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”.

Latest from Marketing Week

Marketoonist on GDPR

The Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here