Lowe Campbell Ewald Adds UNICEF U.S. Fund | Adweek Lowe Campbell Ewald Adds UNICEF U.S. Fund | Adweek

Lowe Campbell Ewald Adds UNICEF U.S. Fund

Prevails in a review

Iraqis distribute UNICEF aid to displaced families from Diyala's al-Moqdadiya region. | Photo: Getty Images

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.