Newton’s Shift

Newton’s Shift

William Gallagher Expands

Expansions: David Fried

Showcased in Philly

Give a Loan Get a Loan: Creative Business Decisions

More EDA Grants

New in Town: Zee TV

Contracts Awarded: Expert Plan


Route 1 Upgrade: Lights Gone At Nassau Park

Corrections or additions?

These articles by Barbara Fox and Preeti Bhattacharji were

prepared for the October 20, 2004 issue of U.S. 1 Newspaper. All

rights reserved.

Life in the Fast Lane

Top Of Page
Newton’s Shift

In what is termed "an amicable ending of the merger" the crew from

Gravity Shift who had joined Debra Newton to form Newton Gravity Shift

have left to go off on their own again. Pete Sandford and Bob

Christensen opened their new company, NX Level, on Hamilton Avenue in

Hopewell. They took five people with them, including Andy Kienzle and

Jeff Sheard.

Sandford and Christensen’s first company, RAC Productions, was founded

in 1987. They changed the name to Gravity Shift after moving to Nassau

Street, and they merged with Newton’s company two years ago.

"It was a good experience," says Sandford of the time spent as a joint

firm, "but we decided to head into different directions. Pharma was

clearly a majority of the Newton Gravity Shift business, but at the

time of the merger we had 40 percent nonhealthcare." NX Level will

continue to work with health, but also with financial and educational

organizations, focusing solely on learning solutions.

Using the tagline "fully engaged learning" NX Level will use "rich

media" (made possible by broad bandwidth) to create high end media

technology with solid instructional design, based on academic research

principles. The concept of "fully engaged learning" has been oversold

as a cost effective means to deliver information, says Sandford. Now

that everyone in the corporate community has enough bandwidth, the

learning programs can be more enjoyable.

Among NXLevel’s learning services are the creation of complete

corporate learning strategies, technology consultation and

integration, and individual courses for existing learning

infrastructures. Its courses range from new employee orientation and

sales training to externally focused training such as Continuing

Medical Education (CME) for physicians. NX Level also partners with

leading subject matter experts to author off-the-shelf courses for

industry-wide use in such markets as pharmaceutical, financial,

government, and education.

Though most products will focus on technology-based learning, the

company could also cloak marketing as consumer education. "We wanted

to leverage the creative bandwidth for simulations and scenarios to

take E-learning to the next level," says Kienzle.

Several former clients have been labeled as "noncompetes," but, as

Sandford says, "we agree it is a fair and open market, and new

business is new business."

NXLevel, 57 Hamilton Avenue, Suite 300, Hopewell 08525.

609-466-2828; fax, 609-466-4322.

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Newton’s Shift

Debra Newton founded her firm in 1991, and when she moved from

Lambertville to Pennington Road in 2000, she tripled her space. In

2002, at the time of the merger, Newton Interactive had 50 employees

and had won all kinds of fast growth prizes.

Newton’s new firm is called NewtonEdge. "We wanted to stay within our

core focus of pharmaceutical and biotech," says Newton of the

de-merger. "NewtonEdge will continue to provide our clients innovative

and creative solutions by using sound instructional design principles

and the delivery of blended learning and communications solutions."

Specialties include E-communications and building original technology

application infrastructure that will allow companies to build and

maintain their own websites. Clients have included Bayer,

Bristol-Myers Squibb, and Pfizer, and recent clients are Genentech in

California, MedImmune in Maryland, and Forest Labs in New York City.

NewtonEdge, 2425 Pennington Road. Debra Newton, president.

609-818-0025; fax, 609-818-0045.

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William Gallagher Expands

Managing your company’s risk means more than just buying a "slip and

fall" insurance policy. It might involve insuring your board of

directors against bad decisions or bankruptcy filing, protecting your

intellectual property, or taking precautions to be sure you comply

with the SEC requirements when your company goes public.

Michael Andersen, executive vice president at the Forrestal Village

office of William Gallagher Associates, aims to take care of all the

property and casualty worries for technology companies. "We do the

whole package – insurance brokerage, risk management, and employee

benefit services for companies with complex risks," says Andersen.

