Draftfcb New York Partners with the USDA On Health and Wellness Research for Children
March 22, 2013
NEW YORK, March 22, 2013 — Draftfcb New York has added another high-profile government
account to its roster. Following a review between multiple agencies, the agency snared a
research assignment from the U.S. Department of Agriculture’s Food and Nutrition Service
division that will help inform effective and impactful messaging and communications related to
the organization’s Child and Adult Care Food Program (CACFP).
CACFP helps child and adult care institutions and family or group day care homes serve nutritious meals and snacks. Draftfcb’s research will focus on strategies for communicating with the caregivers who are currently serving the 3.3 million children enrolled at eligible CACFP facilities. The study, according to Andrea Farmer at the Food and Nutrition Service division, is designed to provide insight into child care providers’ practices and needs so the USDA can better aid providers in implementing nutrition and wellness recommendations in early child-care settings.
“With childhood obesity dominating conversations, arming the troops on the front lines is an
important step to stem the epidemic,” says Jeff Tarakajian, EVP, group management director,
Draftfcb New York. “Draftfcb is thrilled to be part of this important effort.”
In January Draftfcb was tapped by the FDA to create campaigns to curb youth tobacco use. The
agency has enjoyed numerous awards for its work on the U.S. Census Bureau’s 2010 Census
campaign and for its Above the Influence efforts for the ONDCP.
Changing of the Guard at Draftfcb New York
January 25, 2013
Draftfcb Argentina Phenom Takes Creative Reins;
Global CMO Assumes Acting Managing Director Role
NEW YORK, Jan. 25, 2013 – The creative genius behind Argentina’s most awarded agency at the 2012 International Cannes Lions Festival is moving to the USA to helm Draftfcb New York’s creative operations. He will partner with Debra Coughlin, global CMO of Draftfcb, who has been appointed to lead the New York office on an interim basis as acting managing director while a search for the post is underway.
Javier Campopiano, whose campaigns for brands including Oreo, Citric, Banco Macro, +vision, Club Social, JVC, ZonaJobs, KY Gel, Compumundo and Piero have won both business and advertising awards this year – while usually ranking on Creativity Magazine’s “Ad Critic” Top 20 – is assuming the chief creative officer role that has been vacant since early 2012. He officially begins his role Feb. 4.
Since being named ECD of Draftfcb Argentina in 2010, Campopiano has proven to be a creative fire power across Draftfcb’s global network. His inspiring leadership and high creative standards led to his being named regional creative director for Draftfcb Latin America in 2011, and prepared him for this next career step.
“At his core, Javi is a gifted and witty storyteller who is also a great strategist. He’s a master at eliciting emotion, which often leads to unexpected work that resonates with people and tangibly changes their behavior. He also has a great sense of design,” said Laurence Boschetto, global CEO and president of Draftfcb. “Our New York clients should greatly benefit from his involvement on their business, while our staff should be inspired to create even better work.”
Campopiano joins Coughlin, a primary architect of Mastercard’s “Priceless” campaign during her tenure as SVP of global brand building at Mastercard and who later served as CMO of Citigroup’s Citi Card unit.
“Debra is a proven leader with experience on both the client and agency side who also has a deep understanding of Draftfcb as our global CMO. And as someone with responsibilities for our global capabilities team, she is also able to quickly marshal network resources when necessary. All of this makes her uniquely qualified to partner with Javi,” said Boschetto. “They are both team-building brand stewards with legacies of elevating companies via award-winning creative campaigns that cross cultures and platforms.”
Dana Maiman, CEO and president of the Draftfcb Healthcare family of companies, who had served a dual role as the president of the New York general agency since 2010, will now focus on replicating the company’s domestic healthcare success globally. Draftfcb Healthcare, which in September acquired Hudson Global, a Tarrytown, N.Y.-based pharmaceutical marketing company to augment its medical education and integrated technology offering, is now forming an alliance with the Argon Network, a coalition of 22 healthcare agencies spanning Europe, Asia, the Middle East and South America. The alliance is designed to provide clients with a global network solution for their brands. Maiman is also securing further mergers and acquisitions opportunities outside the U.S.
