The Advertising Council – originally formed after the attack on Pearl Harbor – is hunting an ‘elite’ creative team to work with the White House in creating national war ads.

Although the pro bono campaign’s details are not yet finalised, it will address issues linked to the September 11 attacks, such as anti-discrimination, parental responses, mental health and tolerance.

Instead of its current ad hoc agency assignments, the Ad Council wants a team of three to five full or part-time members coordinating efforts and devising strategy, said president/ceo Peggy Conlon.

The group will resemble the ‘Tuesday Team’ of agency executives gathered to promote Ronald Reagan’s 1984 presidential campaign.

Two potential members are known to have been invited by the Ad Council: Phil Dusenberry, chairman of BBDO in New York and one-time Tuesday Team member; and Ron Berger, ceo/chief creative officer of Messner Vetere Berger McNamee Schmetterer/Euro RSCG.

Dusenberry is contemplating the offer, and said he thought the ads would get sufficient exposure to make them effective: “I am confident they would get enough [media time], because what could be more important than this?”

Berger, chair of the American Association of Advertising Agencies’ creative committee, received the invitation at a 4As’ board meeting when the idea was first discussed. He turned down the invitation, saying: “I can’t do this full-time, but I think our involvement in some way would be a possibility.”

News source: (US)