Kutadgu Corporate Profile
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This document provides an overview of Kutadgu, a corporate communications firm established in 2007. It details Kutadgu's mission, expertise areas, clients, team experience, and approach. Kutadgu's mission is to support clients' business targets through communication and relationship expertise. The firm has expertise in areas like corporate communications, PR, stakeholder engagement, and social media management. It has worked with numerous large Turkish and multinational companies. Kutadgu's team has extensive experience developing and executing strategies across various communication disciplines.
Kutadgu Corporate Profile
- 2. 2 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 and relationship expertise.
- 3. 3 Who We Are Established in September 2007 by Ahter Kutadgu Member of Worldcom Public Relations Group Our international partner FD (Financial Dynamics) Our expertise areas: - Corporate Communications - Business and Marketing Communications - Stakeholder Engagement - Media Relations - Change / Internal communications - Crisis Communications - Social Media Management
- 4. How we are organised? 4 Three business units specialized in PR, Stakeholder Engagement and Social Media
- 5. 5 Graduated from Istanbul University Law Faculty after Saint Joseph French High School (1987) Worked for Dita-Deniz 聴letmecilii ve Tankercilii A.. as legal advisor (1990- 1991) For Mobil Oil T端rk A. 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 Sabanc脹 Holding as group corporate communication director (2005-2006); For T端rk 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 EMAD and ECR Turkey board member. Managing Partner Ahter Kutadgu
- 6. 6 Worldcom The Worldcom Public Relations Group is the world's leading network of independently owned public relations firms. Established in 1988, over 22 years in the market Professional independent public relations firms serve national, international and multi-national clients while retaining the flexibility and client-service focus Worldcom clients have on-demand access to PR experts who understand the local language, culture and customs The Worldcom Public Relations Group has 110 offices in 97 cities in 42 countries on six continents with more than 2,000 employees and a revenue of more than US $215 million in 2009 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.
- 7. World leading adviser on financial & strategic communications. Financial Public Relations Firm of the Year 2010 Europe and Asia-Pacific. Global reach, sector expertise, focused on business and finance. No other firm advises on more critical events: IPOs, M&A, issues, crises. Headquartered in London since 1986. 700 employees; 1,000 clients; 30+ offices and 60+ affiliates worldwide. Consistently ranked #1 financial PR / IR adviser in Europe, 2001 - 2010 Since 2006, part of FTI Consulting Inc., world leader in corporate restructuring, forensic, litigation and economic consulting. Our international partner FD (Financial Dynamics)
- 8. 8 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
- 9. 9 Strategic Process Business 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
- 10. 10 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 Ambassador recruitment
- 12. 12 Corporate Communications Media Relations Management Expertise Areas Risk & Crisis Communications Business & Marketing Communications Change / Internal Communications Stakeholder Engagement Formulation and management of corporate communication strategy Sponsorship management Sustainability/Corporate social responsibility management and communication Leadership communication Issue/Agenda management Stakeholder management (media, NGOs, academia, governmental authorities) M&A communication Public Affairs Social Media Management
- 13. 13 Corporate Communications Media Relations Management Expertise Areas Risk & Crisis Communications Business & Marketing Communications Change / Internal Communications Stakeholder Engagement Brand Positioning Business segment / category commmunication planning and execution Strategic marketing communication planning Special costumer groups communication and execution Product launch communication planning and execution Social media engagement Social Media Management