His Boston-based firm covers the technology sectors: life sciences

(biotech, pharmaceuticals, medical devices), high tech (software,

hardware, Internet, telecommunications), energy, and financial

services. Among his Princeton area clients are NexMed, Ocean Power

Technologies, Wave Systems, NanoOpto, Osseus, and Envirogen. With 175

employees and $35 million in revenues last year, it has other offices

in Atlanta, Georgia; Columbia, Maryland; and Paris, France. Last year,

to celebrate its 20th anniversary, the company raised $25,000 for the

New England chapter of the National Association of Autism Research.

Andersen has had his office in shared space at HQ for five years and

has just moved his eight-person office upstairs, in the same Village

Boulevard building, to 4,000 square feet on the third floor. "We

needed our own space," says Andersen. "The advantages of a shared

office become disadvantages once you get past five or six people."

William Gallagher, the founder, started off as a broker but founded

this life sciences specialty company in 1983. "It was the infancy of

the biotech industry and it was a largely ignored sector of the

business," says Andersen. "He took a chance on biotech and developed a

niche. We started to work on high tech in the early 1990s. Today high

tech and biotech account for 75 percent of our company’s revenue."

Andersen grew up in Bridgewater, where his father worked in the

insurance industry and his mother was a nurse. He majored in finance

at Fairfield University in Connecticut, Class of 1985; he is married

to a physical therapist, and they have four school-age children, three

boys and a girl.

His first job was for an insurance company, and then he was risk

manager for a technology firm in Florida and for Schering-Plough in

Madison. (In large companies, risk managers handle all the insurance.)

Andersen joined the Boston office of Gallagher in 1996 and opened the

Princeton office in 1999.

"Too often," says Andersen, "the purchase of insurance is the last

step in the process of founding a company. The value the broker brings

is to help the entrepreneurs understand what their exposures are, to

identify the exposures, and present various ways to finance the

risks." Securing the insurance to protect the exposure is the last

step, he says.

"But a lot of smaller companies view insurance as a purchase

transaction. As they grow, they realize that they need a broker who

understands their business, someone who, from startups to publicly

traded companies, has been through it all. Someone who, as they start

growing, can educate them as to their exposures to loss and make

available the various risk transfer mechanisms."

For example, take the company that wants to go public. "Your exposures

go from 0 to 100 when you become a public company," says Andersen.

"Now the board is exposed to personal liability."

Recent scandals have brought public attention to the need to protect

the board of directors with directors and operators (D&O) insurance.

"But CFOs have always paid attention," says Andersen. For publicly

traded companies, these policies sell "in the high six figures."

As a broker, he sells policies from any insurer, including Lloyds of

London, AIG Chubb, St. Paul, Travelers, Genesis and Axis. His

competitors include Marsh, Willis, and Aeon, but he does not

necessarily go after their business. "We identify the companies that

fit our sweet spot," says Andersen. They include publicly traded

firms, venture capital firms, and biotech or high-tech companies in

his region, including the Princeton corridor. Typically his first

client is the venture capital firm, to whom he sells errors and

omissions insurance. "Then they introduce us to their portfolio


His newest client is based in Germany and opened its American office

in Princeton. It had been traded on the Frankfurt exchange, and then

it went public in the United States, at about the same time it moved

from 1,500 square feet at Deer Park Drive to more than 8,000 feet at

101 College Road, where it has three dozen employees.

How did he get GPC Biotech as a client? Through a client in Cambridge.

GPC was nominating the client to join the board. "My client asked them

who was handling the D&O insurance."

"We did their IPO," says Andersen. "The management liability insurance

that they needed for the exposure on the German exchange was far less

than what they would need here. This is a litigious society, and the

SEC requirements are stringent."

William Gallagher Assoc., 116 Village Boulevard, Princeton

Forrestal Village, Suite 310. Michael Andersen. 609-734-7435; fax,


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Expansions: David Fried

David Fried, owner of an outsourcing firm Adminasource, is in the news

this week, both for political and business reasons. As a former mayor

and committeeperson in Robbinsville, he favors changing to the form of

government to allow for an elected mayor in that town. He also drew

headlines because an acquisition deal went sour. He had planned to buy

Northfield-based HR Solutions, a company similar in size to his, with

a similar mission – outsourcing for insurance brokerage and benefits

administration, payroll and tax services, and human resources.

