The British Heart Foundation has handed Wunderman Thompson UK its data-driven marketing account, following a merger of the charity’s fundraising, marketing and communications teams.
BHF has previously worked with a number of agencies on the direct marketing account, including MullenLowe, while Saatchi & Saatchi handles advertising and PHD media.
Wunderman Thompson has been briefed to develop a new CRM strategy across all customer touchpoints. The appointment follows a competitive pitch run inhouse.
BHF director of marketing, mass fundraising and engagement Leah Mates said: “We wanted an agency partner that could help us create communications that resonate with our customers, as well as being a force for integration in how we use first-party customer data.
“We were really impressed with Wunderman Thompson’s credentials, and look forward to seeing the impact we can deliver together whilst on our CRM transformation journey.”
Wunderman Thompson UK chief data officer Christiaan Lette added: “The alignment of fundraising and brand teams enables a more integrated marketing approach, greater marketing effectiveness and operational efficiency.
“We can’t wait to get started and make the British Heart Foundation matter more, to more people, whilst supporting life-saving research.”
The WPP-owned agency’s first of work will be released within weeks.
BHF is currently running a campaign for its legacy marketing, dubbed “The Noisy Generation”, devised by Saatchi & Saatchi London along with Nexus Studios.
It opens at a reconstruction of a Slade gig, complete with Glastonbury-sized stage and head-banging audience. It then uses the concert as a backdrop to transport viewers on an archival journey through many of the transformative events of the 1960s and 1970s.
The ad then switches to the modern day and a woman sitting alone contemplating her will as the voice-over states: “We were a noisy generation. But it might be something quiet that we do that becomes our greatest legacy.” It then urges potential donors to “search BHF wills”.
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