Northlich to take on Ohio teen smokers

COLUMBUS, OH: Northlich Communications has nabbed Ohio's teen

anti-smoking campaign, a four-year assignment likely to spend $2

million on PR.



The overall integrated marketing effort will spend $50 million

over its first four years.



Northlich is working with The Nixon Group for grassroots efforts and the

Center for Urban Progress, a Columbus community relations and ethnic

markets specialist firm. Northlich will also handle advertising and

marketing.



The RFP asked for an ad agency that could oversee PR and grassroots

marketing.



Twelve proposals - several from groups of ad and PR shops - were

received in late October. Three finalists were selected by an evaluation

committee of the Tobacco Use Prevention and Control Foundation, the

eight-month-old Ohio quasi-governmental agency funded by tobacco

settlement money that will direct state anti-smoking efforts.



The other finalists were SBC Advertising of Columbus, and Wyse

Advertising of Cleveland, said Susan Jagers, interim assistant director

of the foundation.



Golin/Harris and Porter Novelli were reportedly among the early

contenders.



Northlich nabbed the contract thanks to its past experience in social

marketing. It's worked on such projects as the Crest toothpaste school

program and other teen health issues, said Rick Miller, a Northlich

EVP.



While details of what Northlich is planning are still being finalized,

Miller said the firm will look to successful teen smoking prevention

programs in other states.



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