“Corporate Profile”

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Our Mission

“Our mission is to support our clients to reach their business targets. We assimilate their business strategies and serve them to reach their business targets through our communication expertise.”

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Who We Are• Established in September 2007 by Ahter Kutadgu

• Member of Worldcom Public Relations Group

• Our expertise areas:

- Corporate Communications

- Media Relations

- Change / Internal communications

- Public/Government Affairs

- Marketing Communications

- Crisis Communications

- Leadership communications

- Event Management

- Sustainability / Corporate Social Responsibility program / project design, management and communication

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• Graduated from Istanbul University Law Faculty after Saint Joseph French High School (1987)

• Worked for Ditaş-Deniz İşletmeciliği ve Tankerciliği A.Ş. as legal advisor (1990-1991)

• For Mobil Oil Türk A.Ş as legal and regulatory affairs manager (1991-1995)

• For Unilever Turkey as General Counsel (1995-1999) and then as Board Member and Corporate Affairs Director (1999-2002)

• For Nestle Turkey as Board Member and Corporate Affairs Director (2002-2005);

• For Sabancı Holding as group corporate communication director (2005-2006);

• For Türk Telekom as VP corporate affairs (2006-2007);

• Managing Partner in Kutadgu Consulting (Sept.2007 - )

• Between 2003-2007 he acted as YASED (International Investors Association) board member and as TOBB (Turkish Union of Chambers and Trade Bourses) FDI Council VP; between 2003-2004 as ŞEMAD and ECR Turkey board member.

Ahter Kutadgu

Managing Partner

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Worldcom

• Worldcom Public Relations Group is the world's leading

network of independently owned public relations counseling firms

with110 offices in 40 countries on 5 continents. (http://www.worldcomgroup.com/)

– Worldcom provides global expertize with local know-how and

business culture

• Kutadgu Danışmanlık is the only partner of Worldcom in

Turkey.

• As a partner in Worldcom Public Relations Group, Kutadgu is

active in the Word of Mouth Marketing Association. Learn more

about WOMMA at http://WOMMA.org.

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Our Approach & Key Characteristics

• Our Approach

- Your reputation is our reputation

- Communication ultimately serves to reach business objectives

- Sustainable relationships/engagements are key for success

• Our Key Characteristics

- Business value driven

- Proactive

- Always accessible

- Deadline obsessive

- Fast

- Open and frank

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How we work

• Accountability- Each client’s work is overseen by a member of our

management team- Client teams are built around each client’s unique needs- In corporate communication, leadership communication and

crisis communication, Ahter Kutadgu is personally in charge of the agency performance vis-a-vis our clients

• Operational- Bi-weekly review meetings at senior level- Daily media coverage reports- Monthly media coverage reports with agency assessments- Quarterly performance assessments

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Strategic ProcessBusiness Objectives & Strategy

Competitive Analysis & Reputation Survey

SWOT Analysis

Communication Objectives

Positioning & Key Messages

Stakeholders & Target Groups Analysis

Specific Messages to Stakeholders & Target Groups

Communication Tools/Channels Analysis

Strategy

Action Plan

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How we measure our performance• Stakeholder Assessment through pre/post Reputation Surveys

- Yearly assessments

- Quarterly corporate communications effectiveness assessments

• Media Coverage

- Targeted message delivery

- Reach to right audience

• Syndicated surveys e.g. most reputable , admired companies, best companies to work for, accountability ratings

• Stakeholders attitude/behavioral change, engagement

• Targeted 3rd party endorsements

• Alternative/social media reach and feedback

• Program participation and feedback

• Event attendees and feedback

• Ambassador recruitment

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Reputation Management Pillars

REPUTATION MANAGEMENT

Corporateperformance Leadership Social

Contribution• Innovation and product

portfolio• Product and service quality• Profitability, revenue and

growth• Investments• Countries where it is active

and customer portfolio

• Professional senior management

• Corporate mission, vision and values

• Sustainability approach/leadership/reporting

• Management quality• Human resources policy• Sectoral leadership and

influence• Innovation and

entrepreneurship

• Corporate social responsibility & sustainability policy, projects and performance

