Second Harvest Selects Ogilvy & Mather

NEW YORK WPP Group’s Ogilvy & Mather here said it has added America’s Second Harvest, a nonprofit hunger relief organization, for integrated branding and advertising chores following a review.

“Bringing together all our capabilities to help build awareness of hunger, what America’s Second Harvest is doing to address it, and how the public can better support it is a wonderful challenge,” said Michelle Bottomley, COO at Ogilvy New York, in a statement.

Ogilvy will devise campaigns that include traditional and digital advertising, branded entertainment and content, promotions and public relations.

Wendy MacGregor, client CMO, said, “The agency’s powerful brand-building and business-driving track record, combined with its compassion for our cause, will undoubtedly drive our mission to enter America’s consciousness and engage our country in the fight to end hunger. We believe that communications can create a powerful wake-up call that transforms the issue of hunger in America from invisible to real and urgent.”

The budget for the assignment was not disclosed. The client has typically spent $2-3 million annually in domestic measured media, per Nielsen Monitor-Plus.