Toy Plays for Weizmann Institute

NEW YORK Independent agency Toy is prepping an integrated campaign for the American Committee for the Weizmann Institute of Science.

The effort breaks next month, along with a Web site redesign from digital shop Big Spaceship. The broader goal is to help the multidisciplinary research institute establish a true global brand.

Media spending was not disclosed, but in the recent past, Weizmann’s annual ad outlays have been in the $1 million range, per Nielsen.

Jeffrey Sussman, client vp, marketing communications and public affairs, said in a statement: “The team at Toy has a reputation for inspiring people around unique ideas, and we look forward to working with them to bring the Institute’s spirit to life publicly in a more engaging way than ever before.”

Added agency CCO Ari Merkin: “For over five decades, Weizmann scientists have been quietly improving our world. It’s both exciting and humbling to be able to tell their story.”

Toy’s best-known work of late includes a TV campaign for New York retail institution J&R Music and Computer World.

Based in Israel, the Weizmann Institute is a center for technology research and graduate study focusing on areas such as medicine, agriculture and the environment.