American Cancer Society Picks The Richards Group to Help Set Its Brand Apart

Charity looks to increase engagement

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The Richards Group has won creative agency of record duties for the American Cancer Society after a review.

The ACS, which is one of America's most-recognized charities, issued an RFP late last year as part of an effort to help differentiate itself in an increasingly crowded nonprofit field. "We're very fortunate in terms of high brand awareness, but we need to create greater stickiness," said svp of strategic marketing and alliances Irma Shrivastava.

The group's most recent review occurred in 2015, with DDB Chicago winning the business thanks, in part, to a relationship with then-svp of marketing and Wrigley veteran Daniela Campari.

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