Y&R Breaks United Way Effort

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United Way of America has turned to Young & Rubicam to prepare public service spots for its National Football League ad campaign, which launched Sunday during the NFL season’s opening games.

The 14 spots by Y&R’s New York office represent a new branding effort and mark the first time the charity has gone to a Madison Avenue shop. Previously, the United Way created ads in-house or through an outside production company.

“We felt it was time for a change,” said United Way representative Anthony DeCristofaro.

The pro bono job also attracted Arnold Communications in Boston, Spike/DDB in New York and The Martin Agency in Richmond, Va.,





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