Home > Companies > C-Suite On Deck > Q&A with Amy Barzdukas, Executive Vice President & Chief Marketing Officer at Poly

Q&A with Amy Barzdukas, Executive Vice President & Chief Marketing Officer at Poly

MEDIA 7 | November 21, 2019

Amy Barzdukas, EVP and Chief Marketing Officer at Poly is a marketing and communications leader with extensive experience in setting strategy, shifting perceptions, advising customers, digital marketing, revenue marketing, integrated marketing communications, and public relations in highly competitive product arenas.

Amy is known for her ability to create and execute winning turnarounds on a global scale.

MEDIA 7: What inspired you to get into marketing?
AMY BARZDUKAS: I was always destined for marketing, even if I didn’t know it. As a child, I collected promotional brochures. I was fascinated by how the words and pictures were used to drive action. My first job was as an advertising copywriter, and I’ve never looked back.

M7: How is Poly redefining the video conferencing experience for modern businesses?
AB: We’re in an unprecedented time of change in our industry. Voice and video services are moving to the cloud, and companies are changing how they approach their communications needs. Poly is the largest provider of the devices – video conferencing, audio conferencing, headphones and desk phones – you use to connect to these services so you can collaborate with your colleagues. That uniquely positions us to shape the video conferencing experience, and we’re doing so in four ways.

First, Poly has made both the Zoom Rooms and the Microsoft Teams video conferencing experience better than ever with our radically simple Poly Studio X video bars that deliver these experiences with no PC or Mac required. We’ve got decades of experience in understanding what makes meetings more human – for everyone in the room and those dialing in from other locations – and we’ve packed all of that into easy-to-install, easy-to-manage, and easy-to-use all-in-one powerhouses.

Second, we are bringing the world of AV and video conferencing into the modern app economy. Our Studio X series and Poly G7500 video conferencing devices run a common platform that can be updated and enhanced through a series of regular software updates. This Poly platform, built on Android, can run applications like a smartphone does today.

Third, Poly has introduced innovation that makes any video conference better. Our new Poly MeetingAI features use AI and machine learning to address the distractions that hit your senses in a meeting. We make it easier to hear what’s being said by blocking out the annoying noises that people make while talking, and we make it easier to see what’s going on in the room with the most advanced speaker tracking and framing, and our built-in production rules.

Finally, we are pricing our solutions in a way that completely resets the calculations on what it costs to outfit a room. The Studio X30, for huddle room and smaller spaces, costs just about $2,100, including the Poly TC8 touch controller. All you add is the cloud service and a monitor, and you have a room up and running for under $2,500. That’s easily under the cost of other solutions and with better audio and video quality.


"Baby Boomers and more than half of Gen Z say they are most productive when they were working around noise."

M7: As the CMO of Poly, what were the major challenges in rebranding and transforming two separate organizations (Plantronics and Polycom) under a single brand Poly?
AB: One of the greatest challenges of bringing together Plantronics and Polycom was doing so in a way that honored their brand equity, history, and positive associations while establishing a new story for the new company. Plantronics was already an audio pioneer– the first headset that transmitted Neil Armstrong’s famous words during the first moon landing. Polycom was the leader in audio and video conferencing – the conference phone used by business leaders and industry captains.
We had to figure out how to build a stand-out narrative in a crowded space for the general market. For customers and partners, we found a way to carry through the legacies and histories of both companies into the new brand. And for our employees, we had to inspire them to believe in the new brand and the new combined mission. These different challenges with different stakeholders took different approaches to confront, but in the end, we brought everyone to the same conclusion that Poly was moving forward, unified and stronger.

And like any acquisition, integration takes time. We’re proud of our accomplishments since rebranding to Poly in March 2019. Since then, we’ve refreshed our video conferencing line of products, broken new ground with a mobile phone station called Elara 60 Series and showcased our continued commitment to expanding the ecosystem with partners such as Zoom, Microsoft, Google, Amazon and more. As Poly, we bring a new level of quality, simplicity, and flexibility so that every communication can easily become a place for collaboration and innovation for the enterprise.


"Gen Z and Millennials came up in an era of digitization, so they are more accustomed to the tools and technology to deal with distractions in the workplace."

M7: A recent study by Poly reveals that employees prefer noisier open offices to closed, quiet spaces. What do you think is responsible for driving these unique demands in the workplace today?
AB: Our research shows that Gen Z and Millennials tend to prefer open offices compared to Gen X and Baby Boomers and that more than half of Gen Z say they are most productive when they were working around noise. What we’re seeing is that Gen Z and Millennials came up in an era of digitization, so they are more accustomed to the tools and technology to deal with distractions in the workplace. For example, they’re used to wearing noise-canceling headphones to block out the background noise, and similarly at home with video. They’ve been doing it all their lives!

Now that we can work from anywhere – coffee shops, airports, waiting rooms – we are more accustomed to dealing with distractions and working through them. We take that mindset into the office along with the tools we may use to address distraction, from a pair of comfortable headphones with ANC to deciding to do different types of work in different settings.

