In a novel approach which may not generate wild enthusiasm within Europe’s ad industry, the European Commission is to invite ad agencies, marketing shops and medical and other non-governmental organizations to pitch for a place in the management team overseeing an EC $20 million anti-tobacco campaign.

According to an EC official: “The $20 million budget will be administered by a group of applicants, rather than one organization only.” The campaign will run in addition to the EC’s extant $50-$60 million six-year campaign warning of the dangers of smoking.

News source: Advertising Age - Daily Deadline