"Due to some significant problems with HR Solutions, we have acquired

only the client list," says Fried. "We have picked up 70 of the

customers that wanted to stay with us, but the acquisition is off."

Typically Fried’s clients are small to mid-sized companies with from

20 to 250 employees, and they need back-office support. He claims that

as an administrative service organization (ASO) his services cost 20

to 50 percent less than traditional payroll and staff outsourcing

companies or a PEO (professional employer organization that puts the

workers on its own payroll).

The son of an entrepreneur, Renee Dale, the founder of Force II

Personnel, he majored in political science at Glassboro (now Rowan),

Class of 1989. He started his first outsourcing firm, HRA, in 1992. "I

literally leveraged everything I had. I put most of the company on

credit cards and off I went," he says. In 1998 he sold a minority

interest to HR Logic, a Boston-based firm owned by Fidelity Ventures,

the venture capital arm of Fidelity Investments, and Patricof & Co.

Ventures. It grew to $40 million in revenues, 100 employees, and was

number 20 in the Inc. 500 list. Then Fidelity Investments acquired the

whole company and moved operations to Boston, where it operates as

Fidelity Employer Service Company.

"When I left HRA I took some time off," says Fried. "I got married,

ran for office (committee man in Robbinsville, with a two-year term as

mayor), and had kids." Jobs with large companies required significant

travel, and Fried "wanted to work close to home." So again he started

his own company in early 2002. It is similar but not the same to HRA.

"We used to employ people for other people. Now we do payroll, HR,

benefits, and we are one of the few who do all three."

He recently expanded to 4,000 square feet in the same building at 1

Washington Boulevard. Currently he has $2.5 million in revenue, about

5,000 clients, and 26 employees. He and his wife, who is chief

financial officer of the company, have two children under two, and she

works at the Adminasource office part time. Their home is near the

office, and they go home for lunch.

""I will continue to do acquisitions and open our own offices," says

Fried. "I really enjoy building larger companies. This is all I’ve

ever done."

AdminaSource Inc., One Washington Boulevard, Suite 5,

Robbinsville 08691. 609-918-2668; fax, 609-918-2664. Home page:

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Showcased in Philly

The Mid-Atlantic Venture Conference, staged by the Greater

Philadelphia Venture Group, showcases companies in the Mid-Atlantic

region and attracts more than 300 investors nationwide. Scheduled for

Monday, October 25, at 6 p.m. through Wednesday, October 27 at the

Pennsylvania Convention Center, it features 54 companies, and four of

them are from Princeton. Cost: $650 for one day or $1,500. Call


The Princeton firms at the venture conference:, 800 Silvia Street, American Enterprise at Ewing,

Ewing 08628. Glenn Paul, founder. 609-434-0340; fax, 609-434-0344.

Home page:

Glenn Paul’s dotPhoto is an angel-funded online digital

photo-processing site that went live four years ago. Its vertically

integrated, digital-to-chemical printing process allows it to offer

the most competitive print prices on the web. Currently it allows

members to voice-annotate photos with a standard PC microphone. Users

can also share photos on new color cell phones (

and customers can buy and sell images online.

A 1979 Princeton University alumnus, Paul had co-founded Clancy-Paul

Computers, a $35 million New Jersey hardware distributor that was

purchased by ValCom Corporation (later InaCom) in 1988. He also

founded QwikQuote Development, a sales automation software company at

the Straube Center.

Linguagen, 2005 Eastpark Boulevard, Eastpark at Exit 8, Cranbury

08512. F. Raymond Salemme, CEO. 609-860-1500; fax, 609-860-5900. Home


Linguagen is working on the molecular biology of taste signaling for

the flavor industry, to solve problems associated with bitterness,

excessive saltiness or sweetness and to commercialize products and

systems that are developed. Linguagen selectively eliminates the

perception of bitterness so that fewer additives, such as sugar and

salt, are needed.

