Local farmers: Dindermans specialize in breeding and genetics near Orangeville – Freeport Journal-Standard

By Emily Massingill Correspondent

ORANGEVILLE Hi View Farm outside of Orangeville is where Brian and Kristi Dinderman put their children on the bus each morning and then walk a few feet to work on their dairy farm.

Its a life they love after purchasing the farm from Kristis family. Despite facing the ups and downs of agriculture prices and climate, along with some additional family challenges, they still agree that life is best on the farm.

Brian and Kristi alsohave found a niche in breeding and genetics; they work with artificial insemination, in vitro fertilization and embryo transfer.

With their combined background and experience, Brian and Kristi arent looking to get bigger. Instead, theyre looking to be better at what they already do well. As technology changes and progresses, things become more affordable, Brian said.

We like to be the ones to care for our animals, Brian said. We want good animals that are well balanced in type and production.

Both Brian and Kristi have registered cattle backgrounds and grew up in FFA and 4-H. Kristi was familiar with Ayrshire and Brian with Guernseys.

They show at fairs and expos, which has been great publicity. They want to increase and better their genetics,and they'revery selective about breeding the animals they keep and sell.

Several have gone on to do well, Kristi said. Its exciting. We dont always have time to get ready to show all of the animals. Its fun to sell them and see other people take them to the next level.

The couple married in 2004 after meeting at a county fair and seeing each other in the same show circles. They have three children: Alaina, 10, and twins, Amery and Aidan, 8.

As the children get older, theyre showing as well, in addition to their nightly calf feeding duties. Last summer was a big achievement when Aidan, who has cerebral palsy, was able to show an Ayrshire calf and win first prize at the Stephenson County Fair.

The familyfaces the fluctuation of milk prices and knows to save when prices are good. The Dindermans are happy with their family oriented roots and hire little to no labor other than themselves. They milk about 70 head of dairy and have between 80 and 90 young stock.

Brian and Kristi also find time to teach a class at Highland Community College. Brian serves as a board member on the American Guernsey Association, is an Illinois Guernsey Director and is on the Holstein Board and the Farm Bureau Board. Kristi is active with Ayrshire Association and National Youth Committee, is an Orangeville FFA alum and serves on their Orangeville United Methodist Church board of directors.

Although some believe small family farms are going by the wayside, Brian says thats not how they see it.

We feel theres a fit for all of us, he said. Youll always have competition for land, but we dont see that as a challenge we see it as working together."

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Local farmers: Dindermans specialize in breeding and genetics near Orangeville - Freeport Journal-Standard

The genetic architecture of risk for autism spectrum disorder – Medical Xpress

May 16, 2017 by Karen Zusi Credit : Susanna M. Hamilton, Broad Communications

A new study of inherited genetic risk indicates that common genetic variations throughout the genome act in addition to rare, deleterious mutations in autism-associated genes to create risk for autism.

Studies of genetic risk for developing autism spectrum disorder (ASD) often compare DNA from those diagnosed with autism to that of neurotypical controls, but these approaches can be confounded by external factors. To get a clearer look at the genetic underpinnings of autism risk, a team led by researchers from the Broad Institute's Stanley Center for Psychiatric Research and the Analytic and Translational Genetics Unit at Massachusetts General Hospital and Harvard Medical School took a new approach, published in Nature Genetics, comparing genetic influences within families in which a child has been diagnosed with autism.

In the human genome, common genetic variations can each contribute a small level of risk for developing a given disorder. These variants can be aggregated to create a "polygenic risk score," which represents part of an individual's overall disorder risk.

In this study, Elise Robinson, an associated scientist at Broad and assistant professor of epidemiology at the Harvard T.H. Chan School of Public Health, first author Daniel Weiner, a scientist in Robinson's lab, and colleagues calculated polygenic risk scores for developing autism in members of 6,454 families with one or more children diagnosed with ASD. The risk scores were based on the participants' individual genotypes compared against data from genome-wide association studies.

On average, children's genetic risk scores for any phenotype equal an average of their parents' scores. However, the team discovered that children with ASD have a higher risk score on average for developing ASDmeaning that more of the contributing common variants from the parents have been inherited together, versus what would be expected if the risk score was an average of the parents'. Children with ASD in the study were also likely to have independently over-inherited their parents' polygenic risk for developing schizophrenia, as well as polygenic influences associated with more years of education (which are strongly correlated with the polygenic influences on IQ score).

