PHILADELPHIA: Big Brothers Big Sisters of America has retained Porter Novelli to help with PR efforts surrounding its centennial in 2004. Big Brothers Big Sisters is the nation's oldest youth-mentor organization. Porter Novelli will serve as the group's agency of record.
From its New York office, Porter Novelli will use consumer brand marketing and media relations to spread the word about the organization's goal to reach 1 million youths by the year 2010.
"This landmark occasion offers Porter Novelli the opportunity to raise consumer awareness of this exemplary youth-mentoring program though a combined effort of several specialty offerings," said Julie Winskie, senior partner and head of the agency's consumer marketing practice.