REN – WHO WE ARE
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REN â€“ WHO WE ARE
REN is a bespoke media partnership with offices in Hong Kong and Los Angeles. We create innovative branded campaigns. Projects use a combination of print, TV, web and mobile outlets. PR is the glue that binds all elements of a project and creates the value added. We develop, produce and place content. We are global strategic, long term thinkers. We have an extensive track record in turning great ideas into fully integrated content with measurable results. We have longstanding experience in working with celebrities and negotiating their participation to be dynamic and meaningful. We are collaborative and have a no nonsense approach to doing business. Our partners are the best in their field. REN is Chinese for benevolence. We believe our actions must have positive consequences. We develop ideas to have a deeper ecology.
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RESULTS Case Study: Anna Kournikova Ritz-Carlton Hotels and Resorts Grand Cayman Opening 2006 Campaign To create a word-of-mouth and print campaign to celebrate the launch of the RitzCarlton Hotel on Grand Cayman. Anna Kournikova was chosen to fit the sporty, jet-set glamour image the hotel wanted to portray. A one-day photo-shoot, using the hotel as its backdrop, captured the essence of the location. A contributing editor to Harpers Bazaar USA was hired to complete an accompanying interview. Results The shoot was used on an exclusive basis for the Ritz-Carlton Hotel Companyâ€™s inhouse monthly publication, The Ritz-Carlton Magazine, for its 60 hotels globally. The hotel company has a global total of 53,000 room nights per night. This means that the magazine and feature had potential readership of approximately 1.59million wordof-mouth guests. Completing the shoot during the opening celebrations created a considerable buzz amongst guests.
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RESULTS Case Study: Christina Aguilera Global PR Launch ‘Stripped’ Album Release Campaign To produce a one-day photo-shoot to provide sufficient material for global print media to use as Christina was not available to sit for individual sessions due to a heavy promotions schedule. Stylistically, the photo-shoot was required to cover the full spectrum of editorial coverage from up market gloss magazines such and GQ to women’s magazines such as Cosmopolitan and music magazines for teenager. During the 10-hour shoot, Christina changed outfits 22 times and moved through a number of background changes to create different looks. She approved over 100 images for global syndication. Results The media campaign was her most successful ever, including over 25 covers spanning all demographic magazine titles globally, all from a one day shoot. Christina’s record company RCA and management company, Azoff Music were delighted with extensive coverage.
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RESULTS Case Study: Christina Aguilera Global PR Launch ‘Stripped’ Album Release
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RESULTS Case Study: Halle Berry Pre-Publicity for Die Another Day United International Pictures Campaign To generate a pre-release buzz for Bond movie Die Another Day, utilizing ‘Bond Girl’, Halle Berry. In utilizing a black actress, Bond producers gauged interest in their star and the media pick-up generated from a shoot. A 15-hour shoot, styled using a broad range of upmarket designers, from Dolce&Gabbana, Alexander McQueen and Givenchy to Armani, Chanel and Yves Saint Laurent, increased the interest in the shoot, particularly amongst high-end titles. Results 25 phenomenal looks were achieved from the shoot. Halle was delighted with her classy, sexy look. Placement was one of Bond’s most successful pre-release campaign for covers and continuity of imagery. Further a number of firsts resulted, as magazines such as FHM and GQ used a black woman on the cover for the first time in their publication history.
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RESULTS Case Study: Halle Berry Pre-Publicity for Die Another Day United International Pictures
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RESULTS Case Study: Zhang Ziyi Brand Ambassador Campaign 2007– 2010 Shangri-La Hotels and Resorts Campaign A three year Brand Ambassador campaign linking Zhang Ziyi with luxury hotel group, Shangri-La Hotels and Resorts. Zhang Ziyi was selected as she represented brand DNA. This was personified through a targeted print and broadcast campaign. The editorial print campaign combined location, fashion and lifestyle elements to re-inforce the brand’s heritage in a modern way. The broadcast campaign was focused on Shangri-La’s authentic conservation agenda. Targeted media projects created opportunities for the global media to interact with Zhang Ziyi. Results The editorial print campaign achieved unprecedented coverage globally, with an emphasis on Asian print media, in particular China. Shangri-La Hotels and Resorts coverage included magazine covers in categories outside a hotel company’s normal editorial opportunities (ie. fashion and lifestyle magazines versus travel trade journals). A four-part documentary series created initially for in-room usage, received unprecendented interests from broadcaster vying for the right to air. National Geographic Channel, including the coveted ‘China block’ aired the program in prime-time. Zhang Ziyi’s travel series was in the Top 5 most viewed programs in its slot throughout Asia. In-flight usage is ongoing. So far the program has aired on Cathay Pacific and Singapore Airlines.
