LEADDOG MARKETING GROUP Competitive Analysis Summer 2018 New

LEADDOG MARKETING GROUP Competitive Analysis Summer 2018 • New York City

Strengths: • Lead. Dog works with clients across various industries • Full service marketing agency • Clients value the service we provide and quality of work we produce Weaknesses: • • Diverse array of clients – constant wheels turning allows room for error Clients often see us as a one-stop shop for experiential production – not knowing our full services we can offer CSM Lead. Dog Opportunities: • Unique company culture • Fully merging with CSM makes us a global company opening the doors for many new opportunities © Lead. Dog Marketing Group Spring 2012 • New York City Threats: • • Some clients may want to be the one and only big name – go to a smaller agency It can be easy to lose company identity through a merger and acquisition without working to keep the culture the same 2

Competition SPORTS & ENTERTAINMENT Media Experiential Cause GMR CIVIC GIANT SPOON EVENT 360 OCTAGON POP 2 LIFE FIRST OP 3 INTERSPORT MKG BMF MEDIA EVENTAGE BMF MEDIA EMPIRE JACK MORTON MKTG GIANT SPOON 360 I WASSERMAN NVE RED ANTLER ENGINE SHOP MELT CAA Brand Promotions HELLO WORLD PRIZE LOGIC TEAMDIGITAL PRODUCTION DON JAGODA ASSOCIATES FACTORY 360 MKG © Lead. Dog Marketing Group Spring 2012 • New York City 3

CSM Lead. Dog’s Top Competitors • GIANT SPOON • Notable Clients: HP, Alcon Entertainment & SYFY, LEGO, Old Navy, Star Wars and Cole Haan • ENGINE SHOP • Notable Clients: Dave and Busters, Johnson & Johnson, Smart Car, Express and Greyhound • MKG • Notable Clients: Absolut, Google, Bark Box, Heineken and Netflix • MKTG • Notable Clients: Lego, Tequila Don Julio, NFL, Dicks Sporting Goods and MSNBC • GMR • Notable Clients: Miller Lite, Land O’ Lakes, Super Bowl 51, NFL, CBS, Cisco, FIFA, Comcast, Jim Beam and Ferrari • BMF MEDIA • Notable Clients: Smuckers, Vitaminwater, Dell, Express, H&M, Toyota and iheartradio © Lead. Dog Marketing Group Spring 2012 • New York City 4

C O M P E T I O N

GIANT SPOON An “everything agency” including strategy, media, content & experiences Recent Business Won: San Diego Zoo Awards: 2018 Ad Age A-list Agency to Watch 2017 Ad Age Small Agency Awards- Gold Winner Notable experiences: WB Blade Runner 2049 experience, Alcon Entertainment the Expansive Escape Room, GE + Google + NY Times, NBC + GIPHY Studios, NBC + GE, Westworld © Lead. Dog Marketing Group Spring 2012 • New York City 6

ENGINE SHOP “An experiential marketing agency that specializes in creating and producing integrated event-based programs with amplified digital extensions. ” Parent Company: Bruin Sports Capital company acquired Engine Shop in November 2015. Burin Sports Capital also owns Courtside Ventures, deltatre and On Location Experiences. Engine Shop recently acquired IEG, IEG Sponsorship Conference, and ESP Properties’ US brand consultancy from Group. M. On July 23, 2018. Awards: 2018 Best Entertainment Activation Ex Award Winner, 2017 Best Sports Event & Experiential Marketing Notable experiences: Dream Hotels , Budweiser Country Club, Veuve Cliquot, Mercedes Benz , ESPN © Lead. Dog Marketing Group Spring 2012 • New York City 7

MKG A company dedicated to reminding people that brands are people too. Parent company: Pineapple Co was founded by Maneesh Goyal who is also the founder of MKG in 2015. Pineapple Co also owns Pink Sparrow, 214 and Live Grey. Awards: Silver winner of the best sports activation Notable experiences: ABC (Roseanne), Google, Kiehl’s x Zoolander, Delta Airlines , Netflix x Gilmore Girls , Miller Lite , Stranger Things, Audi © Lead. Dog Marketing Group Spring 2012 • New York City 8

