LESLIE G. GRILES

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    CLIENT: THE AMERICAN CANCER SOCIETY 

    PARTNERSHIP: ACS & NATIONAL RECORDING ARTISTS

    SELECT PARTNERS:

    Charlotte Church

    Faith Hill

    Justin Bieber

    Kieth Urban

    Kylie Minogue

    Lady Antebellum

    Lionel Richie

    Maroon 5

    Matthew Morrison

    Ricky Martin

    Rihanna

    The Band Perry

     

    ACS' More Birthdays campaign had been running for several years. The team wanted to elevate the campaign by partnering with highly recognizable artists and musicians.

     

    With less than two weeks to go before our first air date, I was brought in to identify and secure high-profile musicians to partner with ACS . . . for free. My first call was to Justin Bieber. He and his team immediately agreed to help. Then came Keith Urban, Rihanna, Kylie Minogue, Ricky Martin and suddenly everyone wanted to be a part of the campaign.

     

    The value of these partnerships exceeded $10 million but more importantly, awareness was raised and donations increased.