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Navigating FedEx's Potential with PHD

Breathing Possibilities: Navigating FedEx's Potential with PHD

Navigating FedEx's Potential with PHD

Breathing Possibilities: Navigating FedEx's Potential with PHD

In every exhale, there’s a story. In every inhale, an opportunity. Welcome to our journey, where we don’t just create media plans; we breathe possibilities into every strategic decision. At the core of our agency lies a deep belief in the transformative power of media, strategy, and innovation. Just as lungs expand to harness the vital oxygen, we see FedEx's potential to extend its reach, to form emotional bonds that resonate far beyond mere corporate presence. With every strategy we craft and every narrative we spin, we promise to stay true to the diverse and vibrant cultures of this region. Drawing from the essence of Latin America and the unique challenges it presents, we’re not just servicing a client; we're unlocking the myriad possibilities that exist within. Join us as we breathe life into ideas, turning potential into tangible growth for FedEx in the region.

Our Team l Breathing Possibilities: Navigating FedEx's Potential with PHD

Written by:

Carolina Solanilla

Ivan Morales

Sandra Garcia Strategy Lead PHD LATAM

Miguel Pava MD PHD Costa Rica

Lina Roitman

Clarissa Rotundo

Laura Reyes

Fernanda Campos

CEO PHD LATAM

Group Account Director PHD LATAM

Group Director PHD LATAM

New Business & Marketing PHD LATAM

Business Development & Talent Director PHD LATAM

CEO PHD México

Contents

1 2 3

“The First Breath:

Our Beliefs”

“Resonating Pulses:

You are in Good Company”

“Breathing in Culture:

Heartbeats of Latin America”

4 5 6

“Exhaling Innovation:

Our Tech-Led Lighthouse”

“Deep Breaths:

Orchestrating Success”

“Inhaling Vision:

Exhaling Strategy”

Founded in London in 1990, PHD was the first media agency to offer strategic and creative planning at a time when the industry was about buying cheaply and quickly. Our founders saw a bright future where smart thinking and clever planning could help brands grow faster than their competitors. Over the many years that have followed, we have continued to build on this defining ethic — with our evolution shaped by a continual investment in thought leadership. And we continue to ensure that our capability and approach evolve in line with changes in media,

Employees in LATAM

Welcome to PHD: Where Strategy Meets Creativity

1500

Chapter 1 l The First Breath: Our Beliefs

data, technology, commerce, society, and legislation. Our ethos is “Make the Leap” a promise, and a philosophy that infuses every corner of our agency and every plan we conceive for our clients. It represents an unyielding commitment to step beyond the familiar, to bravely embrace new possibilities and to stretch the boundaries of what's achievable. ‘Make the Leap' is more than an invitation; it's a testament to our collective aspiration to elevate your brand's potential, reaching higher with each strategic decision we make together.

Chapter 1 l The First Breath: Our Beliefs

Crafting your Competitive Edge: Our Unique Differentiators Why Choose PHD for FedEx’s Media Strategy in Latin America?

Futurefacing Talent

One Connected Network

Our Platform & Process

Unbeatable Commercial Advantage

To attract, retain, and nurture the next generation of marketing leaders – in your organization and in ours – with progressive approaches to employee engagement, training, and development with a longstanding focus to diversity in all its form fully committed to pushing FedEx to unprecedented heights in Latin America.

A team to help you scale strategies and action consumer insights with greater speed, agility, and consistency to make FedEx relatable yet extraordinary in every market.

Oxygen is our unique platform For FedEx, where collaboration meets innovation, aiming to revolutionize connection planning. Underpinned by Omni, cutting-edge marketing platform, leader in all the main industry capabilities.

Unlock the full potential of your media operations with OMG. Guided by a powerhouse team of over 20 industry experts, we've unlocked over $400 million in client value in Latin America alone last year. Our bespoke savings and productivity programs are your ticket to unparalleled growth, all wrapped up in a package of complete transparency and active, hands-on management.

Chapter 1 l The First Breath: Our Beliefs

Chapter

The First Breath:

Our Beliefs As we inhale fresh perspectives, we introduce our foundational beliefs. The core concept behind all we do by Making the Leap and our guiding values allowing us to breathe new life into every project. In this chapter you will find: • About PHD • Key differentials & Core Beliefs • Values and DE&I

Chapter 1 l The First Breath: Our Beliefs

Core Values That Define Us

Collaboration We believe so strongly in the power of collaboration that we have built our global operating system – Studio – as a massive, multiplayer online game. We share over 70,000 strategies and ideas each year – when you work with PHD, you don’t have 5 planners working on your account, you have 5,000 across the world.

Creativity

Curiosity

Our mission is to be the most creative agency network in a data and tech world. This is because we know that strategy and creativity are the only ways the get disproportionate return for our client's markets dollars. That is why we are so proud of being the most effective agency network in the world.

At the heart of all our employees is an innate curiosity for people and the world we live in. We expect our teams to always look for new ways of doing old things, push the boundaries of their knowledge and always be ahead of trends and the things that are shaping our world. Our constant stream thought leadership feeds the curiosity in our teams.

Courage

Openness

Be it with our people or with our clients, courage means we must always ask the difficult questions, and always be willing to receive them back. Courage means honesty, integrity and always behaving in a way that supports those around us.

New ideas, ways of working and client solutions all start with an openness for change. It also means an openness for others, from all walks of life, all nationalities, across the whole spectrum of neurodiversity.

Chapter 1 l The First Breath: Our Beliefs

Unity in Diversity: Our DE&I Commitment We're not just a team; we're a tapestry of diverse talents, backgrounds, and perspectives. This diversity isn't just our strength; it's our superpower. We leverage it to create not just a powerful workplace but a nurturing ecosystem where everyone is heard, respected, and valued. Our commitment to DE&I transcends corporate jargon; it's the essence of our hiring, training, and retention strategies. Our workforce is a kaleidoscope that mirrors our clients, consumers, and communities. It’s the driving force behind the exceptional results we deliver.

Chapter 2 l Resonating Pulses: You are in Good Company

Chapter

Resonating Pulses:

You are in Good Company Every breath we take is in harmony with our partners. This chapter showcases our unique and challenging clients, highlighting tales of shared endeavors where, together, we turned challenges into realms of possibility. In this chapter you will find: • Our Clients • Diverse Operating Models

Chapter 2 l Resonating Pulses: You are in Good Company

We’re obsessed with helping our clients grow their businesses, and believe media plays a pivotal role in driving short-term gains, and long-term, sustainable growth. We harness the power of media by fusing smart strategy with game-changing execution that makes lasting impressions.

