Anti-Tobacco Nonprofit Reviews Ad Business

Legacy to complete creative, media search by year's end

Legacy, the national public health nonprofit created to advertise the dangers of tobacco use, is reviewing its advertising business.

In play are both creative responsibilities and media planning and buying, which are currently handled by Arnold and PHD, respectively. Arnold and PHD have been invited to defend.

Legacy plans to complete its search by the end of the year. Pile + Co. in Boston is managing the process.

The account's media budget has yet to be determined but annual spending may approach the levels of the early 2000s, which was between $50-60 million, a Legacy representative said.

In a statement, Legacy chief marketing officer Eric Asche alluded to a "new infusion of funding" for the group's current "Truth" campaign, adding that "every dollar counts when we have to compete with the billions of dollars that the tobacco industry spends each year to promote" its products.

Arnold and former Legacy shop Crispin Porter + Bogusky turned "Truth" into a high-profile platform for calling out tobacco industry tactics. For years, Arnold led strategic planning on the account and Crispin created ads.

In 2007, however, Legacy consolidated the creative business at Arnold. That same year, PHD landed the media business after a review. Pile managed that review as well.


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