INVESTOR NEWSLETTER HIGHLIGHTS FROM OUR PARTNER NETWORK KEY FINANCIAL HIGHLIGHTS CORPORATE ACTIVITY FACT SHEET
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CP+B/Turkish Airlines
THE VARIABLES OF BUSINESS ARE CHANGING AT AN ACCELERATED PACE. YOU’RE EITHER A CHANGE AGENT OR YOU ARE BEING CHANGED. MILES NADAL CHAIRMAN & CEO, MDC PARTNERS
2014 Q4 INVESTOR NEWSLETTER
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HIGHLIGHTS FROM OUR PARTNER NETWORK
UNVEILING A SNAPSHOT OF AMERICA’S FOOD MEDIA PALATE Hunter PR, 12th Annual Food News Study Each year, the food we eat makes major headlines, from sourcing and safety issues, to ingredient trends, nutrition and brand news. But which stories break through in terms of awareness and concern in the hearts and minds of Americans and influence their behavior? In the age of digital and social media, where are Americans getting their food news? This marks the 12th consecutive year that Hunter PR has conducted an annual Food News Study to highlight the most significant food news of the year as well as the impact that news has on the way Americans shop and eat. The study explored how food news stories influence consumer
Anomaly/Dick’s Sporting Goods
behavior and the top media sources for food information – broken out by recipes, general food news and nutrition. The study revealed that while the Great Western US Drought and the diminishing bee population were the most popular food-related stories of the year, they had less impact on behavior than stories that can result in immediate change. Articles around issues such as the ‘war on sugar’, new food-labeling standards and GMOs, which gave consumers an opportunity to take action,
Introducing Dom, Domino’s Voice Ordering App
Relaunching the World’s Biggest Spirit
CP+B, Domino’s
72andSunny, Smirnoff
It’s no secret that there are many voice operating systems around, from Siri to Cortana. People are continuing to become more digitally attuned and consumers are spending increasing amounts of time on second-screen devices. Yet despite the widespread adoption of mobile and social technologies, the process of ordering pizza remains a rather archaic process. To capitalize on the rise of voice operating systems and to modernize the way people order pizza, Domino’s and CP+B introduced ‘Dom’, a virtual voice-ordering assistant for smartphone users.
To relaunch Smirnoff as the true quality vodka that’s “Exclusively for Everyone”, 72andSunny repositioned the brand under a common global insight and purpose, bringing it to life with a new tone of voice, iconography and look and feel across advertising, activations and social media. Targeting 21-to-29-year-olds in key sales markets, the US launched with the spot “The Party”, which championed the truth that good times are better when everyone’s invited. For the Africa launch, the brand’s “Double Side” campaign challenged habit and routine, backing those who make the less obvious choice. Taking the sentiment beyond traditional advertising into culture - and to further support its positioning as “Exclusively for Everyone”, the brand partnered with EDM music festival Tomorrowland to activate the #SmirnoffHouse. The on-site “house party” featured performances by main stage DJs, steering the focus away from the VIP red rope scene and back to the music, allowing the artists to reconnect with their fans in a very authentic way.
CP+B worked with Domino’s to give Dom a form – a happy microphone with a Domino’s cap – and a personality, inspired by hard-working, eager to please Domino’s employees, with thousands of unique things to say. The world’s first major fast-food chain to offer a voice-enabled phone app, Dom officially launched in October with a national TV campaign and was an instant hit, especially among Millennials – a group notoriously one step ahead of the tech curve. The immediate campaign goal was to increase downloads of Domino’s mobile ordering app while continuing to achieve same-store-sales growth for the company. Domino’s ended-up with a 100% increase in app downloads, and within 6 months, more than 500K voice orders had been placed using ‘Dom’.
2014 Q4 INVESTOR NEWSLETTER
resulted in higher levels of behavioral change. Another key finding for brands and marketers was the various platforms where target audiences get their general food news – Facebook for Millenials and TV evening news for Gen X versus newspapers for Boomers and Matures. Conversely, mobile is increasingly becoming the on-the-go resource for Americans across all age demographics. Ultimately, by considering the impact these stories have on consumer behavior, and knowing that the media sources they rely on directly affect the type of food news they see, Hunter PR’s annual study provides a snapshot of America’s ever-evolving food media palate.