TOGETHER SINCE

2010

TOGETHER SINCE

2013

TOGETHER SINCE

2020

At PHD we have extensive experience in managing a wide range of global and regional clients including the Volkswagen Group, CHANEL, Diageo, Sanofi, Red-Bull amongst many others.

TOGETHER SINCE

2015

TOGETHER SINCE

2021

*Local Market Clients can be found in the appendix.

2017

TOGETHER SINCE

2022

TOGETHER SINCE

2022

Chapter 2 l Resonating Pulses: You are in Good Company

Structures that reflect the needs of our clients Creativity

Connected

Decentralized

J&J MERCK PFIZER WALMART BR

A central hub that runs hubs by areas and which in turn feed local markets. The distribution of responsibilities and capabilities depends on the level of autonomy we want hubs and local markets to have.

Each market reports independently to the local customer and the central global customer.

Multiple connected hubs through the CEO's and a predefined freedom. To operate within the framework of the structure.

CLARO -CO SEAT -ES AVIANCA -CO NISSAN DAIMLER AMQ VOLKSWAGEN VOLTAGE

Chapter 3 l Breathing in Culture: Heartbeats of Latin America

Chapter

Breathing in Culture:

Heartbeats of Latin America Delving deep, we take in the rich air of Latin America. We journey through our profound understanding of this region, absorbing its vibrant culture and dynamic marketplace. As we breathe in, we feel its heartbeat and its pace. In this chapter you will find: • Deep Dive on core insights about local nuances and aspirations

Chapter 3 l Breathing in Culture: Heartbeats of Latin America

Brand VS Competitors with higher recognition in top of mind.

For FedEx, achieving relevance in the Latin American market transcends the mere acquisition of a substantial share of voice and a well-crafted media mix. The challenge is magnified when we consider the diverse landscape of 4 to 5 distinct countries, each with its unique backgrounds, brand perceptions, competitors, and cultural nuances.

MÉXICO

Spontaneous mention

BRAZIL

CHILE

COLOMBIA

CCA

26%

42%

23%

26%

15%

20%

16%

43%

20%

17%

Extremely and very familiar

88%

65%

86%

58%

86%

53%

87%

75%

66%

Consideration

85%

83%

62%

35%

53%

67%

51%

74%

70%

61%

Satisfaction

86%

89%

70%

81%

65%

70%

64%

73%

74%

70%

Familiarity

(Very willing 8-10)

(Very satisfied 8-10)

Higher percentage

Chapter 3 l Breathing in Culture: Heartbeats of Latin America

Our approach to addressing your task of attracting more SME accounts in Mexico, Brazil, Costa Rica, and Colombia begins with a profound exploration of the cultural values that set your brand's experience apart. Understanding these values not only allows us to connect with your audience but also opens up new avenues for FedEx to breathe more possibilities into its presence in Latin America. What content can genuinely inspire your community to connect with your

brand? Recognizing that we must engage with the human decision-makers behind each company involved in product exports, we conduct research aimed at making FedEx the preferred choice and simplifying their decision-making process. SME decisionmakers are practical, often impulsive, and seek a brand that understands their complex daily business operations and values simplicity.

Chapter 3 l Breathing in Culture: Heartbeats of Latin America

Rather than focusing solely on corporate rhetoric regarding excellence, package delivery, and distribution, we aim to engage SME owners and decision-makers in conversations about their needs, emotions, and aspirations. Logistics represent a fundamental prerequisite, but the crux lies in establishing trust, making the SME feel like our top priority. Voice emerges as the X-factor in winning their hearts, prompting FedEx to initiate candid and courageous dialogues about what SME customers truly desire and need.

Given that small and medium-sized companies are deeply entrenched in their local cultures, taking immense pride in their roots, our priority is to resonate with these local cultures and key opinion leaders (KOLs) when communicating with them. This strategy allows us to capture their attention and become integral to their conversations. Becoming part of the trending topics in each country is vital to competing effectively against local FedEx competitors, who possess substantial brand awareness.

In the Latin American and Caribbean markets, the emphasis on proximity and locality is increasingly indispensable for maintaining relevance, so FedEx must embrace the local values. This connection, in turn, breathes more possibilities into the relationships we build with SME customers; and FedEx opens the door to innovative possibilities in the Region to expand their reach.

FedEx is not just a logistics provider but a catalyst for breathing new life.

Chapter 4 l Inhaling Vision: Exhaling Strategy

Chapter

Inhaling Vision:

Exhaling Strategy In this chapter, we delve deep into our strategic approach tailored specifically for your brief on SMEs. Just as lungs process the air we breathe, we process the challenges and nuances of each project, converting them into well-crafted strategies. We take the reader through our meticulous process of understanding, ideation, and execution, highlighting the vitality of aligning brand objectives with market insights. This chapter exemplifies how we consistently breathe life into our client's vision, turning possibilities into realities. In this chapter you will find: •

SMEs CASE: Your brand is not only what you say it is. It's how your customers experience you.

Chapter 4 l Inhaling Vision: Exhaling Strategy

Your brand is not only what you say it is. It's how your customers experience you. This is an integrated strategy that considers FedEx as a whole – from its brand and appeal to consumers, to its products and key SME audiences. FedEx aims to maintain its reputation and expand its positive brand sentiment. It's about embracing the complete business picture. The strong overarching brand can spread its attributes across its product range, projecting the power and allure of a global brand. It must bring modernity, innovation, knowledge, experience, and foster growth.

While FedEx enjoys high brand familiarity, there are challenges. In Chile, Colombia, and Brazil, local competitors are gaining momentum. Awareness is decreasing (average 20%), with local brands having higher recall in spontaneous mentions. In Mexico and Costa Rica, other international brands are being favored. Amazon's entry into the market has added to the competition. Despite not yet launching Amazon Business in Latin America, it already has a strong brand preference, favorability, and robust brand equity.

Chapter 4 l Inhaling Vision: Exhaling Strategy Our approach begins with understanding the core audience – SME decision-makers and the industries driving SME exports. These businesses place high value on local connections due to their industries' roots in their respective countries. In the online landscape, most searches focus on local market leaders. Despite this, there's a lack of differentiation in communication. All competitors (local and global) emphasize functional aspects, like logistics, packaging, speed, transportation, convenience, and discounts, making it challenging for users to distinguish between them. Our strategy leverages FedEx's "possibilities" claim, aiming to bring these possibilities to life, grounded in a human truth. For SMEs, every moment counts, as it brings them closer to or further from business success and growth. SMEs face intense competition, and many businesses perish quickly, especially within their first two years.