MKTG “Pioneers and practitioners of lifestyle marketing around the world. ” Parent Company: Dentsu Aegis Network acquired MKTG in May of 2014. Awards: 2017 Breakthrough Performance at Supplier Awards Notable experiences: 20 th Century Fox, NHL, British Airways, NFL, NASCAR, Don Julio , Smirnoff, Holden x Tough Mudder © Lead. Dog Marketing Group Spring 2012 • New York City 9

GMR An innovative global sponsorship and experiential leader, connecting brands and their consumers through shared passions. Awards: 2018 named top workplace for young professionals , 2017 Silver Best Overall Consumer Environment, Best Outdoor Environment, Best Use of a Single Technology, Best High-Tech Audience Interaction Notable experiences: Lowe’s Studio, Stryker x PGA Tour , Land O’ Lakes Farm Bowl, Ride On for Red Nose Day, Miller Lite Grassroots Soccer, NFL House SBLI, Warner Bros © Lead. Dog Marketing Group Spring 2012 • New York City 10

BMF Media “A global experiential marketing agency offering a variety of services across the integrated marketing mix. ” News: (May 10, 2018) Just expanded their account leadership, creative strategy and analytics support Awards: Ad Campaign of the Year: ALDI Good Different Notable experiences: Dolce + Gabbana Light Blue, Cosmopolitan Fun Fearless Money , Las Vegas Virtually Fabulous , Lucky in the City , Puma, Marriott © Lead. Dog Marketing Group Spring 2012 • New York City 11

A G E N C Y N E W S

Recent Acquisitions • • Wunderman Acquires Commerce Experience Agency Gorilla Group (August 8, 2018) Omnicom acquires management and Technology consultancy Credera (August 2, 2018) Bruin Sports Capital’s Engine Shop buys Group. M’s IEG Unit and ESP Consultancy ( July 23, 2018) AEG bought Firefly (July 18, 2018) Southfield Capital acquired Match Marketing Group (July 13, 2018) IPG acquired data marketing company Acxiom (July 2, 2018) Dentsu Aegis Network Acquires Digital Agency M 8 (April 5, 2018) © Lead. Dog Marketing Group Spring 2012 • New York City 13

Expansions and Agency Changes • • • Google expanded it’s relationship with Droga 5 after review (July 19, 2018) Kraft Heinz send Kraft Mac and Cheese, Philadelphia Cream Cheese Creative accounts to Droga 5 (July 12, 2018) Omnicom Digital Strategy Consultancy TLGG Expands to the U. S (July 9, 2018) Omnicom’s Sparks & Honey repositions itself as a technology-led cultural consultancy agency (July 9, 2018) PMG rebranded around a new mantra: “digital made for humans” ( June 26, 2018) American Express is reviewing it’s global media business after 20 years with WPP (May 21, 2018) © Lead. Dog Marketing Group Spring 2012 • New York City 14

Notable Agency of Record Announcements • • • Honeywell selects custom IPG Agency as the agency of record (August 2, 2018) Online freelance marketplace Fiverr selects Mekanism as agency of record. (July 25, 2018) Burlington stores appoints Horizon Media as agency of record (June 28, 2018) Sony selects Big Spaceship as its brand creative agency partner (June 27, 2018) Adidas selected Media. Com, part of WPP’s Group. M, as it’s new global media agency partner (July 3, 2018) New Balance names Mediahub it’s U. S. media agency of record (June 20, 2018) Macy’s picks Spark Foundry and Digitas as it’s new media agencies of record (May 29, 2018) KFC sent $234 million U. S. media account to Wieden+Kennedy- they’ve been the brands U. S. creative agency of record since 2015 (May 23, 2018) Virgin names Mother New York Agency of record for it’s new Virgin Voyagers brand (May 22, 2018) © Lead. Dog Marketing Group Spring 2012 • New York City 15

Executive Transitions • • IPG Mediabrands hires former Omnicom Executive as Magna’s first global president. (July 31, 2018) TBWA/Media Arts Lab, Apple agency has hired Julian Cheevers (previously at Droga 5) as managing director for its Los Angeles office. (July 20, 2018) Omnicom’s Merkley+Partners names 16 -year Agency veteran its first President (July 19, 2018) WPP’s Essence Promotes Former ABC Executive to Global President of Media (July 9, 2018) © Lead. Dog Marketing Group Spring 2012 • New York City 16

Thank you! Contact Name 212. 488. 0000 email@leaddogmarketing. com 159 W 25 th St, 3 rd Floor New York, NY 10001