Martin Wins Global Alliance Biz

NEW YORK The Martin Agency has landed ad duties for the Alliance for Climate Protection, the nonprofit group that former U.S. Vice President Al Gore founded last year, the client confirmed today.

The Interpublic Group shop in Richmond, Va., was selected after a review in which the other finalists were Publicis Groupe-backed Bartle Bogle Hegarty here, WPP Group’s Young & Rubicam here and MDC Partners’ Crispin Porter + Bogusky in Miami, said sources.

“We chose the Martin Agency because we were impressed by their ability to connect with regular people and we were impressed by their creative ideas,” said client communications director Brian Hardwick. “We felt they had a good sense of how to communicate the urgency and solvability of the climate crisis.”

The client needs an agency to create a three- to five-year “multi-media global campaign to transform awareness into action and advocacy,” the organization said in its initial request for proposals.

A budget is still being developed for the effort, which is new and will rely largely on donations of money and media space. The proposal request, however, called for a campaign of “commercial reach and scale, with budget parameters that rival major social marketing campaigns of the past.”

Gore serves as chairman of the group’s board, which includes Live Earth producer Kevin Wall, former U.S. Environmental Protection Agency administrator Carol Browner, National Wildlife Federation president and CEO Larry Schweiger and Brent Scowcroft, a former national security advisor to Presidents Gerald Ford and George H.W. Bush. In January, the board appointed Cathy Zoi as CEO.

Final pitches took place three weeks ago at a conference center in midtown Manhattan. Each shop got 45 minutes to present, and another 20 minutes for questions, said sources. Gore and Zoi were said to be among the client executives in the room.

Martin could not immediately be reached for comment.