Council for Responsible Nutrition seeking new agency

WASHINGTON: The Council for Responsible Nutrition (CRN) Foundation is reviewing the PR duties for its four-year old consumer wellness education campaign.

WASHINGTON: The Council for Responsible Nutrition (CRN) Foundation is reviewing the PR duties for its four-year old consumer wellness education campaign, “Life…Supplemented."

“At the beginning of the campaign, we did an extensive search and selected CRT/tanaka, and we're very proud of the work they have been doing,” said Judy Blatman, SVP of communications for CRN. “But we felt as we move into our fifth year, even though the campaign is successful, it would be appropriate to put it up for review.”

The industry-wide campaign, which aims to promote a comprehensive approach to wellness, is supported by 35 of its member companies.

“People are still excited about it, and so we're looking to take it to the next level,” Blatman told PRWeek.

CRT/tanaka has been invited to pitch, Blatman confirmed. She said she is also talking to roughly eight other agencies.

Blatman expects to determine a shortlist in early autumn, with the goal of having the winning agency in place by the end of the year. “We want an agency that is smart and creative, strategic and responsive,” she added. “We really view the agency as a partner of the campaign.”

The budget of the account is not being disclosed.

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