Therefore, the strategy focuses on achieving high market penetration, targeting potential SMEs engaged in or interested in exporting their products. We consider the uniqueness of each Latin American country, such as Mexico, Brazil, Chile, Colombia, and Costa Rica. These countries share Latin culture but have significant differences in their idiosyncrasies, cultural and business calendars, and the size of industry sectors within their SME economies, as well as their key opinion leaders (KOL). As these businesses are fighting for their dreams, we aim to support them on their journey, showing that FedEx understands the business as well as local competitors. More importantly, we understand their local reality. They seek success in the face of challenging economies and developing countries, striving to establish a positive reputation in the global market. Their capital is limited, and every financial decision is significant.

Chapter 4 l Inhaling Vision: Exhaling Strategy

As these businesses are fighting for their dreams, we aim to support them on their journey, showing that FedEx understands the business as well as local competitors. More importantly, we understand their local reality. They seek success in the face of challenging economies and developing countries, striving to establish a positive reputation in the global market. Their capital is limited, and every financial decision is significant.

Every heartbeat of these entrepreneurs is a fierce battle to make their business thrive. FedEx approaches them by acknowledging that "doing business is more than doing business." It means more to them than just financial transactions; it encompasses their wellbeing, family, friends, resources, dreams, fears, anxieties, achievements, ideas, and emotions. Running a business is much more than business; it is a multi-faceted journey, often extending beyond known boundaries.

FedEx positions itself as their ally, helping transform dreams into realities through small and significant steps. As companies transition from local to international markets, it's a significant leap, and FedEx stands by SME entrepreneurs from the very start.

Chapter 4 l Inhaling Vision: Exhaling Strategy

We aim to make SMEs feel that every interaction with FedEx elevates them from ordinary to extraordinary, in the blink of an eye.

Chapter 4 l Inhaling Vision: Exhaling Strategy

Breathing Media Breathing Media into our strategy, we embark on a meticulously planned media journey. Our North Star is Omni's Investment Planner tool, a beacon that uses a rich tapestry of macroeconomic, category, and business data to illuminate our path, aligning with FedEx’s ambitions. With each budget allocation, we breathe possibility into FedEx's growth objectives—eyeing .

3-point uplift in brand familiarity in Mexico and Brazil, and a 2-point growth in Colombia and Costa Rica

Our journey unfolds across two strategic clusters, each carefully curated to fit FedEx's unique market positioning. In the first cluster, Mexico and Costa Rica already revel in the aura of FedEx’s brand strength. Here, we focus on amplifying that existing narrative, on reinforcing what's already there but might go unnoticed. Media channels like short-form video, CTV, and Paid Social serve as our canvases, but we also seek to breathe life into our messages through live podcasts and talk shows, resonating with the markets' rhythm and tone.

For the second cluster, which encompasses Brazil, Colombia, and Chile, our strategy pivots. Here, the possibilities lie in building—each ad spot, each digital interaction, is a brick in the foundation of a new narrative for FedEx. We choose high-attention formats that align not just with SME business needs, but with the cultural cadence of these markets, making FedEx’s message a memorable chapter in their stories.

Our always-on strategy employs highly addressable media to spark meaningful engagement becoming a gentle whisper in the daily conversations of SMEs. With continuous lead generation campaigns and search optimization, we are not just meeting our audience but guiding them, making FedEx a companion in their journey to success.

Chapter 5 l Exhaling Innovation: Our Tech-Led Lighthouse

Chapter

Exhaling Innovation:

Our Tech-Led Lighthouse With every exhale, we release a stream of innovation. We unveil our cuttingedge marketing platform, underpinned by regional granular data and nextgen applications, including our Workflow, the oxygen that FedEx and its customers need. Oxygen is the rhythm of inhaling and exhaling. We discuss here our strategic workflow that transcends conventional playbooks. The focus here is on our collaborative platform – the balanced breath that ensures harmony between creative and media, client and partners. In this chapter you will find: • Oxygen: Our strategic workflow.

Chapter 5 l Exhaling Innovation: Our Tech-Led Lighthouse

Oxygen:

Our strategic workflow Our journey begins with a profound shift, moving from static approaches to dynamic, technology-infused strategies with 'Oxygen'. This unique platform is where collaboration meets innovation, aiming to revolutionize connection planning. With every step, we highlight the distinct advantages: unparalleled strategic consistency, expansive collaboration possibilities, rapid campaign response, and empowering global leadership.

But 'Oxygen' is only half the story. Our technological prowess is enhanced by 'Omni', our marketing platform. It's not just about gathering data, but about ensuring its integrity, with a firm commitment to trust and privacy.

We license and rent our data. This gives us the freedom and flexibility to run rigorous 300-point privacy compliance checks against all of our partners bi-annually and allows us to switch out partners at will.

We want to be clear that when it comes to data, we’ve chosen a different approach than our competitors. While they bought data companies, we chose to be

It’s a critical element and innate to Omnicom’s industry-leading approach to stay ahead of dataprivacy regulations across the Globe. Our competitors haven’t fared as well, suffering several lawsuits.

Data Orchestrator, not a Data Broker

Chapter 5 l Exhaling Innovation: Our Tech-Led Lighthouse

We navigate through this with clarity, offering both a broad view with the Data Layer and tailored tools with the Application Layer, all while 'Oxygen' drives the strategic narrative. We navigate through this with clarity, offering both a broad view with the Data Layer and tailored tools with the Application Layer, all while 'Oxygen' drives the strategic narrative.

Chapter 5 l Exhaling Innovation: Our Tech-Led Lighthouse

Below, we detail the Omni data architecture as well as the core applications available since day one for FedEx:

Chapter 5 l Exhaling Innovation: Our Tech-Led Lighthouse

In addition, as part of OMG you have access to the most advanced intelligence tools and sophisticated research resources in our industry. PHD is the doorway to all the capabilities in Omnicom bringing you the full power of the group to benefit you in the most tailored of ways. We have made great progress incorporating in a compliant manner the new advancements in Artificial Intelligence (we rather call it augmented intelligence).

First-Mover Enterprise Ai Partnership with Microsoft

Chapter 5 l Exhaling Innovation: Our Tech-Led Lighthouse

In sum, our capabilities are a blend of advanced planning tools and visionary strategies, weaving together the strengths of both 'Oxygen' and 'Omni' underpinned by our network’s capabilities. This is the future of strategic planning,

where precision meets possibility.

