Custom Content Case Study

Connecting with Chemists

How Cresset’s white paper exceeded lead guarantee by 320%

During FEP calculations, one molecule transforms to another via gradual structural mutations.

The Challenge

Cresset’s Flare™ is a new cheminformatics tool that allows scientists to use the Flare™ Free Energy Perturbation (FEP) drug discovery software to easily and accurately calculate the relative binding free energy of a series of ligands and increase efficiency in the lab. 

Cresset’s business challenge:

  • Provide context and nuance to how Flare™ FEP drug discovery software differs from their competitors
  • Highlight how users interact with the product, emphasizing a key differentiator: scientists can fully leverage free energy calculations, regardless of their technical background.

The idea was to enhance visibility of their software Flare™ FEP by highlighting accessibility and usability. 

FEP is not a privilege, it’s a standard.
Sofia Bariami

– Sofia Bariami, Associate Product Manager, Cresset

The Strategy

Showcase the usability and performance advantages of Flare™ FEP to the influential Chemical & Engineering News (C&EN) audience through a compelling, expert-crafted white paper developed by C&EN BrandLab.

Research How Flare™ FEP is Unique

Activate our team of science and marketing experts to gather tailored information to help us better understand how drug developers use Flare™.

Engage Readers

Create impactful content through subject matter expert interviews and a focused case study on a real-world drug discovery challenge – ensuring relevance, credibility, and target audience engagement.

Drive Content Engagement 

Launch a multi channel distribution campaign shared with our +200,000 audience of researchers, managers, and executives with real time optimization to meet the lead guarantee.

The Program

Scientists crave content that explains cutting-edge technology in a digestible, credible format. This white paper exemplifies how to craft engaging and informative content that connects with the chemists, chemical engineers, and science professionals in our C&EN audience.

C&EN BrandLab sourced key subject matter experts and resources, including a professional science writer, to create a white paper. Our PhD level science communicators and editors highlighted the value of Flare™ to C&EN readership through the use of visuals, quotes, and story.

The C&EN BrandLab team developed a custom, integrated marketing campaign across digital and social channels. The team of marketers then continually optimized for engagement and lead generation after it launched on C&EN via cen.acs.org and pubs.acs.org in December of 2023.

Cresset white paper on small molecule drug discovery

The Results

The Cresset white paper titled "Accelerating small-molecule drug discovery using free energy perturbation calculations” quickly surpassed the 150 lead guarantee.

Lead Guarantee

Exceeded Lead Guarantee By:
320%

Impressions

529,500
(surpassing the goal of 150,000)

Total Leads

630

Successful Partnership

We connected with Sofia Bariami, Product Manager and point of contact from the Cresset team during the production process. Sofia shared her enthusiastic recommendation as well as highlighted the effectiveness of this marketing strategy. 

I would recommend partnering with BrandLab to others. Our collaboration resulted in not only a great whitepaper but also exceeded our expectations in terms of lead generation. Their effective strategies and deliverables demonstrated their capability to drive success, making them a valuable partner for achieving marketing and business goals.”
Sofia Bariami

– Sofia Bariami, Associate Product Manager, Cresset

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Partner with us—and let’s make your brand the next big win.

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Sammi Wang headshot

Sammi Wang

Account Manager
sammi@echinachem.com

Sammi is the General Manager China of eChinaChem, where she has worked since 2005 and previously served as Vice President and Sales Manager. eChinaChem offers news media, conferences and events, as well as education and training services in the chemical, pharmaceutical, and healthcare sectors in China. Before eChinaChem, she worked at GlobalSources as an Account Executive. Sammi received her MBA from the University of International Business and Economics and her undergraduate degree from Yantai University.

Sales Territory: China 

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Kyra Luttermann

Account Manager
kl@intermediapartners.de

Kyra Luttermann is an IT & AI Specialist with a strong academic background, complemented by deep knowledge in Philosophy. She holds advanced training from the University of Oxford in Artificial Intelligence. Kyra excels in AI prompting, consulting, and sales, effectively helping customers reach their target audiences. Since joining IMP and ACS in 2023, she has been instrumental in advancing ACS’s mission, representing the next generation of innovative leaders in the field.

Sales Territories: Germany, Austria, Switzerland, The Netherlands, Ireland, Scandinavia, Belgium, France, Italy, Spain, Portugal, East Central Europe and The Middle East

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Uwe Riemeyer

Account Manager
riemeyer@intermediapartners.de

Uwe Riemeyer is a seasoned Global Media Specialist with over 25 years of experience in media sales, consulting, and planning, primarily for the global chemical industry. Since 1997, he has been affiliated with ACS and operates his own successful media business in Germany. Uwe’s expertise spans all B2B industry segments and related media outlets, supported by a solid foundation in economics and an initial career in the automotive industry. His comprehensive knowledge and strategic insights make him a key player in media planning and consulting.

