Battersea pools offline media business into Medialab

Battersea Dogs & Cats Home has appointed Medialab to handle its offline fundraising media strategy and buying as part of a consolidation of the charity’s media business.
Medialab beat competition from incumbent agencies Edit, John Ayling & Associates and MI Media to win the business, although Battersea will continue to work with these agencies to deliver campaigns for the rest of 2019 for DRTV, press and third-party inserts.
In the meantime, Medialab will work alongside Battersea on a strategic review and will create integrated media plans for 2020.
The charity has used a number of agencies for marketing and fundraising activity, including Blue State and Ogilvy.
Earlier this year, Battersea revealed it had doubled its income through online donations over the Christmas period after switching to the WPNC online giving platform goDonate. The charity is now using goDonate to manage monthly donations for its Sponsor a Kennel campaign.
Battersea head of public fundraising Jo Stone said: “We believe that using just one media agency can provide a wealth of added value in terms of strategic overview and impact.”
Medialab managing director Alex Kirk added: “Not only is Battersea a brilliant brand who we can be proud to help make a difference for, but we believe Battersea has huge growth potential and can’t wait to start working together on an integrated strategy.”