The company has 25 employees in 5,000 square feet formerly occupied by

Epigenesis. Raymond F. Salemme joined the company as CEO last June,

replacing Shawn M. Marcell, who has been serving as acting CEO and who

is currently COO. Scott Horvitz is the CFO. Salemme joins Linguagen

from 3-Dimensional Pharmaceuticals, a company he founded in 1993, took

public in 2000, and sold to Johnson & Johnson in 2003. With a

molecular biophysics degree from Yale and a doctor’s degree from the

University of California at San Diego, he has been a co-inventor of 21

U.S. patents.

Onconova Therapeutics, 993 Lenox Drive, Suite 200, Box 7693,

Princeton 08543. Stanley Bell MD, director, drug discovery.

609-844-7735; fax, 609-844-7736. Home page:

Onconova is a virtual company based at shared offices on Lenox Drive,

where Daniel Fox is the project manager. The founder, E. Premkumar

Reddy, directs Temple University’s Fels Institute for Cancer Research

and Molecular Biology, and he is the co-inventor of the most

successful commercial diagnostic test for AIDS.

Reddy developed the cytoprotective drug discovery platform on which

Onconova aims to build. The company is pursuing a diversified oncology

program in these areas: medicinal chemistry, cell cycle molecular

biology, drug development expertise and cancer-related genomics


Transave Inc., 11 Deer Park Drive, Princeton Corporate Plaza IV,

Suite 11, Monmouth Junction 08852. Claire Strupinsky, manager of

corporate administration. 732-438-9434; fax, 732-438-9435. Home page:

Transave is doing research on drug delivery for the treatment of lung

diseases. It began at Princeton Corporate Plaza and currently has 22

people in 12,000 square feet.

Two of its three current products are formulations of off-patent drugs

with toxicity problems, and Transave’s method of administration might

help them to be more widely used. One product is in Phase II clinical

trials and the other was due to enter Phase I/II clinical trials this

year. The third product, a gene for lung cancer, works best if it is

delivered by Transave’s technology. Supported by an NCI grant, it is

scheduled to begin toxicology studies this year.

Co-founder and CEO Frank Pilkiewicz had worked at Bristol

Myers-Squibb, Liposome Company (now Elan), and OncoTherapeutics (now

Biomira USA). Co-founder Roman Perez-Soler, chief medical advisor, is

chairman of medical oncology at Albert Einstein College of Medicine

and the Montefiore Medical Center. He spent over 15 years at the M. D.

Anderson Cancer Center, and his research centered on the development

of liposomal antineoplastic compounds.

Anne VanLent, the CFO of Barrier Therapeutics on College Road and a

former vice president at Sarnoff Corporation, is on the IPO panel at

the Mid-Atlantic Venture Conference’s breakfast program on Wednesday.

Among the other keynoters are Jonathan Tisch, CEO of Loews Hotels and

author of "The Power of We," and Stephen Starr, known for his $100


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Give a Loan Get a Loan: Creative Business Decisions

Creative Business Decisions, a credit scoring company on Roszel Road

that focuses on efficient ways to approve people for loans, has scored

a loan for itself. It gets $361,000 from the New Jersey Seed Capital

Fund, part of the nearly $65 million in tax credits, investments,

low-cost loans, and incentive grants that the New Jersey Economic

Development Authority awarded high tech businesses last month.

"It was difficult," says Harbir Ransi, CBD’s director of product

development who did the paperwork for the loan. A computer engineer

from the University of Delhi, Class of 1980, he also has a law degree.

"We went through a grind. But we learned quite a few things and got to

know quite a few people in the government, and this always helps."

Ransi says he had been unaware of all the different "helps" that the

government provides.

CBD was founded 21 years ago by Pat Nanda, who has a PhD from the

University of Wisconsin. In the 1980s Nanda saw how inconsistent the

lending rules were within an institution, and bad loans were sending

major banks to foreclosure. He founded CBD to use custom-built

empirical and behavioral scoring models to increase the lender’s


Though it has competitors, such as the much larger Fair Isaacs, CBD

may be unique in having both the expertise and models to develop

custom models for scoring both individuals and companies. Nanda’s

statistical models have applications in the areas of new account

evaluation, tracking the behavior of existing accounts, and

prioritization of collection activity. Clients include American

Express, Bank of New York, Citibank, Lacks Furniture, Mercedes Benz,

and Zales Jewelers.

