Watson Phillips Norman has been appointed by the Brooke, the international animal welfare organisation, to work on its acquisition direct marketing programme and new product development.
The DM agency won the account following a five-way pitch, and has been briefed to develop a strategic framework for the charity’s key fundraising products as well as a new product development. WPN will work alongside TW CAT, which will handle the donor development programme.
The Brooke has a well established direct marketing programme and the appointments of WPN and TW CAT come as it seeks to diversify its fundraising product offering.
Brendon Elliott, head of individual giving at the Brooke, said: “WPN had a fresh approach when it came to strategic thinking and creative execution. It also displayed a deep understanding of our core audience and it delivered a strategy that could be put into place quickly. We’re looking forward to working with WPN to develop this element of our fundraising programme.’
Gail Cookson, strategy partner at WPN, said: “Animal welfare is an incredibly competitive area and getting cut through is really critical. For the pitching process we created a framework for delivering new thinking that ultimately met challenging fundraising targets. We conducted an audit of the Brooke’s programme and made a number of recommendations to deliver greater value for the charity. Now, we’re getting ready to put these recommendations into action. ”
The Brooke represents the third client win for WPN; the agency added Anthony Nolan, and ActionAid to its portfolio this month.