The American Heart Association has selected its first global agencies of record.
The legacy nonprofit organization founded in New York in 1924 selected CP+B Boulder as its first global advertising agency of record and Edelman as its global public relations agency of record. Both agencies will be tasked with working to “reimagine the nonprofit brand in more relevant and contemporary terms,” according to the organization.
The selections conclude an extensive six-month review led by Boston-based consultancy Pile and Company.
Previously, the organization worked with multiple advertising and public relations partners and consultancies in support of a range of educational, awareness and fundraising programs. According to the organization, the change in approach was a strategic one, enacted to “more tightly align financial resources with a renewed focus on the development of a truly integrated brand vision.”
“We believe CP+B and Edelman are the right partners—at the right time—to help us reimagine and reintroduce [the] brand to new generations of volunteers, donors and lifestyle consumers,” American Heart Association senior vice president of corporate and marketing communications Greg Donaldson said in a statement.
“In the end, both winning agencies showcased the type of strategic, breakthrough thinking and creative stylings we believe can help us reach multiple generations from diverse backgrounds with our value proposition,” Donaldson said.
The appointments follow the organization’s partnership with Elizabeth Banks’ digital media company, WhoHaha, at the beginning of the year. The American Heart Association partnered with the Dalton Agency on a 2014 campaign that marked the organization’s first rebranding in 80 years. Ten years earlier, Campbell Ewald broke the first paid advertising campaign for the organization.