CBD has nine employees plus numerous at-home and on-location

consultants. It hires occasional data entry workers for big jobs, but

the four permanent positions it is hiring – the ones that qualified

the company for the seed capital loan – are a handful of software

developers and managers familiar with .Net and Java. They will be

working on CBD’s new risk management software to make credit scoring

easier, faster, and cheaper.

Car loans, for instance, should not depend only on a credit report,

says Ransi. "Credit reports are flawed and don’t take everything into

account," he says. "If you were recently laid off and haven’t paid

bills a couple of times, or if you are a recent immigrant, you may be

a very good prospect, but you will be rejected."

To account for such factors, credit reports get analyzed by a

complicated process. Major financial institutions, like banks and big

mortgage companies, buy software and scoring models for about

$100,000, but the smaller companies have had to rely solely on the

credit report and have been losing potential customers. CBD’s software

will be a low-cost – even a no-cost or profitable alternative. These

web-based software products are used with existing scoring models or

standardized scorecards.

"The lenders pass the cost to the customers," says Ransi. "We process

the application and charge them $3 to $10, and the lenders charge $15

to $20."

The process of obtaining a Seed Capital Loan, says Ransi of CBD, was

like taking a crash course in how to work with the government. "There

are so many things that the government provides," he says, "and we did

not know about them."

Creative Business Decisions Inc., 12 Roszel Road, Suite A 102,

Princeton 08540. Pat Nanda, president. 609-452-9551; fax,

609-452-0614. Home page:

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More EDA Grants

The Seed Capital Loan offered to Creative Business Decisions

represents a tiny percentage of the $65 million disbursed by the EDA

last month. The bulk of the money, $60 million, will go to 231

companies that have yet to turn a profit: In the sixth year of the

Technology Transfer Tax Credit program, they sell tax credits for

their operating losses to more profitable firms for at least 70

percent of their value.

The next biggest amount, $1.25 million in Springboard Fund II

Financing, is shared by five businesses. Each gets $250,000 in

recoverable grants to get products or processes ready for market. The

monies get paid back only when revenues are made, and repayment can

take as much as seven years. Three of them are in Central New Jersey:

Nanonex, 1 Deer Park Drive, Princeton Corporate Plaza, Suite O,

Box 3347, Princeton 08543-3347. Larry Koecher, chief operating

officer. 609-683-3973; fax, 609-683-3974. Home page:

Based on the work of Stephen Chou of Princeton University, the company

has a complete line of nanoimprint lithography (NIL) technology

solutions, including tools, resists, masks, and processes.

Princeton Power Systems Inc., 501 Forrestal Road, Forrestal

Campus, Suite 211, Princeton 08540. Darren Hammell, CEO. 609-258-5994;

fax, 609-258-7329. Home page:

Founded in 2001 by recent Princeton alumni, the eight-person company

develops patented electric power conversion technology for variable

speed motor control, power quality, renewable and distributed

generation applications – to increase energy-efficiency and

productivity in industrial and commercial markets.

Software International Inc. (WII), 1 Executive Drive, Suite 210,

Somerset 08873. Sunel Sawant, CEO. 732-302-9001; fax, 732-302-9008.

Home page:

The six-year-old company went public last April (trading on the OTC

bulletin board for now) and will use its $250,000 Springboard grant to

develop a case management system for customer relationship management

(CRM), initially targeting the legal and insurance industries, and the

healthcare industry in the future. Current product-specific consulting

services include customer value management, equity trading, Sarbanes-

Oxley solutions.

Another $1.7 million is expected to be given out in Business

Employment Incentive Grants to three expanding companies (none in this

area) that might move into or expand in the state.

Yet another boost is the EDA’s contribution of $500,000 to a $2.04

million Sun National Bank loan to QPharma LLC – the EDA guarantees 40

percent of the loan. Qpharma, which currently has its headquarters

with Accumed on Brunswick Pike, makes prescription generic nasal spray

formulations and oral liquid products, and it will use the money for

equipment and working capital.

