The National Trust has handed its direct marketing account – estimated by some to be worth £5m – to Lida following a pitch to pool the business into a single agency.
Agency Insight handled the review, which also included EHS 4D and Elvis. The Trust had used a number of agencies in the past including MBA, TDA, DMS, Watson Philips Norman and the Domain Group.
The account includes fundraising, membership, loyalty and legacy marketing.
The M&C Saatchi direct agency will work with the charity’s creative shop, 18 Feet & Rising. The ad agency was hired three months ago and briefed to develop a brand strategy to broaden the Trust’s target audience.
Maria Gara, the senior direct marketing manager at the National Trust, said: “We have ambitious plans for 2012 and have now found the partner to help us achieve this in Lida.”
The charity was founded over 100 years ago by three Victorians, and now has more than 3.5 million members. As well as historic houses and gardens, the Trust also protects a vast array of other sites, including coastlines, forests, woods and even villages and pubs.
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