TEST:Legacy Reviews Its Options on Media

WASHINGTON–The American Legacy Foundation said it is soliciting ideas from its current media buyer, Havas-owned Arnold MPG, New York, and other undisclosed media experts to make its $50-75 million media buying operation more efficient.

Chris Cullen, Legacy’s evp of marketing and communications, called his effort “an audit” that he said must be done because funding from the tobacco industry, which supports the “Truth” campaign, will change. Next April, Legacy will receive the last of the five $300 million payments from Big Tobacco agreed to in the Master Settlement Agreement. Creative is split between Arnold, Boston, and Crispin Porter + Bogusky.