Guide Dogs hires agency to lead new marketing strategy

Guide Dogs, the leading UK charity for people with sight loss, has appointed a new agency to fuel growth and audience engagement, following a competitive three-way pitch process managed by The Observatory International.

Fold7 will develop a new brand platform and support the charity to transform the conversation around sight-loss and showcase Guide Dogs’ role in transforming lives, now and into the future.

The agency will begin work with Guide Dogs immediately and be responsible for developing a communications strategy that drives cohesion, and delivering multi-channel campaigns that build sustainable income through fundraising products.

Guide Dogs has been supporting people with sight loss for over 90 years, with a mission to help them live actively, independently, and well.

The agency comes on board as Guide Dogs activates its new strategy ‘Forward, Together’ that will guide its growth and impact to 2040 and beyond. The charity has also recently united its marketing and fundraising functions to bring a more integrated customer-centric approach and Fold7 will support this new vision.

The charity has also worked with MSQ-owned agency The Gate and We Are Social.

Guide Dogs chief fundraising and marketing officer Terry McGrath said: “This is an extremely important appointment for Guide Dogs. We’re fortunate to have both high public awareness and an extremely loyal supporter base.

“But in order to deliver our strategy and change the lives of more people with sight loss, we must work harder to stand out in a challenging charity market. Fold7’s exciting proposal offered a new way to tell our story, to increase engagement with supporters, galvanise our staff and recruit vital volunteers.”

Fold7 chief strategy officer Yelena Gaufman added: “Guide Dogs is a dream client – the determination to win this was palpable throughout the agency. It’s an honour to be trusted at this pivotal moment in their growth. We look forward to creating some truly ground-breaking work and changing even more lives with this incredible organisation.”