Since the campaign launch, Smirnoff has seen uplift in engagement, equity and sales with over 61 million unique views of the Party campaign, volume sales increase 4.3%, dollar sales increase 3% and share of total vodka increase from 20% to 25%. As the brand continues to gain market share, the Smirnoff momentum keeps growing, inviting a new generation to come together and celebrate Smirnoff: Exclusively for Everybody.
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72andsunny/Smirnoff
HIGHLIGHTS FROM OUR PARTNER NETWORK
Q4 New Business* These select account wins solidified $56.7 million of net annualized new revenue for this quarter: Infiniti CP+B Unilever (Magnum Ice Cream) kbs+ and Attention
Awards
Diageo (Johnnie Walker) Anomaly
Northstar won two awards at the Market Research Society Awards
Concentric won four awards for the 28th Annual Rx Club Show
AmBev/InBev (Corona) CP+B Brazil
At the Canadian Marketing Association Awards, Real Interactive and kbs+ won silver and bronze, Anomaly won gold, silver and bronze and Union took home two bronzes
Kwittken’s Jason Schlossberg was named to the Holmes Report’s Innovator 25 List
Ruiz Foods (El Monterey Frozen Burritos) Colle+McVoy SOBI Concentric HONOR HL Group Neato Robotics Doner Jafra Doner
CP+B’s work for Sony Mobile and Swedish Radio won Digital and Mobile Campaign of the Month 72U’s documentary on Lolita fashion, “Sugar Coated”, won LA International Underground Film Festival’s Best Documentary Short
72andSunny’s Evin Shutt was named as one of Adweek’s 50, recognizing the movers and shakers behind today’s top brands CP+B won gold for its Paddy Power “Ball of Shame” work at the Campaign Big Awards
Elevate Assembly
72andSunny and kbs+ were named to Ad Age’s list of Best Places to Work
Veritas took home a bronze for PR Agency of the Year at Strategy’s AOY Awards where Union was also shortlisted
Ryder Systems CP+B
Allison+Partners and Hunter PR were featured in New York Observer’s 2014 PR Power List
Shots awarded 72andSunny’s Google Night Walk as Digital Campaign of the Year
kbs+’s Jay-Z Gold Window was a winner at MediaPost’s Digital Out of Home Awards
BMIR won four platinums and four golds at the 2014 MarCom Awards
Seventh Generation Allison+Partners Eisai (Belviq) Assembly
BMIR won the Award of Excellence at the Corporate Reporting Awards
Includes select wins in the public domain only.
CP+B’s #FML campaign for Jello won Adweek’s Media Plan of the Year
Allison+Partners won two awards at the PRSA-LA PRism Awards
72andSunny’s Carlton Starbucks ad was named The Best Commercial of the Holiday Season
MediaPost named The Media Kitchen as Programmatic and Search Agency of the Year and Assembly’s Steve Farella as Media Executive of the Year
72andSunny’s outdoor campaign for Google was #1 in Adweek’s list of “14 Brilliant Outdoor Ads That Rocked the Real World in 2014
At the 65th Annual ADCC Awards, kbs+ and Real Interactive won gold, kbs+ won four silvers and six bronzes, and Anomaly took home a silver and four bronzes
In Fast Company’s 20 Best Ads of 2014, Anomaly was #8 for its Budweiser, 72andSunny was #9 and #14 for Samsung, and kbs+ was #18 for BMWi8
