Red Cross boosts image with DFGW

The British Red Cross has appointed DFGW to its advertising business following a four-way pitch. The business is thought to be worth about &£1m.

The appointment follows British Red Cross’s decision to revamp its brand identity and positioning, in the wake of concerns that the public perceives the charity as too heavily focused on overseas work. The agency has been tasked with developing integrated campaigns that will develop public understanding, trust and confidence in the work the charity does, both at home and overseas. The charity says that work will begin immediately on developing a new marketing strategy. The pitch was overseen by the AAR.

The British Red Cross adds that DFGW’s appointment will not affect existing relationships with its agencies, which include Catalyst, Pell & Bales, Whitewater and WWAV Rapp Collins West. It uses MediaCom for its media buying and planning (MW December 16, 2004).

Last year WWAV Rapp Collins West created a campaign to revitalise Red Cross Week. The campaign used posters showing clock faces to highlight various emergency situations with the tagline “Uncertain times”.

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