Heart Association Launches Review for First Paid Ad Campaign

CHICAGO The American Heart Association is in the early stages of an agency review for its first paid-advertising effort. Billings are estimated at $40 million over three years.

The Dallas-based association has enlisted The Rojek Cutcher Group in Cleveland to oversee the search for an full-service shop to handle a national branding campaign, RCG principal Lorraine Rojek said.

Billings are estimated at $40 million over three years. There is no incumbent.

Requests for proposals will be sent to agencies within the next two-to-three weeks, according to Claire Bassett, chairperson of the association’s agency selection committee. She said the group will be seeking shops with experience handling healthcare accounts.

“We’ve been debating the whole concept of paid advertising at a national level for several years and we’re at a point now that we believe it’s the right time,” Bassett said. “We can’t drive the exact message to the exact audience that we’re looking for through [public service announcements].

The association hopes to launch a campaign this fall.