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

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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Accelera has developed a tremendous reputation for high quality R&D services and we look forward to welcoming their Bioanalytical and Drug Metabolism & Pharmacokinetics teams to the Frontage family," said Dr. Abdul Mutlib, CEO of Frontage. "We envision this strategic acquisition as a first step in establishing Frontage's footprint in Europe, with the intent of adding other service areas in the continent. We believe both existing Frontage and Accelera clients stand to benefit greatly by leveraging Frontage's increasingly global platform. In addition, we are looking forward to partnering with the remaining Accelera business on exciting opportunities to service clients across our organizations." According to Dr. Song Li, Founder and Chairman of Frontage: "It has been a long-standing goal of Frontage to expand our operations in Europe. We consider ourselves fortunate to capitalize on our outstanding relationship with the Accelera team, which has enabled us to bring our plans to fruition. We are very enthusiastic about working together as we further develop the Frontage platform in Europe, starting from a footprint in the Biopark in Nerviano Lombardy, where Accelera and Nerviano Medical Sciences Srl have already established a long-standing and efficient value chain. As always, our ongoing focus will remain on delivering the highest levels of quality, technology and expertise to our clients." "We are thrilled to join forces with Frontage as part of this strategic acquisition that marks a significant milestone in Accelera's journey," said Luca Leone, CEO of Accelera. "Accelera has built a strong reputation for delivering high-quality R&D services through all phases of drug research and development with extensive experience in oncology. This unique occasion opens up new horizons for collaboration and growth. On one hand, we will further focus on offering top-notch In-vivo (end-to-end services) for multiple emerging modalities. At the same time, we look forward to exploring exciting opportunities to serve our clients across continents through our ongoing collaboration. This partnership reflects our commitment to advancing research and providing innovative solutions in the European market and beyond," said Luca Leone, CEO of Accelera S.r.l. "Having Frontage as part of the growing partners operating from our Biopark is a landmark moment for us. In addition to the endless potential of the Accelera-Frontage collaboration, Nerviano Medical Sciences can leverage Frontage's world-class capabilities to drive breakthrough advancements in our drug discovery and development process. By uniting our strengths, we believe we can accelerate the pace of innovation and make a lasting difference in the field where all companies of this strong alliance operate and thrive here in Nerviano," said Hugues Dolgos, CEO of NMS Group S.p.A and Nerviano Medical Sciences Srl. About Frontage Frontage Holdings Corp (1521.HK), together with its wholly owned subsidiary Frontage Laboratories, Inc., is a global Contract Research Organization (CRO) which provides integrated, science-driven, product development services from drug discovery to late phase clinical process to enable biopharmaceutical companies to achieve their development goals. Comprehensive services include drug metabolism and pharmacokinetics, analytical testing and formulation development, preclinical and clinical trial material manufacturing, bioanalysis, preclinical safety and toxicology assessment and early phase clinical studies. Frontage has enabled many biotechnology companies and leading pharmaceutical companies of varying sizes to advance a myriad of new molecules through development and to successfully file global regulatory submissions. About NMS Group NMS Group is the largest oncological R&D company in Italy with more than 400 employees, of whom more than half are highly educated individuals dedicated to innovative research, development and manufacturing. The NMS kinase inhibitor discovery platform as well as the antibody-conjugating payload platform are the driving forces of the group's innovation, securing global recognition of NMS in personalized therapy. Recently entrectinib, originally discovered by NMS, which is a targeted kinase inhibitor used to treat NTRK1/2/3 and ROS1 dependent solid tumors that was licensed to Ignyta, now a member of the Roche Group, gained approvals for commercialization in all major markets. This is further evidence of the competitiveness of the drug discovery platform of NMS Group. NMS Group has three subsidiaries. NMS S.r.l. is a FIC / BIC focused drug research and development company with a robust pipeline of more than a dozen anti-cancer projects, and three of the projects are currently in early clinical development.

