Credentials of my work until 2013

1. Credentials | Sebastian Hesse
Finding SolutionsFinding Solutions
Credentials | Sebastian Hesse – PR, Marketing Communications, Brand Counsel

2. 1edu Classmate PC Launch & Intel Germany
Consumer PR for Germany’s largest education online shop
Consumer PR
Mission
Design a media event to introduce the newest generation of
1edu Classmate PCs, specifically developed as digital /
interactive learning application for young students in schools.
Results
Significant increase of awareness amongst stakeholders and
opinion leaders about 1edu’s competence and the 1edu
Classmate PC. Leading media such as largest German
newspaper BILD Zeitung and leading news channel N24
reported about 1edu. Sales of 1edu increased by more than
600 sold new Classmate PCs in the first 6 weeks since the
launch. Even Chancellor Merkel gained interest in 1edu’s
concept.
My responsibilities
• Design of creative, energetic media event in co-operation
with a Berlin school to introduce the new 1edu Classmate
PC
• Positioning 1edu as competent partner for all digital /
interactive applications in “Interactive Classrooms” to
decision makers and opinion leaders
• Involving business partner INTEL Germany and
government officials in the media event
• Event management & moderation of panel discussion
• Development of all media materials
• On-site support & Spokesman for 1edu to media

3. PayCash Europe S.A.
Corporate Communications & Launch PR in Luxemburg
Corporate Comm.
Mission
Supporting PayCash Europe with its global launch in
Luxemburg with an extensive corporate communications
program.
Results
PayCash was able to ignite its mobile payment system in
Luxemburg with a strong media presence. Stakeholders and
multiplicators gained interest in PayCash’s m-payment
solution and reporeted positively about the new startup.
My responsibilities
• Strategic counsel on the brand creation of PayCash
Europe
• Setup of media event
• Development of press kit for PayCash Europe
• Media Training with the Founders of PayCash Europe
• Development of Q&A paper
• On-site support / highlighting advantages of a mobile
payment system based on QR codes in conversations with
journalist

4. L’Oréal – Préférence Catwalk Collection
Consumer PR for L’Oréal’s new hair coloration
Consumer PR
Mission
Design a media event and communicate L’Oréals new
hair coloration to Germany’s leading beauty editors.
Create long lasting media relationships for L’Oréal’s PR
department.
Results
The editors appreciated the way they were able to
experience the presentation of L’Oréal in a very
fashionable, beauty-focused but at the same time very
casual environment. Every invited journalist reported about
L’Oréals new catwalk collection.
My responsibilities
• Design of creative, energetic media event
• The name was given: Catwalk Collection. And
beauty editors often look enviously at their fashion
colleagues when they are invited to fashion shows.
My idea: Creating a catwalk show with a focus on
hair. As special feature, the media event took place
in a photo studio.
• Event management
• Invitation and guest management incl. travel
arrangements
• On-site support

5. L’Oréal – Sublime Mousse Press Trip
Consumer PR for L’Oréal’s new mousse hair coloration
Consumer PR
Mission
Design a remarkable but low budget press trip that is strongly
focused on color, simplicity and joy to communicate
L’Oréal’s new sublime mousse hair coloration.
Results
A full success. L’Oréal was able to strengthen its relationship to
key-journalists. An unforgettable experience was connected
with the brand and the new product sublime mousse. Every
journalist reported about the trip and the new product.
My responsibilities
• Account Lead & Event Management
• Design of event concept incl. location research & counsel
• The Idea: Focusing on the colors of fall in Prague. Each
journalist received a digital camera to take pictures of the
most beautiful colors on a jointly trip through Prague.
The trip included a concert visit, city tour, 5* restaurant
and as highlight a spectacular L’Oréal press conference
with a real Prince in a real castle.
• Invitation and guest management incl. travel
arrangements
• On-site support

6. brands4friends
Consumer PR for Germany’s leading online shopping club
Consumer PR
Mission
Building awareness for brands4friends. Design and
implement a highlight event to engage brands4friends
clients and potential customers.
Results
Brands4friends was presented in numerous print and
online media as well as RTL Punkt 12, a leading German
midday TV show. More than 5.000 users applied to be
part of the Berlin Fashion Run – about 1.500 of them as
new customers for brands4friends.
My responsibilities
• Head of media relations office
• Strategic development of story angles for continuous
PR outreach
• To set a highlight, my idea was to create the “Berlin
Fashion Run” – an engaging event for brands4friends
customers hunting for their designer summer outfit in
the fashion metropolis Berlin.
• Conceptual groundwork and full-service event
coordination and implementation
• Continuous strategic counsel

7. Russian Standard Vodka
Consumer PR for Russia’s No.1 Premium-Vodka
Consumer PR
Mission
Increasing awareness for Russian Standard Vodka (RSV).
Communicating RSV’s quality statements to the
broader German public.
Results
We were able to quadruple RSV’s investment in regards
to the media equivalence value. More than 200 print
and online media reported positively about RSV and its
premium quality. RSV was able to increase its sales by
17% compared to the previous year.
My responsibilities
• Head of press office
• Strategic development of story angles for continuous
PR outreach
• Design and implement media relations program to
reach the “calm enjoyer” target group
• Design of media cooperations
• Continuous strategic counsel
• Media relations with trade media to strengthen the
on and off trade

