Agency Confidential, Jun 3, 2010

Features

By Ahnal Purohit , President and CEO, , PUROHIT NAVIGATION

Two of the most essential supplies we can offer emerging regions are infrastructure support and easier access to health information

Jeff Burke, MicroMass Communications

By Jeff Burke , COO , MicroMass Communications

The monolithic dictates out of marketing and agency headquarters in New York and London—and the way they are forced on local marketing efforts—work to undermine adoption at the local level

Jay Carter, AbelsonTaylor

By Jay Carter AbelsonTaylor

To assume that growing a marketing presence in emerging markets automatically requires a global agency network is a flawed assumption.

Amar Urhekar, McCann Healthcare WorldWide, McCann Worldgroup

By Amar Urhekar , EVP Japan and Asia Pacific , McCann Healthcare WorldWide , McCann Worldgroup

A global agency has the highest chance of ensuring core brand value

Jon Hussey, Palio

By Jon Hussey , Senior Vice President , Director of Brand Planning , Palio

In China people view expenditures on pharmaceuticals as a "cost" rather than a "purchase"

Guess What? Your Corporate Reputation Does matter

By Mark Chataway

Sure, there might be a few key audiences whose view of your reputation is critical, but targeting them is fairly simple and often inexpensive. More times than not, it's better to keep your head down than raise the banner and lead the field.

Scott D. Cotherman, CAHG

By Scott D. Cotherman

A heavily rigid agency network structure that fights against their strategic objectives is the last thing clients should be looking for.

Al Topin, Topin & Associates

By Al Topin , President , Topin & Associates

We need to start thinking of digital as part of a marketing plan instead of The Plan.

Jamie Peck, Rosetta

By Jamie Peck Managing Partner , Rosetta

Independence equals creativity, and solutions

Creating Brand Value In China: Two Case Studies

By Amar Urhekar , EVP Japan and Asia Pacific , McCann Healthcare WorldWide , McCann Worldgroup

After an active campaign spanning nearly six years, the epidemiology data showed a decline in the number of patients with Hep B, from 1.3 million to 0.9 million.

Phil Deschamps, GSW Worldwide

By Phil Deschamps , President and CEO, , GSW Worldwide

An ideal partner is one that will work with manufacturers on a variable cost basis, providing the ability to scale resources up and down as new products are introduced and marketing and sales needs change.

Want a Good Reputation? Earn it.

By Mark Chataway

The companies with the best corporate reputations have responsibility initiatives that earn their way, but very few of them started in response to a perceived problem or a bit of bad press.

Ken Begasse Jr, Concentric Pharma Advertising

By Ken Begasse Jr , Concentric Pharma Advertising , Partner and COO

With so much variation, why force local affiliates to use the global agency?This is a battle seldom worth the fight.

Maureen C. Regan, RCW Group

By Maureen C. Regan , Managing Partner , RCW Group

The pharma industry has only recently seen the kinds of price pressures that the retail industry has operated under for decades.

Michael McLinden, MC|K

By Michael McLinden Partner , Chief Strategategy Officer MC|K

Strategy—listening, seeing, thinking—all need to be done locally.

Sharon Callahan, Diversified Agency Services Healthcare

By Sharon Callahan , EVP and Director , Diversified Agency Services Healthcare

The trend is strong, bold ideas that travel across cultures.

intro

Agency Buzz: Branding in Emerging Markets

By Marylyn Donahue

New high-growth markets are reflecting an unprecedented shift of industry growth to the world's emerging economies. How are Pharma's agencies coping?

Introduction

Agency Confidential: Bad Reputations and Building Value in Emerging Markets

By Marylyn Donahue

Hot topics in the pharma advertising world and covered in this year's Agency Confidential include marketing drugs in emerging countries, and why you shouldn't worry about what people say about your company.