YMCA Seeks Agency To Broaden Its Image

Packaged-goods vet Taylor wants to ‘tell the story behind’ the organization’s nearly 2,500 local Y’s

Executives at the YMCA of the USA want an ad agency to promote their community centers as more than just places to swim and play sports.

“We have a tremendous amount of goodwill,” said Joanna Taylor, the organization’s chief marketing officer. “What we really haven’t done as good a job of is telling people what we do.”

The Chicago-based client, which represents nearly 2,500 Y’s nationwide, wants to be seen as a full-service community organization that provides services ranging from gang intervention to daycare, Taylor said.

The YMCA now works with shops on a project basis.