Lowe Campbell Ewald, New York, has won new business for the U.S. Fund for UNICEF, an effort which supports the United Nation’s Children’s Fund’s work through fund-raising, education and advocacy in the states.
The Interpublic shop won the assignment after a review involving undisclosed contenders. While UNICEF usually works with agencies globally on a pro-bono basis, in this case UNICEF is switching to a more traditional paid working model.
Much of UNICEF media is donated by media companies when they make upfront buys. According to Kantar Media, UNICEF’s U.S. media spending last year was $16.8 million, up from $12.8 million a year earlier. Publicis Groupe’s MediaVest is UNICEF’s media agency.
Lowe Campbell Ewald has been charged with a branding campaign that includes traditional, social, digital and mobile elements. New work is scheduled to launch in the fall.