8. FC Deutschland | Germany – Land of Ideas
Image campaign of the German Federal Government
Public Affairs
Mission
Setup of press office for national and
international media relations. Develop and
implement a PR program to highlight
Germany’s image in connection with the
upcoming Soccer Worldcup in 2006.
Results
Within one year „Germany – Land of Ideas“
became a brand and broadly known within the
German and international public. By end of
2006 more than 10.000 articles in print and
online appeared. PR reached out to more than
120 million people around the globe.
My responsibilities
• Head of Media Relations
• Development of press material, newsletters,
brochures
• Development of storylines and pitching PR
stories to key journalists; answering media
inquiries
• Managing the daily business of the press
office incl. coordination of media events

9. Dream for Darfur
Public Awareness Campaign for Human Rights
Public Affairs
Mission
Counselling Mia Farrow and her organization
Dream for Darfur in regards to German PR
outreach. Raising public awareness for the
dramatic situation in Darfur in Africa.
Results
More than 200 (!) print media plus several online
and tv channels reported about Mia Farrow‘s
speech at the Holocaut Memorial in Berlin.
German public learned about the human rights
violations in Darfur.
My responsibilities
• Account lead
• Strategic development and execution of
German PR program including VIP contact
program
• Development of German language media
kits
• Negotiations and counsel to co-operational
partners such as Central Council of Jews in
Germany, RettetDarfur.de, fashion designer
Michael Michaelsky
• On-site support & PA to Mia Farrow

10. Save Darfur Coalition
Lobbying for Human Rights
Public Affairs
Mission
Lobbying for a stronger engagement of the German government to end
the human rights violations in Darfur. Raising public awareness about the
dramatic situation in the crisis region in Sudan.
Results
Considerable increase of German media coverage about Darfur and the
needed engagement of the federal government. Chancellor Merkel put
Darfur as prominent topic on her agenda during Germany’s G8 presidency
in 2007 and urged the EU to comment on the issue.
The campaign was awarded with the European SABRE Award in the
category Charities and NGOs as best pan-european advocacy
campaign.
My responsibilities
• Account lead
• Development of lobbying contact program targeting officials of the
German Federal Government
• On-site support during meetings with Federal Government for Senior
International Coordinator Amb. (ret.) Lawrence Rossin
• Development of German language media kits
• Event PR in co-operation with Jewish Museum Berlin and Joschka Fischer
• Strategic counsel of Save Darfur and continuous media relations

11. Federal Association Medical Technology
Public Awareness Campaign for Patient’s Rights
Public Affairs
Mission
Design and implement a lobbying and PR campaign to preserve the
patient choice regarding providers of medical supplies and
equipment.
Results
With more than 350 reports in print and online media within one year
the “Action Alliance My Choice” gained attention of the broader
German public and increased membership numbers dramatically.
Within 2 years the public pressure on decision makers led to a
stabilization of the patient choice rights in Germany.
My responsibilities
• Head of press office and patient hotline
• Design and implement a strategic media relations program
• Editor of various press materials
• Project manager and editor of published “Black Book Medical
Aids Supply” – an overview of the loss of patient choice
• Design and coordination of public and media events
• Design and implement an online tool to monitor bad tender
practice
• Continuous strategic counsel regarding German media
landscape

12. Bertelsmann Foundation
Corporate Communications
Corporate Comm.
Mission
Setup of press office and communicating the results
of Bertelsmann researches. Raising international
public awareness for Bertelsmann as global acting
think tank and catalyst for social change.
Results
Positive media coverage in more than 600 print,
online, tv and radio media around the world and
raising awareness about Bertelsmann‘s role as
German based think tank for social change.
My responsibilities
• Account lead
• Strategic development and execution of
international media relations program to
communicate scientific results of “Religion
Monitor” and “Transformation Atlas”
• Strategic counsel for Bertelsmann Foundation on
the media material’s regional specifications and
wording (e.g. for middle east region for Religion
Monitor)
• Coordination of timed distribution of press
releases in 27 countries

13. Bill & Melinda Gates Foundation
Corporate Communications
Corporate Comm.
Mission
Setup of press office for targeted communications
in Germany. Media relations with key-journalists in
regards to the foundation’s mission and major
topics.
Results
Increase of media coverage about Bill & Melinda
Gates Foundation in Germany with a positive
tonality in regards to the foundation‘s charitable
work and efforts for global positive change.
My responsibilities
• Account lead
• Analysis of German media landscape in regards
to foundations and philanthropy topics and
potential story angles
• Development of strategic communications plans
for Global Development, Global Health and
Foundations Communications
• Setup and coordination of media events with Bill
& Melinda Gates in Germany
• Continuous strategic counsel and media relations

14. Vattenfall – “A world championship full of Energy”
Sponsorship PR Campaign for the IAAF World Championships in Athletics 2009
Corporate Comm.
Mission
Design and implement a PR campaign for Vattenfall’s
sports sponsoring. Raising public awareness about the
energy company’s engagement. Securing media
coverage in sport reporting during the world
championship.
Results
Daily coverage about Vattenfall in national and
international (sports) media. The campaign increased
the public awareness about Vattenfall’s CSR
engagement. The campaign was award with the
European Sabre Award in 2009 in the category
sponsorship.
My responsibilities
• In a brainstorming I had the idea to measure the
energy of athletes and visitors within a “World
Championship Watt Service” – a daily media service
presenting the jointly efforts and results of the
championships in watt. The “WM-Watt-Counter” was
born. Based on my idea the Vattenfall Energy Arena
was developed. Visitors competed against real
athletes and measured their sports energy.
• Media relations with national and sports media
• On-site support & coordination of scientific teams

15. Solutions Found.
Sebastian Hesse
+49 170 4769100
+49 30 69202499
sebastian@bigbangandwhisper.com
www.bigbangandwhisper.com