72andSunny is launching a new brand citizenship practice that aims to tie good works to marketers' bottom-line results. Nonprofit veteran Jim Moriarty is heading the effort after serving nearly 10 years as chief of the San Clemente, Calif.-based Surfrider Foundation, which he helped build into the largest nonprofit devoted to coastal protection.
American Legacy Foundation
Assembly is the new agency that plans and buys media for the American Legacy Foundation, whose media spending totals $50 million annually. The assignment includes both traditional and digital media responsibilities. Assembly, a unit of MDC Partners, inherited the account from WPP Group's MediaCom, which had worked with American Legacy for less than a year.
Viewers who tuned into the VMAs saw an ambitious new anti-smoking ad campaign launched by the American Legacy Foundation. The “Finish It” commercial is part of the Legacy’s ongoing “Truth” campaign, which started in 2000 and is credited with stopping 450,000 teens from lighting up.
I don't really understand where these new "Become an ex" anti-smoking spots (from American Legacy, the NATC, the Ad Council and GSD&M Idea City) are coming from. The premise seems […]
I'd grown weary of American Legacy's fake-job-interview "Truth" spots from Arnold, but the latest iteration, this Web-only clip called "Nostradamus," ranks among the campaign's best. The phony Big Cig exec […]
Although its youth-targeted "Truth" anti-smoking ads are better known, American Legacy also has an "Ex" initiative, designed to convert adults who smoke into ex-smokers. GSD&M Idea City has a couple […]
Arnold's latest "Truth" entry for the American Legacy Foundation reprises the "mock job interview" theme launched a few weeks ago, this time focusing on big business' love affair with acronyms. […]