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The King’s Trust, the youth charity which rebranded from The Prince’s Trust last year, has appointed TMW to lead all digital marketing communications work as the organisation builds brand awareness around its new name.

The Accenture Song-owned agency has been running the charity’s youth marketing since 2022, developing a performance model for promoting and filling the wide variety of free employability and enterprise courses for young people across the country.

As well as retaining this scope in a competitive pitch, TMW has expanded its remit to include digital marketing for fundraising, with a particular focus on mass participation events such as Palace to Palace, a Buckingham Palace to Windsor Castle cycle event.

The contract runs for a minimum of two years, and covers integrated digital marketing, including creative development, performance and digital media management.

The King’s Trust helps young people take their next steps by developing the skills and confidence to find a job or start a business. TMW’s previous work for the charity has involving awareness-raising campaigns targeting youth audiences, who are often unaware of what is on offer to them, including free courses, grants and mentor support.

First established in 1976 by the Prince of Wales, over the years the organisation has supported over one million young people who face disadvantage and adversity to access employment, education and training.

The organisation changed its name in November 2023, nearly a year after prince’s accession to the throne as King Charles III. The Prince’s Trust had enjoyed name-recognition globally for many years, and operates in more than 20 countries including the US.

King’s Trust director of brand and marketing Sylvia Lowe said: “We’re extremely excited to continue working with TMW at this pivotal time in our story. They have proved themselves to be a strong strategic and creative partner to our youth marketing team over the past two years and we are thrilled that they will be bringing their knowledge and expertise to our fundraising activity.

TMW managing director Emma Norman added: “We’ve had a couple of fantastic years with working The King’s Trust and we’re very excited to build upon our partnership.

“The work is exactly the sort of challenge that excites us: leaning into all of our integrated capabilities to move underserved audiences. Having seen first-hand what amazing work the organisation does, the whole team is aware of what a privilege it is to work on an account like this, and what a difference it makes to young people’s lives when we get things right.”