Eisner Communications has been named agency for the Voice of America.
The Baltimore shop, which won the estimated $4 million U.S. government account after a six-month review against undisclosed contenders, will create an advertising, direct marketing and interactive campaign intended to rebrand and revitalize the information service.
Eisner will also be responsible for media planning and placement.
Prior VOA marketing efforts were handled internally or on a project basis.
Overseas decision makers, ranging from government officials to broadcast station managers, will be targeted in Eisner's initiative.
"Our objective is to see the Voice of America on more stations as a consistent, reliable and authoritative source of news," said Abe Novick, Eisner's director of new business.
VOA—one of the U.S. government's primary weapons in the Cold War—broadcasts weekly news and informational programming to an international audience of more than 90 millionlisteners and viewers.
The service has evolved into a multi-media outlet, transmitting via shortwave and AM/FM radio, satellite television and the Internet. VOA competes directly against the well-entrenched BBC network.
"Voice of America faces challenges," said Novick. "Even though the Iron Curtain is no more, there are countries that have very negative feelings associated with the United States. There's a need to communicate VOA's message in ways that will be better received by those governments and people."