Brand response agency Burn, the agency which recently expanded its digital offering through the acquisition of Future Building, has landed a place on the RNLI’s roster following a tender and pitch process involving multiple agencies.
The agency will lead the seafaring charity’s key Mayday campaign for 2017, which will aim to galvanise existing and new support.
The charity’s marketing will need to work even harder following its decision to ditch only contact supporters who have given explicit consent in a move which it predicts will cost RNLI £35.6m between 2016 and 2020 – just under 20% of its £190m income in 2014. It also recently announced that it is ditching door-to-door fundraising, losing an additional £300,000 in annual income. The practice will end on January 1.
Set up by former Black Cat duo Julie Cheetham and Guy McConnell in 2005, Richmond-based Burn’s clients include RHS, British Gas, O2, Avis, Club Wembley and British Heart Foundation.
Many of the senior team are former “Black Catters”, including head of data Juliet Sparks and head of creative Jon Watts.
Cheetham commented: “We’re proud to be working with a charity that performs such a vital role and we will be putting our hearts and minds into ensuring our campaigns are as courageous and effective as those who save lives at sea.”
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