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James Hamilton

February 10, 2006

How long?

1 minute

Mother wins Bono-backed brief to reduce global disease

Mother has won the creative account for Red, the economic initiative established by U2's Bono to fight Aids, tuberculosis and malaria.

The appointment, made without a formal pitch and worth an undisclosed sum, will see the agency raise international awareness of Red.

The initiative aims to harness the power of international brands. Its launch partners are American Express, Converse, Gap and Giorgio Armani. Partner brands will create Red-branded products, proceeds from which will be channelled into the Global Fund to support health programmes in Africa.

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Marketing