buying only Luxury Assignment: All Sector: Furniture & Interior announced: division except Regional TV From: new comer March 2014 26 $m lost Contenders : GroupM, ZO -1 pt Sector: Personal announced: Dec 2014 Assignment: Print and A Care +1 pt Digital Vizeum From: announced: Jun 2014 Not taken 16-5 (11) ZenithOptimedi • Zambon- $7m +1 pt into account 11 a Global Contenders : Sector: Pharma • Lenta - $1m Havas, From: Havas Media Sector: Retail MindShare Contenders : To : Media Assignment: GroupM, ZO Instinct Strategy and Assignment: All Contenders : planning announced: Sept AdOclock, PHD announced: Dec 2014 Assignment: TV 2014 +1 pt Reg +3 pts announced: Dec • Retention Shiseido 2014 - $6m below threshold • VTB24 (TV) Global $24m Sector: Personal Sector: Finance Care From: From: Vizeum Mindshare Contenders : Contenders : Initiative, Havas OMD MD, Media, GroupM OMD OM Assignment: All Assignment: TV announced: Febr announced: 2014 Febr 2014 +1 pt +3 pts

T18-Russia Compitches grades 2014 calculation

grades 2014 WINS (of which retentions) DEPARTURES wins Media Key pitches Other pitches Key pitches Other pitches minus depart agency over $14m over $2m over $14m over $2m

• Russian • Magnit - $9m • Bittner Pharma- • Heinz - $5m Railways - Sector: Retail $3m (TV only) $15m From: Beta Sector: Pharma Global with high Sector: Contenders : From: Prior, DeLux involvement Transport OMD OM Contenders : Prior, Sector: Food From: PHD Assignment: TV DeLux To : Media Instinct Contenders : announced: Jan Assignment: Digital Contenders : UM, Multitec 2014 announced: March OMG, Aegis Assignment: All +1pt 2014 Assignment: National media +1pt TV, announced: • Rive Gauche announced: May 2014 Febr 2014 (PS Grupp) - • Valeant / Natur -1pt +3pts $8m Product - $3m Sector: Retail Sector: • Aeroflot (Beauty) Pharmaceutical • OTTO Group- $2m (Foreign From: Imperia From: in-house partly markets) - Contenders : Contenders : Media Sector: Media $10m for Prior Instinct To : OMD Media Russia / $40m Assignment: All Assignment: Radio Direction globally media (except and Digital Contenders : ACG Sector: OOH partly) announced: March Assignment: All Transport announced: Dec 2014 announced: Jan 2014 From: Havas 2014 +1pt -1pt Ad Contenders: +1pt A O’clock Arena, Media • Dept of Transport • Rostelecom Moscow 13-4 Com • Snezhnaya $2m - $3m (13) Assignment: All Koroleva (Dig) - Sector: Government Sector: 9 media $5m From: Multitec Communications announced: Oct Sector: Retail Contenders : Immedia To : Media Instinct 2014 From: K-102 Assignment: All Contenders : +2pts Contenders : announced: March AdOclock, PHD (1 + 1pt for intl Maxus, Media 2014 Assignment: Cable TV, account mgt) Instinct +1pt part of OOH Assignment: announced: June 2014 Digital • Polysan - $4.5m -1pt announced: Jan Sector: Pharma 2014 From: Sorec Media +1pt Contenders : Prior Assignment: All • Vesna - $5m announced: Dec 2014 Sector: Food +1pt From: LBL Contenders : Not taken into DaVinci account: Assignment: All • Hero Rus - $d3m media Sector: Food announced: From: PHD March 2014 Contenders : PHD +1pt Assignment: All announced: Dec 2014 Budget not confirmed, not enough details

T18-Russia Compitches grades 2014 calculation

grades 2014 WINS (of which retentions) DEPARTURES Media wins agency Key pitches Other pitches Key pitches Other pitches minus over $14m over $2m over $14m over $2m depart

• Retention • Apple- $Xm Not taken into account AvtoVaz- confidential $15m/d$30m Sector: Electronics • Qiwi- $2m Sector: From : PHD Sector: Financial Automotive Contenders : PHD, From : MediaCom From : OMD Maxus Contenders : MediaCom, OM Assignment: All Actis Wunderman , RTA Contenders : announced: May 2014 Assignment: Digital Havas Media, +1 pt announced: Sept. 2014 Starcom, Aegis Not confirmed / digital / Assignment: All • Avito - $10 / d$33m below threshold. announced: Sector: Internet/dot com March 2014 based companies • Roomguru / Hotel +2 pts From: MEC Combined- $3m Contenders: MEC, Sector: Travel • Retention Starcom, UM From : ACG Technosila- Assignment: All Contenders : UM, ACG B+ OMD $40m announced: Dec 2014 Assignment: Digital OM Sector: +1 pt announced: Dec. 2014 8-0 Electronics Not confirmed / digital / 8 (4) From : OMD • Extension Sony below threshold. OM Electronics- $7m Contenders : Ad Sector: Electronics O’clock, From : OMD OM MediaNet Contenders : Dentsu Assignment: All Aegis, MediaCom announced: Assignment: Digital July 2014 announced: May 2014 +2 pts +1 pt

• Tushino 2018- $5m Sector: Real Estate From : new Contenders : MediaArts, Media First Assignment: All announced: Dec 2014 +1 pt

T18 - Russia Compitches grades 2014 calculation

grades 2014 WINS (of which retentions) DEPARTURES

wins Media Key pitches Other pitches Key pitches Other pitches minus agency over $14m over $2m over $14m over $2m depart

• Gloria Jeans - • Bank Ugra Not taken into account $17m (Yugra) - $10m • Stage Entertainment - Sector: Fashion Sector: Finance $8m From: new comer From: Immedia Sector: Entertainment Contenders: BETA, Contenders: From: Ad O’clock Media First Immedia, LBL Contenders: Ad O’clock, Assignment: All Assignment: All ROSST Assignment: All Announced: Dec Announced: Mar Announced: Apr 2014 2014 2014 Not confirmed +3pts +1pt • Red Development – • Takeda - $23,5m • CIAN - $3,8m Sector: $2/d$5,1m Sector: Real Estate Pharmaceutical Sector: Web From: Immedia From: UM Portal Contenders: Immedia Contenders: UM From: new comer Assignment: All Assignment: All Contenders: Announced: Dec 2014 B+ Media Announced: Dec Media Vest Below threshold

8-0 Wise 2014 Assignment: All +1pt Key Move Announced: Nov • Veres – $2,5m 8 (6) 2014 Sector: Paintwork • Kia - $d16m +1pt Materials Sector: Auto From: Direct From: Havas • Versace - $4m Contenders: Horizon Contenders: Sector: Perfumery Assignment: All Havas, AdWatch From: Sorec Announced: Jan 2015 Assignment: Contenders: Included in 2015 Digital Dentsu-Aegis, Announced: Dec Sorec • Sokolov – $2m 2014 Assignment: TV Sector: Jewelry +1pt Announced: Sept From: FCBi Budget not 2014 Contenders: FCBi, confirmed. +1pt Immedia Assignment: All Not taken into Announced: Jan 2015 account Included in 2015.

T18 - Russia Compitches grades 2014 calculation

grades 2014 WINS (of which retentions) DEPARTURES

wins Media Key pitches Other pitches Key pitches Other pitches minus agency over $14m over $2m over $14m over $2m depart

• Retention • Retention Cherkizovo Not taken • Deka (Nicola) Snezhnaya Group- $8m /$15m into account $2.7m Koroleva- Sector: Food-dairy Category: Soft $15m From : Mediaplan • Finotdel - $d2m drinks Sector: Retail Contenders : Carat Sector: Financial To: Maxus From : Russ, PHD, LBL Services-Investments contenders: OMD Mediaplan Assignment: All From : new OM Contenders : announced: Dec 2014 Contenders : У Assignment: Carat Russ, +1 pt Мордашова TV&digital Maxus Assignment: Digital regional Assignment: • Westfalika- $7m announced: Sept. 2014 assignements TV, Press Sector: Clothes no enough information announced: March announced: From : MediaNet 2014 Dec 2014 Contenders : MediaNet, • LOKO BANK - +1pt +2 pts Deltaplan $d3m Assignment: All Sector: Finance Not taken announced: May 2014 From : Medianet into account +1 pt Contenders : Immedia, Medianet • Megafon • Chery Auto House- Assignment: Subway (dig)- $15 m $7m and transports Sector: Sector: Clothes announced: March telecom From : Starlink 2014 From : Aegis Contenders : Starlink, not confirmed / enough Media Contenders : Immedia information B+ Aegis, Maxus, Assignment: All 8-1 plan OMD MD, announced: Jan. 2014 • Tchibo Retail - $2m ok 7 (6) Starcom +1 pt Assignment: Sector: Retail Digital • Fond Podderzhki- From : new announced: $6m Contenders : no January 2015 Sector: Organization information From : in-house Assignment: Digital, Contenders : Movie, Press, Radio, OOH, Claver Ad Reg TV Assignment: All announced: March announced: April 2014 2014 +1 pt no confirmed by Initiative

• Materia Medica- $5m • RC Mayak - $d2m Sector: Healthcare < Products From : Aegis Sector: Real-Estate Contenders : Aegis From : in-house Assignment: Press Contenders : in-house announced: December Assignment: OOH 2014 announced: December +1 pt 2014

• Mebelnie Reformi- • Savage- $d5m< $2m Sector: Clothes Regional client From : in-house Sector: Home Furn & Contenders : Building

42-RUSSIA RECMA report – February 2012 - The Competition Copyright © 2012 RECMA Reports | All Rights Reserved | Content Cannot Be Reproduced Without Written Permission RECMA Inc. NY • • RECMA SA Paris •[email protected] - • www.recma.com • Feb12, 2013 - NicAnn

From : Deltaplan MAGMA, ROSST Contenders : MediaNet Assignment: Special Assignment: All projects only announced: December announced: April 2014 2014. +1 pt • OPIN- $5m< Sector: Real Estate From : in-house Contenders : MediaStorm, Ator Media Assignment: All announced: February 2014 no enough information

• Glenmark - $2m Sector: Drugs-Over the counter From : Aegis Contenders : Aegis Assignment: Special project announced: July 2014.

T18-Russia Compitches grades 2014 calculation

grades 2014 WINS (of which retentions) DEPARTURES (0)

wins Media Key pitches Other pitches Key pitches Other pitches minus agency over $14m over $2m over $14m over $2m depart

• P&G • Retention Not taken into account Retention $180m - TV Samsung - $35m – Buying Global pitch – low • Tous - $1m / d$4m planned for Win $45m - Non TV- involvement 2015 Buying Sector: Electronics Sector: Luxury Sector: FMCG From: Starcom To: UM From: MediaCom Contenders : MEC, Contenders : OMD Contenders : Carat, Grey Assignment: Starcom only digital MediaCom Assignment: All and press Assignment: All Buying announced: Oct 2014 announced: August 2014 Announced: Aug 2014 +1pt below threshold for Starcom part +3pts for whole pitch +1pt for Top advertiser • Solnechniye Producti - $7m – local • Heineken - $4m pitch Sector: Alcohol Sector: Food To: MediaVest From: Media Instinct, Contenders : - B+ Contenders : Assignment: All Starcom MediaInstinct, UM announced: ?? 2014 6-0 (1) Assignment: All transfer - move without pitch 6 announced: Oct 2014 +1pt

Not taken into account

• Desigual - $1m Global Sector: Clothes From: UM Contenders : ??? Assignment: All announced: July 2014 below threshold

T18-Russia Compitches grades 2014 calculation

grades 2014 WINS (of which retentions) DEPARTURES wins Media Key pitches Other pitches Key pitches Other pitches minus agency over $14m over $2m over $14m over $2m depart

• Retention • Microsoft - $28m • K-Rauta- • Gazprom Neft - $7m MVideo – Global - low $6,5m Sector: Energy $52m involvement Local To : Maxus Sector: Retail Sector: Electronics Sector: DIY Retail Contenders : OMD AMS, Contenders UM, From: UM From: MEC Initiative Maxus Contenders : MEC, Contenders : Assignment: All Assignment: All SMVG Media Instinct, announced: Mar 2014 announced: Dec Assignment: All Media Wise, Prior -1 pt 2014 Announc.: Apr 2014 Assignment: All +2 pts +1 pt announced: Dec 2014 • S7 Airlines - $3,5m • Retention R- +1 pt Local • Microsoft - Telecom - $7m / Sector: Transport $28m d$15m • Glenmark- To: EasyMedia Global - low Sector: Telecom $4m Contenders : MEC, Vivaki involvement Contenders Delta Local Assignment: All Media Sector: Plan, LBL Sector: announced: Dec 2014 Electronics Assignment: All Pharmaceutical -1 pt From: UM announced: Dec From: LBL Contenders : 2014 Contenders : • LETOILE (Alkor MEC, SMVG +1 pt Initiative, OMD &Co) - $15m Assignment: All MD Sector: Retail B+ announced: Apr • Mastercard- Assignment: All From : Carat Carat 2014 $5m / d$20m announced: Mar Contenders : Carat, Movie 9-3 (10) +1 pt Global with high 2014 Assignment: All media 6 involvement +1 pt announced: Dec 2014 Sector: Finance Advertiser resigned – Key From: UM • BNS Group - move Contenders : $3m -1 pt GroupM, PHD Local Assignment: All Sector: Fashion announced: Febr From: Media Not taken into account 2014 First +1 pt globally Contenders Iglo - $1m / proj$5m :ROSST (local Global • Mareven Food agency) Sector: Food Central - Assignment: All To: Havas Media $8m/$d16m announced: Mar Contenders : Mindshare Sector: Food 2014 Assignment: All Media From: OMD MD +1 pt announced: Jan 2014 Contenders : loss part below threshold Initiative, Immedia Assignment: All announced: Dec2014 +1 pt

T18-Russia Compitches grades 2014 calculation

grades 2014 WINS (of which retentions) DEPARTURES

wins Media Key pitches Other pitches Key pitches Other pitches minus agency over $14m over $2m over $14m over $2m depart

• Retention: • Zodchiy - $8m • Ascona - $3m Berlin Chemie - Sector: Construction/Building Sector: Retail stores $58m From: Media Info (local To: Arena Sector: agency) Contenders : Dentsu-Smart Pharmaceuticals Contenders : Media Instinct Assignement: All media From: Dentsu Assignment: all media announced: Dec 2014 Smart announced: February 2014 +1 pt Contenders : IMS +1 pt (Optimum Media), Starlink • Citilink - $2m Not taken into account: (Vivaki) Sector: Retail Assignment: all From: Audio Art • Hilding Anders- $1m media Contenders : Audio Art Only project Q1 2015 announced: Jan Assignment: all media Sector: Retail stores 2014 announced: April 2014 To: Arena +2 pts +1 pt Contenders : Dentsu-Smart Assignement: All media • Implozia - $2,5m announced: Nov 2014 Sector: Pharmaceuticals From: RECA • Bridgestone - $2.5m Dentsu Contenders : RECA Led from Germany B+ Assignment: all media Sector: Automotive 6-1 Smart announced: March 2014 To: UM 5 (5) +1 pt Contenders : PHD Assignment: all media • Total Vostok - $2m announced: Jan 2014 Sector: Automotive Dentsu Smart did not participate From: in-house to global pitch. Contenders : Immedia Assignment: print announced: February 2014 +1 pt

Not taken into account:

• Yokohama- <$1m d$2m Sector: Automotive From: not announced Contenders : Hakukhodo Assignment: OOH announced: Jan 2014 Below threshold and not enough information.

T18-Russia Compitches grades 2014 calculation

grades 2014 WINS (of which retentions) DEPARTURES wins Media Key pitches Other pitches Key pitches Other pitches minus agency over $14m over $2m over $14m over $2m depart

• Retention • Sberbank leasing - Not taken into • Merz - $7m / Beeline $5m account $10m Strategic Sector: Finance Sector: Pharma planning - From: New • Karcher (OOH To : Media Instinct $20m Contenders: Maxus, part) - $1m Contenders : TV buying - Dentsu-Smart Sector: HHA Media Instinct $50m Assignment: all From: Maxus Assignment: all Digital media Contenders : Maxus media B&P- $15m announced: July 2014 Assignment: OOH announced: Dec Sector: +1 pt (part) 2014 telecom announced: July, 2014 -1 pt From: • Nova Bank - $5m below the threshold Initiative Sector: Finance • Ozon (Internet- Contenders : From: New brand • Absolut Bank - $2m resheniya) - $2.5m confidential Contenders : Sector: Finance Sector: internet- announced: Starlink, PHD From: no agency retail December Assignment: all Contenders : no info To: Havas Media 2014 media Assignment: all media Contenders : 2 separate announced: announced: July, 2014 Aegis, Optimum pitches December 2014 not enough Media, Group M confirmed +1 pt information Assignment: TV by the buying B+ advertiser • Beeline / • Trussardi - $2m announced: Dec Initiative +2 pts Vympelcom Sector: Perfume 2014 6-2 (6) Radio - $3m From: no agency -1 pt 4 Print - $1m Contenders : no info Sector: telecom Assignment: all media From: Total View announced: July, 2014 Contenders : not enough confidential information Assignment: strategic planning • Nova Medica - $2m announced: Sector: Pharma December 2014 From : no info 2 separate pitches Contenders: no confirmed by the agency advertiser Assignment: all media +1 pt announced: Dec 2014 not enough • Turkish Airlines - information $2m Sector: Transport From: Havas Media Contenders : no info Assignment: all media Ann. : July, 2014 +1 pt

T18-Russia Compitches grades 2014 calculation

grades 2014 WINS (of which retentions) DEPARTURES wins Media Key pitches Other pitches Key pitches Other pitches minus agency over $14m over $2m over $14m over $2m depart

• Retention • Gazprom Bank - $4m • Zambon- $7m MTS - $80m Sector: Finance Global Sector: Telecom From: Immedia Sector: Pharma Assignment: TV Contenders : PHD, UM To: Vizeum buying Assignment: OOH, Radio, Contenders : GroupM, ZO and Digital Assignment: All Retention announced: June 2014 announced: Sept 2014 MTS-Bank - +1 pt -1 pt $7m Sector: finance • Iglo - $2/proj 5m • Aeroflot (Foreign markets) - Assignment: TV Global $10m buying Sector: Food Sector: Transport announced: Dec From: Carat To: Ad O’clock 2014 Contenders : Mindshare Contenders: Arena, Media Com +3 pts Assignment: All Media Assignment: All media announced: Jan 2014 announced: Oct 2014 +1 pt -1 pt

• BinBank - $9m • Turkish Airlines - $2m Global Global Sector: Finance Sector: Transport From: StarLink To: Initiative B+ Havas Contenders : Media Instinct, Contenders : no info Assignment: Media StarLink, Sorec Media all media 8-4 Assignment: All Media announced: July, 2014 4 (7) announced: Dec 2014 -1 pt +1 pt • KIA - $d16m • Ozon (Internet-resheniya) - Sector: Transport $2.5m To: Mediawise Sector: internet- retail Contenders: Arena, Media Com From: Initiative Assignment: digital Contenders : Aegis, Optimum announced: 2015 Media, Group M -1 pt Assignment: TV buying Budget not confirmed announced: Dec 2014 +1 pt Not taken into account • Concept Group (Acoola/ Infinity Group) -$5m Sector: Children’s clothes From: Allen Media Contenders : Aegis, Optimum Media, Group M Assignment: TV buying announced: Dec 2014 +1 pt

T18-Russia Compitches grades 2014 calculation

grades 2014 WINS (of which retentions) DEPARTURES wins Media Key pitches Other pitches Key pitches Other pitches minus agency over $14m over $2m over $14m over $2m depart

• Abbott • Stockmann - $5m • Chery Auto House - $3m Laboratories - Sector: Retail Sector: Automotive $19m/d$25m From: Pro media To: Mediaplan for media and Sector: pharma Contenders : Pro media, OMD, M&CSaatchi for Comm. From: Vizeum Aegis Contenders : M&CSaatchi, Contenders : Assignment: All Synergy, Immedia Aegis, ADV, announced: Jul 2014 Assignment: All Media Instinct +1 pt announced: Feb 2014 (OMD) -1 pt Assignment: All • Adela Holding (brand announced: Domashnie Dengi) - $3m/$d5m Dec2014 Sector: financial services • Binbank - $10m +3 pts From: Immedia tbc Sector: bank Contenders : Immedia, To: Havas EuroPublicity Contenders : Havas, OMD Assignment: All Assignment: All announced: Oct 2014 announced: Dec 2014 +1 pt -1 pt

Not taken into account:

B Starlink Already included in Compitches 2013 5-2 (5) +3 • Hansa Sector: Households Appliances Assignment: all media (Planning +Buying) Amount USD: 2 m$ Contenders: Tviga, Stadium Life Incumbent: Tviga Date of announc.: Dec 2013 Effectiveness : Mar 2014

• Terem Status: New Sector: Country houses Assignment: all media (Planning +Buying) Amount USD: 5 m$ Contenders: R-media, Media Net, McCann Incumbent: R-media Date of announc.: Dec 2013 Effectiveness: Jan 2014

grades 2014 WINS (of which retentions) DEPARTURES

wins Media Key pitches Other pitches Key pitches Other pitches minus agency over $14m over $2m over $14m over $2m depart

• Hilding Anders- $3m Not taken into account Sector: Retail stores From: Dentsu-Smart and • Rosneft - $10m others Sector: Energy Contenders : Dentsu- From: Arena Smart Contenders : ??? Assignement: All media Assignment: All announced: Nov 2014 announced: Aug 2014 +1 pt End of contract

• ALEF - $2.8 m Sector: Clothes From: local agencies Contenders : VI, Alkasar B Arena Assignement: TV 3-0 announced: Oct 2014 (3) +1 pt 3 • Ascona - $3m Sector: Retail stores From: Dentsu-Smart Contenders : Dentsu-Smart Assignement: All media announced: Dec 2014 +1 pt

Not taken into account

 Retention  Gazprom Neft $8.1bn  Sportmaster $30m  O’stin $5m (TV, Press, Sberbank Category: Oil/Petrol to: OMD AMS Radio) $60m/d$75m from: Carat contenders: private to: OMD Category: Bank contenders: Carat, AMS, pitch, OMD MD contenders: private pitch, contenders: Initiative Assignment: TV, Press, contenders were undisclosed. Dentsu-Smart, Assignment : All media Radio except TV special Presumably OMD OM OMD OM, announced: March 2014 projects and part pf announced: December 2014 Initiative +1pt regional TV. -1pt Assignment : All announced: December media  Deka (Nicola) $2.7m 2014 announced: Category: Soft drinks -3pts November 2014 from: Mediaplan B +2pts contenders: OMD OM Maxus Assignment: TV&digital 5-4 (3) regional assignements +1 announced: March 2014 +1pt

 Megafon $2.6bn (TV) Category: Mobile/Internet provider from: Vizeum/Aegis contenders: OMD MD, Starcom MediaVest, Vizeum announced: March 2014 +1pt

T18-Russia Compitches grades 2014 calculation

grades 2014 WINS (of which retentions) DEPARTURES

wins Media Key pitches Other pitches Key pitches Other pitches minus agency over $14m over $2m over $14m over $2m depart • Dymov - $3m/$6m • Europlant - • Microsoft - • Mastercard- $5m Sector: Food $2m/d$5m $28m Global From: Internal Sector: Global - low Sector: Finance buying Healthcare From: involvement To: Carat Contenders : Vizeum internal buying Sector: Contenders : GroupM, PHD Assignment: all Contenders : Electronics Assignment: All media Starlink To: Carat announced: Febr 2014 announced: Aug 2014 Assignment: all Contenders : -1 pt +1 pt media MEC, SMVG announced: Jan Assignment: all Not taken into account • Shokoladnitsa - 2014 media $5m +1 pt announced: July • Brown-Forman - $<1m Sector: Leisure 2014 Global From: in-house • Znatnye - $3m -1 pt Sector: Alcohol Contenders : ROSST Sector: Food To: MediaVest Assignment: all From: new client  X5 - 35$m Contenders : Maxus, ZO media Contenders : Star Sector: Retail Assignment: All announced: Febr Link To: Vizeum announced: Dec 2014 2014 Assignment: all (buying)/Media below threshold +1 pt media Vest (planning) announced: Jul Contenders : • Desigual - $0.05m • Retention 2014 Vizeum,PHD Global Discovery Network - +1 pt Assignment: All Sector: Clothes $2m /$d5m announced: Dec To: Starcom Sector: Media 2014 Contenders : ??? Contenders : Not taken into -3 pt Assignment: All B UM Mediavest, Arena account announced: July 2014 6-6 (9) Assignment: all  Takeda - 0 media • DNS - $2 m $19m • Sun Inbev- $5m -proj $15m announced: Feb 2014 Local Sector: Global - High involvment +1 pt Sector: Retail Pharmaceutical Sector: Alcohol From: placement To: Mediawise From: UM • Bridgestone - through vendors Contenders: UM Contenders : OMD OMD, $2.5m Contenders : Assignment: All MediaCom, Havas Led from Germany Posterscope Announced: Dec Assignment: TV, Reg TV, Sector: Automotive Assignment: all 2014 OOH, Digital From: Dentsu Smart media -1 pt Key Move announced: Nov 2014 Contenders : PHD announced: Nov +1 pt Assignment: all 2014 Due to restrictive law about media advertising on alcohol the announced: Jan 2014 • Tous - $1m / spendings were very low. +1 pt d$4m planned UM did not participate to the pitch for 2015

Sector: Luxury

To: UM Contenders : OMD Assignment: Starcom only digital and press announced: August 2014 below threshold for Starcom part

wins Media Key pitches Other pitches Key pitches Other pitches minus agency over $14m over $2m over $14m over $2m depart

• X5 - 15$m Not taken into • Mars-Wrigley - Not taken into account planning ($35m) account $40m planning Sector: Retail Global pitch • Tiffany & Co - $1m From: UM • Heineken - $4m Sector: Food Global Contenders : Sector: Alcohol To : MediaCom Sector: Luxury Vizeum,PHD From: Starcom Contenders : To: MEC Assignment: Contenders : No MediaCom Contenders : MediaCom, Planning (Pyaterocka contenders Assignment: Planning OMG brand) Assignment: All only Assignment: All announced: Dec 2014 announced: April announced: Dec 2014 announced: Oct 2014 +3 pts 2014 -2 pts Global below threshold B Media move without pitch Vest 3-3 • Brown-Forman - 0 (2) $<1m Global Sector: Alcohol From: UM Contenders : Maxus, ZO Assignment: All announced: Dec 2014 below threshold

T18-Russia Compitches grades 2014 calculation

grades 2014 WINS (of which retentions) DEPARTURES Media wins agency Key pitches Other pitches Key pitches Other pitches minus over $14m over $2m over $14m over $2m depart

• Mars-Wrigley - • Retention Tele2 - $10m for • P&G - $47m • Alpari- $ 2 m $40m for planning ($20m /d$60m) Sector: FMCG To: Media First planning Sector: Telecoms To: Starcom Sector: forex trade ($125m) From: MediaCom Contenders : Contenders : MediaCom, Global pitch Contenders : Dentsu-Aegis, Mediacom, Rosst Sector: Food PHD, Havas, MEC, Mediacom Starcom Losing agency: MediaCom From : MediaVest Assignment: Strategy, Assignment: Assignement: TV, Cinema, Contenders : planning. Buying of non- TV Radio, part of OOH Mediacom, announced: May 2014, media Announced: Dec 2014 MediaWest decision December 2014 announced: Aug -1pt Assignment: +1pt 2014 Planning only -3pts • Aeroflot - $10m (local announced: • Retention Subway- $3m budgets) Dec 2014 Sector: Retail • Tele2 - $18m Sector: Transport +3pts From : MediaCom Sector:Telecoms To: LBL Contenders : Havas Media, To: PHD Contenders : APR Media Carat, BBDO Contenders : Services, OMD OM, Assignment: All Dentsu-Aegis, Mediaplan, UM announced: July 2014 PHD, Havas, Assignment: TV, radio, +1pt MEC, Mediacom Internet, project Assignment: announced: Febr 2014 • Retention Home Credit Buying (effective end 201) Bank - $4m, announced: pitch -1pt Sector: Banking Announced C Media From: MediaCom august 2014, decision Not taken into account 6-8 Com Contenders : not disclosed, 10 agencies December 2014 • Tiffany - $1m -2 (5) Assignment: All non-digital -3pts Global buying Sector: Luxury announced: decision Oct.2014 To: MEC +1pt Contenders : OMG Assignment: All Not taken into account announced: October 2014 • Husqvarna Below threshold (no formal pitch) $10m Sector: Appliances From: MEC Contenders: no Assignment : all Announced: Jul’14 Below threshold of KM

• Retention Volkswagen - $110m – Global no formal pitch Sector: Automotive From: MediaCom Contenders : no Assignment: All announced: April 2014 n.t.a. globally – price review.

