Legacy Names 72andSunny to Handle Creative on Anti-Tobacco Crusade

Group Behind Truth Campaign Says It Plans to Increase Paid Ad Spending

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Legacy's 'Shards O Glass' freeze pops ad knocked marketers of lethal products
Legacy's 'Shards O Glass' freeze pops ad knocked marketers of lethal products

72andSunny has picked up the creative account for the Legacy Foundation, the organization that runs the anti-smoking Truth campaign.

The account had been exclusively handled by Havas' Arnold since 2007, though the shop has worked with the group for nearly 14 years -- alongside CP&B, which garnered much attention as an up-and-coming shop in the early 2000s in part because of its work on Truth.

Legacy kicked off a review in July managed by consultant Pile & Co. Other shops that participated in the review include Omnicom's 180LA and BBDO plus independents Anomaly and Droga5. In November, Legacy named WPP's MediaCom as its new media planning and buying agency, succeeding Omnicom's PHD..

"The U.S. Surgeon General recently reported that 5.6 million youth alive today will lose their lives to tobacco if we don't step up with game-changing solutions," said Robin Koval, president-CEO at Legacy, in a statement. "Truth has been one of the most successful social norm-shifting campaigns ever, but to reach a new generation of young people requires a disruptive new approach. We're confident that 72andSunny will help us create the kind of work necessary to make Truth the top teen brand it must be to end this epidemic and create Generation Free -- the first smoke-free generation.

Ms. Koval, the former head of Publicis Kaplan Thaler, was named Legacy's second president-CEO last October.

Legacy said it plans to "devote new and significant investments in paid advertising" to help augment federal anti-smoking programs. "Such national paid advertising will supplement Truth's extensive grassroots and digital outreach in order to fully surround the youth audience that the campaign must reach," the gruop said.

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