NEW YORK: The Ad Council hired Peppercom for its first 100% pro bono PR effort, supporting a campaign from the Iraq and Afghanistan Veterans of America. Starting this month, the firm will work for one year, donating a minimum of $100,000 in services, said Paula Veale, EVP of corporate communications for the Ad Council.
“We have been integrating PR into all our programs for many years,” she added. “[This] was really looking at the model a little differently.”