Bromley Communications has been subcontracted as the Hispanic agency of record (AOR) to Ogilvy & Mather for the multicultural National Youth Anti-Drug Media Campaign funded by the Office of National Drug Control Policy (ONDCP). The role of Bromley Communications is to assist in targeting youth, parents and youth influencers to encourage kids to stay drug-free. The scope of work includes strategic planning, media planning and media buying.
According to Jessica Pantanini, vice president and media director for Bromley Communications, the agency was chosen for its similarity in philosophies with the primary contractor Ogilvy & Mather. "We share the same approach in reaching the youth marketplace and targeting parents," says Pantanini. "We both recognize that youth are similar across ethnic lines while parents are almost always different. Going deeper into the philosophy, the campaign also aims to target two youth categories: urban trendsetters and mainstream youth. Our competitive edge lies in how we define and reach these groups."
"The ONDCP win is our third media Agency of Record (AOR) in three years," says Pantanini. "It's a significant accomplishment because there are not very many Hispanic media AOR accounts in the marketplace. The Hispanic market is just not as fragmented into specialized areas like we find in the general market." Other media AOR's for the agency include Avon, Mars and Procter & Gamble. Bromley Communication's media group now manages over $100 million in media billings.