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Innovation: LBi Germany develops recipe-finder as an iPhone application

Cologne, 13 January 2010 - LBi Germany has re-launched the food brand “Philadelphia” helping it to become a leader in innovative customer service and user-friendly product presentation. The full-service agency for interactive media from Cologne has introduced a Europe-wide integrated, digital-branding strategy to turn career women, working parents and spontaneous gourmets into star chefs in their own kitchens.

A multi-channel campaign, which is just as at home in the internet as it is mobile through Smartphone, impresses with innovative services revolving around pleasure, cooking and recipes. The highlight is the current launch of the recipe-finder application for the iPhone. Do you fancy salmon? Simply enter a keyword, go to search and choose from the numerous, creative recipes. Still haven’t decided? Dynamic visual cover-flow elements inspire the user and also help to create a list of ingredients or a shopping list.

The classic cream cheese in a new light: spontaneous and tasty

The recipe-finder application for the iPhone is only one of many elements which make up the whole concept for the digital presence of Kraft’s Philadelphia. LBi Germany shows the popular cream cheese brand in a new light and appeals exactly to the core target group of the classic product – married working mothers aged between 25 and 55. The message of the brand is transmitted through all channels of communication “spontaneous and tasty, Philadelphia means versatile pleasure.”

“It was an exciting task for us to implement this comprehensive, international project within a very short time. Our team designed modern tools and marketing measures for all of the relevant interactive media under a newly developed overall strategic concept. We found it especially interesting to analyze country-specific consumer behavior and to tailor our approach individually” emphasized Anke Freikamp, Chairman of LBi Germany.

LBi Germany's convincing pitch

LBi Germany won the European relaunch of the Philadelphia brand after a pitch lasting several rounds in which it competed with renowned international rivals. The company is now responsible for the strategic concept, design and implementation of technology, and all digital marketing and communication measures.

Already by the beginning of the year LBi Germany was able to provide online support for the announcement of the changed packaging in Germany, Great Britain, Italy, Spain, and Greece. During two phases – the announcement and the actual launch – the agency communicated the new Philadelphia so that it received prominence and attention in all digital channels. The core messages were “it closes better for greater pleasure” and “Philadelphia is now even creamier”.

LBi Germany will also assume responsibility for social media, bannering and direct marketing for Philadelphia’s redesigned market presence in four European countries – Germany, Spain, Italy and Great Britain.

PUMA® names LBi agency Syrup as the new global partner for Teamsport

New York, 08 May 2009 - Global integrated ad agency, Syrup, has been named PUMA's® global partner for Teamsport. This new partnership charges Syrup, an LBi agency, with development of strategy, creative direction and campaign creative for all PUMA Teamsport-related business. Particular emphasis will be on PUMA football (soccer), including all PUMA football advertising for the 2010 FIFA World Cup in South Africa. Syrup will also develop the creative for PUMA as part of its recent announcement as official founding partner of Women's Professional Soccer (WPS). Syrup joins Droga5 and ZenithOptimedia on PUMA's agency roster.

"Syrup is the right choice for our Teamsport business," says Antonio Bertone, Chief Marketing Officer for PUMA. "They are emerging as one of the freshest agencies out there. It was important for PUMA to find a shop that offers a global perspective on sport in general and football in particular as we chart a course for the 2010 World Cup."

During this multi-year relationship, Syrup's additional creative duties will cover PUMA rugby, handball, cricket, and other team sports. Syrup will also be responsible for production of creative, which includes television, print, radio, interactive content, and more.

Rob Holzer, Chief Executive Officer of Syrup explains, "Working with the PUMA brand is an absolute honor for us. We were one of the first fully integrated agencies at a time when digital and traditional were completely split. It's great to see the brand world embracing the value of our multi-disciplinary creative, planning and production. For us, the win is a brilliant opportunity to help shape the future of one of our favorite brands."

Jakob Daschek, Chief Creative Officer of Syrup adds, "We grew up watching stars like Maradona and Cruyff playing in PUMA and dreamed of being like them one day. As real football fanatics, this is a perfect account for us to approach the creative from a different angle and bridge the worlds of design and sports with a unique PUMA attitude."

LBi Belgium named “Interactive Agency of the Year 2008"

Brussels, 28 October2008 - LBi was attributed the « Interactive Agency of the Year 2008 » award, during this years Mixx Awards in New York.

This prestigious distinction is given to the agency that profiles itself the best during 2008, judged according to the high level of realizations presented to the jury. LBi didn’t only wheel in this title, it also received a “Golden Award” for the Oufti project (Proximus) in the “Product Launch” category and a “Bronze Award” for the Minibreaks project (Thomas Cook Belgium).

The Mixx Awards are a result of the collaboration between the Belgian IAB, the International Advertising Bureau, and Best of Publishing, editor of the Inside Magazine. The Mixx Awards aim at rewarding those digital and interactive campaigns that reached their communicational objectives. The criteria of attribution take into account the observed links within the project between creativity and efficiency.

