| MacConnell
Research, located in San Diego’s high-tech corridor, develops,
manufactures and sells high quality, cost effective instrumentation
and related products for molecular biology research.
The
company's primary source of lead generation and brand exposure
is through print advertising in Science and Biotechnique magazines,
two of the highest-profile national publications for the biotech
industry. When MacConnell needed new print advertising materials,
they called on Koenig Creative.
In
the past, one of MacConnell’s most successful ads played
on a current political event. Capitalizing on this approach,
Koenig Creative helped MacConnell develop a new print campaign
that positioned the company’s Mini-Prep 96 instrument
as “The People’s Choice” for plasmid DNA
purification. This concept tied well into the positive excitement
generated by an election year (Bush and Kerry take note).
"Koenig
Creative presented a number of excellent ideas for our new
campaign," stated Bill MacConnell, founder and CEO of MacConnell
Research. "It was difficult to choose a favorite, we really
liked all of the approaches. Ultimately, we felt that readeers
would definitely stop and take a look at this ad. We hope
to see some strong response."
For
more information on MacConnell Research, please visit their
web site at www.macconnell.com
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