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Gore's Environmental Group Taps Martin Agency

Alliance for Climate Protection Campaign Likely Worth $100M

By Published on .

NEW YORK (AdAge.com) -- The Alliance for Climate Protection, the organization created by Al Gore to educate the public on global warming, has selected Interpublic Group of Cos.' Martin Agency, according to a spokesman for the group.
Al Gore
Al Gore Credit: Nancy Kaszerman

Martin beat MDC Partners-backed Crispin Porter & Bogusky, Publicis Groupe-backed Bartle Bogle Hegarty and WPP Group's Y&R.

Three- to five-year effort
Spending on the campaign, expected to roll out this fall, hasn't been disclosed, but is expected to rival other major social-marketing efforts, meaning it will likely be more than $100 million in measured media.

The request for proposal suggested the campaign, a three- to five-year global effort, will launch online in coming weeks, followed by a heavy broadcast presence.
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