WASHINGTON, DC: StrategyOne, a recently formed Edelman subsidiary specializing in public opinion research, has nabbed Telstra and Pfizer as two of its first clients.
WASHINGTON, DC: StrategyOne, a recently formed Edelman subsidiary
specializing in public opinion research, has nabbed Telstra and Pfizer
as two of its first clients.
The agency has signed Telstra, a publicly owned Australian telecom
giant, to a dollars 400,000 contract that lasts until the end of the
year. Financial details and duration of the Pfizer assignment were
unavailable, but StrategyOne will be working with the company on a
corporate image campaign.
StrategyOne’s goal is to bridge the gap between how corporations see
themselves and how key audiences perceive them. Specifically, president
and CEO Steve Lombardo wants to develop better ways to reach the 10% of
the population considered to be opinion and thought leaders.
Merely issuing white-paper reports is no longer enough to reach this
group, he added.
According to Lombardo, the StrategyOne/Pfizer arrangement is a good
example of the type of relationship the agency hopes to have with its
The pharmaceutical market, Lombardo explained, is vastly different than
in previous years, when doctors were the primary target audience for
Now, patients routinely walk into a doctor’s office and request a
specific drug that was recommended by a friend or that they heard about
in an ad.
’People have started to ask, ’Who made this drug?’’ Lombardo said. ’A
company like Pfizer needs to build a corporate umbrella brand that is
recognized for its innovation, safety and rigorous research.’
For Telstra, StrategyOne’s challenge is to communicate to local and
global markets. Lombardo compares the company’s dilemma to the one faced
by the ’Baby Bells’ in the US: they built the system, but need to use PR
to make sure consumers and other key constituencies are aware of their
Lombardo left BSMG subsidiary KRC Research in June to form
Also a co-director of Edelman’s corporate reputation practice, he is
serving as a public opinion analyst for Edelman clients while
simultaneously recruiting business on his own.
Lombardo was previously VP of the Southfield, MI-based Market
Strategies, a corporate and political polling firm, where he oversaw
opinion research for the ’92 Bush-Quayle campaign.