The RSPCA is undergoing an “informal” review of its advertising agency roster.
It is understood the charity, which currently uses Abbott Mead Vickers.BBDO and its division Lunar BBDO, will appoint a roster of agencies to pitch for new projects. The two existing agencies will be included in the new roster.
The new way of working with agencies follows the appointment of digital agency Precedent in March to redesign its website and digital offering.
Precedent is working on a project to overhaul the charity’s online presence. Over the next 12 months, it plans to create a brand vision to “drive the RSPCA forward” online.
A spokeswoman from the RSPCA says the pitch is a “completely new approach” for upcoming projects.
In April this year, the RSPCA launched a campaign to promote its charity work. The campaign promoted a contact number for its cruelty and advice line, which was set up last year. The door-drop was created by Whitewater and included a fridge magnet bearing the helpline number.
In August, the RSPCA adopted a new mobile strategy in a bid to encourage responsible pet ownership. The charity also launched a mobile-phone game called MobiDog, which was inspired by Tamagotychi games.
The new project does not affect the RSPCA’s media buying and planning agencies. The media roster includes Rocket, which is part of the PHD Group, and Zed Media.