College Hill Life Sciences

Case Studies / Ablynx

A Raised profile for Ablynx

Ablynx, the pioneer in the discovery and development of Nanobodies™, a novel class of antibody-derived therapeutic proteins, is fast developing as a 'one to watch' biopharmaceutical company based on the unique potential offered by its Nanobody™ technology. After working for Ablynx for over a year, Northbank stepped up the media campaign in 2006 to raise the profile of the Company and of its Nanobody™ technology, on the back of newsflow around key appointments and pharma deals. The campaign targeted national and international print media and trade publications, with the following objectives:

Objectives

	To raise the profile of Ablynx and increase its perception as a 'maturing' biopharmaceutical company.
	To demonstrate the potential of its Nanobody™ technology as a new class of antibody therapeutics.
	To communicate the developments in the management team to create confidence for future financing.

Methods

Northbank used the opportunity around the signature of four major collaboration deals, the presentation of data at a conference and three key management appointments including Dr. Edwin Moses stepping up to Executive Chairman and CEO to gain both immediate coverage and increase the interest of the media. Northbank provided strategic counsel to Ablynx to ensure the announcements were timed efficiently to both generate and then sustain media interest.

Collaboration deals were announced first, one a week over four consecutive weeks. Key journalists were pre-briefed and were sent the releases a few days in advance under embargo. They were also ‘primed’ with forthcoming news to facilitate more substantial stories and company profiles.

Northbank also used the presentation of data at a conference to issue a more technology-orientated press release and used this opportunity to increase the awareness on Ablynx technology platform.

The three appointments were announced spread over the following three months starting with the appointment of the new high-profile Chief Executive Officer, followed by the company’s first Chief Financial Officer and the new Chief Business Officer. The appointment of the CEO was used to work with he Financial Times for a feature in the supplement at BIO 2006, having already arranged a briefing earlier in the year.

Press releases were sent to more than 200 media contacts and followed up with phone calls to a selective list of journalists, to ensure they did not miss the story. The releases were also posted on the wires to increase pick up. Interviews were arranged with journalists from the trade press and the national newspapers including Reuters, the Financial Times and Scrip.

The releases were supported by a comprehensive media pack that included a fact sheet on the company, on its technology, corporate Q&A and articles featuring the Nanobody™ technology.

Some press release were also translated into Flemish and French and distributed in Belgium. Northbank provided copyediting services for the French versions.

Finally Northbank provided guidance and helped prepare for interviews, and also fielded queries for pictures and materials following interviews.

Results

	The media out reach resulted in over 80 items of coverage during the first half of 2006.
	Ablynx and its Nanobody™ technology was the subject of a half page article with photograph in the Financial Times in the biotech and pharma supplement.
	The series of deals made the 'cover story' of BioCentury and a full page article.
	The CEO appointment was covered by a substantial feature on Reuters, appointments news in the FT and Scrip covered the story with a full page article, which followed face to face briefings.
	Very good coverage was obtained in the business and trade press including, Start Up, SCRIP, Pharma MarketLetter, BioWorld Today, GEN and R&D Focus
	Ablynx was covered by major newswires including Dow Jones Venture Wire, AFX News and Reuters, and online coverage including PharmaLive, BioSpace, Bionity, Select Science, Science Business, CNN Money and Yahoo Finance.
	International coverage was also generated in France and Belgium including Biotech et Finances newsletter and Der Tagesspiegel. Ablynx was featured in an article on antibodies in CNBC European Business magazine.
	The campaign created increased awareness on Ablynx' technology and management.

30 April 2006

To discuss our capability in this area please contact:
Sue Charles, CEO
+44 (0)20 3008 7562
s.charles[at]northbankcommunications.com

Credits
This project was implemented by Sue Charles, Christelle Kerouedan, Hannah Carter and Susan Yu.

	other clients