Makovsky and Co. wins health congress account

NEW YORK: The 18th World Association for Sexual Health Congress has selected Makovsky and Co. to handle global PR for the five-day event, which takes place next April in Sydney, Australia.

NEW YORK: The 18th World Association for Sexual Health Congress has selected Makovsky and Co. to handle global PR for the five-day event, which takes place next April in Sydney, Australia.

Held every two years, the congress invites thousands of sexual health professionals and advocates to discuss issues relevant to sexual health, psychology, and identity. Its international scientific committee counts members from more than 60 countries, including Spain, Germany, France, India, Cuba, Mexico, Portugal, and Czech Republic.

Gil Bashe, EVP and director of the health practice at Makovsky, said that the agency would help to establish the event as a peer review setting, as well as encourage partnerships with pharmaceutical and biotech companies. He added that the team is already honing in on a list of hot topics to send around to the media beforehand.

"During the congress itself… we will want to make sure that the key findings are in major consumer publications around the world," he said, adding that both women's and men's health publications will be targeted. "It will be very important that the top-tier information gets out."

Makovsky will also develop a global pressroom with onsite support and will also use webcasts to provide global reporters with breaking news, Cohen said.

"The Makovsky people have a track record of leadership positions within third-party health groups ? that's very important in working with the many groups in sexual health that will be represented at the World Congress," said Bruno Cohen, CEO of Regimedia, the company that organizes the congress, in an e-mail. "As independents, they also can collaborate with many PR firms that may represent other [attending] clients. Their independence makes them Swiss-like in working with sponsors, agencies, and health professionals."

Bashe noted that Makovsky would tap the IPREX network of international PR firms to support its work around the world.

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