Red Cross Business in Play

ATLANTA The American Red Cross has launched a review for its $3-5 million advertising account, sources said.

Consultancy Achenbaum Bogda Associates in Raleigh, N.C., is conducting the search for the Washington-based client. The incumbent is independent shop Nerve in Portland, Ore.; Interpublic Group’s Hill, Holliday, Connors, Cosmopulos in New York also has worked for the client.

The organization is looking for an agency to handle corporate-image work as well as media, sources said. Hill, Holliday recently was chosen to create a pilot campaign focused on encouraging young people to become involved in local Red Cross initiatives.

Sources said the client would narrow its search to three finalists during the first week of May. A decision is expected by the end of next month.

Neither the client nor the consultancy were available for comment. The Red Cross spent about $10 million on advertising in 2003, according to TNS Media Intelligence/CMR.