Boschetto said Maiman’s full attention on one of parent Interpublic Group’s top performing healthcare brands will benefit clients’ as well as the network and holding company’s bottom lines. “Dana’s leadership of the Draftfcb Healthcare portfolio has been inspiring to witness. The company has grown tremendously over the past decade, both in size and in creative reputation. With Dana now focusing 100% on healthcare, that upward trajectory is assured.”
Clients currently on the healthcare roster include Abbvie, Amgen, Boehringer/Ingelheim, Bristol-Myers Squibb, Johnson & Johnson, Genentech/Roche, Lilly, Medtronic,Merck and Novartis, among many others.
Under Maiman’s watch, Draftfcb New York landed two anti-tobacco assignments from the FDA, the SeaWorld, Busch Gardens and Amtrak accounts, work from Fidelity Investments, more from the U.S. Census and retained the Jamaica Tourist Board business after a government-mandated review.
Back in Argentina, Campopiano has been succeeded as Executive Creative Director by his hand-selected #2, Tony Waissmann, who was recruited to the agency in 2010 from EURORSCG.
While Campopiano will continue his global creative responsibilities for the Club Social and TUC brands marketed by Mondelez International in New York, his duties as regional creative director on those brands are transitioning to Max Geraldo, executive creative director at Giovanni + Draftfcb in Brazil. Geraldo joined the Brazilian agency in 2012 from Lew’Lara.
In the near term, Geraldo will also partner with fellow Brazilian ECD Joanna Monteiro as acting co-regional creative directors for Latin America. Monteiro joined Giovanni+ Draftfcb in 2012 from Africa Agency.
“The fact that Javi has been recruited from Latin America for an important role in New York speaks to the great strides and the high regard our region has earned in the eyes of the global advertising community,” said Aurelio Lopes, regional president of Draftfcb Latin America. “Like any great leader, Javi has recruited, mentored and inspired great talent in the region to succeed him and they will continue to build upon the very strong example he has set.”
AFTER FURTHER REVIEWS, FDA TAPS DRAFTFCB TO CREATE CAMPAIGNS TO STEM YOUTH TOBACCO USE
January 15, 2013
NEW YORK, N.Y., Jan. 15, 2013 – The U.S. Food and Drug Administration in partnership with Draftfcb New York will create a multi-faceted marketing campaign to keep teens from trying tobacco products and convince those who have tried them to stay away. FDA is preparing to conduct multiple, integrated public health campaigns focused on preventing tobacco initiation and promoting tobacco use cessation among the nation’s youth and young adults. FDA gained authority over the manufacturing, marketing and distribution of cigarettes, cigarette tobacco, roll-your-own tobacco, and smokeless tobacco under the Family Smoking Prevention and Tobacco Control Act signed into law in June of 2009.
FDA recently announced the award of several contracts — including one to Draftfcb — to work with the agency on multi-year campaign efforts to address this pervasive public health problem. Most tobacco use starts with underage youth, who are under the minimum legal age to purchase the products. The creative teams will help FDA to lead comprehensive, evidence-based education efforts to educate people, especially youth, about the dangers of tobacco products. Fees levied on the tobacco industry fund FDA’s efforts.
“As tobacco use is the leading preventable cause of disease, it makes sense that the FDA is targeting kids before they get addicted and suffer insidious consequences,” said Jeff Tarakajian, EVP, group management director at Draftfcb, who led the pitch. “It’s shocking that each day nearly 3,500 kids in the U.S. try their first cigarette, and nearly 1,000 teens who had tried previously become regular smokers. We enthusiastically accept the challenge to stem the tide and knock those numbers down.”
Draftfcb will partner with Fleishman-Hillard on PR, subject-matter experts Danya International, social media pioneer NMS, and Initiative for media buying. The multi-media campaign is expected to break in late 2013 or early 2014.
“Research has proven that public education campaigns reduce the number of illnesses and death caused by tobacco,” Tarakajian added. “We plan to creatively capture the attention of teens between 12-17 to illustrate why they should stay away.”
Gary Resch, EVP and executive creative director at Draftfcb, said two campaigns will be created, one that focuses on prevention and another aimed at getting teens who occasionally use tobacco to stop. “As a dad, this is a job that resonates on a personal level,” Resch said. “Finding creative ways to help kids steer clear of tobacco use and eventual addiction is an effort that really matters.”
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