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PLAINTIFF'S EXHIBIT 6 ~ - - _ - i i .. _ ,- ~,.. . . 1~- ~~_ -'•I.I,i=[~,i=[ ~•1 :T- "PRESENTATION TO KENT" May 21, 1971 E?CH N. Y. SUPREME COURT MAY 26 1978 MARTIN NEWMAN, C. S. R. OFFICIAL COURT REPORTER Prepared for. Prepared by: , 872 Mr. Frank O'Ccnnor Robert &ian Associates iorilla:d 107 East 38th St:eet New Ycrk, New Ycrk ~ W .~ n A SALES -ROMCTION AGENCY ~

PLAINTIFF'S EXHIBIT 6 ROBERT BRIAN ASSOCIATES PRESENTATION TO KENT AUDIO 1. ROBERT BFLjr'1N ASSOCIATES PRESENTATION TO KENT. 2. Gentlemen, we want to talk to you about a SECOND CHANCE for the fiscal year September 1, 1971 to August 31, 1972. 3. Last year, we joined with you at Lorillard for a year of sales promotion cooperation which we considered to be front-page news. 4. Let's begin by reviewing the sales promotion programs we presented to you during 1970-71... the year in which Kent took a FIRST CHANCE with us. 5. (Review of all ideas presented, pro- jects developed, promotions produced. There will be about forty slides.) 6. Before we talk about the measurable results of the FIRST CHANCE year, we want to point up what we believe to be one of the most important factors in the building of a client-agency relationship. 7. We were taking as much of a FIRST CF.AN CE with Kent as you were taking with R B A Like anyone beginning a job with a new employer, we were chosen for our previous experience and past success record. We had to iearn your business, yoyr problems and your operating procedures from the ground up. While we were trying to prove our abilities, you had to TA.?.y A CHANCE on our ideas and methods. t 873

_PLAINTIFF'S EXHIBIT 6 scl( ; u io: iuli-::c.:ac i<<.plcmcnt~jtiou uuririr' ;: . Our :)•cut, ptoc: ••'c.u u lcveL oi r, - sponsc and rPSUlts uitiie way c: >vwn thc lincs of dist: ibutior.. 9. It was responsible fcr more sales force cr:citemenc... ... bigger disp' :rs 4P ...and great.- sales turnover than adve:•tisinc_- alone has ever create::. 11. This excerpt from a field report from Louisville sppeaks for itself. (read excc-pt) , 12. In response to the visual er.c'_tem; '. and scop~: of the promotion, supermarket retoi'. s too'; ; FIRST CF.F.NCE on l.arger-than-e-, r b: fore c:garette displays. 13. There werc -1o to 30:! - carton units i: some ou,'~ts. The figures would have sound•.3 ii::uc. sible few months earli::, but they Lre very obviousl; true. 14. Consumers, too, too'c a chance in a big way in the Royal in England offer. There were mor e than 60, 090 enuies generated during the period in a truc- contest of skiil. 15. Buf all of this is now JUST HISTORY. Let's '.co;: ahead to 1972. 16. It's a year for new budy, ts. 17. A year for fresF.' ideas. 18. A fc plar:^`nc_ more concc. ^ated sales promoaon , ........ 1

I R B A Presentation to Kent 19. N~ 20, " 21., 29. 30. 31. 1 .I Starting in 1972 sales promotion will become even more crucial to the Kent marketing mix. These dollars could easily be the most important ones you will spend, This new fiscal year is the time for a "second look," a "second opportunity," a"second chance" to fulfill Kents' sales promotion obJectives. Let's review those objectives. 22., 23., 24„ 25,, 26., 27„ 28. Eight sales promotion objectives. Kent success in 1972 depends on translating these objectives into action in the market place. This is a program of enormous size and complexity, It involves multiple projects of nationwide scope. It must take Into account the start-up time needed to get into the market place on schedule, ,

