FLORIDA PLANS $30 MILLION SUV SAFETY AD CAMPAIGN

Seeks Consultant to Manage Agency Review

By Published on .

DETROIT (AdAge.com) -- The Florida Attorney General's office is leading a 50-state search for a consultant to help the state select an ad agency for a one-time, $30 million national sport utility vehicle safety campaign.

Bids from consultants are due April 4.

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Six consultancies will be picked to contend for the assignment, and a final decision is expected around May 1, said Brad Barbin, special counsel at the Attorney General's office in Tallahassee.

Search criteria
The winning consultant will develop selection criteria in the search for agencies. Shops currently working on national automobile or regional dealer ad group accounts will not be considered. An agency is expected to be tapped sometime in August, with the campaign planned for this fall.

Mr. Barbin also chaired the 50-state group that sued Ford Motor Co. over false advertising for its popular Explorer SUV brand. Ford, he said, settled with the states last December, agreeing to pay $51.5 million. The group will use $30 million of that for a national campaign.

Mr. Barbin said the price tag will cover all expenses, including media and production. He said he anticipated the ads would be for TV, radio and print.

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