Oxfam to appoint one agency for total marketing overhaul

Oxfam is reviewing its marketing strategy in a move aimed at making its communications and advertising more effective.

The charity is seeking its first retained advertising agency to help it overhaul its existing strategy. It is talking to about 12 agencies and hopes to make an appointment in September.

It has previously worked with agencies – such as DraftFCB which worked on its “I’m in” campaign – on a project basis.

Cathy Ferrier, fundraising and supporter marketing director for the charity, says it wants to work with one partner who will help overhaul its whole marketing strategy. She adds: “We want to look at all communications above the line and have the most cost-effective way of getting our message across.”

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