NEW YORK—Belsito & Company, one of the leading healthcare public relations specialists, is launching a consumer brand communications agency to help healthcare and consumer marketers better promote the health and wellness benefits of their brands, products and services directly to consumers.
The new agency, demand, will be headed by president William Daddi, formerly of Euro RSCG Magnet, and will combine Belsito & Company’s medical communications expertise with Daddi’s more than 20 years experience in consumer marketing. Marybeth Belsito, founder and owner of Belsito & Company, will be CEO of the new agency.
“Marketers within the healthcare field—from pharmaceutical companies to hospitals and advocacy groups—are increasingly looking to implement consumer outreach campaigns on behalf of their brands, products and services,” says Belsito. “Similarly, consumer marketers in fields ranging from health and beauty aids to food are looking to highlight the beneficial health or wellness aspects of their products.
Daddi, who was head of the national consumer practice at Magnet, has worked with companies such as Procter & Gamble, Johnson & Johnson, Limited Brands, Sara Lee Corporation, Oxford Health Plans and the Andrew Jergens Company. He has also served as managing director of Lippe Taylor, as a principal with The Dilenschneider Group, as director of public relations for Cotton Incorporated and is a former journalist.
The new agency will focus on providing brand communications outreach on behalf of a range of clients, including those within the pharmaceutical, health and beauty aids, food & beverage and advocacy fields, offering a variety of services, including publicity, promotions, grass roots marketing, entertainment integration and consulting.
“Marketers within the healthcare industry and those looking to promote the health benefits of their consumer brands, understand the need to create awareness among consumers,” says Daddi. “But in today’s information rich culture, awareness is not enough. You need to create emotional relevance on behalf of a brand as well. That is why we are structuring this agency as a brand communications function. We will look to engage consumers in a dialogue with the brand on an ongoing basis, while adding value to the consumer’s life on behalf of that brand through a variety of marketing activities.”
Belsito & Company, founded in 1998, serves a wide range of companies within the healthcare field, including ZLB Behring, Eli Lilly, Novo Nordisk, Clearant and others.