The American Heart Association (AHA) -- the world’s leading voluntary health organization devoted to fighting cardiovascular disease and stroke -- has named two of the world’s leading communications firms as its first-ever global “agencies of record” (AOR). Following a nationwide search, CP+B Boulder has been selected as advertising AOR and Edelman as public relations AOR for the legacy non-profit. Together the agencies will support the Association in efforts to reimagine the non-profit brand in more relevant and contemporary terms.
“With the combined power of our science and our grass roots, the American Heart Association is poised to help eliminate needless suffering and death by leveraging the power of its legendary brand as a force multiplier,” says Greg Donaldson, the senior vice president of Corporate and Marketing Communications for the Association. “We believe CP+B and Edelman are the right partners -- at the right time -- to help us reimagine and reintroduce that brand to new generations of volunteers, donors and lifestyle consumers.”
Historically, the American Heart Association has accessed the capabilities of multiple public relations, communications consulting and advertising agencies nationwide to support a broad portfolio of education, awareness and fundraising projects and programs. The Association was intentional in its recent strategic decision to reverse that approach and more tightly align financial resources with a renewed focus on the development of a truly integrated brand vision.
A comprehensive six-month search process was led by Boston-based communications consultancy Pile and Company. "In the end, both winning agencies showcased the type of strategic, breakthrough thinking and creative stylings we believe can help us reach multiple generations from diverse backgrounds with our value proposition,” says Donaldson. “Today’s American Heart Association remains the world’s largest non-government funder of heart disease and stroke research and discovery, but it is so much more. Ours is a health and wellness brand with an incredible, contemporary story to tell and we are excited that our new agency partners will help us do just that.”