Barnardo’s appoints BBH to handle above-the-line account

Bartle Bogle Hegarty has been hired to handle above-the-line advertising for children’s charity Barnardo’s, bringing Ogilvy & Mather’s one-year tenure to a close.

Barnardo’s director of marketing and communication Andrew Nebel and head of advertising and communication John Grounds jointly decided on BBH after an informal pitch.

The charity began the process of brand repositioning last year, in an effort to shed its Victorian orphanage image. O&M used TV, radio, press, and direct mail, most recently in December. The campaign focused on the early years of a child’s life.

Grounds says Barnardo’s has struggled with an outdated public image. Contrary to popular view it has not run orphanages since the mid-Eighties but offers a wide range of services for needy children including child protection, fostering, adoption and help for homelessness.

“We need to encapsulate in simple, understandable terms what we do for the general public,” says Grounds.

“In the course of the past year we have put in place the fundamentals of brand development and repositioning. We are going towards a more modern image.”

Barnardo’s will review BBH’s contract after one year and says it is paying a “fair rate for a fair job” and expects the same quality of work as any other BBH client.

A spokeswoman for BBH says the above-the-line brief will include TV advertising.

“We will concentrate on building the brand and raising awareness within the children’s charity sector,” he says.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here