WWF has strengthened its relationship with Medialab, which has worked for the global environmental charity since 2021, by appointing the business as its UK media planning and buying agency, following a competitive pitch process.
The move expands Medialab’s brief from managing media strategy, planning and buying for WWF’s events and community fundraising initiatives to the entire media account.
The agency has been tasked with supporting WWF in its goal to drive acquisition ROI, elevate brand reach, empower innovation, and support cross-team integration. The agency’s remit will include media strategy, planning, and buying, along with campaign optimisation and analytics.
The previous incumbent was Carat, and, while Uncommon Creative Studio has handled recent advertising activity, the charity typically uses a variety of agencies depending on specific campaigns and project requirements.
WWF executive director of supporter income and engagement Michael Dent said: “Medialab stood out for their passion, sector expertise and understanding of our goals. Their strong strategic alignment with WWF’s values, along with their ability to deliver a transparent, efficient, and tech-enabled media function across both offline and digital, made them a natural partner. We’re looking forward to seeing the impact of our partnership unfold.”
Medialab co-founder and CEO Marcus Orme added: “We’re incredibly proud to be partnering with WWF, an organisation whose purpose and ambition resonate deeply with ours. To be trusted to help increase the reach and impact of such an iconic, global force for good is a real privilege, and one that we take very seriously. We’re thrilled to be WWF’s partner for growth and are excited for the work ahead.”
The win builds on Medialab’s recent successes, following new wins including Ancestry, Rathbones, Loveholidays, IG and Sharps Bedrooms.
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