American Legacy Reveals Contenders

BOSTON Seven agencies advanced today in the review for the creative portion of the American Legacy Foundation’s $50-60 million ad account.

Progressing were the incumbent team of Arnold, Boston, a Havas agency, and Crispin Porter + Bogusky, Miami, which is backed by Maxxcom, along with Interpublic Group’s Campbell-Ewald, Warren, Mich., and The Martin Agency, Richmond, Va.; Omnicom’s Goodby Silverstein & Partners, San Francisco and GSD&M, Austin, Texas; Publicis’ Fallon, Minneapolis; and independent Wieden + Kennedy, Portland, Ore. Finalists will be named by month’s end.

GSD&M was a runner-up to the Arnold-Crispin team when the contract was initially bid about four years ago.

Pile and Co., the consulting company in Boston, is overseeing the current review process.

Arnold and CP+B have held the Washington. D.C.-based account since its 1999 inception and have crafted the high-profile, award-winning “Truth” anti-smoking ads for the client. Recent efforts have included an “Orange Curtain” device, which is drawn back to reveal facts about tobacco companies.

A separate Pile-led review for Legacy’s $2-4 million public-relations business was launched a week ago. Omnicom’s Porter Novelli, Washington, D.C., is defending.

In January, the client without a full-blown review shifted its media assignment to startup Media Head and independent R.J. Palmer Media Services, both of New York. Havas was in the process of moving that business from Arnold MPG, Boston, to its flagship media resource, MPG of New York, when that shift was made.