LOS ANGELES: The Daniel Pearl Foundation has chosen Allison & Partners as its first AOR.
Marianne Scott, executive director of the foundation, said the agency was chosen after "a few" others were interviewed "because of its experience in cause-related marketing."
Until now, the foundation has worked with a number of agencies for various projects.
The foundation was formed in 2002 in memory of Wall Street Journal reporter Daniel Pearl, who was murdered by terrorists in Karachi, Pakistan. The nonprofit's mission is to promote the ideals that inspired Pearl's life and work though programs like sponsorships of journalism fellowships and public dialogues between Jews and Muslims.
Allison & Partners' immediate project is promoting the third annual Daniel Pearl Music Day, a global network of concerts in October to encourage "harmony and humanity."
"There is a lot of PR that has to be done," said Scott, "both in terms of reaching out to musicians directly, as well as to musicians through the media."