When a holding company integrates its brand with subsidiaries, creating a unified message can be a challenging. This is the issue Cardinal Health faced when it decided to fuse its disparate companies into the initiative "One Cardinal Health."
As company integrates brand across businesses, PR function gains a more strategic positioning
"That doesn't mean that it's absolutely centralized, but... we've looked for opportunities where it made sense to move to a shared services model," says Shelley Bird, Cardinal Health's EVP of global ...