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STCASSOCIATES/20YRS
Response to Tata Communications
Chemistry Meeting


25 October 2011
OBJECTIVES OF THIS SESSION

                      The STC you haven’t seen yet

                        Campaign science
                        Indian experience
                        B2B and beyond

                      What we need to deliver on




STCASSOCIATES/20YRS                                  2
B2B
is
beautiful
CAMPAIGN SCIENCE                                               EQUINIX

        Campaign Start
        One year ago




                                              18 months, 18 internal clients
                                              across 3 regions
                                              Across All Verticals
                                              •	 Cloud and IT services
                                              •	 Content and digital media
                                              •	 Enterprise
                                              •	 Financial services
                                              •	 Mobility
                                              •	 Networks
                                              •	 Federal government

                                              Return On Brand
                                              •	 52% increase in acquisition and
                                                 retention
                                              •	 74% increase in enquiries
                                              •	 Global campaign delivered 33.47%
                          Campaign Progress      over plan metrics
                                      Today   •	 Increased shareholder stability
                                              •	 Best-rated training induction by sales
                                              •	 Best-rated customer experience




STCASSOCIATES/20YRS                                                                       4
INDIAN EXPERIENCE                                                                                                                       ACCENTURE
                         Promote Yourself
        Campaign Start
        One year ago                                                                                                       14 months, 14 internal clients,
                                                                                                                           serviced across Bangalore,
                                                                                                                           Mumbai and Delhi
                         High Performance, Delivered.
                                                                           To be the best,
                                                                           you need to be surrounded
                         We’re working to make Accenture bigger and        by the best.
                         better than ever. That’s where you can make
                         a difference. So bring the best of your friends
                         to apply for positions here. If they get hired,
                         you know you’ll be part of a new, even higher
                         performance workforce. And you’ll receive some
                         great prizes.




                                                                                                                           Operating Groups
                                                     Consulting • Technology • Outsourcing                                 •	 Communications and High Tech
                                                                                                                           •	 Financial Services
                                                                                                                           •	 Products
                                                                                                                           •	 Health & Public Services
                                                                                                                           •	 Resources

                                                                                                                           Services
                                                                                                                           •	 Growth Strategy Programs
                                                                                                                           •	 Client business development programs
                                                                                                                           •	 Networking events (India Formula 1 GP,
                                                                                                                              IPL)
                                                                                                                           •	 CCM / OCM (1000 client touchpoints)
                                                                                                                           •	 Launch of CXO Councils

                                                                                                                           Recruitment Marketing
                                                                                                                           •	 35,000 recruits across 71 cities
                                                                                                                           •	 Yahoo!/Accenture joint program

                                                                                                                           CSR
                                                                                                                           •	 High Performance Nation campaign
                                                                                                       Campaign Progress   •	 25 year anniversary
                                                                                                       Today
                                                                                                                           Digital marketing


STCASSOCIATES/20YRS                                                                                                                                                    5
B2C
and
beyond
STCASSOCIATES/20YRS   7
WHAT DO WE NEED TO DELIVER ON | RATIONALISING THE PLAN

                      STC objectives for staffing and servicing account

                      Create servicing alignment that delivers on business outcomes

                      Leverage existing footprint to scale business further

                      Allocate and expand India staff to support Tata Communications India business previously
                      excluded from STC scope

                      Centres of excellence to provide expertise and efficiency




STCASSOCIATES/20YRS                                                                                              8
PRESENT ACCOUNT ALIGNMENT


                                      GLOBAL STRATEGY                                                                  MARKETING ORGANISATION
                                                                                                                          (SRIDHAR RAMASWAMY)




         CORP COMM               GES                  GCS                GVS           AMERICAS           EMEA                  APAC               INDIA             DIGITAL
           ROZZYN BOY         AMIT SINHA ROY         SARINA TU     ISABELLE TURCOTTE   TAYLOR SALMAN   RALPH VARCOE        EMMANUEL LAPIERRE     BIJAYA BASU       ASHISH TEWARI
          NATALIE CHAK          MANOJ MANI        CONNIE BELSITO   MARCELLE FERLAND     KEVIN WATSON    ANDY FAUPEL          RANJITA KANANI     MANASIE TIWARI
           JYOTI ARORA            JOHN VC          CECILIA RYHAL                                       TARA LENEHAN
         NIMISH KOTHARE      ANINDYA PODDAR
           DIVYA ANAND    PRABAKARAN SIVAGURU
                             PRANAV PACHOLEE
                            HARPREET JABBARA
                                PAT HIGGINS
                           CHARLOTTE STURMAN
                            TOM HOULBROOKE
                           ERIC HEMMINGDINGER




