NEW YORK The Girl Scouts of the USA has hired Interpublic Group's Lowe to handle creative duties on after a review involving six other finalists, the client said.
Lowe's work is expected to appear in both paid and unpaid media, with broadcast efforts, for example, appearing on stations that donate media time. The New York agency also will create print and online ads and promote grass-roots events, said Courtney Shore, client svp, communications and marketing.
The Girl Scouts declined to name the other contenders. In a statement, Kathy Cloninger, the organization's CEO, said Lowe's executives "stood out for their sensitivity to our history as well as their insight into our future."
Account billings were not disclosed. Girl Scouts of the USA, a non-profit organization, spent more than $1 million in major measured media last year and nearly $2 million in the first eight months of 2006, according to Nielsen Monitor-Plus.
The client is seen as a potential creative showcase and repositioning challenge for Lowe, which also handles General Motors (GMC, Saab), Johnson & Johnson, Unilever and XM Satellite Radio.
"We were immediately attracted to the opportunity to make an already iconic brand even stronger, taking it from a somewhat outdated image to that of a vibrant community of girls and young women who are out there making a difference," said Nancy Hill, Lowe's New York CEO and a former Girl Scout.
The client previously did not have a lead creative agency.