Siren-Communication Agency Credentials

Agency Profile The information contained in this document must not be reproduced, or transmitted in any form by means electronic, mechanical, optical, photocopying, recording or otherwise, without the prior consent of Siren-Communication.

Siren-Communication launched January 2010 by veteran communications consultant The differentiating model and value to clients – Integrated communications consultancy Breadth of experience Marketing background Strategic communications consultancy for regional programmes across Asia Pacific Successful adaptation and execution with local partners Company Profile

Siren-Communication puts brand reputation at the heart of commercial success; we focus on communication to increase business value Research, preparation and execution by experienced consultants We provide strategic consultation across – Key messages development Marketing communication Internal messaging External communication with stakeholders including traditional & social media Blogger relations Our Approach

Siren's consultants have strong backgrounds in marketing & PR and proven experience in corporate communication, integrated marketing communication, as well as championing the adoption of digital PR and social media platforms for effective outreach to stakeholders. Areas of Expertise Corporate Positioning and Reputation Management CEO Counseling and Issues Management Government and Industry Relations Media Relations – International, Regional and National Digital PR and Social Media Strategy Industry Practices – Technology, Education, Finance, Supply Chain Management, Tourism, Health & Wellness Internal & External Communication Event Organization/Activations, and Management Speaking Platforms, Industry Events, Roundtables Media Training

Extensive Regional Network Siren-Communication provides complete coverage through its network of best-in-class consultancies across Asia Pacific Southeast Asia Indonesia Philippines Thailand and Vietnam Cambodia and Laos Greater China China Hong Kong Taiwan India Japan & Korea Australia & New Zealand

Founder & Principal Consultant Since 1989 in Asia, Karen Flynn has worked with a number of blue-chip brands, across corporate, tourism, technology, consumer products, and the health and wellness sectors. Karen specializes in developing communication programmes within integrated marketing environments and has significant experience in managing multimarket initiatives including traditional media relations and social media, as well as creating marketing collateral. Over the past two decades she has worked with global and regional clients such as Philips, Oral-B, Unilever, sanofi-aventis, Club Med Asia, Sri Lanka Tourism Board, NYMEX (now CME Group), CMC Markets, and Maersk Group. Karen consults with management and marketing teams to address their branding and stakeholder engagement challenges to develop effective communication strategies. She now advises on the strategic direction for multi channel communication for RBS, Training Vision, ESSEC, MCYS - Businesses for Families Council, and ISC Global. Karen Flynn http://sg.linkedin.com/in/sirenflynn Principal Consultant

Tony is technology PR specialist with over 12 years industry experience. Throughout his career, Tony has developed and managed regional media outreach programmes for the world’s leading consumer IT and electronics brands, including Compaq Computers (HP), Macromedia (Adobe), Rio (MP3 player pioneer), NVIDIA, Philips Consumer Electronics, Philips Mobile, i-mate (mobile phones) and BenQ. Well known and respected among consumer technology and lifestyle journalists, Tony is experienced in managing product test and review programmes, and was instrumental in driving successes for such campaigns for NVIDIA, Philips Electronics and Mobile, i-mate, and BenQ hero products. Prior to joining Siren, Tony was the Regional Technology and Digital PR Lead at global communications firm MS&L, where he spearheaded regional programmes for clients in both consumer and enterprise technology. Tony keeps himself abreast with industry developments and trends and is most inquisitive on the transformative power of technology. He has conducted trainings and counselled clients on the strategic adoption of social media and Web 2.0 tools for competitive advantage, including Coca-Cola Pacific. Director, Technology Practice Lead Tony Tan http://sg.linkedin.com/in/tonytan Director, Technology Practice Lead

Senior Executive, PR & Social Media Victoria has corporate & marketing communications experience in the financial, pharmaceutical and research industries where she has worked with global brands including NGOs and governments, while based in The Netherlands. She developed branding campaigns for Atradius, a global B-to-B credit insurance company across integrated media channels; managed international clients’ businesses including NGO’s and governments at IDA, and was Media Analyst for the Amsterdam School of Communications Research (ASCOR), where she developed qualitative and quantitative analytical techniques for framing EU affairs in the European media landscape. An avid networker, she specializes in managing fast-paced media to develop relationships with stakeholders. Victoria also has significant experience as a congress and events coordinator. Having studied Modern Languages in three different European Universities (Spain, France and Belgium) Victoria holds a MSc in Media and Communications from the University of Amsterdam. Victoria Orellana http://sg.linkedin.com/in/victoriaorellana Corporate Affairs Manager

Senior Executive, PR & Social Media Over the past four years Rekha has worked with renowned brands across the corporate, consumer, healthcare and wellness sectors. She plays an integral role in creating awareness, coordinating brand strategies, building association and recognition through strategic communication planning and strong execution. She has previously worked with Philips Consumer Electronics where she successfully launched the next-generation Ambilight TV, amongst other key hero products. She garnered coverage across all media platforms comprising dailies, broadcast, fashion & lifestyle, F&B and technology. She was instrumental in securing product placements at fashion boutiques and F&B outlets for added exposure. The last three years she has delivered strong results for Procter & Gamble (Oral-B and Whisper), National Library Board, Sanofi Pasteur, CIBA Vision and Businesses For Families Council (MCYS). Rekha has significant experience in branding communication and corporate profiling, and online media and blogger relations management. Rekha Indiran http://sg.linkedin.com/in/rekhaindiran Senior Executive, PR & Social Media