The independent inheritance of these influences may help to explain the different ways that autism can manifest. For example, higher polygenic risk for schizophrenia was associated with lower IQ , whereas higher polygenic scores for years of education were associated with higher IQ, in children with ASD.

The team also found that risk for developing ASD is increased beyond the common polygenic risk score if a rare, harmful mutation, newly arising in the child, occurs in an autism-associated gene. In children with ASD, these rare variants are associated with more severe neurodevelopmental impacts, such as intellectual disability, seizures, and motor function delay.

The study results point to multiple types of genetic risk for ASD, highlighting the need for a better understanding of the behavioral and cognitive traits associated with autism in order to eventually develop models or therapies. Using genetic data from parents and their children to dissect the roots of a disorder also eliminates many potential confounding factors, and the research team noted the utility of this analytic method for studying other types of polygenic risk.

Explore further: Autism genes are in all of us, new research reveals

More information: Daniel J Weiner et al. Polygenic transmission disequilibrium confirms that common and rare variation act additively to create risk for autism spectrum disorders, Nature Genetics (2017). DOI: 10.1038/ng.3863

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Scientists Use Snail Genomics To Fight Deadly Parasitic Disease – IFLScience

An incredible international team of over 100 scientists has just completed a crucial step that might soon help fight a terrible parasitic disease known as schistosomiasis, which kills to up two hundred thousands people every year.

The team, led by researchers at the University of New Mexico, has completed an in-depth analysis of the genome of the tropical Rams Horn snail (Biomphalaria glabrata), which is crucial to the development of the parasite. This research, published in Nature Communication, might tell us how to take the snail out of the equation and stop the parasite before it can affect humans.

Sequencing and characterizing the genome of this snail has given us a lot of information into its biology, lead author Professor Coenraad Adema, from the University of New Mexico, said in a statement. It has informed us on animal evolution and supports the drive to minimize the impact of infectious disease on global health.

The parasite is a flat worm. It infects these freshwater snails at the beginning of its life cycle, and as it develops it takes over the snails reproductive system and metabolic processes. When it is fully developed, it leaves the snail but stays in the water. There it can survive, waiting, until it comes in contact with humans. Then it breakstheir skin and begins to reproduce.

Understanding the snails genome gives us many avenues to cut the snail out of this parasites lifecycle, which one day may lead to the elimination of this disease, Adema added.

After malaria, this is the worst parasitic disease on the planet. So, being able to do work that may help improve global human health outcomes it is a very important motivation for my research.

Schistosomiasis, also known as bilharzia or snail fever, affects the urinary tract and intestine of the people who become infected. According to the World Health Organization (WHO), in 2015, 66.5 million people were reported to have been treated for the disease. Snail fever is one of the neglected tropical diseases.

The research has an impact beyond disease prevention. Researchers are uncovering the full genome of more and more species, which is heralding a new and deeper understanding of the biological links between every organism on Earth.

This is an important contribution to better understanding infectious disease, he said. It also gives us information on regulation of gene expression, comparative immunology, embryology, general biology of snails, animal evolution, and many other things."

The WHO hopes to eliminate snail fever by 2025, and this research might give scientists the right tools to get rid of it once and for all.

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Scientists Use Snail Genomics To Fight Deadly Parasitic Disease - IFLScience

‘Consistent Life Ethic’ needed to change attitudes on abortion – Crux: Covering all things Catholic

[Editors Note: Aimee Murphy is the Executive Director and one of the founders of Rehumanize International, the leading Consistent Life Ethic magazine. The mission statement includes her words, We must realize that the most important issue of our day is the neglect of the dignity of human life. Those on all sides of the political spectrum, and from all angles of belief and religion should be able to put down their arms and join together on these issues. She spoke to Charles Camosy about her work.]

Camosy: You recently changed the name of your organization from Life Matters Journal to Rehumanize International. What does the name-change tell us about the organization you lead?

Murphy: When we founded this organization, back in 2011, we thought it would be a simple side-project for our team members: A magazine published quarterly to share ideas about human life and dignity in the larger context of the Consistent Life Ethic. I dont think any of us anticipated it growing to become what it is now.

