Oxfam has awarded LIDA its direct and digital fundraising business. The agency won the account following a competitive pitch against 6 pitching agencies that began at the beginning of September, 2014. The incumbent on the account was WPN Chameleon.
LIDA is charged with building the brand’s digital and direct fundraising communications as well as developing a new direct response TV campaign. The agency will also be responsible for building campaigns for emergency appeals.
Tim Hunter, Fundraising Director at Oxfam, said: “LIDA have proven to be a great fit with Oxfam. I was particularly impressed with the team’s passion, determination and insight. LIDA quickly understood our fundraising challenges and got under the skin of our brand and we look forward to working with an agency that can help us provide genuine step-change in the engagement of our supporters.”
LIDA’s strategic work will begin immediately with its first piece of work set to launch in spring 2015 that aims to move away from traditional forms of fundraising to deepen customer engagement and ultimately increase donations.
Matthew Heath, Chairman and Chief Strategy Officer at LIDA, commented: “We cannot wait to get started on helping Oxfam with their vital fund raising efforts. The team there shared our own ambition to challenge the conventions of charity advertising and find new, far more exciting ways to engage the great British public. We hope to encourage people to take action by creating a message that the charity can continue to promote in future years.”