M7: What features have made Poly Studio win the 'Best of Enterprise Connect' award in the '2019 Communication/Collaboration Device'?
AB: Poly Studio is our answer to the need for easy-to-use video conferencing devices for smaller spaces called huddle rooms. Poly Studio is a video USB bar with premium audio and video capabilities. Its standout features include NoiseBlock, which mutes distracting background noises, Automatic Group Framing and Speaker Tracking, which zooms in to focus on the speaking participant. This board-room like audio and video transforms small meeting rooms into a center for collaboration. We’re also pleased that it was recently certified for Zoom Rooms and Microsoft Teams. The device also works with Skype for Business, Google Meet, Cisco WebEx and Amazon Chime, and virtually any cloud-based video collaboration service.


"Poly combines legendary audio expertise with powerful video and conferencing capabilities to help our users overcome the distractions, complexity, and distance, making communication in and out of the workplace challenging."

M7: What traits make Poly a global leader in communications and a leading choice for every kind of workspace?
AB: Our in-depth expertise, tireless innovation, and emphasis on partnership make Poly a global leader in communications and a leading choice for every kind of workspace.

Poly combines legendary audio expertise with powerful video and conferencing capabilities to help our users overcome the distractions, complexity, and distance, making communication in and out of the workplace challenging. When the world was on a race to space in the ’60s, NASA approached us—Plantronics back then—with a seemingly impossible task: create a headset that would equip astronauts to communicate with Mission Control from the earth to the moon, and back again.

Fifty years later, we share the same mission today: to create powerful connections that unify people the world over. We’re designing technology for the different ways people work – open offices, remote locations, mobile-first workers. We are the largest provider of headsets, video and audio-conferencing devices that you use to communicate and collaborate for your work, whatever that may be. And we continue to innovate with products like Poly Studio X that change how people collaborate.
Through partnerships with industry leaders like Microsoft, Amazon, Google, and Zoom, Poly takes an open-architecture approach that allows users to seamlessly connect across all the best technologies. Whenever and wherever people connect with these services, we will be there to provide the best-in-class audio, video and voice technology to make the experience that much better.

M7: What’s your superpower or spirit animal?
AB: My superpower is the ability to read amazingly quickly, thanks to the experimental elementary school I attended. I don’t know how anyone gets through their workload without it, honestly. My spirit animal? I told my husband the other day that I think it is Tom Petty. I’m a huge fan. If you have a problem, there is a Tom Petty song that can solve it, or at least make it more fun.

ABOUT POLY

Plantronics, Inc. (“Poly” – formerly Plantronics and Polycom) (NYSE: PLT) is a global communications company that powers meaningful human connection and collaboration. Poly combines legendary audio expertise and powerful video and conferencing capabilities to overcome the distractions, complexity, and distance that make communication in and out of the workplace challenging. Poly believes in solutions that make life easier when they work together and with our partner’s services. Our headsets, software, desk phones, audio and video conferencing, analytics and services are used worldwide and are a leading choice for every kind of workspace.

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PCI Pharma Services Expands Biologics Leadership with new Center of Excellence Facility in the Midwest

