NEW YORK: The MAC AIDS Fund has hired Ruder Finn as its AOR. The agency beat out incumbent Weber Shandwick for the assignment.
Nancy Mahon?, executive director of the MAC AIDS Fund, said the nonprofit is excited to work with Ruder Finn but also thankful for the “great work” Weber did for it. She declined to say why the organization switched agencies after a review, other than it is moving into a new chapter.
The group brought on Weber in 2006 to help build its reputation. At the time, other AIDS initiatives like Project Red, spearheaded by Bono, and work by the Bill & Melinda Gates Foundation and the Clinton Global Initiative were drawing significant media attention.
The scope of Ruder Finn's contract is extensive, involving traditional communications support as well as media outreach and dramatically increasing the organization's digital and social media presence, said Andy Pray, SVP of digital, global, at Ruder Finn unit RFI Studios.
“I think people know about the MAC Aids Fund. The goal now is to increase awareness of the relationships that the fund has with MAC Cosmetics and Viva Glam,” he said.
Ruder Finn has worked in the HIV/AIDS awareness space for some time, most notably with Bristol-Myers Squibb's “Positive Charge” initiative.
“This is the kind of account you hope to get when you get into PR,” Pray said. “You hope to work for people who are making a difference. You hope to be working for the good guys.”
A representative from Weber did not return a request seeking comment.