Case Studies
The following case studies illustrate how we have helped some of our clients.
Aon
Corporation is a leading provider of risk management services, insurance and reinsurance
brokerage, human capital and management consulting, and specialty insurance underwriting.
With headquarters in Chicago, Aon has some 46,000 employees in 600 offices in more
than 120 countries.
Since October 2004, Mediatrack has provided Aon UK with quarterly reports, benchmarking
the organisation against four key competitors. At the start of 2006, the remit was
extended to reflect the profile of the company’s three main divisions: Corporate,
ACW (Aon Consulting Worldwide), and Reinsurance. Specific themes and messages were
then developed and agreed for each.
Mediatrack were tasked with developing the brief to specifically meet Aon’s
objectives in the US with particular focus on the key areas such as financial performance,
intellectual capital and CSR, as well as providing independent and objective information
about the effectiveness of message communication.
Read more...
In
2004 Cheshire & Merseyside was one of 28 Strategic Health Authorities currently
in existence it covered a large part of the North West of England, and encompassed
33 different NHS organisations, including 15 Primary Care Trusts.
As a public sector organisation, it was essential for C&MSHA to ensure that
the public have access to accurate, up-to-date information about the NHS in general
and the SHA in particular. The central communications team was keen to have an ongoing
evaluation that, as well as providing a thorough overview of the SHA’s performance,
was also accessible and relevant to each individual organisation. A key part of
their plan was for each Trust to realise the importance and relevance of evaluation,
and empower them to take ownership of their own coverage and results. The findings
would then be used to form the basis of a successful communications strategy, both
by the central comms team, and the individual PCT’s.
Read more...
The
European Federation of Pharmaceutical Industries and Associations (EFPIA) is made
up of 28 national industry associations from across Europe, as well as 44 leading
European pharmaceutical companies. Since its foundation in 1978, EFPIA has been
striving to foster a favourable environment in Europe for the pharmaceutical industry
in terms of competitiveness in a global environment, innovation, the effectiveness
of its partnerships with other healthcare stakeholders and the many economic and
social benefits that the industry contributes to the region.
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In January 2006, leading defence & security
technology company QinetiQ announced its long awaited flotation, and on 12 February
2006 the company was listed on the London Stock Exchange with a market capitalisation
of £1.3 billion. Billed as Labour’s first privatisation, the float was
inevitably controversial and attracted much media coverage. We were tasked with
evaluating the resulting coverage and its impact on QinetiQ’s overall reputation,
and pinpointing information that would help to inform the media strategy.
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Bird
flu has been one of the most topical and prolific issues covered by the media recently.
Although levels of coverage have reduced, there is still the belief than an influenza
pandemic is inevitable and many public health officials and organisations around
the world remain on high alert.
Much of the press coverage has reported on the perceived problems with the availability
of vaccine should there be an avian flu pandemic, alarming the public about the
world’s ability to prevent or contain a human pandemic. Roche became involved
in the avian flu debate via their anti-viral drug, Tamiflu, which has been propelled
into the media spotlight and became the most talked about antiviral treatment for
influenza in the world.
We have worked with Roche for over five years, providing multi-competitor, multi-country
reports which are used to review media coverage and inform senior management and
the communications team on an on-going basis. As Tamiflu was clearly going to form
a central part in the debates about pandemic preparedness, Roche and Mediatrack
decided a bespoke analysis of coverage about the drug was vital. This would not
only provide Roche with a specific analysis of Tamiflu, but also help the communications
team to see the impact of this coverage on Roche’s overall reputation on a
global level. Read more...
Mediatrack has worked with Unilever since 2004,
providing quick turnaround reports focusing specifically on quarterly financial
results announcements. Our analysis was designed to help the media relations team
to focus on the specific areas which the media were critical about and improve understanding
of some particular issues, thereby improving the coverage over time.
The benefits of this media evaluation were clearly evident and this led to our recommendation
to extend the analysis into assessing the impact of consumer news stories on corporate
coverage, an area which Unilever were interested in understanding and developing
further. We were therefore commissioned to evaluate the factors surrounding the
driving of consumer and corporate/consumer coverage on a quarterly basis against
a selection of peer companies.
Read more...