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RESEARCH

ISOMORPHIC LABS ANNOUNCES STRATEGIC MULTI-TARGET RESEARCH COLLABORATION WITH LILLY

PR Newswire | January 08, 2024

Isomorphic Labs, a digital biology company with a mission to redefine drug discovery using the power of artificial intelligence, today announced that it has entered into a strategic research collaboration with Eli Lilly and Company. This marks Isomorphic Labs' first pharmaceutical partnership. Under the terms of the agreement, Isomorphic Labs will partner with Lilly to discover small molecule therapeutics against multiple targets and will receive an upfront cash payment of $45 million. Isomorphic Labs is eligible to receive up to $1.7 billion in performance-based milestone payments, excluding the upfront payment and any subsequent tiered royalties of up to low double digits on net sales. "We're thrilled to embark on this partnership and apply our proprietary technology platform, the next generation of AlphaFold, and access to massive computing power to Lilly's development programs," said Demis Hassabis, CEO and founder of Isomorphic Labs. "The focus we share on advancing groundbreaking drug design approaches and appreciation of state-of-the-art science makes this partnership particularly compelling." Isomorphic Labs operates autonomously within Alphabet, with its own dedicated resources and exclusive focus on the application of AI to drug discovery. The company is reimagining the entire drug discovery process from first principles with an AI-first approach, working to build powerful new predictive and generative models of biological phenomena to anticipate how drugs will perform and design novel molecules. Building on the success of AlphaFold and working in collaboration with Google DeepMind, Isomorphic Labs has made remarkable progress in developing the Next Generation of AlphaFold. This new iteration of AlphaFold expands beyond proteins to include small molecules and nucleic acids. Through deep integration of this next generation AlphaFold with other breakthrough AI models developed at Isomorphic Labs, the company is able to better understand the underlying biological mechanisms of drug targets, and rationally design novel therapeutics. ABOUT ISOMORPHIC LABS Isomorphic Labs is an autonomous subsidiary of Alphabet that was launched from Alphabet's DeepMind in 2021 to build on the success of AlphaFold, the company's groundbreaking work in protein folding. That work was heralded as the 'Breakthrough of the Year' by Science and 'Method of the Year' by Nature in 2021. Based in London and now with a second location in Lausanne, Switzerland, Isomorphic Labs was founded and is led by AI pioneer Demis Hassabis, who also co-founded and leads Google DeepMind. As pioneers in digital biology, the company's mission is to use AI to accelerate drug discovery and ultimately find cures for some of humanity's most devastating diseases. Using its AI-first approach to drug discovery and biology, the company's ambition is to advance a new era of medical breakthroughs.

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PHARMA TECH

AION Labs Welcomes Amiti as Strategic Partner to Accelerate Israel's Position as a Leading Hub for Transformative AI-Powered Drug Discovery Innovation

PR Newswire | January 09, 2024

AION Labs, the first-of-its-kind venture studio spearheading the adoption of AI technologies and computational science to solve therapeutic challenges, announced today a new strategic partnership with Amiti Ventures, one of the leading early-stage venture capital firms in Israel. The partnership further strengthens the alliance of global leaders in pharma, biotech, and technology investment, expanding its offering as a venture studio and partner for new startups. "With a proven track record of identifying the best teams for the mission and investing early in the most innovative deep tech startups that shape the future, Amiti Ventures will bring important complementary capabilities and expert investor knowledge to the AION Labs partnership," said Mati Gill, CEO of AION Labs. "We thank Amiti for its vote of confidence in our model of innovation for groundbreaking AI and computational biotech ventures. We further appreciate Amiti's recognition that Israel's ecosystem is poised to lead the world in bringing AI and biotech together to solve our biggest drug discovery challenges." By joining forces with Amiti, AION Labs is enhancing its expertise and capabilities in the deep tech and computational technology domains, areas that are critical to the success of biotech innovation. Amiti's extensive experience and track record in these fields will bring invaluable investor knowledge and insights to AION Labs, enabling it to more effectively develop and support early-stage startups focused on AI and computational biology. Amiti's first investment in the venture studio will entail investment in DenovAI Biotech's Seed round of funding. Launched in 2022, DenovAI is developing an AI-powered biophysics solution for de novo antibody and protein design. AION Labs builds and invests in early-stage startup teams focused on AI and computational biology in drug discovery and development, offering them top-notch resources and mentorship while working closely with them to develop new technologies that meet the most significant challenges in the pharmaceutical industry. The partnership with Amiti Ventures will help AION Labs to advance healthcare towards patient-centric precision medicine and create a significant contribution to the health and well-being of humankind by helping to bring new treatments to market faster and more efficiently. "We believe that AION Labs is uniquely positioned to identify the biggest challenges to accelerate drug discovery and development and then evaluate the best computational bio approaches and entrepreneurs," said Ben Rabinowitz, Founder and Managing Partner of Amiti Ventures. "AION Labs' venture studio model bridges the gap between outstanding academic research, huge leaps forward in generative AI, and the biggest challenges and opportunities in the development of new medicines, and we look forward to working closely with our new partners to make this a reality. "We also have been amazed by the can-do spirit of the AION Labs team," added Rabinowitz. "It is that readiness to create, pull themselves up by the bootstraps and forge ahead with amazing innovation that makes AION and Israel's entire startup ecosystem so special." About AION Labs AION Labs is a first-of-its-kind alliance of Astrazeneca, Merck, Pfizer, Teva, the Israel Biotech Fund, Amiti Ventures, and Amazon Web Services (AWS), powered by BioMed X with the support of the Israeli Government via the Israel Innovation Authority, that have come together with one clear mission: to create and adopt groundbreaking new AI technologies that will transform the process of drug discovery and development in order to contribute to the health and well-being of all people world-wide. AION Labs is a unique venture hub where brilliant innovators and scientist-founders convene from around the world to solve the biggest R&D challenges guided by years of accumulated know-how, data and experience in pharma. The lab leverages its partners' wealth of knowledge and a new multidisciplinary mindset with the ingenuity, agility and innovative power of Israel's startup ecosystem, to develop strong companies with clear long-term strategies, that will pave the way to the future of healthcare. AION Labs cultivates innovation from within; its unique venture creation process bridges the gap between outstanding academic research in the field of AI and the biggest R&D needs in the discovery and development of new medicines for the benefit of patients.

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Spotlight

Poly

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, a...

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