Executives at The Hughes Group managed to nail down an international medical equipment client based in Lyons, France, without ever leaving St. Louis.

Hughes made its final creative presentation to bioMerieux via a videoconference. The work the French executives saw on the video screen was good enough for them to award their international business to the St. Louis shop. Proximity, obviously, was not an issue for them–Hughes beat out two French agencies and one in Britain.

bioMerieux develops diagnostic systems for medical and industrial use. Hughes’ task will be to raise awareness of the brand name in worldwide medical markets. Ads from Hughes will run in Europe, Asia and throughout North America.

The client has a rich tradition. According to Don Fosher, senior vice president and creative director at Hughes, its founder was an associate of Louis Pasteur.

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