WPN Chameleon sets up unit for international expansion

WPNCWPN Chameleon is defying Brexit uncertainty by expanding overseas with the launch of an international division, having tested the concept working with European charities over the past year.
Headed by international director Gail Cookson, one of the agency’s founders and an acknowledged expert on DRTV, the new division offers clients the full strategic, creative and production power of the agency.
It has already signed two agency partners – Hopening in France and Direct Mind in Austria – to bring in-market knowledge and support and is actively seeking others.
Cookson commented: “WPNC has more than 20 years’ experience successfully recruiting donors and creating authentic charity campaigns that deliver better results. Irrespective of Brexit, there will still be a need for this work to continue and whether it’s the regional office of a global charity or a nationwide charity outside the UK, it’s all about finding the right message to connect with the local donor.”
Its latest campaign with Hopening is for French animal charity Fondation 30 Millions d’Amis.
The charity was established following the success of TV programme 30 Millions d’Amis, which ran on French TV from 1976 to 2003. The 60-second ad (pictured) plays on nostalgia around the show, asking former viewers to give a regular gift to help suffering animals, in return for donors being named ‘Maitres de Coeur’ – Masters of the Heart.
Virginie Raffin, directrice conseil communication at charity marketing agency Hopening, commented: “DRTV didn’t exist in the French charity market. Hopening’s promise is to bring new channels to our clients and WPNC has helped us achieve this. Its DRTV expertise, and understanding of how to combine it successfully with digital and other channels, means we are really starting to break new ground with our clients’ work.”
Marion Rodler, managing director of Direct Mind, Austria’s leading fundraising agency, added: “Direct Mind has been established for more than 30 years and this partnership with WPNC allows us to tap into the agency’s wealth of experience in DRTV, which is still relatively underdeveloped in Austria.”

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