When a healthcare client turns to Cooney/Waters, the first thing it can expect is a thorough, research-based analysis of all facets of the business environment that can influence the client’s ability to achieve its business goals, as well as specific communications recommendations—regardless of whether that kind of counsel is a designated part of the formal agency assignment. It’s part of a strategic approach that looks beyond traditional public relations tactics to meet client challenges, often recommending services and skills that require referring the client to another vendor—an approach that builds trust and positions C/W as a genuine strategic partner.
The firm took a hit in 2004, after GlaxoSmithKline consolidated its PR agency roster, but bounced back with a couple of new clients, Abbott Fund and Alcon Laboratories, which together with additional assignments from existing clients replaced the lost fee income, enabling C/W to end the year with $7.7m in fee income—virtually unchanged on the year. For Abbott Fund, the firm informed key audiences about the work being done around HIV/AIDS in developing countries through Abbott’s philanthropic program. For Alcon, it developed professional and consumer programming in support of a new medication. On the non-profit front, the firm continues its work for the National Association of School Nurses and the National Meningitis Foundation. Other high-profile assignments included a multifaceted, national initiative for the National Foundation for Infectious Diseases to promote the importance of influenza immunization among healthcare workers and support for Aventis Pasteur at the IV International AIDS Conference in Bangkok.
A key addition to the senior staff was Danielle Castellani, managing supervisor, who joined from Porter Novelli.