When re-evaluating our mission and vision statements earlier this year, we understood that we are so much more than a magazine, and we have been for a long time. So we wanted to adopt a name that was active: A verb that would demonstrate the thing most central to who we are and what we do as an organization.

We settled on Rehumanize International. We believe that this new name speaks to the thing at our core: The inherent and immutable dignity and worth of every single human being.

In a cultural climate and society that so often dehumanizes fellow members of our human family in the name of autonomy or the common good or justice, we must be voices that rehumanize our fellow human beings and seek to restore to each and every human the respect, value, and protection that should be common sense.

This mission does not only reach within our borders, but stretches to all, regardless of nationality.

We believe that this new name shares our non-partisan, non-sectarian perspective that welcomes all in a movement of radical inclusivity in a short, simple way.

When we understand that all of the major political parties participate in certain forms of dehumanization, and that this belief in human dignity is based in a common-sense respect for our shared humanity, it makes sense that Rehumanize International would stand for being inclusive not only in whose rights we seek to protect, but also in whom we work with to achieve that goal.

So this falls along the lines of the Consistent Ethic of Life approach?

Certainly. Our whole underlying philosophy is the inherent dignity of every human being, from conception to natural death.

As such, we oppose all forms of aggressive violence: Abortion, unjust war, torture, euthanasia, embryonic stem cell research, capital punishment, human trafficking, abuse, and the list could go on You asked if its the Consistent Life Ethic approach, however, I wouldnt just call it an approach: We believe it because it is true.

We firmly believe that every human being has intrinsic worth and that every human being deserves protections both in the culture and in the law against all forms of violence.

Yes, this perspective is especially effective at planting seeds and changing hearts and minds, but it is not a mere approach it is the truth, and the truth, on its own, should be attractive.

You promoted these ideas at both the Republican and Democratic national conventions. Any stories to share?

Im sure we could fill a book with all of the interesting stories from our times at the RNC and DNC. We were interviewed by Reuters, Vox, Playboy, Catholic News Agency, Jezebel, Mother Jones, Roll Call, and The New York Times. But I will share one story with you in particular.

There was a man attending some of the protests outside the DNC. He aligned himself as a Democrat, but was dissatisfied with the status quo in the party.

He was very curious about our signs with the Politics Kills design on them and stopped me to talk. First he was curious, then once he found out we were pro-life, he was angry. He went off about how its not even alive and its not a human being.

I gave him one of my pamphlets on why Democrats should embrace the Consistent Life Ethic and showed him the citations on it that discuss prenatal developmental biology and embryology. After about half an hour, he brought up rape as a reason to keep abortion legal.

I shared with him my story of how I became pro-life; how I was raped at 16 and months later thought I was pregnant by my rapist, no less how my rapist had threatened to kill me if I didnt have an abortion how I had realized that I couldnt be like my rapist and use violence against those who were inconvenient or smaller than I and how I rejected abortion as an option.

After hearing my story, this man confessed through watery eyes and with a choke in his voice that he had pressured his high school girlfriend to have an abortion. I gave him my condolences and we stood quiet for a moment. I gave him the URL for AbortionChangesYou.com, in hopes that he might find the healing he so obviously needed.

We resumed talking about resources that are needed to make abortion unthinkable, and we wrapped up the conversation after I reminded him that all acts of violence are contrary to human rights. He said that he was so grateful that we talked, that I had given him so much to think about, that our holistic pro-life witness was what he hoped to see in the future. And I asked if we could hug as we parted. We did.

I thanked him, and I ran through pouring rain a half mile to take shelter. It was such a powerful experience of human connection and planting deeply rooted seeds of a consistent ethic and watering those seeds with compassion. I will never forget that gentleman in fact, I think of him often.

I hope that he sought and received healing. I hope that he sees both the logic and compassion of our position: one which is rooted wholly in the unchangeable dignity of every member of our human family.

One of the most significant aspects of Rehumanize International is your radical welcome to LGBT pro-lifers, folks who may find it more difficult to engage with other pro-life communities.

When I became pro-life at 16, I was already out as queer. I was an atheist at the time. I was already a feminist.

I had a hard time feeling at home in the pro-life movement, which was so often associated with the Religious Right. So when I became more active in college, I wanted to make sure that any space for which I had responsibility in the movement would be welcoming to all.

