Edelman to drive Girl Scouts' centennial campaign

NEW YORK: Girl Scouts of the USA has chosen Edelman to head its communications efforts for its 100th anniversary celebration, following a competitive RFP process involving four agencies.

NEW YORK: Girl Scouts of the USA has selected  Edelman to head its communications efforts for its 100th anniversary celebration.  The selection follows a competitive RFP process involving four agencies.

The search for an agency began in mid-June and ended before July 4, said Denise J. Pesich, VP of communications at Girl Scouts, who added that that the search was “long and exhaustive.”

The organization reached out to agencies with different areas of expertise for the process. CRT/tanaka, the Girl Scouts' AOR for the last 10 years, was part of the review.

“They came in at a very close second, but we have expanded their contract to include some of the execution for the 100th anniversary,” Pesich said. “They are considered a terrific partner of ours and they are totally supportive of everything we're trying to do in concert with Edelman.” The contract runs through March 2013.

In concert with CRT and the Girl Scouts, Edelman will help the Girl Scouts build brand awareness and enhance the organization's integrated marketing. Girl Scouts wants to engage with its audiences and help them understand that steps need to be taken to empower and influence girls in society.

“We were very interested in the idea that Edelman will work with us to come up with a galvanizing idea that allows us to own and reclaim our leadership mantel on behalf of girls as the expert and thought leader on girls issues,” Pesich said.

In addition to its collaborative proposals, Pesich said Edelman was selected because of its ability to work “in a very compressed period of time” while still demonstrating thoughtful insight into the 100th anniversary celebration.

Using various media platforms, the agency will also help Girl Scouts expand its reach to girls around the country. The organization wants Edelman to increase its social media channels, such as Facebook, as well as traditional media outreach, using public service announcements and press releases to get the word out.

CRT will be focusing on major local council events, such as the Rose Bowl Parade in Pasadena, CA., and the Rock the Mall event in Washington, D.C.

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