• Retention Not taken into • L’Oreal Luxury • BNS (Michael Cors, Mexx, L’Oreal - $120m account division - $26m Top Shop)- $5 m To: Media First Sector: Personal Sector: Personal Sector: fashion/ retail Care Care Contenders : Zenith Contenders : To: Vizeum Havas, Mindshare announced: Jan 2014 Contenders : -1 pt Assignment: All Havas, Mindshare except Luxury Assignment: division Strategy and announced: planning Dec 2014 announced: +2 pts + 1pt as top Zenith Dec 2014 advertiser C -3 pts

3-5 Optimedia

-2 (3) • MERCK - $17m Sector: Pharma To : PHD Contenders : ZenithOptimedia Assignment: All announced: Oct 2014 -1 pt only globally. Due to Bayer acquisition.

wins Media Key pitches Other pitches Key pitches Other pitches minus agency over $14m over $2m over $14m over $2m depart

• Extension IKEA - $3m • K-Rauta- $2,2 m Sector: Retail (Rautakesko) Sector: retail From: in-house Contenders : n/a To : Carat Assignment: Digital Contenders : Media Instinct, announced: May 2014 Mediawise, Prior +1 pt Assignment: All announced: Dec 2014 • Retention J&J search - $2,5 m -1 pt Sector: Retail From: MEC • Tata Beverages- $2,5 m Contenders : search agencies Sector: Food, Soft drinks Assignment: Digital - Search (MEC To : Media Instinct team) Contenders : Media First announced: December 2014 Assignment: All +1 pt announced: Dec 2014 -1 pt Not taken into account • Avito.ru - $3,8m/$9m Below threshold and missing Sector: online retail B MEC information: To: OMD OM

2-3 (4) Contenders: Starcom, UM -1 • Deicheman - $0.15m Assignment: All Sector: Retail Announced: Nov 2014 From : ??. Contenders : ?? -1 pt Assignment: ?? announced: April 2014 Not taken into account

• Benetton - $0.15m • May Foods - $2m Sector: Clothes To OMD Media Direction From : ??. Contenders : ?? Print activities cancelled Assignment: ?? No pitch announced: July 2014 • H&M - $2m • Tiffany & Co - $1m Sector: retail Global To: PHD Sector: Luxury Contenders: n/a From : MediaVest Assignment: All Contenders : MediaCom, OMG Announced: Nov 2014 Assignment: All Not confirmed, no details announced: Oct 2014

All below threshold

grades 2014 WINS (of which retentions) DEPARTURES wins Key pitches Other pitches Key pitches Other pitches minus Media agency over $14m over $2m over $14m over $2m depart

• Dobrolet/Pobeda- • VTB24 – Not taken into account

$5m $24m • SAP – Sector: Airlines Sector: Finance $3m From : New To: Vizeum Global pitch Contenders : Service Contenders : OMD Sector: Electronics Plan, LBL, Newton MD, OMD OM To : PHD Assignment: All Assignment: TV Contenders : Publicis announced: announced: Assignment: All March 2014 Febr 2014 Consultant: Bain -3 pts announced: July 2014 Globally ntai, no local Cons. Group involvement. +1pt

B • Heinz - <$2m 2-3 Mindshare • Changan - (non TV only) -1 (3) $5m Global with high involvement Sector: Automotive Sector: Food From : New To : Media Instinct Contenders : Contenders : UM, OMG, Aegis Publicis Assignment: National TV Assignment: All announced: May 2014 announced: Below threshold Sept 2014 +1pt

Not taken into account

Russia RECMA report – March 2015 - The Competition Copyright©2015 RECMA Reports | All Rights Reserved | Content Cannot Be Reproduced Without Written Permission RECMA Inc. NY • [email protected] • RECMA London • RECMA SA Paris •[email protected] - • www.recma.com • March26, 2015

T13- Russia 3 year Compitches grades 3-year points Media agency 2014 2013 2012 2011 2010 2009 08 07 06 05 04 14-12

14 Media Instinct A+ A+ A eB eB ------

13 OMD Media Direction A+ A A A A B+ A+ A C B B

13 OMD AMS incl Da Vinci A+ B+ A+ B A B+ B+ - - - -

12 Vizeum A A A A A A+ A+ A A+ B+ B

12 Ad’Oclock A A A B+ A ------

10 Mediaplan B+ A B+ B+ B A B - - - -

10 PHD A B+ B+ A C B+ B - - - -

10 Initiative / ADV B+ B A+ B A C B+ B+ C A B+

9 Mindshare B A B+ B+ B+ C B A+ B+ B+ A

9 Carat B+ B+ B+ A A A A A B+ A B

9 ZenithOptimedia C A A B+ C B B+ A B+ A+ B

8 Maxus B B+ B+ A C A+ B B+ A A+ B+

8 MEC B B+ B+ B A A B B+ B A+ B+

8 OMD OM B+ B B+ B+ A B+ A+ A A A A

8 Media First independent / B+ B B+ B+ eB ------Twiga comm.. group 8 Starcom SMG B+ B B+ B A A B B A A B

8 Havas Media / ADV B+ B+ B C A B+ B C A+ B -

8 Dentsu-Smart B+ B B+ C B+ ------

7 MediaVest SMG B B+ B B+ B B A+ A B+ A B Arena-Magic Box / 7 B B+ B B B B B - - - - ADV 7 UM / ADV B B B+ B C B B B B+ C B

6 Starlink SMG B B+ C A A B+ B - - - -

6 MediaCom incl. MC2 C B B+ B+ B+ C B+ A+ A+ B+ B+

6 LBL comm. independent B C B+ B eB ------

The total of points is based on the following scale: A+ (5 pts) A (4 pts) B+ (3 pts) B (2 pts) C+/C (1 pt)

42-Russia RECMA report – February 2014 - The Competition Copyright © 2014 RECMA Reports | All Rights Reserved | Content Cannot Be Reproduced Without Written Permission RECMA Inc. NY • [email protected] • RECMA SA Paris • [email protected] – [email protected] • www.recma.com • Febr. 20th, 2014 Ann

T18-Russia Compitches grades 2013 calculation (1/2) The 1st column gives the balance Wins-Departures (Key pitches count for 3 pts vs Retentions 2 pts, Other pitches & Key moves for 1pt). • Key international pitches are reported in “Other pitches” if the involvement of the local agency is low (reason 4) • Pitches (or closed reviews) over $2m with identified incumbent agency and eventually contenders become Key pitches over $14m. • Moves over $14m without identified pitch or review are accounted for as Key moves. Other moves are not taken into account. Digital assignments = DIG; ret retention; ext extension; con consolidation. Date of announcement – and not of effective work- is retained. Not taken into account: because of lack of details (incumbent or contenders) or agencies not part of the top players studied by RECMA Balan grades Media 2013 163 WINS (of which 41 retentions) DEPARTURES (58) ce agency (Number of 35 Key pitches 128 Other pitches over $2m 10 Key pitches 48 Other pitches over $2m wins wins & minus departures = over $14m & key moves over $14m over $14m & key moves over $14m depart activity) 3 pts; retention 2 pts 1 pt each 3 pts 1 pt each

• retention Ferrero - • Heinz (baby food) - $7m – • Merz - $10m 1 pt $70m – global pitch Local pitch separate from From : Zenith with high local Global 1 pt Sector: Pharma involvement From : Ad’Oclock Contenders: Initiative, Sector: Confectionary Sector: Food (baby) Mediaways Assignment: Planning, Contenders: Starlink, Ad’Oclock announced: Dec 2013 regional TV, OOH, announced: Febr 2013 Digital •Bacardi Martini - $6m –

2 pts Global pitch • Merz - $10m 1 pt From: Media Instinct From : Zenith +extension Sector: alcohol Sector: Pharma Assignment: National Contenders: OMD, UM TV Contenders: Initiative, $30m from : Vizeum Mediaways announced: Aug 2013 Sector: Confectionary announced: Jul. 2013 Effective: Jan 2014 Assignement: Contenders: MEC, • Valeant - $10m (d$15m) Vizeum, Havas 1 pt announced: Oct 2013 (NaturPrudukt, Elfa Holisal, 1 pt Bausch&Lomb, EcoMir) From : New • Friday! TV Channel Sector: Pharma - $15m 3 pts Contenders: OMD Mediaplan From: New announced: Febr 2013 Sector: Media Contenders: Vizeum • Arnest - $5m 1 pt 17-12 Media announced: July 2013 From : Mediaplan

A+ Instinct (14) Sector: Hair care +15 • Retention TNK –BP - Contenders: Mediaplan, Dentsu $15m (d$25m) 2 pts Smart • Sector: Energy announced: Febr 2013 Contenders: AdOclock, Zenith • Atlant - $4m 1 pt announced: Febr 2013 From : Media Arts Sector: Home appliance Contenders: Media Arts FCB, Europublicty/OMD Media Direction. announced: Febr 2013

• Gulfstream - $4m 1 pt From : in-house Sector: Security Systems Contenders: Carat, Europublicty/OMD Media Direction. announced: Sept2013

• Retention Expert - $12m 1 pt Sector: retail – electronic shops Contenders: Europublicty/OMD Media Direction, Deltaplan announced: Febr 2013

COMPITCHES - ARCHIVES

 T18- Compitches grades calculation 2013 by agency: base on key departures and wins

 T18- Compitches grades calculation 2012 by agency: base on key departures and wins

 T18- Compitches grades calculation 2011 by agency: base on key departures and wins

 T18- Compitches grades calculation 2010 by agency: base on key departures and wins

T18-Russia Compitches grades 2013 calculation (2/2)

Balan grades Media 2013 163 WINS (of which 41 retentions) DEPARTURES (58) ce agency (Number of 35 Key pitches 128 Other pitches over $2m 10 Key pitches 48 Other pitches over $2m wins wins & minus departures = over $14m & key moves over $14m over $14m & key moves over $14m depart activity) 3 pts; retention 2 pts 1 pt each 3 pts 1 pt each

• Ret TV-3 - $7m 1 pt Sector: TV channel Contenders: OMD Media Direction, Vizeum, Media Instinct, MEC announced: Dec 2013

Not taken into account: • Aurso- $2m From : in-house Sector: Drinks Contenders: not disclosed announced: March 2013

• Schneider Electric - $2m 16-1 Media From : in-house

+15 A+ Instinct (14) Sector: electronics Contenders: not disclosed announced: March 2013

Egis (pharma) (all) $3m, contenders: Allen Media, Strong, Aegis. From : in-house announced: July 2013

Moscow Credit Bank (bank) $4m DIG From : in-house contenders: not disclosed announced: July 2013

Balan grades Media 2013 163 WINS (of which 41 retentions) DEPARTURES (58) ce agency

(Number of wins wins 35 Key pitches 128 Other pitches over $2m 10 Key pitches 48 Other pitches over $2m minus & departures = activity) over $14m & key moves over $14m over $14m & key moves over $14m depart

• Sollers - $14m • Valio - $13m 1 pt • Heinz (baby food) - $7m – 3 pts From : PHD Local pitch separate from From : FBCi Sector: Food Global 1 pt Sector: Automotive Contenders: PHD, OMD, To : Media Instinct Contenders: FBCi, MediaCom Sector: Food (baby) Media Instinct, announced: Dec 2013 Contenders: Starlink, SigmaMedia Ad’Oclock announced: March • Retention Vitek - $11m 1 pt announced: Febr 2013 2013 Sector: Electronics Contenders: Prior, Mediaplan, • Desheli - $14m ACG 3 pts announced: Dec 2013 From : BETA Sector: FMCG • Cari - d$3m 1 pt Contenders: BETA From : New agency, Deltaplan Sector: Retail announced: June 2013 Contenders: Starlink, UM announced: Dec 2013

• Retention Stage Entertainment

- $7m 1 pt Sector: Events Contenders: BBDO, WPP announced: May 2013

• Pension Fund of Russia - $4m 13-1 Ad O’clock – Govt pitch. 1 pt A (10) From : LBL +12 Assignement: DIG Sector: Finance Contenders: close procedure announced: Dec 2013

• Shiseido - $2m 1 pt From : MediaCom Sector: FMCG Contenders: MediaCom, Synergy Media (BBDO) announced: Nov 2013

• Moscow Metro - d$4m – Govt pitch. 1 pt From : MultiTeg (local agency part of Mikhaylov & partners) Sector: Transport, public services Contenders: close procedure confirmed by law announced: Sept. 2013

Not taken into account: • Ret Fiskars - d$3m Sector: Technical Contenders: ROST agency announced: Sept 2013

Balan grades Media 2013 163 WINS (of which 41 retentions) DEPARTURES (58) ce agency

• Megafone –$15m • Snezhnaya Koroleva - $13m • Arnest - $5m 1 pt 3 pts 1 pt To : Media Instinct From: Vizeum From: PHD Sector: Hair care Assignement: OOH Sector: Luxury goods Contenders: Mediaplan, Dentsu Smart (shared with Starcom) Assignment: TV, Print announced: Febr 2013 Sector: Telecom Contenders: PHD, AdOclock, Contenders: Starcom, Sovero Media Aegis, Maxus, Media announced: Nov2013 • Rusagro / EZHK e$5m 1 Selection pt announced: Nov2013 • Retention Union confectioners To : Maxus - $8m 1 pt contenders: OMD Mediaplan, • Retention Dr. Reddys Sector: Food PHD, M.Liner -$17m Contenders: Maxus, AdOclock, announced: Nov 2013 2 pts Maximise, Allen Media Sector: Pharmaceutical announced: Jul 2013 Avgur Estate (TV, OOH) Contenders: Media $5m 1 pt Instinct, Aegis Media • Retention Cherkizovo Group, To : Maxus contenders: OMD announced: Nov 2013 Petelinka – e$3m (d$8m) 1 pt Mediaplan, PHD, M.Liner announced: Dec 2013 Sector: Food Contenders: Media Instinct, LBL

announced: Nov2013

• Retention Ulmart - $2m 1 pt From: New Assignment: Print, Digital Sector: Retail Contenders: Aegis Media, Betta, 13-3 Mediaplan GroupM A +10 (13) announced: April 2013

• Retention Ulmart - $2m 1 pt Assignment: OOH Sector: Retail Contenders: Aegis Media, Betta, GroupM announced: Oct 2013

• Bunge CIS $2m 1 pt From: Vizeum Contenders: Aegis Media, MediaCom announced: Nov2013

• Dr. Reddys (brand Ibuclin) $3.6m 1 pt From : Carat Sector: Pharmaceutical Contenders: Media Instinct, Aegis Media announced: April 2013

• ITLV $2.5m 1 pt From : Carat Contenders: Aegis Media announced: July 2013

42-Russia RECMA report – January 2014 - The Competition Copyright © 2014 RECMA Reports | All Rights Reserved | Content Cannot Be Reproduced Without Written Permission RECMA Inc. NY • [email protected] • RECMA SA Paris • [email protected] – [email protected] • www.recma.com • Febr14, 2014 Ann

T18-Russia Compitches grades 2013 calculation (2/2) Balan grades Media 2013 163 WINS (of which 41 retentions) DEPARTURES (58) ce agency

Not taken into account: • Avant Mobile - $2.2m From : ?? Sector: ?? Contenders: n/a??? 13-3 Mediaplan A announced: Jan 2013 +10 (13) • Dymov 5 December 2013. Contenders: n/a • BFA Bank 2 December 2013. Contenders: n/a

• OBI - $30m • Moscow Credit Bank - $10m • Sportmaster (TV) • Sportmaster - $5m 1 pt 3 pts (d$20m) 1 pt $30m 3 pts From: OMD MD From : Zenith From : Total View to: Maxus Sector: retail Sector: Retail Sector: Banking Assignment: TV, Assignment: OOH Contenders: Zenith – Contenders: Zenith, Aegis, Total Print View + ret Radio except Contenders: Maxus, Media final round Direction, Aegis announced: Dec 2013 announced: Dec 2013 Moscow contenders: announced: Nov 2013 • Mareven - $15m • Afimall - d$8m 1 pt [undisclosed] 3 pts From : Media First announced: Dec 2013 From : Vizeum Sector: Retail Contenders: Initiative, Media Sector: Food Contenders: Vizeum, First, Starlink Zenith, Maxus announced: Oct 2013 announced: Oct 2013 • Chipita - $10m 1 pt • Valenta - $15m From: ZenithOptimedia (d$24m) Sector: Food&drinks 3 pts From : Arena Contenders: Mediacom, PHD, Sector: Pharma LBL Contenders: Carat, Incumbent: Optimedia MEC, Arena, Initiative announced: Sept 2013 14-4 OMD Media announced: Oct 2013 Effective: Oct 2013 A +10 Direction (10) • Retention Allianz Gr - $6m 1 pt (d$15m) Sector: Financial Contenders: Aegis, Media Instinct, MediaCom announced: mid 2013

• Retention Hasbro - $3m (d$17m) 1 pt Sector: Toys & Games Contenders: MediaCom, Initiative announced: mid 2013

Not taken into account: • Kerrygold - $1.5m From : local agency Sector: Food Contenders: na announced: Dec 2013

• VTB 24 $40m 3 pts • Dyson - home appliance - • LG - $30m 1 pt from: Dentsu-smart $3m (d$40m) 1 pt Global with lead Full Media Service, Global Full Media Service, Global from London and Contenders: Dentsu Smart; From: Aviator low involvement of OMD Media Direction Contenders: Publicis, Havas, Aegis, the local agency. announced: Jan 2013 Interpublic and Omnicom To : Arena Magic Dentsu did not participate announced: Aug 2013 Box Sector: Electronics • Mazda Dealers – cars • Roshen – confectionary Contenders: PHD, $16m 3 pts $3m 1 pt OMD, MediaCom Media Planning & buying, Full Media Service, Local announced: Dec Local From : New 2013 Incumbent agency: New Contenders: Dentsu Smart, Arena- Contenders: АDV, Aegis Magic Box, Sigma Media announced: April 2013 announced: Jul. 2013

• Retention Jaguar Land • Ingosstrakh – insurance $2m 1 Rover Dealers $17m 2 pt pts From: OMD OM Media Planning & buying, Assignement: OOH and Print Local planning / buying Contenders: АDV, Aegis Contenders: OMD + others announced: April 2013 announced: Febr 2014

11-1 A Mindshare (7) Not taken into account: +10 Not taken into • Ubisoft - video game publisher account: $1m Full Media Service, Global • Chanel (Plus team) Incumbent agency: - $10m – Planning Contenders: Isobar, Traffic Contenders: OMD announced: Aug 2013 Optimum, Starcom, and Carat • Swiss airline - $1.5m announced: July 2013 Full Media Service, Local From : New Contenders: OMD announced: Oct 2013

• Sony music – entertainment $0.1m Incumbent agency: - Contenders: - announced: Aug 2013

• Jack Wolf Skin - OOH - clothing $0.5m Media Planning & buying, Local Incumbent agency: - Contenders: OMD Media Direction + Vizeum announced: May 2013

T18-Russia Compitches grades 2013 calculation (1/2) The 1st column gives the balance Wins-Departures (Key pitches count for 3 pts vs Retentions 2 pts, Other pitches & Key moves for 1pt). • Key international pitches are reported in “Other pitches” if the involvement of the local agency is low (reason 4) • Pitches (or closed reviews) over $2m with identified incumbent agency and eventually contenders become Key pitches over $14m. • Moves over $14m without identified pitch or review are accounted for as Key moves. Other moves are not taken into account. Digital assignments = DIG; ret retention; ext extension; con consolidation. Date of announcement – and not of effective work- is retained. Not taken into account: because of lack of details (incumbent or contenders) or agencies not part of the top players studied by RECMA Balan grades Media 2013 163 WINS (of which 41 retentions) DEPARTURES (58) ce agency (Number of wins wins & 35 Key pitches 128 Other pitches over $2m 10 Key pitches 48 Other pitches over $2m minus departures = over $14m & key moves over $14m over $14m & key moves over $14m depart activity)

• Megafon - $20m • Rostelecom -$30m 3 pts • Food Union - $d11m 1 pt • Evalar - <$10m From: PHD From: New 3 pts 1 pt Sector: Telecom Sector: FMCG To: Starcom and OMD To : Arena Magic Box Assignment: TV buying + Contenders: ACG, OMD mediaplan (shared) Sector: Pharmaceutical strategy announced: mid 2013 Sector: Telecom Assignments: Print buying partly Contenders: OMD, PHD, Assignment: OOH Contenders: Vizeum, Strategist, announced: Dec 2013 • Nikon - $13m 1 pt buying+print? LBL From: New Contenders: Aegis announced: Dec 2013 • Retention Megafon - $15m Sector: Technology (Posterscope), Media 2 pts Contenders: MediaCom, Starcom Selection, OMD • Lenovo - $5m Sector: Telecom announced: mid 2013 announced: Nov2013 1 pt Assignment: Regional TV Effective: Jan 2014 To: UM Contenders: PHD, • Retention Evalar - $10m Sector: Computers ZenithOptimedia Contenders: GroupM 1 pt • Ferrero - $30m – announced: Jul 2013 announced: Q1 2013 Sector: Pharmaceutical global pitch with high

Assignments: Print buying partly local involvement • Retention Central Contenders: Vizeum, Strategist, 3 pts • Mareven - $10m Partnership - $32m LBL To : Media Instinct 1 pt 2 pts announced: Dec 2013 Sector: Confectionary To: OMD Media Direction From: Media Direction Assignement: National Sector: Food Sector: Media • Retention Lenta - $10m 1 pt TV Contenders: Vizeum, Zenith, Contenders: Media Direction Sector: retail Contenders: MEC, Maxus announced: April 2013– Assignment: TV Vizeum, Havas announced: Oct 2013 2013 Q1 buying check took place Contenders: OMD, Mega Media announced: Nov 2013 with Media Direction. In March (WPP), ACG the client decided to make all announced: Nov 2013 19-9 placements for all media with Vizeum A Media Direction. After a new • Velcom - $d9m 1 pt +10 (20) pitch and a month of working with a new partner Advertiser From: Video International

make a decision to come back to Sector: Food Vizeum. Contenders: Delta Plan, Movie

announced: mid 2013

• Am.ru – e$7m 1 pt From: New Sector: eCommerce Contenders: Rost, Strong & Beta (Alkasar) announced: mid 2013

• Yves Rocher – e$5m (d$10m) 1 pt From: Terralife agency -direct Sector: Personal care Contenders: Terralife announced: Nov 2013

• Indesit - $9m (d$13m)– Local decision 1 pt From: Initiative Sector: Electronics Contenders: Vizeum, Initiative announced: Nov 2013

T18-Russia Compitches grades 2013 calculation (2/2)

Balan grades Media 2013 163 WINS (of which 41 retentions) DEPARTURES (58) ce agency (Number of wins wins & 10 Key pitches 128 Other pitches over $2m 10 Key pitches 48 Other pitches over $2m minus departures = over $14m & key moves over $14m over $14m & key moves over $14m depart activity)

• Retention Lenta - d$5m 1 pt Sector: retail Assignment: Radio Contenders: OMD, ACG, Medialink announced: ?? 2013 nb: Outdoor renewal without pitch

• Mamondo.ru – d$3m 1 pt From: New Sector: e-commerce Contenders: Maxima, IMmedia announced: April 2013

• Shiseido/BPI – $3m 1 pt From: MediaCom Sector: FMCG 19-9 Contenders: MediaCom Vizeum (20) +10 A announced: Dec 2013

• Burberry – d$3m –Global pitch 1 pt From: UM Sector: Clothing Contenders: MediaCom, UM announced: March 2013

Not taken into account: • Worlce – e$4m From: New Sector: e-commerce Contenders: Ibrand, PromoDigita (digital agencies) announced: mid 2013?

Balan grades Media 2013 163 WINS (of which 41 retentions) DEPARTURES (58) ce agency

(Nbr of wins & wins 35 Key pitches 128 Other pitches over $2m 10 Key pitches 48 Other pitches over $2m minus departures = activity) over $14m & key moves over $14m over $14m & key moves over $14m depart

• 20th Century Fox - $25m - • RDI - e$8m 1 pt • OBI - $30m • Rostelecom -$20m 1 pt local pitch 3 pts From: in-house 3 pts To: PHD (Zenith decided not to To : OMD MD From: Kadr Media Sector: Real estate participate in tender) Sector: Retail Sector: Entertainment Sector: Telecom Contenders : Ad O’Clock, ROST Contenders: Zenith – Contenders : Vizeum, Initiative, announced: Nov2013 final round Assignment: TV MEC, OMD Media Direction, Effective: Jan 2014 announced: Dec Contenders: Mediacom, PHD, LBL Kadr Media 2013 announced: Nov2013 • Yota Phone - $5m 1 pt Incumbent: Zenith

Effective: Dec 2013 announced: Sept 2013 From: New Sector: IT Effective: Oct 2013 • SCA Hygiene – $30m Contenders: OMD, Maxus, Media Global pitch - local meetings Instinct • Merz -$5m partly 1 pt in Russia with advertisers – announced: Aug 2013 To: Media Instinct part of 5 key markets 3 pts Effective: Sept 13 from: Carat Sector: Pharma Sector: FMCG • Clarins - $5m – Global pitch 1 Contenders: Media Instinct Contenders: Carat, MEC pt announced: Jul 2013 announced: Aug 2013 From: In-house • Effective: Sept 13 (Plan) Jan Sector: health beauty BNS group - $3m (d$8 m) 14 (Buy) Contenders: MEC, Carat and 1 pt Havas. To: Media First • Daimler - $30m – announced: Aug 2013 Sector: fashion/ retail European pitch with local Effective: Jan 2014 Contenders : Zenithoptimedia Zenith 16-7 involvement announced: Oct 2013 Optimedia • Bacardi Martini - $6m – +9 A 3 pts (12) Managed by Fuel Global 1 pt Not taken into account: From: Media Instinct From: Initiative • British Airways - $2m - Sector: alcohol Sector: Auto global pitch 1 pt Contenders: OMD, UM To: Carat Contenders : OMD, MEC announced: Aug 2013 announced: Nov2013 Sector: transport Effective: Jan 2014 Effective: Jan 2014 Contenders: MEC, Havas

• Chipita - $7m 1 pt • Merck/MSD (Schering Plough) - $25m – global pitch Not taken into account: To: globally moved to OMD managed regionally – Russia (no tender) leads CEEME region partly • AB Inbev - $7m – local Sector: Food&drinks (Russia, Ukraine, Poland, pitch 1 pt Contenders: Mediacom, PHD, KSA.) 3 pts From: UM OMD OM, Media LBL from: OMD AMS Instinct, UM Incumbent: Optimedia Sector: Pharma Sector: Food&Drinks announced: Sept 2013 Contenders : OMD, Havas, Assignment: Planning Effective: Oct 2013 GroupM Contenders : OMD Optimum (Zenith decided not to announced: Sept 2013 media/Media Instinct, WPP participate in tender) Effective: Oct 2013 (Maxus), AdWatch announced: Nov2013 Effective: Jan 2014 NOT CONFIRMED

T18-Russia Compitches grades 2013 calculation (1/2) The 1st column gives the balance Wins-Departures (Key pitches count for 3 pts vs Retentions 2 pts, Other pitches & Key moves for 1pt). • Key international pitches are reported in “Other pitches” if the involvement of the local agency is low (reason 4) • Pitches (or closed reviews) over $2m with identified incumbent agency and eventually contenders become Key pitches over $14m. • Moves over $14m without identified pitch or review are accounted for as Key moves. Other moves are not taken into account. Digital assignments = DIG; ret retention; ext extension; con consolidation. Date of announcement – and not of effective work- is retained. Not taken into account: because of lack of details (incumbent or contenders) or agencies not part of the top players studied by RECMA Balance grades Media 2013 163 WINS (of which 41 retention) DEPARTURES (58) agency wins (Number of wins 128 Other pitches over $2m 48 Other pitches over $2m minus & departures = 35 Key pitches 10 Key pitches depart activity) over $14m & key moves over $14m over $14m & key moves over $14m

• Binbank e$2m (d$13m) 1 pt • Binbank e$2m (d$13m) from: MediaCom 1 pt Contenders: Ad O'Clock, to: MediaCom MediaCom, M-liner, Аудио арт Contenders: Ad O'Clock, announced: Jan 2013 MediaCom, M-liner, Аудио Effective: Feb 2013 арт announced: Dec 2013 • Bosnalijek $3m 1 pt from: Aaron Lloyd (Full services agency) Sector: pharmaceutics Contenders: Aegis, OMD, Aarron Loyd, Artcom announced: Jan 2013

• Hansa - d$2m 1 pt from: Twiga/Media First Sector: Households Appliances Contenders: Twiga, Stadium Life announced: Dec 2013 Effective: Mar 2014

• Wargaming $5m (d$9m) 1 pt from: Media Unlimited Sector: on-line games, 8-1 entertainment B+ Starlink (9) +7 Contenders: Media Unlimited announced: Dec 2012 (not reported in Compitches 2012)

• Terem - $5m 1 pt from: R-media Sector: Country houses &Cottages Contenders: R-media, Media Net, MacCann announced: Dec 2013 Effective: Jan 2014

• Stock – Center - d$2.5m 1 pt from: Hidalgo Sector: Fashion retail Contenders: TAAN Worldwide, Hidalgo image announced: Sep 2013 Effective: Oct 2013

• Astra Zeneka - $3.5m 1 pt from: Havas Media Sector: pharmaceutics Contenders: Havas Media announced: Sep 2013

Effective: Oct 2013

T18-Russia Compitches grades 2013 calculation (2/2) Balance grades Media 2013 163 WINS (of which 41 retentions) DEPARTURES (58) agency wins (Number of wins 128 Other pitches over $2m 48 Other pitches over $2m minus & departures = 35 Key pitches 10 Key pitches depart activity) over $14m & key moves over $14m over $14m & key moves over $14m

• Leovit $5m (d$10m) 1 pt from: Movie Sector: pharmaceutics Contenders: Movie, Target Media, announced: Nov 2012 (not reported in Compitches 2012)

Not taken into account • Chery $3.5m from: Europublicity (advertising agency) 8-1 Starlink (9) Sector: Cars B+ +7 Contenders: no details announced: May 2013 Effective: Jul 2013 contenders not identified

• Tomas Munz – $1.5m from: Vital Sector: Shoe retail Contenders: Vital announced: Jun 2013 Effective: Sep 2013

• Sportmaster - $20m • Bosco Sport (Di Ciegli) - $5m GSK $35m • Efes $3.3m (excl. OOH) 1 pt 3 pts 1 pt global with low To: Maxus From: BBDO/CoT From: New local involvement of contenders: MediaVest, Media Sector: retail Sector: Retail the local office Selection category: Beer & Alcohol Assignment: Planning Contenders: MEC To: MediaCom announced: Jan 2013 + radio buying Moscow announced: Sept 2013 Sector: pharma Media: TV, OOH, radio Contenders: MEC • Contenders: Maxus Tiffany - $3m 1 pt announced: Sept 2013 announced: March 2013 From: New Effective: Jan 2014 Sector: Jewellery Effective: April 2013 1 pt 9-2 Assignment: all (print, digital) B+ MediaVest (7) Contenders: Initiative +7 • Retention Vympelcom (Beeline) - e$15m announced: October 2013 3 pts Sector: telecom • McCormik/Kamis - d$5m Assignment: OOH + 1 pt Transport Buying From: MediaCom Contenders: OMD, Sector: Spices Media selection Assignment: TV, Digital, Print, announced: Dec 2013 OOH Contenders: MediaCom announced: Dec 2013

• Lukoil - $14m • SDS foods/Ahmad Tea - • Merck/MSD - From : Media Arts 3pts $10m 1 pt $25m – Global Sector: Energy From : Maxus pitch Contenders: MPG, Sorec Sector: Food to: ZenithOptimedia Media Contenders: Maxus Sector: Pharma announced: April 2013 announced: Nov 2013 Contenders : OMD, Havas, GroupM • Sportmaster - $5m 1 pt announced: Sept 2013 From: OMD MD Effective: Oct 2013 Sector: retail Global decision with Assignment: OOH low local office involvement Contenders: Maxus, Media Direction, Aegis 1 pt announced: Nov 2013

• Chipita - $7m 1 pt From: Optimedia (no tender) Sector: Food&drinks OMD AMS 8-1 Contenders: Mediacom, PHD, Incl DaVinci B+ LBL +7 (7) announced: Sept 2013 Effective: Oct 2013

• GALS Development - d$5m 1 pt From : Hidalgo Sector: Real Estate Contenders: Carat, Hidalgo, others announced: Dec 2013

• 4Finance / Vivus - $5m 1 pt From: New Sector: Finance Contenders: Aegis, GroupM, LBL announced: July 2013

• retention Eldorado - • S7 - $5m 1 pt • S7 airlines - $10m $60m (d$80m) 2 pts From: Direct (d$12m) 1 pt Sector: Electronics Sector: Aircompany (transport) To: Carat Contenders (agency Contenders: MediaVest Sector: Aircompany (transport) participating to the Contenders: MediaVest pitch) : Aegis, Initiative, announced: Jan 2013 OMD OM announced: Dec 2013 announced: Nov 2013 • Friesland Campina - $8m 1 pt • retention Chanel Sector: food (Plus team) $30m From: OMD OM Contenders: OMD Contenders: OMD OM, n/a Optimum, Starcom, and Carat announced: Oct 2013 Will be managed by Team Plus. • retention Vympelcom - $2m 1 announced: July 2013 pt 2 pts Sector: Telecom Assignment: Press Buying Contenders : ADV, Publicis announced: Febr 2013

• TATA Coffee Grand -$ 8m 1 8-1 pt Sector: food +7 B+ MEC (7) From: Strong – Russian agency Contenders : Starcom MediaVest, MEC , OMD announced: Jan 2013