Blogger Relations & Social Media Talya has 8 years experience in marketing and communication across the consumer, arts and not-for-profit industries. She has worked both in-house and agency-side, developing and executing marketing and communications programmes across traditional and new media. Clients she has worked with include Budweiser, Buena Vista Home Entertainment, Mr Kipling, Sharwoods, Virgin Atlantic, Vodafone. She has also worked at the Victoria and Albert Museum (one of the leading Museums in the UK and globally) and Greenhouse (a leading London youth charity). Talya specialises in building brand awareness, online advocacy, writing editorial and community outreach through social networking sites including Facebook, Twitter, and other community sites. She manages blogger outreach programmes and builds active brand ambassador networks for clients. At Siren, she is currently developing and managing key online channels for various communication programmes leveraging social media. Talya Stone http://sg.linkedin.com/in/talyastone

Senior Executive, PR & Social Media Joelle comes with sales and marketing experience with MNCs in various industries including management system consulting and certification, automotive, media and recruitment. Her focus in recent years has been on corporate business-to-business client servicing and has worked with international brands in the oil and gas, offshore and marine construction and logistics sector. Prior to joining Siren, Joelle worked as Account Manager (Asia Pacific) with Upstream, an award-winning oil and gas newspaper focused on news in the international oil and gas upstream sector. Her experience with the international news provider has afforded her an astute awareness of the value of news exposure for businesses. She graduated from Singapore’s Nanyang Technological University with a Degree in Business and now manages relations with the local Chinese media for her clients in the training and technology industries. Joelle Kong http://sg.linkedin.com/in/joellekong Senior Executive, PR & Content Development

Senior Executive, PR & Social Media Suren joined Siren-Communication having completed a Bachelor’s degree at Singapore Management University (SMU) where he specialized in Brand Development, Consumer Behaviour and Strategy. Previously, Suren completed an internship at Oracle Corporation in the Corporate Communications Department, where his role involved updating and monitoring Oracle JAPAC’s Social Media portals and crafting content for various media channels. He was also a Volunteer Leader in the YMCA Programmes and Events Department, helping organize and execute programmes like the Citibank-YMCA Youth for Causes Programme aimed at encouraging volunteerism in Singapore and raising money for Non-Profit Organisations (NPOs). At Siren, he researches channels for communication and develops content for online avenues including social media to increase clients’ brand awareness. Suren Rastogi http://sg.linkedin.com/in/surenrastogi Executive, Content Development and Social Media

“ I met Karen Flynn three years ago (2008). The IT Standards Committee (ITSC) was looking for a public relations professional….. Karen has consistently delivered quality work resulting in outcomes beyond our expectations. She and her staff helped with the planning of communication, review of the design of collaterals, and the management of media relations. She is partnering and professional in her approach, efficient in execution and focused on helping us achieve our objectives. It is a pleasure to work with her and hence, the continuing partnership with her.” Robert Chew Chairman IT Standards Committee Client Testimonial

Tech Case Study – ITSC/IDA S’pore Programme The Siren team has been working closely with the Singapore IT Standards Committee – ITSC (formed by SPRING S’pore and IDA) since 2007 to promote programming and IT standards, and create buzz and interest for codeXtremeApps, the annual 24-hour computer programming competition organised by ITSC Activities Undertook extensive media outreach to generate excitement during the pre-event phase and induce increased participation from contestants year after year Created a Facebook Group for the competition and maintained content throughout the 4 years Provided strategic counsel on messaging, media relations and cross-promotional opportunities to maintain media excitement Results Garnered extensive media coverage during the post event phase that showcased winning works from the contestants across technology, lifestyle and mainstream media Average 20 per cent increase in participation from contestants year-on-year Competition being positioned as a key digital lifestyle event to watch every year

Today - 2010 The Straits Times Digital Life - 2010 The Straits Times Prime News (3 rd Page) - 2009 The Business Times - 2009 HWM - 2009

Stakeholder Engagement Programme The Infocomm Development Authority of Singapore (IDA) tasked Siren to launch and create industry buzz for the Singapore Standard on Green Data Centres, developed to help organisations establish the necessary policies, systems and processes to improve the energy efficiency and minimise the environmental impact of their data centres in Singapore Activities Developed and executed a detailed PR plan to help warrant media attention and secure exceptional coverage across print, online and broadcast media outlets Undertook full event management services for the entire 400-pax forum Results Widespread television, print and online coverage was secured in targeted media The PR value of the project amounted to approximately SGD500,000

Media Coverage The Straits Times – Digital Life Today Newspaper Computerworld Singapore Channel NewsAsia The Straits Times – Digital Life Channel News Asia - Asia Business Tonight

