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's activity report 2022

Trendmark OÜ is an associate member of the international media agency chain MediaCom. The company's main activity is planning advertising campaigns in traditional and digital media and optimizing campaign results. Among other services we offer are social media management, collaboration with influencers, consumer and brand research, business analytics and data science.

WPP, which owns the MediaCom brand, decided in 2022 to combine two agencies at a global level - a traditional agency

MediaCom and digital marketing agency Essence. Preparation for the launch of the new agency took place throughout the year. A total of 8 working groups were created, whose task was to work through the success factors of both agencies, map out the value propositions of the future EssenceMediacom agency and develop an action plan for a smooth and effective transition. The Estonian team was also actively involved in the activities of these working groups. At the Baltic level, an investment plan was in place to support the retraining and/or further training of the existing team, and also provides the opportunity to acquire competencies that, for understandable reasons, were not previously on MediaCom's own priority list, but are an organic part of Essence.

The agency's service export within Europe and Scandinavia was also in focus. The turnover and number of projects have grown significantly over the year. There are now separate specialists in the team who focus primarily on export clients, as the needs and work processes of such clients differ from clients operating in the domestic market in Estonia. As a result, the share of digital investments has shown the greatest growth - from 40% of the agency's total turnover in 2021 to 55% of the agency's total turnover in 2022. As export clients are looking for a strong partner primarily in performance marketing, we have reviewed the structure and roles of the digital department. We have also invested in creating a network of collaboration partners to ensure local market knowledge and the availability of correct market benchmarks. The interest of export clients is not limited to digital marketing. ¼ of them are looking for a partner who is capable of providing advice on foreign media purchases and, if necessary, is ready to take responsibility for conducting offline campaigns in foreign markets. Close cooperation with brands that go outside Estonia has helped maintain the agency's turnover and profitability in a year when marketing budgets aimed at the local market showed a trend towards reduction. International brands have started to review and cut their marketing budgets, as due to its small size, Estonia does not seem to be an attractive enough market, especially against the backdrop of a cooling economic climate.

Another direction we have invested in is artificial intelligence and the use of AI-based technologies within the agency. Currently, the agency uses three AI tools with different functionalities, which increase efficiency and the quality of solutions offered to clients. The areas where we can involve artificial intelligence if necessary are integrated campaign strategic planning and budgeting, optimizing the impact of creative solutions, finding models with the highest possible return on performance campaigns. It is important to mention that

we are still quite at the beginning of the journey with AI, as the small size of the Estonian market imposes its own restrictions, as a result of which we have to adapt the AI trained for global markets.

In 2023, we will continue with the major projects that started last year - the implementation of the EssenceMediacom concept, service export, artificial intelligence and data science. In the coming years, the problem of quality labor will not disappear. Succession, talent retention and management, bringing in foreign labor are issues that require attention and resources.

In 2022, Trendmark OÜ's turnover was 9,397,394 Euros. Of this, 1,528,371 Euros or 16.26% of services were exports. The largest export country was Belgium. In 2022, Trendmark OÜ had an average of 23 employees and a wage cost of 787,768 Euros (including the remuneration of the board member with social tax).

Indicator Accounting Methodology 2022 2021

Return on Equity (ROE) net profit / equity * 100 35% 47%

Asset Net Profit Return (ROA) net profit / assets * 100 10.1% 14.3%

Total Asset Turnover sales revenue / assets 4.25 3.32

Liquidity ratio current assets / short-term liabilities 1.35 1.36