Pfizer and Telestra among first coups for StrategyOne

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.

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

clients.



The pharmaceutical market, Lombardo explained, is vastly different than

in previous years, when doctors were the primary target audience for

PR.



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

contributions.



Lombardo left BSMG subsidiary KRC Research in June to form

StrategyOne.



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.



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