The Alzheimer's Association hired Rapp Collins Worldwide to handle direct marketing, Porter Novelli International for advertising public relations and Changing Our World Inc. for fundraising support and philanthropic services.
Allocating $20 million for the combined efforts, the Chicago-based association will work with the three Omnicom Group Inc.-owned agencies' New York and Chicago offices to debut its first branding campaign.
Thompson Habib Denison, Arlington, MA, was the incumbent on the fundraising side.
The nonprofit will rely heavily on direct and Internet marketing, PR, advertising and fundraising.
The association is the nation's largest private supporter of Alzheimer's disease research. It has awarded more than $150 million to an estimated 1,300 projects. Advocates and local chapters contribute to research and services while building awareness of the disease.
Appointing three agencies belonging to one advertising conglomerate mirrors the foundation's desire to unite its national office and chapters under common objectives and goals.
The strategy calls for better Alzheimer's research by gaining more commitment at the national and local levels. The quality of care, support and services needs improvement. Awareness of the disease must grow. And the association seeks better organization to boost fundraising.