SAN DIEGO: Biocom, a trade association for the life-sciences industry, has named Townsend its agency of record.
Rod Whitson, COO and chief brand strategist for Townsend, said the agency has a "six-figure" budget to work with for the rest of 2003. The overall length of the agency's relationship with Biocom, however, has not yet been defined.
Townsend will support the association's recently launched three-year strategic plan to expand Biocom's presence nationally. By branding the San Diego life-science community, similar to "the way Silicon Valley came to be known for technology," said Whitson, Townsend hopes to draw nationwide interest in the trade association. "We are converting their goal into a brand strategy," he said.
Efforts for branding San Diego will primarily focus on what Whitson called "the talent aspect." Outgoing messages will demonstrate the top-tier level of talent that exists in the region, where according to Whitson, more people per capita with PhDs live than in any other area in the country.
"If San Diego is going to continue to attract talented companies and people, we've got to demonstrate the caliber that already exists here," he said.
Partnerships with local government agencies, as well as companies from other industries that also stand to benefit from increased awareness of San Diego's resources, will be formed to help disseminate Biocom's messages.
Biocom has more than 500 members, which come from life-science and biotech companies, research organizations, universities, and service companies in the San Diego area.