The Zoological Society for London (ZSL), which runs London Zoo and Whipsnade Animal Park, has appointed The Reef to handle its &£1m advertising business for both attractions.
Initiative Media has been handed the media-planning and mediabuying work for ZSL, replacing incumbent Total Media.
The Reef, previously called Marketing Drive (MW last week), won the business after a lengthy pitch, overseen by marketing manager Caroline Masters. The review was called when London Zoo incumbent Curio ceased trading in July (MW July 4). SPS Advertising, which handled Whipsnade, was asked to repitch.
The Reef is mainly known as a creative strategy and direct marketing specialist, but Masters says that it will be creating advertising campaigns as well.
Curio created a “Discover your wildlife oasis” poster campaign for London Zoo in June last year and developed the August 2000 bus and print advertising campaign to promote the zoo’s Web of Life Biodiversity Exhibition. The agency was appointed in February 1999, replacing Travis Sully Harari.