Not taken into account: • La Prairie- $1m Sector: Cosmetic From: Direct Contenders : n/a announced: Jan 2013

• Philips -$2m Sector: Home Appliances Assignment: Paid Search From: AdWatch (Isobar) Contenders: AdWatch announced: Jan 2013

• retention Kremlyovskoe - $1m Sector: food From: n/a local agency Contenders: n/a announced: Sep 2013

T18-Russia Compitches grades 2013 calculation The 1st column gives the balance Wins-Departures (Key pitches count for 3 pts vs Retentions 2 pts, Other pitches & Key moves for 1pt). • Key international pitches are reported in “Other pitches” if the involvement of the local agency is low (reason 4) • Pitches (or closed reviews) over $2m with identified incumbent agency and eventually contenders become Key pitches over $14m. • Moves over $14m without identified pitch or review are accounted for as Key moves. Other moves are not taken into account. Digital assignments = DIG; ret retention; ext extension; con consolidation. Date of announcement – and not of effective work- is retained. Not taken into account: because of lack of details (incumbent or contenders) or agencies not part of the top players studied by RECMA Balance grades Media 2013 163 WINS (of which 41 retentions) DEPARTURES (58) agency wins (Number of wins 128 Other pitches over $2m 48 Other pitches over $2m minus & departures = 35 Key pitches 10 Key pitches depart activity) over $14m & key moves over $14m over $14m & key moves over $14m

• Sportmaster - $40m • extension ANVI Labs - • SDS Foods $8m 1 pt 3 pts $10m 1 pt (“Akhmad Tea”) from: OMD MD from: Carat to: OMD AMS Assignment: TV, Print contenders: Carat, BBDO contenders: ?? + ret Radio except category: Pharmaceuticals announced: mid 2013 Moscow announced: Aug 2013 contenders: Vizeum, • Gulliver $2.3m 1 pt MediaVest Rusagro / EZHK - $10m to: Allen media, Movie announced: Dec 2013 1 pt contenders: OMD MD, Allen from: OMD Mediaplan media, Movie, Ad O’Clock contenders: OMD Mediaplan, announced: mid 2013 PHD, M.Liner announced: Nov 2013

• Efes - $3 m (excl. OOH) 1 pt from: MediaVest contenders: MediaVest, Media Selection category: Beer & Alcohol 9-2 Maxus (9) announced: Jan 2013 +7 B+ • Retention Sportmaster - $2m 1 pt Assignment: Radio contenders: Carat category: Sportswear announced: March 2013

• Avgur Estate - $5m 1 pt from: OMD Mediaplan Assignment: TV, OOH contenders: OMD Mediaplan, PHD, M.Liner announced: Dec 2013

• Megafon - $2m 1 pt from: Vizeum Assignment: Print contenders: Dentsu-Smart, Twiga announced: May 2013

T18-Russia Compitches grades 2013 calculation The 1st column gives the balance Wins-Departures (Key pitches count for 3 pts vs Retentions 2 pts, Other pitches & Key moves for 1pt). • Key international pitches are reported in “Other pitches” if the involvement of the local agency is low (reason 4) • Pitches (or closed reviews) over $2m with identified incumbent agency and eventually contenders become Key pitches over $14m. • Moves over $14m without identified pitch or review are accounted for as Key moves. Other moves are not taken into account. Digital assignments = DIG; ret retention; ext extension; con consolidation. Date of announcement – and not of effective work- is retained. Not taken into account: because of lack of details (incumbent or contenders) or agencies not part of the top players studied by RECMA Balan grades Media 2013 163 WINS (of which 41 retentions) DEPARTURES (58) ce agency (Number of wins wins & 35 Key pitches 128 Other pitches over $2m 10 Key pitches 48 Other pitches over $2m minus departures = over $14m & key moves over $14m over $14m & key moves over $14m depart activity)

• • STS (TV channel) Retention IPSEN $7m 1 pt • SCA Hygiene – • Extension ANVI Labs e$5m Sector: Pharma - $14m 3 pts Global pith - $15m 1 pt Contenders: Media Instinct, From: UM 3 pts to: Maxus MediaCom Contenders: UM, Sector: FMCG, all contenders: Carat, BBDO Starlink, Maxus announced: Nov 2013 To: ZenithOptimedia category: Pharmaceuticals announced: Nov 2013 Contenders: Carat, announced: Aug 2013 • Mattel (toys) - $5m MEC, ZO

(d$13m) 1 pt announced: Aug 2013 • Rostelecom (OOH) - $4m From: MediaCom 1 pt Contenders: MediaCom, OMD To: PHD announced: Dec 2013 Sector: Telecom

Contenders: OMD • S7 airlines (transport) – $10m (d$13) 1 pt announced: Dec 2013 From: MEC Contenders: MEC, OMD announced: Dec 2013

• LinzMaster - $5m (d$9m) 1 pt From: Initiative Sector: Retail Contenders: Initiative, Omnicom announced: mid 2013

• Rostelecom (OOH) - $4m 12-5 1 pt B+ Carat (13) From: LBL Media +7 Sector: Telecom Contenders: OMD announced: June 2013

• Sed’Moy Continent- $4m 1 pt OOH buying only From: Medialect Sector: retail Contenders: OMD, Vivaki announced: Jan 2013

• Triumf - $2m (d$4m) 1 pt From: New Sector: FMCG Contenders: Prior, Sorec announced: Dec 2013

• British Airways - d$2m - global pitch 1 pt Sector: transport From: ZenithOptimedia Contenders: MEC, Havas

• Barilla - $2m 1 pt Sector: FMCG From: OMD Contenders: OMD, Carat only

T18-Russia Compitches grades 2013 calculation The 1st column gives the balance Wins-Departures (Key pitches count for 3 pts vs Retentions 2 pts, Other pitches & Key moves for 1pt). • Key international pitches are reported in “Other pitches” if the involvement of the local agency is low (reason 4) • Pitches (or closed reviews) over $2m with identified incumbent agency and eventually contenders become Key pitches over $14m. • Moves over $14m without identified pitch or review are accounted for as Key moves. Other moves are not taken into account. Digital assignments = DIG; ret retention; ext extension; con consolidation. Date of announcement – and not of effective work- is retained. Not taken into account: because of lack of details (incumbent or contenders) or agencies not part of the top players studied by RECMA grades Balance Media 2013 163 WINS (of which 41 retentions) DEPARTURES (58) agency wins (Number of wins & 35 Key pitches 128 Other pitches over $2m 10 Key pitches 48 Other pitches over $2m minus departures = over $14m & key moves over $14m over $14m & key moves over $14m depart activity)

• LG - $30m • Retention Rosneft - $11m 1 pt • Valenta - $10m (d$24m) 1 pt Lead from London Sector: Energy To : OMD Media Direction From : Mindshare Sector: Pharma Sector: Electronics Assignments: TV, Radio, Internet, OOH, Dev &Prod of ad-materials Contenders: Carat, MEC, Global pitch with low Energy Arena, Initiative involvement of the Contenders: Strong RA, Strategist announced: Oct 2013 local office. Media, Media Instinct, AdOclock, Contenders: PHD, ERA New-ton OMD, MediaCom announced: November 2013 announced: April 2013

1 pt • Evalar - $10m – share with

Vizeum 1 pt

From : Vizeum Sector: Pharmaceutical

Assignments: Print buying partly Contenders: Vizeum, Strategist, LBL announced: Dec 2013

• Ostankino/OMPK - $9m 1 pt From : Immedia Sector: Food Assignments: TV, Radio, Internet, Sponsorship 7-1 Arena MagicBox Contenders: Immedia, Maxus, +6 B+ Media Instinct, Starlink (8) announced: Nov 2013

• Retention Hugo Boss $2m 1 pt Sector: Luxury Assignments: Print, Internet Contenders: Mindshare announced: Aug 2013

• TK Megapolis (Moccona) - $2m 1 pt From : New Sector: Home Building Assignments: TV Contenders: Maxus announced: Jan 2013

• Valenta - $2m – DIG 1 pt From : Direct placement Sector: Pharma Contenders: AdWatch, MEC, Arena, Initiative announced: April 2013

T18-Russia Compitches grades 2013 calculation grades Media Balance 2013 163 WINS (of which 41 retentions) DEPARTURES (58) wins agency (Number of wins minus 35 Key pitches 128 Other pitches over $2m 10 Key pitches 48 Other pitches over $2m depart & departures = activity) over $14m & key moves over $14m over $14m & key moves over $14m

Not taken into account: • Retention Aeroflot - $10m Sector: Transport Assignments: TV, OOH, Print, Radio, Digital, Sponsorship Contenders: AdOclock, Mediaplan, MediaCom, OMD announced: May 2013 Claimed by 2 agencies

• FarmaPren (SitoPren) - $2m 7-1 Arena From : New B+ MagicBox (8) Sector: Pharmaceutical +6 Assignments: TV Contenders: ?? announced: April 2013

• Polish Ministry of Economy - $0.5m From : New Sector: Governement Assignments: Print, OOH Contenders: MEC, Y&R, Althermedia, NGC Europe announced: Nov 2013

Balan grades Media 2013 163 WINS (of which 41 retentions) DEPARTURES (58) ce agency

• Rostelecom -$20m • Retention Bank Russki • Valio - $9m 1pt 3 pts Standard - $8m 1pt From : Ad’Oclock From: ZO (Zenith Sector: Finance Sector: Food decided not to Contenders: Dentsu Contenders: PHD, OMD, participate in tender) announced: April 2013 MediaCom Sector: Telecom announced: Dec 2013 Assignment: TV+Dig • Retention Pridonie – e$10m

Contenders: Vizeum, (d$18m) 1 pt • Snezhnaya Koroleva - Dentsu, Optimum Media (Sady Pridonie, Spelenok) $10m 1 pt Incumbent: Zenith Sector: FMCG To: Mediaplan OMD Contenders: Dentsu announced: June 2013 Sector: Luxury goods announced: Dec 2013 Effective: Oct 2013 Assignment: TV, Print Contenders: PHD, AdOclock, • Retention Boiron - $5m 1 pt Sovero Media Sector: Finance Contenders: Vizeum announced: Nov2013 announced: Oct 2013 • Bank Russkiy Standard - $4m (35% of total • Rostelecom (OOH) - $4m 1 placement) 1 pt pt From: PHD Sector: Telecom Sector: Technology From: Carat Contenders: PHD Contenders: OMD announced: June 2013 announced: Dec 2013

• Sony Mobile –$8m - Global 10-5 • EMG - d$2m 1 pt B+ PHD (13) pitch 1 pt +5 From: Optimum Medoa To: MediaCom Sector: Media Contenders: MediaCom, MEC, Contenders: Maxus, Allen Media Dentsu Aegis /Carat, Omnicom announced: Dec 2013 /OMD, PHD announced: June 2013 • Semper - d$2m 1 pt From: Mliner • Siemens - $5m – local Sector: Food pitch 1 pt Contenders: Mliner, Immedia, To: MediaCom Trend Media House Contenders: Zenith, PHD announced: Febr 2013 announced: Oct 2013

• BystroDengy - d$2m 1 pt From: New Sector: Services Contenders: Havas Media, Movie announced: Dec 2013

Not taken into account: • ELC - d$3m From: New Sector: Services Contenders: close review announced: Dec 2013

Balan grades Media 2013 163 WINS (of which 41 retentions) DEPARTURES (58) ce agency

• Retention MTS - • Detskyi Mir $8m 1 pt • Astra Zeneka - $3.5m 1 pt $80m 2 pts From: Maxima To : Starlink Media Sector: Telecom Sector: Retail, Toys&Games Sector: pharmaceutics Assignments: TV Contenders: Maxima, OMD, Maxus Contenders: Contenders: OMD, announced: Dec 2013 announced: Sep 2013 Maxima Effective: Oct 2013 announced: May 2013 • Extension MTS $3m 1 pt

Sector: Telecom 6-1 Havas Media • Retention RB Assignments: Print B+ (5) Reckitt Benckiser - Contenders: Vizeum, Media +5 $120m – Global pitch Instinct with local involvement announced: May 2013 2 pts Sector: FMCG Not taken into account: Contenders: • Retention Tour Espania $1m ZenithOptimedia, Carat Sector: Tourism announced: Nov 2013 Contenders: ?? announced: July 2013

T18-Russia Compitches grades 2013 calculation • Key international pitches are reported in “Other pitches” if the involvement of the local agency is low (reason 4) • Pitches (or closed reviews) over $2m with identified incumbent agency and eventually contenders become Key pitches over $14m. • Moves over $14m without identified pitch or review are accounted for as Key moves. Other moves are not taken into account. Digital assignments = DIG; ret retention; ext extension; con consolidation. Date of announcement – and not of effective work- is retained. Not taken into account: because of lack of details (incumbent or contenders) or agencies not part of the top players studied by RECMA

Balance grades Media 2013 163 WINS (of which 41 retentions) DEPARTURES (58) agency wins (Number of wins 128 Other pitches over $2m 48 Other pitches over $2m minus & departures = 35 Key pitches 10 Key pitches depart activity) over $14m & key moves over $14m over $14m & key moves over $14m • Retention Ferrosan (now • Stock – Center - d$2.5m Pfizer) - $10m (d$20m) 1 pt 1 pt Sector: pharmaceutical to: Starlink Assignment: TV, Radio, Press, Sector: Fashion retail Creative, Design, Internet Contenders: Mediacom. ADV Contenders: TAAN Worldwide, Announced: January 2013. Hidalgo image announced: Sep 2013 • Retention HALS – partly Effective: Oct 2013 $3.3m 1 pt Sector: developers, building and • GALS Development - $2m construction (d$5m) 1 pt Assignment: TV, Radio, Press, Creative, Design, Internet, OOH To : OMD AMS Contenders: Finrek, Igronik, Sector: Real Estate IdiaGroup, Movie , Target Contenders: Carat, Hidalgo, Media, Express Media Service, others DVG-Media, Ad O’Clock announced: Dec 2013 Announced: February 2013

• Retention DonStroy - $2.8m 1 pt Sector: building and construction Assignment: Press Contenders: OMD, Movie Announced: January 2013 6-2 Hidalgo (8) +6 B • Bank of Moscow - $3.2m 1 pt From: Dentsu Smart Sector: banking, finances Assignment: Radio, Press, Creative, Production Contenders: Ad O’Clock, ROSST, OMD Announced: January 2013

• Ministry of Health of Russian federation - $2.4m 1 pt From: In-House Sector: government agencies (public health) Assignment: OOH, Internet Contenders: LBL Announced: December 2013

• SPAR - $2m 1 pt From: In-House Sector: retail Assignment: OOH, Production Contenders: - Announced: January 2013

T18-Russia Compitches grades 2013 calculation

Not taken into account: Below threshold in ad- monitoring / no contenders.

• ZAZ Avtorus - d$2m From: OMD Sector: finances, investment Assignment: Press, Internet, OOH, Radio, Production Contenders: OMD Announced: January 2013

• Nord Capital - d$2m From: InHouse Sector: finances, investment Assignment: Press, Internet, TV, 6-2 Radio, Production, design, Hidalgo (8) +6 B Creative Contenders: - Announced: December 2013

• Ecobion - d$2m From: InHouse Sector: pharmaceutical Assignment: Press, Internet, Production Contenders- Announced: December 2013

• VTB Insurance - d$2m From: InHouse Sector: finances, insurance Assignment: Press, Internet Contenders: - Announced: May 2013

• Retention X5 retail • Lenovo - d$8m • STS (TV channel) - $9m - $55m 1 pt 1 pt to: Carat 2 pts From: Vizeum Sector: Computers Contenders: UM, Starlink, Sector: Retail Assignement: TV, Contenders: GroupM Maxus OOH, Radio, Print announced: Q1 2013 announced: Nov 2013 Contenders: Media Instinct, GroupM • Discovery - $2m Not taken into account announced: June 2013 1 pt • AB Inbev - $7m From: New Sector: Media 1 pt

Contenders: MediaVest To: ZenithOptimedia

announced: Q4 2013 Assignment: Strategic planning

Sector: Food&Drinks • Meda / CB12 – e$2m (d $6m ) Contenders : OMD Optimum 1 pt media/Media Instinct, WPP From: GroupM (Maxus), AdWatch 5-1 Sector: Pharmaceutical announced: Nov2013 B UM (5) +4 Contenders: GroupM Effective: Jan 2014 announced: Q1 2013 NOT CONFIRMED

Not taken into account • Shokoladnitsa - $0.2m From: Immedia Sector: Food Contenders: Immedia announced: Q4 2013

• Vorontsovskie Sukhariki - $0.5m From: MediaVest Sector: Food Contenders: MediaVest announced: Q2 2013

• Retention • Mail.ru - $10m 1 pt • Friesland Campina - $8m Technosila – $17m From: Allen Media 1 pt 2 pts Sector: Electronics Sector: food Sector: Electronics Contenders: PHD, Allen Media, To: MEC Contenders: PHD Carat, Dentsu, MEC, Initiative Contenders: OMD OM, n/a announced: Febr announced: Nov 2013 announced: Oct 2013 2013 Global decision • Retention Bosch-Siemens - $10m 1 pt • Ingosstrakh – insurance Sector: Electronics $2m 1 pt Contenders: ZenithOptimedia, OOH and Print planning / MediaCom buying announced: July 2013 To: Mindshare Contenders: OMD + others • ZIC Corporation (SK announced: Febr 2014 Energy) - $3m 1 pt From: Dentsu Smart OMD 5-2 Sector: Electronics Optimum B Contenders: Dentsu, LBL +3 Media (6) announced: July 2013

Not taken into account: • Ret AvtoVaz- $5.5m October 2013. Contenders: n/a • Hermes $5m December 2013. Consolidation of account: Fashion, Watch, Perfumery • Sony Electronics $22m Won in Dec. 2012. Excluded from GLOBAL pitch won by MediaCom. Contract runs till Dec. 2014

• Barrier (Water-purifying filters) – $6m 1 pt From: LBL Sector: Home appliance Contenders: BBDO, Art-Com, LBL and others Announced: Febr 2013

Not taken into account: 2-1 Media Arts • Auto Spec Center – key moves +1 B Group (3) over $3m From: ?? Sector: Auto Contenders: Announced: Jan 2013

• Fashion House – key moves over $2m From: ?? Sector: Retail Contenders: Announced: Jan 2013

• Russian Product – tender $1m (d$7m) From: ?? Sector: FMCG Contenders: Immedia, AEGIS, APR Optimum Announced: Feb 2013

(Number of wins wins 35 Key pitches 128 Other pitches over $2m 10 Key pitches 58 Other pitches over $2m minus & departures = activity) over $14m & key moves over $14m over $14m & key moves over $14m depart

• Euroset (radio) - $2m 1 pt • Hansa - d$2m 1 pt From: Initiative To: Starlink Sector: Telecom retail Sector: Households Appliances Contenders : Initiative Contenders: Media First, announced: Dec 2013 Stadium Life announced: Dec 2013 • 3M - $2m 1 pt Effective: Mar 2014 From: BBDO Sector: • Afimall - d$8m 1 pt To : OMD Media Direction Contenders : BBDO, ?? Sector: Retail announced: Oct 2013 Contenders: Initiative, Media First, Starlink • BNS group - $3m (d$8 m) announced: Oct 2013 1 pt From: Zenithoptimedia • Borjomi (Georgian glass & Sector: fashion/ retail waters) - $5m (d$15m) 1 pt Contenders : Zenithoptimedia To: Initiative announced: Oct 2013 Sector: Food& Drinks Contenders : Media First • Megafon (radio) - $2m announced: August 2013 (d$8m) 1 pt

From: Aegis Sector: Telecom

Contenders : Aegis, Maxus (GroupM) 4-3 announced: July 2013 Media First (7) +1 B

Not taken into account (1/2): • Arterium (Urolesan) – $d 8 m From: new brand, no support before Sector: Pharm Contenders : ?? announced: Dec 2013 not found in ad-monitoring

• BBK - d$2m From: Bdirect Sector: Electronics Contenders : Bdirect announced: Sep 2013 <$1m in ad-monitoring

• Taxi FM - d$2 m From: 40media Sector: radio station Contenders : 40media, M-liner announced: Sep 2013 not found in ad-monitoring

T18-Russia Compitches grades 2013 calculation (2/2)

Balan grades Media 2013 163 WINS (of which 41 retentions) DEPARTURES (58) ce agency

• Rusfik (Geksaliz, Para+) - $d2m From: Rosst Sector: pharm Contenders : Rosst announced: Aug 2013 not found in ad-monitoring

• Pocket book - $ 2 m From: OOH Expert Sector: electronics Contenders : OOH Expert announced: Jun 2013 not found in ad-monitoring

• LA REDOUTE - $ 2 m From: Publicis Sector: internet shop Contenders : Publicis announced: Feb 2013 4-3 <$1m in ad-monitoring B Media First (7) +1 • Saint-Gobain (Isover, Gyproc) - $ 8 m From: Movie Sector: building materials Contenders : Movie announced: Jan 2013 <$1m in ad-monitoring

• Sokoshotel - $ 2 m From: Indoor media Sector: hotels Contenders : Indoor media announced: Jan 2013 not found in ad-monitoring

• Turkish tourism - $ 8 m From: Open Media House Sector: travel Contenders : Open Media House, BBDO, Havas announced: Jan 2013 not found in ad-monitoring <$1m in ad-monitoring

Balan grades Media 2013 163 WINS (of which 41 retentions) DEPARTURES (58) ce agency

• Megafon - $10m 1 pt • Emirates - $3m – global 1 pt From: Vizeum To : Havas Media Sector: Telecom Sector: airlines Assignment: OOH buying Assignment: Online (shared with OMD Mediaplan) Contenders: PHD Contenders: Aegis (Posterscope), announced: Aug 2013 Media Selection, OMD Effective: Jan 2014 announced: Nov2013 2-1 B Starcom (3) Effective: Jan 2014 +1 • Kobo - $4m 1 pt From: New Sector: web application +site Assignment: TV + digital Contenders: WPP agencies announced: Aug 2013 Effective: Sept 13

T18-Russia Compitches grades 2013 calculation The 1st column gives the balance Wins-Departures (Key pitches count for 3 pts vs Retentions 2 pts, Other pitches & Key moves for 1pt). • Key international pitches are reported in “Other pitches” if the involvement of the local agency is low (reason 4) • Pitches (or closed reviews) over $2m with identified incumbent agency and eventually contenders become Key pitches over $14m. • Moves over $14m without identified pitch or review are accounted for as Key moves. Other moves are not taken into account. Digital assignments = DIG; ret retention; ext extension; con consolidation. Date of announcement – and not of effective work- is retained. Not taken into account: because of lack of details (incumbent or contenders) or agencies not part of the top players studied by RECMA Balan grades Media 2013 163 WINS (of which 41 retentions) DEPARTURES (58) ce agency (Number of wins wins & 35 Key pitches 128 Other pitches over $2m 10 Key pitches 48 Other pitches over $2m minus departures = over $14m & key moves over $14m over $14m & key moves over $14m depart activity)

• GSK - $35m – Global • Siemens - $10m – local pitch 1 • Mattel (toys) – $d3m 1 pt pitch pt To: Carat with low involvement of From: PHD Contenders: MediaCom, OMD the local agency. Contenders: Zenith, PHD announced: Dec 2013 From: MediaVest announced: Oct 2013

Sector: pharma • Binbank - $3m 1 pt • Contenders: MEC Sony Mobile –$8m - Global To: Starlink pitch 1 pt announced: Sept 2013 Sector: bank From: PHD Effective: Jan 2014 Contenders: OMD, UM Contenders: Ad O'Clock, 1 pt announced: June 2013 MediaCom, M-liner, Аудио арт • Binbank - $3m 1 pt- repitch announced: Febr 2013 From: Starlink Sector: bank • Shiseido - $2m 1 pt To: Ad’Oclock Contenders: Ad O'Clock, MediaCom, M-liner, Аудио арт Sector: FMCG Contenders: MediaCom, announced: Dec 2013 Synergy Media

announced: Nov 2013 • Teva - $45m – Key Move 1 pt • Lindt - $3m 1 pt From: extension after acquisition To: Initiative 5-4 MediaCom by P&G +1 B (9) Sector: pharma Sector: Food Contenders: na Contenders : OMD BBDO Gr announced: Mars 2013 announced: March 2013

Not taken into account • Subway - $5m -move From: New Contenders: na announced: July 2013

• Retention Aeroflot - $10m – pitch Contenders: AdOclock, Mediaplan, Media Instinct, Allen Media, OMD announced: March 2013 Claimed by 2 agencies

• Sony Electronics $22m Won by OMD Optimum media in Dec. 2012. Excluded from GLOBAL pitch won by MediaCom. Contract runs till Dec. 2014

• Retention Renaissance Credit • VTB 24 - $25m • ZIC Corporation (SK Energy) - - $9m 1 pt (TV) $2.6m 1 pt Sector: Finance to : Mindshare To: OMD OM from: Dentsu Smart Contenders: Medialect Sector: Electronics Contenders: OMD announced: Jan 2013 Media Direction Contenders: Dentsu, LBL announced: Jan 2013 announced: July 2013 • Bank Russkiy Standard - Dentsu did not $4m (35% of total participate (every year • Bank of Moscow - $3.2m 1 pt placement) 1 pt pitch) To: Hidalgo From: PHD 1 pt Sector: banking, finances Sector: Technology Assignment: Radio, Press, Contenders: PHD Creative, Production announced: June 2013 Contenders: Ad O’Clock, ROSST, OMD 3-3 Dentsu-Smart Announced: January 2013 B • +0 (6) Retention Askona - $3m (d$10m) 1 pt Sector: Technology Assignment: TV+Digital Contenders: Arena Magic Box, Optimum Media OMD, Made, Immedia. announced: Jan 2013

Not taken into account: • Medialink - $2m Contenders: not provided announced: Nov 2012

Balan grades Media 2013 163 WINS (of which 41 retentions) DEPARTURES (58) ce agency

• • • Merz - $10m 1 pt Daimler - $30m – LinzMaster - $5m (d$9m) 1 From : Media Instinct European pitch - pt

Sector: Pharma local involvement To: Carat

Contenders: Starlink Media 3 pts Sector: Retail Instinct To: ZenithOptimedia Contenders: Initiative, Omnicom announced: Dec 2013 Sector: Auto announced: mid 2013

• Retention KFC/Yum Contenders : OMD, MEC (Rosinter) - $10m 1 pt • Indesit - $6m (d$13m)– Sector: Food announced: Nov2013 Local decision 1 pt Effective: Jan 2014 Contenders : Havas Media, To: Vizeum Starcom, MEC, Carat Sector: Electronics announced: Sept 2013 Contenders: Vizeum, Initiative announced: Nov 2013 • Borjomi (Georgian glass & waters) - $5m (d$15m) 1 pt From: Media First Sector: Food& Drinks Contenders : Media First announced: August 2013

• Lindt - $3m 1 pt From: MediaCom Sector: Food Contenders : OMD BBDO Gr announced: March 2013 4-5 B Initiative (7) -1 Not taken into account:

• Miroglio Gr - $1m From: PR agency Sector: clothes Contenders : PR agency announced: March 2013

• GoodGame - $1m From: New Sector: Toys&Games Assignement: Regional TV buying Contenders : ?? announced: Nov 2013

• International Paper - $2m From: ?? Sector: Media Contenders : ?? announced: Nov 2013

• Pizza Hut - $1m From: New Sector: Food Contenders : Media Instinct announced: Sept 2013

Not taken into account: • Rostelecom (OOH) - $4m 1 pt Glenmark - $1m To: Carat (placement started as of Jan’13) Sector: Telecom date of announcement of the Contenders: OMD win? Was it a pitch? Incumbent announced: Dec 2013 and Contenders participating to the pitch? Budget in ad- • Pension Fund of Russia - monitoring= $1 m. $4m – Govt pitch. 1 pt To : Ad’Oclock Svoboda (placement starts in Assignement: DIG Dec’13 and will continue in Sector: Finance 2014); Contenders: close procedure 0-3 LBL Comm. date of announcement of the announced: Dec 2013

-3 C (3) win? Was it a pitch? Incumbent and Contenders participating to • Barrier (Water-purifying the pitch? Budget in ad- filters) – $6m 1 pt monitoring= not found? Please To: Media Arts specify. Sector: Home appliance Contenders: BBDO, Art-Com, Planeta Desertov (placement in LBL and others 2014) Announced: Febr 2013 date of announcement of the win? Was it a pitch? Incumbent agency ? Contenders participating to the pitch. Budget in ad- monitoring= not found? Please specify. .

