Medialab Group has continued its impressive new business record with Macmillan Cancer Support appointing it to handle the charity’s cold data planning and buying account, following a pitch.
Medialab has been briefed to help Macmillan with the acquisition of new donors to their cash, regular giving and gaming recruitment programmes.
In addition, Medialab will also provide donor analysis as well as strategy to help grow Macmillan’s donor acquisition and lifetime value programme.
The agency, which scooped the Post Office data business earlier this year, picked up six new accounts in October, including baby clothing retailer JoJo Maman Bébé, shoe firm Samuel Windsor, and homewear and clothing company Clifford James.
The accounts had all been handled by IDM, which shut up shop in September after 25 years in business.
Macmillan direct marketing manager in charge of acquisition Louisa Davies said: “Medialab demonstrated real knowledge and expertise which we feel will help us to reach our ambitious donor targets.
“We’re extremely confident their experience will be invaluable in helping us grow our channels and deliver our donor acquisition strategy.”
Medialab Group director Alex Kirk added: “Obviously, we’re delighted to be associated with such a hugely worthwhile organisation as Macmillan, who provide incredible support. We’ll be giving 110% to help them generate new supporters and funds to ensure they can continue to do that.”
In October, the charity hired Kitcatt Nohr to handle marketing activity for two of Macmillan’s largest fundraising initiatives – The World’s Biggest Coffee Morning and Night In – following a pitch.
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