COMPANY CHANGES IMAGE, HIRES AGENCY
By Adnews Staff
IAF-Biovac of Laval, Quebec has changed the focus of the company and hired an agency last month to help promote its new strategy. The company hired Lacroix-PNMD of Montreal without a review to handle corporate and product advertising. IAF knew of other work the agency has done. The company was known as a research and development company, making its products available mainly through distributors. Now it wants to be known as more of a marketing organization. Previously, advertising was handled in-house. Lacroix-PNMD will launch a corporate image campaign for the company by the fourth quarter of the year. IAF makes immunization products such as Fluviral, Pacis and BCG. In the next 18 months it will introduce four new product lines. Lacroix-PNMD was also recently given the Diagnocure Inc. of Quebec City business. The agency won the account without a review. Diagnocure knew of work Lacroix-PNMD has done in the past. Diagonocure is a new biotechnology company. It makes a diagnostic system for the detection of bladder cancer. Lacroix-PNMD will launch a campaign for the system in the third quarter of the year.