Toy Plays for Weizmann Institute | Adweek Toy Plays for Weizmann Institute | Adweek
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Toy Plays for Weizmann Institute

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NEW YORK Independent agency Toy is prepping an integrated campaign for the American Committee for the Weizmann Institute of Science.

The effort breaks next month, along with a Web site redesign from digital shop Big Spaceship. The broader goal is to help the multidisciplinary research institute establish a true global brand.

Media spending was not disclosed, but in the recent past, Weizmann's annual ad outlays have been in the $1 million range, per Nielsen.

Jeffrey Sussman, client vp, marketing communications and public affairs, said in a statement: "The team at Toy has a reputation for inspiring people around unique ideas, and we look forward to working with them to bring the Institute's spirit to life publicly in a more engaging way than ever before."

Added agency CCO Ari Merkin: "For over five decades, Weizmann scientists have been quietly improving our world. It's both exciting and humbling to be able to tell their story."

Toy's best-known work of late includes a TV campaign for New York retail institution J&R Music and Computer World.

Based in Israel, the Weizmann Institute is a center for technology research and graduate study focusing on areas such as medicine, agriculture and the environment.