ADVOCATES FOR SOCIAL INNOVATION

1Contents

05 President's Message06 Company Overview07 Expertise09 Approach14 Awards19 Publications

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Advocates for Social Innovation

Public Relations has evolved. Simply designing a communications strategy is no longer sufficient. It is about creating new value and building advocacy. At Dentsu PR, social innovation is the basis of the solutions that we offer to drive our clients' brands. Dentsu PR defines social innovation as creating new value and frameworks that result in a paradigm shift for a better, more sustainable society.

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Our vision for the future

As society continually changes, so do the individuals that constitute that society. It goes without saying that the value we at Dentsu Public Relations provide and the role we fulfill are also constantly evolving.

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

Through our work with clients, their customers, and beyond, we strive to contribute to an ever-better society. That is the guiding principle for each and every one of us at Dentsu Public Relations.

Masahiro MakiguchiPresident & CEODentsu Public Relations, Inc.

We are committed to leading social innovation through advocacy.

President's Message

6 Company Overview

Company Name Dentsu Public Relations Inc. (Dentsu PR)

Established September 20, 1961

Capital JPY 40 million Sales JPY 11.01 billion (fiscal year 2019)

President & CEO Masahiro Makiguchi

Number of Employees 292 (as of January 2020)

PR Planners 135 (certified by the PRSJ, as of January 2020)

Head Office Shiodome City Center 35th Floor 1-5-2 Higashi Shimbashi, Minato-ku

Tokyo 105-7135 Phone: +81-3-6263-9000

Branch Office Nakanoshima Festival Tower West Bldg., 16th Floor 3-2-4 Nakanoshima, Kita-ku, Osaka City

Osaka 530-8228 Phone: +81-6-6484-8850

Affiliated Companies Kyodo News PR Wire; Dentsu Public Relations Consulting Beijing Co., Ltd.

Affiliated Organizations Japan Business Federation; Public Relations Society of Japan (PRSJ); Keizai Koho Center (Japan Institute for Social and Economic Affairs); Japan Society for Corporate Communication Studies; International Public Relations Association (IPRA); Japan National Press Club; Foreign Press Center Japan; The Foreign Correspondents' Club of Japan; The Japan Marketing Association; The Word of Mouth Japan Marketing Association; Japan Internet Advertising Association; Tokyo Chamber of Commerce and Industry; The Japan Overseas Enterprises Association; Medical Journalists Association of Japan; Japan Medical and Scientific Communicators Association; Osaka Advertising Agencies Association; Osaka Chamber of Commerce and Industry

Overseas Business MSLGROUP; Mitchell Communications GroupPartners

Certifications Environmental Management System, ISO 14001:2015 (JISQ14001:2015) Group certification

Information Security Management System, ISO/IEC 27001:2013 (JISQ 27001:2014) Group certification

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New Product and Service CampaignsOur strategists leverage platforms including websites and social media for seamless integration with earned/paid media coverage and in-store promotions.

Repositioning of Products and ServicesTo re-energize products that have been on the market for a number of years, we develop a context that motivates rediscovery while further expanding the fan base.

Corporate BrandingThe media landscape and consumer sensitivities have changed drastically, making the corporate brand more important than ever. We provide branding solutions grounded in decades of reputation management expertise.

Risk ManagementLeveraging the proprietary Risk Management Pentagon Model, we identify potential risks and construct pre-emptive countermeasures, counsel on management of crisis situations, and support brand recovery.

HealthcareDentsu PR’s healthcare experience is not limited to medical products and equipment, but also includes PR in fields such as health foods, nutrition, sports, technology, and data management.

Business-to-Business (B2B)Through persuasive storytelling, we build demand and enhance your business by bringing the spotlight to new products and technologies.

Business-to-Consumer (B2C)We maximize the value of information by designing communications strategies based on the Dentsu Group’s unique PR IMPAKT approach.

For more details, visit: http://dentsu-pr.com/expertise/

Recruitment BrandingThese days, to ensure success in a constantly changing recruitment market, companies must be ready to convey their appeal as an employer through strategic corporate branding. Based on graduate job-hunter insights offered by a recruitment-focused edition of our proprietary Attractiveness Branding Model, we help to craft the right message and establish a delivery plan to secure the outcomes you want.

Digital CommunicationsDentsu PR offers a full suite of capabilities, from content generation to delivery, including building owned media channels, creating video content, influencer marketing, localized advertising, and PPC advertising.

