WWAV beats four to merged £2m Red Cross business

The British Red Cross has consolidated its three direct marketing accounts, worth £2m, into WWAV Rapp Collins West.

The charity’s supporter acquisition, supporter development and legacy marketing business have been handed to WWAV Rapp Collins West after a four-way pitch.

WWAV Rapp Collins West pitched against incumbent agencies BHWG Proximity – which handled the supporter acquisition and development accounts – and Lion (formerly Burnett Associates) – which handled the legacy marketing – and one other agency.

The agency begins work on the accounts at the start of 2001.

British Red Cross direct marketing manager Lewis Coghlin says: “By working with a single agency across all these areas we felt we could streamline management of the agency relationship, improve cross-learning and achieve consistency of message.

“We needed to be sure that we were working with a direct marketing agency which could offer expertise in all these areas, and take the British Red Cross forward to realise its huge potential.”

The British Red Cross expects to raise £20m from direct marketing and legacies in 2001.

BHWG created the charity’s first national TV advertising campaign last year with the strapline “Give Us the Power to Care”.

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