Scope to cut marketing spend as part of review
Disability charity Scope has launched a review of its marketing strategy, following a major restructure of the marketing department.
The changes follow a reduction in Scope’s senior management team at the start of this month. The redundancies included Scope’s director of campaigns, who was head of marketing. The charity says that the move aims to “minimise the impact of the worsening economic slowdown before it reaches its peak”.
As part of the restructure, the charity’s brand and digital teams have been merged into the communications team. Alexandra O’Dwyer, the former head of communications, has been given the new role of director of marketing and communications, and the campaigns operation is now part of a new policy and campaigns department.
O’Dwyer says: “External communications remain a priority for Scope and we intend to develop creative and cost-effective opportunities to en-gage key audiences.”
Scope uses a roster of agencies, including integrated agency The Gate, which launched a campaign in June to raise awareness of the discrimination faced by disabled people. The cinema ad featured CCTV-style footage showing a man in a wheelchair being assaulted.