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RESULTS Case Study: Zhang Ziyi Brand Ambassador Campaign 2007– 2010 Shangri-La Hotels and Resorts
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RESULTS Case Study: Chinese Music Awards December 1996–January 1997 Multiple Sponsors. Channel [V] & CCTV Campaign To create the online campaign component for the Channel [V] and CCTV’s Chinese Music Awards (CMA) and expand the exposure and coverage. Channel [V] is a leading music network in Asia. CCTV is China’s state broadcaster. The Chinese Music Awards honour 50 of China Mainland, Hong Kong & Taiwan’s best artists in the music industry. The annual event, broadcast on 17 terrestrials networks and 31 cable networks, is the largest televised Chinese music event in the world. Attended by 150 of the biggest names in the business, it is watched by over 200 million people. We developed and pioneered an entirely new online voting system on a format—the web—which were still in its utilization infancy. Voting had previously been through a cumbersome 2 million voting forms distributed with 2000 ballet boxes into the three countries. This was logistically difficult, expensive and restrictive, as distribution was only made to major cities, excluding large numbers of the TV audience and the voting public in general. The online campaign made it possible to explain the categories, provide biographies and video clips of each artist and allow the public to register for voting. We were able to creatively promote the event and provide integrated packages for the sponsors in both Traditional Chinese for Hong Kong and Simplified Chinese for Mainland and Taiwan through Channel [V]‘s Chinese website www.vchinese.com and CCTV’s www.cctv.com.
Results A world first—3.5 Million people voted. The success of this campaign, given that it was an unprecedented online interaction in Mainland China in the 90s can not be overstated. Over 850 articles were published in Mainland China, Taiwan and Hong Kong in support of the event. The record was reportedly only beaten by voting for the awards the following year! Both Channel [V] & CCTV and their many sponsors were ecstatic with the results. In 1999 Awards voting was upgraded with SMS voting, bringing the first mobile voting across the 3 countries. This year saw the 14TH Chinese Music Awards expanded even further.
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RESULTS Case Study: Red Dress Logistics Brand Film/Corporate Video OOCL Logistics Campaign To create a dynamic editorially driven corporate video to promote Orient Overseas Container Line (OOCL). The goal was to demonstrate the complete logistics chain and services provide by OOCL—from basic freight consolidation services to the management and operation of more comprehensive programs involving multiple transportation modes, warehousing and distribution. OOCL is one of the world’s largest shipping and logistics companies headquartered in Hong Kong. With a fleet of more than 250 ships and 280 offices in 58 countries it is recognized for its innovation in integrating all of its services in one system. A three-act short film was storyboarded with staff acting out a staged drama to show the extent of OOCL’s logistical prowess: Flooding in a warehouse in Rotterdam ruins the entire runway collection (and a specific red dress) just prior to a fashion show in St. Petersburg. OOCL Logistics jumps into action. An OOCL sales rep in NYC calls to the control room in Hong Kong and together they all strategize a solution. Stock is shipped from another factory in Chengdu by train to Shanghai; then on to Vietnam for consolidation; then transferred in Singapore with express customs clearance; and finally on to a truck to St. Petersburg in time for the show. Shoot components included filming on board a routine OOCL freight from Hong Kong; animating Google Pro HD captures with cloud and lens effects to create realistic aerials; inter-cutting Gulf Stream air-to-air with extras to indicate movement; shooting Agnes B fashion show to provide authentic atmosphere and hiring model and the red dress for the triumphant logistical success.