Brand Awareness Programme ESSEC IRENE, the leading research and education centre on negotiation and conflict management in Europe launched IRENE ASIA in March 2011. Siren was tasked to showcase the institute’s relevance and expertise on negotiation for governments and corporations in Asia Pacific Activities A comprehensive and influential list of media is being targeted for editorial content contributions, face-to-face interviews with key spokespersons for IRENE, as well as conference opportunities are being continuously crafted, researched and recommended for the client A social media strategy has been developed for Asia to communicate thought leadership content and drive discussion across LinkedIn and Facebook. The programme is expected to roll out in Q3 Results Widespread content contributions, video and audio interviews were secured for IRENE ASIA in China and Singapore

Human Resources Magazine Media Interview with China Business News in Shanghai Media Interview with Oriental Morning Post in Shanghai MediaCorp Channel 8 – Good Morning Singapore Interview

Reputation Management Programme Siren was chosen to create a footprint for Training Vision Institute, a training and Human Capital Development provider, in the Leadership Development space. Previously, the client was singly focused on the Low Wage Workers and Service Excellence programmes Activities Created an integrated communication strategy including media exposure to key business and industry publications, social media, marketing communications support, campaign development for specific target audiences and activations on-ground for brand prescence Launched and managing Training Vision ’s social media platforms: LinkedIn, Training Vision and Facebook to gain awareness and establish Training Vision as a key player in leadership development space Results Significant media coverage and article contributions have been secured since February 2011 The business and industry media now have an understanding of Training Vision and its capabilities and relevance for human capital and associated issues

Media Coverage JobsDB Business Times LinkedIn Facebook Twitter 938 Live – The Living Room Launched Training Vision ’ s e-newsletter

Siren conceptualized and developed the content and design for Training Vision’s first communication for organizations’ leaders E-Newsletter for C-Suite Employees & Directors

Community Awareness & Participation Programme Businesses for Families Council (BFC), an organisation of the Ministry of Community, Youth and Sports, aimed to encourage more businesses to implement family-friendly measures and leverage its initiatives to cater to families The Council intended to heighten awareness on existing family-friendly businesses, raise the profile of its accredited Markers and Pledgers and the benefits of being part of the BFC Community Activities Siren organised a ‘We Welcome Families’ Photo Contest to enable consumers to showcase/nominate their favourite family-friendly business and win great prizes. The top 3 entries won $2,000, $1,500 and $1,000 respectively; each weekend spot prizes were up for grabs BFC Markers & Pledgers were enticed to participate by offering family-themed promotions & discounts during the contest period. Several Markers/Pledgers were profiled in PR stories simultaneously to generate greater exposure across stakeholder groups Activation teams were stationed at popular shopping malls to speak with families, share information on BFC and their initiatives as well as harvest instant entries with the added draw of weekend spot prizes

Stakeholder Engagement Results Results A total of 3,488 photo entries were gathered over 6 weeks An 80% increase in fans on BFC Facebook Group was obtained within 1.5 months Siren garnered PR coverage across broadcast, print and online media worth SGD989,865 over the 6 weeks; with immense interest from new businesses to learn more about the Council and join the BFC community Secured widespread online buzz about the photo contest in the social media and blogging sphere Microsite Facebook

Social Media and Blogger Outreach Design & Content Brief Siren handled digital collaterals hosted on Businesses for Families Council ’s (BFC) Facebook, PickABiz.sg and referral sites such as blogs and online media. Engaged Facebook fans through information-sharing and executed several contests, injecting a fun element in the social media outreach. Online coverage includes lifestyle, contest and parenting blogs. EDM (e-direct mailers) sent to specific databases as part of the contest publicity plan. Cross-linked to microsite to give added visibility. Maintenance Daily Facebook updates that covers announcements, sharing of facts, discussion and promotions. Siren proactively reached out to business, lifestyle, parent and family bloggers to inform them of this contest and gather their support and involvement Results Facebook fans increased by 80% in 6 weeks. Media value garnered from blogs amounted to $508,862 Garnered immense support from close to 20 bloggers who provided full details/website url links etc for readers prompt participation

www.sanses.com http://sengkangbabies.blogspot.com http://tamanjurong.sg/ www.contestavenue.com http://i-love-contests.blogspot.com/ Blogs

Media Briefing National Media Business Times My Paper Straits Times Online Mediacorp XinMSN Channel News Asia Online www.938live.sg Blogs

We Welcome Families AWARDS CEREMONY 19 March 2011

Extensive content development for online

Broadcast, Print, On-Air & Online: extensive coverage

Heightened Awareness for Businesses

Siren frequently develops marketing communication for clients for their events, conferences, workshops and campaigns Marketing Communication support – eDMs

Campaign Logos, Online Banners, Posters

Contact Information 150 Cantonment Road, Block B, #03-06 Cantonment Centre Singapore 089762 +65 6317 6709 www.siren-communication.com

Siren-Communication Agency Credentials

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