         CLAIRE BUTKUS         RAM REDDY          AURORE QUERCY    AMY LAMBOLEY        DOUG THOMAS     LUCY COURBIER         RHODA DINESEN       SONAL PANDIT       DAVE HUFFMAN
         KEILA TAVERAS          LIZ DOTEN           LIZ DOTEN      AURORE QUERCY                                              STEPHANIE LIU     ELINA MOHANTY    SWAPNIL KSHIRSAGAR
                                                                                                                                                                   ANDREW HANNIFY




                                                BRAND STRATEGY AND MANAGEMENT | CHANNEL ENABLEMENT | DEMAND GERERATION | DIGITAL


                                                                    STCASSOCIATES/20YRS

STCASSOCIATES/20YRS                                                                                                                                                                   9
FUTURE COVERAGE AND CENTRES OF EXCELLENCE



                                                                   LONDON
                                                                                             FRANKFURT

                                                                     PARIS
     SAN FRANCISCO, CA
        LOS ANGELES, CA
                                                   NEW YORK HQ

                                               RESTON, VA
                               AUSTIN, TX                             EUROPE
                                                                      CENTRE OF EXCELLENCE
                                                                      BRAND STRATEGY
                                                                      BRAND MANAGEMENT                         MUMBAI
                                            NEW YORK                  ANALYTICS
                                            CENTRE OF EXCELLENCE      REGIONAL LEADERSHIP
                                                                      EU                                            BANGALORE
                                            CORPORATE STRATEGY                                                                              SINGAPORE
                                            BRAND DESIGN              EMEA
                                                                                                                                            REGIONAL LEADERSHIP
                                            CLIENT SERVICE                                                                      SINGAPORE   APAC
                   LEGEND                   REGIONAL LEADERSHIP
                                            AMERICAS
                                                                                                MUMBAI
            OFFICES                                                                             PRODUCTION CENTRE
            HUBS                                                                                REGIONAL LEADERSHIP
            PoPs                                                                                INDIA

            BRAND DESK
            STRATEGY NETWORK




STCASSOCIATES/20YRS                                                                                                                                               10
By business
                                                                                  Corp Comm                                           GCS                                         GES                                            GVS                                          MSO
                                                                                    (6.10)                                           (3.75)                                     (16.05)                                         (3.40)                                       (6.50)




           By service
                                                                               Brand Strategy                               Campaign/Content                            Creative/Design                                         Event                   Planning/Metrics/Account Mgmt
                                                                                   (5.70)                                        (7.40)                                        (7)                                               (3)                               (12.70)




           By level

                                                                                         VP                                         Director                                 Managers                                     Coordinators                                      Support
                                                                                         (2)                                         (5.20)                                   (12.50)                                        (1.20)                                           (15)




                                                                                                                                                                                                                                                                              Staffed
           By location
                                                                                   New York                                         Europe                                      India                                        Singapore
                                                                         (Austin, San Franscisco, Virginia)                 (London, Paris, Frankfurt)             (Mumbai, Bangalore, Delhi)                                                                                 To be hired
                                                                                      (12.10)                                       (5.50)                                     (15.20)                                             (3)

      Corporate Communications                                                                                                                    GES
      Brand strategy director in London; onsite global brand centre manager part time; and, dedicated sponsorship manager                         Addition of one global and one India campaign supervisor (planning/metrics); retain global content and creative leads; complete new
      to manage and align all F1-driven brand initiatives.                                                                                        team in India (can be distributed across 3 key markets) for adaptation of global campaigns or development of India-centric campaigns.

      MSO                                                                                                                                         GCS
      Addition of dedicated resources to planning and reporting; dedicated assets management specialists                                          Addition of dedicated content and campaign supervisors; leverage global STC shared services for regional execution.

