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Edelman Launches Global Market-Entry Offering to Meet Growing Demand of Clients

PERISCOPE helps companies entering new foreign markets mitigate risk, build trust and position for long-term success
May 10, 2012 (Washington D.C.) Edelman, the worlds largest public relations firm, today announced PERISCOPE, a global market-entry offering that provides research, communications and stakeholder engagement counsel and execution to companies expanding into foreign markets. As the world continues to globalize, the need to provide market intelligence and strategic insights for clients looking to enter new markets and promote their products and services has significantly increased. PERISCOPE will be led by Chris Hayes, executive vice president, International and Market Entry at Edelman. In emerging markets (also described as growth markets) alone, the World Bank expects crossborder transactions and FDI to increase from 1,400 deals in 2011 to more than 4,500 per year by 2025. Eight nations BRIC (Brazil, Russia, India and China) plus TIMP (Turkey, Indonesia, Mexico and the Philippines) are expected to constitute nearly 50 percent of global GDP growth over the next 10 years, economists predict. Including the United States and Vietnam, this figure is projected to exceed 60 percent. This is clearly a huge growth area for Edelman, as we are seeing companies enter new markets at a blistering pace and foreign direct investment (FDI) is skyrocketing, said Hayes. Yet we live in a globalizing, not globalized world. While it is easier than ever to do business globally, it is also more important than ever for companies to truly understand and be understood by the country and market they are entering, and to engage stakeholders in a meaningful way. PERISCOPE is distinctively positioned to help companies navigate the complexities of foreign markets. Building on Edelmans market-entry communications and engagement experience, the firm will be able to utilize its local expertise in key markets to provide clients with greater insight about the trends, behaviors, and risks of the markets they are entering. PERISCOPE relies on deep primary and secondary research about the country, the market, the company and the product. The offering is composed of regional leads across Edelmans worldwide network of offices, well-connected senior consultants, subject-matter experts and strategic partners in finance, political-risk management and cultural training. Alan VanderMolen, vice chairman, DJE Inc., president and CEO Global Practices, Edelman, highlighted the importance of providing a unified, yet flexible, global offering: As global businesses continue to grow and transcend borders, PERISCOPE provides a team, service and thoughtful

process that are strategic and flexible enough to complement all Edelman practice areas and geographies. Hayes, a 14-year Edelman veteran with extensive experience developing and managing international corporate and public-affairs campaigns, will be supported by market-entry experts throughout Edelmans 63 offices, who will provide localized insights and manage the implementation of market-entry strategies and programs in the different regions. We define success by helping our clients enter new markets and working with them to become trusted and valued members of the community, Hayes concluded. To learn more about Edelman PERSICOPE: Market Entry Consulting and Services, please call Chris Hayes at +1 202-371-0200. Follow us on Twitter @EdelPERISCOPE. About Edelman Edelman is the worlds largest public relations firm, with 63 offices and more than 4,200 employees worldwide, as well as affiliates in more than 30 cities. Edelman was named Advertising Ages topranked PR firm of the decade in 2009 and one of its A-List Agencies in both 2010 and 2011; Adweeks 2011 PR Agency of the Year; PRWeeks 2011 Large PR Agency of the Year; and The Holmes Reports 2011 Global Agency of the Year and its 2011 North American Large Agency of the Year. Edelman was named one of the Best Places to Work by Advertising Age in 2010 and 2012 and among Glassdoors top five 2011 Best Places to Work. Edelman owns specialty firms Blue (advertising), A&R Edelman (technology), First&42nd (management consultancy), DJE Science (medical education/publishing and science communications), and agencies Edelman Significa (Brazil), and Pegasus (China). Visit http://www.edelman.com for more information.

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