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The American Legacy Foundation’s goal to create a “world where young people reject tobacco” is getting tougher. With money from the Master Settlement Agreement running out in April, Legacy’s media buying budget is being slashed from a high of $113 million in 2000 to a projected $50-60 million this year.
But for the strategist charged with executing the “Truth” campaign’s media plan, that doesn’t matter. This mission is personal for former Universal McCann svp/group media director James Geoghegan, because his wife is a breast-cancer survivor.
“It makes you start to think about things differently,” said Geoghegan, 43.
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