Chapter 6 l Deep Breaths: Orchestrating Success

Chapter

Deep Breaths:

Orchestrating Success Drawing a deep breath before diving into the challenge, we detail our agile operational model. Emphasizing our dedication to connecting with each market, understanding consumers and media, and presenting the best talent, we highlight how we breathe possibility into every venture. In this chapter you will find: • Our Operational Structure

Chapter 6 l Deep Breaths: Orchestrating Success

As we stand at the edge of change, the potential in the air is palpable—a potential yearning to be harnessed and transformed into momentum. At PHD, our operational structure is designed to work in harmony with FedEx, almost as if we are an extension of you. This isn't an agency working in a bubble; it's a dynamic, modular structure that aligns with your teams and your diverse markets. We go beyond the basic offerings. Instead of merely offshoring routine tasks, we create specialized hubs that provide advanced services tailored to your needs. These are our centers of excellence (Digital activation and data) designed to make you excel. Talent is crucial for us. It's not about filling seats or provisioning in-sourced personnel. We bring in the industry's top talent to work alongside your in-house team. Together, we don't just meet standards; we set new ones. Our approach is all-encompassing. We're not just setting up infrastructure; we're igniting creativity at the local level. It's about fanning the flames of innovation within your teams, not just providing a framework for them to operate in.

Chapter 6 l Deep Breaths: Orchestrating Success

At the core of this structure is our Regional Team, serving as the linchpin of our strategy. This team pulls together the best from each market, orchestrating a plan that respects the uniqueness of every locale. It's a seamless blend of regional oversight and local insight—working as one. Our Regional Team doesn't lead in isolation. They lean on the localized knowledge that our network brings to the table. We keep our fingers on the pulse of every market, understanding consumer behavior and media landscapes. This balance between global and local allows us to inject possibilities into every initiative we undertake.

Creative

All of this is supported by the broader Omnicom Group, pulsating with intellectual capital, and anchored by our Omni platform. Omni doesn't just consolidate data or technology; it unifies our global and local teams while harmonizing our media and creative strategies. In a world of fragmentation and complexity, we bring unity and clarity.

Media

Specialist Services

Chapter 6 l Deep Breaths: Orchestrating Success So, as we prepare for this transition, remember that

It’s not about the leap; it’s about a calculated, strategic set of moves

that resonate in every market we touch. Our operational structure is set to ensure that when we leap, it will be a leap toward unparalleled success.

Our unique approach to your business as an agency as a Platform To help equip you for a challenging future, we offer OMG services as a platform. A community of the best talent with diverse marketing and communication capabilities, products & services that your business would need on demand. Typical these services include Commerce management, Content and entertainment, licensing and platform implementation, Mar tech consulting, sports, events activation, among others.

Drum: multi award-winning Elevate Your Business with Our 'Agency as a Platform' Model In a world constantly on the brink of transformative change, OMG serves not just as your agency but as a dynamic platform that adapts to your needs. Imagine having a powerhouse of bestin-class talent and diverse capabilities at your fingertips, available on-demand. From commerce management and content creation to marketing technology consulting, we offer an expansive suite of services tailored to you.

Commerce Management: Navigate the digital marketplace with ease. Our end-to-end e-commerce strategies, spearheaded by OMG Transact and the recently acquired Flywheel, ensure your brand's growth and highperforming sales across platforms like Amazon, Walmart, and Alibaba. Content & Entertainment: Under the banner of Drum, our award-winning agency, we create engaging branded content and strategic partnerships that not only entertain but convert.

MarTech Consulting: Annalect, our global specialty services arm, leverages data analytics to drive marketing outcomes that resonate and deliver.

Events & Activation: Be it sports sponsorships or event marketing, we bring your brand to life in the public eye, creating moments that consumers won’t soon forget.

Digital Maturity: With TRKKN, our cloud and marketing technology service, we help your brand scale digital capabilities, ensuring you're not just keeping up but leading the way.

Our operational model is fluid, adaptable, and scalable, designed to breathe with your business’s rhythms and demands. It's not just about responding to change; it's about anticipating it, enabling you to inhale every opportunity and exhale success.

Breathing Possibilities: Navigating FedEx's Potential with PHD

The Final Exhale:

Transforming Breath into Life, Possibilities into Reality

Breathing Possibilities: Navigating FedEx's Potential with PHD

As we reach the final chapter of the story, we hope you can take a moment to reflect on the air we’ve breathed together—air tinged with the scent of untapped opportunities, of ambitions waiting to be realized, and of challenges to be transformed into milestones. Through the course of these six chapters, we've navigated a realm where possibilities are as abundant as the air around us. We hope through our strategic thinking and carefully woven tapestry of local expertise, strategic acumen, and cutting-edge innovation you can envision a future that’s not just probable, but inevitable. At PHD we commit to breathing possibilities not just into FedEx’s campaigns but into its very ethos. Our ambition extends beyond numbers or charts; it seeks to create a partner who sees not just the canvas but the masterpiece that awaits. A partner committed to transforming every inhale of challenge into an exhale of growth. In closing, we extend our heartfelt gratitude for allowing us to share this unique vision. Here's to a future where every inhale is a new beginning, and every exhale, a story worth telling. PHD LATIN AMERICA

Appendix

Purpose of the RFP and Requirements l Section l

SECTION I

Purpose of the RFP and Requirements l Section l

Purpose of the RFP and Requirements 1. Coverage of services across LAC as a region (i.e. infrastructure, network, flexibility) 2. Coverage of services in specific markets: Mexico, Brazil, Colombia, Chile, Costa Rica, Dominican Republic. PHD Media is a global media and marketing communications agency. Founded in 1990, our culture of thought-leadership, creativity, and innovation helps us create campaigns that generate real business results and help our clients leap ahead of their competitors.

communication specialisms to provide holistic solutions to our clients. Our media services encompass SEO and search capabilities, app optimization, and a suite of automation tools, including search toolkit, brand protect, and AutoQA.

PHD Media, as a global media and marketing communications agency, is well-equipped to provide comprehensive coverage of services across the Latin American region (LAC). Founded in 1990, our agency's culture of thought-leadership, creativity, and innovation enables us to create campaigns that yield tangible business results and give our clients a competitive edge.

In terms of category innovation, we have focused on Commerce and Google Marketing Platform (GMP). Our Commerce business, Transact, has developed a suite of products to help clients optimize end-to-end retail operations. Our GMP specialist team, TRKKN, remains at the forefront of innovation, building services on top of the Google stack and maintaining our position as LATAM's leading Google partner.

