Anti-Tobacco Nonprofit Reviews Ad Business

Legacy to complete creative, media search by year's end

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Legacy, the national public health nonprofit created to advertise the dangers of tobacco use, is reviewing its advertising business.

In play are both creative responsibilities and media planning and buying, which are currently handled by Arnold and PHD, respectively. Arnold and PHD have been invited to defend.

Legacy plans to complete its search by the end of the year. Pile + Co. in Boston is managing the process.

The account's media budget has yet to be determined but annual spending may approach the levels of the early 2000s, which was between $50-60 million, a Legacy representative said.

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