Christian Aid has appointed Campbell Doyle Dye (CDD) to its £3m advertising account after a four-way pitch. The agency pitched against Clemmow Hornby Inge, VCCP and Wieden & Kennedy. The incumbent Euro RSCG London did not repitch.
The review was handled by the AAR, and was overseen by Christian Aid head of central marketing Jeff Dale. The charity has channelled much of its marketing budget into high-profile, one-week bursts of television advertising to coincide with Christian Aid week, its major annual fundraising initiative. Christian Aid Week has been a fixture for the past nine years.
Christian Aid’s recent campaigns have focused on the impact that the West’s “war on terror” has had on aid for some of the poorest people in the world. The charity has attracted the support of former foreign minister Robin Cook. The charity, established by the Protestant churches of the UK and Ireland, now operates in 55 countries.
Advertising for the charity run in May this year – created by Euro RSCG London – featured workers in the Third World as puppets to highlight restrictions on their freedoms.
Earlier this year the charity moved its direct marketing account to specialist agency Whitewater from Target Direct, which had held the account for four years. The charity uses John Ayling & Associates for its media buying and planning.