AMERICAN LEGACY DECIDES $65 MILLION MEDIA REVIEW

Anti-Smoking Group's Account Goes to Unnamed New Agency

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WASHINGTON (AdAge.com) -- The anti-smoking group American Legacy Foundation is moving its $65 million-plus media account to a so far unnamed new agency that is expected to try to win free as well as paid placement of the ads.

Chris Cullen, the foundation's executive vice president of marketing, on Thursday said the contract would likely be signed next week.

Havas' ArnoldMPG

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had handled the account as part of the creative work done by sibling Arnold Worldwide Partners, Boston, and Maxxcom's Crispin Porter Bogusky, Miami, before the foundation, looking for cost savings, decided to undertake a media review. MPG USA, New York, was a finalist in the review.

Mr. Cullen said the foundation, which is reviewing all its advertising in light of its loss of future payments for the campaign from tobacco makers, will now launch its review of creative. The foundation has hired review consultant Pile & Co., Boston.

The foundation was created in 1998 as part of an agreement between state attorneys generals and major tobacco companies, which made annual payments to American Legacy. It is set to receive its last $300 million funding in March. The group hopes that by investing some of the money and keeping its costs down it will have enough money to keep running programs through 2008.

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