Colle+McVoy was named as one of Outside Online’s 2014 Best Places to Work Source Marketing/Eight O’Clock Coffee
2014 Q4 INVESTOR NEWSLETTER
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72andSunny/Starbucks
IT’S NOT WHAT YOU SAY, IT’S WHAT PEOPLE HEAR FRANK LUNTZ FOUNDER & PRESIDENT, LUNTZ GLOBAL
2014 Q4 INVESTOR NEWSLETTER
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Q4 KEY FINANCIAL HIGHLIGHTS
ORGANIC REVENUE (1) GROWTH OF 12.5% IN Q4
NET NEW BUSINESS $56.7 MILLION IN Q4
FULL YEAR PERFORMANCE
2015 Guidance*
ADJUSTED EBITDA (2) GROWTH OF 14.6% IN Q4
+ 10.8% Organic revenue (1) increased 10.8%
Revenue
Adusted EBITDA (2)
+ 15.2% Reported revenue increased to $1.22 billion from $1.06 billion, an increase of 15.2%
2014 Actuals
2015 Guidance
Implied Year Over Year Change
$1.22 billion
$1.300 to $1.330 billion
+6.5% to +8.5%
$179.4 million
$195 to $205 million
+8.7% to +14.3%
14.7%
15.0% to 15.4%
+35 to +75 basis points
$98.8 million
$109 to $119 million
+10.3% to +20.4%
EBITDA Margin
Adjusted EBITDA Available for General Capital Purposes (3)
INCREASED QUARTERLY DIVIDEND BY 10.5% TO $0.21
+ 17.0% Adjusted EBITDA(2) increased 17.0% to $179.4 million from $153.3 million with margins at 14.7%
Summary Financial Statement Data
$ in Millions, except per share data
12 months ended December 31, 2013
3 months ended December 31, 2014
12 months ended December 31, 2014
$1,062.5
$339.9
$1,223.5
$162.7 Million
Total Revenue
Net annualized new business revenue won in 2014
Organic Revenue Growth (1)
+9.4%
+12.5%
+10.8%
Adjusted EBITDA (2)
$153.3
$51.8
$179.4
$(148.9)
$(26.8)
$(24.1)
$88.4
$31.1
$98.8
Cash and Cash Equivalents
$102.0
$119.8
$119.8
Total Long-Term Debt
$665.1
$743.1
$743.1
Closing Price
$25.51
$22.72
$22.72
47.1
49.7
49.5
Operating Data
Net Income (Loss) Adjusted EBITDA Available for General Capital Purposes (3)
Balance Sheet Data
Other Data
Q4 CONFERENCE CALL REPLAY A recording of the conference call will be available until 9:00 am (ET) on March 10, 2015, by dialing 1-412-317-0088 or toll free 1-877-344-7529 (passcode: 10060211) or by visiting www.mdc-partners.com.
Wtd. Avg. Dil. Shares Outstanding
(1) Organic revenue growth is a non-GAAP measure that refers to growth in revenues from sources other than acquisition or foreign exchange impacts. (2) Adjusted EBITDA is a non-GAAP measure, and represents operating profit plus depreciation and amortization, stock-based compensation, acquisition deal costs, deferred acquisition consideration adjustments, one time incentive compensation, and profit distributions from affiliates. (3) Adjusted EBITDA Available for General Capital Purposes is a non-GAAP measure, and represents funds available for repayment of debt, acquisitions, deferred acquisition consideration, dividends, and other general corporate initiatives. Note: A reconciliation of non-GAAP to US GAAP reported results has been provided by the Company in the tables included in the earnings release issued on February 23, 2015. Figures exclude discontinued opperations.
2014 Q4 INVESTOR NEWSLETTER Agendy / Year
* As of February 23, 2015.