42-Russia RECMA report – March 2013 - The Competition Copyright © 2013 RECMA Reports | All Rights Reserved | Content Cannot Be Reproduced Without Written Permission RECMA Inc. NY • [email protected] • RECMA SA Paris • [email protected] – [email protected] • www.recma.com •June 05 2013 N

T18-Russia Compitches grades 2012 calculation (1/6) The 1st column gives the balance Wins-Departures (Key pitches count for 3 pts vs Retentions 2 pts, Other pitches & Key moves for 1pt). • Key international pitches are reported in “Other pitches” if the involvement of the local agency is low (reason 4) • Pitches (or closed reviews) over $2m with identified incumbent agency and eventually contenders become Key pitches over $8m. • Moves over $8m without identified pitch or review are accounted for as Key moves. Other moves are not taken into account. Digital assignments = DIG; ret retention; ext extension; con consolidation. Date of announcement – and not of effective work- is retained. Not taken into account: because of lack of details (incumbent or contenders) or agencies not part of the top players studied by RECMA

Numbr grades Media Balance WINS (138 of which 12 retentions) DEPARTURES points 2012 agency

104 Other pitches 11 Key wins wins (Number of wins 37 Key pitches 41 Other pitches over $2m pitches minus minus & departures = over $8m & key moves over $8m over $8m & key moves depart depart activity) 3 pts each 1 pt each 1 pt each 3 pts each •Ehrmann (food) $10m from MEC contenders: MEC •ret Unilever $175m 2 pts MEC declared no pitch / Key contenders: Mindshare move •ret Beeline channels planning •Ecco (clothes) e.$7m planning $20m (Jul) 2 pts (Dec) contenders: Mindshare, from MEC OMD/PHD contenders: Easy Media, Media +13 13-0 A+ Initiative (9) •ret Beeline TV buying $70m Instinct (Oct.) 2 pts •Mercedes-Benz $28m contenders: Carat, MediaVest from MEC • ext. Beeline tactic plan.+ buy. contenders: Carat DIG 2 pts •Lamoda (internet, retail) $2m $10m in 2012 from Independent agency from FCbi contenders: MEC, FCBi contenders: PHD •Unicredit buying $2m from Mozaic contenders: Progression •Leto Bank $10m New bank contenders: Aegis, GroupM •Rostelecom $3m radio,print,indoor (dec) from ZenithOptimedia •May (food) $10m (TV) contenders: ZO contenders: MEC •MTS $40m (partly) -strat. plan. & comm. all •Red Bull $5m •Mars/Wrigley CIS $18m media from OMD MD OMD AMS (9) contenders: MPG, Mindshare to Mindshare +13 14-1 A+ Contenders: Starcom Incl DaVinci -OOH, ambient contenders: Carat, from Maxima Mindshare •Datsun $14m •Prodo $5m From New From MediaVest Contenders: WPP Close review •HTC e$8m from ZenithOptimedia contenders: ZO ZO declared no local involvement in the global pitch process. •ret OTTO Group $18m 2 pts •ret Nokian Tyres $5m contenders: OMD OM, contenders: OMD OM, Starlink ZenithOptimedia •Stage Entertainment $5m •ret. Heinz d.$17m all media from inhouse •Home Credit $5m planning except OOH 2 pts contenders: MediaCom & Air to ZO contender: Media Instinct (BBDO group). contender: Aegis, Mediacom OOH went to Media Instinct. •ret Bonduelle $2m •Shreya (pharma) $2m

+11 13-2 A Ad’Oclock (10) e$1m contenders: Starlink from Media First •Gazprom Neft $15m •Omega Pharma $3m DIG contenders: Media First from OMD OM contenders: MEC, Initiative, not taken into account contenders: OMD OM, ZO, MPG, Prior • Heinz (Buy+print+OOH) $1m ZenithOptimedia not taken into account •ret Polpharma d.$12m •Vitek d.$11– contenders: contenders: FCB, Sorec 2 pts Prior, MediaPlan , ACG

T18-Russia Compitches grades 2012 calculation (2/6)

Numbr grades Balance points 2012 Media agency WINS (138 of which 12 retentions) DEPARTURES Other pitches over 41 Other wins wins 37 Key pitches 11 Key pitches (Number of wins & $2m pitches minus minus over $8m over $8m departures = activity) & key moves over $8m depart depart 3 pts each 3 pts each & key moves 1 pt each 1 pt each •Sol pro $5m From Maxus Contenders: Maxus, Vizeum •Warner Bros $15m From PHD Transfer within the group without pitch •Orchakovo (drinks) $7m •Materia Medica $17m From Europublicity (june) Contenders: Aegis, Mliner From local agency •Bacardi Martini $4m DIG •Google $7m Contenders: OMD OM, From local agency to confidential agency +11 12-1 A Media Instinct (9) Carat Contenders: ZO, OMD OM, contenders: VivaKi , •Ecco (Clothes) $10m (jan) MEC Vizeum From Immedia •Mitsubishi $3m DIG Contenders: Initiative, From Adwatch OMD OM Contenders: Adwatch •Alfa Insurance $4m From PHD Contenders: Carat, FCB MA not taken into account •Heinz $1m OOH from Ad O’Clock contenders: Ad O’Clock •MTS $5m (partly) •Megafon $50m planning •ret Volvo $8m partly OOH -strat. plan. & comm. from Carat all media •Guthy Renker (pers.care) to OMD AMS contenders: Carat, Maxus $6m •Media Markt (retail) contenders: MPG, from Cream de la Cream d$45m Mindshare (independent) from Optimum OMD The agency declared contenders: Cream de la Cream OMD Media contenders: Optimum OMD, not having taken part • Metro C&C d$15m +10 13-3 A Initiative, MediaCom to the pitch Direction (10) from Maxus •Sportmaster/O’Stin •Sportmaster (retail) contenders: Gallery, EMG, d$25m TV $2m print buy Maxus from Maxus to Vizeum contenders: Zenith, Maxus •Zepter(Home) $2m contenders: Vizeum from ACC •Vesna (cosmetics) contenders: ACG, Strong $2m TV to LBL contenders: LBL •ret Doshirak (food) e$7m TV contenders: Sorec Media •Home Credit $7m planning from Ad O’clock contender: Aegis, Mediacom •EFKO (food) e$6m from Dentsu Smart contender:Dentsu Smart, Carat, •OBI (retail) d.$25m Allen Media from Carat •Yandex (internet, search •HTC $5m contenders: Carat, and an engine) d$6m to OMD AMS undisclosed agency from In-house contenders: ZO contenders: Initiative ZO declared no local •ext Rostelecom $40m 2 pts won the account for 2012 Q4 involvement in the global ZenithOptimedia pitch process +10 12-2 A TV buying and won separately the 2013 (11) contenders: LBL budget. •Rostelecom $3m •Galderma (pharma) $5m TV radio,print,indoor ZenithOptimedia is Buy from Aaron Lloyd to OMD AMS handeling the Planning contender: 4 agencies not contenders: OMD AMS since 2011 disclosed

•Merz (pharma) $5m

from LBL contender: Media ways, Sovero ZenithOptimedia won the account for 2012 Q4 and won separately the 2013 budget. •Capital Group (real estate) d$2m print, indoor, radio buy no previous agency contenders: not disclosed

T18-Russia Compitches grades 2012 calculation (3/6)

Numbr grades Media Balance WINS (138 of which 12 retentions) DEPARTURES points 2012 agency Other pitches over wins wins (Number of wins & 37 Key pitches 11 Key pitches 41 Other pitches $2m minus minus departures = over $8m over $8m & key moves over $8m & key moves depart depart activity) 3 pts each 3 pts each 1 pt each 1 pt each •ret. General Motors $65m 2pts contenders: Starcom, OMD OM, Mediabrands •ret. Megafon $30m buying •SAKS (toys) $7m OOH+ DIG 2pts from PHD contenders: OMD MD, Starcom contenders: PHD, MediaCom •Johnson &Johnson •Sportmaster (retail) $2m $85m •ret. Perfetti van Melle $9m 2pts print buy from OMD AMS to Primus/GroupM •Leroy Merlin $5m contenders: Starlink, PHD contenders: Maxus contenders: Carat, OMD, •Detskiy Mir (retail) $3m DIG Mediabrands from PHD •ret. Pochta Rossii (public) Vizeum (15) • Megafon $140m contenders: PHD +10 18-8 A $30m 2pts from Media Stars contenders: Media Stars, -TV to Starcom $71m open pitch •Diageo d$5m Maxima/Mindshare -planning to OMD MD from Starcom •ret Mareven Food Central / •ret. Bunge (food) $4m $50m contender: Starcom Rollton d.$18m 2pts contenders: Aegis, Maxus, contenders: LBL, OMD AMS, contenders: OMD OM •AGAMA (FMCG) d.$3m Starcom, OMD MD Mindshare New •ret. Lenta (retail) $7m 2pts contender: Mliner (3 pitches same date) contenders: Allen, Starlink, MediaLect, ACG, Maxima

•Unipharm $3m from Prior contenders: Prior, Aegis, OMD OM •ret Eldorado (retail) DIG d.$4m contenders: ? •Ehrmann (Food) $5m •ret May Tea/Sara Lee d.$5m to Initiative non TV p+b MEC declared no pitch contenders: OMD AMS •Zambon (pharma) $5m •Kesko (retail ) d.$10m / $4m to Havas Media •Johnson &Johnson d.$85m to from Starlink MEC declared no pitch Primus/GroupM contenders: Starlink, OMD OM +6 9-3 B+ MEC (10) •Mercedes-Benz $5m contenders: Carat, OMD, •ret Vympelcom (telecom) $3m Mediabrands to Initiative press buying contenders: Carat contenders: ADV, Publicis Ended contract following •Ryaba (food) e.$7m advertiser decision to from Aegis handled the process in- contender: OMD, Aegis house

not taken into account •Ecco (clothes) $1m in Feb. BIOM event project No pitch •ret Amway (retail) DIG d.$2m contenders: Ogilvy, BBDO •Petelinka (food) $3m contenders: LBL, PHD, Prior Immedia •Group “Cherkizovo” (food) $3m New •Dr Reddy’s (pharma) $7m contenders: LBL, Immedia, to confidential known Prior agency •Snezhnaya koroleva $8m •Ulmart (retail) $5m OOH contenders: MediaPlan, (OOH, Print) Prior, Rost, MediaCom, Air OMD from Beta 8-2 B+ From PHD, Sovero contenders: Media Instinkt, •Materia Medica $2m +6 (8) Mediaplan Contenders: OMD MD, Carat, Beta print (Dec) Sovero •Ekaterinburg Zhirovoy to: confidential known Kombinat (public) $6m TV agency Open pitch contenders: MediaPlan contenders: WPP, Konstract •Materia Medica $4.5m print (Feb) from Target contenders: Target, Aviator

T18-Russia Compitches grades 2012 calculation (4/6)

Numbr grades Media Balance WINS (138 of which 12 retentions) DEPARTURES points 2012 agency 11 Key wins wins (Number of wins 37 Key pitches Other pitches over $2m 41 Other pitches pitches minus minus & departures = over $8m & key moves over $8m & key moves over $8m depart depart activity) 3 pts each 1 pt each 1 pt each 3 pts each •ret M.Video (all media+ DIG)) $77m 2 pts Contenders: Maxus, Starcom, OMD OM, Initiative •Ipsen (pharma) $4m •Pharmstandart $90m from Stars&Stars •OBI (retail) $15m •Pernod Ricard d$9m from Optimum Media OMD contender: Stars&Stars to ZO to PHD +6 10-4 B+ Carat (7) contenders :Optimum Media •R-Telecom $7m contenders: ZO, and an contenders: PHD, MediaCom OMD, OMD Media Direction, from direct client undisclosed agency Strategist Media, Initiative contenders: Maxus and other •Ebay $10m undisclosed agencies No previous agency – in-house contenders: Mindshare, OMD OM •ext regional coord. Fiat $6m contender: Ad’O Clock • Detskiy Mir (retail) $7m offline from Starlink contenders: Starlink •Frey Wille (luxury) $2m from Traffic contenders: Traffic •Mail.Ru (internet) $5m from Starlink •Sportmaster $25m contenders: Allen media, Starlink TV •Sol pro $5m •Moccona/Sara Lee$2m To OMD MD to Media Instinct •ret Sberbank $80m 2 pts from MD OMD (Media Instinct) contenders: Maxus, Vizeum contenders: Carat, Media Instinct contenders: Zenith, •OSTIN(pers.care) $7m +5 13-8 B+ Maxus (16) Contenders: MPG, Initiative, •Sportmaster Radio $2m OMD MD TV OMD MD, OM OMD, Vizeum From Direct client buy •Metro C&C $10m contenders: Carat, OMD, From Maxus to OMD MD •Lumene $2m Contenders: Gallery, contenders: Zenith, Maxus previously in-house EMG, Maxus close review – unknown ag. •EL FRESCO $2m from local media agency contenders: Carat •ret. Gulliver $2m contenders: Starlink, Movie •ret. ANVI Labs $2m contenders: Aegis •ret.Tetra Pak $2m close review with unknown ag. •Diageo d$5m from Vizeum contender: Vizeum •Heineken $5m in 2013 •Megafon (telecom) $71m TV from Havas Media +5 5-0 B+ Starcom (3) from Carat contender: Havas Media contenders: Carat, Maxus After Global pitch alignment in 15 key countries. Locally, following the law on Alcohol products advertising, the adspend 2013 decreased drastically. •Red Bull $7m from OMD AMS contenders: Carat, OMD AMS •Heinz Buy+print $2m (march) from OMD AMS •VTB24 $10m TV Buy contenders: Carat, OMD AMS from Dentsu Smart not taken into account +5 5-0 B+ Mindshare (4) contenders : Carat, Optimum Carlsberg/Baltika strategic OMD planning. due to the new legislation banning alcohol from the majority of advertised media the contract ended shortly

T18-Russia Compitches grades 2012 calculation (5/6)

Numbr grades Media Balance WINS (138 of which 12 retentions) DEPARTURES points 2012 agency Other pitches over wins wins (Number of wins 37 Key pitches 11 Key pitches 41 Other pitches $2m minus minus & departures = over $8m over $8m & key moves over $8m & key moves depart depart activity) 3 pts each 3 pts each 1 pt each 1 pt each •Toshiba $2m TV from Maxima contender: Maxima •Shiseido $7m from MediaCom contenders: Havas Media •Aeroflot $4m Project Direct placement contenders: MLiner •BinBank $2m from Maxima contenders: Maxima •Bayer $37m •Mattel $5m To PHD

+4 7-3 B+ MediaCom (8) •Soglasye (insurance) $3m contender: PHD from MLiner audit: Ebiquity contenders: MLiner •Seat $8m from na – global alignment not taken into account Under the threshold or no details: •DeLonghi $2m • Norge $1.5m • HomeCredit Bank against MediaNet •Galderma $1.5m no details •Hermes $4m New – managed by Jamilco •Pharmstandart $90m distributor before To Carat Contenders: Mindshare, PHD •Technosila $ 16.5 (all media) contenders :Optimum From PHD •Galderma (pharma) $2m Media OMD, OMD Media DIG Contenders: PHD Direction, Strategist Media, from LBL Initiative OMD Optimum •Sony (Electronics & contenders: LBL Playstation) $8.5m (all media) •Gazprom Neft $15m 12-9 B+ (9) •Yota $5m TV, OOH to Ad’Oclock +3 Media Contenders: Media Arts, from Starlink contenders: OMD OM, Incl M2M Mindshare, contenders: Starlink, Ad’Oclock •Forex Club $10m Mindshare •Media Markt $10m Contenders: Starlink, Ad’O not taken into account from Optimum OMD Clock Under the threshold or no details: contenders: Optimum •knauf Insulation <$2m OMD, Initiative, Frito-Lays consolidation with MediaCom PespiCo •Leroy Merlin $5m from Vizeum contenders: Vizeum •Pernod Ricard $7m from Carat contenders: Carat, MediaCom •Warner Bros $15m •Intouch RSA (financial) $6m To: Media Instinct from MediaVest Transfer within the group •Bayer $37m • SAKS (toys) $8m contenders: MediaVest without pitch from MediaCom to Vizeum •Bank Russian Standard +3 8-5 B+ PHD (9) contender: MediaCom contender: Vizeum, (partly) $2m •Alfa Insurance $4m audit: Ebiquity MediaCom from StarLink To Media Instinct contender: UM, StarLink Contenders: Carat, FCB •GFD (soft drinks) $4m MA from New contenders: Core Advertising, not taken into account •Wild Orchids (retail) $5m from na •Shreya (Pharma) $2m from AdO’clock contenders: AdO’clock •Moscow Jewelry Plant $2m TV •Tornado (drinks) $2m +2 3-1 B+ Media First (4) From In-house To Havas Media Contenders: Aegis Media, contenders: Havas Media Media Arts FCB •AFI Grp (Financial) $3m From In-house Contenders: LBL, Starlink

T18-Russia Compitches grades 2012 calculation (6/6)

Numbr grades Media Balance WINS (138 of which 12 retentions) DEPARTURES points 2012 agency 37 Key 11 Key wins wins Other pitches over $2m 41 Other pitches (Number of wins pitches pitches minus minus & departures = & key moves over $8m & key moves over $8m over $8m depart depart activity) 1 pt each 1 pt each 3 pts each 3 pts each •ret Evalar $3m print contenders: Aegis Media •Vesna (cosmetics) $2m part TV •Merz (pharma) $5m from LBL to ZO LBL Comm. contender: LBL contender: Media ways, Sovero +2 4-2 B+ •Bridgestone $3m •Galderma (pharma) $2m DIG (6) from Dentsu-Smart from OMD Optimum Media contenders: not disclosed contenders: OMD Optimum Media •Glenmark (pharma) $1m TV,internet, indoor from na contenders: not disclosed •Sadi Pridonia (partly accord brand) $2m from Target Media •EFKO $3m Close review to ZO •Avva Rus (pharma) •Arnest (Picnic brand) $2m contenders :ZO, EuroPublicity, $12m from Media Plan Close review •VTB24 (financial) Alen Media Dentsu-Smart From AARON LLOYD, Cyprus tourism organization $3m $10m TV Buy •Playstation/Electronics $1m +2 8-6 B+ (10) Lux media from StarLink Close review contenders : Carat, TV, Print Contenders: ZO, Target •ret Askona $10m no details key Optimum OMD To Starlink, OMD OM Media move Contenders:StarLink,Mliner •ret Renaissance Credit $5m non •Bridgestone $3m TV to LBL contenders: LBL contenders: not disclosed not taken into account Under the threshold or no details: •ret Nycomed (pharma) $20m 2pts • ret Burger King $1.5m

+2 2-0 B+ UM (1) contenders: Maxus, •ret CTC $20m no pitch details Carat, OMD •ret Svyaznoy $31m no pitch details •Aeroflot $10m Previously direct placement Open pitch Arena •Shiseido $2m +1 2-1 B •Bank Russian Standard (partly) to MediaCom MagicBox (3) $2m contenders: MediaCom from Starlink contender: Starlink •Heineken $5m in 2013 •Zambon (pharma) $5m to Starcom from MEC contender: Havas Media Havas Media contender: Aegis Media After Global pitch alignment in 15 2-1 B +1 (3) •Tornado$2m key countries. from Media First Locally, following the law on contender: Media First Alcohol products advertising, the adspend 2013 decreased drastically. •ret Beeline $5m transport buy •Intouch RSA (Financial) d$3m (feb) to PHD contender: Initiative contenders: PHD 2-2 B MediaVest (4) 0 •ret Beeline $5m transport buy •Prodo d$2m (dec) to OMD AMS contenders: Initiative, Maxus Close review •Detskiy Mir (retail) $10m to Maxus Contenders: Maxus •Zolla (retail) €2m TV, Radio from in-house •Bank Russian Standard $4m contenders: Maxus, Prior, ArtCom from to Havas Media •Sony entertainment $1m OOH contender: Havas Media •Honda from dentsu (partly accord brand) $2m -2 4-6 C Starlink (10) contenders: Dentsu, M-liner • Kesko (retail )$2m •Schneider Electric $2m (internet, to MEC OOH, print) contenders: MEC, OMD OM From in-house • Mail.ru $5m •Mr Doors (furnitures) $3m to Maxus From in-house contenders: Allen media, Maxus • Yota (telecom) $2m TV , OOH to OMD OM contenders: Starlink, Mindshare

42-RUSSIA RECMA report – June 2012 - The Competition Copyright © 2012 RECMA Reports | All Rights Reserved | Content Cannot Be Reproduced Without Written Permission RECMA Inc. NY • • RECMA SA Paris •[email protected] - • www.recma.com • July 25 N-eud

T18- Russia Compitches grades 2011 calculation The 1st column gives the balance Wins-Departures (Key pitches count for 3 pts vs Other pitches & Key moves for 1pt). • Key international pitches are reported in “Other pitches” if the involvement of the local agency is low (reason 4) • Pitches (or closed reviews) over $2m with identified incumbent agency and eventually contenders become Key pitches over $8m. • Moves over $8m without identified pitch or review are accounted for Key moves. Other moves are not taken into account. Digital assignments = DIG; ret retention; ext extension; con consolidation. Date of announcement – and not of effective work- is retained. All account moves announced from Jan 1st 2012 are evaluated in each domestic report in the “Local pitches Trend” column, part of the Qualitative Evaluation (table T100)

Balan Numbr grades

ce points 2011 Media agency WINS (96 of which 20 retentions) DEPARTURES (30) wins wins 37 Key pitches Other pitches over $2m Key pitches Other pitches (Number of wins & minus minus departures = activity) over $8m & key moves over $8m over $8m & key moves depart depart 3 pts each 1 pt each 3 pts each 1 pt each • MTS (telecom) planning • BNS Gr (fashion retail) • ret Rosno/Allianz • Astellas (pharma) OMD Media • Sportmaster (retail) ooh, print • Pravoye Delo partly •Dr Reddy’s +13 17-4 A • Frutonyanya • Life (financial) partly Direction + DIG (Food) partly • NMZHK Ryaba (food) (pharma) • TV3 • Life Gr (finance) • TNK-BP • Sportmaster (retail) TV • Metro • Karcher (home) • Wimm Bill Dann • SC Johnson Cash&Carry (retail) • Wimm Bill Dann +13 15-2 A Maxus • Castorama (PepsiCo) • ret (PepsiCo) plan partly SolPro (food) • R-Telecom • BMW • Oriflame (cosmetics) • Slando (internet) • Honda

+12 14-2 A Carat • ret Philips • ret IPSEN (pharma) • Arnest (home) • Alfa-Bank (finance) • Evalar (pharma) • Trust Bank ret JTI (Tobacco) • ret Lenta (retail) +12 11-0 A Vizeum • • ret Zott • Lenovo (electronics) • Life (financial) partly • ret Aquion (pharma) partly • ret Orimi Trade (food) • Miratorg (food) partly +11 11-0 A Starlink • ret Rusagro (food) • ret Tsentrobuv (retail) • Honda • Sony Ericsson • Aquanika (water) +9 9-0 A PHD • ret Technosila (home) • DeLonghi (home) • Valio (FMCG) • MTS (telecom) partly • ret Prodonje ( juices) •Sportmaster • ret Henkel Group • Ingosstrakh (finance) OMD Optimum (retail) ooh • (auto) • Nintendo (games) +8 11-3 B+ Gazprom Neft &SM •Metro Cash&Carry Media • Bosch auto aftermarket • Wimm Bill Dann (PepsiCo) 2pts • Orkla (food) • Shreya (Pharma) • ret Otto Group (retail) • Gosloto (lottery) • Castorama (retail) • World Class (Fitness +8 10-2 B+ Ad’Oclock • Monex Trading (retail) • TNK-BP • RosselhozBank center) • Rostelecom (telecom) partly • ret raiffeisen Bank (financial) • Kopeika (retail) +7 8-1 B+ ZenithOptimedia • Coty TV buy • Asus (electronics)

• VTB 24 (Bank) partly • MTS (telecom) • Suzuki (Automotive) • Pasabachce plan •Campari Group DIG +5 11-6 B+ Mindshare (houseware) •RosInter (restaurant) • RitterSport •Oriflame • Russian Alcohol partly (food) partly (cosmetics) • Capital Group (devpt) DIG +5 6-1 B+ MediaCom • ret Tele2 (telecom) • Reserved (fashion) • Kenwood (home) • Seat (automotive) partly • Dinamico (pharma) • OTP Bank +4 5-1 B+ Media First • KRKA (pharma) • Orkla (food) • Wrigley (food) DIG • ret Mars (food) • Dixy (retail) +4 5-1 B+ MediaVest • GAP (Clothing) •Pokerstar (online) • May tea (food) • Sony Ericsson +3 7-4 B MEC • Amway (Personal Care) • Avito.ru (e-commerce) • Valvoline (Oil) • Novartis • Ret VTB 24 (Bank) partly • OTP Bank VTB 24 (Bank) partly +3 4-1 B Initiative • ret Rosticks (partly) • Kalina (Unilever) • May (Soft • Rostelecom Drinks) partly (telecom) partly • CTC (media) +3 4-1 B OMD AMS • Red Development • Tallink (travel) (construction) • Merz Pharma • Rostelecom +2 2-1 B LBL Comm. (2) • RTK (telecom) (telecom) partly • Rosneft (energy) • Evalar (pharma) • Diksi (retail) +1 7-6 B Arena MagicBox • Actavis (pharma) • Alfa-Bank • Sportmaster • Samsung (retail) TV 0 6-6 B Starcom • Novartis • Gazprom Neft +SM • Kopeika (retail) • Burger King • Trust Bank 0 4-4 B UM • CTC (media) • ret Exxon • SC Johnson • KRKA (pharma) • ret Progress (food) partly • ret Deka (soft drinks) • Sinergia • progress (food) partly 0 8-8 B OMD Mediaplan • Dr. Reddy’s (pharma) • Arnest (home) (alcohol) • Norwegian Seafood ret TV TV buy -1 3-4 C MPG • Reckitt Benckiser • Coty Export Council • Lenovo • 3M (consumer goods, B2B) • BMW (auto) • Renaissance Credit (financial) -4 5-9 C Dentsu-Smart • Ret VTB 24 (Bank) partly • Amway (PersCare)

42-Russia RECMA report - Sept 2011 - The Competition Copyright © 2011 RECMA Reports | All Rights Reserved | Content Cannot Be Reproduced Without Written Permission RECMA Inc. NY • RECMA SA Paris • [email protected] –[email protected] • www.recma.com • Jan 06 -2011-N

T18- Russia Compitches grades 2010 calculation Key pitches (or closed reviews) and key moves listed are over $5m. Key pitches with international decision and low local involvement are st with * and listed in the column “other pitches”; digital assignments = DIG ; ret retention; ext extension; con consolidation. The 1 column gives the balance Wins-Departures (the key pitches count for 3 pts vs. 1pt for other pitches & moves). Revised grades are underlined. WINS (74 of which 16 retentions) DEPARTURES (33) Balance number Comp- wins iches Media agency 2 key 4 key wins – 38 key 17 key 11 other minus grades (107 pitches & 34 other pitches moves moves depart. depart 2010 moves) pitches 1 pt each no pitch pitches pitches no pitch 3 pts each 1 pt each 3 pts each 1 pt each 1 pt each •Hochland •Lenta •Rollton (Mareven) •Eldorado •Renaissance Credit •Leroy Merlin 0 •Heineken 0 0 +10 19-9 A Vizeum (12) •Avito.ru •Russian Post •Sportsmaster TV buy •Bunge •KDV Gr. •OBI •Honda partly +9 12-3 A Carat (7) •BSGV bank •Beaufour Ipsen 0 •L’Etoile TV 0 0 •De Agostini •Arla Foods* •ret Tsentrobuv •ret Aquion •ret Clarins +9 10-1 A StarLink (9) •Detskiy Mir TV & radio •Discovery •Zelmer 0 0 0 •Savage •Uniastrum Bank •Vashe Zoloto •ret Farmstandard •ret Media Markt •ret United •Sportmaster OOH 0 •Raiffeisen Bank 0 0 +9 12-3 A Optimum OMD (7 •Confectionary •Frutonyanya •ret Metro Cash & Cary •Sportsmaster TV buy •Sky Link DIG •consol Kraft 0 •Doshirak 0 +8 9-1 A Starcom (6) •Gazpromneft; •consol Cadbury* plan •Eldorado •ret Beiersdorf •Rollton (Mareven) •Health Ministry 0 0 0 +7 13-6 A MEC (7) •MEGA •Danone •Mercedes •Mitsubishi / Rolf; •Hasbro; •SunInBev OOH; 0 •Mercedes •Pokerstar 0 +7 11-4 A OMD MD (7) •VTB24 partly •Rosno / Allianz •Sky Link OOH & TV •Metropolis 0 0 0 0 +7 7-0 A APR Media (3) •L’Etoile TV •ret MTS TV Buy +6 9-3 A MPG (4) •Heineken 0 0 •Rosno / Allianz 0 0 •Danone •Mitsubishi •ret Unilever OOH •MEGA •Beeline / Evroset nat TV •Sky Link plan 0 +6 10-4 A Initiative (8) •consol •Zelmer •ret Indesit Cadbury* •Gazprombank •Savage 0 •Arla Foods* 0 +6 7-1 B+ MediaPlan (4) •Arla Foods

•VTB24 press buy •Bunge •Pfizer •Kraft DIG 0 0 +4 6-2 B+ MediaCom (6) •Bayer* •Hasbro •ret MTS telecom plan, +4 6-2 B+ Mindshare (4) print & radio; 0 0 0 •Bork print buy •Kraft plan •Suzuki +3 3-0 B+ Dentsu Smart (1) •ret Sony 0 0 0 0 0

0 1-1 B Arena MagicBox (2 0 •Shiseido 0 0 •Metropolis 0 •Solpro reg. TV •ret Prodo; 0 0 0 •Beeline radio 0 0 2-2 B MediaVest (4) •Mead Johnson buy •ret Tetrapak; Solpro; •Beeline / Evroset 0 0 0 0 0 3-3 C Maxus (4) •Beeline radio buy national TV

•Mitsubishi; •Nycomed •ret SunInBev tv partly 0 •Bayer* 0 -3 4-7 C UM (4) •SunInBev OOH •OBI -5 4-9 C ZenithOptimedia(5 •Raiffensen Bank •ret Sanofi-Aventis* 0 •Hochland 0 0 •Nycomed •Gazpromneft 0 •Mondi 0 0 0 -5 1-6 C PHD (3) •KDV Group

C-MOMENTUM

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• T21a/b -Client portfolio values (CPV) as of Febr 2015 - Billings growth y-o-y in absolute figures m$: CPV Febr 2015 vs. 2012

• T6/ T6 Short -Industry shares growth as of Febr 2015 vs. 2011 (overall billings)

• T40 - Changes to the top management over 18 months

• T41 - Awards based on international and local awards with a high recognition by the industry

• T16 –New Business Activity – 3 years summary / previously Participation to local pitches

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42- Russia RECMA report - March 2015 - Momentum Copyright © 2015 RECMA Reports | All Rights Reserved | Content Cannot Be Reproduced Without Written Permission New York • [email protected] • London • Paris RECMA SA- [email protected] • www.recma.com – March26, 2015

T21a- Portfolio Growth 2015 at Febr. 2015 BY DECREASING ORDER OF THE AD SPENDS BALANCE / CHANGES

43 Ferrero National TV -9 Merz 16 Heinz -4 Expert Retail 15 Merz -7 Solnechniye Producti 8 GFD (Global Functional Drinks) 15 Formula 6Boiron 6 Billa Media Instinct / OMG 121 4 Roomer 4 Megafon 4Intouch 7 Tata Beverages 2 Medical One Group 3 Rostelecom Moscow 3 Fix Price retail 3 Otto Group 2 Maria Kitchen 28 Tele2 -16 Rostelecom TV Buying 16 X5 Retail -14 Shneznaya Koroleva 15 L'Etoile -9 Valio 17 Merck -5 Sony Mobile 3 Quelle Otto Group -6 Boiron 8 Rostelecom OOH -3 Intouch 5 Stage Entertainment -5 GFD PHD (including MediaWise/ 115 17 Gloria Jeans OMG 16 Kia digital 24 Takeda 10 Bank Ugra 5CIAN 4 Versace 2,5 Veres 2 Sokolov 25 VTB 24 (TV) -30 Ferrero National TV 26 L'Oreal Luxury Division -15 Abbott 35 X5 Retail group part -6 Megafon Reg Tv 10 Sun Inbev -5 VTB 24 (OOH) 7Zambon -5 Mareven 4 Ingaron Vizeum / Dentsu Aegis Network 109 3 Crate & Barrel 30 Rostelecom TV Buying 11 Food union 7 Yves Rocher 6 Shiseido 6Leto Bank 42- Russia RECMA report - March 2015 - Momentum Copyright © 2015 RECMA Reports | All Rights Reserved | Content Cannot Be Reproduced Without Written Permission New York • [email protected] • London • Paris RECMA SA- [email protected] • www.recma.com – March26, 2015

T21a- Portfolio Growth 2015 at Febr. 2015 BY DECREASING ORDER OF THE AD SPENDS BALANCE / CHANGES

7 K-Rauta -11 SCA Hygiene

4Glenmark Iglo (for information) Carat / Dentsu Aegis Network 69 3 BSN Group 14 STS 10 S7 Airlines 9 Mattel 5 Linzmaster (dig) 6 Rostelecom OOH 47 P&G (B of non-TV media) -4 Heineken Starcom SMG/ VivaKi 60 7 Solnechniye Produkt 10 Megafon OOH (shared) 8 Mail.ru 30 Autovaz OMD Optimum Media / OMG 60 10 Avito 7 Sony Electronics (internet) 5 Tushino 2018 10 SDS Food -13 Merck Sharp 37 Sportmaster TV+print+radio -7 May Company (d) 7 Ma Magazine (d) -4 Leto Bank 7 VTB Bank of Moscow (digital) OMD AMS / OMG 57 5 VTB 24 (Ooh) 5 S7 Airlines 5 LSR Group 5 Hals Development 42- Russia RECMA report - March 2015 - Momentum Copyright © 2015 RECMA Reports | All Rights Reserved | Content Cannot Be Reproduced Without Written Permission New York • [email protected] • London • Paris RECMA SA- [email protected] • www.recma.com – March26, 2015

T21a- Portfolio Growth 2015 at Febr. 2015 BY DECREASING ORDER OF THE AD SPENDS BALANCE / CHANGES

The RECMA Portfolio Growth 2015 consists in providing a hierarchy (in volume) of the media agencies at Febr. 2015 reflecting the impact of the major account moves announced in 2014/2015 Transfer intra group are not taken into account for the balance calculation. Balance major moves 2014/2015 (>$2m) wins vs. based on RECMA adjusted TAM ADEX figures 2012 Agency brands / Groups losses 2013-15 Balance based on date of announcement) $m WINS DEPARTURES 10 Mareven -30 Sportmaster TV+print 9Valenta -8 Mareven 9 May Foods 8 Moscow Credit Bank 18 Hayat OMD Media Direction / OMG 47 7 Turkish Tourism 6 Yota Phone 8 Honda 5Turkish 5 Otto Group 40 Sportmaster TV+print -8 SDS Food 15 Gazprom Neft -30 Sportmaster 6 Rusagro -5 O'stin (Tv, press, radio) Maxus / GroupM 29 3 Megafon (Reg. TV) 3 Deka Nicola 5 Avgur Estate 20 Abbott -10 Binbank Starlink SMG/ VivaKi 15 5 Stockmann -3 Chery Auto House 3 Adela Holding 5 Russian Standard -3 Ascona 8 Zodchiy -3 Bridgestone Dentsu Smart / Dentsu Aegis Network 14 2 Citilink 3Implozia 2 Total Vostok 9 Ostankino -7 Valenta 5 LG Electronics -10 Rosneft Arena MagicBox / Havas 6 3 Hilding Anders 3Alef 3Ascona 10 Aeroflot Local -3 Vesna LBL Comm. / Independent 3 -4 Glenmark 40 Mars-Wrigley planning -47 P&G (B of non-TV media) 33 GSK -18 Tele2 MediaCom / GroupM 2 10 Teva -9 Mattel 5 Sony Mobile -10 Aeroflot local -2 Alpari 25 Daimler AG/Mercedes Benz -23 OBI 18 20TH Century Fox -26 L'Oreal Luxury ZenithOptimedia / VivaKi 1 13 Merck Sharp -17 Merck 11 SCA Hygiene -5 BNS 5 Yota Phone 10 Detskyi Mir -7 Zambon 4 Gazprom Bank -10 Aeroflot Intl 5Iglo -2Turkish Havas Media / Havas 1 3Ozon -16KIA 5 Concept Group 9 Binbank -6 Afimall Media First / Independent -6

T21a- Portfolio Growth 2015 at Febr. 2015 BY DECREASING ORDER OF THE AD SPENDS BALANCE / CHANGES

T21b- Client Portfolio Values (CPV) at Febr 2015 BY DECREASING ORDER OF THE AD SPENDS BALANCE / CHANGES

The RECMA CPV Febr 2015 consists in providing a hierarchy (in volume) of the media agencies at March 2015 reflecting the impact of the major account moves announced in 2014/2015 and unto the above date (even if not effective immediately). These figures cannot be compared to the Buying billings 2013 since organic growth from existing clients as well as accounts split between agencies (when accounts are moving in the middle of the year) are not considered.