Results A unique brand film explaining all of OOCL’s competitive advantages and strengths is communicated with emotion and passion, engaging OOCL customers and generating a sense of pride and fulfillment in their staff. The production values of the film far exceeded a corporate video and were achieved at a fraction of the cost. The message was delivered in an entertaining and engaging manner, receiving phenomenal feedback.
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RESULTS Case Study: Mission: Mars Integrated Campaign December 2003–February 2004 National Geographic Channel partnership with Sony Campaign To coincide with the exciting Mars rover landings undertaken by the NASA Jet Propulsion Laboratory (JPL), National Geographic Channel wanted to complement their exclusive NatGeo TV documentaries on NASA’s MARS landings with an integrated series of mobile activity and content download opportunities for interested viewers. The ‘Bring Mars to Your Mobile!’ campaign was made available through service provider partners in: Hong Kong, Malaysia, Philippines, Singapore, Taiwan and Thailand. Viewers were sent an SMS to an onscreen number and a list of the various features was sent back to them. They were then prompted to start the interactive session by sending the keyword ‘MARS’ to the short code provided for each region. The list of features included space-related contests (Win a trip to NASA’s JPL), ring-tones (such as Life on Mars), Java Game (Space 2315), news alerts and exclusive SMS/MMS images of MARS downloads.
Results Results were unprecedented in a content medium which was still in its early days. Hundreds of thousands of SMS inbounds, pictures, games and ring tones were downloaded along with more than 10,000 daily alerts. And the pièce de résistance: The first ever images from space to mobile phone. Revenue was raised through different tariffs dependant on content. Newspaper reports added to the considerable buzz generated. Both National Geographic and Sony were delighted with the results.
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RESULTS Case Study: Iron Ore Corporate Documentary Noble Group Limited Campaign To create a corporate documentary to explain and promote Noble Group’s business model using its iron ore business as the vehicle for this. Noble is a market leader in managing the global supply chain of agricultural, industrial and energy products. They have become a world leader in supply chain management in under 20 years, using their particular approach. Noble’s global network encompasses more than 150 office and plant locations in 38 countries across five continents with 11,000 employees of 68 nationalities. The Group is involved in the origination and delivery of strategic raw materials, the technical shipping management, trade finance as well as coal mining, running soybean crushing plants and sugar/ethanol mills, amongst many other commodities. Conceived as a three-act documentary, the documentary project was filmed in a cinematic style on location in Australia, India, Brazil, and China. We used Noble Group’s offices, mines and steel mills; we shot on their trucks, trains, ships and from their cranes, planes and helicopters; in the freezing cold and around hot furnaces. We used scripted links and timed explosions.
Results Using the linear journey of iron ore from the ground via the steel mill into supplied products we were able to explain the Noble Group’s business model in an engaging documentary style. The onscreen production values were of feature film quality, yet produced at a fraction of that cost. Entitled ‘Pipeline Journeys with Stephen Brown: Iron Ore’, the documentary won the ‘Certificate for Creative Excellence in Corporate Communications’ at the 41ST annual U.S. International Film and Video FestivaI in New York.
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RESULTS Case Study: SpeakEasy Music Documentary Channel [V] Networks Campaign To produce a weekly music documentary called SpeakEasy featuring an in-depth look at international artists and their music careers. Channel [V] is a leading music network broadcast on 7 channels across 54 countries in Asia. Roles included art direction of set themes and graphics packaging and creation of ancillary content such as region specific music video. Also included overseeing on-time/on-budget delivery each week. Coordinated with the major music labels and music distributors. Artist featured include: Alicia Keys, Anita Mui, Asha Bhosle, AR Rahman, Bjork, Boyz2Men, Boyzone, Bryan Adams, Madonna, Mariah Carey, Michael Jackson, Nirvana, Pearl Jam, Page & Plant, Take That, Radiohead, R.E.M., Wong Fei.
