The agency beat out Publicis Groupe's
The review was announced last April, but a protracted search for a consultant to handle the review pushed back the state's schedule. The state eventually hired Pile & Co., Boston, in August to conduct the agency review.
The campaign was originally set to break last fall. The safety effort is now likely to break this fall and is expected to include TV, radio and print.
The funds for the ad campaign are from a $51 million settlement that Ford Motor Co. agreed to pay after all 50 states sued the automaker for false advertising of its popular Ford Explorer SUV. The Florida attorney general's office led the group. The state said $30 million of the settlement is for the national ad blitz.