We are part of Omnicom Media Group (OMG), our media holding company, which grants us access to a wide array of resources, cutting-edge intelligence tools, and sophisticated research capabilities in our industry. Through OMG, we can tap into the vast talent pool across the group, ensuring that we have the necessary expertise and purchasing power to remain competitive in the ever-evolving global market. Omnicom Group, of which OMG is a part, provides a network of interconnected marketing communications companies, with a presence on the NYSE.

Additionally, we leverage the tools and technology within our Omni suite to orchestrate marketing efforts. This platform combines proprietary and partner-based technology to support activities ranging from strategy and planning to activation and measurement. Core applications within Omni are developed by Annalect, our data and technology specialists within the group. We also offer marketing technology support and consultation to help you select the right partner for your current and future needs. Our expertise extends to programmatic advertising, where we leverage advanced capabilities and talent across various verticals and sectors. At PHD, we've always emphasized creative planning and execution, whether in programmatic, social, video, or other digital services. We firmly believe that infusing creativity into these areas allows us to deliver transformative results for our clients.

In Latin America, PHD currently maintains a robust presence with 18 offices in 20 markets, totaling over 600 employees. This includes key markets like Mexico, Brazil, Colombia, Chile, Costa Rica, and the Dominican Republic, aligning with the RFP's specified regions. At a broader group level, OMG extends its global footprint with 142 offices in 100 markets, supported by a workforce exceeding 20,000 employees. We take pride in our diverse and inclusive team, which represents various ages, genders, ethnicities, skill sets, and backgrounds. This diversity is not only a moral obligation but also a strategic advantage in serving a global marketplace. PHD offers a wide range of media buying and planning services, with additional benefits derived from our affiliation with the larger Omnicom Group, including enhanced buying power and leverage. We extend our capabilities beyond media by collaborating with other

As part of the Omnicom Media Group, PHD provides comprehensive services with a strong presence in Latin America. Our extensive network, diverse talent pool, and access to cutting-edge technology and tools ensure that we are well-equipped to cater to the evolving needs of the LAC region. Whether it's media buying and planning, SEO, programmatic advertising, or innovation in areas like Commerce and GMP, we are committed to delivering exceptional results for our clients in Latin America and beyond.

Purpose of the RFP and Requirements l Section l 3. Points of Differentiation As a media network in Latin America, PHD sets itself apart with an agile, client-first approach that helps businesses thrive today and into the future. To tackle these realities, our philosophy is simple and different. We’ll provide one unique solution, to Take the Leap” for FedEx tapping into the right PHD talent, technology, and capabilities globally, and on the ground where you need it. How we’ll partner to achieve this:

4. Number of LAC Offices, (include any that service LAC offshore) and number of employees who work in each location. MARKET

LOCATION

# OF OFFICES

Argentina

Buenos Aires

153

Brazil

Sao Paulo

240

Chile

Santiago

Colombia

Bogota, Medellin

118

Costa Rica

San Jose

One Connected Network and Team: Our extensive network and collaborative team approach allow you to scale strategies and act on consumer insights with unmatched speed, agility, and consistency. This approach ensures that FedEx becomes relatable yet extraordinary in every market across Latin America.

Rep. Dominicana

Santo Domingo

Ecuador

Quito

El Salvador

San Salvador

Our Platform & Process: Oxygen, our unique platform, is where collaboration meets innovation. It's designed to revolutionize connection planning and is underpinned by Omni, a cutting-edge marketing platform that excels in all the main industry capabilities.

Guatemala

Ciudad de Guatemala

Honduras

Tegucigalpa

Mexico

Mexico City

468

Nicaragua

Managua

Panama

Panama City

Paraguay

Asuncion

Peru

Lima

182

Puerto Rico

San Juan

Uruguay

Montevideo

Venezuela

Caracas

Future-Facing Talent: At PHD, we prioritize attracting, retaining, and nurturing the next generation of marketing leaders. Our progressive approaches to employee engagement, training, and development are not only beneficial for your organization but also contribute to our ongoing commitment to diversity in all its forms. This focus ensures that FedEx is propelled to unprecedented heights in Latin America.

Unbeatable Commercial Advantage: Partnering with PHD provides FedEx with access to the unbeatable commercial advantage offered by the Omnicom Media Group (OMG). Guided by a powerhouse team of over 20 industry experts, we've successfully unlocked over $400 million in client value in Latin America alone last year. Our bespoke savings and productivity programs are your ticket to unparalleled growth, all delivered with complete transparency and active, hands-on management.

# OF EMPLOYEES

Purpose of the RFP and Requirements l Section l 5. Percentage of own employees, third parties and freelancers on the team Our team consists solely of our dedicated employees, we do not engage the services of freelancers or third parties. We believe in maintaining a tightly-knit, in-house team to ensure that our work aligns with our high standards of quality and consistency.

PHD LATAM Top Clients MARKET

CLIENT

CLIENT SINCE

LATAM

Diageo

2022

LATAM

Chanel

2022

LATAM

SC Johnson

2013

LATAM

Delta

2022

LATAM

Sanofi

2021

At PHD we have extensive experience in managing a wide range of global and regional clients including the Volkswagen Group, CHANEL, Diageo, Sanofi, Red-Bull amongst many others.

LATAM

2010

LATAM

2013

Each client is individual in their own right with differing business challenges and ambitions for the future. We customize our service model and offering to ensure it is designed to fit the needs of each client’s business, working with each client to define and refine their scope of work and structure. Each model is geared towards maximizing collaboration, communication, strategic thinking, innovation and media impact. Our client portfolio across the globe spans all verticals and types of media, providing services to a variety of clients of different spend levels and growth objectives. Please see below an overview of our global and regional clients across PHD.

LATAM

2019

Chile

Entel

2015

Chile

Agrosuper

2016

Mexico

Grupo Bimbo

2023

Mexico

Grisi

2017

Please note that Chilexpress is a current client at PHD Chile. However, managing competing clients through effective separation and security protocols is a fundamental element of service delivery for Omnicom, and all teams across OMC have significant experience in doing so. Thanks to our protocols and strict adherence to them, we have never had a breach of confidentiality.

Colombia

Grupo Familia

2015

Colombia

Colombina

2016

Costa Rica

Scotiabank

2013

6. Main accounts / customers currently being served / number of years of service

To serve FedEx’s business we are proposing a standalone bespoke unit offering an exceptional service model that includes geography (office separation), talent (dedicated staffing for your business with the best and brightest that PHD has to offer), systems and tools (standards and practices in place to ensure the confidentiality of assets, materials, and work-in-progress, including security best practices), and communication (any sharing of client-specific information, plans, and work-sharing will be isolated to protected and secure forums). This new bespoke unit and structure would firewall FedEx from conflicting brands. Should a conflict arise on behalf of L’Oréal, we will put our proven protocols to use and successfully manage the separation.

