Olson Wins Alzheimer’s Association

Replaces TG Madison

Olson is the new agency of record for the Alzheimer’s Association after winning the business in a review. Marketing investment was not disclosed, but in its 2011 annual report the Chicago-based nonprofit said that it spent nearly $25 million on public awareness and education. 

TG Madison in Atlanta was the incumbent on the business but did not participate in the review. It could not be determined which other agencies participated in the search process.

Minneapolis-based Olson has been given oversight of creative, strategy and media for the Alzheimer's Association. The agency also has Target, Best Buy, MillerCoors, Amtrak, Wrigley and General Mills as clients.

Since making a recent string of acquisitions, Olson has become the country’s sixth-largest independent agency. In June 2010, the company acquired loyalty marketing agency Denali which was merged into Olson’s advertising operations. In December of that year, Chicago PR company Dig Communications was acquired and renamed Olson PR, and in February 2011 the agency bought Toronto-based mobile firm MyThum, which is now Olson Mobile. 

Other recent account wins at the company include PR duties for digital camera company GoPro and additional business from MillerCoors.