Results The show generated phenomenal ratings and a number of world exclusives including: t Shooting live music videos with stripped-down sound in TV studio prior to the days of MTV’s ‘Unplugged’ with artists such as Alanis Morissette, Shawn Colvin, Sammy Hagar and Jon Bon Jovi. t Shooting conceptual music videos with artists such as Enya in a Irish castle, Chou Pi Jiang in Media Corp, Singapore studio for the movie ‘Devil Blues’, XX on the streets of Manila. t Shooting with U2 during the making of the ‘All That You Can’t Leave Behind’ album, in a Dublin studio. t Shooting with the remaining members of The Doors on the roof of the Whiskey-A-Go-Go in Los Angeles for their release of an anniversary collection. t Shooting artists including Beck, Blur, Green Day, Foo Fighters, Chemical Brothers, The Prodigy, Rage Against the Machine, Red Hot Chili Peppers, Joe Stummer & the Mescaleros and ZZ Top at various Fuji Rock Festivals. t Shooting Madonna backstage on her ‘Drowned’ World tour.
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RESULTS Case Study: The Ticket/Film Program Series Creator/Producer STAR Movies, Channel [V], Phoenix Channel Campaign To produce a weekly half hour movie show called The Ticket airing on STAR Movies, Channel [V] and Phoenix Channel. The Ticket is a magazine format movie show which features movie news and reviews, in depth reports on upcoming movies, behind-the-scenes features, film related subjects and contests. STAR Movies is an English language movie channel broadcast in South East Asia; Channel [V] is a leading music network broadcast on seven channels across 54 countries in Asia; Phoenix Channel is a Chinese language general entertainment channel broadcast in Mainland China, Taiwan and Hong Kong. Role involved pitching and coordinating with the major studios and leading independents to secure promotional materials and access to global press junkets, on location set visits and interviews with the movie stars, directors and industry executives and experts. Examples of talent featured on The Ticket include directors Clint Eastwood, Steven Spielberg, Oliver Stone, Wim Wenders; and actors Pierce Bronson, Jackie Chan, Angelina Jolie, Val Kilmer, Brad Pitt, Julia Roberts and Denzel Washington. Results The Ticket was the most highly rated and most profitable on these channels. Sales secured a million dollar sales sponsorship with Philip including product placement of their widescreen TVs built into the set of the show.
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CELEBRITY RELATIONSHIPS REN has longstanding relationships with publicist, managers and agents, and with the celebrities themselves. We have heavyweight negotiating experience in the creation of editorial and corporate campaigns. Hundreds of campaigns have been executed for global media consumption.
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Archbishop Desmond Tutu Barry Humphries Baz Luhrmann Belinda Carlisle
Cuba Gooding Jr Donna Dâ€™Errico Elizabeth Hurley Eva Mendes
Heath Ledger Heather Graham Hugh Hefner Jean-Claude Van Damme Joaquin Phoenix Kelly Hu Melanie Griffith Naomi Campbell President nelson Mandela Nick Faldo Mick Jagger Michael Jordon Mike Tyson Pamela Anderson Paulina Rubio Patrick Swayze Pierce Brosnan President Mary Robinson Princess Stephanie of Monaco Rachel Hunter Rachel Weisz Salma Hayek Suede Sultan of Brunei The Eagles COPYRIGHT ÂŠ 2010 REN. ALL RIGHTS RESERVED.
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Past and present clients include: AIA Adidas Alibaba.com Bloomberg BBDO Cathay Pacific Airways CHANEL China Mobile Citigroup CNBC Asia CNN International Conde Nast Americas Crowne Plaza Hotel & Resorts DHL DreamWorks Pictures DreamWorks Records Dubai International Film Festival Electronic Arts EMI Emirates Airlines Euro RSCG Ford Fox Home Entertainment GlaxoSmithKline Grey Goldman Sachs HSBC IBM Intel Jardines Matheson JP Morgan Kenzo Legend of The Motorcycle Leo Burnett Li & Fung MAC Macquarie Group McCann Erickson Merrill Lynch MGM Miller Brewing Company Miss World Moët & Chandon
Nokia Noble Group Octagon Ogilvy Olympic Council of Asia OOCL Pangea Day Red Bull Saatchi & Saatchi Shangri-La Hotels and Resorts Simon and Schuster Sina.com Sino Group Sony BMG Sony Electronics Sony Pictures Soundbuzz.com Standard Chartered Bank Synovate Swire Pacific TBWA The Principality of Monaco The Kingdom of Tonga The Ritz-Carlton Hotel Company Tourism Northern Territory, Australia Turner Network Television Twentieth Century Fox International Hawaiian Tourism Authority UBS United International Pictures Universal Home Entertainment Universal Music Group Virgin Records Walt Disney Pictures Warner Music Group Warner Bros. Pictures Working Title Films Yahoo
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PRO BONO We work with organizations that are advocates for the care and wellbeing of children and our planet.