- 14. 14 Corporate Communications Media Relations Management Expertise Areas Risk & Crisis Communications Business & Marketing Communications Change / Internal Communications Stakeholder Engagement Relationship and communication management services for investment projects having social and environment impacts (e.g. infrastructure, energy, agriculture) in line with international and local requirements and standards Stakeholder identification and mapping Formulation and execution of stakeholder engagement strategy Establishment and management of grievance mechanism Recording / monitoring / reporting And Strategic planning and execution of media relations, crisis communication and internal communication to support and to improve the effectiveness of stakeholder engagement Social Media Management
- 15. 15 Corporate Communications Media Relations Management Expertise Areas Risk & Crisis Communications Business & Marketing Communications Change / Internal Communications Stakeholder Engagement Formulation and execution of media relations strategy for traditional and social media 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 Social Media tracking Qualitative / quantitative media coverage analysis and reporting for both traditional and social media Social Media Management
- 16. 16 Corporate Communications Media Relations Management Expertise Areas Risk & Crisis Communications Business & Marketing Communications Change / Internal Communications Stakeholder Engagement 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 Social Media Management
- 17. 17 Corporate Communications Media Relations Management Expertise Areas Risk & Crisis Communications Business & Marketing Communications Change / Internal Communications Stakeholder Engagement 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 Social Media Management
- 18. 18 Corporate Communications Media Relations Management Expertise Areas Risk & Crisis Communications Business & Marketing Communications Change / Internal Communications Stakeholder Engagement Social Media Management Online Media Monitoring Simultaneous monitoring of the web with key words for company, brand, products, employees, competitors or all movements related to industry Web news sites, portals, blogs and comments Social networks (Facebook) Micro blogs (Twitter, Friendfeed) Video and photo sharing sites (Flicker,YouTube vb.) Forums, announcement fields and dictionary sites Analysis and reporting Real-time reporting of screening results on a daily basis Analysis, determination of the strategy and periodic reporting Implementation Creation of online communication strategy in line with the overall communication strategy Inline with the strategy: Management of the Facebook and Twitter Formulation and implementation of intervention methods Content creation and management Online crises communication
- 20. Key Credentials 20 Telecommunication, FMCG, food & agriculture, energy and utility / infrastructure, sectoral business understanding and experience Expertise in managing stakeholder engagement process for major investment projects in line with international requirements and standards. Longstanding trust based media relations at all levels Expertise in effective use of social media for communication purposes Crisis management experience in various sectors, incidences and corporate structures Experience in multinationals and national companies Experience in program / project management Partnerships and co-operations currently existing with the WorldCom and the FD enables Kutadgu to provide reputation management, financial communication, business&marketing communications, traditional&social media managements and event management in the international arena
- 21. 21 Caferaa Mah. Safa Sok. No:6 34710 Kad脹k旦y, 聴stanbul Tel : +90 216 348 44 44 - 45 Fax : +90 216 348 44 46 info@kutadgu.com.tr www.kutadgu.com.tr Contacts
- 23. 23 Corporate Communication Kutadgu Team Experience 1 Credentials Corporate communication strategies of Unilever Turkey, Nestl辿 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, Ko巽 Bilgi Group, Kimberly-Clark,Borasco (OMV Gas&Power Turkey), Tchibo Turkey, Jival, Simfer, Eurasia Tunnel, Ziebart and 3M Picasso in Istanbul exhibition sponsorship for Sabanc脹 Holding CSR Projects: Topkap脹 Palace CIF Cleaning, Living Lakes Turkey (Uluabat) and Klazomenai, reveal of the first olive oil workshop: Unilever Turkey Nutrition I Can (Beslenebilirim): Nestl辿 Turkey Sabanc脹 foundation VAKSA projects: Sabanc脹 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: Ko巽 Bilgi; Stakeholder management program: Borasco (OMV Gas&Power Turkey)
