Ogilvy & Mather has won the 1.5m integrated account for children’s charity Barnardo’s, with a brief to modernise the company’s “Victorian orphanage” image.
O&M replaces Maher Bird Associates, which was not invited to repitch. It beat Abbott Mead Vickers.BBDO, D’Arcy Masius Benton & Bowles, J Walter Thompson, Young & Rubicam and Barnardo’s direct marketing incumbent Brann.
John Grounds, Barnardo’s head of communications, says: “People still see Barnardo’s as something to do with Victorian orphanages. In reality it is many years since we ran orphanages.
“We want to demonstrate what we are really involved in, such as youth homelessness, disability, bereavement, drugs, fostering and adoption.”
The review follows the appoint-ment of Claire Bowen as Barnardo’s head of marketing last summer.
She says O&M’s ancillary consultancy services, including Banner McBride and Dataconsult, will be used in the integrated campaign. O&M is expected to work closely with Brann, as it has done recently with the Guinness account.