-- --"PLAINTIFF' S -EXHIBIT 6 -- 32. It requires follow-up implementation after the promotion is completed. 33. It demands all the factcrs of advance planning of all sales promotion ideas. 34. Day-to-day supervision of all sales promotion activities. 35. Close involvement with all sales promotion activities. 36. And continuous creative thinking and evaluation of concepts, copy, designs, methods and results. 37. Our first step in bringing this broad program to life would be to prepare and present a strategy to implemelt your sales promotion objectives. But to accomplish this basic first step, we need specific input on the following. 38. An up-to-date look at the Kent brand and competitive activity, including all marketing research projects and consumer studies unde:way. 39_ A development of better coordination between sales promotion programs, advertising activities, product public relations programs to produce maximum media exposure for each step of the 1971-72 marketing plan. 40. The planning of a 45 day base display period as opposed to the current 60 day scheduling. 41. The testing of promotion programs which present -• a too-great financial risk for national level implementation on a judgementaj4 basis only. r

PLAINTIFF'S EXHIBIT 6 . ~ 877 42. Consideration of individual promotions for different classes of trade, and separate ideas for counter displays as opposed to base displays. 43. The develioment of "special interest" marketing methods and ideas directed toward identifiable groups such as golfers, boaters, skiers, tennis- players. 44. Of course, once the strategy has been developed and agreed to, the final success of Kent's activities in the upcoming year will depend on the creative content and impact of the promotional approaches. For 1972, we recommend that Kent use the promise "The good things you get when you smoke Kent, " as a part of all promotions during the year. It dramatizes the rewards which Kent smokers will earn. The good things of Kent. The good things that go with Kent. The good things which will be offered as contest and sweepstakes prizes, as premiums, too_ 46. The brand, itself, will become a RHWf'L'tD IM'.GE_ What better way to thar_k Kent smokers for staying with us... and to attract new customer s for the years ahead. 47. Under this reward promise, we recommend the establishment of a powerful, extended copy theme which will relate closely and continuously to the Kent brand image and attributes. Our experience and judgement have indicated a direction for ihis theme and we understand you have ini- tiated research in the same area. _ / Depending upon the results of your findir.gs, the year 1972 could well be designated "THE 20TH 3iRTFDtir OF KENT AND THE FAMOUS NIICRON:iTE ::.,.TER. r

PLAINTfFF`S E}HIBIT 6 W e envision this program on a scale never before attempted in cigarette promotion--- making this year-long birthday celebration the platform for all Kent promotion activities. The 20TH BIRTHDAY theme is extremely flexible and adaptable. It lends itself to fresh creative ideas in every promotional pericd. . 48. For example, as part of our 20TH BIRTHDAY CELEBRATION Kent could offer the American public one of the most unique and exciting contest ideas ever created; and back it with a promotional program which would be the biggest ever done. 49. In the March/April period, every adult in the country will be able to try for a SECOND CHANCE to change their lives, 50. But 1972 will be a "second chance" year for more than just Kent smokers_ It is a second chance for Kent---a second opportunity for you to out- perform even the success of the Kent Castle promotion. 51. And it is a"Second chance" for RBA to make a full-scale contribution to your most ambitious objectives. In the past twelve months, we believe we have made as much of an investment in your problems as you have made In us. This is the proper time to thank you, Mr. Bresnahan and you Mr. Guberman, for continuing that basic investment trust. 52. During the past year, we have accumulated an extremely.valuable body of knowledge relating to your problems, your markets and your needs. This broad base of working familiarity has sharpened our creative interest and enthusiasm for the possibilities of Kent's..next year of promotion. r I

PLAINTIFF'-S EXHIBIT 6 53. We want to offer the benefits of our knowledge and our expertise to Kent on a new basis. We know that maximum sales promotion results can only be gained when the over-all Ptograms are thoroughly integrated and coordinated. A single, expert sales pro- motion agency car. best give the most value to your promotion dollars and efforts. 54. We propose that R B A be the sales promotion agency for Kent Cigarettes. We will provide the staff necessary to fill your sales promotion needs successfully. We will plan, supervise and f31ow-through on all sales promotional activities for Kent for the fiscal year 1971-72 on a total fee basis. 55. A fee relationship offers strong working benefits. It provides a planning continuity which reinforces each facet of the program. 56. It helps prevent the confusion of creative fragmentation. 57. It avoids the higher costs incurred when working on a project-by-project basis. 58. It decreases the need for time-consu:,,ing co- ordinatton and integration by Lorillard management. 87'9 .F