When I founded Rehumanize International (then Life Matters Journal), one of my highest priorities was creating an organization with whom I would have felt at home when I was 16, coming into the pro-life movement.

At the time I thought it was both a common sense and a radical departure from the norm of the pro-life movement.

Now, looking back on it, I can see how this radical inclusivity fits perfectly with our mission: Not only do we have a radical sense of inclusion in the humans whose rights we strive to protect, but we also are radically inclusive within the ranks of our movement.

It is every human standing for the rights of every human. Indeed if you want to bring an end to abortion (or any form of violence), you need to have everyone on board. You could outlaw abortion with just the Religious Right, perhaps, but you couldnt abolish it altogether in the culture without every single one of us understanding the inherent dignity of all.

That includes LGBTQIA+ folks, Democrats, Atheists, feminists. All of us.

This last point is actually double-sided, too. If we want to create a culture of life, that needs to include everyone. We cant degrade those of us who experience gender dysphoria or same-sex attraction and expect to create a culture where every life is valued.

We dont need to pick and choose whose lives we value and protect: Every single one of us has inherent worth. Every single one of us is worthy of protection.

My sense is you really have your finger on the pulse of the future of the pro-life movement. What do those of us who are from a different generation need to know?

The polling that has been done on Millennials reveals some pretty interesting stats.

Firstly, back when I was in college 6 years ago, we were the most pro-life generation yet. Currently, similar polling demonstrates that my generation is swaying back towards pro-choice in big numbers.

I believe this is related to the cultural blowback against the rise of Donald Trump, seeing from my own experiences with peers.

Secondly, we are the most politically unaffiliated generation yet: We are by and large sick and tired of the Republican/Democrat political paradigm that makes us choose between a lesser of two evils.

Thirdly, we have the highest rate of folks identifying as non-religious or of no faith. And related to the last question, a poll also shows that 20% of Millennials identify as LGBTQIA+: Thats a higher rate than ever before, and its not an insubstantial number.

All of these statistics demonstrate things that I have known from the inside of my own generation as personal experiences.

While many young people are pro-life, we are also politically unaffiliated, dissatisfied with the GOP slavishly dragging the pro-life movement behind it, skeptical of religion for religions sake, and many of us and our friends are queer. (I would venture to say, actually, that most of my close friends in the movement are in the LGBTQIA+ community not just allies.)

I think much of this points to something that is profoundly necessary: A radically inclusive, radically authentic, radically compassionate, radically consistent pro-life movement. When a generation is skeptical of ideology for ideologys sake, or affiliation for affiliations sake, they are seeking consistency, compassion, authenticity, inclusion.

Ive often noted to myself in conversation that the young folks I argue with crave this consistency, this authenticity: Even if they, themselves are inconsistent, they absolutely expect and demand their conversational opponents to be consistent. They are also more likely to admit when they see inconsistencies in their own positions and acknowledge their need to learn more and weigh the arguments.

I do believe that our team at Rehumanize International has what my generation is seeking in the face of such inconsistency and inauthenticity from the establishment voices from political parties, religions, and ideologies.

And I think its because, more than anything ideological or political or religious, we are dedicated to human rights and human dignity. Its because we have a human-centered philosophy that refuses to pick political sides or solely align with one religious background.

The Consistent Life Ethic is for everyone, because the rights, life, and dignity of each human being is our foundation.

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'Consistent Life Ethic' needed to change attitudes on abortion - Crux: Covering all things Catholic

A more detailed understanding of cell divisions giving rise to sperm and egg cells could lead to infertility treatments – Medical Xpress

May 17, 2017 Researchers have identified a speedy protein that plays an important role in the cell division process called meiosis. Credit: SCIEPRO/Science Photo Library

Researchers have shown that a recently identified protein, called Speedy A, plays an essential role in the early stages of meiosisa special type of cell division that produces sperm and egg cells.

In meiosis, a single cell divides twice, producing four cells, known as sperm or egg cells, which contain half the genetic information of the original cell. When a sperm fertilizes an egg, the resultant embryo contains a full set of chromosomes. In the early stages of meiosis, chromosomes residing in the nucleus undergo a process called recombination, which involves the exchange of genetic material that leads to genetic diversity.

