Porter Novelli Wins PR Contract With USDA

BOSTON Omnicom Group’s Porter Novelli has been tapped by the U.S. Department of Agrilculture’s Food, Nutrition and Consumer Service to handle public relations surrounding a new food guidance system being introduced in 2005, the agency said.

The value of the three-year contract is nearly $2 million for the first year, according to the request for proposals. Porter Novelli overcame Omnicom’s Fleishman-Hillard and WPP Group’s Hill & Knowlton in the final round of a review to win the business, sources said. [Adweek, June 14].

“This is landmark win for Porter Novelli,” said Rob Gould, general manager of Porter Novelli, Washington, D.C., in a statement. “Our work with the USDA to help design, test and implement a new food guidance system will be another milestone that builds on our heritage and continued commitment to national health and nutrition behavior change campaigns.”

The new food guidance system will replace the Food Guide Pyramid, which was introduced in 1992. Porter Novelli also handled PR surrounding the FGP’s creation and launch.