Tracking Effectiveness & KPIsDentsu PR’s Reputation Matrix (see p.11) is an integrated effectiveness measurement framework that provides comprehensive insights into the quantitative and qualitative aspects of reputation.

Expertise

PR StrategyLeveraging proprietary methods like our Octopus Model (see p.10) and Attractiveness Branding Model, we analyze SWOT factors. Once PR targets and KPIs have been set, our strategists build the messages and action plans necessary to achieve your goals.

CSV/CSR CommunicationsWith our robust network of media contacts, NPOs and opinion leaders in various fields, we support CSV/CSR measures, (including alignment with the UN’s Sustainable Development Goals), from fundamental strategy formulation to internal and external communications.

Public AffairsBased on trend analysis among lawmakers, administrators, stakeholders and the media, we establish advocacy strategies, compile evidence, and approach and engage key decision makers.

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Problem Identification

Story Development

Content Creation

Message Delivery

Public Dialogue

Reputation Management

Integrated solutions in five key areas establish the optimal foundation for a favorable reputation

Problem Identification Data-driven consulting that leverages results from surveys by Dentsu PR�s internal think tank Corporate Communication Strategic Studies Institute, in conjunction with our client-customizable assessment framework the Reputation Matrix (see p.11)

Public DialogueAdvocacy based on up-to-the-minute awareness of consumer and societal perspectives

Message DeliveryOptimization of delivery channels according to your message and target audience, including cross-platform coordination, leveraging in-house data on current information flow patterns

Content CreationDeveloping compelling content that incorporates relevant facts and evokes a genuine emotional response

Story Development Meaningful, shareable stories that resonate, incorporating social context relevant to your audience

Approach

Public Dialogue

Message Delivery

Content Creation

Story Development

Problem Identification

Reputation Management

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The Octopus Model developed by Dentsu PR’s internal think tank, the Corporate Communication Strategic Studies Institute (CSI), divides communications abilities into eight separately evaluated categories. Using this model, CSI conducts the biennial Corporate Communications Capability Survey, securing responses from numerous listed businesses to produce industry-level data on the communications competency of companies in Japan.

Data-Driven Consulting Powered by the Octopus Model

Approach

1INTELLIGENCE

45.7

56.9

28.5

33.1

27.7

28.9

2ANALYSIS

7RISK MANAGEMENT

3STRATEGY

8ORGANIZATION

5DELIVERY

6

ENGAGEMENT

60

40

20

0

4CONTENT

CREATION

32.6

41.3

2016: answered by 533 listed companies 2018: answered by 518 listed cpmpanies

11Approach

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

Social Listening

Quantitative and qualitative analysis of Twitter posts to discern consumer sentiment; rapidly assesses large samples.

Target Research

Web surveys to gauge the reactions of stakeholders beyond Twitter users; measures the response of targets sharing specific attributes such as age or occupation.

Attractiveness Branding Survey

A unique survey created by Dentsu PR which analyzes consumer sentiment via three metrics: human-level, financial, and product attractiveness. Competitor comparisons are also possible.

Media Analysis

Analysis of coverage by media channel to quantitatively discern the characteristics of each channel.

Media Intelligence & Media Audit

Qualitative analysis of coverage tone and content in assorted media for comparison and assessment; elucidates coverage policies and features of each media channel.

Media Reputation Research

A unique Dentsu PR analysis which breaks down coverage outcomes into six areas and 20 attributes for quantitative scoring. Competitor comparisons are also possible.

Social Listening

Target Research

Media Impressions

Media ReputationResearch

Media Analysis

Media Intelligence &

Media Audit

AttractivenessBranding

Survey

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13Approach

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

Information Design & Influencer Communications

Message

Influencer

Paid Media Owned MediaEarned Media

Shared Media

Experiential EventsIn-Store Experience

Influencer Influencer

Celebrity Celebrity

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PR Award Grand Prix

Launched in 2001 under the auspices of the Public Relations Society of Japan, the PR Award Grand Prix receives entries from a wide range of government agencies, corporations, NPOs, and educational organizations in addition to PR companies.

Grand Prix Award (2018)“Nameless Chores” for Daiwa House Industory

Skill/Innovation category (2015)“Crisis Management Capability Survey for Listed Companies”　for　Dentsu PR’s self-promotion

Grand Prix Award(2012)“Spirit of Togetherness – Enhaning the Japanese Red Cross’s Communications Capacity”for Japanese Red Cross Society

IPRA Golden World Awards for Excellence (GWA) Founded by the International Public Relations Association (IPRA) in 1990, these global awards have a longstanding association with the United Nations. The Global Contribution Award recognises a campaign with an objective of meeting one of the UN’s 17 Sustainable Development Goals.

