A Conversation with Lisa Yue

ìHBG contributed a significant amount of pro-bono work towards our Patient Empowerment Program. We are deeply appreciative of their support of our mission and their continued interest in our growth. I think their involvement speaks volumes of the culture (heart and soul) of the agency and of HBGís management to helping all brands regardless of their budget.î

A national non-profit organization that promotes and funds research into the cause and cure of pediatric cardiomyopathy, the Childrenís Cardiomyopathy Foundation (CCF) was founded in 2002 by a parent who lost two children to the disease. HBG joined with CCF to translate its vision of creating a support network for children and their families into a strategic print and online communications program that would further the mission of the organization.

How has HBG contributed to the growth of your business?

When we approached HBG, our goal was to better understand the needs and dynamics of the patients that we serve. HBG was instrumental in doing the market research and developing patient education materials that addressed the needs of both the patient and medical community. As a by–product of the process, HBG helped us to increase awareness of our organization and strengthen our credibility with the leading medical centers. This in turn helped us to garner the hospitalís support in distributing our newly developed patient education materials.

How has HBG helped change your perspective on branding?

In working with HBG, they urged us to think more strategically about our brand in every project that we work on.  Their insightfulness has helped us to see the “big picture” and not to get lost in the details and tactical steps.  Because we value their strategic thinking, we involved them in our strategic planning process and as a result ended up with a much more focused and actionable plan.

How do you find the experience of partnering with HBG different from other ‘agencies’ within the communications sector?

Having worked with big ad agencies in the past, it was refreshing to work with a smaller, more flexible agency.  I found the professionalism, account servicing and the quality of the creatives to be on par with the top billing agencies that handle brands like McDonald’s, Disney and Heinz.  I appreciated the involvement and interest of senior management even though we are a non-profit with a smaller working budget.

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