"Recombination can only happen when the ends of the chromosomes, called telomeres, are attached to the nuclear envelope," explains Philipp Kaldis of the A*STAR Institute of Molecular and Cell Biology.

Kaldis, in collaboration with Kui Liu of Sweden's University of Gothenburg, and colleagues in China and the US, wanted to understand how chromosomal telomeres attach to the nuclear membrane or 'envelope', during meiosis.

Using immunofluorescent staining of mouse spermatocytes, they found that a protein called Speedy A is localized to telomeres. Speedy A is a member of the Speedy/RINGO protein family, which activate cyclin-dependent kinase 2 (Cdk2), an important cell division-related protein which is also localized to telomeres, but whose role in meiosis is not fully understood.

The researchers then bred mice that were deficient in the gene for Speedy A and found that mice lacking Speedy A were infertile, similar to mice that were previously bred lacking Cdk2.

By comparing telomerenuclear envelope attachment in mice with and without Speedy A, the team found that a specific portion of the Speedy A protein, called its RINGO domain, facilitated binding to Cdk2. Speedy A also bound to telomeres via its N terminus (the end that has a free amine group) and this, together with the RINGO domain, form Speedy A's 'telomere localization domain', which the researchers believe mediates the initial binding of chromosomal telomeres to the nuclear envelope.

Speedy A's other end, the C terminus (which has a free carboxyl group), is responsible for activating Cdk2 and is unlikely to affect telomere attachment to the nuclear membrane. Speedy A may also recruit Cdk2 to telomeres and later activate it together with other cyclins. Activated Cdk2 may then help regulate chromosome movements along the nuclear envelope.

"Our work is basic research, but you wonder whether a man with fertility defects may have defects associated with Cdk2 and Speedy A," says Kaldis. The team's "ultimate goal is to develop treatments for males with fertility issues," he says.

Explore further: How two telomere proteins interact with each other and the functional effects of cancer-associated mutations

More information: Zhaowei Tu et al. Speedy ACdk2 binding mediates initial telomerenuclear envelope attachment during meiotic prophase I independent of Cdk2 activation, Proceedings of the National Academy of Sciences (2017). DOI: 10.1073/pnas.1618465114

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U. biochemistry professor wins Rosenblatt Prize – Deseret News

David Titensor, University of Utah

Wesley I. Sundquist, distinguished professor of biochemistry at the University of Utah, has won the Rosenblatt Prize for Excellence, the U.s most prestigious faculty award.

SALT LAKE CITY Wesley I. Sundquist, distinguished professor of biochemistry at the University of Utah, has won the Rosenblatt Prize for Excellence, the U.s most prestigious faculty award.

The $40,000 gift is presented annually to a faculty member who displays excellence in teaching, research and administrative efforts.

The Rosenblatt Prize Committee, a group of faculty members, recommends candidates for the award. U. President David Pershing made the final selection.

Dr. Sundquists discoveries have enriched the field of biochemistry and hold enormous promise for improving human health, Pershing said in a statement. His dedication as a teacher and mentor ensures that his influence will be felt for generations to come. The University of Utah is fortunate to have a scientist and educator of his caliber, and it is a pleasure to honor him with the institutions most distinguished faculty award.

Sundquist holds a doctorate in chemistry from the Massachusetts Institute of Technology, was a postdoctoral fellow at the MRC Laboratory of Molecular Biology in Cambridge, England, and began his career at the U. in 1992 as an assistant professor in the biochemistry department. He became the Samuels Presidential Chaired Professor in 2015 and a distinguished professor in 2017.

Sundquist is chairman emeritus of the U. School of Medicine's executive committee and former chairman of the Benning Society. He has also served as co-chairman for the biochemistry department with Chris Hill since 2009.

Sundquist is internationally recognized for his research discoveries in HIV replication and fundamental processes in cell biology. His work has transformed the understanding of the architecture, assembly and budding of HIV, and his research on viral structures is leading to new strategies for HIV therapeutics that have transformative potential for human health.

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U. biochemistry professor wins Rosenblatt Prize - Deseret News

BRIEF-Beijing Leadman Biochemistry sets up Fujian medical devices JV with individual – Reuters

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BRIEF-Beijing Leadman Biochemistry sets up Fujian medical devices JV with individual - Reuters

‘Grey’s Anatomy’ spinoff is everything that’s wrong with TV – New York Post

Does Shonda Rhimes think shes Dick Wolf?

