BMP DDB scoops £5m WWF-UK creative brief

Animal and environmental conservation charity WWF-UK has appointed BMP DDB to handle its £5m creative account, following a two-way pitch. WWAV Rapp Collins has been appointed to the charity’s direct marketing business.

The agencies pitched jointly against Saatchi & Saatchi and Proximity London.

The brief for the newly appointed agencies will be to highlight the effects of climate change and toxic chemicals on both humans and animals. The agencies will also create campaigns for the charity’s fundraising and brand activities.

WWF-UK head of marketing communications Giles Robertson says: “These agencies will be able to use their extensive charity experience to link WWF’s brand with our fundraising operations, which will increase income and gain stronger brand recognition for WWF. Ultimately this will mean more money for our conservation work around the world.”

WWF’s global creative advertising is handled by Ogilvy & Mather.

Last year, the charity was rapped by the Advertising Standards Authority over a national press ad which featured the strapline: “Who cares where toxic chemicals end up?” (MW August 8, 2002). The Chemical Industries Association and the British Association for Chemical Specialties had complained that the ad was unduly alarming.

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