Cardinal taps Ketchum for $20m branding campaign

DUBLIN, OH: Embarking on a $20 million brand-awareness initiative, Cardinal Health has picked Ketchum as its first-ever agency of record.

DUBLIN, OH: Embarking on a $20 million brand-awareness initiative, Cardinal Health has picked Ketchum as its first-ever agency of record.

The initial branding component of the account, for which three other undisclosed Omnicom agencies pitched, will focus on bringing all of the company's acquired brands under the single Cardinal Health name.

Current issues such as cost pressures, talent shortages, and medication safety will be used as a platform for informing audiences about Cardinal's connection to all its lines of business. "We want people to see that Cardinal provides solutions to such a wide range of the challenges facing the industry today," explained Sari Macrie, SVP of corporate communications.

Thus far, the $40 billion company has grown at an astounding rate (it recently celebrated its 15th consecutive year of 20% growth), with limited proactive communications activity. But through customer feedback, Cardinal learned that its constituencies did not have a clear understanding of the organization's offerings.

Lisa Fischetti, SVP and leader of the account for Ketchum, reported, "Most people who know about Cardinal think it is only a pharmaceutical distributor. We need to widen that perception."

Anne Bouchenoire, director of global branding, added that internal communications and education will also be a main area of concentration. "The main goal is to get each one of our employees to act as brand ambassadors."

DDB Advertising, Applied Research & Consulting, Enterprise IG, and Westhill Partners are the other external agencies working with Cardinal on its brand-awareness initiative.

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