Taking several pages from the Law & Order masterminds playbook, ABC announced Tuesday that Rhimes, the outrageously successful creator of Scandal and Greys Anatomy, will next executive-produce a Greys spinoff, also set in Seattle with firefighters, not love-starved doctors, as its focus.

Is this not a blatant rip-off of Wolfs Chicago franchise on NBC, which includes, so far, the fire and police departments, the hospital and the courthouse? What might ABC call this one? By George, I think Ive got it: Seattle Fire!

No one can interweave the jeopardy firefighters face in the line of duty with the drama in their personal lives quite like Shonda, and Greys signature Seattle setting is the perfect backdrop for this exciting spinoff, crowed ABC Entertainment President Channing Dungey in a statement announcing the newest addition to Rhimes empire.

Really? What has Wolf been doing since Chicago Fire kicked off his Windy City franchise in 2012?

Wolfs city of heroes franchise also includes Chicago P.D. launched in 2014, Chicago Med, which debuted a year later, and the 2017 entry, Chicago Justice. With the exception of the latter show, which has yet to be renewed for next season, they are dependable performers for NBC, averaging between 6 and 7 million total viewers. They also offer more proof that Wolf is the undisputed master of setting procedural shows in a specific city and, unlike Greys Anatomy (which is filmed in Los Angeles), shooting them there. His on-location Chicago series give viewers the gritty urban feel they learned to love on Wolfs groundbreaking, New York-set Law & Order franchise, whose sole survivor, SVU, has been renewed for an age-defying 19th season.

What does Rhimes and her Shondaland production company, which specializes in the kind of daytime-skewing melodrama where dominant females stomp their way through the corridors of power, have to offer here? Shes already launched one LA-set Greys spinoff, the middling Private Practice, which ran for six seasons. Do we need another? Rhimes is already on tap to executive-produce another legal series for ABC, the midseason entry For the People in 2018. And her most recent series, The Catch, was canceled after two lackluster seasons.

If it wasnt clear before, this latest Shondaland project seals it: ABC is in a rut programmingwise. After scheduling two doomed Scandal knockoffs last season (Conviction and Notorious), the network has decided to go back in time to find viewers. And so they announced a revival of American Idol, a series that has been off its competitors air just over a year, and then Roseanne, which ended 20 years ago. Whats next? The reboot of Burkes Law? Have Gun Will Travel with, let me think ... Zac Efron as Paladin?

Hollywood, I think we have a problem.

By contrast, another prolific producer, Ryan Murphy, has kept working (on cable, admittedly) by bucking formulas and branching out into different TV genres, and doing so in surprising, provocative and entertaining ways that command the attention of viewers and the respect of Hollywood, scooping up Emmys and other awards. In the past few years he has given us American Horror Story, The People v. O.J. Simpson and Feud: Bette and Joan, three distinct series that sent programmers scrambling to their conference rooms ... to copy him.

Imitation may be the sincerest form of flattery, but on TV, its a crutch.

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'Grey's Anatomy' spinoff is everything that's wrong with TV - New York Post

The Anatomy of a Global B2B Campaign – AdAge.com

Lauren Flaherty,CA Technologies' CMO. Credit: CA Technologies

When you spy the occasional B2B ad campaign that is both surprising and relevant, veterans of the trade can't help but wonder, "Why wasn't that new 'organ' rejected by the corporate body?"

To answer this question, it helps to spend time with the top marketing surgeon (aka CMO). In the interview below, Lauren Flaherty, CMO at CA Technologies, helps dissect the strategic thinking behind CA's new global campaign, "The Modern Software Factory." In the process, her diagnosis identifies several truths that other marketers would be wise to take to heart.

Talk about your new campaign.

"The Modern Software Factory" is a way of framing how CA can help guide companies through their digital transformation. Over the last couple of years, we've been talking about the application economy and all of its promise. What we came to appreciate is that people understand it, but they struggle with how to get there. For example, customers need to be agile, they've got to get apps to market more quickly and securely, they desperately need insights from data. "The Modern Software Factory" is not a show floor for us; it's actually where we can ask customers: Where's your pain point? Where do you see your opportunity? And then we can demonstrate that we have the software that can help. [View new ads here and here.]

