Medialab Group has scooped the entire media account for UK charity Guide Dogs, with a brief to work across all strategic planning, media investment and innovation on both fundraising and brand activity.
The independent agency picked up the business following a three-way competitive pitch.
It is understood that it beat off incumbent Kite, the agency formerly known as MC&C, which has been working with the charity since 2015.
Medialab will devise a data-driven strategy to assist Guide Dogs with its long-term strategy to provide services to help more people affected by vision impairment.
The charity’s ad account is held by Karmarama. In March, Guide Dogs unveiled the first activity of a new five-year plan designed to increase the number of people it supports with sight loss from 200,000 to 500,000 by 2023. “By my side” aims to build empathy and understanding for the realities of life with little or no sight.
Guide Dogs director of fundraising Maria Novell said: “We look forward to seeing what impact Medialab’s approach will have on our key objectives over the next few years, and look forward to a successful long-term partnership.”
Medialab chief executive Marcus Orme added: “This is a significant win for us, we are excited to work for such a fantastic cause and look forward to joining Guide Dogs up across brand and acquisition across multiple media channels.”
Last month, the agency recruited former Capital One and Starcom MediaVest chief Kirsty Spickett, with a brief to work with existing clients and the agency leadership team to unlock revenue growth.
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