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After 13 years with Arnold, the Legacy anti-tobacco group is moving on.
The longtime strategic and creative agency for Legacy failed to reach the final round of the organization's creative review, marking an end to the shop's tenure. Sources identified the finalists as BBDO, 72andSunny, 180LA, Anomaly and Droga5.
Annual media spending on the assignment is projected to rise to about $50 million next year. Pile + Co. in Boston is managing the search.
Arnold first started working for Legacy in 2000—in partnership with Crispin Porter + Bogusky—and became the sole creative shop in 2007.
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