- 24. 24 Corporate Communication - Kutadgu Team Experience 2 Credentials Issue management for GMOs, unfair competition in food industry, E Codes in food, Tariff rebalancing in telecommunication and margarine consumption Leadership communication management for, Hasan Y脹lmaz and Jacques Ferrirer (Unilever), Martial Rolland (Nestl辿) , G端ler Sabanc脹 (Sabanc脹), Paul Doany (T端rk Telekom), aban Erdikler (YASED), Roger Bolander (Sony Ericsson), nal Aysal (Unit Group), Nihat zdemir-Ebru zdemir (Limak), Prof.Dr.Erc端ment Erdem (Erdem&Erdem), Mehmet Nalbantolu (Ko巽 Bilgi Grubu), G端len Bengi (Kimberly- Clark), Korkut zt端rkmen (Borasco- OMV Gas&Power Turkey) and enay K端巽端k Tanu (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 Public Affairs; 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 Lobbying for the introduction of the WHO Code of Marketing of Breast-milk Substitutes into the Turkish legislation (Nestle)
- 25. T端rk Telekom innovation campaign (Family Card, TTSMS) T端rk Telekom internet for every house campaign T端rk Telekom New Tariffs Cem Y脹lmaz campaign Sales oriented direct marketing activities Colgate, Vestel, Paro, Monarch Court Merchandising activites Palmolive Launch planning and execution Mitsubishi Colt, TEB Bonus 聴zmirim Card, Sony Ericsson, Ko巽.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 25 Business / Marketing Communication Kutadgu Team Experience -1
- 26. Launch of Nestle Kit-Kat, Nesfit Fruits, Nescafe new variants, Nescafe 3in1 and Nestle Bitter Gofret Ronald McDonald Kids Club Solo Primary Schools Hygene Education Program Milka Chocolate Festival Milka M-Joy Space Odyssey Campaign Huggies Stars Campaign Tchibo weekly theme communcation Launch of Ko巽.net ADSL2+ Direct marketing activities for Colgate, Vestel, Paro and Monarch Court 26 Business / Marketing Communication Kutadgu Team Experience -2
- 27. OMV Gas & Power Turkey Samsun Power Plant - Stakeholder identification and mapping - Formulation and execution of stakeholder engagement strategy - Local and National media relations Eurasia Tunnel Istanbul - Stakeholder identification and mapping - Formulation of stakeholder identification strategy and plan - Formulation of media relations strategy and plan - Preparation of public consultation documents together with ERM - Public disclosure and consultation logistic and organizational management 27 Stakeholder Engagement Kutadgu Team Experience
- 28. 28 Media Relations Management - Kutadgu Team Experience Strategy formulation and management of media relations for: - Unilever Turkey - Nestl辿 Turkey - Sabanc脹 Holding - Turk Telekom - Limak Holding - Unit Group - OMV - Nabucco International GmbH - Erdem&Erdem - Ko巽 Information Group - Kimberly-Clark - Borasco (OMV Gas&Power Turkey) - Tchibo Turkey - YASED-International Investors Association - Jival - Simfer - Eurasia Tunnel - Sony Ericsson Turkey - Sabanc脹 Foundation - Zurich Insurance - Kraft Foods Turkey - TEB-BNP Paribas - Actavis - Ziebart - 3M
- 29. 29 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 Nestl辿 Turkey Sabanc脹 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 T端rk Telekom price increase Environmental protests against Aksa in Yalova T端rk Telekom Limak Holding Kimberly-Clark Actavis Turkey ICF Airports Akk旦k Group
- 30. 30 Change / Internal Communication Kutadgu Team Experience Unilever Turkey (new global strategy Path to Growth ; new HR system and leadership model) Nestl辿 Turkey (disposal of dairy business, new global and local strategy, new set of values) Sabanc脹 Holding (new management and new strategy) T端rk Telekom (mind-set shift from public to private company; company restructuring) Ko巽 Bilgi Grubu (alignment to business objectives and positioning of KBG as a group of companies ; Yeil Bilgi Platformu ambassador program) TEB (K脹v脹lc脹m internal communication portal) ICF Airports (Internal communication plan for handover of terminal 2)
- 31. 31 Social Media Management Kutadgu Team Experience Wall Street Institute (WSI) - WSI global social media analysis and reporting for WSI Turkey - Situation analysis of social media within the specified period - Composing a comparative report with the competitors - Formulate proposals for improvement accordingly with the reports 3M Turkey - Daily based social media monitoring - Monthly analysis and reporting Ziebart - Social media monitoring, analysis and reporting - Establishing social media strategy - Establishing strategy for increasing Online Recommendation Score (ORS) in sector-specific forums