Preps Branding Push for Lovers of Outdoors
ATLANTA–The Nature Conservancy chose Eisner Communications as agency of record for an ad effort that will “create a celebration of who we are and what we do,” said client director of brand marketing Nancy Crozier.
The world’s largest private conservation organization, based in Arlington, Va., picked Eisner because “they’re large enough to give us full-scale service with clout in the advertising world, but regional enough to give us personal attention,” Crozier said.
Eisner in Baltimore pitched against August Lang & Husak, Bethesda, Md.; MGH Advertising, Owings Mill, Md.; and Kaplan Thaler Group and McCann-Erickson, both New York.
“We presented spec creative that is brand focused but not necessarily what will become advertising,” said agency executive vice president Sara Eisner. “But our presentation embodied a unique strategy that will help define who the Nature Conservancy is in the 21st century.”
Billings for the one-year contract were undisclosed. Early in the review a source said the budget could reach $5 million.
“We need to broaden our awareness among the 50 million households who have said they have an affinity toward conservation issues,” Crozier said. K
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