Charity specialist digital agency expands into Europe

WPN Chameleon has teamed up with local digital agencies in France and Austria as it looks to support charities globally.

Joe Lepper | 4th Feb 19
WPN Chameleon’s International Director Gail Cookson

A digital agency that specialises in working with charities has launched an international division.

WPN Chameleon has made the move after testing an expansion of its reach beyond the UK last year with work for European charities.

Involved in the division will be local agency partners, Hopening in France and Direct Mind in Austria.

WPN Chameleon’s International Director Gail Cookson said the agency is now seeking local partners in other new markets.

“Irrespective of Brexit, there will still be a need for this work to continue and whether it’s the regional office of a global charity or a nationwide charity outside the UK, it’s all about finding the right message to connect with the local donor,” she said.

Importance of DRTV

A particular specialism of WPN Chameleon is direct response television (DRTV) whereby viewers are asked to directly respond to content.

“DRTV didn’t exist in the French charity market, said Virginie Raffin Hopening’s Directrice Conseil Communication.

“Hopening’s promise is to bring new channels to our clients and WPNC has helped us achieve this. Its DRTV expertise, and understanding of how to combine it successfully with digital and other channels, means we are really starting to break new ground with our clients’ work.”

WPN Chameleon’s recent work has included an online fundraising platform trial for animal charity Battersea, which saw donations double.

The agency also recently recruited Oxfam’s deputy director of fundraising Nick Pride as head of fundraising strategy for its charity clients.

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