Ogilvy wins two education tasks for California's kids

SACRAMENTO, CA: Ogilvy PR Worldwide's California education group

has won two competitive pitches for new accounts, totaling $1.2

million.



Besting The Phelps Group and incumbent Porter Novelli in the final

round, Ogilvy will conduct the READ California literacy campaign for the

California Office of the Secretary for Education. The one-year renewable

contract is worth $945,000.



Alicia Ritter, MD and head of Ogilvy's California education group,

promised a non-traditional campaign for grades K-12 using sports and

entertainment celebrities. Ritter also said she plans to hire the

Groundlings Theater Troupe, a breeding ground for Saturday Night Live,

to write and perform a skit to educate high schoolers on the importance

of reading.



All 10 California staffers of the education group will work on the READ

campaign.



Ogilvy will also begin work for the Los Angeles Community College

District, a $250,000 account. Promising a multi-ethnic outreach,

Ogilvy pitched with African-American specialist Young Communications

Group, Latino specialist Valencia, Perez & Echeveste, and Asian

specialist Nakatomi & Associates. The group beat Fleishman-Hillard for

the account.



"We're going to use more non-traditional grassroots media outlets, which

is actually more representative of the district's constituent base,"

said Ritter. "The goal is to raise the visibility of the district and

the campuses throughout the greater LA area."



Six Ogilvy staffers will work on the community college account.



Fleishman received a separate contract to promote the college district's

spending of a recently passed education bond.



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