TEL AVIV, ISRAEL: Compugen, which provides discovery and licensing to drug development companies, hired Porter Novelli Life Sciences (PNLS) to develop a PR and IR campaign that aims to raise the Israeli company's profile in the US.
It is the first time the San Diego-based firm has worked with Compugen, said Carin Canale, president of PNLS, a unit of Porter Novelli.
“We will raise awareness globally, but primarily in the US,” she noted, adding that the effort will also focus on establishing additional licenses and partnerships for the company. “They are ready for the prime time.”
PNLS, which began work August 25, plans to host a strategy summit the week of September 15 to discuss positioning, messaging, and the company's brand health, Canale said.
Compugen, founded in 1993, develops drug-discovery platforms and then partners with pharma and biotech companies, allowing them to expand their pipelines, she added. Current partners include Merck, Roche, Siemens Healthcare Diagnostics, and Teva Pharmaceuticals.
VP John Quirk and account supervisor Arash Khurana are leading the IR and PR sides of the account, respectively. A budget was not available. Canale said the company did not take part in a review for the account, but was referred.
Martin Gerstel, chairman, said that the company's shareholders urged him to speak with Porter Novelli and that the agency understood how best “to package our story” in a way that was creative and untraditional.
CEO and president Alex Kotzer said in a statement: “As we continue to leverage our unique R&D capabilities through additional platforms, product candidates, and collaborations, it's important for Compugen to increase its visibility within the [US] media and investment community.”