TBG wins Unicef brief to boost web giving

Unicef has appointed digital marketing agency TBG London to develop a series of online campaigns that aim to encourage consumers to continue donating during the credit crunch. It is understood the account is worth about £1m.

The agency was awarded the account following a pitch that included incumbent WWAV Rapp Collins.

TBG London will now be the lead digital agency for Unicef in the UK, and will work closely with the charity to develop new ways of encouraging web-surfers to donate.

A Christmas campaign called “Ideas to Give” will be the first campaign to be launched by TBG. An interactive microsite, providing details on ways to help disadvantaged children, such as providing mosquito nets and water pumps, will be set up, linked to a number of different online portals.

TBG will generate traffic to the microsite through display ads, email marketing, affiliate schemes and groups on social networking portals.

The campaign will present visitors with a virtual gift catalogue. The gifts will be equivalent to a donation, varying in value, and can be bought in another person’s name.

Meanwhile, the charity is looking for an advertising agency to help overhaul its High Value Donor Fundraising Programme in 2009.