AUSTIN, TX: Livestrong hired Edelman's multicultural group for its Hispanic PR initiatives.Katherine McLane, senior director of communications and external affairs at Livestrong, said the assets that Edelman brought to the table were “overwhelming.” This past October, the nonprofit invited 10 agencies to participate in the RFP. McLane declined to name the other agencies invited to pitch.
Edelman has begun conducting market research for Livestrong's Hispanic push. The contract is for three years, according to the agency.
“The program is really a media outreach campaign that includes social media to target the Hispanic PR audience in the US with specific focus on priority markets,” said Jacqueline Quintanilla, SVP at Edelman. “Part of what we are doing right now is market research to identify the right vehicles to reach the audience, as well as what is the messaging that would best resonate with this audience.”
Livestrong has worked with Edelman for several years on general market PR initiatives. In December, PRWeek spoke with Doug Ulman, CEO of Livestrong, about the economy's impact on the nonprofit and more.