Sales Territories: Germany, Austria, Switzerland, The Netherlands, Ireland, Scandinavia, Belgium, France, Italy, Spain, Portugal, East Central Europe and The Middle East

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Jim Beckwith

Account Manager
j.beckwith@jgeco.com

Jim Beckwith brings his skills to ACS after a lengthy media consulting career in both for-profit and non-profit media. He specializes in helping advertising partners “connect the dots” between their marketing/lead generation objectives and the wide range of opportunities in the ACS Media portfolio. Jim works with advertisers based in the Southeast and Eastern U.S.

Sales Territories: US East Coast and Southeast 

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Beth Kurup

Account Manager
b.kurup@jamesgelliott.com

Beth Kurup is an Account Manager based in Los Angeles, California. She handles marketing programs for clients in the Western United States. Beth’s media and marketing background aid her in creating strategic plans for clients with a focus on details and meeting objectives.  

Sales Territory: US West Coast Sales

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Pete Manfre

Account Manager
p_manfre@acs.org

Except for a brief hiatus in 2022, Pete Manfre has been a fixture at ACS since 2015, helping clients navigate the complex B2B digital landscape. Over the years, Pete has gained the trust of many science marketing leaders with his honest and straightforward approach. His unique insights and expertise have benefitted the small companies looking to gain traction with new potential customers and the well-known industry brands looking to elevate their thought leadership and capture bigger market-share.

Sales Territories: ACS Meetings Exhibition and Sponsorships (ACS Spring, ACS Fall and Pacifichem) 

Chris Nolan

Chris Nolan

Account Manager
c.nolan@jamesgelliott.com

Chris Nolan has been creating solutions for C&EN and ACS advertisers since 2017. After growing the western US territory to $1.6M from $800k, he was promoted to national sales manager in 2021. He is based in Chicago and covers the central US and Canada. His background in media solutions includes successful production for such well known global media brands as Fortune, INC, Fast Company, The Nikkei, the FT, and The Globe & Mail.

Sales Territories: US Midwest and Northeast East Coast; Canada; Australia; New Zealand and South America

Mariam Agha 

Account & Marketing Manager
CENBrandLab@acs.org

Mariam is an account manager here at C&EN BrandLab. She works with our clients, art and production teams within C&EN to deliver effective ad campaigns. 

Jordan Nutting Ph.D.

Senior Editor
CENBrandLab@acs.org

Jordan is a Senior Editor at C&EN BrandLab. While earning her Ph.D. in chemistry she also pursued her passion for writing and communication, including a stint as a science reporter during the COVID-19 pandemic. She now funnels her love of words and chemistry into creating compelling science stories and content.

Jesse Harris

Senior Editor
CENBrandLab@acs.org

Jesse Harris is a Senior Editor at C&EN BrandLab. He has been creating internet content since 2016, and has Master’s degrees in both chemistry and chemical engineering. He loves helping STEM experts communicate their science more impactfully.

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Shane M Hanlon Ph.D.

Executive Editor
CENBrandLab@acs.org

Shane leads BrandLab’s strategic initiatives and projects. As a conservation biologist turned science communicator and storyteller, Shane brings years of creative and relationship-building experience to BrandLab from his work in the federal government, the National Academies, and scientific membership nonprofits. He is an adjunct professor at the University of Pittsburgh, from which he obtained his B.S. in Ecology and Evolution, and holds a Ph.D. in biology from the University of Memphis.

Heather Lockhart-Neff 

Account & Marketing Manager
CENBrandLab@acs.org

Heather co-leads account management at C&EN BrandLab. She utilizes efficiency and strategy when working with our clients and production teams within C&EN to deliver effective and engaging campaigns. Heather has a passion for telling dynamic stories through multimedia communication channels and brings creativity, curiosity, and charisma to BrandLab partnerships. She obtained her B.S. in International Relations from The College of Wooster in Ohio. 

Cynthia Graham-Tappan 

Managing Director, Sales Strategic Partnerships
CENBrandLab@acs.org

Cynthia Graham-Tappan is an accomplished sales leader with over 15+ years’ experience leading global B2B sales teams within the publishing & media industries.  She has held executive positions with The New York Times, Dow Jones, Agence France Presse, Hearst Corporation and currently oversee Sales & Strategic Partnerships for ACS.   Cynthia has a proven expertise in crafting strategic partnerships, steering high-performing sales teams, and propelling revenue growth. Cynthia also has extensive experience in performance management, market research, digital media monetization, and business development.

Cynthia received her B.S. degree from Towson University and recently completed Executive Education courses with The Yale School of Management and London Business School.  Cynthia resides in Maryland with her husband, and she is a proud mom of four kids.

Kenneth Phan 

Creative Director
CENBrandLab@acs.org

Kenneth is a creative leader with 20 years of experience in in-house and boutique design agencies. He is currently senior creative director for the American Chemical Society’s marketing and communications team. Previously, he was senior creative director for ACS Publications, an international scientific publisher that serves chemistry and related sciences. Kenneth is passionate about translating client business goals into impactful and innovative advertising solutions. Under his leadership, ACS has won numerous awards and accolades for its exceptional design work.