DMA Taps Wunderman for Ad Council Fundraising Effort
Christina Duffney, director of corporate communications at the DMA, said the association aims to create and execute a campaign to bankroll the Ad Council's public service television spots against terrorism. Advertising and marketing professionals will be targeted for individual donations.
"[It will] consist of six to 12 separate but related campaigns," Duffney said. "Basically, our direct mail campaign will seek donations in the form of money and products and services such as donated lists, envelopes, etcetera, to pay for the Ad Council's consumer campaign."
Wunderman will handle strategy and creative on a pro bono basis. It will rely on the donated products and services to execute. Details of the creative are still being hammered out.
Since the Sept. 11 terrorist attacks, the Ad Council, New York, has produced eight TV spots. Plans call for more. The aim is to foster patriotism and confidence. The council plans to raise $3 million.
"For the first time, the Ad Council is turning to the men and women of the advertising and marketing industries to support the back-end costs of these ads," DMA president/CEO H. Robert Wientzen said last month in a speech at the DMA's annual show in Chicago.