Grand Prix（2019）“Kobayashi City Department of SIMCITY BUILDIT” for Electronic Arts K.K.

Corporate Communications CategoriesBusiness-to-Business Categories〔2018〕“Castle Keepsake” for Sakura Paxx Corp.

Public Sector Categories Travel & tourism Categories (2017)“ Fur Out! Canine Idols Woo(f) Tourists to Akita”for Akita Inu Tourism

PR Awards Asia(formerly the PRWeek Awards Asia) Haymarket Media Group, a publisher of PR and marketing industry media, organizes this PR award program for the Asia-Pacific region. The judging panel, which consists of roughly 60 experts selected from corporations and agencies, is chaired by a member selected from Haymarket’s ranks. A typical year sees over 600 applications from around 15 countries.

Technology Category-Gold,CSR Category-Gold andJapan & Korea PR Campaign of the Year –Silver(2019)“SketchCook” for Otsuka Pharmaceutical Co., Ltd.

Marketing Communications category – Gold (2016)“LOVE THERMO #WarmUpWithLove” for Panasonic Corporation

Campaign of the Year, Public Affairs Campaign, and Business-to-Business Campaign (2009)“Japan’s Milk Price Problem: the 30-year Challenge” for Japan Dairy Council

SABRE Awards（SABRE:Superior Achievement in Branding , Reputation and Engagement）The SABRE Awards receive the largest number of applications of any PR industry award program, with around 1,500 entries from the Asia-Pacific region alone. Regional competitions are held in six regions around the globe. The top projects are nominated for the Global SABRE Awards, where the best campaigns are chosen from among 5,000 entries worldwide.

North Asia PR Consultancy of the Year (2018)

Global SABRE Award (2018)“Changing Housework from a JOB to JOY” for Procter & Gamble Japan

Japan Consultancy of the Year (2015, 2009)

Non-Corporate Economic Development Global SABRE Award (2014)“Where are my cheeks?! Mouth-watering, cheek-dropping delicious Kumamoto produce” for Kumamoto Prefecture

PR Industry Awards

For more details, visit:http://dentsu-pr.com/about-us/awards.html

Awards

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Cannes Lions International Festival of Creativity

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

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

Visit our website for a detailed award history.

Awards

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

Dancing from Disaster: Road to Recovery from FukushimaJapan's Milk Price Problem: The 30-Year Challenge

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Japan Dairy Council

Japan's Milk Price Problem: the 30-year Challenge―Public Affairs / B2BThe business environment for dairy farmers in Japan deteriorated rapidly from the fall of 2006. This was largely due to a surge in the price of cornfeed used to feed cows (stemming from a spike in demand for corn used in the production of bioethanol), a rise in the cost of hay, and increased fuel expenses due to higher oil prices. As more and more dairy farmers gave up the business, a two-year campaign was launched to promote understanding of the problems facing producers.

During the campaign, we held press briefings to raise awareness of the difficult business conditions facing dairy farmers, as well as street events to appeal directly to consumers about the crisis. We also conducted seminars for milk distributors to promote understanding and awareness of the farmers' plight.

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

a price rise. In April 2008, the wholesale milk price was raised by three yen per kilogram―the first increase in 30 years.

The year following this decision, feed prices rose even further. We continued to disseminate this information to the media, and in March 2009 the wholesale milk price was raised by a further 10 yen per kilogram.

Asia-Pacific PR Award 2009Campaign of the YearPublic Affairs Campaign of the YearBtoB Campaign of the Year

IPRA 2009Golden World Award for Excellence in BtoB Category

Public Relations Society of Japan Awards FY2009Long-term PR Category

Awards

Red Cross

Spirit of Togetherness: Enhancing the Japanese Red Cross's Communication Capacity―Internal CommunicationsIn order to improve understanding and support for the Japanese Red Cross Society, it was first necessary to strengthen their internal communications and PR capabilities.

On behalf of the Japanese Red Cross, Dentsu PR conducted the �Spirit of Togetherness� project, which enhanced the communication skills of the organization's 62,000 employees, improved external communications, and raised awareness of the society's activities.

