The RFP is part of a larger initiative for the Atlanta-based nonprofit organization to become more integrated and better reach multicultural audiences, said Greg Donaldson, national VP of corporate communications for ACS. The account, encompassing all creative services, has an annual budget of $20 million. The RFP was issued in late summer.
“It's the onus of stewardship,” said Donaldson. “We think it's the right thing to do. We were not dissatisfied with our agency partners.”
Porter Novelli (PN), the nonprofit's AOR since 2000, declined to repitch. Both Donaldson and Robyn Castellani, partner and director of the health and social marketing practice for the agency's Atlanta office, noted the long-standing relationship between ACS and PN.
PN, which launched Fight Cancer with Fun initiative this summer, will continue to work with ACS until a decision is made, Castellani said.
Donaldson declined to say which agencies were finalists in the process but the 95-year-old organization was very clear that a multicultural capacity, or multicultural agency partners, were necessary. ACS is using Pile and Company as part of the review process. Atlanta-based TG Madison, the advertising AOR for the nonprofit, is repitching the creative account, he added.
“We have a strong desire to increase personal relevance,” said Donaldson, who noted that other companies and organizations are facing similar changes.