Anti-Tobacco Pay to be Based on Changes in Awareness, Behavior
BOSTON–Chemistry, experience and a fervent passion for the cause led the American Legacy Foundation to award its $150 to $225 million account last week to the alliance of Arnold Communications and Crispin Porter & Bogusky.
The losing contenders were the teams of Messner Vetere Berger McNamee Schmetterer/Euro RSCG with SFM Media, both in New York; and The Richards Group and Western Initiative Media in Dallas and Los Angeles, respectively.
Executives at Arnold view the challenge as nothing short of creating an anti-smoking movement with the chance to raise the first generation of tobacco-free children.
“They have a great deal of experience in building a coalition, an enormous amount of enthusiasm and a strong personal commitment to the topic,” said selection committee member David Milenthal, chairman of HMS Partners in Columbus, Ohio, and an outspoken critic of Big Tobacco.
The winning presentation, led by Arnold group account director Lisa Unsworth, was built around the word “Truth,” used in the same way as brands such as Marlboro or Camel.
“It’s a word the tobacco industry fears. We’re going to be working like hell to make sure we have the best brand and the best campaign,” said Alex Bogusky, creative director and partner at Crispin, who led the creative pitch with Arnold’s Pete Favat.
Both shops’ prior experience in anti-smoking efforts had made the Arnold-Crispin team an early favorite in the contest [Adweek, June 21]. Indeed, Crispin’s prior relationship with foundation evp Chuck Wolfe on anti-smoking efforts in Florida had some shops grumbling that the team had an unfair advantage. The team’s winning strategy is the same as the one Crispin employed in Florida.
Arnold will treat its alliance members–who include Bromley, Aguilar & Associates in San Antonio, Texas; Burrell Communications Group in Chicago; Circle.com in Boston; and Nixon Group in Miami–as subcontractors.
No decision has been made on when creative will air or how much money will be allocated to targeting minority populations, said Wolfe. Agency executives believe the first work will be ready early next year.
Agencies will be compensated based on how much they change tobacco awareness, attitudes and behavior. A National Youth Tobacco Survey due this fall from the Centers for Disease Control and Prevention will serve as a baseline for measuring success.
Advertising is just one part of the program, said Arnold chairman Ed Eskandarian. PR and events, such as a youth summit held in Washington, D.C., last weekend, and the Internet, will play big parts in the coming campaign.
Bogusky noted the team will also look to promote the “Truth” in movies. “[A movie] really normalizes tobacco in kids’ lives. It’s better than any advertisement to have Leonardo DiCaprio smoke.” –with T.W. Siebert
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