12 Agencies Contacted for $5 Million Account

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NEW YORK ( -- The America Red Cross is conducting a review for its $3 million to $5 million advertising account.

The Washington-based disaster-relief organization has asked 11 large and small agencies across the country, as well as the incumbent, independent Nerve in Portland, Ore., for information and will select three finalists the first week of May.

Decision expecred in May
A decision is expected by the middle to end of May. Achenbaum Bogda & Associates, Raleigh, N.C., is running the review.

The winner will be responsible for branding creative as well as media, which it could outsource.

The nonprofit group has worked with agencies on a project basis. One of those, Interpbulic Group of Cos.' Hill, Holliday, Connors, Cosmopulos in New York, is believed to be participating. Neither the agency nor the consultant would comment.

The American Red Cross spent $9.5 million on measured media last year, according to TNS' Media Intelligence/CMR.