NEW YORK: Peppercom will handle a $1 million PR campaign to promote safe SUV driving.
The firm won the business in a joint pitch with advertising agency Bartle Bogle Hegarty, a Publicis company, beating out agency teams from Havas and Interpublic, said Steve Cody, managing partner and cofounder of Peppercom.
The client is a working group composed of attorneys general from all 50 states and such localities as Washington, DC.
Spending for advertising and PR will be $27 million.
Peppercom expects to launch the initiative in January with a major media event. The firm then plans to follow up with consumer-directed events across the country, said Ann Barlow, partner and senior director at Peppercom.