Purpose of the RFP and Requirements l Section l 6. Capabilities that showcase agency expertise and where it excels, not listed above We've got what it takes to deliver what's next better than anyone else. And our tools are a key part of this success. To that end, we’d like to introduce Omni, which is the only end-to-end capability of its kind and offers FedEx massive power—across buying, marketing influence, and first-class data. Designed to identify and define personalized consumer experiences at scale, our enterprise-wide platform creates a common denominator for comprehensive and secure data access, data manipulation utilities, and campaign activation across addressable and non-addressable touchpoints. Omni brings a robust suite of proprietary applications that will easily integrate with FedEx first-party data and technology and deliver an unprecedented level of marketing orchestration across all key workflow stages: data, campaigns, insights, planning, activation, and optimization.

Application

Omni ID

‫ض‬

TV Content

‫ض‬

Inventory Graph

‫ض‬

Digital Content

‫ض‬

Audience Explorer

‫ض‬

Content Engine

‫ض‬

Semantic Explorer

‫ض‬

Content Automation

Content Inspiration

‫ض‬

Tactical Workflow

‫ض‬

Q - Cultural Insights

‫ض‬

Taxonomy Builder

‫ض‬

Professional Audiences

‫ض‬

Performance Reporting

‫ض‬

Competitive

‫ض‬

Attribution (MTA & TV)

‫ض‬

Investment Planner

‫ض‬

Campaign

‫ض‬

Channel Planner

‫ض‬

L&D

‫ض‬

Purpose of the RFP and Requirements l Section l While Omni is a blockbuster platform in and of itself, other proprietary tools ensure we're building the system of the future for you. These include:

OmniearnedID.

Catalyst.

Keep, Pull, Optimize.

Quotient.

TB/AMP.

Brands need Earned Media Intelligence on a game-changing level—and that's what OmniearnedID delivers. It's the industry's first analytics platform to validate the impact of earned media on brand reputation and sales.

By structuring data from thousands of sources, Q visualizes cultural change based on what your audience is viewing, reading, listening to, sharing, and doing offline, helping us predict cultural changes before they disrupt your business.

Offers context and perspective. Essentially, it's an always-on insight engine that collects and analyzes qualitative and quantitative data and uses AI to uncover untapped opportunities. Catalyst also lets us reenergize media and digital ad content through connected specialist teams.

We want to keep the right creative in-market during the most effective phase of its lifecycle. To do it, we determine what’s excelling, what needs to be retired, and what’s worth improving—or Keep, Pull, Optimize.

Quotient is a next-generation learning program that provides live insight into marketing performance and turns it into actionable optimization. Cyclical and modular, Quotient ensures better performance and accountability for our clients.

While Omni will enable personalized experiences by helping us identify prospects and drive leads and sales, TB/AMP, our CRM platform, will carry those experiences forward as prospects become consumers. With this powerful pairing, L'Oréal can drive lifetime value, deeper loyalty, and brand love.

Proposal content l Section lI

A). Proposal Content 1. How the agency proposes to meet FedEx Express LAC overall goals, objectives and deliverables. At PHD, our specialization lies in driving revenue growth for our esteemed clients through profitable advertising. However, our focus isn't merely on showcasing our capabilities and services; it's the tangible growth we generate for our clients that defines our success. When it comes to a global leader like FedEx, here's how our agency can significantly contribute to your business objectives: People: In a tech-driven world, we understand that the human element remains the X factor. Our rigorous selection process ensures that we assemble a top-tier team dedicated to providing exceptional client services. We go the extra mile by motivating and retaining our team members through unique performance-based compensation, aligning their success with your business's success. This commitment to having the best talent on board allows us to offer you the highest level of expertise and support.

SECTION II

Data Analysis: Our agency is equipped with proprietary tools and real-time reporting dashboards, giving us the capability to closely monitor campaign data. What's particularly advantageous for FedEx is that we ensure seamless data sharing between our agency and your internal teams. This means that everyone operates with the same, up-to-date information. We excel in the art of stitching together disparate data for meta-analysis. Combining this with our in-house elite activation and creative teams, we have the capacity to uncover and leverage opportunities that others might overlook. This datadriven approach is particularly beneficial in navigating the intricacies of a global logistics giant. Experience: With a rich history of helping our clients navigate various stages of their businesses, we are well-prepared to assist FedEx in tackling any challenge, from sustaining growth to overcoming existential performance hurdles. We've been there to guide our clients, ensuring they not only weather the storms but also emerge stronger. Our dedicated team, will chart a path to help FedEx achieve its goals, executing everything necessary to ensure success and excellence in the dynamic world of logistics and global supply chains.

Proposal content l Section lI 2. How have you supported similar clients in LAC with your current infrastructure? At PHD, we draw upon our extensive experience in crafting transformative operating models for renowned clients such as Chanel, HP, SJ Johnson, and others. We recognize that every client possesses unique organizational structures and distinct business requirements. To cater to these individual needs, we leverage our wealth of knowledge to design tailor-made models for each client. Our repertoire includes three distinct structural approaches: Central, Connected, and Decentralized. In the chart provided below, we elucidate the inner workings of each of these models and highlight the customization efforts we undertake to ensure they align seamlessly with the specific needs of our clients.

Structures that reflect the needs of our clients

Creativity

Connected

Decentralized

J&J MERCK PFIZER WALMART BR

Each market reports independently to the local customer and the central global customer.

Multiple connected hubs through the CEO's and a predefined freedom. To operate within the framework of the structure.

CLARO -CO SEAT -ES AVIANCA -CO NISSAN DAIMLER AMQ VOLKSWAGE N VOLTAGE

Proposal content l Section lI 3. Points of Differentiation

4. How quickly can you manage / respond to feedback?

We have cultivated extensive and productive relationships with a diverse array of agencies within the media landscape, including media agencies, creative agencies, digital creative shops, integrated marketing services both within and outside our holding company, as well as our clients' in-house teams. We deeply value the principles of collaboration and open communication, which we consider to be the cornerstone of fostering these successful partnerships.

At PHD, we understand that timely feedback is crucial for refining and optimizing your marketing strategies. Our approach is built on a foundation of agility, innovation, and datadriven precision, which enables us to respond rapidly to any feedback you provide.

