Rapp has strengthened its grip on the Guide Dogs business by winning the combined media and creative accounts for the charity’s integrated brand campaign.
The agency has handled fundraising activity since 2010, following a competitive pitch, and this includes all Guide Dogs’ legacy, regular giving and cash donation activity.
It recently launched a TV campaign to promote its regular giving product Sponsor a Puppy. MBA was the previous incumbent on the brand work, while St Ives-owned Occam and Response One were recently appointed to the data account.
Guide Dogs – formerly Guide Dogs for the Blind Association – was set up in 1931 by two British women, Muriel Crooke and Rosamund Bond, who organised the training of the first four British guide dogs from a humble lock up garage in Wallasey, Merseyside. It is now responsible for around 8,000 dogs, and breeds more than 1,300 guide dog pups each year.
The charity has set ambitious targets for the brand activity, not just in terms of increasing awareness, but also in improving understanding of the work it does and driving donations.
Rapp has been briefed to develop and deliver three integrated campaigns throughout 2014 and into 2015. All activity will be rolled out across fundraising, advertising communications and local activity to maximise impact and synchronise messaging.
The agency will handle all creative, media planning and buying across offline, digital and PPC, outdoor, press, radio and digital as well as looking at media partnerships.
Guide Dogs head of communications and campaigns Louise Robertshaw 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.”
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