• Contributions to the social /economic life and environment

• Added-value for life with the services and the products

• Sensitivity to employees, suppliers, customers and other stakeholders

• Social and environmental performance in business activities

Corporate structure

• History and corporate development

• Shareholding structure• Employment standards• Corporate governance• Corporate Culture• Employee satisfaction• Open communication

and transparency

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Corporate Communications

Media Relations Management

Risk & Crisis Communications

Marketing Communications

Expertise Areas

Change / Internal Communications

Public Affairs

Event Management

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Corporate Communication - Scope

∙ Formulation and management of corporate communication strategy

∙ Sponsorship management

∙ Sustainability/Corporate social responsibility management and communication

∙ Leadership communication

∙ Issue/Agenda management

∙ Stakeholder management (media, NGO’s, academia, governmental authorities)

∙ M&A communication

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Corporate Communication – Kutadgu Team Experience 1

Credentials

• Corporate communication strategies of Unilever Turkey, Nestlé Turkey, Sabanci Holding, Turk Telekom, Kraft Foods Turkey, Sony Ericsson Turkey, Boehringer Ingelheim, Actavis, Karsan Automotive, TEB-BNP Paribas, Limak Holding , YASED-International Investors Association, Unit Group, Erdem&Erdem,

OMV, Koç Bilgi Group, Kimberly-Clark,Borasco (OMV Gas&Power Turkey) and Tchibo Turkey, Jival, Simfer

• “Picasso in Istanbul” exhibition sponsorship for Sabancı Holding

• CSR Projects:

― “Topkapı Palace CIF Cleaning”, “Living Lakes Turkey (Uluabat)” and “Klazomenai, reveal of the first olive oil workshop: Unilever Turkey

― Nutrition I Can (Beslenebilirim): Nestlé Turkey ― Sabancı foundation VAKSA projects: Sabancı Holding ― Computer Literacy Program: Turk Telekom; ― CSO (Presidential Symphonic Orchestra) sponsorship and microcredit for

small entrepreneurs in South East Anatolia: Limak ― Green Info Platform project: Koç Bilgi; ― Stakeholder management program: Borasco (OMV Gas&Power Turkey)

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Corporate Communication - Kutadgu Team Experience 2

Credentials• Issue management for GMO’s, unfair competition in food industry,

E Codes in food, Tariff rebalancing in telecommunication and margarine consumption

• Leadership communication management for, Hasan Yılmaz and Jacques Ferrirer (Unilever), Martial Rolland (Nestlé) , Güler Sabancı (Sabancı), Paul Doany (Türk Telekom), Şaban Erdikler (YASED), Roger Bolander (Sony Ericsson), Ünal Aysal (Unit Group), Nihat Özdemir-Ebru Özdemir (Limak), Prof.Dr.Ercüment Erdem (Erdem&Erdem),

Mehmet Nalbantoğlu (Koç Bilgi Grubu), Gülen Bengi (Kimberly-Clark), Korkut Öztürkmen (Borasco- OMV Gas&Power Turkey) and Şenay Küçük Tanşu (Tchibo Turkey)

• M&A communication for acquisition of Bestfoods (Knorr) and Diversey by Unilever; disposal of dairy business by Nestle; acquisition of Fako Pharma by Actavis; acquisition of Akenerji 50 % shares by CEZ; acquisition of TEB Insurance by Zurich

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Expertise Areas

Corporate Communications

Media Relations Management

Risk & Crisis Communications

Marketing Communications

Change / Internal Communications

Public Affairs

Event Management

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Media Relations Management - Scope• Formulation of media relations strategy

• Establishment of realistic and sustainable relationship with due consideration to internal dynamics of the media

• Setting media agenda

• Messaging and conveyance to the right media

• Special reports / dossiers

• Effective use of traditional and digital media and interactive channels (social media / networks / on-line videos)

