ATLANTA, GA—The Brand Atlanta Campaign has selected Ogilvy Public Relations Worldwide as its public relations agency of record. Ogilvy’s Atlanta office will collaborate with the campaign’s ad agency partners—Grey Worldwide Atlanta and Lattimer Moffitt Communications—and its volunteer committees to launch and promote a brand identity campaign to position Atlanta as a business, tourism, and lifestyle destination and support objectives outlined in the city’s New Century Economic Development Plan.
The selection of Ogilvy PR follows an extensive search that included many of Atlanta’s leading agencies: Edelman, GolinHarris, Hope Beckham and Porter Novelli were among the contenders. Agencies were screened and selected based on a variety of criteria, according to the client, including experience in grass roots and brand building activities, media relations capabilities, strategic thinking and evaluation skills, and previous case studies.
The Ogilvy team included partners Multicast Media Networks, The Echols Group, EOB Partners and Tarver Communications.
Launched in February 2005, the Brand Atlanta Campaign is a public/private initiative charged with creating a new, compelling brand identity and integrated marketing plan for the city.