PCI Pharma Services | March 20, 2023

PCI Pharma Services (PCI), a leading global contract development and manufacturing organization (CDMO), announced plans for a new 200,000-square-foot facility in Rockford, Illinois to enhance the organization’s capacity in injectable drug-device combination product assembly of both biologics and small molecules. Building on PCI’s leadership in this space with its Philadelphia Biotech Center of Excellence, the new facility is the second expansion building off the success in Philadelphia and will house over 20 dedicated customer suites with multiformat machines for the assembly and packaging of vials, pre-filled syringes, auto-injectors, and pen-cartridge combinations. This machinery can be used for the glucagon-like peptide 1 agonists (GLP-1) class of drugs prescribed to treat diabetes and obesity, as well as those needed for oncology treatment and autoimmune diseases. PCI’s Rockford location will have extensive product testing capability, state-of-the art top-load cartoning technology, and industry leading injector and pen assembly equipment. Additional capabilities include on-site cold storage, high-speed vial labeling, assembly, and packaging of multiformat autoinjectors, serialization, testing, and drug product release. “We see the tremendous impact that we can make with patients with this investment,” said Salim Haffar, CEO of PCI Pharma Services. “The need for injectable drug-delivery device combination product capacity and expertise is critical, and we are responding with a world-class facility to address the future demands of our global clients so they can focus on developing therapies to improve the lives of patients with serious chronic conditions.” The $50 million investment in Rockford will amplify PCI’s specialty drug leadership presence in the Midwest, adding to clinical and commercial sterile fill-finish capabilities in Madison, Wisconsin. The new facility will provide a second hub within the U.S., expanding from PCI’s foundation in the Northeast, with Bedford, New Hampshire’s campus growth in aseptic processing. PCI also has sterile fill-finish capabilities at its Leon, Spain; San Diego, California; and Melbourne, Australia locations. The expansion in Rockford is expected to bring 250 jobs to the region in the next two years, with continued growth over three to five years. The site is expected to be fully operational in summer 2024. “With this new facility, we will be able to serve all clients focused on injectable drug products including biologics with the equipment and capacity to make life-changing medicines,” said Gil Valadez, Senior Vice President, Commercial Packaging Technology, PCI Pharma Services. “We want to help our clients by managing the technical aspects of drug manufacturing, engineering, and delivery, so they can focus on what’s most important: delivering quality products to meet patient needs. That's what PCI is ultimately all about.” About the Rockford, IL Facility Rockford is the largest of PCI’s 30 locations across the U.S., European, and Asia Pacific regions, providing industry-leading services for the clinical and commercial packaging of a diverse portfolio of products and specialized delivery forms destined to reach more than 100 countries across the world. The gated secured facility is classified by the Drug Enforcement Administration (DEA) as Schedule 3. It features temperature and humidity control, an approved Foreign Trade Zone (FTZ) and offers TF1 and Uhlmann blistering, vibratory and slat filler bottling, powder filling, cartoning, carding, kitting and serialization capabilities. Warehouse storage includes freezer storage -15°C to -30°C and cold storage 2°C to 8°C. About PCI Pharma Services PCI is a leading global CDMO, providing clients with integrated end-to-end drug development, manufacturing and packaging capabilities that increase their products’ speed to market and opportunities for commercial success. PCI brings the proven experience that comes with more than 50 successful product launches each year and over five decades in the healthcare services business. We currently have 30 sites across seven countries (Australia, Canada, U.S., Ireland, Wales, Germany and Spain) and over 5,000 employees that work to bring life-changing therapies to patients. Leading technology and continued investment enable us to address global drug development needs throughout the entire product life cycle – from manufacturing capabilities through the clinical trial supply chain and into commercialization. Our clients view us as an extension of their business and a collaborative partner with the shared goal of improving patients’ lives.

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Hovione and Ripple Enter Strategic Partnership to Expand Epidel® Platform into Non-Ophthalmic Space

Hovione | March 21, 2023

Hovione, the specialist integrated CDMO, leader in spray drying and particle engineering, and Ripple Therapeutics, a leading ophthalmic sustained drug delivery company, have entered a strategic partnership to expand the use of Ripple's Epidel® platform beyond ophthalmic applications. The core feature of Ripple's Epidel® technology is the ability to deliver sustained-release pharmaceuticals with surface erosion release kinetics without the use of polymers or excipients. This enables higher drug loading, smaller size implants, defined and predictable biocompatible degradation products with straightforward and scalable manufacturing processes. Surface erosion-based drug release provides a highly effective way to control dose and duration. By incorporating Ripple's Epidel® platform into its toolbox, Hovione can expand its portfolio of novel drug delivery solutions to the pharmaceutical industry. "The combination of technology synergy, innovative vision and cultural fit makes collaborating with Hovione an exciting next step in the advancement of the Epidel® platform beyond the ophthalmic field," stated Dr. Wendy Naimark, Ripple co-founder and Chief Technology Officer. "Hovione's expertise in controlled, sustained drug delivery, along with their experience in chemical synthesis and pharmaceutical manufacturing, makes for a great partnership." "We are thrilled to partner with Ripple, who developed a state-of-the-art platform for sustained release," says Dr. Jean-Luc Herbeaux, Hovione's CEO. " Our shared goal is to accelerate and broaden the access to this highly innovative and enabling technology for the benefit of our pharmaceutical customers and their patients worldwide." By extending the use of the Epidel® platform beyond ocular applications, this partnership will enable the development of a diverse range of new products with optimal sustained release profiles. About Hovione Hovione is an international company with over 60 years of experience in pharmaceutical development and manufacturing operations. As a Contract Development and Manufacturing Organization (CDMO) with a fully integrated offering of services for drug substances, drug product intermediates and drug products. The company has four FDA inspected sites in the USA, Portugal, Ireland and China and development laboratories in Lisbon, Portugal and New Jersey, USA. Hovione provides pharmaceutical customers services for the development and compliant manufacture of innovative drugs, including highly potent compounds, and customized product solutions across the entire drug life cycle. In the inhalation area, Hovione offers a complete range of services, from API, formulation development and devices. Hovione's culture is based on innovation, quality and dependability. Hovione was the first Chemical/ Pharmaceutical Company to become a Certified B Corp, is a member of Rx-360, EFCG and participates actively in industry quality improvement initiatives to lead new global industry standards. About Ripple Therapeutics Ripple Therapeutics Corporation is a clinical stage, privately held company that is focused on ophthalmic therapeutics with controllable, sustainable drug delivery. The core feature of Ripple's Epidel™ technology is the ability to engineer sustained-release pharmaceuticals with surface erosion release kinetics without the use of polymers or excipients. Ripple's novel therapeutics provide for better outcomes for patients, easier management of care for physicians and lower costs for payors. Ripple has a full product pipeline in development.

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