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Addressing issues not emphasized by the American Legacy Foundation’s current advertising—specifically smoking cessation and addiction—landed GSD&M a place on the organization’s roster.
The Austin, Texas, shop will join Arnold in Boston and Crispin Porter + Bogusky in Miami in creating ads for the national anti-smoking program after a review that also involved Campbell-Ewald, Warren, Mich., and Wieden + Kennedy, Portland, Ore., in the final round. Pile and Co. led the search.
GSD&M president Roy Spence called the approach a “high-risk strategy” since past “Truth” efforts focused on preventing young people from smoking.
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