Lawrence, Mayo & Ponder, Newport Beach, Calif., has been selected to handle advertising duties for a statewide government program aimed at fostering reading among youngsters.
The so-called Governor's Reading Campaign, part of freshman Gov. Gray Davis' efforts to improve education in the state, is worth $3 million in billings, said LM&P creative director Lynda Lawrence.
Porter Novelli, Los Angeles, won the public relations portion of the account.
LM&P bested fellow finalists Goddard Claussen, Malibu, Calif., which pitched jointly with Porter Novelli; Carol H. Williams Advertising, Oakland, Calif.; and Big Honkin' Ideas, Los Angeles.
The program is part of a statewide effort to get all California students to read at grade level. It will offer rewards to schools whose students read a targeted number of books in the upcoming school year.
LM&P had "obviously put a lot of time and effort into studying the issue of children reading," said Lisa Fisher, communications assistant in the Governor's Office of the Secretary for Education and one of six panelists who handled the review. "They had a real passion for literacy issues and came to us very well prepared."
LM&P will produce TV, radio, print, outdoor and collateral work, most of which will break in October and run throughout the school year, Lawrence said.