The Children’s Society starts ad reshuffle

Children’s rights campaigner and leading charity The Children’s Society is reviewing its 1m advertising account, currently with FCA!

The agency, which won the account from its long-standing agency DMB&B two years ago, will not join Mellors Reay & Partners, CDP and The Communications Unit to pitch for the business.

The last campaign through FCA! was the controversial ad about child prostitution which carried the strapline “Why travel six thousand miles to have sex with children when you can do it in Britain?” against the background of a tropical beach.

The review is part of a root-and branch review of the charity’s marketing strategy, which coincides with a management restructure and the creation of the role of marketing and communications director.

Earlier this year, The Children’s Society, one of the UK’s biggest charities with a total income of more than 24m, appointed Shuna Kennedy to the new role. Former freelance marketing consultant Kennedy has 20 years of experience in advertising, including a stint at Ogilvy & Mather.

FCA!, which merged with Kelly Weedon Shute earlier this year, beat Lowe Howard-Spink and Little Leighton Sobczyk to the account.

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Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here

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