Salvation Army brings onboard new digital media partner

Agency with reach into CRM and data science will add digital media buying to existing services provision, as charity prepares for its critical annual Christmas fundraising and awareness raising campaign.

Chloe Green | 5th Jun 18
Image of business people shaking hands over a contract win. Marketing agency Edit has clinched a three-year deal to handle The Salvation Army's digital media buying account.

A three-year digital media buying account for charity The Salvation Army has been clinched by multi-service marketing agency Edit, in partnership with MediaCom Manchester.

Bath-based Edit already handles The Salvation Army’s direct mail and inserts, and earlier this year the 153-year-old charity invited Edit to tender for its entire consolidated media planning and buying account. The awarding of the new contract follows a three-month tender process against three other agencies.

The contract will see the agency collaborate with MediaCom Manchester to plan across a range of engagement channels, combining Edit’s reach into digital channels, direct mail, print, and inserts with Mediacom’s ability to deliver bespoke digital broadcast solutions through direct response TV planning and buying.

The agency partnership’s proposal was chosen for its ability to deliver multiple aspects as an integrated unit, maintaining control of each media channel and driving cost efficiencies, The Salvation Army revealed. Campaign activity will go live in October for The Salvation Army’s 2018 Christmas appeal.

“Having enjoyed a partnership with The Salvation Army for years, we are thrilled to be expanding our relationship with them, and pooling our specialisms with MediaCom,” said Samantha Wright, Media Director at Edit. “Bringing the charity’s media buying under a single roof is a perfect fit for our ‘One Consumer. One Conversation. One Agency’ ethos.”

“We are delighted to be working with Edit and MediaCom on our forthcoming Christmas appeal,” said Alex Wood, Head of Individual Giving at The Salvation Army. “We look forward to continuing our longstanding relationship with Edit, and creating a strong partnership with Mediacom, as we all work towards our joint goal of developing The Salvation Army’s flagship Christmas campaign.”

Edit’s charity portfolio also includes Oxfam, Mencap, British Red Cross, Blind Veterans UK and Alzheimer’s Society. Its technology partners include Pura, IBM, Apteco, and Kitewheel. The agency was formed in March 2018 through the merger of three St Ives Group agencies: Response One, Amaze One and Occam.