• Qualitative / quantitative media coverage analysis and reporting

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Media Relations Management - Kutadgu Team Experience

• Strategy formulation and management of media relations for:

- Unilever Turkey

- Nestlé Turkey

- Sabancı Holding

- Turk Telekom

- Limak Holding

- Unit Group

- OMV

- Nabucco International GmbH

- Erdem&Erdem

- Koç Bilgi Grubu

- Kimberly-Clark

- Borasco (OMV Gas&Power Turkey)

- Tchibo Turkey

- YASED-International Investors Association

- Jival

- Simfer

- Sony Ericsson Turkey

- Sabancı Foundation

- Zurich Insurance

- Kraft Foods Turkey

- TEB-BNP Paribas

- Actavis

Expertise Areas

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Corporate Communications

Media Relations Management

Risk & Crisis Communications

Marketing Communications

Change / Internal Communications

Public Affairs

Event Management

• Regulatory monitoring

• Lobbying towards regulatory development

• Relationship and communication management with governmental authorities

• Government agenda monitoring

• Network management of NGO and academia

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Public Affairs - Scope

•Representation of Nestle Turkey in YASED (International Investors Association) board and in TOBB (Turkish Union of Chambers and Trade Bourses) FDI Council

•Lobbying for competitive pricing in the monopolistic Turkish tea market (Unilever-Lipton)

•Operational licenses procurement for Unilever Turkey and Nestle Turkey

•Management of government relations for Unilever Turkey and Nestle Turkey

•Membership in ERT (European Round Table of Industries) Turkey organization representing Unilever and Nestle

•Lobbying for the introduction of the WHO Code of Marketing of Breast-milk Substitutes” into the Turkish legislation (Nestle)

•Local stakeholder engagement plan for Akkök Group in Yalova and for Borasco (OMV Gas&Power Turkey) in Samsun

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Public Affairs - Kutadgu Team Experience

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Expertise Areas

Corporate Communications

Media Relations Management

Risk & Crisis Communications

Marketing Communications

Change / Internal Communications

Public Affairs

Event Management

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Risk & Crisis Communication - Scope

Services• Crisis Planning & Drills

• Reputation Management & Crisis Communications in incidents such as:

Product Recalls/Liability Industrial Accidents Fires, Explosions Chemical Spills Misconduct, Negligence Litigation Communications Food Contamination/Illness Identity/Security Breach Strike Business disposal/downsizing Company/product boycott

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Risk & Crisis Communication - Kutadgu Team Experience

• Crisis communication management in the disposal of dairy business by Nestle Turkey;

• Crisis communication plans and drills for Unilever Turkey Nestlé Turkey Sabancı Holding

• Boycott against foreign companies' products (Unilever and Nestle)

• Consumer reactions against GMO (Genetically Modified Organisms) and E Codes in Unilever and Nestle

• Health concerns for margarines (Unilever)

• Sectoral, NGO and media reactions against Türk Telekom price increase

• Environmental protests against Aksa in Yalova

Türk Telekom Limak Holding Kimberly-Clark

Actavis Turkey ICF Airports Akkök Group

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Expertise Areas

Corporate Communications

Media Relations Management

Risk & Crisis Communications

Marketing Communications

Change / Internal Communications

Public Affairs

Event Management

Marketing Communication - Scope

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•Brand Positioning

•Strategic marketing communication planning

•Special costumer groups communication and execution

•Product launch communication planning and execution

•Social media engagement

• Türk Telekom “innovation” campaign (Family Card, TTSMS)

• Türk Telekom “internet for every house” campaign

• Türk Telekom “New Tariffs Cem Yılmaz” campaign

• “Sales oriented direct marketing activities” Colgate, Vestel, Paro,

Monarch Court

• “Merchandising activites” Palmolive

• “Launch planning and execution” Mitsubishi Colt, TEB Bonus

İzmirim Card, Sony Ericsson, Koç.net ADSL2+

• Guinness record attempt for Patos Critos (Kraft)

• Mystery shopper activities for Pharmaton, Tomapyrin and Antistax

(Boehringer Ingelheim)