                                                                                                                                                  GVS
                                                                                                                                                  Addition of dedicated event supervisor; leverage global STC shared services for regional execution.
STCASSOCIATES/20YRS                                                                                                                                                                                                                                                                         11
CORP COMM | Proposed Headcount    VP     Director   Support   Manager   Coordinator   Total
           Account/Senior Management         0.25                                                0.25
           Brand Strategy                    0.50    1.00                                        1.50
           Brand Management                          0.50       0.50      0.25                   1.25
           Sponsorship Management                    1.00*                                       1.00
           Content / Collateral / Campaign                                0.20                   0.20
           Creative Design                   0.3                          0.95                   1.25
           Production/Traffic                                                         0.20       0.20
           Planning / Metrics / Analysis                                                          --
           Event Management                                     0.25                             0.25
           Digital Management                                   0.20                             0.20
           Admin / Finance / Reporting                                                            --
                                             1.05    2.50       0.95      1.40        0.20       6.10



           MSO | Proposed Headcount          VP     Director   Support   Manager   Coordinator   Total
           Account/Senior Management                 0.25       3.00                             3.25
           Brand Strategy                                                                         --
           Brand Management                                                                       --
           Sponsorship Management                                                                 --
           Content / Collateral / Campaign                                                        --
           Creative Design                                                1.00                   1.00
           Production/Traffic                                                                     --
           Planning / Metrics / Analysis                        0.50                             0.50
           Event Management                                               0.50                   0.50
           Digital Management                                   0.25                             0.25
           Admin / Finance / Reporting                                    1.00                   1.00
                                              0      0.25       3.75       2.5         0         6.50

STCASSOCIATES/20YRS                                                                                      12
GES | Proposed Headcount          VP     Director   Support   Manager   Coordinator   Total
           Account/Senior Management                            2.00                              2.00
           Brand Strategy                    0.20    2.00                                         2.20
           Brand Management                                                                        --
           Sponsorship Management                                                                  --
           Content / Collateral / Campaign                                3.00                    3.00
           Creative Design                   0.10               1.00      2.55                    3.65
           Production/Traffic                                                         1.00        1.00
           Planning / Metrics / Analysis                        1.00      1.00                    2.00
           Event Management                                               1.00                    1.00
           Digital Management                                   0.20                              0.20
           Admin / Finance / Reporting                                    1.00                    1.00
                                             0.30    2.00       4.20      8.55        1.00       16.05




STCASSOCIATES/20YRS                                                                                      13
GCS | Proposed Headcount          VP     Director   Support   Manager   Coordinator   Total
           Account/Senior Management                            0.75                             0.75
           Brand Strategy                    0.25    0.25                                        0.50
           Brand Management                                                                       --
           Sponsorship Management                                                                 --
           Content / Collateral / Campaign                      1.25                             1.25
           Creative Design                   0.10               0.50                             0.60
           Production/Traffic                                                                     --
           Planning / Metrics / Analysis                                                          --
           Event Management                                     0.50                             0.50
           Digital Management                                   0.15                             0.15
           Admin / Finance / Reporting                                                            --
                                             0.35    0.25       3.15       0           0         3.75




           GVS | Proposed Headcount          VP     Director   Support   Manager   Coordinator   Total
           Account/Senior Management                            0.75                             0.75
           Brand Strategy                    0.25                                                0.25
           Brand Management                                                                       --
           Sponsorship Management                                                                 --
           Content / Collateral / Campaign           0.20       0.75                             0.95
           Creative Design                                      0.50                             0.50
           Production/Traffic                                                                     --
           Planning / Metrics / Analysis                                                          --
           Event Management                                     0.75                             0.75
           Digital Management                                   0.20                             0.20
           Admin / Finance / Reporting                                                            --
           0                                 0.25    0.20       2.95       0           0         3.40
STCASSOCIATES/20YRS                                                                                      14
WISH LIST

                      Brand development continues on path to strengthening internal brand culture

                      Involvement in annual planning and quarterly priority setting and activation

                      Resources to staff positions for cross department coordination and a weekly
                      global project list

