Introduction
Genzyme, one of the world’s leading biotechnology companies, hired The Castle Group to create a strategic communications plan and promote their ortheoarthritis treatment Synvisc and procedure Carticel.
Fantail Communications “Get’s Cracking”
Introduction
The Canadian Egg Marketing Agency (CEMA) wanted to increase the consumption of eggs. The ad campaign of the time communicated the message of how nutritious, tasty eggs are and how easy it is to prepare them, so why not eat them outside of breakfast occasions. CEMA wanted more bang for their marketing buck and hired Fantail to provide their first ever PR/event marketing program to take this message to the grassroots level.
Steelback Brewery: From Ruin to Respectibility
Introduction
Steelback Brewery, the beer brand with little respect in the Ontario market, got a new lease on life when a new owner took the reins of the organization. The unfavourable reputation, and poor business decisions, of the previous owner, reflected poorly on the beer’s brand and the new incarnation recognized the road to overcome this history would be steep.
This is a Test Case Study
Background
The UCLA Anderson School of Management is building its reputation as a leading institution for international business management graduate students.� Dean Judy Olian is traveling to select countries to meet with media and business leaders to highlight the school’s capabilities.
Assignment
UCLA contracted Valencia, Perez & Echeveste Public Relations (VPE) in Los Angeles to arrange a media tour for Dean Olian with key business and media leaders in Monterrey and Mexico City in early November 2007.� VPE utilized PRGN partner agency Guerra Castellanos & Asociados (GC&A) in Mexico City to handle on-site logistics.�
Strategy
VPE and GC&A developed a strategy that included the following key elements:
- A series of one-on-one interview sessions with leading business reporters and columnists at top-ranking media outlets in Mexico City and Monterrey
- Scheduling a live, 15-minute business radio broadcast with Dean Olian and prominent Mexican business leaders who are UCLA graduates
- Inviting key editorial writers and columnist to attend a round-table meeting with top-level Mexican business leaders
Hotel Chocolat
Introduction
Prestigious European chocolatier, Hotel Chocolat, wanted to launch its products in specific US markets – San Francisco, Boston and Atlanta – in time for the holiday gift buying season. Working with Hotel Chocolat’s US agency, Lannon Communications, PRGN agencies in these three cities – Landis Communications, The Castle Group and The Ledlie Group – devised and implemented a successful multi-faceted PR campaign to achieve the client’s objective.
Eriez International
Introduction
US company Eriez, acknowledged as the world leader in magnetic, separation, vibratory and inspection equipment for over 80 different industries, has been a client of PRGN member, Stevens Baron Communications (SBC) of Cleveland, Ohio, for over 5 years.
Danaher Motion
Introduction
Danaher Motion, a $1 billion+ global motion control company incorporating over 30 industry leading brands, invited German PRGN consultancy, Industrie-Contact, to pitch against four other agencies for its European business in 2004.
The client reported that Industrie-Contact won the business based on three key criteria: industry know how, strength of its international network, and price. The additional PRGN agencies involved were Sound PR, Italy, and Beyond PR, UK.
Amorim
Introduction
Portuguese group, Amorim, the largest cork producer in the world, is described by Forbes Magazine as “number one, two, three, four and five in the cork industry”. Seventy percent of this material is used to make cork stoppers for wine. PRGN France consultancy, Greenwich, has been working with Amorim since the company established a French presence in 1992.
Project
In recent year’s plastic and aluminium wine closures have been progressively taking market share from Amorim. Citing the absence of “wine taint”, the plastic and aluminium industries have mounted a successful proactive PR campaign while the cork industry’s response has, in the main, been defensive.
Greenwich recommended that Amorim tackle this issue head on by staging three round table “conference of consensus” events, utilising independent experts, on the topic “Cork, Aluminium, Plastic : Impact of the Closure on the Consumer, the Environment & Wine Development”.
UCLA Anderson School of Management Mexico Media Tour
Introduction
The UCLA Anderson School of Management is building its reputation as a leading institution for international business management graduate students. Dean Judy Olian is traveling to select countries to meet with media and business leaders to highlight the school’s capabilities.