ACTIONS: MAY 14 2015 ALL AGENCY DAYWork stream Interdependency & Actions

Sapient - Creative

• Finalise beer style guides & send to all agencies; Share unused TV film content with Telegraph Hill • Finalise TV, Cinema; Agree with MS OOH beer style vs food creative & media plan + timeline• Review overall & campaign KPIs – feedback challenges & builds

Mindshare- Media

• Share current TV & Cinema media plan with Frank & Telegraph Hill• Finalise VOD creative with Videology• Set up meeting to agree food vs beer style creative mix in context of media buy & plan

Frank- PR & Events

• Develop optimum plan for press releases to optimise coverage of full programme• Include % positive PR sentiment in CEO overall KPIs• Finalise PMA & The Grocer exclusives & roundtables – invite to BeerClub Live Event etc • Work closely with Telegraph Hill on content development & message coordination + all agencies on programme details

WhyNot - On Trade

• Incorporate KPIs & targets into overall CEO KPIs • Finalise plans with Nicholsons, Ember Inns, Everards & Titanic • Share plans, video content etc with Telegraph Hill & Frank; confirm breweries willing to partake in Beer Day Britain free pint

Off Trade • Review & share all learning – IPSOS & Kantar form Tesco Spring Drinks• Progress activation & discussions with Tesco, Sainsburys, COOP & Waitrose

Telegraph Hill - Social

• Explore TV & Film moments based on media plan; Explore goodness of beer & myth busting content opportunities• Agree optimum timing & plan for Instagram launch • Agree which 1-2 KPIs should be included in overall CEO KPIs

Ways of Working

• Each agency to appoint a single point person for inter agency communication & co-ordination• Agencies to talk to each other more directly rather than via DC, NG & LD • Continue weekly status calls; next all agency meeting in Sept/Oct