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Frontline, public television’s signature public-affairs program, last week named Allen & Gerritsen its first ad agency, charged with developing a national campaign for fall to coincide with the series’ 20th season.
The Watertown, Mass., agency was selected following a review of local contenders. The budget has not been set, but the effort will include print, radio and online elements, as well as promotional TV spots running on PBS stations nationwide.
Though Frontline’s budget will likely be modest, the agency views the account as “a great creative opportunity for us, something different,” said A&G president Andrew Graff.
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