43 Ferrero National TV -9 Merz 16 Heinz -4 Expert Retail 15 Merz -7 Solnechniye Producti 8 GFD (Global Functional Drinks) 15 Formula 6 Boiron 6 Billa 4 Roomer Media Instinct / OMG 121 526 405 4 Megafon 5 4 Intouch 7 Tata Beverages 2 Medical One Group 3 Rostelecom Moscow 3 Fix Price retail 3 Otto Group 2 Maria Kitchen 28 Tele2 -16 Rostelecom TV Buying 16 X5 Retail -14 Shneznaya Koroleva 15 L'Etoile -9 Valio 17 Merck -5 Sony Mobile 3 Quelle Otto Group -6 Boiron 8 Rostelecom OOH -3 Intouch 5 Stage Entertainment -5 GFD PHD (including MediaWise/ 115 17 Gloria Jeans 295 180 OMG 14 16 Kia digital 24 Takeda 10 Bank Ugra 5 CIAN 4 Versace 2,5 Veres 2 Sokolov 25 VTB 24 (TV) -30 Ferrero National TV 26 L'Oreal Luxury Division -15 Abbott 35 X5 Retail group part -6 Megafon Reg Tv 10 Sun Inbev -5 VTB 24 (OOH) 7 Zambon -5 Mareven 4 Ingaron Vizeum / Dentsu Aegis Network 109 3 Crate & Barrel 479 8 370 30 Rostelecom TV Buying 11 Food union 7 Yves Rocher 6 Shiseido 6 Leto Bank 42- Russia RECMA report - March 2015 - Momentum Copyright © 2015 RECMA Reports | All Rights Reserved | Content Cannot Be Reproduced Without Written Permission New York • [email protected] • London • Paris RECMA SA- [email protected] • www.recma.com – March25, 2015

T21b- Client Portfolio Values (CPV) at Febr 2015 BY DECREASING ORDER OF THE AD SPENDS BALANCE / CHANGES

Key moves 2014/2015 (>$2m) Client Change Portfolio Buying 2015 vs. based on RECMA adjusted TNS figures 2013 Values Rank billings Agency brands / Groups Client list March CPV 2013 In Blue = moves 2014/2015 2013 In Black = moves 2013 not/partly impacted in the billings 2013 2015 $m $m WINS DEPARTURES $m 15 Russian Railways -5 Heinz TV 10 Aeroflot Intl -2 Otto 10 Moscow Metro -3 Rostelecom Ooh / cable 9 Valio 9 Magnit 8 Rive Gauche Ad O'Clock / Dentsu Aegis Network 81 7 Desheli 261 15 180 5 Shneznaya Koroleva (dig) 5 Vesna 3 Bittner 3 Valeant 5 Polysan 2 Dept of Transport 14 Shneznaya Koroleva -6 Rusagro Food 18 Megafon OOH (shared) -3 Deka Nicola 15 Megafon 7 Westfalika Mediaplan / OMG 70 7 Chery Auto House 162 20 92 6 Fond Podderzhki 5 Materia Medica 5 OPIN 2 Mebelnie Reformi 28 Microsoft -7 Gazprom Neft 10 Mastercard -4 S7 Airlines 10 Mareven Food -15 L'Etoile 7 K-Rauta -11 SCA Hygiene 4 Glenmark Iglo (for information) Carat / Dentsu Aegis Network 69 614 545 3 BSN Group 2 14 STS 10 S7 Airlines 9 Mattel 5 Linzmaster (dig) 6 Rostelecom OOH 47 P&G (B of non-TV media) -4 Heineken Starcom SMG/ VivaKi 60 7 Solnechniye Produkt 590 3 530 10 Megafon OOH (shared) 8 Mail.ru 30 Autovaz OMD Optimum Media / OMG 60 10 Avito 667 1 607 7 Sony Electronics (internet) 5 Tushino 2018 10 SDS Food -13 Merck Sharp 37 Sportmaster TV+print+radio -7 May Company (d) 7 Ma Magazine (d) -4 Leto Bank 7 VTB Bank of Moscow (digital) OMD AMS / OMG 57 300 243 5 VTB 24 (Ooh) 12 5 S7 Airlines 5 LSR Group 5 Hals Development 42- Russia RECMA report - March 2015 - Momentum Copyright © 2015 RECMA Reports | All Rights Reserved | Content Cannot Be Reproduced Without Written Permission New York • [email protected] • London • Paris RECMA SA- [email protected] • www.recma.com – March25, 2015

T21b- Client Portfolio Values (CPV) at Febr 2015 BY DECREASING ORDER OF THE AD SPENDS BALANCE / CHANGES

Key moves 2014/2015 (>$2m) Client Change Portfolio Buying 2015 vs. based on RECMA adjusted TNS figures 2013 Values Rank billings Agency brands / Groups Client list March CPV 2013 In Blue = moves 2014/2015 2013 In Black = moves 2013 not/partly impacted in the billings 2013 2015 $m $m WINS DEPARTURES $m 10 Mareven -30 Sportmaster TV+print 9 Valenta -8 Mareven 9 May Foods 8 Moscow Credit Bank 18 Hayat OMD Media Direction / OMG 47 497 450 7 Turkish Tourism 7 6 Yota Phone 8 Honda 5 Turkish 5 Otto Group 40 Sportmaster TV+print -8 SDS Food 15 Gazprom Neft -30 Sportmaster 6 Rusagro -5 O'stin (Tv, press, radio) Maxus / GroupM 29 229 200 3 Megafon (Reg. TV) 17 3 Deka Nicola 5 Avgur Estate 20 Abbott -10 Binbank Starlink SMG/ VivaKi 15 5 Stockmann -3 Chery Auto House 180 19 165 3 Adela Holding 5 Russian Standard -3 Ascona 8 Zodchiy -3 Bridgestone Dentsu Smart / Dentsu Aegis 14 2 Citilink 223 209 Network 18 3 Implozia 2 Total Vostok 9 Ostankino -7 Valenta 5 LG Electronics -10 Rosneft Arena MagicBox / Havas 6 3 Hilding Anders 126 22 120 3 Alef 3 Ascona 10 Aeroflot Local -3 Vesna LBL Comm. / Independent 3 133 130 -4 Glenmark 21 40 Mars-Wrigley planning -47 P&G (B of non-TV media) 33 GSK -18 Tele2 MediaCom / GroupM 2 10 Teva -9 Mattel 372 10 370 5 Sony Mobile -10 Aeroflot local -2 Alpari 25 Daimler AG/Mercedes Benz -23 OBI 18 20TH Century Fox -26 L'Oreal Luxury ZenithOptimedia / VivaKi 1 13 Merck Sharp -17 Merck 561 4 560 11 SCA Hygiene -5 BNS 5 Yota Phone 10 Detskyi Mir -7 Zambon 4 Gazprom Bank -10 Aeroflot Intl 5 Iglo -2 Turkish Havas Media / Havas 1 461 460 3 Ozon -16 KIA 9 5 Concept Group 9 Binbank -6 Afimall Media First / Independent -6 109 23 115 9 Merz -25 Daimler Mercedes 5 Sberbanlk leasing -7 Merz Initiative / Mediabrands -10 5 Nova Bank -3 Ozon 340 11 350 4 Beeline (Radio/Print) 2 Turkish Airlines 3 IKEA extension digital -5 S7 Airlines -2 K-Rauta MEC / GroupM -11 514 525 -3 Tata Beverages 6 -4 Avito.ru

T21b- Client Portfolio Values (CPV) at Febr 2015 BY DECREASING ORDER OF THE AD SPENDS BALANCE / CHANGES

42-Russia RECMA report March Copyright © 2015 RECMA Reports | All Rights Reserved | Content Cannot Be Reproduced Without Written Permission 2015 RECMA Inc. NY • [email protected] • RECMA SA Paris • [email protected] • www.recma.com • March25-2015

T 6- Russia Evolution of the industry shares at February 2015 versus 2011 based on Overall billings including Digital/ Interactive and Diversified services and compared to Client Portfolio Values (CPV) at February 2015

3-year evolution Industry shares of the industry buying billings growth CPV shares ind, shares 2013 ind, shares 2012 ind, shares 2011 Media organizations CPV changes overall activity overall activity overall activity % growth

February 2015 industry shares at 15/11 %%% at Febr15 févr-15 2013 2012 2011 2015/11 Febr15 % Agencies vs 2011 USD$ m USD$ m USD$ m USD$ m USD$ m

3,2 5,8 3,2 5,8 3,6 2,6 OMD Media Direction 603 47 556 340 212 184%

3,0 6,4 2,2 5,6 4,4 3,4 Media Instinct 661 121 540 419 272 143%

2,6 7,6 2,4 7,4 5,3 5,0 Carat 786 69 717 506 405 94%

1,8 3,2 0,8 2,2 1,5 1,4 PHD 329 115 214 141 113 191%

1,4 3,3 0,8 2,7 2,0 1,9 Ad O'clock 338 81 257 194 150 125%

1,3 3,6 1,0 3,3 2,2 2,3 OMD AMS 373 57 316 211 187 99%

0,8 1,8 0,2 1,2 1,0 1,0 Mediaplan 185 70 115 95 84 120%

0,5 1,4 0,7 1,6 1,1 0,9 Media First 147 -6 153 108 74 99%

0,4 2,1 0,4 2,1 1,7 1,7 Starlink 221 15 206 160 140 58%

0,1 1,4 0,2 1,5 1,3 1,3 LBL comm. 147 3 144 125 106 39%

-0,1 6,4 0,3 6,8 6,1 6,5 ZenithOptimedia 660 1 659 583 524 26%

-0,3 6,3 0,3 6,9 5,6 6,6 MEC 654 -11 665 536 536 22%

-0,3 2,8 -0,2 2,9 3,0 3,1 Dentsu Smart 293 14 279 290 251 17%

-0,4 7,0 -0,5 6,9 6,9 7,4 Starcom 723 60 663 659 599 21%

-0,7 8,0 -0,8 7,9 8,3 8,7 OMD Optimum Media 828 60 768 793 702 18%

-0,8 3,7 0,0 4,5 5,0 4,5 MediaVest 385 -46 431 478 367 5%

-0,8 4,8 -0,5 5,1 5,4 5,6 MediaCom 495 2 493 511 453 9%

-0,9 4,2 -0,5 4,6 5,8 5,1 Initiative 433 -10 443 557 412 5%

-1,1 1,4 -1,0 1,5 2,2 2,5 Arena MagicBox 147 6 141 209 200 -27%

-1,1 6,2 -1,8 5,5 7,7 7,3 Vizeum 638 109 529 735 588 9%

-1,5 3,2 -1,0 3,7 5,0 4,7 Mindshare 326 -27 353 472 378 -14%

-2,3 1,2 -1,3 2,2 2,9 3,5 UM Universal 127 -86 213 280 280 -55%

-2,4 2,7 -2,5 2,6 4,1 5,1 Maxus 279 29 250 389 409 -32%

-2,5 5,4 -2,1 5,8 7,7 7,9 Havas Media 562 1 561 734 637 -12%

100,0 - 100,0 100,0 100,0 Total 24 agencies 10 340 674 9 666 9 525 8 079 28% 9,4 28,8 6,6 26,0 21,0 19,4 Omnicom Media Group 2 979 470 2 509 1 999 1 570 90%

4,4 6,9 -1,0 1,5 2,2 2,5 Havas Media Gr 709 7 141 209 200 255%

2,6 19,9 1,1 18,4 18,1 17,3 Dentsu Aegis 2 055 273 1 782 1 725 1 394 47%

-1,0 19,2 0,1 20,3 19,7 20,2 Publicis / VivaKi 1 989 30 1 959 1 880 1 630 22%

-3,2 5,4 -1,8 6,8 8,8 8,6 Mediabrands 560 -96 656 837 692 -19%

-5,0 17,0 -3,8 18,2 20,0 22,0 GroupM 1 754 -7 1 761 1 908 1 776 -1%

7,3 97,2 1,2 91,1 89,8 89,9 Total 6 Groups of networks 10 046 677 8 808 8 558 7 262

42-Russia RECMA report - March 2015 - Momentum Copyright © 2015 RECMA Reports | All Rights Reserved | Content Cannot Be Reproduced Without Written Permission RECMA Inc. NY • [email protected] • RECMA SA Paris • [email protected] • www.recma.com • March25, 2015

T6 Short- Russia Evolution of the industry shares at February 2015 vs 2011 based on Overall billings including Digital/ Interactive and Diversified services and compared to Client Portfolio Values (CPV) at February 2015

3-year CPV Industry shares evolution of the ind, shares ind, shares ind, shares industry shares Media organizations growth industry shares 2013 2012 2011

Agencies Febr. 2015 at Febr 2015 % 13/11 %%% vs 2011

OMD Media Direction 3,2 5,8 3,2 5,8 3,6 2,6

Media Instinct 3,0 6,4 2,2 5,6 4,4 3,4

Carat 2,6 7,6 2,4 7,4 5,3 5,0

PHD 1,8 3,2 0,8 2,2 1,5 1,4

Ad O'clock 1,4 3,3 0,8 2,7 2,0 1,9

OMD AMS 1,3 3,6 1,0 3,3 2,2 2,3

Mediaplan 0,8 1,8 0,2 1,2 1,0 1,0

Media First 0,5 1,4 0,7 1,6 1,1 0,9

Starlink 0,4 2,1 0,4 2,1 1,7 1,7

LBL comm. 0,1 1,4 0,2 1,5 1,3 1,3

ZenithOptimedia -0,1 6,4 0,3 6,8 6,1 6,5

MEC -0,3 6,3 0,3 6,9 5,6 6,6

Dentsu Smart -0,3 2,8 -0,2 2,9 3,0 3,1

Starcom -0,4 7,0 -0,5 6,9 6,9 7,4 OMD Optimum Media -0,7 8,0 -0,8 7,9 8,3 8,7

MediaVest -0,8 3,7 0,0 4,5 5,0 4,5

MediaCom -0,8 4,8 -0,5 5,1 5,4 5,6 Initiative -0,9 4,2 -0,5 4,6 5,8 5,1

Arena MagicBox -1,1 1,4 -1,0 1,5 2,2 2,5

Vizeum -1,1 6,2 -1,8 5,5 7,7 7,3

Mindshare -1,5 3,2 -1,0 3,7 5,0 4,7

UM Universal -2,3 1,2 -1,3 2,2 2,9 3,5

Maxus -2,4 2,7 -2,5 2,6 4,1 5,1

Havas Media -2,5 5,4 -2,1 5,8 7,7 7,9

Total 24 agencies 100 - 100 100 100 Omnicom Media Group 9,4 28,8 6,6 26,0 21,0 19,4 Havas Media 4,4 5,4 -2,1 5,8 7,7 7,9 Mediabrands 2,6 5,4 -1,8 6,8 8,8 8,6 Dentsu Aegis -1,0 19,9 1,1 18,4 18,1 17,3 VivaKi -3,2 19,2 0,1 20,3 19,7 20,2 GroupM -5,0 17,0 -3,8 18,2 20,0 22,0 Total 6 Groups of networks 42- Russia RECMA report - November 2014 - Momentum Copyright © 2014 RECMA Reports | All Rights Reserved | Content Cannot Be Reproduced Without Written Permission RECMA Inc NY [email protected] • RECMA SA Paris • [email protected] • www.recma.com - Nov18, 2014

T40-a- Russia Changes to the top management by Group

Title, Position, Details about CEO background, other or previous Media Agencies Key Head Start date RECMA assessment HQ Background heads GroupM / WPP ex-CEO Publicis China GroupM / WPP Neil Hardwick CEO nov-08 stability departure Kirill Korbeynikovn CEO since mid-2005

Maxus Alexander Nizhelskiy Managing Director Dec 2005 Proven stability

Managing Director Sergey Khokhlov June 2011 stability departure Nick Baron, CEO since 2009 MediaCom (Russia, Ukraine & CIS)

CEO Central and Anna Lubowska Nov 2010 stability Eastern Europe MEC Maria Kolosova Managing Director Jan 2012 stability departure Christian Guinot, Managing Director since 2007

CEO of Mindshare departure Nick Baron, CEO since 2011 Alexey Kulakov Sept. 2014 Internal recruitment Group Russia Alexey was Trading&Commercial Director at MEC for 9y Mindshare Finance and General Anton Sharay Nov 2009 stability Director

Vivaki / Publicis VivaKi President, CEO Publicis / SMG+ZO Sergey Beloglazov 1995 Stability VMX Starcom MediaVest Jeff Chalmers CEO April 2011 stability ex VP Global Connections Director SMG Group Gr Starcom Ekaterina Alekseeva Managing Director July 2012 Stability departure Tatiana Eliseeva, Managing Director since 2007

MediaVest Marina Yadikina Managing Director 2004 stability

StarLink Marat Kunikeev Managing Director 2007 Proven stability

Rupert McPetrie, CEO of ZenithOptimedia Russia since February Tomas Lauko CEO Russia Change January 2009, has been promoted to regional CEO of 2014 Central and Eastern Europe. Was CEO Russia for interim. ZenithOptimedia Managing Director Anastasia Tatsiy Aug 2014 change replaced Marina Krause , MD since 2007 Zenith Russia Managing Director replaced Violeta Rodionava , MD since 2003 (promoted to Julia Zubko Aug 2014 change Optimedia Russia Business Excelence Director ZOG)

OMG / Omnicom

Dmitry Dmitriev CEO 1997 stability OMD Optimum Eduard Tsinker COO-CFO 1997 stability Media Group Olga Barskaya Vice President Oct. 2013 > 1 year change

OMD Optimum Media Stanislav Lazarev Media Service Director 1998 stability

OMD AMS Anastasia Goryunova Media Service Director 2010 stability

MediaPlan Konstantin Koreshkov Managing Director 2009 Proven stability M2M Tatiana Rukavishnikova (ex-KManaging Director 2008 Proven stability OMD da Vinci Julia Bondarenko Managing Director Jan. 2010 stability Dimitri Bartenev CEO mid 2013 > 1 year change new position - was before CEO OMD MD Gr Media Instinct Alexey Baktherov Managing Director 2010 stability OMD Media Denis Maximov CEO mid 2013 > 1 year change replaced Dmitry Bartenev, CEO since 2007 CEO Integrated Projects Direction PHD Gr Andrey Brayovich mid 2012 stability and Media OMD Media Direction Oleg Azaryev CEO 2010 stability replaced Maxim Shilov , CEO since 2008

Anastasia Nikiforova left in Q1 2014 Dimitriy Vayas CEO Oct. 2014 Change PHD replaced Andrey Chuvaev, CEO since 2007 Alexander Andreev Executive Director Dec 2013 Change replaced Sergey Olenyuk, 2011 Russia RECMA report - February 2014 - Momentum Copyright © 2014 RECMA Reports | All Rights Reserved | Content Cannot Be Reproduced Without Written Permission RECMA Inc NY [email protected] • RECMA SA Paris • [email protected] • www.recma.com - July29, 2014

T40-a- Russia Changes to the top management by Group Dentsu Aegis Network

Kirill Matveev CEO Dan Russia juin-05 Proven stability Dentsu Aegis Network Voschinsky Michael COO Dan Russia 2011 Stability

Carat Alexander Zakharov Managing Director March 2012 Stability replaced Vladimir Novoselskyi - internal promotion

Vizeum Marina Alexandrovskaya Managing Director January 2012 Stability replaced Michael Voschinsky - internal promotion

Ad O'Clock Julia Orlova CEO 2008 Proven stability Deputy General DAN Dmitriy Orchenko 2012 Stability Manager Dentsu

Alexander Romanov President 2008 Proven stability Dentsu-Smart Deputy General replaced Naisa Golub, Media Director since November Natalia Yakovitskaya October 2012 Stability Manager 2006

ADV Group Founder and Chairman of Dmitry Korobkov 2000 the Board

Kirill Korobeynikov CEO 2009 Proven stability ADV Group Oleg Leschuk Vice-president Febr 2013 >1 year change

Evgeny Baldin Research Director 2007 Proven stability Mediabrands / Dmitri Nasalski CEO Mediabrands, Russia & CIS IPG

Initiative Media Anna Yakovleva Managing Director 2006 Proven stability internal promotion replaced Boris Karasyoff, MD

UM Dmitri Nasalski Managing Director 2007 Proven stability replaced Dmitry Kuraev, MD

CEO Havas Media >1 year change Boris Karasyoff Sept. 2013 ex- Managing Director Havas Media (since 2006) Havas Media Group Internal promotion >1 year change Havas Media Elena Belova Managing Director Sept. 2013 ex- ADV (since 2000) Internal promotion

Oleg Leschuk General Director 2008 Proven stability ex-Magic Box Manager and founder Arena-Magic Box Ruslan Samaev Managing Director 2008 Internal promotion

INDEPENDENTS

Alexander Sakharov Managing Director janv-14 change Marianna Snigireva left - MD since 1992

LBL Communication Ekaterina Chertova Research Director Dec 2013 change

Naisa Golub Media CEO June 2012 stability replaced Yulia Vorobyeva

General Director Twiga Nadia Selezneva Sept. 2014 change replaced Yuriy Malinin - General Director since 2002 Media First / Twiga comm Russia group Managing Director of Irina Bezik June 2012 stability replaced Yulia Voloshina Media First

42-RUSSIA RECMA report – September 2014 - Momentum Copyright © 2014 RECMA Reports | All Rights Reserved | Content Cannot Be Reproduced Without Written Permission RECMA Inc. NY • RECMA SA Paris • [email protected] • [email protected] • www.recma.com • Sept 2 2014 -mlb

T41a- Russia Awards 1/4 RECMA evaluates the success in winning Global, Regional and Local awards by summing up the number of media awards won in the last three years (only when the media agency is the entrant company in the competition). A weighting is then applied between the awards or within them. It is to be noted that agencies’ scores also depend on their participation to events delivering awards.

Sources:

Categories Events 2014 2013 2012 Awards Weight in points Cannes Media Media Lions: 24 pts for a Gold Lion, X X X 18 points for Silver, Lions - next June 2015 Gold, Silver, Bronze 12 points for Bronze 12 pts for Agency of the Year Festival of Media Festival of Media X X X or Gold Global - Global Awards next April 2015 6 points for Silver or Bronze Global Awards The Internationalist GP, Platinum, Gold, 12 pts for a GP or Platinum, Awards for Innovation in X X 9 points for Gold, Media - Silver, Bronze 6 points for Silver or Bronze next April 2015

Media Cristal - X X Cristal Awards 12 pts for an Award next December 2014

12 pts for Gold, Regional Awards Euro Effies - - X Effies next September 2014 6 pts for Siver and Bronze

6 pts for Platinum and Gold, Local Awards Effies Russia - X X Effies last May 2013 3 pts for Siver and Bronze

T41b- Russia Awards Ranking 2/4 based on 31 awards:

Media agency Nb of Cannes Festival of Internationalist Media Effies Russia points Media Lions Media GP/Plat 12pts Cristal Gold, Platinum 6 points Gold 24 pts Global Gold 9 pts 12 pts Silver, Bronze Silver 18 pts AoY/Gold 12pts Silv/Br 6 pts 3 points Bronze 12 pts Silver/Br. 6 pts Nb awards 0 0 0 1 30

Media First / Twiga 21 / / / / 7 Bronze x 3 pts 2 Gold x 6 pts Media Instinct 15 / / / / 1 Bronze x 3 pts OMD Optimum 15 / / / 1 x 12 pts 1 Bronze x 3 pts Media 2 Gold x 6 pts Vizeum 15 / / / / 1 Bronze x 3 pts Dentsu Smart 12 1 Gold x 6 pts / / / / 1 Silver x 3 pts 1 Bronze x 3 pts

Initiative 6 / / / / 1 Gold x 6 pts LBL Comm. 1 Gold x 6 pts 6 / / / /

1 Silver x 3 pts MEC 6 / / / / 1 Bronze x 3 pts Mindshare 6 / / / / 2 Bronze x 3 pts UM 6 / / / / 2 Bronze x 3 pts Carat 3 / / / / 1 Bronze x 3 pts MediaCom 3 / / / / 1 Silver x 3 pts OMD MediaPlan 3 / / / / 1 Silver x 3 pts Starcom 3 / / / / 1 Bronze x 3 pts ZenithOptimedia 3 / / / / 1 Bronze x 3 pts Ad’Oclock / / / / / / Arena - Magic Box / / / / / / Havas Media / / / / / / Maxus / / / / / / MediaVest / / / / / / OMD AMS / / / / / / OMD Media Direction / / / / / / PHD / / / / / / Starlink / / / / / / 42-RUSSIA RECMA report – September 2014 - Momentum Copyright © 2014 RECMA Reports | All Rights Reserved | Content Cannot Be Reproduced Without Written Permission RECMA Inc. NY • RECMA SA Paris • [email protected] • [email protected] • www.recma.com • Sept 2 2014 -mlb

T41c- Russia Awards Details 3/4

Media agency Nb of points Media Cristal Effies Russia

Media First / Twiga 21 Effies Russia 2013: 7 Bronze – Krka, US Medica, Amica Wronki (2), Orcla Brands (2), United Media Media Instinct Effies Russia 2013: 15 2 Gold – Ikea, Megafon 1 Bronze – M Video OMD OM Media Cristal 2012: Effies Russia 2012: 15 Best Use of Social Media – The 1 Bronze - Ingosstrakh United Confectionary Manufacturers Vizeum 15 Effies Russia 2012: 2 Gold – J&J, General Motors 1 Bronze – J&J Dentsu Smart 12 Effies Russia 2013: 1 Bronze – Sony Effies Russia 2012: 1 Gold – Toyota 1 Silver – Sony Initiative Effies Russia 2012: 6 1 Gold – Unilever

LBL Comm. 6 Effies Russia 2012: 1 Gold – Mettem Technologies

MEC Effies Russia 2013: 6 1 Bronze – Citibank Effies Russia 2012: 1 Silver – Deutsche Post Mindshare Effies Russia 2012: 6 2 Bronze – LG Electronics, Oriflame UM Effies Russia 2013: 6 1 Bronze – Conde Nast Effies Russia 2012: 1 Bronze – Mastercard Carat 3 Effies Russia 2013: 1 Bronze – Oriflame MediaCom 3 Effies Russia 2012: 1 Silver – Pfizer OMD MediaPlan 3 Effies Russia 2012: 1 Silver – Babayersky Confectionary Starcom 3 Effies Russia 2012: 1 Bronze – Coca-Cola ZenithOptimedia 3 Effies Russia 2012: 1 Bronze – Rostelecom

T41d- Russia Awards by advertisers 4/4

42- Russia RECMA report - July 2014 - Momentum

Copyright © 2014 RECMA Reports | All Rights Reserved | Content Cannot Be Reproduced Without Written Permission RECMA Inc. NY • RECMA SA Paris •[email protected] - [email protected] • www.recma.com • Jul30, 2014 T16- Russia- New business activity summary by network 2011 - 2012 - 2013 to January 2014

Newbusiness Activity 3 years 2011-2012-2013 / 4 categories pitches won excl. retention / unsuccessful participation to pitches / Key moves / Trsf intra Group 2011 2012 2013 Media Agencies nbr Pitches/ Unsuccess Key Trsf Pitches/ Unsuccess Key Trsf Pitches/ Unsuccess Key Trsf reviews -ful part. Moves intra reviews -ful part. Moves intra reviews -ful part. Moves intra ≥ €m x Group (excl. ≥ €m x Group (excl. ≥ €m x Group excl. Ret. Ret.) Ret.) Initiative 42 1 1--5 5--7 22 1 - MediaCom 41 3 -1-6 8--5 17 1 - Maxus 40 6 ---8 10 - - 5 11 - - OMD MD 37 15 ---7 3--7 5-- Media Instinct 35 - ---7 5-19 13 - - UM 34 3 9--6 ---3 13 - - Starlink 32 3 ---4 9--10 6-- Vizeum 32 3 ---4 6--9 10 - - PHD 32 5 ---6 2-15 13 - - ZenithOptimedia 30 3 ---7 31 -8 8-- MEC 30 4 ---5 4--4 13 - - Carat 30 4 ---4 2--9 11 - - Havas Media 25 2 3--2 5--2 11 - - Dentsu Smart 25 2 ---4 7--2 10 - - Ad'Oclock 24 5 ---3 2--7 7-- OMD OM 23 5 ---6 3--2 7-- OMD AMS 22 4 ---8 3--6 1-- Mindshare 21 7 ---3 2--7 2-- Mediaplan 20 2 ---6 2--5 5-- Arena MagicBox 15 3 ---2 1--6 3-- Media First 15 3 ---3 1--4 4-- LBL 15 2 ---3 2--8 --- MediaVest 14 2 1--2 2--4 3-- Starcom 13 2 -- 3 1--2 5--

Russia RECMA report – November 2014 Copyright © 2014 RECMA Reports | All Rights Reserved | Content Cannot Be Reproduced Without Written Permission • RECMA SA Paris [email protected] •[email protected] - [email protected] – www.recma.com – Nov20, 2014

D. RESOURCES

 Digital Resources definitions

 Methodology Digital Resources Details on staff integration

 T32b - Digital staff spread (upd. Nov-2014)

 T32 - Digital Resources & staff excluding Display (upd. Nov-2014)

 T33b – Diversified Services staff spread (upd. Nov-2014)

 T33 - Diversified Services resources & staff (upd. Nov-2014)

 T34 - International coordination resources & staff (upd. Nov-2014)

 T36- Geographical coverage: number of offices

 T8 – Share of Non Traditional activity

RECMA - Digital Specialists – January 2014 Copyright © 2014 RECMA Reports | All Rights Reserved | Content Cannot Be Reproduced Without Written Permission RECMA Inc New York - • RECMA Manila • RECMA London • RECMA SA Paris • [email protected] - www.recma.com – Jan4, 2014 – Ann

Methodology Digital Specialists resources

1. Table T32 detailed with the services taken into accounts

DIGITAL SPECIALISTS hybrids TOTAL DIRECT SEARCH SOCIAL MOBILE TRADING DISPLAY RESPONSE (SEM / SEO) & Gaming DESK BUYERS; SPECIAL incl. PLANNERS;

ISTS STRATEGIST

2. Definitions of the Digital Specialists services

Services Definition 1- Direct Response / Online Direct Response Affiliation Process of generating a lead, sale or other similar action directly from an Internet advertisement. Online direct response is measured through click through rates (CTR) and conversion rates (CR). Cookies and special tags are used to track which ads, landing pages and paths deliver the most conversions. This type of tracking is also used for cost-per-action (CPA), where the advertiser pays for a pre-specified action (e.g. sale, sign-up, etc.).

