Letter from the Editor The Forum Advertising: Back to Basics and Beyond — According to industry experts, brand teams need to examine the basic properties of their products and then develop a strategic marketing mix that will be the most effective for their brands and support the strategy with the appropriate resources. Company Listing by Topic of Interest Agency Services CommonHealth — Health, Hope, and the New Reality Agency Structures Donahoe Purohit Miller Advertising — A Big Case for the Midsized Agency Branding Palio Communications — Account Planning Challenge: Incorporating A Brand’s Mechanism of Action Into the Communication Strategy Campaign Development TNS Healthcare — Creating Effective Advertising: Four Steps to Expressing a Brand’s Full Potential Client-Agency Partnerships Goble & Associates — Collaboration and Communication in an Increasingly Impersonal World Communication Strategies GSW Worldwide — Creating a Connected Environment Vox Medica Inc. — Honing Ockham’s Razor The Creative Process Wishbone/ITP Inc. — Managing Creativity The E-Arena Grey Healthcare Group — Building Healthy Communities Online Global Branding Sudler & Hennessey — Relax Your Grip and Get Global That Grabs Journal Advertising The New England Journal of Medicine — Multimedia Advertising Physician-Patient Communications evoke | healthcare interaction — The Patient/Physician Dialogue: Bridging the Gap The Procurement Process Compas Inc. — Promotional Leveraging: The Power of Aggregated Buying

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