|
Ablynx - Media Relations and Corporate Awareness
 Ablynx is a Belgium-based biopharmaceutical company engaged in the discovery and development of Nanobodies®, a novel class of therapeutic proteins based on single domain antibody fragments. Northbank provided communications counsel to Ablynx in its PR and communications from 2005 to 2007. The PR programme was honed and developed as Ablynx evolved from an early stage company to an IPO-ready company with its lead product in the clinic.
Objectives
- To develop key messages around Ablynx' unique and patented Nanobody® technology
- To develop a profile for the Company amongst key audiences to support its corporate, financial and business development goals. In particular to:
- Create interest from pharma in partnering with Ablynx
- Ensure Ablynx' investment proposition was well understood in the venture capital investment community to facilitate successful financings at an attractive valuation
- Position the Company as "IPO-ready" and attractive for public investment at the appropriate time
- Attract quality employees and position Ablynx as an attractive employer
- To position Ablynx as a leading biotech company, locally and on the global stage
Our Approach
- Conduct a message development programme and competitor analysis, in order to develop a set of core messages that could be consistently applied in all materials and in the media relations programme
- Clarify position with regards to intellectual property messages and in particular strengthen messages around Ablynx' Hammers patents and its leadership position in the Nanobody® field
- Communicate the specific and competitive benefits of Nanobodies® as a new class of drug - "beyond antibodies"
- Establish both the Ablynx and Nanobody® brands
- Develop a personality for the company around its technology - single chain domain antibodies derived from llamas, through selective use of strong llama photography
- Built strong media relationships with key publications to maximise "on-message" coverage around key announcements, and to gain profile exposure
- Through newsflow management, communicate Ablynx' development and achievements. In particular to communicate its management appointments, its pharma deals and successful financings
Results
- Article placements in Scientific American and Scrip Magazine: positioned the technology and its potential for a new class of drugs
- One-to-one meeting with Reuters European correspondent, Ben Hirschler, with regular coverage
- One-to-one meeting with Scrip editor, John Davies, achieved a full page profile of CEO and regular news coverage
- Interview with Financial Times Science correspondent, Clive Cookson, and follow up achieved a half page article including Ablynx' llama photo in the issue circulated at BIO 2006
- Interview with Financial Times Science correspondent, Clive Cookson, and follow up achieved a half page article including Ablynx' llama photo in the issue circulated at BIO 2006
- Excellent news pick up in local, trade and Internatioanl media and wires including AFX, American Venture Magazine, BioCentury, BIOforum Europe, BioPartnering Today, Biotechnologies & Finances, BioWorld Financial Watch, BioWorld Today, Chemistry and Biology, CNBC European Business, CNS Drug News, De Tijd, De Standaard, Der Tagesspiegel, Die Welt, Dow Jones Venture Wire, Drug Discovery and Development, European Biotechnology News, Financial Times, Financial Times Deutschland, GEN, GIT Labor-Fachzeitschrift, Handelsblatt, Het Nieuwsblad, Le Soir, Les Echos, Nature Biotechnology, New Drugs, Pharmafocus, Pharma Marketletter, Pharma Times, PMlive.com, Red Herring, Reuters, SCRIP, Small Times, sp2, the Deal, The Times, Tornado Insider
Client Endorsement
Dr Edwin Moses, CEO of Ablynx, commented: "On behalf of Ablynx we would like to thank you for all you have done for the company and for the extremely professional way you have handled our account."
February 2007
To discuss our capability in this area please contact:
Sue Charles, CEO
+44 (0)20 7268 3248
s.charles[at]northbankcommunications.com
Credits
The account was directed by Sue Charles. The account team included Adam Michael, Dr Christelle Kerouedan, Tony Stephenson and Holly Griffiths.
|
