WASHINGTON: The American Legacy Foundation's (ALF) agency review was narrowed down to three finalists last week: Fleishman-Hillard, The MWW Group, and Golin/Harris.
Incumbent agency Porter Novelli dropped out of the competition on May 2, citing unfavorable "changes in the account structure."
Porter Novelli was the ALF's agency of record since its inception four years ago. "With the impending account restructure, the foundation's agency of record will provide implementation and tactical support, but little strategic counsel," read a statement issued by the agency.
Pile and Company, the Boston-based consultancy conducting the search for the
ALF, did not counter Porter Novelli's characterization.
A decision on the potentially seven-figure account is expected next month.
The ALF was formed as a result of the Master Settlement Agreement between the tobacco industry and a coalition of 46 states' attorneys general. The independent nonprofit attempts to spread information to young people about the health risks posed by tobacco.