« Interactive Agency of the Year 2008 »: — this award is based upon the quality, creativity and efficiency of the entirety of the projects submitted to the jury. It thus recognizes the high quality approach used by LBi to serve its current clients base.

LBi wins Mitsubishi Motors Europe campaign

Stockholm/Amsterdam, 09 July 2008 - LBI International AB ("LBi"), the global marketing and technology agency, has won the pitch to develop a pan-European awareness and activation campaign for Mitsubishi Motors Europe. The pitch was won by LBi Netherlands and the campaign will be rolled out in over 30 countries beginning in Q4 2008.

The objectives of the campaign are to build the Mitsubishi Motors brand name in the European market and to drive accountable leads to Mitsubishi Motors showrooms through online campaign and site activity.

LBi Netherlands was selected for the campaign development project on the basis of its broad online expertise and its demonstrable international experience and capability through the wider LBi Group.

Igor Milder, CEO LBi Netherlands: "We are extremely pleased that we were chosen for this task. The international character of the campaign and the skills required to deliver it are a perfect fit with our organisational capabilities and the services we offer . Our teams can't wait to get cracking!"

LBi Syrup wins gold at the Effie Awards

Stockholm/Amsterdam, 12 June 2008 – LBI International AB ("LBi"), the global marketing and technology agency, is a winner at this year's Effie Awards. LBi Syrup in New York was awarded the Gold in the new "Green" Effie category, set up to honor the most effective eco-marketing campaigns, for their work supporting GE's ecomagination campaign.

The work was a combined effort developed alongside GE's other agency partners BBDO, Stinson Partners and OMD and was a finalist for the Grand Effie award as well.

Syrup designed and built the GE ecomagination site. The GE ecomagination site uses film as the main component for delivering a number of product showcases - powerful stories created and produced by LBi Syrup and narrated by actor Kevin Kline.Syrup worked side-by-side with GE's marketing and product teams around the world to hand-pick the products that would best demonstrate the power of ecomagination; a desalination facility in Algiers, Algeria where a plant will convert sea water to drin king water for over 1 million people; a vineyard in Napa, California that uses solar panels to power nearly 100% of their energy needs; Arklow, Ireland, where a 7-turbine GE off-shore wind farm powers 16,000 Irish homes; and GE's Evolution Series locomotive, which lowers emissions while conserving energy. The stories are told vividly in the web film series along with additional expansive content on each subject presented in the interactive online experience.

LBi agency Icon Nicholson in New York Valspar was also awarded at the Effies, their work for Valspar won bronze in the New Products Category.

The Effie Awards honor the most significant achievement in the business of marketing communications: ideas that work. Since 1968, winning an Effie has become a global symbol of achievement. Today, Effie celebrates effectiveness worldwide with the Global Effie, the EURO Effie, Effie Asia Pacific (Effie APAC) and more than 35 national Effie programs.

View the films and visit the Effies

LBi acquires Special Ops Media in New York

Stockholm/Amsterdam, 7 April 2008 – LBI International AB ("LBi"), the global marketing and technology agency today announces acquisition of the full-service interactive agency Special Ops Media in New York, US. Special Ops has a strong national reputation and specializes in online marketing & strategy, online media (planning and buying), creative services and online publicity for a wide variety of major national and international brands.

LBi CEO Luke Taylor states "In the strategic roadmap, released earlier this year, we communicated our intent to extend and deepen our service offer in the United States. The acquisition of Special Ops perfectly delivers on this ambition and adds a best in class strategic marketing and media capability to our US business. Special Ops have, in particular, unique skills in innovative social network marketing and online PR. We plan to leverage this capability across our global footprint on the back of strong client demand for these specialist services.

The Effie Awards honor the most significant achievement in the business of marketing communications: ideas that work. Since 1968, winning an Effie has become a global symbol of achievement. Today, Effie celebrates effectiveness worldwide with the Global Effie, the EURO Effie, Effie Asia Pacific (Effie APAC) and more than 35 national Effie programs. Special Ops co-CEOs Christian Anthony and Jason Klein state "We believe that LBi's global reach, stellar reputation, deep digital expertise, entrepreneurial culture, and seasoned management present the perfect partnership opportunity. We are thrilled to be joining LBi after 5 years of strong growth, innovation and award-winning client service at Special Ops, and we look forward to building the premier global digital agency together."

LBi US Chief Operating Officer Gavin Fraser adds "The Special Ops team compliments our existing US businesses very well, in particular strengthening our offerings in strategic marketing, communications and media. Our clients need agencies expert in all aspects of the digital landscape, and with the addition of Special Ops we more than ever are in position to serve our clients exceptionally well."

Over 2007 Special Ops realized gross billings of USD 22.3 million, net sales of USD 10.1 million and EBIT of USD 4.0 million. The agency today has 64 employees.

The total purchase price will be in the range of USD 20-45 million (dependant on an earn-out arrangement based on future performance) and can partially be paid with shares. Special Ops will be consolidated as per 1 April 2008 and be EBITDA and earnings accretive with immediate effect.