ALF picks Golin as agency of record

WASHINGTON: The American Legacy Foundation (ALF) has named Golin/Harris International its new AOR after a long review. The financial terms of the deal were not disclosed, but previous estimates of the ALF's annual PR outlay ranged from $2 million to $4 million.

WASHINGTON: The American Legacy Foundation (ALF) has named Golin/Harris International its new AOR after a long review. The financial terms of the deal were not disclosed, but previous estimates of the ALF's annual PR outlay ranged from $2 million to $4 million.

The MWW Group and Fleishman-Hillard were also vying for the high-profile business. Porter Novelli, the incumbent, bowed out of the competition in May, citing unfavorable changes in the account structure.

The ALF, known mostly for its "Truth" campaign, emerged in 1999 as a result of the Master Settlement Agreement between the tobacco industry and a coalition of attorneys general in 46 states. The independent nonprofit uses PR, advertising, grassroots marketing, and consumer outreach to inform young people about the health risks associated with tobacco.

"We selected Golin/Harris because of their insight on opportunities to support the foundation's mission to build a world where young people reject tobacco and anyone can quit," said Cheryl Healton, ALF president and CEO, in a statement.

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