What was the genesis of this idea?

The genesis WAS a book written last fall by our CTO and a number CA's presales team members called "Digitally Remastered." Their insight came from years of working with customers and seeing the best practices for what we call in the book, "A Blueprint for Your Modern Software Factory." It comes from real customer data and insights, and it's a very pragmatic approach to how you proceed on the digital transformation journey.

It's a big deal for a global company to launch a new campaign like this. What were the main steps to bring the program to fruition?

We work closely with our regional colleagues to make sure that a campaign is relevant in all regions. What was fascinating was that our sales and marketing teams heard the same things from customers in every region. The customer doesn't come to the discussion saying, "I'm looking for product X, Y or Z." Instead, they say, "I need to make this happen. I have this pain point." Interestingly all of us who do global brand work struggle with adoption outside of the U.S., but there was this universal need for digital transformation. It varies by country in terms of maturity, but the need to have business be powered by software is universal.

Before we launched, we've also enabled our sales colleagues with education and training, so they're prepared to carry "The Modern Software Factory" narrative. This campaign is an articulation of our business strategy, so our ability to show CA's know-how and have a different kind of dialogue with our customers is crucial.

What were the biggest hurdles that you had to overcome in bringing this to market?

Simplification. Technology and software can get pretty geeky, pretty fast, so it was important to simplify the message to align with business outcomes, keep it customer-centric and avoid the pitfalls of speaking in code. We focused on a narrative around business value and goals, so the campaign would resonate with the targets we wanted to reach. We also developed a framework that would be globally relevant, clear and easy to understand. Once we had those elements, and coupled the voice of the customer with the device of "The Modern Software Factory," it started to click and came together quickly.

Will you be measuring impact on brand perceptions?

We measure everything! For brand, we'll look at traditional metrics around reputation management, in association with our brand familiarity and consideration. We care a lot about consideration, because that's based on our data, and is the leading indicator to what we'll see downstream in pipeline. We also look at what's happening with CA.com -- traffic, and how it spikes as we turn the faucet of content on and off, how long and where are people on the site, and more.

How about lead generation?

Underneath the brand metrics, product demand is everything here. We look at pipeline data, specifically whether we have enough opportunities by week across sales, partners, digital sales and marketing. We ask whether we're creating enough opportunity that will convert into revenue. So, we consider the full spectrum of measurement, from brand to what I call hygiene-level demand creation.

Did you work with any outside partners?

We work with a team called John McNeil Studios, or JMS, based in Berkeley, California. They've been our agency of record for brand for the last three and a half years. JMS is a really talented group, and they help us with everything from television, to digital, to brand identity work. They get the category, and they're great partners.

In terms of launching the "Modern Software Factory" campaign and getting it to market, what were the biggest lessons learned?

I think the biggest lesson --- and it sounds so obvious -- is that when you keep the customer at the center of everything, it's your True North. We just kept coming back to, "How do they express their needs? Where do they place the greatest value?" It framed how we would tell the story, and what we would emphasize.

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The Anatomy of a Global B2B Campaign - AdAge.com

An Explosive Grey’s Anatomy Finale! See How Meredith Reacts in the Moments After Blast – PEOPLE.com

Greys Anatomy has been known for letting sparks fly both figuratively and literally but things are taken up a notch in the season 13 finale on Thursday as the staff at Grey Sloane Memorial attempt to mitigate the casualties after an explosion rocks the hospital.

In an exclusive sneak peek, Meredith (Ellen Pompeo), Arizona (Jessica Capshaw) and Minnick (Marika Dominczyk) are in the Grey Sloane parking lot when a fireball is seen busting out of one of the higher floors of the hospital.

The doctors attempt to get back into the hospital but are stopped by security, who have locked the facility down while they hunt for a rapist on the run inside.

Bailey (Chandra Wilson) sees the women and insists the security guards allow the women inside so they can help with the crisis, which is the result of a fight between Pratt (Jerrika Hinton) and the rapist.

The season 13 finale of Greys Anatomy airs Thursday at 8 p.m. ET on ABC.

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An Explosive Grey's Anatomy Finale! See How Meredith Reacts in the Moments After Blast - PEOPLE.com