QPharma LLC, 2572 Brunswick Pike, Lawrenceville 08648. Burgise

Palkhiwala. 609-883-1818.

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New in Town: Zee TV

Zee TV, 14 Washington Road, Building 5, Princeton Junction

08550. Renu Mann, manager. 609-750-9682; fax, 609-750-9684. Home page:

For South Asian Americans throughout New Jersey, Zee TV offers a

glimpse of home. The India-based television company markets its South

Asian programming through its Princeton Junction office.

Since its founding in 1992, Zee Network has launched Zee TV in more

than 80 countries, offering South Asian serials, sports, and news in

English, Hindi, Gujrati, and Punjabi. Capitalizing on the success of

Zee TV, Zee Network launched Zee Cinema, which offered Americans a

selection of the most popular "Bollywood" movies. Additional channels

have been created since, including Zee News, Zee Music, Zee English,

and Zee MGM.

Yet Zee TV is not the only company tapping into the central New Jersey

demand for South Asian programming; channels such as Bollywood For You

are providing additional options for customers, while America-based

companies such as TV Asia and Sony Entertainment Television (SET) are

providing fresh competition for Zee TV. Customers can contact their

cable and satellite providers to create a South Asian package, ranging

in cost from $15 to $50 per month.

-Preeti Bhattacharji

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Contracts Awarded: Expert Plan

ExpertPlan, 50 Millstone Road, Windsor Corporate Park 400, Suite

100, Cranbury 08512. Tim O’Brien, CEO. 609-918-2500; fax,

609-918-1328. Home page:

ExpertPlan, a web-based application service provider for

Internet-based retirement planning services, has landed $8.275 million

in venture funding led by the Argentum Group and First Analysis.

Founded in by Winthrop Cody in 1999, the firm has grown its revenues

by a factor of 12. It has alliances with more than 60 mutual fund

companies and more than 70 private label partners.

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Family Guidance Center Corporation, 1931 Nottingham Way,

Hamilton 08619. Mark Lamar MSW MBA, executive director. 609-586-0668.

Home page:

Family Guidance Center Corporation has officially opened the office

for its headquarters and its Consumer Credit Counseling Service in

Hamilton. The site of its former home, next to Wild Oats on Nassau

Street, is under construction.

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Route 1 Upgrade: Lights Gone At Nassau Park

If you suddenly notice your co-workers from the south arriving a few

minutes earlier than usual in the morning, credit the state Department

of Transportation. After facing some unforeseen delays in its plan to

remove the traffic lights on Route 1 at Nassau Park, the DOT earlier

this month announced that it was investing an additional quarter of a

million dollars to accelerate the most important part of the project

from the point of view of Route 1 commuters. The immediate result:

Removal of the lights last Tuesday, October 12, and an immediate sigh

of relief for rush hour motorists.

Early this week U.S. 1 sent a few of its drivers back on the road to

recreate the traffic survey that was printed in the September 29

issue. The results: Improved times in all directions in both the

morning and the evening.

The limited sampling showed an overall average of nearly two minutes

quicker than U.S. 1 recorded in the survey less than a month ago.

Meanwhile, the DOT is pressing ahead with the rest of its project,

hoping to have the bulk of it done by its original completion goal of


By the second week in November the DOT expects that motorists will be

traveling in the final traffic pattern, which will consist of three

through lanes on Route 1 north with a separated

acceleration/deceleration lane for traffic entering or exiting for

Quakerbridge and Province Line roads.

At about that same time the Route 1 and Quakerbridge Road interchange

will be paved (final surface course will be applied in spring, 2005).

In addition, the "stop" sign at the ramp from Quakerbridge Road onto

Route 1 north will be replaced with a "yield" sign, "reducing traffic

queuing and improving traffic flow," promises the DOT press release.

"The DOT will perform additional work (not in the original project) on

traffic signals at Quakerbridge Road/Mercer Mall Drive and

Quakerbridge Road/Nassau Park Boulevard. This work consists of traffic

signal upgrades, signing, striping, wiring and loop detectors,"

continues the press release.

