Grizzard Wins L.A. Red Cross Account

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The American Red Cross named The Grizzard Agency's Glendale, CA, office to handle direct marketing for the relief agency's Greater Los Angeles operation.


Grizzard pitched with four other agencies including Russ Reid, Huntsinger & Jeffer and incumbent Factor Direct. The Greater Los Angeles area is the Red Cross' largest Western operation.


"The one thing that jumped out at us was the sheer cost to acquire a donor [compared with] other large metro cities," said Greg Helton, vice president of Grizzard's Glendale office.


Other issues troubling the American Red Cross' Los Angeles office were file attrition and identifying and soliciting the assets of donors on the chapter's database.


Grizzard will use Pyramid Plus, a gift and planned-giving program that helps identify individuals on the donor file with asset-giving capacity versus cash. Caswell, Zachary, Grizzard, a Dallas subsidiary of Grizzard, runs this program.


Grizzard will develop acquisition and cultivation strategies and a range of direct marketing offerings. It is the lead roster agency for the Red Cross nationwide, handling DM work for more than 600 of the 900 U.S. chapters.


The 85-year-old Grizzard is owned by agency holding company Omnicom Group Inc., New York. Grizzard handles accounts such as The Salvation Army, Save Ellis Island, City of Hope Medical Center and several Habitat for Humanity affiliates along with animal welfare and humane societies nationwide.


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