VCCP Me scoops PDSA direct activity

PDSA, the charity which offers free veterinary services for people on benefits, is understood to have handed its direct marketing account to VCCP Me following a pitch run by AAR.
It is thought the Chime-owned agency will start work on the account straight away as there is no incumbent on the business.
Previously, PDSA used agencies on a project basis, with its most recent campaign by The Gate London launched in December 2014. The push, under the strapline “You’re the Reason”, centred on the relationship between a family and its pet.
VCCP Me, the charity’s first retained agency, has been briefed to develop an integrated direct marketing strategy across direct mail, digital, social media and DRTV to maximise the ROI on PDSA’s marketing activity.
The win is the first significant piece of new business the agency has picked up since the revamped management team – led by ex-VCCP chief strategy officer Sophie Maunder-Allan – took over in May 2014. The most recent win before this was the Kia Motors CRM account, gained just before former boss and co-founder Ben Stephens, followed his other business partners Chris Whitson and Neil Francis out of the exit door.
It is understood that planning chief Gavin Hilton’s charity expertise – he spent over a 13 years at third-sector specialist Rapp during two spells – was a major factor in the agency securing the PDSA business.
The charity was founded in 1917 and has 51 pet hospitals across the UK. Its services are only available to pet-owners who are on Housing Benefit or Council Tax Benefit, with treatment for sick and injured animals free of charge.
No-one at PDSA was available to comment for DecisionMarketing, while VCCP Me was also uncontactable.

1 Comment on "VCCP Me scoops PDSA direct activity"