DDB to Bow Corporate Brand Effort for Cardinal

DDB is working on Cardinal Health’s first integrated brand campaign, pushing a message of innovation, integration and partnership, a client representative said.

Plans call for the business-to-business branding effort, which will include radio, print, direct and online advertising, to launch early next year and run through the end of June, said Lisa Kim, the Dublin, Ohio-based company’s vp of corporate communications.

DDB Chicago was awarded the business last week, following a review that included five other competitors, Kim said. Cardinal is a distributor of pharmaceuticals and medical supplies that has grown through acquisitions and is now attempting to forge a single corporate identity.

DDB presented creative samples and a strategy and showed an understanding of the business, Kim said. “We were also impressed with their experience with high-growth market leaders,” she said.

The search lasted for several months and was based more on discussions than a formal review, said Ray Gillette, DDB Chicago president.

A new logo has been created with the help of brand consultancy Enterprise IG in New York. A tagline is being developed by DDB.

“Our purpose companywide was to have a brand focus and common strategy to send off a common message to our customers,” Kim said.

Cardinal had neither a previous corporate tagline nor an outside agency to handle its marketing, Kim said. Most of Cardinal’s companies used their own taglines and either handled advertising in-house or through an agency.

Kim declined to disclose proposed spending.

Cardinal, which has made more than 20 acquisitions in the last two years, has 50,000 employees on five continents and more than $44 billion in revenue.

Cardinal’s companies include Allegiance Healthcare, BLP Group, CORD Logistics and Magellan Pharmaceutical Development.