PROFILE: Shaffer brings PR balance to the low-carb movement
31 May 2004 | by John N. Frank
to use her consensus-building skills to get the various independently operated Blue Cross companies ...
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FEATURE: The new relationships
07 Jun 2004 | by Beth Herskovits
and reputation building. Many new agency relationships, therefore, are noticeably different from traditional ways ... Project: Develop corporate-level PR that combines medical and consumer brands When most consumers ... banking conference. The agency also assisted with internal communication, branding, and media outreach ...
ANALYSIS Corporate Case Study: Corporate relations help Genentech look to future
24 May 2004 | by Andrew Gordon
's success. Employees also help with the company's overall image and often act as brand ambassadors. And that is the company's next great challenge - focusing on the brand to get people to see the company behind the drugs ...
ANALYSIS Organizational Case Study: Alzheimer's group aims efforts at baby boomers
03 May 2004 | by Alvin Hattal
of the branding effort is $5 million, an increase over the $2 million budget the previous year for PR. Of the $5 ... for brand management and marketing. "Right now, a lot of [baby boomers] are not even thinking about ... nationwide affiliates, the chosen agency needed to be able to build a responsive field-marketing system ...
ANALYSIS Food PR: Food firms stepping up PR in fight over carbohydrates
29 Mar 2004 | by John N. Frank
wheat bread became the 12th biggest seller among branded breads, while the white offering became the 18th best seller in supermarkets. The new products are the best sellers among 40 bread brands that Sara ...
Healthcare: Pharmacies on the front line
19 Mar 2004
such as Boots (see box) - not the behaviour of embattled brands. Superdrug head of PR Wendy Campling says ...
CAMPAIGNS: CDC's VERB fosters a more active role for kids
08 Mar 2004 | by Andrew Gordon
typically do PSAs. They don't do paid media or other kinds of outreach. This was a brand new strategy ... the VERB brand and consider it a part of their active lifestyle. The CDC's initial goal was to have about ...
The color of pharma money
01 Mar 2004 | by Sara Calabro
to the brand teams, they end up doing inside what I do outside - knocking on the door for money. You need a designated person on each brand team who focuses on multicultural marketing. It must be on the budget so it ... Health Success, notes the importance of incorporating both corporate and brand-level ethnically diverse ...
EDITORIAL: WPP's Pfizer assignment reveals just how far holding companies must go to please a client
02 Feb 2004 | by Julia Hood
brands. Meanwhile, some wonder whether the review that led to the assignment signals an emerging trend...the conflict issue." After all, isn't conflict avoidance a key reason why holding companies have so many brands ... it is fair to ask competing brands to abandon individual cultures and band together. We know - there ...
From patient to consumer
15 Dec 2003 | by Sara Calabro
in order to develop trust. If you don't create that initial brand credibility with the physician community ... to get them to really listen." Rinaldo adds that sometimes pharmaceutical companies confuse "brand visibility with brand motivation. Someone seeing a DTC ad might gain initial interest, but they are still ...
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Making the most of mobile
Welcome to the first incarnation of a new element in Campaign in which we invite experts to burrow beneath the surface of the catch-all that is "digital". Google, Isobar Mobile, JWT London, LBI and MBA share their insights on mobile.