• TEB SME Academy and Future Strategy Conferences

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Marketing Communication – Kutadgu Team Experience

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Expertise Areas

Corporate Communications

Media Relations Management

Risk & Crisis Communications

Marketing Communications

Change / Internal Communications

Public Affairs

Event Management

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Change / Internal Communication - Scope

Services• Strategic management of information flows to ensure the optimal

level of employee engagement

• Alignment of employees to business objectives and strategies

• Reinforces the vision, values and culture among employees

• Good internal communications Builds understanding Promotes engagement- Reinforces values- Prepares people for crises

• Good internal communications is Clear Credible Concise Consistent Constructive …and Timely

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Change / Internal Communication – Kutadgu Team Experience

• Unilever Turkey (new global strategy “Path to Growth” ; new HR system and leadership model)

• Nestlé Turkey (disposal of dairy business, new global and local strategy, new set of values)

• Sabancı Holding (new management and new strategy)

• Türk Telekom (mind-set shift from public to private company; company restructuring)

• Koç Bilgi Grubu (alignment to business objectives and positioning of KBG as a group of companies ; Yeşil Bilgi Platformu ambassador program)

• TEB (“Kıvılcım” internal communication portal)

• ICF Airport’s (Internal communication plan for handover of terminal 2)

Change / Internal Communications

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Expertise Areas

Corporate Communications

Media Relations Management

Risk & Crisis Communications

Marketing Communications

Public Affairs

Event Management

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Planing and execution of

•Media events

•Meetings, Seminars & Conferences

•Product launch events

•Fairs & Exihibitions

•Road Shows and other field activities planning and management

•Sales oriented event planning and management

Event Management - Scope

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Event Management – Kutadgu Team Experience

• Volkswagen “VOLT” Turkey Road Show

• GSM Plenary Meeting İstanbul 2002

• “Sodex” Teknosa fair events

• “Autoshow İstanbul” Volkswagen, Mitsubishi

• “Cebit Eurasia” Vestel, Türk Telekom

• Paris-Istanbul Master Rally, Elf

• Akbank Jazz Festival

• Turkey Folk Dancing Championship, Sabancı Foundation

• TEB Bonus İzmirim Card field activities

• Innovation Summit for TEB

• Chocolate Festival for Milka

• Youth oriented activities for OK condoms and Egos

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Current Clients (I)Since March 2008

•Corporate Communications•Media Relations•Crisis Communications•Leadership communications•Sabiha Gökçen Airport communicationsupervision

Since August 2009•Corporate Communications•Media Relations•Internal Communications

Since January 2010•Corporate Communications•Media Relations•Marketing Communications•Crisis Communications•Leadership communications•Event Management

Since April 2010•Corporate Communications•Media Relations•Membership communications•Crisis Communications

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Since August 2010• Corporate Communications• Marketing Communications• Media Relations• Crisis Communicaiton• Event Management

2009 – 2010 Conferences• PR & Media Relations Sponsorship

Current Clients (II)

Since September 2010• Corporate Communications• Marketing Communications• Media Relations• Crisis Communicaiton• Event Management

Since October 2010• Reputation management• Stakeholders Engagement• Media Relations• Crisis Communicaiton• Event Management

Key Credentials

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• Telecommunication, FMCG, food&agriculture, retail, energy, pharmaceutical, technology and automotive sectoral business understanding and experience

• Longstanding trust based media relations at all levels

• Experience in NGO management

• Good NGO networking particularly business and environment

• Crisis management experience in various sectors, incidences and corporate structures

• Experience in multinationals and national companies

• Experience in program / project management

• Experience in communication of corporate transactions (M&A, restructuring)

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Fahrettin Kerim Gökay Cad. No:18 Dedem Apt.D:6 34722 

Ziverbey , Kadıköy / İstanbul 

Tel: +90 216 348 44 44 - 45 Fax : +90 216 348 44 46 

info@kutadgu.com.tr www.kutadgu.com.tr

Contacts