WASHINGTON: Edelman beat out 15 agencies ? including incumbent Ogilvy PR ? to become the new AOR for the United Way of America.
David Albritton, UWA's VP of field and media communications, said the group is eager to continue spreading the word about its ongoing transformation from a simple fundraiser to a "community impact organization" that works with local leaders to identify and address community need.
Edelman will also be charged with expert positioning for its CEO, Brian Gallagher.
Albritton complimented Ogilvy's work over the past three years, and said Edelman's success in the RFP was "a pleasant surprise." Ogilvy SVP Jeffrey Leopold wrote via email, "[We] are proud of what we accomplished together."
Albritton would not reveal the 13 other agencies that pitched.
A team of four in Edelman's DC office will handle the UWA account. Two vice chairmen, Leslie Dach and Michael Deaver, will also contribute time on a pro bono basis.