Affiliation Digital Affiliate Marketing is a digital marketing practice in which a website (the advertiser) rewards one or more affiliates' websites for each visitor or customer brought about by the affiliate's own marketing efforts. In other words it is the use of one website (affiliate) to drive traffic to another (advertiser).

2- Search (SEO / Online Search marketing is comprised of Search Engine Marketing (SEM) and of Search Engine Optimization (SEO). SEM) Search engine marketing (SEM), is a form of Internet marketing which promotes websites by increasing their visibility in search engine result pages through the use of paid placement, contextual advertising, and paid inclusion.

Search engine optimization (SEO) "optimizes" website content to achieve a higher ranking in search results (incorporating specific keywords or links associated with the website).

3- Social Networking Use of Social Networking websites to add and edit content for others. This content allows consumers to view, link and/or post their own comments. The goal of Social Online Marketing is to increase visibility on Social Networking Sites, traffic to clients' websites.

4- Mobile Marketing Set of practices that enable organizations to communicate and engage with their clients in an interactive and relevant manner through any mobile device or network.

5- Trading Desk / Real-time bidding (RTB) is a method of selling & buying online display advertising in RTB real time and in a one ad impression at a time. From a technological point of view, RTB uses algorithms to automatically buy and sell ads in real-time (traditional display buys inventories). The RTB technology is very close to stock exchanges; this is why it is often called programmatic buying/selling. There are 3 groups involved in RTB: Buyers & systems that use Demand Side Platforms (DSP); Sellers who use Supply Side Platforms (SSP) and Online real-time ad exchanges. A Trading Desk is a centralized, service-based organization that serves as a managed service layer, typically on top of a Demand Side Platform (DSP) and other audience buying technologies. Trading Desk manages programmatic, bid-based media and audience buying.

Not considered in digital Specialists staff Online Display Online advertising managed by a digital agency where an advertiser's message is shown on a destination web page (in a box at the top or bottom or to one side of the content of the page). There is no universal standard for display advertising sizes or placements.

3. Main Digital Specialists units or agencies by services

Services Media Groups specialized units or agencies 1- Direct Response / Halogen (Publicis Media USA) Affiliation GroupM Direct (GroupM) Novus (OMG USA), ID Media (Mediabrands USA)

2- Search (SEO / SEM) Catalyst (GroupM Search) iProspect (Dentsu Aegis Ntk) MAP/Reprise Media (Mediabrands) Resolution Media (OMG) Performics (Publicis Media) Quisma (GroupM)

3- Social Networking GroupM Interaction (GroupM) M80 (GroupM USA) Big Fuel (Publicis Media USA) MAP/Social Media (Mediabrands) ICUC (Dentsu Aegis Network USA) Newcast (Publicis Media)

4- Mobile Marketing Joule (GroupM) GroupM Mobile (GroupM) Phonevalley (Publicis Media) MAP/Ansible (Mediabrands) Mobext (Havas Media)

Audience on Demand (Publicis Media)

5- Trading Desk / RTB Xaxis (GroupM) MAP/Cadreon (Mediabrands) Accuen (OMG) Amnet (Dentsu Aegis Network) CBDC (Dentsu Aegis Network China) VX Digital Trading (Publicis Media China)

RECMA – Diversified Services – December 2013 Copyright © 2014 RECMA Reports | All Rights Reserved | Content Cannot Be Reproduced Without Written Permission RECMA Inc New York - • RECMA Manila • RECMA London • RECMA SA Paris • [email protected] - www.recma.com – Dec 20th, 2013 - Ann

Diversified Services staff Resources A. Table details by services and definitions

1. Table T33 detailed with the services taken into account

Diversified Services staff number

OUTDOOR ECONOME- BRANDED SPECIFIC MARKETING BARTERING; TARGETS OOH TRICS CONTENT CONSULTING etc TOTAL excluding strategy Ambiant Modeling/ SPONSORING / MULTI- STAFF media and media Adhoc research / EVENTS / Data mining CULTURAL planning Sports Marketing (Latino, USA) because of dedicated staff dedicated staff dedicated staff dedicated staff dedicated staff duplication with nbr declared by nbr (FTE) either nbr nbr nbr monitored ad agency integrated or a either integrated or integrated or a integrated or a methodology spends: half of the unit/ subsidiary a unit/ subsidiary unit/ subsidiary unit/ subsidiary staff if the unit is branded ; a quarter if not

2. Diversified Services -Table 33 – definitions 1/2 Discipline Definition Specialized Units or Cies – some examples OUTDOOR / OOH Outdoor advertising is essentially any type of advertising that reaches Posterscope (Aegis (Out of Home) the consumer while he or she is outside the home; advertising on bill Media) boards or signboards, outside of a building and often by the roadside. Kinetic (GroupM/WPP) Made up of more than 100 different formats. Examples: Bus advertising - Billboards - Mobile billboards - Posters - Street advertising - Taxi advertising - Wallscapes Now is existing the Digital out-of-home: screens, kiosks, jukeboxes and/or jumbotrons.

According to the market outdoor is a developed media or not. The share of OOH vs Total media spendings can go from 4-5% in Germany & USA to 15% in Russia or China.

ECONOMETRICS Econometrics BrandScience (Omnicom Adhoc research / Quantitative techniques to evaluate the past influence or predict the Media Group), Data mining future influence on a dependent variable (typically sales in a marketing Analytics& Insights (ex- context) of independent variables which may include product price, MediaLab - promotions and the level and mix of media investments. This GroupM/WPP) research relies on modeling tools. Catalyst (Havas Media) Ad Hoc Research Research designed for a specific purpose and specific client, and conducted as a one-off study or program of studies (as opposed to being conducted on a regular or continuous basis). Most qualitative market research is ad hoc. Data Mining The actual data mining task is the automatic or semi-automatic analysis of large quantities of data (customers details) in order to extract previously unknown interesting patterns such as groups of data records (cluster analysis), unusual records and dependencies (association rule mining). For example: Data mining can reveal that purchase patterns for some products have a shared seasonality or that customers with a shared set of demographic characteristics will shop at similar times and frequencies, purchase similar groups of items, or respond to a particular type of promotion. BRANDED Branded-Content MEC Access CONTENT Content produced by a brand that is not directly linked to the brand (GroupM/WPP) / Entertainment product or service. Therefore it can't be just a promotional message Newcast produced by a brand. It can involve a lot of "types of content" but (VivaKi/Publicis) SPONSORSHIP / EVENTS the content is immediately identifiable and associated with a brand. Ignition Factory (OMD/ Product placement is included in this category. Omnicom Media Group) SPORTS Marketing Liquid Thread (SMVG Unlike conventional forms of entertainment content, branded content is /VivaKi/Publicis) (1/2) generally funded entirely by a brand or corporation rather than, for example, a movie studio or a group of producers. and installations, Havas Sports & film, gaming, music, the internet, and television. Entertainment (Havas Media) Advertainment A form of communication that combines the elements of advertising and entertainment and is designed to overcome the tendency, especially among television viewers, to change channels or mute the audio during standard advertising commercials. Advertisements that viewers hopefully will find entertaining. These may be interactive and/or on-demand. Often they're substantially longer in duration than typical commercials. Examples could include branded games and interactive product demonstrations.

2. Diversified Services -Table 33 – definitions 2/2 Discipline Definition Specialized Units or Cies – some examples BRANDED CONTENT Sponsorship Business relationship between a provider of funds, resources or services and an individual, event or organization which offers in return rights (2/2) and association that may be used for commercial advantage in return for the sponsorship investment. Situation where an event or a program or any part of its costs of production or transmission are met by an organization or person other than a broadcaster or TV producer with a view to promoting its own or another’s name, trademark, image, activities, products or other direct or indirect commercial interests.

Events The activity of designing or developing a themed activity, occasion, display, or exhibit (such as a sporting event, music festival, fair, or concert) to promote a product, cause, or organization. Also called event creation. Using an event (conventions, fundraisers, seminars, festivals, workshops, air shows,etc) to engage perspective consumers, build awareness, or market a company’s products and services

Sports marketing Sports marketing is divided into two main sectors: The first is the advertising of sport and sports associations such as the Olympics, Spanish Football league and the NFL. The second concerns the use of sporting events, sporting teams and individual athletes to promote various products.

SPECIFIC TARGETS Multi-cultural/Diversity MediaCom Latino MULTICULTURAL Mostly in the USA, departments or subsidiaries dedicated to Latino or (GroupM/WPP) (USA) / RETAIL other minorities and justified by the audience of Latino media. Tapestry (Germany) / RURAL (VivaKi/Publicis) (India) Retail Departments or subsidiaries dedicated to retailers and delivering non- traditional media (booklets, leaflets, prints, etc.) – specific to Germany.

Rural Departments or subsidiaries dedicated to specific Rural targets – specific to India. MARKETING Marketing Consulting : CONSULTING Marketing specialists unit advising on a wide range of marketing matters, including marketing planning and management, marketing research, marketing communications, etc. Media strategy is excluded.

OTHERS: Bartering Orion BARTERING ; An advertising exchange that sells time or space in return for (Mediabrands/Interpubl CREATIVE merchandise or other non-monetary returns. Also a television ic) ADVERTISING programming offer in which a TV station is offered a nationally syndicated program in exchange for commercial slots within the CELEBRITY program. MANAGEMENT / PR

DIRECTORY Celebrity Management / PR Includes image management, strategy, public and media relations, media coverage.

Directory Mostly developed in the USA for Yellow pages.

42-Russia - RECMA Specialized Resources report – December 2014

Copyright © 2015 RECMA Reports | All Rights Reserved | Content Cannot Be Reproduced Without Written Permission RECMA Inc • [email protected] • RECMA SA Paris- [email protected] - www.recma.com - March26-2015

T32b- Russia Digital specialists staff ranking Columns on the right show industry shares and ratio “digital staff / industry shares” including the full service people or “hybrids” and specialists)

RKG Agencies 1+5 1- 2- 3- 4- 5- Industry Ratio Full service, Total all Ratio Overall Total Direct Search Social Mobile Trading CPV Febr 2015 digital hybrids staff all staff Agency Dig Spe STAFF nbr Specialists response desk specialists / digital / staff ind share Digital STAFF nbr STAFF nbr STAFF nbr STAFF nbr STAFF nbr STAFF nbr 2014 ind share 1= Initiative 45 - 12 15 10 8 4,2% 11 19 64 15 224

1= OMD OM 44 11 13 7 2 11 8,0% 6 29 73 9 274

3 Havas Media 41 - 6 16 13 6 5,4% 8155610241

4 Vizeum 37 5 6 10 8 8 6,2% 6508714171

5 Carat 35 4 9 9 4 9 7,6% 5417610162

6 MEC 32 4 20 2 1 5 6,3% 5 26 58 9 265

7= Mindshare 30 5 10 5 5 5 3,2% 9457523185

7= UM 30 -515551,2% 25 17 47 39 165

9= Media Instinct 28 9 7 6 2 4 6,4% 4 15 43 7 183 Media Direction 9= 28 4 6 3 2 13 5,8% 5386611246 OMD 11 Ad'O Clock 26 3 6 8 4 5 3,3% 8265216107

12= ZenithOptimedia 25 - 11 8 2 4 6,4% 4 25 50 8 198

12= MediaCom 25 - 19 - 3 3 4,8% 5 14 39 8 176

12= Arena Magic-Box 25 -112841,4% 18 7 32 23 135

15 OMD AMS 24 6 7 5 1 5 3,6% 7143811119

16 PHD 23 4 5 3 2 9 3,2% 7204313155

17 Maxus 17 3 6 5 1 2 2,7% 6274416111

18 Dentsu-Smart 16 8 1 4 3 - 2,8% 6143011100

19= MediaPlan 13 24 3131,8% 7 6 19 11 74

19= Starcom 13 2 5 2 1 3 7,0% 2 50 63 9 185

21 MediaVest 12 2 5 1 1 3 3,7% 3324412140

22 Starlink 6-2 21 12,1% 31319987

- Other Independents ------3,0% -0 -0117 575 72 166 141 80 116 100% 6 543 1 118 11 3 820

* Networks are ranked according to their total number of Digital Specialists. * Ratios with CPV Industry shares below 2% are not representative.

T32- Digital resources

 TOTAL SPECIALISTS

 DIRECT RESPONSE

 SEARCH SEM SEA

 SOCIAL MEDIA WOM

 MOBILE &GAMING

 TRADING DESK / RTB

 DISPLAY full service

42-Russia RECMA report – November 2014 – Digital resources Copyright © 2014 RECMA Reports | All Rights Reserved | Content Cannot Be Reproduced Without Written Permission New York [email protected] • London • Bangkok • Hong Kong •Manila • Paris RECMA SA – November27, 2014

Digital staff numbers

Table 32 – DAN Carat + Vizeum + AdO’Clock + Dentsu-Smart

AGENCY DIGITAL SPECIALISTS could be the sum of three different units: 1- integrated team to the agency; 2- Group unit or company dedicated to serve agency clients only - staff number to be split according to the agency billings; 3- digital agencies part of the Group Media branch : a share of the total staff is allocated to each media agency according to estimated or declared percentage of common clients. DIGITAL SPECIALISTS hybrids TOTAL DIRECT SEARCH SOCIAL MOBILE TRADING DISPLAY Oct 2014 RESPONSE (SEM / SEO) & Gaming DESK BUYERS; SPECIAL incl PLANNERS;

ISTS STRATEGIST 112 20 20 31 19 22 DAN 131 Group unit Amnet

35 4 9 9 4 9

Integrated 4 9 9 4 3 41 Carat Adwatch Isobar Group unit - - - - 6 dig agency - - - - - 37 5 6 10 8 8 Integrated 5 6 10 8 - 50 Vizeum Group unit - - - - 8 Adwatch Isobar dig agency - - - - - 26 3 6 8 4 5 Integrated 3 6 8 4 - 26 AdO’Clock Group unit - - - - 5 Adwatch Isobar dig agency - - - - -

16 8 1 4 3 - Dentsu- Integrated - - - - - 14 Smart Group unit - - - - - New Solution

dig agency 8 1 4 3 -

DAN digital total staff ------agencies Adwatch/ 295 40% dedicated to - - - - - 117 Isobar Aegis Media 37 - - - - - iProspect Smart New 50 70% dedicated to 8 1 4 3 - 16 Solution Aegis Media 42-Russia RECMA report – November 2014 – Digital resources Copyright © 2014 RECMA Reports | All Rights Reserved | Content Cannot Be Reproduced Without Written Permission New York [email protected] • London • Bangkok • Hong Kong •Manila • Paris RECMA SA – Nov27, 2014

Digital staff numbers

Table 32 – OMG OMD Optimum Media Gr.

ISTS STRATEGIST

OMG OM 109 28 31 21 6 23 Resolution Resolution Resolution Resolution Resolution Media 64 Group Resolution Media 100% Media Media Media Media 44 11 13 7 2 11 Integrated OMD OM 29 Group unit 11 13 7 2 11 dig agency - - - - - 24 6 7 5 1 5 Integrated - - - OMD AMS 14 Group unit 6 7 5 1 5 dig agency - - - - - 13 2 4 3 1 3 OMD Integrated - - - - 6 Mediaplan Group unit 2 4 3 1 3 dig agency - - - - - 28 9 7 6 2 4

Media Integrated 7 3 6 2 - 15 Instinct Group unit 2 4 - - 4 dig agency - - - - - OMD OM Gr. digital total staff ------agencies

42-Russia RECMA report – November 2014 – Digital resources Copyright © 2013 RECMA Reports | All Rights Reserved | Content Cannot Be Reproduced Without Written Permission New York [email protected] • London • Bangkok • Hong Kong •Manila • Paris RECMA SA – November27, 2014 A

Digital staff numbers

Table 32 – GroupM Maxus + MEC + MediaCom + Mindshare

ISTS STRATEGIST 104 12 55 12 10 15 142 GroupM Catalyst Group unit Xaxis (GroupM Search) (launched June 2014) 17 3 6 5 1 2 27 Integrated 3 5 4 1 1 Maxus internal Group unit - 1 1 - 1 dig agency - - - - - 32 4 20 2 1 5 26 Integrated 4 17 2 1 1 MEC MEC Group unit - 3 - - 4 Interaction dig agency - - - - - 25 - 19 - 3 3 12 44 Integrated - - 3 3 MediaCom MediaCom MediaCom Search Interaction Group unit - 7 - - - dig agency - - - - - 30 5 10 5 5 5 45 Integrated 5 10 5 5 5 Mindshare Mindshare Group unit - - - - - Interaction dig agency - - - - -

GroupM digital total staff ------agencies

Digital staff numbers

Table 32 – OMG OMD MD PHD Gr.

ISTS STRATEGIST

OMD MD 51 8 11 6 4 21 PHD - - - - - 58 Group unit Group 28 4 6 3 2 13 OMD Integrated 4 6 3 2 13 Media 38 Group unit - - - - - Direction dig agency - - - - - 23 4 5 3 2 9 Integrated 4 5 3 2 9 OMD PHD 20 Group unit - - - - - dig agency - - - - -

Digital total staff ------agencies ------

Digital staff numbers

Table 32 – Mediabrands Initiative + UM

AGENCY DIGITAL SPECIALISTS could be the sum of three different units: 1- integrated team to the agency; 2- Group unit or company dedicated to serve agency clients only - staff number to be split according to the agency billings; 3- digital agencies part of the Group Media branch : a share of the total staff is allocated to each media agency according to estimated or declared percentage of common clients. DIGITAL SPECIALISTS hybrids TOTAL DIRECT SEARCH SOCIAL MOBILE TRADING DISPLAY RESPONSE (SEM / SEO) & Gaming DESK BUYERS; Oct 2014 incl PLANNERS; SPECIAL ISTS STRATEGIST

75 - 17 30 15 13 IPG 36 Group unit e12 e15 10 e8 e45 - (d60) (d19) (d22) (d10) (d9) Initiative Integrated - 7 5 3 - 19 Group unit - - - - - dig agency - 5 10 7 8 e5 e15 e5 e5 30 - (d49) (d10) (d22) (d7) (d10) UM Integrated - 2 4 1 1 17 Group unit - - - - - dig agency - 3 11 4 4 Mediabrands digital total staff ------agencies

Advance 8 21 11 12 97 12 Mediabrands (11) (30) (14) (21)

Digital staff numbers

Table 32 – Havas Media Havas Media + Arena MagicBox

AGENCY DIGITAL SPECIALISTS could be the sum of three different units: 1- integrated team to the agency; 2- Group unit or company dedicated to serve agency clients only - staff number to be split according to the agency billings; 3- digital agencies part of the Group Media branch : a share of the total staff is allocated to each media agency according to estimated or declared percentage of common clients. DIGITAL SPECIALISTS hybrids TOTAL DIRECT SEARCH SOCIAL MOBILE TRADING DISPLAY RESPONSE (SEM / SEO) & Gaming DESK BUYERS; Oct 2014 incl PLANNERS; SPECIAL ISTS STRATEGIST

Havas 67 0 7 28 21 10 22 Media Group unit 41 - 6 16 13 6 Havas Integrated - 4 8 6 2 15 Media Group unit - - - - - dig agency - 2 8 7 4 25 - 1 12 8 4 Arena Integrated - - 5 5 1 7 MagicBox Group unit - - - - - dig agency - 1 7 3 3

Havas Media digital total staff ------agencies Havas Digital 92 - 8 25 20 12 20

Digital staff numbers

Table 32 – Publicis/VivaKi SMG+ZO

ISTS STRATEGIST Publicis 56 4 23 13 5 11 120 VivaKi Group unit 13 2 5 2 1 3 Integrated - 5 1 1 3 Starcom 50 Group unit - - - - - dig agency - - - - - 12 2 5 1 1 3 Integrated - 5 1 1 3 MediaVest 32 Group unit - - - - - dig agency - - - - - 6 - 2 2 1 1 Integrated - 2 2 1 1 Starlink 13 Group unit - - - - - dig agency - - - - - 25 - 11 8 2 4 Zenith Integrated - 11 8 2 4 25 Optimedia Group unit - - - - - dig agency - - - - -

Publicis digital total staff ------agencies ------

42-Russia - RECMA Specialized Resources report – December 2014

T33b- Russia Diversified Services staff number Columns on the right show industry shares and ratio “DivServ staff / industry shares”

RKG Agencies 1+5 1- 2- 3- 4- 5- 6- Industry Ratio Overall Total DS Outdoor Econo- Branded Multi- Marketing Brtering CPV Febr 2015 DS / ind Agency Dig Spe OOH metrics Content Cultural Consulting share staff 2014 STAFF nbr STAFF nbr STAFF nbr STAFF nbr STAFF nbr STAFF nbr STAFF nbr 1= Carat 47 30 5 9 - - 3 7,6% 6 162

1= Vizeum 46 32 3 7 - - 4 6,2% 7 171

3 MEC 40 10 10 20 - - - 6,3% 6 265

4 Havas Media 37 4 7 14 2 - 10 5,4% 7 241

5 Media Direction OMD 36 12 5 11 - 7 1 5,8% 6 246

6 Starcom 31 6 9 15 1 - - 7,0% 4 185

7 Mindshare 29 11 4 14 - - - 3,2% 9 185

8 PHD 26 8 4 8 - 5 1 3,2% 8 155

9= Ad'O Clock 25 13 3 6 - - 3 3,3% 8 107

9= Initiative 25 4 7 12 - - 2 4,2% 6 224

11= OMD OM 22 6 3 9 - 2 2 8,0% 3 274

11= UM 22 47 8 - - 31,2% 18 165

11= Maxus 22 12 4 4 - 1 1 2,7% 8 111

14 Dentsu-Smart 2165325-2,8% 8 100

15 MediaVest 20866---3,7% 5 140

16 Arena Magic-Box 19 3 4 10 - - 2 1,4% 14 135

17= MediaCom 18585---4,8% 4 176

17= ZenithOptimedia 18 8 3 6 1 - - 6,4% 3 198

19 Starlink 1673411-2,1% 887

20 Media Instinct 14 7 1 5 - - 1 6,4% 2 183

21 OMD AMS 12525---3,6% 3 119

22 Mediaplan 7 313---1,8% 474

- Other Independents ------3,0% - 117 553 204 104 184 7 33 100% 6 3 820

* Networks are ranked according to their total number of Diversified Services. * Ratios with CPV Industry shares below 2% are not representative.

T33- Diversified Services

 OUTDOOR OOH Ambiant

 ECONOMETRICS Modeling AD hoc research  Data mining

 BRANDED CONTENT Entertainment Sponsoring Events Sports Marketing

 SPECIFIC TARGETS Multi-cultural (Latino, USA) Retail (Ger) Rural (India)

 MARKETING CONSULTING excluding strategy media and media planning

 OTHERS Bartering Creative Advertising Celebrity management PR Etc.

42-Russia RECMA report – November 2014 – DS resources Copyright © 2014 RECMA Reports | All Rights Reserved | Content Cannot Be Reproduced Without Written Permission New York [email protected] • London • Bangkok • Hong Kong •Manila • Paris RECMA SA – [email protected] – Nov27, 2014

Table 33 – RUSSIA Dentsu Aegis Network

Ad O’clock 25 13 3 6 - - 3 Oct 2014

Carat 47 30 5 9 - - 3 Oct 2014

Vizeum 46 32 3 7 - - 4 Oct 2014 Dentsu Media 21 6 5 3 2 5 - Oct 2014

Specialty integrated Posterscope (75/87) - - - - - Companies

Specialty Service Companies (SSC) define specialist companies (pure players) belonging to the same media branch as media agency networks’. The percentage stated next to the company names indicates how much the common clients (shared between the SSC and networks) represent out of the specialist’ business 42-Russia RECMA report – November 2014 – DS resources Copyright © 2014 RECMA Reports | All Rights Reserved | Content Cannot Be Reproduced Without Written Permission New York [email protected] • London • Bangkok • Hong Kong •Manila • Paris RECMA SA – [email protected] – Nov27, 2014

Table 33 – RUSSIA OMD Optimum Media Gr.

Diversified Services staff number SPECIFIC ECONOME- BRANDED MARKETING OUTDOOR TARGETS TOTAL TRICS CONTENT CONSULTING BARTERING; OOH MULTI- STAFF Modeling/ SPONSORING / excluding strategy etc Ambiant Adhoc research / EVENTS / CULTURAL media and media Data mining planning Sports Marketing (Latino, USA) because of dedicated staff dedicated staff dedicated staff dedicated staff dedicated staff duplication with nbr declared by nbr (FTE) either nbr nbr nbr monitored ad agency integrated or a either integrated or integrated or a integrated or a methodology spends: half of the unit/ subsidiary a unit/ subsidiary unit/ subsidiary unit/ subsidiary staff if the unit is branded ; a quarter if not 3 2 OMD OM 6 9 2 22 Brand - Brand 2014 Admire FUSE Science Science 2 OMD AMS 5 5 12 Brand - - - 2014 Admire FUSE Science- 1 OMD 3 3 7 Brand - - - Mediaplan Admire FUSE 2014 Science Media Instinct 14 7 1 5 - - 1 2014 14 OMD 6 (Brand 17 (OMD 2 (Brand Admire Science)100% FUSE) 100% Science)100% Specialty 100% for - for OMD for OMD - for OMD - OMD OM, Companies OM, AMS, OM, AMS, OM, AMS, AMS, Mediaplan Mediaplan - Mediaplan - Mediaplan Specialty Service Companies (SSC) define specialist companies (pure players) belonging to the same media branch as media agency networks’. The percentage stated next to the company names indicates how much the common clients (shared between the SSC and networks) represent out of the specialist’ business

42-Russia RECMA report – November 2014 – DS resources Copyright © 2013 RECMA Reports | All Rights Reserved | Content Cannot Be Reproduced Without Written Permission New York [email protected] • London • Bangkok • Hong Kong •Manila • Paris RECMA SA – [email protected] – Nov27, 2014

Table 33 – RUSSIA GroupM

Maxus 22 12 4 4 - 1 1 2014

10 (1/3 of MEC 40 10 equivalent Analytics & 20 MEC Access - - - 2014 Insight)

5+3 Business 5 MediaCom MediaCom 18 5 equivalent 2014 science ESP

Mindshare 29 11 4 14 2014 Specialty ------Companies Specialty Service Companies (SSC) define specialist companies (pure players) belonging to the same media branch as media agency networks’. The percentage stated next to the company names indicates how much the common clients (shared between the SSC and networks) represent out of the specialist’ business

Table 33 – RUSSIA OMD MD PHD Gr.

Direction Science Science 2014 4 5 PHD 8 26 8 Brand - Brand 1 2014 Science Science

Specialty ------Companies

Table 33 – RUSSIA Initiative / UM Mediabrands / ADV

7 (1/3 of Research ADV Group Initiative 25 equivalent 4 12 internal - - 2014 dept.) equivalent 2

7 (1/3 of Research 8 UM ADV Group UM 22 equivalent 4 - - 2014 dept.) Programming equivalent 3 Specialty ------Companies

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Table 33 – RUSSIA Arena MB / Havas Media Havas Media Gr. / ADV

Diversified Services staff number SPECIFIC ECONOME- BRANDED MARKETING OUTDOOR TARGETS TOTAL TRICS CONTENT CONSULTING BARTERING; OOH MULTI- excluding strategy STAFF Modeling/ SPONSORING / etc Ambiant Adhoc research / EVENTS / CULTURAL media and media Data mining planning Sports Marketing (Latino, USA) because of dedicated staff dedicated staff dedicated staff dedicated staff dedicated staff duplication with nbr declared by nbr (FTE) either nbr nbr nbr monitored ad agency integrated or a either integrated or integrated or a integrated or a methodology spends: half of the unit/ subsidiary a unit/ subsidiary unit/ subsidiary unit/ subsidiary staff if the unit is branded ; a quarter if not Arena 4 (1/3 of Research ADV Group 19 equivalent 3 2 internal + 8 - - Magic Box dept.) equivalent 2 2014 Havas equivalent 10 print 37 equivalent 4 7 3 internal +e11 2 Local TV - Media unit 2014

Specialty Havas Sports and - - - Entertainment - 19 - - - Companies (60% - HM Clients)

Table 33 – RUSSIA Publicis Media

15 Liquid Starcom 31 6 9 1 2014 3 Thread

6 Liquid MediaVest 20 8 6 2014 Thread 3 (2 internal + Starlink 15 7 1/3 of 4 - 1 - 2014 MediaLogics) Zenith Optimedia 18 8 3 internal 6 Newcast 1 2014 Specialty ------Companies Specialty Service Companies (SSC) define specialist companies (pure players) belonging to the same media branch as media agency networks’. The percentage stated next to the company names indicates how much the common clients (shared between the SSC and networks) represent out of the specialist’ business

T34- International coordination

Staff number of the dedicated team / unit / subsidiary handling and coordinating international accounts

Major clients for whom the agencies are acting as a hub and what is the related geographical coverage

12- Russia RECMA report – November 2014 – Intl coordination Copyright © 2014 RECMA Reports | All Rights Reserved | Content Cannot Be Reproduced Without Written Permission New York [email protected] • London • Bangkok • Perth • Paris RECMA SA – [email protected] – Nov30, 2014

Table 34 – RUSSIA Carat/ DAN

International Coordination

branded unit name / internal team Carat TOTAL Location: Moscow STAFF: 9 Type of ASSIGNMENTS Geographical Coverage Clients Dedicated team Controlling;Planning; Buying; etc. ww / CIS / Other Controlling: planning & buying, OTCPharm 1 CIS (Belarus) Reportng Mattel 1 Controlling: planning, Reporting CIS (Kazakhstan and Belarus)

Disney 1 Controlling: planning, Reporting CIS (Kazakhstan and Belarus)

Epson 1 Controlling: planning & buying CIS (Belarus) Controlling: planning & buying, MasterCard 1 CIS (Kazakhstan and Belarus) Reportng Microsoft/Nokia 1 Controlling: planning & buying CIS (Kazakhstan and Belarus)

DeAgostini 1 Controlling: planning & buying CIS (Kazakhstan, Belarus and Azerbaijan) Adidas 1 Controlling: planning & buying CIS (Kazakhstan and Belarus) Philips 1 Controlling: planning & buying CIS (Kazakhstan and Belarus) Comments: We have 1 offices in Ukraine, 1 in Kazakhstan, 1 in Azerbaijan and 1 in Belarus.