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Q4 KEY FINANCIAL HIGHLIGHTS
MDC Partners vs. Peers Calendar Year Organic Revenue Growth 25% 20% 15% 10% 5% -0% -5% -10%
2008
2009
2010
2011
2012 (1)
MDC Partners
2013
2014
Peers include Omnicom, Interpublic, WPP, Havas and Publicis
Peers
(2)
Pro Forma for planned divestiture of ACCENT
MDC Global Network UNITED STATES
CANADA
UK/EUROPE
Allison+Partners Anomaly Attention Assembly Bruce Mau Design Civilian Colle+McVoy Concentric CP+B Doner Hello Design HL Group Hunter PR kbs+ Kingsdale Kwittken Laird+Partners LBN Luntz Global mono Advertising Northstar Redscout Relevent Hud:sun Rumble Fox Sloane & Company Source Marketing 72andSunny TEAM The Media Kitchen Trade X VITRO Varick Media Management Yamamoto
6 Degrees Andretti Sports Marketing Anomaly Attention BOOM! Marketing Bruce Mau Design BMIR Gale43 kbs+ Kenna Kwittken Kingsdale Northstar Tatt2 Media Union Veritas
72andSunny Albion Allison+Partners Anomaly CP+B Doner kbs+ Kwittken Northstar Path Worldwide Redscout
2014 Q4 INVESTOR NEWSLETTER
ASIA Allison+Partners Anomaly CP+B kbs+
SOUTH AMERICA CP+B
Agendy / Year
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Bruce Mau Design/Biomuseo
CREATIVITY IS FAR, FAR BIGGER THAN A DEPARTMENT, AND FAR MORE FUNDAMENTAL THAN EXECUTION CARL JOHNSON, FOUNDER & GLOBAL CEO, ANOMALY
2014 Q4 INVESTOR NEWSLETTER
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Doner/JBL
MDC PARTNERS CORPORATE ACTIVITY
CP+B/Fruit of the Loom
Kbs+/BMO
Expansion of Credit Facility
Redscout Opens London Office
MDC completed the expansion and extension of our bank facility which serves to increase our borrowing capacity by $100 million to $325 million, and extends the maturity out an additional 18 months until September 30, 2019. We see this as an important step in the evolution of MDC as a larger company competing on a global scale – increasing our capital base, further reducing our cost of capital, and providing further financial flexibility to help fund our growing business. This, together with our strong balance sheet and liquidity position, makes for a very attractive financial foundation for MDC to grow.
Extending its reach overseas, MDC’s innovation agency Redscout has opened an office in London to support its growth plans and international expansion. The London operations will be led by Jason Cobbold, a proven through-leader and market-disruptor who joins Redscout from Publicis London. With over half of the agency’s business focused on global clients, the London office will serve as an important hub for its global work.
Kwittken Launches in Toronto Public relations firm Kwittken has launched a Canadian practice, marking the agency’s third office worldwide alongside the New York headquarters and its London outpost. Kwittken’s Toronto practice will be located inside the office of its parent company, KBS Toronto, and will serve as a complementary offering to the KBS stack as well as be positioned to facilitate cross-selling from existing KBS clients.
2014 Q4 INVESTOR NEWSLETTER
Doner/AutoTrader
Update on Accent In December MDC announced plans to pursue a partner for our customer engagement business, Accent Marketing Services. As we discussed at the investor day, we believe the planned Accent transaction will make MDC a faster growing, higher margin, and less capital-intensive business overall. We are running an active process and are engaged in productive conversations which gives us considerable confidence that a transaction will take place during the first half of this year. Given the pending divestiture, the business has been moved to discontinued operations, and our reported financials from continuing operations exclude Accent both in the current and prior period.
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MDC PARTNERS CORPORATE ACTIVITY
Doner/JBL
MDC PARTNERS HOLDS 2014 INVESTOR DAY MDC Partners hosted a well-attended investor day on December 4 in New York City. Througout the program, MDC Partners showcased our growth strategy, exceptional talent and transformative client work, demonstrating the power of our disruptive approach and why we believe we are positioned to gain material
RECENT EVENTS
UPCOMING EVENTS
11/21/2014
12/8/2014
2/24/2015
3/11/2015
Morgan Stanley European Technology, Media & Telecoms Conference Barcelona, Spain
UBS 42nd Annual Global Media and Communications Conference New York, NY
JP Morgan Global High Yield & Leveraged Finance Conference Miami, FL
Piper Jaffray Technology, Media and Telecommunications Conference New York, NY
agency leadership during a networking
12/4/2014
12/9/2014
3/10/2015
3/11/2015
lunch. Attendance was up 40% from last
MDC Partners 2014 Investor Day New York, NY
BMO Technology & Digital Media Conference New York, NY
Deutsche Bank Media, Internet & Telecom Conference Palm Beach, FL
Goldman Sachs TMT Leveraged Finance Conference New York, NY
market share for many years to come. The event featured keynote presentations and panel discussions led by MDC Partners management and partner agency leaders. There was also an opportunity to meet with MDC Partners executives and
year, with 90 people donning the Oculus Rift headset to try out the virtual reality experience created by our partner Relevent to promote HBO’s “Game of Thrones”.