IPRA 2013Golden World Award for Excellence in Internal Communications Category

Public Relations Society of Japan Awards FY2012Grand Prix Award

Spa Resort Hawaiians

Dancing from Disaster: Road to Recovery from Fukushima―CSR CommunicationsSpa Resort Hawaiians (operated by Joban Kosan Co., Ltd.), a well-known hot spring resort in Fukushima Prefecture, was forced to close as a result of the Great East Japan Earthquake.

The hula dance troupe that regularly performed at the resort went on a nationwide tour aimed at cheering up the disaster victims, despite the fact that they too were affected by the catastrophe.

The image of the steadfast, smiling dancers evoked sympathy among the public, and gained positive media attention throughout the country.

2011 Asia-Pacific SABRE AwardsCSR Category Winner

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Awards

Starbucks Coffee Japan

Back to Basics: Starbucks Espresso Journey―Experiential PR/Promotional ActivityDentsu PR conducted a campaign that took Starbucks back to its roots to promote its espresso range, all with the aim of creating sustainable growth for the business.To attract the brand's fan base, we opened a �pop-up store' in the fashionable Omotesando district of Tokyo. Within the store, nine types of espresso were represented as book covers that were arranged on a set of shelves. Visitors selected their favorite and were able to taste the espresso as well as read the story behind the beverage. This unique campaign allowed consumers to experience the drink while learning something interesting about the product.

2013 Asia-Pacific SABRE AwardsSpecial Event Category Certificate of Excellence

PR WEEK AWARDS Asia 2013Professional Activity of the Year Category Certificate of Excellence

Back to Basics: Starbucks Espresso Journey

Upgrading Hokkaido Rice to 'First Class'

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Hokkaido Rice Sales Expansion CommitteeUpgrading Hokkaido Rice to �First Class'―Communication Research/Branding/B2BAfter large-scale surveys demonstrated that Japanese consumers were influenced by brand names when judging the taste of rice, Dentsu PR presented these findings to the media and rice distributors, while also holding tasting events and creating other opportunities for people to experience the great flavor of Hokkaido rice. These efforts succeeded in boosting the standing of the Hokkaido rice brand, and helped to secure fairer prices. This heightened appreciation even saw Hokkaido rice make its way onto the first class menus of Japanese airlines.

Asia-Pacific PR Award 2010BtoB Campaign of the Year

IPRA 2010Golden World Award for Excellence in Communication Research Category

Public Relations Society of Japan Awards 2009 Grand Prix Award

Strategic Thinking on PR Management: Eight PR Capabilities to Boost Profits(Available in Japanese only)Publisher: Nikkei BP ConsultingDate of Publication: April 6, 2015Retail Price: 1,800 yen (tax exclusive)

Basic Knowledge of PR Thinking:New Rules to Encourage Sharing by People and the Media(Available in Japanese only)Publisher: ShoeishaDate of Publication: March 15, 2018Retail Price: 1,480 yen (tax exclusive)

Strategic Thinking on Brand Management:Tactics to Enhance Attractiveness and Boost Corporate Value(Available in Japanese only)Publisher: Nikkei Business PublicationsDate of Publication: January 29, 2018Retail Price: 1,800 yen (tax exclusive)

Strategic Thinking on Risk Management: Five Risk Tactics to Boost Profits

(Available in Japanese only)Publisher: Nikkei BP ConsultingDate of Publication: July 15, 2016Retail Price: 1,800 yen (tax exclusive)

For more details, visit:www.dentsu-pr.co.jp/pr/books.html

19Publications

Communicating: A Guide to PR in Japan(Available in English only)Publisher: Wiley Publishing JapanDate of Publication: March 1, 2018Retail Price: 3,500 yen (tax exclusive)

Basic Knowledge of PR Thinking:New Rules to Encourage Sharing by People and the Media*Traditional Chinese version

Essentials of Strategic PR: Five Perspectives for PR Practice(Available In Japanese only)Publisher: ShinjindoDate of Publication: June 7, 2013Retail Price: 1,200 yen (tax exclusive)

Learning Local Government PR from 17 Success Stories: Transforming Communities with Information(Available in Japanese only)Publisher: JIJI Press Publication ServiceDate of Publication: December 16, 2016Retail Price: 1,400 yen (tax exclusive)

A PR Perspective on Inbound Tourism Strategy: Today’s Chinese Visitors to Japan Gravitate to the Countryside not Cities, Experiences not Shopping Sprees(Available in Japanese only)Publisher: SendenkaigiDate of Publication: November 11, 2016Retail Price: 1,900 yen (tax exclusive)

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