Boys & Girls Clubs selects Publicis for pro bono work

ATLANTA: The Boys & Girls Clubs of America (BGCA) has chosen Publicis over two other integrated agencies for its PR business, the organization announced late last month.

ATLANTA: The Boys & Girls Clubs of America (BGCA) has chosen Publicis over two other integrated agencies for its PR business, the organization announced late last month.

ATLANTA: The Boys & Girls Clubs of America (BGCA) has chosen

Publicis over two other integrated agencies for its PR business, the

organization announced late last month.



Publicis’ PR capabilities - expanding almost monthly through

acquisitions in major US cities - were among the deciding factors that

helped the firm trump finalists Kirshenbaum Bond & Partners and Warwick

Baker O’Neill for the pro bono account.



While the BGCA is based in Atlanta, Publicis’ newly acquired New

York-based PR and direct marketing units, LobsenzStevens and The

Gramercy Group, will lead the account team.



The non-profit organization’s board approached several integrated

agencies after parting ways with Ammarati Puris Lintas. The firm had

held the account for some time, as one of Ammarati’s predecessor

agencies volunteered the company’s services more than a decade ago,

according to BGCA VP Evan McElroy.



As the players changed over time, the organization decided to seek help

from other firms. McElroy credited Ammarati’s public service

announcements, which featured Denzel Washington and Colin Powell, with

helping charter more than 1,200 new club locations over the last 12

years.



In addition to offering ad services, Publicis will use PR, direct

marketing and Internet capabilities to promote the group. ’We could

offer them more in the way of services than just about anyone else,’

said Publicis’ Jennifer Hoppner, who added that PR would account for a

’considerable amount’ of the agency’s efforts.



Choosing between the ad firms presented BGCA with a ’pleasant problem,’

according to McElroy. While the organization’s board includes

high-ranking execs from companies like Blockbuster, Coca-Cola and

American Express, McElroy believes what really excited the firms that

pitched for the BGCA business was the simple satisfaction of

contributing to a good cause.



In other Publicis developments, the agency’s Dallas office beat out five

other unnamed Texas firms for the PR-only Michael Holigan account. The

e-commerce company sells home-building products to builders, contractors

and consumers.



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