"This additional work will provide more efficient traffic flow in the

area and will be completed by November 12. As part of this extra

signal work, left turns will be permanently prohibited from Province

Line Road to Quaker Road.

"This change was agreed upon by the Department’s Bureau of Traffic

Safety Programs and the County of Mercer and allows the NJDOT to apply

more "green time" to the other movements in the intersection which

will significantly improve traffic flow for motorists using the

Quakerbridge Road exit from Route 1 north.

"Removal of the jughandle will begin after November 12, unless work is

prohibited by weather. This work will not cause traffic delays or

require any lane closures. If weather prevents completion of this

work in 2004, it will be completed in early spring, 2005.

"The final surface course will be paved (and striped) in spring, 2005.

The permanent median barrier at Nassau Park Boulevard and Route 1 will

be installed in the spring. The construction of the island between

Route 1 north and the acceleration/deceleration lanes will be

completed in spring, 2005. The ramp from Quakerbridge Road northbound

to Route 1 north will be reconstructed and realigned in spring, 2005."

@head 14:Ogilvy Targets Princeton

Beth Kramli had a mission: To get Merck’s cholesterol drug covered in

the sports pages. "We knew we needed to reach men, and that the sports

page was the first place they go."

Working for Ogilvy Public Relations Worldwide, she helped to pioneer

efforts to pair pharmaceuticals with sports and celebrities, managing

a public relations program that generated editorial coverage of

football coaches Dan Reeves and Bill Parcells. The NFL Cholesterol

Screen Team campaign was the first-ever partnership between the

National Football League and a pharmaceutical company. One of the

coaches had a history of heart disease in the family, and the other

had already had a heart attack. "We were able to tell both sides of

that story," says Kramli.

At a time when many public relations firms are struggling, Ogilvy PRW

is raising the bar of competition in Central New Jersey. Kramli and

her cohort, Michael Lampe, have opened an office of their Ogilvy

subsidiary, Feinstein Kean Healthcare (FKH), in HQ’s shared office

space at Princeton Forrestal Village. Both have the title of senior

vice president.

FKH is a wholly owned subsidiary of Ogilvy PRW, a 24-year-old global

marketing communications firm with offices in more than 60 cities.

Based in Cambridge, Massachusetts, it is part of the WPP Group, the

world’s largest marketing communications company.

"The expansion into New Jersey is part of this firm’s ongoing

commitment to offering our clients access to the best talent and to

providing customized solutions to our clients needs," says Marcia A.

Kean, CEO of FKH.

Lampe acknowledges that some of FKH’s biggest pharma clients are in

North Jersey, but he points to the Princeton area’s plethora of small

biotech companies. "One of the reasons why we are in this area is not

only because we want to be closer to our clients in the tristate area,

but also because Feinstein Kean is a strong leader in biotech

communications for 100 different biotech companies," says Lampe. "The

clients do run the gamut from start-ups, at the cutting edge, all the

way up through biotech companies that are out there bringing products

to market."

In public relations you have to know how to sell, says Lampe, and he

learned how to sell in his father’s Essex County shoe store. "I

started selling shoes when I was 12 years old, and I learned how to

sell, and how to deal with people, from watching my father. He is not

a pressure person. He didn’t really sell – he let people buy." Lampe

says his father’s method was to talk to the person for a few minutes,

joke around with them, and let them figure out what they wanted. Then

he gave it to them. "It depended on the person. If it meant finding a

particular shoe – or bringing out 25 to 30 pairs of shoes, that’s what

they got. People always seemed happy."

"Having worked with people on a one-to-one level, I looked at public

relations as a way to take that concept to the next level," says

Lampe. "I don’t think I would be able to do my job successfully if I

hadn’t had that experience. Selling one-on-one versus on a larger

scale is not really very different."

"I am always interested in helping to meet the needs of the media or

the advocacy organization or the client I am dealing with," says

Lampe, "and in being able to have that dialogue to figure out ‘What

does this person need?’"

Sometimes what a reporter needs to cover a story are some hard facts,

such as a survey. Being able to point to the date of an event can also

help trigger publicity.

Surveys increase relevance for reporters who would be likely to cover

that area. Says Lampe: "Make sure it reinforces the general

information that we want to convey about the product or disease area."

