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Crossmark develops BrandMasters for experiential marketing solutions

BY Antoinette Alexander

PLANO, Texas – Crossmark, a sales and marketing services company in the consumer goods industry, has formed BrandMasters, a new experiential marketing agency that will aim to provide turnkey solutions for brands to create meaningful shopper experiences through personal engagement.

BrandMasters was developed to meet the growing need among consumer goods brands to influence shoppers on the path to purchase, according to Crossmark. Services will address all phases of experiential marketing, from shopper insights to turnkey execution and measurement of programs ranging from in-store product sampling to outside events and digital engagement.

“Today, as brands face challenges in connecting with their consumers and shoppers, it’s become more critical than ever for a brand to deliver a message to its target audience that is relevant to them as individuals,” said Crossmark CEO Joe Crafton. “People connecting with people is the most powerful means of influence, and BrandMasters connects brands with consumers along the path to purchase through personal engagement in-store and out of the store,” he said.

CROSSMARK will leverage its position as an in-store marketing service, including in-store events through its NCiM division and Shopper Events joint venture. In addition, its field Intelligence group is the largest in-store data collection force in North America. There is synergy with Twin Oaks, Crossmark’s shopper marketing venture with industry leader MARS Advertising, the company stated.   

BrandMasters will develop turnkey, national programs for consumer goods brands and services will include coordination of retailer-contracted event execution companies such as NCiM and other retailer event agencies.

Ed Hoehn, most recently VP of client services at Mosaic, has joined BrandMasters as SVP of marketing services. Having spent the last 13 years in the agency business, Hoehn has developed experiential solutions for more than 35 brands such as Microsoft, HP, Sony, Sharp and Verizon. Hoehn will lead the agency’s efforts in providing turnkey experiential marketing solutions for consumer goods clients. “Our approach is uniquely positioned to add value. We have built a platform on the strengths of Crossmark and added experiential marketing expertise. The platform includes proprietary data and analytics, retail expertise, exceptional field talent, and strong relationships with retailers and consumer goods companies. Adding experiential strategy, design and management allows us to build and execute smart programs to drive tangible results for clients,” stated Hoehn.


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MinuteClinic, Barnabas Health in New Jersey ink clinical collaboration

BY Antoinette Alexander

WOONSOCKET, R.I. and WEST ORANGE, N.J. — CVS Caremark’s MinuteClinic and Barnabas Health in New Jersey have signed a clinical collaboration to enhance access to healthcare services in Monmouth and Ocean counties.

Under the agreement, Barnabas Health physicians will serve as medical directors for three MinuteClinic walk-in medical clinics inside select CVS/pharmacy stores in Jackson, Manalapan and Marlboro, N.J. In addition, MinuteClinic and Barnabas Health will collaborate on patient education and disease management initiatives and will inform patients of the services each provide.

Barnabas Health will accept patients who need a level of care that is not provided among MinuteClinic services. Signage at MinuteClinic locations will inform patients that each site has an affiliation with Barnabas Health.

The Barnabas Health system in Monmouth and Ocean Counties includes: The Children’s Hospital at Monmouth Medical Center and Monmouth Medical Center in Long Branch; Community Medical Center, the Pediatric Subspecialty Center, and Barnabas Health Behavioral Health Center, all in Tom’s River; Kimball Medical Center in Lakewood; and a network of more than 4,600 physicians and 18,200 employees in New Jersey.

"MinuteClinic joins Barnabas Health in its commitment to provide the highest quality medical care to the people of Central New Jersey with a focus on reducing costs and increasing accessibility to health care services," stated Andrew Sussman, president of MinuteClinic and SVP/associate chief medical officer of CVS Caremark. "As we have experienced elsewhere in New Jersey and in other communities in the U.S., strategic clinical affiliations between MinuteClinic and major health systems such as Barnabas Health enhance our ability to offer medical services to patients in convenient retail locations near where they live and work."

"Our new clinical collaboration with MinuteClinic is an exciting initiative that advances our mission to heal while focusing on innovative prevention and wellness programs," stated Barry Ostrowsky, president and CEO of Barnabas Health. "Barnabas Health facilities are among our communities’ strongest resources. MinuteClinic walk-in medical clinics provide accessible, high quality centers for promoting the health of our neighbors. Together, our partnership in Monmouth and Ocean Counties will enrich the health care that is offered to all."

MinuteClinic and Barnabas Health will begin to work toward fully integrating electronic medical record systems to streamline communication around all aspects of each individual’s care. With patient permission, MinuteClinic will electronically share medical histories and visit summaries with other Barnabas Health locations in Monmouth and Ocean Counties. In the meantime, MinuteClinic will continue its standard practice of sending patient visit summaries to primary care providers via fax or mail, typically within 24 hours, with patient consent.


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Kleenex delivers a gesture of care

BY Jason Owen

DALLAS — In the height of the one of the worst flu seasons in recent years, Kleenex is hand-delivering care packs to unsuspecting fans all across North America. Three fans will receive what could be the surprise of a lifetime.

 

Kleenex brand has ignited what they call a “Gesture of Care” movement, and are surprising a total of 84 people across the country with in-person deliveries of its care packs, complete with Kleenex facial tissue, lip balm, hand sanitizer and a plush blanket — essential items to aid recovery this cold-and-flu season. Eighty-one of these surprise deliveries will be made by local couriers, but three will be made in-person by celebrities, the first coming from host of TV’s “Dancing with the Stars,” Brooke Burke-Charvet.

That’s what happened to Los Angeles resident Ingemar Hulthage, who on Jan. 23, while recovering from a bout of the flu, answered his door to find Ms. Burke-Charvet standing there to present him with a Kleenex care pack. "I was completely overwhelmed and pleasantly surprised to see Brooke at my door,” Hulthage said. “The surprise was such a nice gesture, and the Kleenex Care Pack definitely will help me get through this tough cold-and-flu season.”

Hulthage was nominated by his fiancé, who visited Kleenex’s Facebook page. Hulthage was chosen at random from a list of the nominations. The contest runs through April 7, and two more lucky fans in Atlanta and Chicago will have the opportunity to receive the added joy of the celebrity care pack delivery from surprise celebrities.

Every year, more than 62 million cases of the common cold are reported in the United States, according to the National Institute of Allergy and Infectious Diseases. Kleenex hopes to ease the displeasure for a few lucky individuals. "It warms my heart to have the opportunity to bring someone a little extra comfort during one of the worst flu seasons I can remember," Burke-Charvet said. "I encourage everyone to get involved by visiting the Kleenex Facebook page and nominating your own friend. Who knows — another celebrity could be knocking on your door next!"

CORRECTION: An earlier version of this article said Ms. Brooke Burke-Charvet would make all three celebrity care pack deliveries, but she only delivered the L.A. care pack. Two other celebrities will deliver the care packs in Atlanta and Chicago. We apologize for the error.


 

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