NEW YORK—The American Business Collaboration for Quality Dependent Care, a coalition of major U.S. corporations promoting work-life balance issues, has selected PepperCom as its agency of record.
ABC, which is focused on issues such as access to quality dependent care programs and services, includes leading companies such as Abbott Laboratories, Allstate Insurance Company, Deloitte & Touche, Exxon Mobil, General Electric, IBM Corporation, Johnson & Johnson, PricewaterhouseCoopers, and Texas Instruments.
A recent study by Abt Associates found that 63 percent of the employees reported an improvement in productivity because of ABC programs. The study looked at productivity measures among employees and found that 40 percent felt less stressed by family responsibilities and spent less time at work worrying about their family. Thirty-five percent were better able to concentrate on work. Thirty percent had to leave work less often to deal with family situations.
PepperCom principal Steve Cody says three member firms nominated their respective agencies of record to handle the ABC business, and PepperCom—which works for GE—beat out Magnet and Ogilvy Public Relations in the resulting shoot out.
Peppercom will be responsible for developing the ABC corporate positioning, launching a national media outreach campaign—known as the National Work Life Initiative, the campaign launched earlier this month—generating awareness among the business press, and event planning. Ultimately, the program seeks to encourage all companies to participate in ABC by implementing programs that help employees more effectively manage their work and personal lives.
“These companies have studied the bottom line impact of innovative work-life programs,” says Cody. “They believe it’s a key issue for future competitiveness, and we will be taking that message to the business media, to human resource trade press, to convince other companies of the benefits of investing in similar programs.”
The initial assignment will last six months.