Care For Children www.careforchildren.com
Christina Noble Children’s Foundation www.cncf.org
Everychild Foundation www.everychildfoundation.org
Nelson Mandela Children’s Fund www.nelsonmandelachildrensfund.com
Po Leung Kuk www.poleungkuk.org.hk
World Wildlife Fund www.wwf.org
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HEDDA MOYE Australian born, Hedda Moye is an award-winning journalist and former magazine and newspaper editor and promotions manager with over 25 years experience in global media and marketing, working for an extremely diverse group of industries. Her corporate career highlights include: Corporate Development Manager for Arts festival, The Festival of Sydney, which involved high level sponsorship negotiations with blue chip companies and government authorities. Communications Director, KPMG Australia, handling all internal and external communications during the merger between KMP and Peat Marwick Mitchell, including developing new collateral, communicating the merger to the media and orchestrating events from Board to staff level to integrate corporate cultures. Public Relations Director for both The Regent of Sydney and Four Seasons Inn on the Park in London, Hedda executed major public relations initiatives from alliances with international luxury brands such as Chanel, Hermes and Bollinger; creating campaigns with sports associations, hosting Royalty, authors and culinary personalities; conducting media familiarizations, staff training; developing style guides and publishing initiatives. Since 1990 Hedda has owned and operated her own companies, traveling the globe creating strategic media campaigns on behalf of her clients. She has partnered with some of the world’s most recognized names to add value to their Brands. Hedda’s celebrity relationships and understanding of the interface between celebrities and the corporate world are unparalleled, as celebrated in the previous pages. Hedda is conversational in German and French. She studies Iyengar yoga and Nei Kung martial arts style and is a gourmet wholefoods chef.
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NIALL PHELAN The Irish born creative director and film-maker Niall Phelan almost carved out a career in advertising starting with Ogilvy in Dublin. Asia beckoned and in 1995 he turned his head from advertising to broadcast media and has never looked back. Ten years of TV and web based campaigns for Rupert Murdoch’s News Corporation on STAR TV 52 channels going across 54 countries. Holding various positions including Director of New Media, Editorial, Creative Director, Producer, and Writer, saw Niall develop a number of firsts. This includes the creation of media websites as early as 1995 and pioneering the launch of live SMS request Channel in 2004. As Creative Consultant for Turner Network Television his responsibilities included new programming and promotions, creating everything from TV shows to cross marketing campaigns in conjunction with clients such as Nokia, Burger King, Adidas, amongst a pedigreed list. Aside from new media innovations, which has seen him consult in New Media for Sony BMG and National Geographic Channel, Niall continues to be a sort-after creative director. Pursuing film-making concurrently, Niall has directed The Last Five Years (2005, New York) and 3 Cities (2008, Russia) and Flashes (2009, Hong Kong) which competed in the Hong Kong International Film Festival. His next film Dusa Versus Xia (2010, Hong Kong) is in production. Niall has also worked as producer and creative director on independent projects for Discovery Channel, National Geographic Channel, Sony BMG, Sony Pictures, 20th Century Fox, Universal Pictures, Universal Music, Walt Disney Pictures, Warner Brothers, and Warner Music. Most recently he consulted to the global phenomenon—Pangea Day—creating strategy and executing business development for TV, Web, and Mobile. A graduate of University College Dublin, Niall has a B.A. in Economics and postgraduate diplomas in Advertising, International Marketing, and Photography. When he is not behind the camera, you will find him out sailing.
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REN 795 N Beverly Glen Los Angeles, CA 90077 www.hedwayinc.com Hedda (Moye) Leonardi Los Angeles: +1 310 4751583 firstname.lastname@example.org Legal Representation: John Mason at Glaser Weil Frank, Jacobs, Howard & Shapiro, LLC email@example.com Business Management: Nicholas Brown at GSO Group firstname.lastname@example.org
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