Greg Donaldson, national VP of corporate communications for ACS, said that the nonprofit looked at three dozen PR agencies before narrowing it down to four finalists, including Boston-based Brodeur Partners. In tandem, ACS selected the Richmond, VA-based Martin Agency as its advertising AOR; the combined creative accounts have an annual budget of $20 million.
Brodeur was selected based on its “innovative thinking, transformational ideas, and a clear ability to glean insight,” said Donaldson, who previously told PRWeek that the review was part of a larger effort to become more integrated and better serve its multicultural audiences.
Porter Novelli, the incumbent AOR, declined to repitch the account. The RFP was issued in late summer.
Andrea Coville, CEO of Brodeur Partners, said the account was a large win for the agency, because of its size, but also because of the “opportunity, in terms of who they are.” The account will be led by Brodeur SVP Leslie Tullio in Washington. Staff from other Brodeur partner agencies will contribute healthcare, digital, branding, oncology, and patient perspective expertise.