Brogan Gets Federal Contract

Less than two years after opening an office in the Southeast, Brogan & Partners Convergence Marketing has won an$18 million federal contract.

The Cary, N.C., offshoot of Detroit’s Brogan & Partners will produce and market the special-interest publications of the National Institute of Environmental Health Science, including EHPonline and its monthly print journal, Environmental Health Perspectives.

The agency will also promote related special editions such as a quarterly Chinese-language version, one focused on children’s health issues and EHP Toxicogenomics, a new publication launching in 2003. Media planning and buying will be shared by B&P’s Cary and Detroit offices.

The client, one of the Washington, D.C.-based National Institutes of Health, is located in Research Triangle Park in Raleigh, N.C.

Sources said at least three agencies participated in the review process, including incumbent OCR Services, a Gaithersburg, Md.-based management company that handled the journal’s production and design duties at its Research Triangle Park facility. About 20 OCR staff members will join B&P.

According to Brogan partner and manager Jim Tobin, B&P in Detroit brought a strong history of state governmental work to the table. This assignment is the agency’s first federal contract.

“We came here with no clients and the concept that the Raleigh-Durham area seemed to match our target industries—b-to-b, tourism, economic development and health services,” Tobin said. “This is a big step for us. It cements our presence here and we hope to use it to continue to help us grow.”

Advertising, primarily direct mail and print efforts, will target scientists, environmental advocacy groups, clinicians, physicians and pediatricians.

“It’s a broader publication than people realize,” said Tobin, comparing the journal with more well-known publications such as Science and Nature. “It’s a niche product, but the niche is wide.”

Increasing circulation is one of the initiatives of the five-year contract, said Tom Goehl, lead scientist and acting editor-in-chief of EHP.

“When I got into the editing area, my feeling was that the journal stood on its own merits and we didn’t need to advertise. But like everything else, people need to know about you,” said Goehl. “Marketing allows you to accelerate the building of your journal.”