Table 34 – RUSSIA Vizeum/ DAN

International Coordination

branded unit name / internal team Vizeum TOTAL Location: Moscow STAFF: 2 Type of ASSIGNMENTS Geographical Coverage Clients Dedicated team Controlling;Planning; Buying; etc. ww / CIS / Other Nikon 1 Controlling: planning & buying CIS (Ukraine and Kazakhstan) Indesit 1 Reporting CIS (Ukraine, Kazakhstan and Belarus)

Comments: Exemple: we have 1 offices in Ukraine, 1 in Kazakhstan and 1 in Belarus.

Table 34 – RUSSIA OMD OMD Group

International Coordination

branded unit name / internal team TOTAL Location: Moscow STAFF: 34 Type of ASSIGNMENTS Geographical Coverage Clients Dedicated team Controlling;Planning; Buying; etc. ww / CIS / Other Coordination, controlling, planning, MARS 4 CIS buying Ferrero 2 Controlling, planning, buying CIS

Heinz 2 Controlling, planning, buying CIS Coordination, controlling, planning, Henkel 5 CIS, Mongolia buying

VISA 4 Coordination, controlling CIS

HP 4 Coordination, controlling CIS Nissan 4 Coordination, controlling, buying CIS Renault 4 Coordination, controlling, buying CIS

Sony 2 Controlling, planning, buying CIS

Baltika 3 Controlling, planning, buying CIS

Comments: We have representative offices in Belorussia, Kazakhstan (2 offices), Azerbaijan, Moldova, Georgia, Armenia, total 7 offices. Other “Stans” and Mongolia are controlled out of Kazakhstan

Table 34 – RUSSIA Maxus/GroupM

International Coordination

branded unit name / internal team Internal team TOTAL Location: Moscow STAFF: 1 Type of ASSIGNMENTS Geographical Coverage Clients Dedicated team Controlling; Planning; Buying; etc. ww / CIS / Other Gazprom Neft 1 Planning and buying CIS, Europe

Comments: Coordination is done centrally from Moscow. Buying is done on Maxus behalf by local GroupM agencies’ affiliates

Table 34 – RUSSIA MEC/ GroupM

International Coordination

branded unit name / internal team MEC TOTAL Location: Moscow MEC STAFF: 6 Type of ASSIGNMENTS Geographical Coverage Clients Dedicated team Controlling;Planning; Buying; etc. ww / CIS / Other J&J 3 Controlling; Planning CIS BDF 2 Controlling; Planning CIS

Michelin 1 Controlling; Planning CIS

Comments:

Table 34 – RUSSIA Mindshare/ GroupM

International Coordination

branded unit name / internal team TOTAL Location: Moscow STAFF: 4 Type of ASSIGNMENTS Geographical Coverage Clients Dedicated team Controlling;Planning; Buying; etc. ww / CIS / Other JAGUAR LAND ROVER 1 Planning and Buying Coordination CIS KIMBERLY CLARK 1 Planning and Buying Coordination CHANEL 1 Planning and Buying Coordination BOEHRINGER 1 Planning and Buying Coordination INGELHEIM Comments: Exemple: we have 2 offices in ??

42- Russia RECMA report – November 2014 – Intl coordination Copyright © 2014 RECMA Reports | All Rights Reserved | Content Cannot Be Reproduced Without Written Permission New York [email protected] • London • Bangkok • Perth • Paris RECMA SA – [email protected] – Nov30, 2014

Table 34 – RUSSIA OMD MD/ OMD MD PHD Gr

International Coordination

branded unit name / internal team OMD Media Direction Internal Team TOTAL Location: Moscow STAFF: 12 Type of ASSIGNMENTS Geographical Coverage Clients Dedicated team Controlling; Planning; Buying; etc. ww / CIS / Other All media (excl. Digital)/ Coordination of Hasbro 2 Ukraine, Belorussia, Kazakhstan Planning and Buying Turkmenistan, Tajikistan, Kyrgyzstan, All media / Coordination of Planning and Mareven Food 4 Kazakhstan, Uzbekistan, Georgia, Armenia + Buying Mongolia Intel 1 Digital / Coordination of Buying Ukraine, Belorussia, Georgia All media/ Coordination of Planning and Turkish Embassy in RF 2 Kazakhstan, Azerbaijan Buying TV, Digital/ Coordination of Planning Hachette Collection 2 Belorussia, Kazakhstan and Buying TV/ Coordination of Planning and Progress/ Frutonyanya 1 Belorussia, Kazakhstan Buying Comments: Exemple: we have 2 offices in ??

Table 34 – RUSSIA PHD/ OMD MD PHD Gr

International Coordination

branded unit name / internal team PHD Internal Team TOTAL Location: Moscow STAFF: 2 Type of ASSIGNMENTS Geographical Coverage Clients Dedicated team Controlling; Planning; Buying; etc. ww / CIS / Other All media / Coordination of Planning and Sady Pridonya 2 Ukraine, Belorussia, Kazakhstan Buying

Comments:

Table 34 – RUSSIA Initiative / ADV Mediabrands

International Coordination

branded unit name / internal team Initiative TOTAL Location: Moscow STAFF: 16 Type of ASSIGNMENTS Geographical Coverage Clients Dedicated team Controlling;Planning; Buying; etc. ww / CIS / Other Unilever 12 Coordination of Planning and Buying CIS Beeline 4 Coordination of Planning and Buying CIS

Comments:

Table 34 – RUSSIA UM/ ADV Mediabrands

International Coordination

branded unit name / internal team UM TOTAL Location: Moscow STAFF: 12 Type of ASSIGNMENTS Geographical Coverage Clients Dedicated team Controlling;Planning; Buying; etc. ww / CIS / Other Kyivstar 3 Coordination of Planning and Buying Ukraine Goodyear 4 Coordination of Planning and Buying CIS

Gallina Blanca 2 Coordination of Planning and Buying CIS

Takeda 2 Coordination of Planning and Buying Ukraine

Exxon Mobil 1 Coordination of Planning and Buying Kazakhstan Comments: we have 5 offices in 5 CIS countries

RECMA Specialized Resources report – April 2015 Copyright © 2014 RECMA Reports | All Rights Reserved | Content Cannot Be Reproduced Without Written Permission New York • [email protected] ‐ [email protected] • London • Paris RECMA SA • www.recma.com – March20, 2015 MylAnn

T8‐ 42‐ Russia Share of Non‐traditional activity SharesStaff Number Billings 32+33+3 Russia T8d T8c T8a T32 T33 T34 T1 T7 T1g T1e T9c T9b T1e T1d 4 Declared March20, 2015 march‐15 nov‐14 February nov‐14 nov‐14 nov‐14 nov‐14 march‐15 march‐15 march‐15 nov‐14 march‐15 nov‐14 march‐15 nov‐14 2014 % non‐ % non‐ % non‐ Digital Diversifi Int'l co‐ Total Overall Ratio Non Non RATIO RATIO buying buying tradi tradi tradi Speciali ed ordinatio specializ agency staff Traditional Traditional Non‐tradi Non‐tradi billings billings activity activity activity sts Services n staff ed staff staff diversifi‐ Activity 2014 Activity billings billings 2014 2013 2014 2013 2013 staff staff nbr nbr 2014 cation/ Capitalized 2013 2014 per total Revised Declared nbr overall Billings Capitalized per total specialized (in brackets: nbr of pts refers to Billings specialize staff qualitative evaluation, section d staff Resources)

UM / ADV (5 pts) 33% 30% 20% 30 22 12 64 170 38 70 70 1,1 1,1 143 160

Vizeum (6 pts) 28% 30% 22% 37 46 2 85 164 52 159 159 1,9 1,9 413 370

AD O' Clock (3 pts) 28% 30% 30% 26 25 0 51 122 42 90 77 1,8 1,5 237 180

Mindshare (2 pts) 27% 25% 23% 30 29 4 63 185 34 88 88 1,4 1,4 237 265

PHD (0 pt) 27% 23% 16% 23 26 2 51 161 32 55 55 1,1 1,1 149 180

Arena‐Magic Box / ADV (4 pts) 25% 25% 15% 25 19 15 59 145 41 40 40 0,7 0,7 122 120

Dentsu Smart (1 pt) 25% 25% 25% 16 21 0 37 125 30 70 70 1,9 1,9 226 209

Carat (5 pts) 22% 25% 24% 35 47 9 91 165 55 172 172 1,9 1,9 600 545

OMD AMS (0 pt) 22% 23% 23% 24 12 6 42 129 33 73 73 1,7 1,7 256 243

Initiative / ADV (4 pts) 22% 21% 21% 45 25 16 86 230 37 93 93 1,1 1,1 337 350

MEC (3 pts) 21% 21% 21% 32 40 6 78 280 28 140 140 1,8 1,8 522 525

OMD OM incl. M2M (3 pts) 20% 21% 21% 44 22 14 80 290 28 161 161 2,0 2,0 648 607

Maxus (1 pt) 19% 20% 32% 17 22 1 40 128 31 60 50 1,5 1,3 257 200

MediaCom incl. MC2 (1 pt) 19% 20% 19% 25 18 5 48 180 27 90 90 1,9 1,9 386 370

MediaVest SMG (0 pt) 19% 18% 30% 12 20 0 32 105 30 75 75 2,3 2,3 323 345

OMD Media Direction (2 pts) 18% 19% 19% 28 36 12 76 258 29 106 106 1,4 1,4 473 450

Havas Media / ADV (3 pts) 18% 18% 18% 41 37 0 78 260 30 101 101 1,3 1,3 476 460

Media Instinct (1 pt) 17% 20% 38% 28 14 11 53 220 24 100 100 1,9 1,9 486 405

Starcom SMG (1 pt) 15% 16% 20% 13 31 0 44 175 25 100 100 2,3 2,3 557 530

ZenithOptimedia (0 pt) 14% 15% 12% 25 18 0 43 175 25 99 99 2,3 2,3 604 560

2nd Tier agencies

StarLink SMG (0 pt) 20% 20% 37% 615 021882441 41 2,0 2,0 164 165

Media First / Twiga (0 pt) 19% 21% 25% 10 5 015542830 30 2,0 2,0 125 115

MediaPlan (0 pt) 18% 20% 28% 13 7 323812830 23 1,3 1,0 133 92

LBL Comm. (0 pt) 16% 16% 0% 6 14 0 20 75 27 25 25 1,3 1,3 130 130 Russia: 21% 21% ‐ 556 530 115 572 3 667 16 1 941 1 918 3 3,4 7 452 7 074 TOTAL / Average Russia: 10 pts 10 pts ‐ 11 pts 9 pts 6 pts ‐‐8 pts ‐‐ ‐ 48 points QUALI

E. CLIENT PROFILE

 T20-Number of into 14 sectors by agency based on the Top 150 over $10m

 T22-Number of big advertisers by agency based on the Top 140 over $14m

 T23- Exposure to n°1 & top 3 clients (billings share out of portfolio values at January 2014 based on 2013 ad spends)

 T24- Local roots amongst top 300 advertisers with ww HQ in Russia (120 advertisers)

 T25- Client loyalty of the top 10 clients since 10 years

42- Russia RECMA report - November 2014 - Client Portfolio

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T22- Russia Number of BIG clients

Number 140 BIG advertisers (spending over USD$ 14m) media agencies of BIG / GROUPS estimated from ad spends monitoring 2013 (in USD$ m) clients in Blue= wins 2013 Advertiser / date of win / incumbent agency / current agency / ad spends 2013

Year of Previous Ad Year of Previous Ad Advertisers Advertisers win /new spends win /new spends

• Pharmastandard 2012 121 • Philipps 1997 23 • M.Video 2009 71 • SCA Hygiene Products 1996 ZenithO 22 • BMW 2010 37 • Svyaznoy part 2004 20 • Adidas 1997 34 • De Agostini 2010 18 Carat 16 • Walt Disney 2005 31 • Oriflame Cosmetics 2011 Mindshare 18 • Nokia 2009 30 • Alfa Bank 2011 15 • Microsoft 2005/2014UM 28 • Gazprom Neft 2014 Maxus 15 • Mastercard 2014 UM 20 • Kellogg's 2009 14 • L`Etoile 2009 25 • Metro C&C 2012 Maxus 59 • PepsiCo/part Frito Lay 1997 20 • Sportmaster/Ostin 2012 OM, Maxus, 55 • Mars/Wrigley planning 2009 MEC 17 • Media Markt 2012 OMD OM 44 • PSA/Citroen 2003 UM 17 OMD Media Direction 12 • Megafon planning 2012 Vizeum 27 • RZhD 2012 17 • Sanoma Independent Media 2011 OM 24 • Progress/Frutonyanya 2011 Mediaplan 15 • OBI 2013 ZenithO 24 • Bank of Moscow 2010 Initiative 14 • PepsiCo 2005 197 • Technosila 2012 23 • Henkel Gr 1998 131 • Swatch Group 2009 15 OMD OM 10 • McDonald’s 1997 49 • Autovaz 2005 15 • Renault 2008 51 • Siemens Bosch 2006 15 • Sony electronics 2012 Dentsu-Smar 25 • Apple 2014 New ?? • L’Oréal 2005 150 • OBI 2012 OMD MD 24 • Nestlé 2005 150 • SCA Hygiene Products 2013 Carat 22 ZenithOptimedia 8 • Sanofi Aventis 2005 56 • 20th Century Fox 2013 20 • Merck/MSD (Schering Plough) 2013 OMD AMS 25 • Rostelecom - TV 2013 20 • Daimler Mercedes 2013 Initiative 24 • Ministry of health 2010 16 • J&J 2012 Vizeum 92 • Colgate-Palmolive 35 • Eldorado 2010 80 • METRO / real 2012 ZO 29 MEC 8 • Beiersdorf 46 • Chanel Buying & implem. 30 • IKEA 2009 29 • Calzedonia 22 • Ferrero 2008/13 Vizeum 98 • Heinz 2013/14 Ad O'clock 17 • Mitsubishi Motors 2010 26 • KARO Holding (Warner) 2012 16 Media Instinct 8 • Materia Medica 2012 24 • TNK BP 2011 15 • Astellas Pharma ?? 20 • Formula 1 2014 New 15 • P&G Full acount byg in 2014 2003/2014MediaCom 212 • Megafon TV Buying+ OOH in 2013 2012/201 Vizeum/ Medi 68 Starcom 6 • Novartis 2011 MEC 123 • Samsung 2011 55 • Mondelez 2009 110 • Philip Morris 2004 15 • Reckitt Benckiser 2009 110 • LVMH ?? 58 Havas Media 6 • MTS TV buy + Print and Digital since Sep. 2002 95 • KIA 2009 45 • Danone 2011 104 • Hyundai 2009 35 • Gazprom 2010 37 • Sollers 2013 FBC 15 Ad O' Clock 6 • Otto Group 2010 21 • Vitek 2012 15 • Pension Fund 2013 20 • Desheli 2013 BETA 15 • General Motors 2009 77 • Rostelecom - TV 2013 PHD/ZO 30 • Ferrero national TV buy&plan 2008 Media Instinc 106 • VTB 24 (TV) 2014 Mindshare 25 Vizeum 6 • Evalar except press 2011 58 • Abbott 2012 15 • Central Partnership 2009 30 • Sun Inbev (in 2015) 2014 42- Russia RECMA report - November 2014 - Client Portfolio

T22- Russia Number of BIG clients

Year of Previous Ad Year of Previous Ad Advertisers Advertisers win /new spends win /new spends

• Mars/Wrigley 2007 200 • Avon 2005 28 • Coca Cola 2005 77 • Sportmaster Plan 2013 18 MediaVest 6 • GlaxoSmithKline 2011 MediaCom 35 • Google 2012 14 • Beeline OOH & radio buy 2013 35 • Ford Motor 2005 62 • Boehringer Ingelheim 2010 20 Mindshare 5 • VTB 24 All except TV 2013 Dentsu Smar 20 • Jaguar Land Rover 2002 15 • LG 2007 Arena MB 21 • Kimberly Clark 2005 15 • P&G planning only (lost non-TV by 1988 Starcom 70 • GlaxoSmithKline 2013 MediaVest 35 MediaCom 5 • Volkswagen 2006 110 • Tele2 2002 35 • TEVA 2013 44 • X5 Retail Group ?? 45 • Svyaznoy part 2011 19 Universal UM 5 • Microsoft ?? Carat 28 • Burger King 2008 15 • Takeda/Nycomed 2010 21 • Unilever 2005 90 • Euroset 2010 34 Initiative 5 • Kalina ?? 70 • Daimler Mercedes 2012 ZenithO 24 • Bee Line TV buy + plan 2005 80 • Yum KFC 2007 15 • Evalar press only 2011 35 • Actavis 2011 21 Arena MagicBox 5 • Aeroflot Intl Mgt 2012 30 • Antonio Puig 2011 15 • LG 2013 Mindshare 21 • Bayer 2003 MediaCom 55 • Leroy Merlin 2012 14 PHD 5 • PSA/Peugeot 2009 27 • Snezhnaya Koroleva 2013 PHD 15 • Russian Standard Bank ?? 16 • Rostelecom (planning+internet) 2013 18 • Nissan / Datsun 2008/12 102 • Lukoil 2013 Media Arts 25 OMD AMS 4 • MTS Strategic comm. + inddor 2012 OMD MD 40 • Merck/MS (Schering Plough) 2013 ZO 25 • Sportmaster OOH 2013 OMD MD 15 • Sberbank 2009 99 • S.C. Johnson 2011 24 Maxus 4 • Sportmaster TV+print+radio 2013 OMD MD 40 • Gazprom Neft 2014 Carat 15 • Orimi Trade 2010 31 • Tsentrobuv 2010 15 Starlink 4 • Storck 2012 14 • Leovit 2013 14 • Dr Reddys 2011 17 • Megafone - OOH 2013 Vizeum 15 Mediaplan 3 • Snezhnaya Koroleva 2013 PHD 15 • Berlin-Chemie 2004 67 • Lexus 1998 24 Dentsu-Smart 3 • Toyota 1198 43 Media First 2 • Megafon radio 2013 15 • KRKA 2011 STRONG 18 LBL Comm. 1 • Nizhparm ?? 28

42- Russia RECMA report - November 2014 - Client Portfolio Copyright © 2014 RECMA Reports | All Rights Reserved | Content Cannot Be Reproduced Without Written Permission RECMA Inc. NY • [email protected] • RECMA London • RECMA SA Paris • www.recma.com • Nov20, 2014

T23- Russia exposure to the Top 3 clients

The ranking is calculated by the addition of the share of the 3 BIG clients out of the total billings The client portfolio value is the Buying billings 2013 plus or minus the balance of wins and losses

% out of n°1 client n°2 client n°3 client Client portfolio $m $m $m portfolio 28 agencies n°3 & top 1 share % share % share % value oct-14 US$m

29% 20% 98 Ferrero 20% 24 Materia Medica 5% 20 Astellas Pharma 4% 487 Media Instinct

32% 11% 17 Dr Reddy 11% 15 Snezhnaya Koroleva 10% 15 Megafone OOH 10% 148 Mediaplan

33% 12% 59 Metro 12% 55 Sportmaster / Ostin 12% 44 Media Markt 9% 476 OMD Media Direction

33% 16% 37 Gazprom 16% 21 Otto Group 9% 20 Pension Fund 9% 235 Ad O'clock

35% 18% 31 Orimi Trade 18% 15 Tsentrobuv 9% 14 Leovit 8% 172 Starlink

35% 20% 28 Nizhparm 20% 11 Aeroflot 8% 9 Don-stroy 6% 139 LBL comm.

37% 20% 121 Pharmastandard 20% 71 M.Video 11% 37 BMW 6% 619 Carat

38% 14% 15 Megafon 14% 18 KRKA 17% 8 TV-3 7% 109 Media First

42% 18% 92 J&J (Primus/GroupM) 18% 80 Eldorado 15% 46 Beiersdorf 9% 520 MEC

45% 21% 77 GM 21% 58 Evalar except Press 16% 29 Central Partnership 8% 365 Vizeum Boehringer 52% 25% 61 Ford 25% 45 VTB-24 19% 20 8% 241 Mindshare Ingelheim

58% 28% 99 Volkswagen 28% 70 P&G (Planning) 20% 35 GlaxoSmithKline 10% 353 MediaCom

58% 25% 150 L'Oreal 25% 150 Neslé 25% 56 Sanofi Aventis 9% 609 ZenithOptimedia OMD Optimum 58% 30% 197 PepsiCo 30% 131 Henkel 20% 49 Mac Donalds 8% 652 Media

60% 30% 67 Berlin Chemie 30% 43 Toyota 19% 24 Lexus 11% 222 Dentsu Smart

62% 33% 45 X5 retail group 33% 21 Takeda/Nycomed 15% 19 Svyaznoy part 14% 138 UM Universal

64% 23% 110 Reckitt Benckiser 23% 104 Danone 22% 95 MTS 20% 481 Havas Media

65% 33% 52 Bayer 33% 35 PSA-Peugeot 22% 16 Russian Stand Bank 10% 158 PHD

61% 38% 102 Nissan / Datsun 38% 40 MTS Strategic + OOH 15% 25 Lukoil 9% 272 OMD AMS

62% 38% 99 Sberbank 38% 40 Sportmaster TV Buy 15% 24 S.C. Johnson 9% 264 Maxus

68% 28% 35 Evalar - Press only 28% 30 Aeroflot Intl mgt 24% 21 LG 17% 127 Arena MagicBox

Unilever (excl. 71% 27% 90 27% 80 Beeline 24% 70 Kalina 21% 339 Initiative Inmarko&Baltimore)

212 123 110 Starcom 76% 36% P & G 36% Novartis 21% Mondelez 19% 587 Beeline 95% 61% 200 Mars 61% 77 Coca Cola 24% 35 11% 327 MediaVest OOH&Radio

Average 53% 26% 2094 26% 135717% 841 10% 8 040

42- Russia RECMA report - November 2014 - Client

Copyright © 2014 RECMA Reports | All Rights Reserved | Content Cannot Be Reproduced Without Written Permission RECMA Inc. NY • RECMA London • RECMA SA Parisfli • [email protected] • www.recma.com • Nov20, 2014 T24- Russia Local roots among Top300 advertisers The table shows the agency top 120 clients (ad spend budget > US$5m) with a ww HQ in Russia / CIS

media agencies Score ww HQ/ or ownership based in Russia / CIS ( 120 clients) domestic & international

 Megafon (Regional TV)  Velcom  Uralsib Finance Corp  Central Partnership  Lenta.  Bork Vizeum 11  Rostelecom (TV buying+strat.)  Evalar (partly)  Leto Bank  Mamondo.ru  VTB24 (TV)  Megafon (planning)  Progress/ Fruto Niania  ROLF  Mareven  Volvo dealers  RZhD Russian Railroads OMD MD 11  Moscow Credit Bank  Afimall  Bank of Moscow  Valenta  Sportmaster/Ostin  TNK-BP (Rosneft) shared  Invar  Expert  Friday Channel TV  Materia Medica  X5 Retail Group (OOH partly) Media Instinct 9  Valeant  Ochakovo  Rostelecom OOH (small part)  Orimi Trade  Miratorg  Terem StarLink 9 Leovit  Binbank  Wargaming Tsentrobuv  Tatneft  Zolla  STS (CTC)  R-Telecom  S7 airlines Carat 9  M. Video  L’Etoile (partly)  Pharmstandard  Alfa Bank  Linzmaster  Svyaznoy part  Gazprom  Otto Group  Pension Fund of Russia Ad’O Clock 8  Sollers  Moscow Metro  Home Credit Bank  Vitek  Russian Railways  Sportmaster (TV+ Radio except  Megafon (Reg. TV)  Rusagro / EZHK Moscow) Maxus 7  Sberbank  Avgur Estate  Gazptom Neft  Anvi Lab

 Megafon (OOH partly)  Fond podderzhki  Union Confectioners MediaPlan 6  Snezhnaya Koroleva  Ulmart  Wetsfalika

 Bee Line (Internet+ Buy except TV)  Borjomi  Kalina Initiative 5  Euroset  Sberbank leasing

 Sportmaster (OOH)  MTS (strat planning+indoor)  HALS Devpt OMD AMS 5  Lukoil  VTB (partly) Optimum Media  Technosila  Autovaz  IFD Kapital 5 OMD  Crocus Group  Mail.ru  Rosneft (shared)  Ostankino/OMPK  REN TV Arena-Magic Box 5  Evalar (partly)  Aeroflot Intl mgt

 Renaissance Credit  Bank Russkiy Standard  Askona Dentsu-Smart 5  Zodchiy  Askona

 Rostelecom (Planning + dig)  Russian Standard Bank PHD 4  Am.ru  Pridonya

 VTB 24 (except TV)  Rosinter (partly) Mindshare 4  Dobrolet  Ingosstrakh MediaVest 3  Sportmaster (planning)  Bee Line / Euroset (OOH)  Bosco Sport MEC 3  Eldorado  MEGA (IKEA)  Bee Line (Press Buy.) ZenithOptimedia 3  Yandex  Ministry of Health  Yota Phone  X5 Retail Group (All+OOH  Svyaznoy part  STS Universal UM 3 partly) Havas Media 3  MTS (TV buy+print)  Detskiy Mir  Gazprom Bank LBL Comms. 2  Aeroflot (CIS)  Don-Stroy Media First 1  Edinaya Europa Starcom 1  Megafon (OOH partly & TV) MediaCom 0

42- Russia RECMA report - November 2014 - Client Portfolio

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T25- Russia Client Loyalty

Average number of based on TOP 10 accounts / media agencies Year / GROUPS estimated from ad spends monitoring 2013 (in $m) within the in Blue= wins 2013 / in Blue&Brown shadow = moves 2014 agency Advertiser / date of win / incumbent agency / current agency / ad spends 2013

Top 10 Nbr of Nbr of Ad Ad minimum Year of years since Previous Year of years since Previous Advertisersspends Advertisers spends win /new win /new AOR 2013 AOR 2013 10 max. 10 max. • Pepsico 2007 7 131 • Siemens-Bosch 2006 8 15 • Henkel 1998 +10 49 • Avtovaz 2005 9 13 OMD OM 7,5 • McDonald's 1997 +10 51 • Swatch Group 2009 5 12 • Renault 2008 6 Carat 25 • IFD 2004 10 11 • Sony Electronics 2012 2 Dentsu 25 • Crocus Group 2006 8 10 • Ford Motor 2005 9 62 • Chanel planning 2013 1 10 • VTB 24 All except TV 2013 1 Dentsu 45 • SEB 2006 8 Initiative 9 Mindshare 5,7 • Boehringer 2010 4 Vizeum 20 • Volvo 2005 9 8 • Tata Motors (Jaguar, Ld Rover) 2002 +10 15 • Suzuki 2010 4 Prior Media 7 • Kimberly Clark 2005 9 Initiative 13 • Red Bull 2012 2 OMD AMS 7 • Mars Wrigley 1991 +10 200 • Brit. Amer. Tabacco 2001 +10 9 • Coca-Cola bf. 2004 +10 71 • Bosco Di Ciliegi 2013 1 9 MediaVest / SMG 5,6 • Beeling ooh 2006 8 35 • Google 2012 2 Media Insti 8 • Avon 2005 9 OMD MD 28 • Lilly 2010 4 5 • Sportmaster planning 2013 1 BBDO 14 • Tiffany 2013 1 5 • Berlin-Chemie 2004 10 RAVU 67 • Pandora 2010 4 5 • Toyota incl. Lexus 1998 +10 67 • Bridgestone 1998 +10 2 Dentsu-Smart 5,2 • Aksona 2010 3 7 • MIG Credit 2011 3 2 • Renaissance Insurance 2011 5 Maxus, M 4 • Avanta 2010 4 1 • Russian Standard part 2013 1 OMD OM 4 • Brother 2012 2 1 • X5 Retail Group 2007 7 39 • CTC 2010 4 10 • Microsoft 2003 Carat 28 • Exxon Mobil 2001 +10 7 UM 5,2 • Takeda/Nycomed 2010 4 ZO 21 • Sun Inbev part 2003 +10 5 • Svyaznoy 2011 3 19 • Meda Pharma 2013 1 6 • Burger King 2008 6 9 • Conde Nast 2007 7 5 • Unilever 1998 +10 90 • Ehrmann 2012 2 MEC 10 • Kalina 2012 2 70 • Merz 2013 1 Media Insti 10 Initiative 5,1 • Beeline TV part+ Strat pl. 2010 4 80 • Borjomi 2013 1 Media Firs 7 • Euroset part 2010 4 Maxus 34 • Tchibo 1995 +10 2 • KFC / Yum! 2006 8 15 • Continental 2005 9 Maxus 2 • Pharmstandard 2012 2 OMD OM 121 • Walt Disney 2005 9 31 • M. Video 2009 5 Initiative, 71 • Microsoft 2014 0 28 Carat 5,0 • BMW 2010 4 Deni 37 • Mastercard 2014 0 20 • Adidas 1997 +10 34 • L'Etoile 2009 5 25 • Nokia 2009 5 31 • Philips 1997 +10 23 • P&G TV Buying 2005 9 212 • Philip Morris 2003 +10 12 • Novartis 2011 3 MEC 123 • Lactalis 2009 5 Carat 9 Starcom / SMG 5,0 • Mondelez (ex. Kraft) 2009 5 Mindshare 110 • Diageo 2012 2 Vizeum 6 • Megafon TV + ooh n 2013 2012 2 Vizeum 55 • Yakult 2007 7 Maxus 6 • Samsung 2011 3 Cheil 55 • Hachette 2010 4 PHD 5 • L’Oréal 2005 9 150 • 20th Fox 2013 1 Kadr Media 20 • Nestlé 2005 9 150 • Richemont 2005 9 MEC 11 ZenithOptimedia 4,6 • Sanofi Aventis 2005 9 56 • Capital Group 2011 3 11 incl. FMCG and Fuel • Merck/MSD 2013 1 OMD AM 25 • Efko 2012 2 Dentsu 10 • Daimler Mercedes 2013 1 MEC, Init 24 • Yandex 2012 2 10 • Volkswagen 2006 8 110 • Aeroflot part LBL 11 • P&G plan all media (lost non-TV b 1988 +10 Starcom 70 • Sony Mobile 2013 1 PHD 8 MediaCom 4,3 • Tele2 2002 +10 Vizeum, M 35 • Electronic Arts 2009 5 Initiative 8 • GSK 2013 1 35 • Shell 2008 6 8 • TEVA 2013 1 44 • HomeCredit Bank 2013 1 8 • Megafon planning 2011 3 Vizeum 27 • Sanoma Independent 2011 3 OM 24 • Media Markt part 2012 2 OMD OM 44 • PepsiCo / part Frito Lay 1997 +10 20 OMD Media 4,1 • Metro C&C 2012 2 Maxus 59 • PSA Peugeot/Citroen 2003 +10 UM 18 Direction • Sportmaster/Ostin 2012 2 OMD OM 55 • Mars/Wrigley planning 2009 5 MEC 17 • OBI 2013 1 ZO 24 • Progress/Frutonyanya 2011 3 Mediaplan 15 42- Russia RECMA report - November 2014 - Client Portfolio

T25- Russia Client Loyalty

Top 10 Nbr of Nbr of Ad Ad minimum Year of years since Previous Year of years since Previous Advertisersspends Advertisers spends win /new win /new AOR 2013 AOR 2013 10 max. 10 max.