In practical terms, our approach to media planning within Omni extends to collaborative efforts with these partner agencies to ensure a seamless and highly effective planning, execution, and optimization process. We follow a well-defined strategy to ensure the success of these partnerships, which encompasses the following key elements:

Informed and Ready-to-React Team: Our governance process is designed to ensure that our teams are informed and ready to react swiftly. We implement automated rules that trigger alerts for potential outliers and changes in tactics. These automated triggers prompt immediate responses from our audience and activation teams. The key to our approach is to inform these teams with the right KPIs (Key Performance Indicators) and on the right cadence, allowing us to make data-driven adjustments with speed and precision.

Tight Reporting and Controlling: Our automation systems deliver customizable selfservice insights and outputs based on your specific KPIs. This increased speed to insight accelerates the optimization process and significantly improves business outcomes for brands. We tailor our reporting pacing to ensure that the information you receive is not only relevant but also delivered promptly.

Here's how we manage and respond to feedback:

Shared Ambition: We prioritize clarity and alignment on common goals and objectives to ensure that all agencies work in tandem towards the same overarching purpose. Focused Team Structure: We place paramount importance on defining and assigning specific roles and responsibilities to our agency partners. This not only enhances agency integration but also ensures that each role complements the others, mitigating redundancies and ensuring efficient collaboration. Aligned Process and Timelines: We meticulously account for the needs of all stakeholders and maintain a rigorous timeline to keep everything on track. Regular status meetings are a fundamental part of this process, ensuring that all teams remain aligned with the agreed-upon objectives. Sharing Culture: We actively promote the sharing of data and intelligence to ensure that every agency involved is focused on delivering solutions that not only meet current needs but also unlock future growth opportunities and have a substantial impact on the business. Key Stakeholder Access: We maintain a dynamic dialogue with decision-makers across all agencies, and we ensure that the necessary data and information are readily accessible. This facilitates agile decision-making, enabling us to respond quickly to changing circumstances and optimize our strategies effectively.

Proposal content l Section lI

Ready to react team

Continuous Monitoring

By leveraging our informed teams, automated rules, and tight reporting processes, we are well-equipped to manage and respond to feedback in a swift and effective manner. This enables us to make datadriven adjustments and optimizations to your marketing strategies, ensuring that your campaigns remain on the path to success..

Proposal content l Section lI 5. What is the agency’s approach to project management and campaign execution? Our approach to media strategy for FedEx is built around 3 key principles, simplicity, speed and collaboration. These principles are what allow us to execute campaigns that can move your brand at the speed of the consumer to craft personalized connections that bring more value to their world. It is through the lens that we approach your business challenges and bring back recommendations that will allows us to make smarter, faster decisions in partnership with you.

Simplicity in the brief | We believe that the creation of value comes when all agency partners are working from the same brief, all working towards a collective outcome. As such we always start with a clear understanding of the objectives across the business, from media, to comms, to business outcomes. This allows us to create the right orchestration across agencies and deliver a seamless consumer experience, focused on growing your business and challenging the category to accelerate growth. Speed from insight to activation | In a category that moves so fast, the key to success comes through our ability to identify, interpret and apply the most valuable signals in ways that allows us create efficiencies throughout. We start with audience opportunity at the core, mapping and understanding where growth is coming from, whether that be current consumers, switchers or new acquisition for example. Beyond growth we apply our data advantage to give you the most robust view if each consumer, across online and offline touch points that allow us to define the most valuable insights that we can leverage to make smarter media choices. We understand that behind every data point is a real person, we go beyond media touch points to gain a deeper understanding of their motivations, needs and decision drivers that allows us to define the biggest opportunity for FedEx in any given market or campaign.

Creative collaboration | We bring all if that rich data and insight to life by creating an integrated campaign, with a simple view of how we show up in each market. In order to extract the most value possible, we collaborate, share and create campaigns in conjunction with your creative agencies, allowing the power of our data to work to their advantage also. This collaboration is all powered through our seamless workflow, purpose built for CLIENT, "CLIENT Central’, a space designed with collaboration at the core and for integrated planning to happen from start to finish with full transparency. Within CLIENT Central we will work together to design campaigns with a central idea fueled by audience opportunity and pull that all the way through to an activation plan that will unlock your media, comms and business objectives.

Proposal content l Section lI 6. What measurement tools/ approaches does the agency utilize? Our approach to measurement ensures that every optimization decision we make drives better business performance for FedEx, whether this is elevating short-term tactical optimizations, or more strategic budget decisions harnessing advanced analytics techniques like MMM that go beyond conventional solutions. We do this by constructing a comprehensive measurement framework to support multiple levels of decision-making. Harnessing our expertise and wider measurement knowledge across Omnicom, we will implement a bespoke measurement framework that connects media KPIs through to marketing, up to business KPIs. To ensure media KPIs are effective leading indicators of marketing KPIs and business KPIs, we test for correlation before they are put in place. This gives the FedEx and PHD teams the confidence to make optimization decisions accordingly.

This tailored framework guides our measurement and reporting requirements. This is where our open approach to data and technology provides the flexibility needed for PHD and FedEx teams to make effective decisions within reporting dashboards, advanced analytics models and Omni apps such as Attribution. Media reporting data can be made available inside Omni Performance Reporting, or piped to FedEx dashboards and analytics environments as required. In turn this measurement insight makes decisioning more dynamic and fluid, adapting to the specific challenges faced at any particular time and in any specific context. By ensuring every optimization decision drives better business performance, we will also drive a more relevant consumer experience.

At the core are effectiveness KPIs (i.e. sales, orders, accounts), with efficiency KPIs in place to support them. To effectively measure both elements and feed them into optimisation, we apply our measurement framework alignment and definition process:

Defining the proxy KPIs for effectiveness

Align on efficiency KPIs

Propose measurement solution for each KPI

Monitor and adjust

(see framework table, below)

BUSINESS MARKETING

MEDIA

Proposal content l Section lI 7. What are the tools leveraged for planning, buying, monitoring and measurement? (CONT) Here are some of the key and differentiated proprietary Omni tools we would deploy for you:

Strategy and planning

Activation

Audience Explorer: Explore and create the best possible audiences in terms of scale and accuracy, for any given business outcome - simply point & click through Omni audience data.

Digital Content: Connects a custom audience to the most detailed view of digital inventory, enabling the curation of publishers, placements and formats to create custom-made campaigns.

Semantic Explorer: Explore and create custom audiences based on content consumption across the web. Provides a real-time understanding of an individual’s consumption of web content to create a more contextual portrait of target audiences.

TV Content (Active in 2022): Provides a complete view of linear and addressable TV and OTT buys down to program, network, or daypart using detailed TV viewing data.

