The Omnicom agency beat off The & Partnership and BMB in the review, which was handled by AAR.
The RSPCA, which is gearing up for its 200th anniversary next year, insists that threats of climate change, factory farming, the cost of living, and war mean that animal welfare is facing new challenges.
It has briefed AMV to ensure it stays relevant, keeping animal welfare at the top of the public agenda. The RSPCA works with a number of other agencies, including Join the Dots and JAA (formerly John Ayling & Associates).
The move reunites the charity with the agency that created arguably one of the most controversial animal rights ad campaigns to date, which positioned it as a campaigning organisation.
The 1989 push featured what appeared to be a photograph of a huge pile of carcasses, the bodies of hundreds of dead dogs under the headline: “When they killed the dog licence they left us to kill the dogs.” The 48-sheet poster was also placed outside Cruft’s Dog Show.
RSPCA director of engagement and income generation Tracey Pritchard said: “The RSPCA has been changing animals’ lives for nearly two centuries, but we know there are still huge challenges ahead.
“The fate of people, animals and our planet is inextricably linked and we can only achieve our vision of a kinder world for animals if we work together. We need to get as many people on board as possible to help us continue to change animals’ lives now and in the future.
“We are thrilled to be working with a world-class agency like AMV BBDO who know can help us achieve the very best for animals.”
AMV CEO Sam Hawkey added: “It feels incredibly good to have the opportunity to work for a great cause, led by exceptional people with an unwavering determination to make powerful behavioural and cultural changing work. We’re honoured and thrilled to see what we can achieve together.”
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