LI-COR Picks CRE as Agency of Record

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CRE, Marcom, IN, a business-to-business marketing services agency, was named agency of record this week for LI-COR, Lincoln, NE, a manufacturing firm specializing in electronic instrumentation for environmental, agricultural and ecological research.


Though details were not available, Mark Gause, vice president and creative director of CRE, said the agency expects to provide a full range of integrated marketing communications for LI-COR, including direct mail, collateral, Web-site construction and trade show management materials.


CRE, which has about $30 million in capitalized annual billings, has grown by more than 35 percent in the past two years, according to Gause. He said the agency was growing and witnessing increased competition but not necessarily so much in the biotechnology area yet.


"We first began focusing on healthcare over 10 years ago with an assignment related to the marketing of a nonradioactive DNA detection kit for Boehringer Mannheim," which is now part of Roche, Nutley, NJ. "We now have over 15 major clients."


CRE's principal and vice president of account management, Jeff Donnell said companies like LI-COR were helping the agency grow while also advancing its leadership expertise in marketing communications within the sector.


"LI-COR is a dynamic client who has proven to be a leader in DNA sequencing and genetic analysis," he said. "This is a partnership that will expand CRE's knowledge of the biotechnology industry while providing LI-COR with results-oriented marketing communications tools."
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