American Legacy Foundation review down to four firms

WASHINGTON: The American Legacy Foundation (ALF) is entering the final stages of its agency review. Five shops were invited to give capabilities presentations in the near future.

WASHINGTON: The American Legacy Foundation (ALF) is entering the final stages of its agency review. Five shops were invited to give capabilities presentations in the near future.

The semifinalists are Fleishman-Hillard, Magnet Communications, The MWW Group, and Golin/Harris International. The incumbent, Porter Novelli, was a semifinalist, but pulled out as PRWeek went to press.

The ALF 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 spread information to young people about the health risks posed by tobacco.

A spokesperson for Pile & Company, the Boston-based consulting firm managing the review, said the field of five will be cut to three this month, and a winner will likely be selected in June. She suggested that the length and cost of the contract are still under consideration, but estimates of the ALF's annual PR outlay rest between $2 million and $4 million.

The ALF's $50 million advertising account is currently up for review as well.

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