1

5th-P Communications5th-P Communications

Capabilities Presentation Capabilities Presentation

June 2011June 2011

2

Contents

* About 5th-P* 5 People

* Experience* Portfolio

* Case Studies

3

We believe there is a “P” missing in the marketing communications mix (the 4 Ps of the

market: Product, Price, Place and Promotion). The missing “P” stands for PEOPLE. We

realize marketing must be about the consumer and his context.

What’s with the P?

4

Our Vision

To be the leader in creating insightful and original communications that is real and honest to the multic

ulturalism of America. We will be the idea company of leading creative thinkers whose innovations are

sought-after by client and peer organizations alike.

5

Our Mission

Our mission is to deeply understand the core essence of brands and how they relate to

consumer wants and needs – thereby generating comprehensive, organic and intelligent

marketing communications plans that create engagement and action.

6

5 Points

1. We represent Multicultural America; a unique place that truly reflects the global community

2. We are passionate about our strategic and creative integrity and the assignments under our responsibility

3. We are curious about consumers and their relationships with brands. We leverage demographic and psychographic insights to humanize brands in the hearts and minds of people

4. We are media agnostic. We understand how consumers interact with media and plan accordingly

5. We are champions of the 5th P, People. Communications must be about People

7

The 5 People

8

Digna

Digna Roque, Managing Partner, Creative

In her earliest childhood memories Digna sees her grandmother, aunts and mom all fluttering around the kitchen cooking up a storm, sharing their innermost secrets and planning the night’s homemade dessert. Not surprisingly, food became one of Digna’s biggest passions as an adult.

Another one of her passions is creating award winning advertising campaigns, especially social marketing campaigns that can help make a difference in people’s lives. Some of those campaigns include the California Department of Health Services and they were aimed at encouraging early prenatal care, preventing teen pregnancy and promoting health insurance for children of the working poor. More recently, Digna created and produced an integrated marketing campaign for Kool Smiles, a pediatric dental clinic for low-income families.

Digna also led the HeadQuarters creative team on the development of highly successful campaigns for the Monterey Bay Aquarium, PG&E, SBC Communications, Language Line, California Federal Bank, Del Monte Foods and AARP, among others. Prior to joining HeadQuarters in 1997, she served as creative director for Toyota, Procter & Gamble, Bell Atlantic, Miles Laboratories, Scott Paper and Minute Maid at Conill Advertising/Saatchi in both New York and Los Angeles.

Digna speaks fluent Ideas.

9

Carol

Carol Polombo, Managing Partner, Media

Carol has a deep love of puzzles and problem solving—key attributes for a true media maven.

Her desire to combine ingredients to create something wonderful is evident in her love of preparing a great meal, sewing a beautiful window treatment or developing and executing a successful media plan.

She found her true calling in the world of all things media after stints as production manager, account manager and commercial producer at ad agencies big and small. But it is the people aspect of media that has kept her negotiating hard after over 25 years in the business. By developing and maintaining excellent relationships with the people behind the TV and radio spots, the print pages, the billboards, and the websites, she develops an entire team who go above and beyond to guarantee the success of her clients’ campaigns.

Carol’s thirst for “what next” has kept her exploring cutting edge media options for clients that have included Bank of the West, Language Line, Lincoln Mercury Dealers Association, Macy’s Department Stores, Monterey Bay Aquarium, Pacific Gas & Electric, San Francisco Giants, Scottsdale Memorial Hospital, and United Healthcare.

Carol speaks fluent Reach & Frequency.

10

Carlos-Fernando

Carlos-Fernando Hurtado, Managing Partner, Account Services

Carlos is a true believer in the power of creative communications. He approaches every task under the premise that “The mind is like a parachute…. worthless unless its open.”

He has structured his career at Leo Burnett and J. Walter Thompson under the concept of an integrated marketing communications guy with strong strategic sense, deep creative understanding and knowledge of the consumer.

Carlos also had the pleasure of working at great vanguard agencies like Casanova-Pendrill, GlobalHue, The Vidal Partnership, Accentmarketing, WiKreate and HeadQuarters.

He has worked for 15 years on accounts such as P&G, J&J, GM, Nissan, AOL, PG&E, Chrysler, United Healthcare, Pfizer, San Francisco Environment, Coca- Cola, ConocoPhillips among others.

Carlos is a reflection of multi-cultural America - he is bicultural and bilingual. He enjoys all creative avenues and artistic expressions such as photography. He is also an avid sports fan.

Carlos is fluent in Marketing.

11

YoungSoo

YoungSoo Cho, Managing Partner, Brand

YoungSoo is a restless soul with a deep curiosity for understanding people’s motivations toward brands.

Clues were evident early-on when he was taking things apart around the house and getting into a whole lot of trouble in the process. Luckily, he has made a paying gig out of his troubled childhood peering into how and why people do what they do.

The building blocks of his brand strategy career began in the media department where he sharpened his skills for the who, when and where aspects of marketing communications. Curious about consumers’ decision making process, he took on the account strategy discipline to hone his expertise in understanding consumers: People.

