DALLAS: The Susan G. Komen Breast Cancer Foundation has selected Weber Shandwick as AOR, replacing longtime firm Barkley Evergreen & Partners.
Susan Carter, Komen's director of communications, noted that the RFP was not sparked by any particular need, but a commitment to stakeholders to constantly reevaluate agencies.
Though the overall outreach effort is about building "share of voice," WS' first task is helping to plan Komen's 25th anniversary in 2007.
Komen also retained LA-based Axis Agency, a fellow Interpublic Group firm, for multicultural outreach.
"We're so lean and mean, we [want] an agency to be an extension of our team," Carter said.
Account terms were not disclosed. WS prevailed in a competitive pitch against four firms.
Ken Luce, president of WS' California and Southwest regions, noted that the firm also has its eye on breast cancer awareness month in October.
He called the task a comprehensive PR and marketing effort that would involve the Dallas, New York, and DC offices, as well as the healthcare unit.