Intro chart / first chart

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But in 12 months so

much can happen…

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-26%

46%

-30 -20 -10 0 10 20 30 40 50

Stronger

Weaker

% ch an g e si n ce 2010

Source: BE:Europe 2010 and 2011; View of the economy in six months time

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77%

38%

24%

16%

79%

43%

_41%

25%

Volatile markets / Managing economic uncertainty Attracting and keeping top talent

Price of fuel & raw materials

Technical advances

2010 2011

Source: BE:Barometer 2011; Three biggest challenges facing your company today

Volatile markets and managing economic

uncertainty remains key

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-15 -10 -5 0 5 10 15 20 25 30 2008 2009 2010 2011 % ch an g e si n ce 2008

Brazil Russia India China

Source: BE:Europe 2008, 2009, 2010 & 2011 only data; Regions do business with

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Source: BE:Europe 2010 & 2011 only data; Regions do business with

Business involvement with China

varies by country

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1.0 1.2 1.4 1.6 1.8 2.0 2008 2009 2010 2011 T rillions

They still control the largest budgets

Source: BE:Europe 2008, 2009, 2010 & 2011 only data

1.9

1.28 (

▲

up

8%)

1.18 (

▼

down

38%)

1.20 (

▼

down

6%)

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Their net worth has been affected

Source: BE:Europe 2008, 2009, 2010 & 2011 only data; Personal net worth

FTSEurofirst 300 Index

€930,565

€730,920

(▼down 22%)

€730,544

(▼down 10%)

€810,264

(▲up 11%)

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Source: BE:Europe 2008, 2009, 2010 & 2011 only data; Investments owned

They continue to invest wisely

0 10 20 30 40 50 60 70 2008 2009 2010 2011 % o w n in g i n v e s tm e n ts

Investment property Personal private investment plan

Stocks and shares in quoted companies

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The rich continue to get richer….

2008 to 2010

Net worth down 33%

Net worth up 22%

>€370,000

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The rich continue to get richer….

2008 to 2011

Net worth down 47%

Net worth up 25%

>€370,000

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€140,000 €150,000 €160,000 €170,000 €180,000 2008 2009 2010 2011

Their salaries remain high

€174,134

€155,612

(

▲

up

5%)

€147,855

(

▼

down

15%)

€154,385

(

▼

down

1%)

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Source: BE:Europe 2010 & 2011 only data; Business travel

The number travelling for business

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Increasing use of advanced technology

29%

80%

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Source: BE:Barometer 2011; Base: Own a tablet / Own a smartphone

They engage with their devices

Tablet Downloads Smartphone Downloads

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60 70 80 90 100 2008 2009 2010 2011 %

Media consumption is increasing

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47%

32%

16%

17%

32%

34%

9%

Newspapers Internet Television Magazines Business news International news

Source: BE:Europe 2011

All media is viewed as a reliable source of

business and international news

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16%

20%

17%

22%

19%

6%

Segmentation

Classic Leaders

Liberal

Individualists

Traditional Conservatives

Local Elite

Ambitious

Influencers

DK/NA

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Traditional Conservatives

Share options in the company they work for (ix 124) Unit trusts/ mutual funds / investment trusts (ix 124)

CFO (ix 141) Banks (ix 141) Insurance (ix 122)

Average income €180,000 Average net worth €819,000

(32)

Liberal Individualist

Female (ix 138)

Chief Marketing Officer (ix 147)

11+ international business flights (ix 123) 3+ personal flights (ix 113)

3 or more languages (ix 160)

MBA/ MA/ MSc/ PHD/ Dphil (ix 132) Contribute to a blog (weekly) (ix 185) Use RSS feed / widgets (weekly) (ix 132)

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Local Elite

No business or personal flights (ix 162) Chief Operating Officer (ix 130)

Heads of department (ix 119) IT/ Telecommunications (ix 130)

Watch a 3D TV at home (weekly) (ix 119)

In company with less than 500 employees (ix 128) Average annual income €127,500

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Ambitious Influencers

In company with more than 10,000 employees (ix 115) 20+ international business flights (ix 162)

6+ personal flights outside Europe (ix 159)

Been on a holiday worth more than €3,000 per person (ix118)

Watch €7,500 or more (ix 126)

Car worth more than €60,000 (ix 134) Smartphone (ix 115)

Visit a social networking site (weekly) (ix 126) Premium, Priority or Private banking (ix 121)

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Classic Leaders

Male (ix 109)

Chairman /President (ix 156) CEO / MD (ix 122)

C-suite (ix 116)

Yacht ownership (ix 143)

Second home / holiday home (ix 122) Arts/ antiques (ix 121)

Fine wine / champagne (ix 130)

MBA (ix 136)

6+ personal flights within Europe (ix 141)

Involvement in 6+ areas of business purchasing (ix 114)

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Four key points to take away

§

Managing economic uncertainty remains a key issue for

the Business Elite

§

The Business Elite remain the most important customer

group for a number of industries

§

They are continuing to embrace digital platforms from

which to access media – but not at the expense of

traditional platforms

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