The American Legacy Foundation awards anti-tobacco account to Arnold, Crispin Porter & Bogusky

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The American Legacy Foundation on Sept. 15 gave its $150 million to $255 million annual anti-tobacco account to a team headed by Arnold Communications, Boston, that also includes Crispin Porter & Bogusky, Miami.

Arnold handles the Massachusetts state anti-tobacco campaign and a small anti-tobacco effort for the Food & Drug Administration, while Crispin handles the Florida state campaign.

Florida and occasionally Massachusetts have used their campaigns to accuse the tobacco industry of misdeeds and there were indications the national campaign--to be developed by what is being called the "Arnold alliance''--might take a similar approach.

Crispin was hired to do the Florida campaign by Chuck Wolfe, then state tobacco control director. Mr. Wolfe now is overseeing the national effort.

The foundation was created by state attorneys general as part of their agreement with tobacco marketers settling state tobacco lawsuits and it will be getting $300 million a year from tobacco companies to use for anti-smoking advertising and educational efforts.

Arnold will do media buying, planning and oversee creative with help from Crispin and several other agencies including Burrell Communications, Chicago; Imada Wong, Los Angeles; Bromley Aguilar & Associates, San Antonio; and In addition Porter Novelli will do public relations; the Nixon Group, Miami, field marketing, and Teenage Research will do research.

Arnold won over two other remaining finalists: agency teams led by Messner Vetere Berger McNamee Schmetterer/Euro RSCG, New York, and the Richards Group, Dallas.

Fran Kelly, Arnold's managing partner and chief marketing officer, said he expected advertising to break for certain by next year and that ads might launch before yearend.

Copyright September 1999, Crain Communications Inc.

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