"One client had a product for insomnia that had been on the market for

several years but had not had a great deal of media exposure," says

Lampe. "We helped develop a campaign to get coverage of issues of

sleeplessness and the benefits of prescription sleep medications

versus over the counter medications. We commissioned several public

surveys that looked at the effects of sleeplessness on people’s


Feinstein Kein worked with sleep clinics to provide stock footage of

people tossing and turning and emphasized that because little is known

about sleeplessness, over-the-counter drugs are not necessarily safer.

Events generate interest. For instance, a symphony concert, sponsored

by Janssen Pharmaceutica, featured the works of composers who

historically suffer from mental illness, and it highlighted an

organization called the Depression and Bipolar Support Alliance.

Lampe did not start out in PR; earlier he thought he wanted to go into

government. He majored in political science and psychology at

Montclair State, graduating in 1994. He spent one year as a

legislative aide in the state assembly. Then he enrolled at American

University for a master’s degree in communications. He joined FKH in

2001; he and his wife, who works in social services, are moving from

Boston to Metuchen.

Kramli, who is single and lives in Hamilton, grew up in Ewing, where

her mother taught Spanish and her late father worked at Western

Electric. After graduating from the University of Delaware, she came

home for her first job, with the Gillespie Organization, when it was

still on Clarksville Road, from 1988 to 1993. She has also been a

director with BSMG Worldwide (Weber Shandwick).

Over her 15-year career she has focused on disease awareness campaigns

in the areas of cardiovascular disease, men’s health, and respiratory

illnesses. For Meck’s Zocor drug she helped to publicize the largest

statin study ever done. For Pfizer, she helped to build awareness for

the prescription antihistamine, Zyrtec.

She likes to pair the pharmaceutical company with a third party to

broaden the impact of the campaign. For instance, her 12-month

"Charity Challenge" featured seven major-league baseball players who

took a hair-growing drug, Propecia, for one year. The contest was to

see who could grow the lushest head of hair and win the most for their


One of her direct-to-consumer programs was a public education

campaign, Diabetes: Know the Heart Part, that enlisted the help of the

American Association of Diabetes Educators and the Association of

Black Cardiologists.

Another was for Listerine. In 2002 a study on Listerine, paid for by

Pfizer, showed that it helped keep teeth healthy. "The data was

published and presented at an international dental meeting, and we

worked to get that information out to hygienists and periodontists,"

says Kramli.

"The message was ‘brush, floss, and rinse,’ says Kramli. "It was about

not skipping the flossing step. Our goal was to get that information

featured in a handful of trade publications, and to be sure that it

was positioned importantly." She used spokespersons to deliver the

message, and they also wrote bylined articles in general trade

magazines that delved into the specifics of the study, "a couple of

pages versus one column."

Using the 360 degree approach, Ogilvy PRW’s sister companies did

continuing education classes for hygienists and sent representatives

into offices.

The biggest hurdle? "It’s a crowded marketplace," says Kramli. "Our

job is to make sure we work with our clients to develop campaigns that

are strategically on target and cut through the clutter. To get the

right number of people to events and achieve the business objectives."

Feinstein Kean Healthcare (WPPGY), 116 Village Boulevard, Suite 200.

609-951-2250; fax, 609-951-2254. Home page:

@head 14:New Owners, But Still Charley’s

Goodtime Charley’s, 4591 Main Street, Kingston 08528. Gabe Baffuto,

general manager. 609-924-7400.

Though Goodtime Charley’s has been purchased by a national chain,

Charlie Brown’s, the menu and the staff are staying the same. Most of

the servers have been here for such a long time, says Gabe Baffuto,

the general manager, that they will not be required to leave their

posts for week-long Charlie Brown training sessions.

"The only thing they may change is the tip structure," says Baffuto,

who predicts that the servers will be allocated fewer tables – four or

five rather than eight. "The Charlie Brown’s way is that the you have

a smaller station to give more attention to that station."

There is precedent for keeping the original name, because the chain

does own other units, such as Jolly Trolley, that don’t go by the

company name. The menu also remains the same, at least for now.

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