Horizon to Help ‘Market a Belief’

Adweek.com, Feb. 21, 2003
http://story.news.yahoo.com/

Its detractors have compared the Church of Scientology to a

The independent agency won media responsibilities for the church’s account following a review that included incumbent URI, Beverly Hills, Calif.; KSL Media and Universal McCann, both Los Angeles; and Corinthian Media, New York.

The church, which spent about $45 million on ads in 2002, per Nielsen Monitor-Plus, had grown too big for URI, said Becky Miscavige, client marketing campaigns director. Horizon was tapped because it is “a growing independent agency that fits our needs as a growing church,” and it has an office in Europe, she said.

Horizon will handle media strategies for building awareness of the church in the U.S., Europe and Russia. The account will be handled by Horizon’s Los Angeles office and its Amsterdam outpost, Eurizon.

U.S. duties include buying and planning to support church founder L. Ron Hubbard’s book Dianetics: The Modern Science of Mental Health. Internationally, Eurizon will support the Volunteer Minister Cavalcade, which touts Scientology in 40 cities.

“It’s not standard retail [advertising]–to drive traffic into seats or generate ratings–it’s ultimately to recruit people to the church,” Rosenberg said.

Creative is done in-house, Miscavige said. Billings are undetermined.

Founded in 1954 with one church, Scientology now claims 3,000-plus locations in 154 countries.

Source

(Listed if other than Religion News Blog, or if not shown above)
, , ,

Religion News Blog posted this on Saturday February 22, 2003.
Last updated if a date shows here:

   

More About This Subject

Topics:

AFFILIATE LINKS

Our website includes affiliate links, which means we get a small commission -- at no additional cost to you -- for each qualifying purpose. For instance, as an Amazon Associate, Religion News Blog earns from qualifying purchases. That is one reason why we can provide this research service free of charge.

Speaking of which: One way in which you can support us — at no additional cost to you — is by shopping at Amazon.com.

Travel Religiously

Book skip-the-line tickets to the worlds major religious sites — or to any other place in the world.