The NSPCC has pulled the plug on one of the longest running client/agency relationships by taking its £5m fundraising account out of Rapp and handing it to Inferno following a pitch.
Rapp, which has raised hundreds of millions of pounds for the charity, first started working for the NSPCC in 2000 as WWAV Rapp Collins, taking over from Saatchis.
During this time the agency worked on hundreds of fundraising campaigns, most notably the high-profile ‘Full Stop’ initiative, which was estimated to have raised £250m for the charity.
Rapp also worked on ChildLine, which became part of the NSPCC in 2006, nearly 20 years after the original service ChildWatch was launched by the BBC.
The charity, which needs an income of more than £157m a year, already works with Inferno, having appointed the agency earlier this year to launch its Helpline service.
The account consists mainly of direct mail and DRTV activity. Now-defunct agency Whitewater also handled some NSPCC activity.
Keith Bradbrook, head of communications – fundraising, claims the appointment is for a one-off ad.
The review coincides with an overhaul of the NSPCC’s media account. Rapp is also the incumbent on NSPCC’s direct response media planning and buying, while ZenithOptimedia handles the buying for its advertising campaigns.
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