                      Agreement to incremental resources to deliver on brand needs

                      Engagement and joint training with Tata Communications




STCASSOCIATES/20YRS                                                                                  15

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Tata rfi 2011_print

  • 1. STCASSOCIATES/20YRS Response to Tata Communications Chemistry Meeting 25 October 2011
  • 2. OBJECTIVES OF THIS SESSION The STC you haven’t seen yet Campaign science Indian experience B2B and beyond What we need to deliver on STCASSOCIATES/20YRS 2
  • 4. CAMPAIGN SCIENCE EQUINIX Campaign Start One year ago 18 months, 18 internal clients across 3 regions Across All Verticals • Cloud and IT services • Content and digital media • Enterprise • Financial services • Mobility • Networks • Federal government Return On Brand • 52% increase in acquisition and retention • 74% increase in enquiries • Global campaign delivered 33.47% Campaign Progress over plan metrics Today • Increased shareholder stability • Best-rated training induction by sales • Best-rated customer experience STCASSOCIATES/20YRS 4
  • 5. INDIAN EXPERIENCE ACCENTURE Promote Yourself Campaign Start One year ago 14 months, 14 internal clients, serviced across Bangalore, Mumbai and Delhi High Performance, Delivered. To be the best, you need to be surrounded We’re working to make Accenture bigger and by the best. better than ever. That’s where you can make a difference. So bring the best of your friends to apply for positions here. If they get hired, you know you’ll be part of a new, even higher performance workforce. And you’ll receive some great prizes. Operating Groups Consulting • Technology • Outsourcing • Communications and High Tech • Financial Services • Products • Health & Public Services • Resources Services • Growth Strategy Programs • Client business development programs • Networking events (India Formula 1 GP, IPL) • CCM / OCM (1000 client touchpoints) • Launch of CXO Councils Recruitment Marketing • 35,000 recruits across 71 cities • Yahoo!/Accenture joint program CSR • High Performance Nation campaign Campaign Progress • 25 year anniversary Today Digital marketing STCASSOCIATES/20YRS 5
  • 8. WHAT DO WE NEED TO DELIVER ON | RATIONALISING THE PLAN STC objectives for staffing and servicing account Create servicing alignment that delivers on business outcomes Leverage existing footprint to scale business further Allocate and expand India staff to support Tata Communications India business previously excluded from STC scope Centres of excellence to provide expertise and efficiency STCASSOCIATES/20YRS 8
  • 9. PRESENT ACCOUNT ALIGNMENT GLOBAL STRATEGY MARKETING ORGANISATION (SRIDHAR RAMASWAMY) CORP COMM GES GCS GVS AMERICAS EMEA APAC INDIA DIGITAL ROZZYN BOY AMIT SINHA ROY SARINA TU ISABELLE TURCOTTE TAYLOR SALMAN RALPH VARCOE EMMANUEL LAPIERRE BIJAYA BASU ASHISH TEWARI NATALIE CHAK MANOJ MANI CONNIE BELSITO MARCELLE FERLAND KEVIN WATSON ANDY FAUPEL RANJITA KANANI MANASIE TIWARI JYOTI ARORA JOHN VC CECILIA RYHAL TARA LENEHAN NIMISH KOTHARE ANINDYA PODDAR DIVYA ANAND PRABAKARAN SIVAGURU PRANAV PACHOLEE HARPREET JABBARA PAT HIGGINS CHARLOTTE STURMAN TOM HOULBROOKE ERIC HEMMINGDINGER CLAIRE BUTKUS RAM REDDY AURORE QUERCY AMY LAMBOLEY DOUG THOMAS LUCY COURBIER RHODA DINESEN SONAL PANDIT DAVE HUFFMAN KEILA TAVERAS LIZ DOTEN LIZ DOTEN AURORE QUERCY STEPHANIE LIU ELINA MOHANTY SWAPNIL KSHIRSAGAR ANDREW HANNIFY BRAND STRATEGY AND MANAGEMENT | CHANNEL ENABLEMENT | DEMAND GERERATION | DIGITAL STCASSOCIATES/20YRS STCASSOCIATES/20YRS 9
  • 10. FUTURE COVERAGE AND CENTRES OF EXCELLENCE LONDON FRANKFURT PARIS SAN FRANCISCO, CA LOS ANGELES, CA NEW YORK HQ RESTON, VA AUSTIN, TX EUROPE CENTRE OF EXCELLENCE BRAND STRATEGY BRAND MANAGEMENT MUMBAI NEW YORK ANALYTICS CENTRE OF EXCELLENCE REGIONAL LEADERSHIP EU BANGALORE CORPORATE STRATEGY SINGAPORE BRAND DESIGN EMEA REGIONAL LEADERSHIP CLIENT SERVICE SINGAPORE APAC LEGEND REGIONAL LEADERSHIP AMERICAS MUMBAI OFFICES PRODUCTION CENTRE HUBS REGIONAL LEADERSHIP PoPs INDIA BRAND DESK STRATEGY NETWORK STCASSOCIATES/20YRS 10