Over the 20 years in his agency career, YoungSoo has crafted brand and media strategies for clients large and small. The diversity of his experience has led to knowing exactly the right strategy for any given client situation which may call for brand building, direct marketing, event marketing, peer-to-peer (social), retail or some combination.

His diverse experience is evident in the clients he has served successfully. They include: Asiana Airlines, Asics, AARP, Blue Shield, Chrysler, Del Monte Foods, GE Wellness, Harris Corp., Monterey Bay Aquarium, Nestlé, Oakland Raiders, Oral-B, Pacific Gas & Electric, Safeway Food and Drug, United Healthcare and Wells Fargo Bank.

YoungSoo speaks fluent Insight.

12

Adam

Adam Strom, Managing Partner, Art

Adam has worked in the graphic arts for over 25 years. Starting out as an illustrator and graphic artist, Adam has worked in New York City and the Bay Area on a wide variety of projects for clients such as Macy's, California Bank & Trust, the de Young Museum and Education.com.

He has also worked for agencies such as TBWA/Chiat/Day, Ketchum Advertising, and IDEO. He still does a bit of illustration, storyboarding, and marker comps. Adam also occasionally performs as a voice over artist.

Adam speaks fluent Illustrator.

13

5th-P Capability

14

Expertise

• Marketing strategy

• Market research

• Integrated communications (brand building, direct marketing, promotional, retail)

• Creative, design and production

• Digital & traditional media planning and buying

• Web 2.0

• Event marketing

• Collateral development

15

Diverse Experience

16

Creative Portfolio

PG&E Verde (Print, OOH, Online, Event)

MBA (TV, Print, Online)

CDHS Healthy Families, (TV)

Language Line (TV)

17

PG&E Verde: Outdoor, Teaser

18

PG&E Verde: Outdoor & Print Reveal

19

PG&E Verde: Micro Site

20

Monterey Bay Aquarium: Mural

21

Monterey Bay Aquarium: Print

22

Monterey Bay Aquarium: Online

23

Monterey Bay Aquarium: TV

24

PG&E-MBA: Event Outreach

25

Case Studies

26

Healthy Families: TV

TV :30 “Healthy Soup” Spanish TV :30 “Staying Home” Spanish

27

Case Study: UHG - Changing Hearts and Minds

Situation

United Healthcare (UHG) needed to penetrate the Hispanic market for its AARP branded supplemental health insurance products.

Research confirmed that awareness of AARP Health Care Options brand was in the low single digit percent, and worse, the supplemental health insurance category was virtually unknown among the Hispanic segment. In fact, culturally, the notion of buying insurance for the protection of future financial burden resulting from accident or illness was an unfamiliar concept. Either by environmental conditioning or cultural attitudes, “living for today” dominated the attitude.

Solution

The team created a campaign that conveyed the idea of “just in case” through the voice of Doña Porsia (a respected elder). The core premise showed how one prepares for many things in life, just in case. So then why not protect against the financial harm that illness can cause to one’s self, and more importantly, to family and loved ones.

The integrated campaign included TV, Print and Online along with outreach at community and health fairs.

Results

After six-months of the campaign, the awareness of AARP HCO brand and supplemental health insurance increased to 38% from 4%. Concurrently, a complementary Direct Mail campaign resulted in 23% increase in response rates in test markets where the awareness campaign was present.

28

UHG/AARP HCO - Integrated Components

TV :60 Online Print Direct Mail

FSI (print)

29

TV: UHG/AARP HCO

30

Case Study: Kool Smiles - Changing Behavior

Situation

Kool Smiles is a network of local dental offices dedicated to expanding access to quality dental care for children and families in underserved communities. Kool Smiles wanted to create awareness of its expanding presence in ethnically diverse communities including those of Hispanic and African American.

Insights gained through research and team experience identified that expense was one of the primary barriers. More importantly, however, even with the availability of financial assistance programs such as Medicaid insurance, low-income consumers were often reluctant to seek out services that specifically called attention to their financial status. In other cases, Hispanic immigrants were unaware that they qualified for such help or the possibility of language barriers limiting them to act.

Solution

Television, a medium well-used by the target audience, but also due to its ability to convey full emotion, was used to leverage the Smiles theme embedded in its name sake brand. The TV spots helped parents visualize how wonderful is it to make sure their children were able to keep their radiant smile through the ages. These emotionally elevated spots were supported with visuals of kid friendly and fun environment that Kool Smiles offered. Lastly, the spots emphasized that Kool Smiles welcomed all insurance - including Medicaid; This enabled low income consumers to feel the ad was not targeted only at the poor thereby eliminating stigma.

The spots were created in Spanish and in English to reach all levels of acculturation and language proficiency as well as the African American segment.

Results

The campaign had immediate impact in markets where they aired with increased appointments. The increases ranged depending on market, but, Kool Smiles saw double digit increases in overall patient loads.

31

TV: Kool Smiles

TV :30 Milestones English TV :30 Smiles Spanish

32

Thank you!

Contact:

Carlos-Fernando Hurtado

Carlos-Fernando@5th-P.com

Phone: (714) 655-2787