1/7/2015
MDC 2014 Investor Day
Citi 2015 Internet, Media & Telecommunications Conference Las Vegas, NV Additional information about MDC investor events is available at www.mdc-partners.com.
MDC CARES SPOTLIGHT This fall, MDC Partners proudly kicked off our new partnership with Dreamflight, a UK-based children’s organization that takes children with serious illness or disability to Orlando, Florida for the trip of a lifetime. While in Orlando, the
On a sunny Saturday in late October, MDC
alongside kbs+, Assembly, Laird+Partners and
Partners brought together a team of more than
several more and gathered food in support of
150 racers from kbs+, Concentric, Laird+Partners,
the Bowery Mission’s Food Bank and programs
Redscout, HL Group, Assembly and MDC as we
to benefit New York’s homeless.
participated in the Westside YMCA’s Fit for All 5K, raising funds for youth obesity prevention programs. The team dressed for the occasion, sporting fantastic Halloween costumes, and for the second year in a row, the MDC team was awarded
community and philanthropic initiatives, please visit the MDC Cares Blog at www.mdccares.com
the “Biggest Team Award”.
children visit area theme parks accompanied by a
And finally, as the holidays drew near, holiday
full medical staff and a team of volunteers. MDC
initiatives kicked off across the network. At MDC
proudly supported the volunteer involvement of five
Toronto, team members shopped and wrapped
head office staff members who joined the group,
gifts for children sponsored from the Toronto
accompanying the children on rides, running
Kiwanis Boys and Girls Clubs. Meanwhile, the
games and activities, and making sure it was a
New York team wrapped up the holidays in support
trip to remember.
of the New York Cares Winter Wishes program,
2014 Q4 INVESTOR NEWSLETTER
For more information about MDC’s ongoing
9 9 MDC runners at YMCA’s Fit For All 5K
Global Leadership
MDC PARTNERS FACT SHEET
Miles S. Nadal Chairman & CEO David Doft CFO Bob Kantor Chief Marketing & Business Development Officer
A PARTNER COMPANY NOT A PARENT COMPANY
Partners
MDC Partners is one of the leading and fastest-growing global Business Transformation Organizations. We thrive by empowering the most talented, entrepreneurial and innovative thought leaders to drive competitive advantage and business growth for clients. Our agency partners leverage technology, marketing communications, data analytics, insights and strategic consulting solutions to drive meaningful, measureable returns on marketing and communications investments for over 1,500 clients worldwide.
Notable Awards 4A’s O’TOOLE Awards mono Small Agency of the Year (2012) Advertising Age 72andSunny Agency of the Year (2014) 72andSunny Most Viral Agency of the Year (2014) Anomaly Most Viral Super Bowl Ad (2014) CP+B Agency of the Decade (2010) Adweek 72andSunny Agency of the Year (2013) kbs+ Project Isaac Awards (2014), 2 Gold Cannes Lions 72andSunny Gold (2014) (Samsung) Anomaly Gold (2014) (Dick’s Sporting Goods) MDC Various Five Grand Prix (2012)
Creativity A-List
EMMYS
ONE Show
72andSunny Innovators of the Year (2014)
CP+B Late Night with Jimmy Fallon (2014)
Anomaly Gold (2014) (Budweiser)
72andSunny Agency of the Year (2013)
Anomaly Avec Eric (2011) The Holmes Report
The Delaney Report Doner Agency of the Year (2013) EFFIES 72andSunny Gold (2014) (Activision) 72andSunny Silver (2014) (Samsung) Anomaly Silver (2014) (Bud Canada) 72andSunny Grand Prix, Gold (2013) (Activision) CP+B Gold (2013) (Kraft) CP+B Gold (2013) (Amex) CP+B Gold (2012) (Baby Carrots)
Allison+Partners Grand North American Agency of the Year (2014) Kwittken Small Agency of the Year (2014) Veritas Canadian Consultancy of the Year (2014) Hunter PR Consumer Agency of the Year (2014) Sloane & Company Crisis Agency of the Year (2012) Jay Chiat Awards for Strategic Excellence 72andSunny Grand Prix (2013)
Kwittken
72andSunny
Laird+Partners
Albion
LBN
Allison+Partners
Luntz Global
Andretti Sports Marketing
MDC Media Partners
Anomaly
Northstar Research Partners
Attention
Path Worldwide
BOOM! Marketing
Real Interactive
Bruce Mau Design
Redscout
Bryan Mills Iradesso
Relevent
Civilian
Rumble Fox
Colle+McVoy
Sloane & Company
Concentric
Source Marketing
CP+B
TEAM
Doner
The Media Kitchen
Exponent PR
Trade X