Content Inspiration: Discover unique content resonance insights, based on video viewing patterns for any custom audience built in Audience Explorer. Content Inspiration: Discover unique content resonance insights, based on video viewing patterns for any custom audience built in Audience Explorer. Channel & Investment Planner: Facilitates budget setting and allocation by audience, based on a global-cross-category database of reach and response curves, or customized using your own MMM results using tailor-made KPIs such as Ticket sales, purchase intent or Brand Strength metrics. It also allows with the right input data (BO, SOI, SOM, penetration) to allocate budget across countries, regions, cities. A complete example of this is the Nissan case study explained previously.

Optimization Taxonomy Builder: Create and scale client-specific standardized naming conventions across brand teams, to enable consistent targeting - tied to campaign reporting systems to save time. Attribution: Sophisticated Marketing Mix Modelling and Multi-Touch Attribution to quantify media effectiveness. Our MTA has also been developed to work inside and across digital clean room environments (i.e. Google ADH) and includes a cookie-less attribution solution designed specifically for a post-cookie world. Performance Reporting: Dashboards, customized to specific brand goals, to deliver a comprehensive view of marketing performance. It helps users improve campaigns both in-flight and post-campaign and is highly customizable by brand, region, or vertical.

Proposal content l Section lI Omni Performance Reporting improves campaign reporting accuracy by harmonizing and unifying data sets across channels. Automation delivers customizable self-service insights and outputs based on your KPIs. This increased speed to insight expedites optimization and improves business outcomes for brands.

The Full Omni Performance Reporting Suite of Capabilities

Managed Service Enhancements (Optional)

Products

Omni Reporting Pipelines

Reporting Platforms

Consultation Taxonomy, Account Setup, Data Integration

Omni Performance Reporting Competitive Audience Performance

(Out-of-the-box: Datorama also used by WM) (Custom Developed)

Supply Quality Frequency Performance

Other Client-Owned (WM; PowerBI, Looker)

Inventory Graph WG Outputs Attribution MDM

Configuration, Data Source Implementation

Data Governance / QA Analytics Environments

Taxonomy, Delivery, Accuracy

Omni Event-Level Data Environment Report Delivery & Analysis

Spend vs. Actual …

Platform Administration

Client-Owned

Visualization, Insights Dev, Optimization Recommendation

Omni Performance Reporting improves campaign reporting accuracy by harmonizing and unifying data sets across channels. Automation delivers customizable self-service insights and outputs based on unique client KPIs. This increased speed to insight expedites optimization and improves business outcomes for brands.

Proposal content l Section lI 8. Who will be on the agency’s FedEx Express LAC team and what would the engagement look like? We pride ourselves in having specialized and integrated teams and fellow clients with expertise across industries that we will draw on for FedEx. We’ve built structures to promote sharing of vertical best practices and sharing of information to benefit our clients. Each of these structures is made up of all disciplines – Strategy, Marketing Science, Investment, Digital Activation / Performance – with a Lead who stewards and oversees all the work built for you. One team, one dream, working towards the same goals.

Team Structure:

Business Leadership

Strategy Investment

Digital

Search & Social

Programmatic

Video

Audio

Accountability:

Marketing Science Stewardship:

Ad Ops, Media Ops, PMO

OOH

Proposal content l Section lI 9. Organizational chart provided for agency’s FedEx Express LAC Team. Please include all names and titles of agency’s FedEx Express LAC team. At PHD, we understand that your brand's needs can be as dynamic as the markets you operate in, and our model is not set in stone but designed to flex and adapt. Depending on your total regional investment and specific market focuses, we'll recalibrate our structure to meet your unique demands.

Team Functional Structure: Executive Sponsors

Client Business Lead Ivan Morales

Carolina Solanilla (CEO PHD LATAM

Group Strategy Director Sandra Garcia Strategy & Planning Team

Ludwig Haderer Integrated Investment

Data Science

Regional Investment & Accountability

Buyer Digital

Leslie Cerda / Fabiola Andrade /Franco Farias

MarTech

Regional Investment & Accountability

Buyer Offline

Juan Pinto / Ruben Linares

Regional team Digital Planning Team

Local Markets

Buying and Planning

Investment

Analyst

Analytics Hub Support hubs Media Ops Hub

Proposal content l Section lI 10. Can you translate into Spanish, Portuguese and English in-house? Our Multilingual Expertise: At PHD we are well-prepared to meet the diverse language needs of our clients. Our approach is rooted in effective teamwork, ensuring that we consistently deliver top-quality services that often exceed the strict multilingual requirements set by FedEx. Our Strengths: We have established strategic partnerships with industry leaders such as OpenAI. Through these collaborations, we harness advanced technology to provide accurate and efficient translations at a rapid pace. OpenAI's state-of-the-art tools and resources play a crucial role in addressing a wide range of translation needs swiftly and effectively. Comprehensive Services: By combining our internal talent with our external partnerships, we assure our clients of comprehensive and reliable multilingual services. Our capabilities extend to languages such as Spanish, Portuguese, English, and more. We remain fully committed to delivering communication solutions that not only meet your expectations but consistently surpass them.

11. How well do you work with other agencies? We have extensive experience working with multiple agencies, creative agencies, digital creative shops, integrated marketing services (within, and outside, our holding company) and the client’s own inhouse teams. We believe collaboration and open communication is key to ensuring these successful partnerships. As such, our planning process within Omni includes collaboration with other agencies to ensure seamless planning, execution and optimization. Our approach includes: Shared Ambition: Clarity and alignment on goals / objectives to ensure all work towards same end. Focused Team Structure: Defined roles / responsibilities of partners is core to agency integration and ensuring complimentary roles versus redundancies. Aligned Process and Timelines: Account for all stakeholder needs and keep everything on track. Regular status meetings ensures all teams are aligned with objectives. Sharing Culture: Data/Intelligence sharing to ensure we are all focused on delivering solutions that unlock further growth opportunities and business impact. Key Stakeholder Access: Dialogue with decision makers, + data access, adds value / facilitates agile decisioning

12. Can you invoice in local currency? Proposed budget (include hourly rates and typical markup rates for third party costs) We have the capability to issue invoices in the local currency when it's necessary for our clients using any of our local offices. It's important to note that in some markets, there may be additional local taxation and billing fees associated with this service. Those will be discussed depending on the country in need of the local billing. We don’t add any markup to third party costs.

Proposal content l Section lI

Navigating FedEx's Potential with PHD

Thank you!

Breathing Possibilities - A story for FedEx by PHD LATAM