Philip Morris Mulls TV Pitch With New PSAs

Burnett Tackles Underage Smoking, Test Markets New Product
CHICAGO–Philip Morris may return to television advertising with public service-style spots from lead agency Leo Burnett aimed at halting underage smoking.
Separately, Burnett is handling the test marketing of PM’s new Accord “cigarette smoking system,” which is designed to generate less second-hand smoke.
Ellen Merlo, senior vice president for communications at the New York-based client, confirmed Burnett is in the process of shooting PSAs in Los Angeles, but said there was no firm decision on whether they would air.
“We are doing a lot of research and study on youth smoking prevention to identify the right message and the right programs” to address the problem, Merlo said.