Hello Design
Union
HL Group
Varick Media Management
Hud:sun Media Hunter PR
kbs+ Automobile Advertising of the Year (2013) (BMW)
kbs+
Ogilvy Awards CP+B Grand Prix (2011) (Domino’s) PRSA Exponent PR Industry Campaign of the Year (Healthcare) (2014) (Medtronic) Exponent Industry Campaign of the Year (B2B) (2014) (DuPont) PRWeek Allison+Partners Technology Campaign of the Year (2013) (Dropbox)
Medical Market & Media Magazine
mono
Assembly
72andSunny Gold (2014) (Samsung)
Kenna
Veritas VITRO Yamamoto
Kingsdale Shareholder Services
Contacts Investor Inquiries Matt Chesler, CFA VP, Investor Relations
[email protected] 646-412-6877 Press Inquiries Alexandra Delanghe SVP, Corporate Communications
[email protected] 646-429-1845 Company Securities
Concentric Top 100 Agencies (2014)
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2014 Q4 INVESTOR NEWSLETTER
6 Degrees
Twitter
Instagram
LinkedIn
MDC Partners’ Class A Shares are publically traded on NASDAQ under the symbol “MDCA” and on the Toronto Stock Exchange under the symbol “MDZ.A” Additional Information Additional information is available on our corporate website at www.mdc-partners.com 1010
Forward Looking Statements & Other Information This presentation, including our “2015 Guidance Outlook”, contains forwardlooking statements. The Company’s representatives may also make forward-looking statements orally from time to time. Statements in this presentation that are not historical facts, including statements about the Company’s beliefs and expectations, earnings guidance, recent business and economic trends, potential acquisitions, estimates of amounts for deferred acquisition consideration and “put” option rights, constitute forward-looking statements. These statements are based on current plans, estimates and projections, and are subject to change based on a number of factors, including those outlined in this section. Forward-looking statements speak only as of the date they are made, and the Company undertakes no obligation to update publicly any of them in light of new information or future events, if any. Forward-looking statements involve inherent risks and uncertainties. A number of important factors could cause actual results to differ materially from those contained in any forward-looking statements. Such risk factors include, but are not limited to, the following: · risks associated with severe effects of international, national and regional economic downturn; · the Company’s ability to attract new clients and retain existing clients; · the spending patterns and financial success of the Company’s clients; · the Company’s ability to remain in compliance with its debt agreements and the Company’s ability to finance its contingent payment obligations when due and payable, including but not limited to those relating to “put” option rights and deferred acquisition consideration; · the successful completion and integration of acquisitions which compliment and expand the Company’s business capabilities; and · foreign currency fluctuations. The Company’s business strategy includes ongoing efforts to engage in material acquisitions of ownership interests in entities in the marketing communications services industry. The Company intends to finance these acquisitions by using available cash from operations and through incurrence of bridge or other debt financing, either of which may increase the Company’s leverage ratios, or by issuing equity, which may have a dilutive impact on existing shareholders proportionate ownership. At any given time the Company may be engaged in a number of discussions that may result in one or more material acquisitions. These opportunities require confidentiality and may involve negotiations that require quick responses by the Company. Although there is uncertainty that any of these discussions will result in definitive agreements or the completion of any transactions, the announcement of any such transaction may lead to increased volatility in the trading price of the Company’s securities. Investors should carefully consider these risk factors and the additional risk factors outlined in more detail in the Annual Report on Form 10-K under the caption “Risk Factors” and in the Company’s other SEC filings.
2014 Q4 FINANCIAL NEWSLETTER