UK charity Guide Dogs has appointed RAPP to handle the combined media and creative accounts for its integrated brand campaign.
RAPP will handle all brand activity for the charity, which comprises digital, pay per click, outdoor, press and radio, to improve awareness of its work, as well as drive donations. It will develop the creative, as well as handle media planning and buying, for three integrated campaigns throughout 2014 and into 2015. The activity will be rolled out across fundraising, advertising communications and local campaigns to maximise impact and synchronise messaging.
Louise Robertshaw, head of communications and campaigns at Guide Dogs, said: “RAPP provided us with invaluable insight on the key areas for brand development for Guide Dogs. They also demonstrated to us that they could really bring together our brand advertising and fundraising activity to ensure we deliver against all objectives, as well as delivering an integrated above-the-line media campaign.”
Samantha Nolan, chief client officer of RAPP, said: “Guide Dogs have had a phenomenally successful 2013 and we are excited about taking them to the next level when it comes to building awareness and broader understanding of what they do as an organisation. The opportunity to bring together fundraising and brand to deliver seamless and impactful media and creative solutions is hugely exciting for us.”
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