• Reckitt 2003 +10 110 • Hyundai 2009 5 Strategist M 35 • Danone 2010 4 MEC 104 • Detskiy Mir 2013 1 9 Havas Media 4,1 • MTS 2010 4 Maxima 95 • Gazprom Bank 2014 0 Mediaplan 5 • Kia 2009 5 Strategist M 45 • Zambon 2012 2 MEC 5 • LVMH 2005 9 58 • Emirates 2013 1 Starcom 2 • J&J 2012 2 Vizeum 93 • Chanel mngd by Plus 2013 1 30 • Eldorado 2010 4 Vizeum 50 • Metro part 2009 5 Starcom,Sta 29 MEC 4,0 • Mega 2010 4 Initiative 74 • IKEA 2009 5 29 • Beiersdorf 2010 4 47 • Calzedonia 2009 5 22 • Colgate-Palmolive bf. 2004 +10 35 • NMZK NA NA 13 • General Motors 2009 5 77 • Abbott 2012 2 Media Idea 14 • Evalar (except press) 2011 3 Arena,Viz 58 • Lenta 2010 4 13 Vizeum 3,4 • Rostelecom TV 2013 1 PHD 30 • Perfetti van Melle 2006 8 13 • Central Partnership 2009 5 OMD MD 29 • Panasonic 2009 5 Prior Media 11 • VTB 24 (TV) 2014 0 25 • Food Union 2013 1 10 • Bayer 2012 2 MediaCom 37 • Rostelecom plan 2014 0 Vizeum 18 • PSA Peugeot/Peugeot 2003 +10 UM 26 • Buaron Pharma 2014 0 6 PHD 3,3 • Bank Russian Std 2013 1 16 • Intouch 2012 2 Starcom 5 • Leroy Merlin 2012 2 Vizeum 14 • Aquanika 2011 3 Sorec 4 • Sady Pridonya 2006 8 10 • Canon 2009 5 Havas 3 • Evalar part press 2004 10 35 • Ostankino OMPK 2013 1 Immedia 9 • Aeroflot Intl Mgt 2012 2 30 • Probusinessbank 2014 0 4 Arena MagicBox 2,9 • LG Electronics 2013 1 Mindshare 22 • REN TV 2010 4 4 • Actavis 2011 3 21 • Mercury (Gr of companies) 2013 1 3 • Antonio Puig 2008 6 15 • Megalopolis (Gr of companies) 2013 1 3 • Gazprom 2010 4 PHD, Star 37 • Vitek 2012 2 15 • Otto Group 2010 4 21 • Moscow Metro 2013 1 14 Ad O'Clock 2,8 • Pension Fund 2013 1 LBL 20 • Nokian Tyres 2010 4 OMD OM 9 • Sollers 2013 1 FBCi 15 • Aquafor 2010 4 8 • Desheli 2013 1 BETA 15 • Stage Entertainment 2008 6 6 • Orimi Trade 2010 4 Sorec Med 31 • Binbank 2013 1 11 • Tsentrobuv 2009 5 15 • Asus 2010 4 9 Starlink / SMG 2,6 • Zolla 2012 2 14 • Renaissance Credit 2013 1 14 • Miratorg 2011 3 Strong 13 • Honda part 2011 3 Carat 5 • Storck 2012 2 Media Fir 14 • Wargaming 2013 1 Media Unli 10 • Sberbank 2009 5 98 • Anvi Lab 2008 6 Carat 8 • Sportmaster part TV 2013 1 OMD MD 40 • Karcher 2011 3 Arena 6 Maxus 2,6 • S.C. Johnson 2011 3 24 • Castorama 2012 2 Ad O'Clock 6 • Gazprom Neft 2014 0 Carat 15 • Rusagro / EZHK 2013 1 5 • Fiat Chrysler 2010 4 OMD MD 10 • Megafon (Reg. TV) 2013 1 Initiative 5 • Nissan incl. Infiniti 2008 6 102 • Sportmaster ooh 2013 1 OMD MD 15 • MTS strat plan + inddor 2012 2 Maxima 41 • VTB Group (partly) 2012 2 15 OMD AMS 2,5 • Visa 2008 6 MEC 13 • May 2012 8 • HP 2009 5 ZO 12 • SDS food 2013 1 Maxus 10 • Lukoil 2013 1 Media Art 15 • Ma Magazine 2013 1 7 • Dr Reddys 2011 3 17 • Westfalika 2014 0 7 • Snezhnaya Koroleva 2013 1 PHD 15 • Chery Auto House 2014 0 7 Mediaplan 2,4 • Megafon OOH 2013 1 Vizeum 15 • Gazprom Bank 2010 6 • Ulmart 2012 2 10 • Cherkivoskiy 2010 4 5 • United Confection 2009 5 8 • Paulig Export 2006 8 4 42- Russia RECMA report - November 2014 - Client Portfolio

T25- Russia Client Loyalty

Top 10 Nbr of Nbr of Ad Ad minimum Year of years since Previous Year of years since Previous Advertisersspends Advertisers spends win /new win /new AOR 2013 AOR 2013 10 max. 10 max.

• Ferrero ext 2013 2008 6 Vizeum 98 • TNK BP 2011 3 Ad O'Clock 12 • Mitsubishi Motors 2013 1 27 • Formula 1 2014 0 New 11 Media Instinct 1,9 • Materia Medica 2012 2 24 • TZMO 2012 2 12 • Karo Holding (Warner) 2012 2 PHD 16 • Profmedia 2012 2 11 • Astellas Farma 2013 1 20 • GFD 2014 0 8 • Panda Ria NA NA 45 • Vovla part Ooh 2011 3 OMD 4 • Nizpharma / Stada 2010 4 19 • Rosneft 2014 0 Arena 4 LBL Comm. 1,3 • Aeroflot OOH + all in 2014 2014 0 11 • Vesna 2013 1 OMD 3 • Don Stroy part NA NA 9 • Safilo 2013 1 2 • Glenmark 2012 2 5 • Moreon 2012 2 2 • Megafon radio 2013 1 Vizeum 26 • Tourism of Turkey NA NA 7 • KRKA 2011 3 OMD Med 18 • Rusfic/Recordati NA NA 6 Media First 0,4 • Euroset part NA NA 14 • Tashir NA NA 3 • TV-3 NA NA 8 • La Redoute NA NA 3 • Gedeon Richter NA NA 7 • Egis NA NA 1 * Accounts in brackets”()” stand for part. At equal number of BIG, ranked by alphabetical order. political bodies are not

F. Overall activity 2014

RECMA Methodology and Concepts

T0 - Structure of the industry

T0b - Methodology

T1 - Overall Activity by local brand 2014)

T2/T2b - Overall Billings by Network & Group 20143

T3 - Overall Growth 2014-13

RECMA Overall Activity Rankings 2014 – March 2015 Copyright © 2015 RECMA Reports | All Rights Reserved | Content Cannot Be Reproduced Without Written Permission RECMA Inc New York • RECMA London • RECMA SA Paris• RECMA Perth • RECMA Bangkok ‐ www.recma.com ‐ March31, 2015 ‐ Ann

T0‐ 42‐Russia Structure of the industry RECMA defines an agency brand as a local agency having its own identity, management team, client list and services offerings.

Owner groups / Sub‐brands Networks Local agency brands media branch (in traditional media) Maxus Maxus

MediaCom MediaCom MC2 WPP / GroupM MEC MEC

Mindshare Mindshare

Starcom

Starcom MediaVest SMG MediaVest Publicis / Publicis Starlink

ZenithOptimedia ZenithOptimedia

OMD OM

OMD AMS OMD OM Group OMD Mediaplan Omnicom / Omnicom Media Group Media Instinct

OMD Media Direction OMD MD/PHD Group PHD PHD incl. Mediawise Carat Carat

Vizeum Vizeum Dentsu / Dentsu Aegis ‐ Ad O' Clock

Dentsu Media Dentsu‐Smart

Initiative Initiative

Interpublic (IPG) / Mediabrands UM UM

BPN (not established)

Havas Media Havas Media Havas / Havas Media Arena Arena MagicBox

INDEPENDENTS / NON‐PART OF THE NETWORKS CG IMMEDIA CG IMMEDIA Immedia

Hidalgo Advertising Syndicate Hidalgo Advertising Syndicate Hidalgo

LBL Communication Group LBL Communication Group LBL Comm.

Media Arts Group Media Arts Group Media Arts

Media Net Media Net Media Net

TWIGA Communication Group TWIGA Communication Group Media First

RECMA Overall Activity Rankings 2014 – March 2015 Copyright © 2015 RECMA Reports | All Rights Reserved | Content Cannot Be Reproduced Without Written Permission RECMA Inc New York ‐ • RECMA London • RECMA SA Paris• RECMA Perth • RECMA Bangkok ‐ [email protected] ‐ www.recma.com – March, 2015

T0b‐ 42‐Russia Methodology & definitions

Overall Activity is now the unique metric retained by RECMA for ranking media agencies. It includes buying & planning billings as well as three other categories of services : 1‐ Digital services (six segments from display to web production); Overall Activity vs. Buying 2‐ Diversified Services (Branded Content/ Events/ Sponsoring/ Sports marketing; Local/ retail / multi‐cultural/ billings Econometrics/ ad hoc research; Marketing consulting/ Bartering etc); 3‐ International Account Coordination. Therefore Overall Activity (OA) volume is larger than Billings which represents from 90% to 50% of a media agency OA. Traditional media cover TV, radio, posters, newspapers and magazines. These advertising placements are measured Traditional vs. Non by research companies as well as internet display partly. These ad spend figures are defined by RECMA as "Buying billings". They are adjusted for balancing each country weight, following international references (ZO Forecasts, traditional media (Specialized etc). Resources) In addition RECMA adds Diversification in order to measure the whole of the agency activities. Hence the concept of Overall Activity volume. Adspends are the data produced by research companies when they monitor traditional billings. Industry shares are Industry shares vs. adspends data established by RECMA through the calculation of Overall Activities managed by the six Groups of media networks (not counting independents).

RECMA evaluates 15 networks part of the six major international Communication and Marketing services Groups. Networks vs. independents About one hundred of independent media agencies are also studied and evaluated by RECMA. Globally their share is less than 10% of the six Groups. A local agency is considered as Partner of Media Network/Group if the Network has a 51% majority share of ownership. Independents Affiliated vs. In this case the Partner agency should follow the rules and processes of the International Network. Partners When the Media Network/Group has either no equity capital link or a minority share of ownership with the local agency, the local agency is considered as Affiliated and therefore Independent from the Network. RECMA defines a media agency brand at a local level, by country, as having its own identity reported in corporate press releases or articles, website, client list, manager and participating to pitches as a stand‐alone agency. Several brands can be part of a same network in one country. Agency brand vs. sub‐agency Are defined as sub‐agency the second brands integrated to the major agency organization often for managing client or units conflicts but without any pitch activity or corporate identity. Are considered as internal branded unit those fully dedicated to a single client ‐ Fulcrum (Unilever India), Primus (J&J Europe ) or other brands integrated in the agency (for example in Germany : 4 regional brands part of OMD and two brands part of Vizeum). The ratio Overall Activity per head (staff) is reported for each brand, in table 1. This ratio is a country indicator of the maturity of the industry as well as an index of productivity & activity per Ratio Overall Activity/ Staff head. The variance of this agency index within the same country is generally correlated with agency size or with client profile (exemple: agencies with big FMCG clients such as P&G/ Unilever use to have higher ratio)

Country adjustment deflators In order to balance countries weights in the RECMA global reports a deflator is applied, leading to buying billings applied to Buying billings GROSS ADJUSTED. They are not average discount rates.

Country methodology Sources & process 1/ RECMA asked the agencies to declare their Staff number and Overall activity growth rate. 2/ Using historical data, previous years declarations as well as Specialized Resources staff structure, the declared Non traditional share have been revised to estimate Non traditional billings amount. 3/ Based on buying & non traditional activity evolution and agencies declarations, RECMA has estimated the final Overall Activity growth rate. 4/ Based on 2013 client lists Buying amount validated with agencies and Moves 2014 reported in Compitches 2014, RECMA has established 2014 Buying amount. (Advertisers budgets are based on Kantar‐TNS GROSS ad‐monitoring amounts adjusted after deflators ‐ see below).

RESTATES: for Growth consistency , 2013 Overall billings may have been restated accordingly. Country adjustment A ‐55% coefficient has been applied on TV for the Top 5 advertisers and ‐40% for the others. deflator applied to Buying A ‐20% coefficient has been applied on all other media. billings Currency exchange rate in US$m

RECMA Overall Activity Rankings 2014 – March 2015 Copyright © 2015 RECMA Reports | All Rights Reserved | Content Cannot Be Reproduced Without Written Permission RECMA Inc New York ‐ • RECMA London • RECMA SA Paris• RECMA Perth • RECMA Bangkok ‐ [email protected] ‐ www.recma.com – March16, 2015

Table 1‐ 42‐Russia Overall Activity 2014 by local agency brand

(A) (B) (C) (D&E) (F= A/D) Prelim. R Ratio Agency brands part of the networks / Media OVERALL OVERALL Growth

A 2014 OAv. / branches Activity Activity rate STAFF N Staff

Industry 2014 2013 14/13 K 2014 shares Independents / non‐part of the networks rounded rounded % 2014 USD Mo USD Mo rounded 2014 2013

1 7,8% OMD Optimum Media / OMD OM Gr / OMG 809 771 5% 290 274 2,8

2 7,4% Carat / Dentsu Aegis 772 750 3% 165 162 4,7

3 6,7% ZenithOptimedia / Publicis 703 617 14% 175 198 4,0

4= 6,3% MEC / GroupM 662 601 10% 280 265 2,4

4= 6,3% Starcom / Publicis 657 592 11% 175 185 3,8

6= 5,6% Media Instinct / OMD OMD Gr / OMG 586 461 27% 220 183 2,7

6= 5,6% OMD Media Direction / OMD MD‐PHD Gr / OMG 579 503 15% 258 246 2,2

8= 5,5% Havas Media / ADV / Havas 577 525 10% 260 241 2,2

8= 5,5% Vizeum / Dentsu Aegis 572 550 4% 164 171 3,5

10 4,6% MediaCom / GroupM 476 433 10% 180 176 2,6

11 4,1% Initiative / ADV / Mediabrands 430 410 5% 230 224 1,9

12 3,8% MediaVest / Publicis 398 437 ‐9% 105 140 3,8

13 3,2% OMD AMS / OMD OM Gr / OMG 329 307 7% 129 119 2,5

14= 3,1% Ad O'Clock / Dentsu Aegis 327 284 15% 122 107 2,7

14= 3,1% Mindshare / GroupM 325 310 5% 185 185 1,8

16 3,0% Maxus / GroupM 317 244 30% 128 111 2,5

17 2,8% Dentsu Smart / Dentsu Aegis 296 282 5% 125 100 2,4

18= 2,0% UM / ADV / Mediabrands 213 213 0% 170 165 1,3

18= 2,0% Starlink / SMG / Publicis 205 195 5% 88 87 2,3

18= 2,0% PHD / OMD MD‐PHD Gr / OMG 204 185 10% 161 155 1,3

21 1,7% Media Net / Independent 174 155 12% 75 107 2,3

22= 1,6% Mediaplan / OMD OM Gr / OMG 163 142 15% 81 74 2,0

22= 1,6% Arena MagicBox / ADV / Havas 162 141 15% 145 135 1,1

24= 1,5% Media First / Independent 155 141 10% 54 55 2,9

24= 1,5% LBL Comm. / Independent 155 135 15% 75 62 2,1

26 0,8% Media Arts / Independent 83 83 0% 70 70 1,2

27 0,7% Immedia / Independent 68 68 0% 70 70 1,0 28 0,3% Hidalgo / Independent 31 28 11% 30 30 1,0 Total 28 brands ‐ 100% 10 427 9 563 9% 4 210 4 097 2,5 Media agency industry according to RECMA

For detailed explanation per agency see T3 RECMA Overall Activity Rankings 2014 – March 2015 Copyright © 2015 RECMA Reports | All Rights Reserved | Content Cannot Be Reproduced Without Written Permission RECMA Inc New York ‐ • RECMA London • RECMA SA Paris• RECMA Perth • RECMA Bangkok ‐ [email protected] ‐ www.recma.com – March16, 2015

Table 2‐ 42‐Russia Overall Activity 2014 by Network

(A) (B) (C) (D&E) (F= A/D) Prelim. R Ratio Media Networks OVERALL OVERALL Growth

A 2014 OAv. / incl. agency brands Activity Activity rate STAFF N Staff

Industry & other media entities 2014 2013 14/13 K 2014 shares rounded rounded % 2014 USD Mo USD Mo rounded 2014 2013

1 25,3% OMD / OMG Omnicom * 2 466 2 184 13% 978 896 2,5

2 8,8% Starcom / Publicis SMG 862 787 10% 263 272 3,3

3 7,9% Carat / Dentsu Aegis 772 750 3% 165 162 4,7

4 5,9% Havas Media / Havas 577 525 10% 260 241 2,2

5 7,2% ZenithOptimedia / Publicis ZO 703 617 14% 175 198 4,0

6 6,8% MEC / GroupM 662 601 10% 280 265 2,4

7 5,9% Vizeum / Dentsu Aegis 572 550 4% 164 171 3,5

8 4,9% MediaCom / GroupM 476 433 10% 180 176 2,6

9 4,4% Initiative / Mediabrands 430 410 5% 230 224 1,9

10 4,1% MediaVest / Publicis 398 437 ‐9% 105 140 3,8

11 3,4% Ad O'Clock / Dentsu Aegis 327 284 15% 122 107 2,7

12 3,3% Mindshare / GroupM 325 310 5% 185 185 1,8

13 3,2% Maxus / GroupM 317 244 30% 128 111 2,5

14 3,0% Dentsu Media / Dentsu Aegis 296 282 5% 125 100 2,4

15 2,2% UM / Mediabrands 213 213 0% 170 165 1,3

16 2,1% PHD / OMG Omnicom 204 185 10% 161 155 1,3

17 1,7% Arena / Havas 162 141 15% 145 135 1,1 ‐ 100% Total Networks studied by RECMA 9 761 8 953 9% 3 836 3 703 2,5

‐ Media Net / Independent 174 155 12% 75 107 2,3

‐ Media First / Independent 155 141 10% 54 55 2,9

‐ LBL Comm. / Independent 155 135 15% 75 62 2,1

‐ Media Arts / Independent 83 83 0% 70 70 1,2

‐ Immedia / Independent 68 68 0% 70 70 1,0

‐ Hidalgo / Independent 31 28 11% 30 30 1,0 * Locally, Optimum Media OMD and OMD Media Direction are two sepparate networks in Russia. They are independent and have separate ownership.

Optimum Media OMD is the OMD network representative. OMD Media Direction is in the competitive group called OMD MD/PHD and belongs to BBDO group. RECMA Overall Activity Rankings 2014 – March 2015 Copyright © 2015 RECMA Reports | All Rights Reserved | Content Cannot Be Reproduced Without Written Permission RECMA Inc New York ‐ • RECMA London • RECMA SA Paris• RECMA Perth • RECMA Bangkok ‐ [email protected] ‐ www.recma.com – March16, 2015

Table 2b‐ 42‐Russia Overall Activity 2014 by Group of Networks (A) (B) (C) (D&E) (F= A/D) Prelim R Ratio OVERALL OVERALL Growth

A 2014 Media Branches OAv. / Activity Activity rate STAFF N (Group of Networks) Staff

Industry 2014 2013 14/13 K 2014 shares rounded rounded % 2014 USD Mo USD Mo rounded 2014 2013 1 27% Omnicom Media Group 2 670 2 369 13% 1 139 1 051 2,3

2= 20% Dentsu Aegis 1 966 1 866 5% 576 540 3,4

2= 20% Publicis 1 963 1 841 7% 543 610 3,6

‐ 13% of which Starcom MediaVest 1 260 1 224 3% 368 412 3,4

‐ 7% of which ZenithOptimedia 703 617 14% 175 198 4,0

4 18% GroupM 1 780 1 588 12% 773 737 2,3

5 8% Havas Media 739 666 11% 405 376 1,8

6 7% Mediabrands 643 623 3% 400 389 1,6 ‐ 100% Total Groups studied by RECMA 9 761 8 953 9% 3 836 3 703 2,5

‐ Media Net / Independent 174 155 12% 75 107 2,3

‐ Media First / Independent 155 141 10% 54 55 2,9

‐ LBL Comm. / Independent 155 135 15% 75 62 2,1

‐ Media Arts / Independent 83 83 0% 70 70 1,2

‐ Immedia / Independent 68 68 0% 70 70 1,0

‐ Hidalgo / Independent 31 28 11% 30 30 1,0 RECMA Overall Activity Rankings 2014 – March 2015 Copyright © 2015 RECMA Reports | All Rights Reserved | Content Cannot Be Reproduced Without Written Permission RECMA Inc New York ‐ • RECMA London • RECMA SA Paris• RECMA Perth • RECMA Bangkok ‐ [email protected] ‐ www.recma.com – March16, 2015

Table 2Local‐ 42‐Russia Overall Activity 2014 by LOCAL Network

(A) (B) (C) (D&E) (F= A/D) Prelim. R Ratio Media Networks OVERALL OVERALL Growth

A 2014 OAv. / incl. agency brands Activity Activity rate STAFF N Staff

Industry & other media entities 2014 2013 14/13 K 2014 shares rounded rounded % 2014 USD Mo USD Mo rounded 2014 2013

1 19,3% OMD OM Group / OMG Omnicom 1 887 1 681 12% 720 650 2,6

2 8,8% Starcom / Publicis SMG 862 787 10% 263 272 3,3

3 7,9% Carat / Dentsu Aegis 772 750 3% 165 162 4,7

4 5,9% Havas Media / Havas 577 525 10% 260 241 2,2

5 7,2% ZenithOptimedia / Publicis ZO 703 617 14% 175 198 4,0

6 6,8% MEC / GroupM 662 601 10% 280 265 2,4

7 5,9% Vizeum / Dentsu Aegis 572 550 4% 164 171 3,5

8 4,9% MediaCom / GroupM 476 433 10% 180 176 2,6

9 4,4% Initiative / Mediabrands 430 410 5% 230 224 1,9

10 4,1% MediaVest / Publicis 398 437 ‐9% 105 140 3,8

11 3,4% Ad O'Clock / Dentsu Aegis 327 284 15% 122 107 2,7

12 3,3% Mindshare / GroupM 325 310 5% 185 185 1,8

13 3,2% Maxus / GroupM 317 244 30% 128 111 2,5

14 3,0% Dentsu Media / Dentsu Aegis 296 282 5% 125 100 2,4

15 2,2% UM / Mediabrands 213 213 0% 170 165 1,3

16 8,0% OMD MD PHD Gr / BBDO 783 688 14% 419 401 1,9

17 1,7% Arena / Havas 162 141 15% 145 135 1,1 ‐ 100% Total Networks studied by RECMA 9 761 8 953 9% 3 836 3 703 2,5

‐ Media Net / Independent 174 155 12% 75 107 2,3

‐ Media First / Independent 155 141 10% 54 55 2,9

‐ LBL Comm. / Independent 155 135 15% 75 62 2,1

‐ Media Arts / Independent 83 83 0% 70 70 1,2

‐ Immedia / Independent 68 68 0% 70 70 1,0

Table 2bLocal‐ 42‐Russia Overall Activity 2014 by LOCAL Group of Networks (A) (B) (C) (D&E) (F= A/D) Prelim R Ratio OVERALL OVERALL Growth

A 2014 Media Branches OAv. / Activity Activity rate STAFF N (Group of Networks) Staff

Industry 2014 2013 14/13 K 2014 shares rounded rounded % 2014 USD Mo USD Mo rounded 2014 2013 1= 20% Dentsu Aegis 1 966 1 866 5% 576 540 3,4

1= 20% Publicis 1 963 1 841 7% 543 610 3,6

‐ 13% of which Starcom MediaVest 1 260 1 224 3% 368 412 3,4

‐ 7% of which ZenithOptimedia 703 617 14% 175 198 4,0

3 19% OMD OM Group 1 887 1 681 12% 720 650 2,6

4 18% GroupM 1 780 1 588 12% 773 737 2,3

5 14% ADV 1 382 1 289 7% 805 765 1,7

6 8% OMD MD PHD Group 783 688 14% 419 401 1,9 ‐ 100% Total Groups studied by RECMA 9 761 8 953 9% 3 836 3 703 2,5

‐ Media Net / Independent 174 155 12% 75 107 2,3

‐ Media First / Independent 155 141 10% 54 55 2,9

‐ LBL Comm. / Independent 155 135 15% 75 62 2,1

‐ Media Arts / Independent 83 83 0% 70 70 1,2

‐ Immedia / Independent 68 68 0% 70 70 1,0

Table 3‐ 42‐Russia Activity growth rates 2014

Growth Rate Overall Staff FINAL Overall Activity volume estimation

2014 2013 2014 2013 2014 2013 2014 2013 2014 2013 2013 2014 2014 2013 2014 2013

A BH B BB C= E/Q BC D= E‐Q BD E Q FGHI= H/J J= F+G+H K= J/A E= J/E BR

FINAL DECLARED BY AGENCY STAFF growth in STAFF growth STAFF number BUYING Client NON‐ SHARE FINAL OAv 2013 Ratio Overall activity TRADI of NON‐ OVERALL RESTATED per head RECMA estim growth in % % y‐o‐y. 2013 Portfoli growth in % in absolute value o Value Activity TRADI Activity according Nov. 2014 Activity Billings to OAB 2014 revised Nov. 2014 2014 & (with March 2014 USD Mo Growth Agencies prorata revised Rate USD Mo Maxus 30% ‐11% 30% ‐11% 15% ‐27% 17 ‐41 128 111 200 57 60 19% 317 244 2,5 2,3 Media Instinct 27% 32% 27% 32% 20% 48% 37 59 220 183 405 81 100 17% 586 461 2,7 3,0 Ad O'Clock 15% 41% 15% 41% 14% 26% 15 22 122 107 180 57 90 28% 327 284 2,7 2,4 Arena-Magic Box / 15% 35% 25% 70% 7% 35% 10 35 145 135 120 2 40 25% 162 141 1,1 1,0 ADV

OMD Media Direction 15% 63% 35% 63% 5% 46% 12 77 258 246 450 23 106 18% 579 503 2,2 2,3

MediaPlan 15% 25% 15% 25% 9% 17% 7 11 81 74 92 41 30 18% 163 142 2,0 1,6 LBL Comm. 15% 32% 23% 32% 21% ‐5% 13 ‐3 75 62 130 0 25 16% 155 135 2,1 2,3 ZenithOptimedia 14% 20% 14% 20% ‐12% 16% ‐ 23 28 175 198 560 44 99 14% 703 617 4,0 3,3 Media Net 12% 17% 12% 17% n.e. n.e. ‐ 32 n.e. 75 107 150 0 24 14% 174 155 2,3 0,9 Starcom 11% 19% 11% 19% ‐5% 6% ‐ 10 10 175 185 530 27 100 15% 657 592 3,8 3,6 PHD 10% 130% 21% 259% 4% 80% 6 68 161 155 180 ‐31 55 27% 204 185 1,3 1,4 MEC 10% 38% 10% 38% 6% 15% 15 34 280 265 525 ‐3 140 21% 662 601 2,4 2,5 MediaCom 10% 14% 28% 14% 2% 2% 4 3 180 176 370 16 90 19% 476 433 2,6 2,8 Havas Media / ADV 10% 7% 10% 7% 8% 27% 19 51 260 241 460 16 101 18% 577 525 2,2 2,3 Media First 10% 35% 19% 35% ‐2% 10% ‐ 1 5 54 55 115 10 30 19% 155 141 2,9 2,8 Hidalgo 10% 32% 18% 32% 0% n.e. ‐ n.e. 30 30 30 0 1 3% 31 28 1,0 0,6 OMD AMS 7% 39% 7% 39% 8% 4% 10 5 129 119 243 13 73 22% 329 307 2,5 2,7 Mindshare 5% 22% 5% 22% 0% 0% ‐ 0 185 185 265 ‐28 88 27% 325 310 1,8 1,9 Dentsu Smart 5% ‐7% 5% ‐7% 25% 18% 25 15 125 100 209 17 70 24% 296 282 2,4 2,8 Initiative / ADV 5% 20% 5% 20% 3% 24% 6 44 230 224 350 ‐13 93 22% 430 410 1,9 2,0

OMD Optimum Media 5% 13% 6% 13% 6% 18% 16 42 290 274 607 41 161 20% 809 771 2,8 2,8

StarLink 5% 25% 5% 38% 1% 16% 1 12 88 87 165 ‐141 20% 205 195 2,3 2,4 Vizeum 4% ‐5% 4% ‐5% ‐4% ‐10% ‐ 7 ‐ 19 164 171 370 43 159 28% 572 550 3,5 3,1 Carat 3% 49% 3% 49% 2% 16% 3 22 165 162 545 55 172 22% 772 750 4,7 4,4 UM / ADV 0% 32% 0% 37% 3% 27% 5 35 170 165 160 ‐17 70 33% 213 213 1,3 1,3 Media Arts 0% 25% n.a. 25% n.e. n.e. ‐ n.e. 70 70 65 0 18 22% 83 83 1,2 0,9 Immedia 0% 22% n.a. 22% n.e. n.e. ‐ n.e. 70 70 58 0 10 15% 68 68 1,0 0,5 MediaVest ‐9% 5% ‐9% 5% ‐25% 8% ‐ 35 10 105 140 345 ‐22 75 19% 398 437 3,8 3,1 Average/Totals 9% 13% 3% 13% 113 525 4 210 4 097 7 879 428 2 120 20% 10 427 9 563 2,5 2,4