  • 11. By business Corp Comm GCS GES GVS MSO (6.10) (3.75) (16.05) (3.40) (6.50) By service Brand Strategy Campaign/Content Creative/Design Event Planning/Metrics/Account Mgmt (5.70) (7.40) (7) (3) (12.70) By level VP Director Managers Coordinators Support (2) (5.20) (12.50) (1.20) (15) Staffed By location New York Europe India Singapore (Austin, San Franscisco, Virginia) (London, Paris, Frankfurt) (Mumbai, Bangalore, Delhi) To be hired (12.10) (5.50) (15.20) (3) Corporate Communications GES Brand strategy director in London; onsite global brand centre manager part time; and, dedicated sponsorship manager Addition of one global and one India campaign supervisor (planning/metrics); retain global content and creative leads; complete new to manage and align all F1-driven brand initiatives. team in India (can be distributed across 3 key markets) for adaptation of global campaigns or development of India-centric campaigns. MSO GCS Addition of dedicated resources to planning and reporting; dedicated assets management specialists Addition of dedicated content and campaign supervisors; leverage global STC shared services for regional execution. GVS Addition of dedicated event supervisor; leverage global STC shared services for regional execution. STCASSOCIATES/20YRS 11
  • 12. CORP COMM | Proposed Headcount VP Director Support Manager Coordinator Total Account/Senior Management 0.25 0.25 Brand Strategy 0.50 1.00 1.50 Brand Management 0.50 0.50 0.25 1.25 Sponsorship Management 1.00* 1.00 Content / Collateral / Campaign 0.20 0.20 Creative Design 0.3 0.95 1.25 Production/Traffic 0.20 0.20 Planning / Metrics / Analysis -- Event Management 0.25 0.25 Digital Management 0.20 0.20 Admin / Finance / Reporting -- 1.05 2.50 0.95 1.40 0.20 6.10 MSO | Proposed Headcount VP Director Support Manager Coordinator Total Account/Senior Management 0.25 3.00 3.25 Brand Strategy -- Brand Management -- Sponsorship Management -- Content / Collateral / Campaign -- Creative Design 1.00 1.00 Production/Traffic -- Planning / Metrics / Analysis 0.50 0.50 Event Management 0.50 0.50 Digital Management 0.25 0.25 Admin / Finance / Reporting 1.00 1.00 0 0.25 3.75 2.5 0 6.50 STCASSOCIATES/20YRS 12
  • 13. GES | Proposed Headcount VP Director Support Manager Coordinator Total Account/Senior Management 2.00 2.00 Brand Strategy 0.20 2.00 2.20 Brand Management -- Sponsorship Management -- Content / Collateral / Campaign 3.00 3.00 Creative Design 0.10 1.00 2.55 3.65 Production/Traffic 1.00 1.00 Planning / Metrics / Analysis 1.00 1.00 2.00 Event Management 1.00 1.00 Digital Management 0.20 0.20 Admin / Finance / Reporting 1.00 1.00 0.30 2.00 4.20 8.55 1.00 16.05 STCASSOCIATES/20YRS 13
  • 14. GCS | Proposed Headcount VP Director Support Manager Coordinator Total Account/Senior Management 0.75 0.75 Brand Strategy 0.25 0.25 0.50 Brand Management -- Sponsorship Management -- Content / Collateral / Campaign 1.25 1.25 Creative Design 0.10 0.50 0.60 Production/Traffic -- Planning / Metrics / Analysis -- Event Management 0.50 0.50 Digital Management 0.15 0.15 Admin / Finance / Reporting -- 0.35 0.25 3.15 0 0 3.75 GVS | Proposed Headcount VP Director Support Manager Coordinator Total Account/Senior Management 0.75 0.75 Brand Strategy 0.25 0.25 Brand Management -- Sponsorship Management -- Content / Collateral / Campaign 0.20 0.75 0.95 Creative Design 0.50 0.50 Production/Traffic -- Planning / Metrics / Analysis -- Event Management 0.75 0.75 Digital Management 0.20 0.20 Admin / Finance / Reporting -- 0 0.25 0.20 2.95 0 0 3.40 STCASSOCIATES/20YRS 14
  • 15. WISH LIST Brand development continues on path to strengthening internal brand culture Involvement in annual planning and quarterly priority setting and activation Resources to staff positions for cross department coordination and a weekly global project list Agreement to incremental resources to deliver on brand needs Engagement and joint training with Tata Communications STCASSOCIATES/20YRS 15