1. 1 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved. PURSUE EXCELLENCE CASE STUDY An EVP development for Boehringer Ingelheim to strengthen their position as an employer of choice in China.Client Boehringer Ingelheim" Region China " Date 2013" " Keywords EVP Development The Big Idea

2. 2 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved. BACKGROUNDAs one of the world's 20 leading pharmaceutical companies, Boehringer Ingelheim is growing fast in China. To strengthen their position as an employer of choice, they were determined to build a unique employer brand. 3. 3 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved. BRIEFBuild a unique employer brand and communicate Boehringer Ingelheim s EVP to future talent in an engaging and cost efcient way. 4. 4 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved. SOLUTIONThrough 18 in-depth interviews and 3 focus groups in the research phase, Maximum developed the EVP Pursue Excellence with Boehringer Ingelheim. Based on this EVP, we created a Kaleidoscope concept and developed inspiring and imaginative visuals to enhance the message in a captivating way throughout the campaign. 5. 5 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved. PROPOSED CREATIVE CONCEPTThe kaleidoscope fascinates and creates endless possibilities. When in motion (e.g. in animated banners and videos) rotates and gives people the ambiance of constant expansion, constant growth. 6. 6 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved. joinBI.cn FINALIZED KEY VISUALS Developed posters to representing limitless for limitless growth. joinBI.cn Developed visual for excellence. joinBI.cn Developed visual for Trust. 7. 7 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved. EVP BROCHUREThe brochure is designed for employees and external candidates to learn more about BIs employer brand and EVP. 8. 8 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved. PULL-UP BANNERThe key visuals were used in pull up banners placed on side during campus talks. 9. 9 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved. CAREER WEBSITEMaximum updated BIs career website to integrate the developed EVP and the kaleidoscope concept into the online communication. ! 10. 10 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved. NEXT STEPS For more information, talk to me. Emile Mac Gillavry Managing DirectorT: +86 139 1811 0043 E: emile.mac.gillavry@maximum.com W: maximum.com/emile-mac-gillavry 11. 11 2014 Maximum Employment Marketing Group ltd. (Shanghai). All rights reserved. HONG KONG ROTTERDAM SHANGHAI SINGAPORE Room B117, B201 - B203 570 HuaiHai Xi Lu Shanghai 200052 Peoples Republic of China T: +86 21 52 305 321 MAXIMUM.COM 2014 Maximum Employment Marketing Group. All rights reserved. All content is private and strictly condential and is the property of Maximum Employment Marketing Group Limited.