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Anti-Tobacco Pay to be Based on Changes in Awareness, Behavior
BOSTON–Chemistry, experience and a fervent passion for the cause led the American Legacy Foundation to award its $150 to $225 million account last week to the alliance of Arnold Communications and Crispin Porter & Bogusky.
The losing contenders were the teams of Messner Vetere Berger McNamee Schmetterer/Euro RSCG with SFM Media, both in New York; and The Richards Group and Western Initiative Media in Dallas and Los Angeles, respectively.
Executives at Arnold view the challenge as nothing short of creating an anti-smoking movement with the chance to raise the first generation of tobacco-free children.
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