Isle's promotion at YCI has all predicting a rosy future

MEDFORD, OR: Yamanouchi Consumer (YCI), a subsidiary of the Japanese pharmaceutical giant and parent of US retail company Bear Creek, has promoted Bill Isle to the position of SVP of corporate relations.

MEDFORD, OR: Yamanouchi Consumer (YCI), a subsidiary of the Japanese pharmaceutical giant and parent of US retail company Bear Creek, has promoted Bill Isle to the position of SVP of corporate relations.

MEDFORD, OR: Yamanouchi Consumer (YCI), a subsidiary of the Japanese pharmaceutical giant and parent of US retail company Bear Creek, has promoted Bill Isle to the position of SVP of corporate relations.

YCI is a subsidiary of Yamanouchi Pharmaceutical, Japan's third largest pharmaceutical company. In the US, Yamanouchi's companies include Shaklee, a health and nutrition products producer. It also owns Bear Creek, which, in turn, owns the direct mail businesses for Harry and David gift stores and catalogues; and Jackson & Perkins Wholesale (J&P), a rose distributor. YCI was formed as the umbrella to these businesses last October.

Isle was formerly SVP with Bear Creek. 'I look at the job as a three legged stool,' Isle said, 'including a strong PR effort, a strong community relations effort and a strong government relations effort.'

Golin/Harris stands to gain from Isle's promotion. Bear Creek retained Golin as its agency of record, a relationship that Isle plans to carry with him to YCI, which has not yet retained an agency.

Isle will report to Bill Williams, YCI's COO and president. 'Bill is the big supporter of the power of PR,' Isle said. 'He understands it and enjoys the results of what we get.'

The Christmas season is the busiest time for the Harry & David subsidiary.

The gourmet food and fruit retailer does 80% of its business at that time, shipping some eight million gifts, and was featured on Today and in a two-page Fortune magazine feature last year. 'We are blessed with a good product,' Isle said.

As a catalogue distributor, the company is involved in lobbying against postal rate increases.

J&P launched its Our Lady of Guadeloupe rose last year amid of flurry of publicity as the Bishop of Fresno, OR was brought in to bless the flower and the workers who grow them.

J&P also owns the worldwide rights to the Princess Diana rose. The company contributes 15% of its profits from that rose to the late Princess' memorial fund.



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