Girl Scouts of the USA Selects Lowe New York to Reposition the Iconic Organization With a Compelling, Contemporary Brand
NEW YORK, Oct. 30 /PRNewswire/ — As part of its multi-year transformation, Girl Scouts of the USA (GSUSA) has chosen Lowe New York to reposition its brand and create a compelling, contemporary image of Girl Scouting for the 21st century.
GSUSA will partner with Lowe New York to create a comprehensive campaign that will help refine its new organizational brand and communicate the positive impact Girl Scouting has on girls’ lives in a powerful and relevant way. GSUSA made the selection after extensive review in which several agencies competed over six months.
According to Kathy Cloninger, CEO of GSUSA, “While we met with many impressive agencies, the team at Lowe New York stood out for their sensitivity to our history as well as their insight into our future. Most important, Lowe’s CEO Nancy Hill and her agency believe in our mission and the incredible impact it has on a girl’s life.”
GSUSA’s search for a new agency comes on the heels of an internal audit that spanned two years and asked thousands of girls and adults throughout the Girl Scout community what they want and need from Girl Scouting today. The organization is streamlining its council structure from 312 regional councils to 109 in order to send more resources to the grassroots level, better serve local communities and reach more girls.
At the same time, Girl Scouts is gearing up to reach diverse girls and young women in new ways by redefining leadership in terms most relevant to them. This leadership philosophy includes knowing oneself, engaging and empathizing with others and having the passion and ability to make a difference in the world. The new program offers a greater variety of leadership skills and experiences to ensure young women today are prepared to become the leaders of tomorrow.
As Girl Scouts’ chief brand officer, Courtney Q. Shore said, “When you have a brand so ingrained into American society and rich in tradition, it is an enormous challenge to change course. However, our mission and promise to girls compels us forward, so we needed a team that understood where we come from, where we are and where we want to be. We believe Lowe New York is that team and we look forward to working with them to show America the real Girl Scouts.”
Lowe’s Hill stated, “Girl Scouting recognized the imperative to transform their organization to meet the needs of today’s busy girls. We were immediately attracted to the opportunity to make an already iconic brand even stronger, taking it from a somewhat outdated image to that of a vibrant community of girls and young women who are out there making a difference.”
About Lowe New York
Lowe New York is the U.S. headquarters of Lowe Worldwide, an advertising agency network with an enviable reputation for building powerful brands through outstanding creative work. The client list for the New York office alone includes Unilever, Saab Automobiles, GMC Trucks, XM Radio and Johnson & Johnson. Lowe Worldwide is a member of The Interpublic Group of Companies , one of the world’s leading organizations of advertising agencies and marketing services companies.
About Girl Scouts
Founded in 1912, Girl Scouts of the USA is the preeminent leadership development organization for girls with 3.7 million girl and adult members worldwide. Girl Scouting builds girls of courage, confidence and character, who make the world a better place. The organization serves girls in every corner of the United States, including Puerto Rico and the Virgin Islands, as well as destinations abroad. For more information on how to join, volunteer, or donate to Girl Scouts, call (800) GSUSA 4 U [(800) 478-7248] or visit http://www.girlscouts.org/ .
Girl Scouts of the USA
CONTACT: Marion F. Swan of Girl Scouts of the USA, +1-212-852-8012,MSwan@girlscouts.org; or Kathleen Ruane of Lowe New York, +1-646-329-4760,Kathleen.ruane@loweworldwide.com
Web site: http://www.girlscouts.org/