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Cradle & Grave
Date:11/12/2008

Porter Novelli Advises Businesses to Adapt to Trends in Life and Death

NEW YORK, Nov. 12 /PRNewswire/ -- Global shifts in birth, health and death trends have profound implications for businesses and consumers. In its latest Intelligent Dialogue white paper, "Cradle & Grave," Porter Novelli examines these seismic changes and considers the strategic implications for organizations and individuals. President-elect Barack Obama's victory will potentially lead to extended government oversight across all sectors and health care reform. "Cradle & Grave" reveals issues that will influence the future administration as well as a growing number of Americans that are contemplating their future.

For "Cradle & Grave," Porter Novelli's specialists in the health care industry joined with its public affairs, corporate affairs and marketing professionals -- all drawing on personal insights and findings from experts worldwide -- to consider what's changing across the full arc of life, from conception to death.

"Assumptions shape expectations and drive choices -- and outdated assumptions make for unrealistic expectations and poor choices," says Gary Stockman, CEO of Porter Novelli. "As 'Cradle & Grave' explains, many beliefs about life and death no longer hold true, yet they remain stubbornly embedded in the mind-sets of individuals, businesses and governments. We're all aware of these issues to some extent -- they're part of everyday experience. But often we humans can't see the forest for the trees. We are so overwhelmed by the problems right in front of us that we don't take the longer view. With 'Cradle & Grave,' Porter Novelli brings these issues to the forefront, into the conversations that lead to smart decision-making by businesses and consumers."

"Cradle & Grave" identifies key trends in fertility, birth, health care advances, disease prevention and treatment, aging and death. The paper examines how families (and populations) are changing, and how evolving health challenges like diseases of affluence and the obesity crisis will impact modern society. It raises questions about the advent of personalized drug therapies, the promise of longer life expectancy and the threats posed by swelling ranks of elderly, chronically ill people. These and other life and death shifts will profoundly affect business and consumers far beyond the health care and pharmaceutical industries, raising strategic issues of resources and financing.

"Our goal with the Intelligent Dialogue series is to provide perspective and stimulate conversation," says Stockman. "This is an opportunity for smart organizations to demonstrate thought leadership on issues that affect everyone." To join the dialogue on "Cradle & Grave," visit the Intelligent Dialogue blog at: http://www.pnintelligentdialogue.com.

Download the complete "Cradle & Grave" report here. http://pnintelligentdialogue.com/intelligent-dialogue-whitepapers/

About Intelligent Dialogue

This Intelligent Dialogue series is based on Porter Novelli's core value proposition, Intelligent Influence, which helps clients achieve their objectives by systematically mapping the most effective and efficient interactions and making them happen. "Intelligent Dialogue informs the spirit of everything we do," says Stockman. "We understand issues in all their complexity and resist the temptation to reduce things to black and white. We understand that today's savvy consumers will see right through easy answers and simplistic messages." Porter Novelli's most recent Intelligent Dialogue paper, "Millennials," examined the generation that's reshaping the workforce and consumption. Millennials are digital natives, the offspring of helicopter parents and the first beneficiaries and victims of a truly global world. The full report is available here. http://porternovelli.com/site/pdfs/Millennials_Porter_Novelli.pdf

The agency's first paper, "Prime Angst," published in April 2008, foretold the enormous economic crisis that everyday people are experiencing all over the world. It explored the ricochet effects the subprime mortgage meltdown is having on the global economy, looking not just at the financial data but at the ramifications of the crisis on everything from living arrangements (three generations under one roof) to travel plans (no lavish vacations this year) to the marketers trying to sell goods and services in this challenging climate. The full report is available here. http://porternovelli.com/site/pdfs/Prime_Angst_Porter_Novelli.pdf

About Porter Novelli

Porter Novelli was founded in Washington, D.C., in 1972 and is a part of Omnicom Group Inc. (NYSE: OMC) (http://www.omnicomgroup.com). With 100 offices in 60 countries, we take a 360-degree view of clients' businesses to build powerful communications programs that resonate with critical stakeholders. Our reputation is built on our foundation in strategic planning and insights generation, and our ability to adopt a media-neutral approach. We ensure our clients achieve Intelligent Influence. Many minds. Singular results.


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