Oxfam International set to consolidate brands
Oxfam International is to looking to unite its brand identities across more than one hundred countries having appointed Wolff Olins and Flamingo to undertake research and branding projects.
The new agency brief will aim to create ‘one Oxfam’ as it is currently made up of 14 independent affiliate organisations, including Oxfam GB.
Through doing this it is hoped that the individual organisations will be able to work together more effectively during emergency responses, through joint campaign and long-term development programmes.
The project is set to last two year, and will provide Oxfam with an extensive set of on-line brand resources which will be accessible to all of the international affiliates and also achieve cost-savings over time.
Flamingo will begin the process through an extensive market research undertaking across key countries, including India, Brazil, France and America.
Cathy Ferrier, chair of the global brand, marketing and communications group for Oxfam International and director of fundraising for Oxfam GB, explained: “Oxfam International is a relatively young and growing confederation. Each Oxfam affiliate has tended to develop its own identity according to the different context in which it works. Now we’re growing closer and stronger as an organization, we’re ready to invest in a strong united brand for all our affiliate Oxfams.
“This is essential to inspire our audiences to get behind our campaigns. We briefed the biggest agencies in the business and Wolff Olins and Flamingo were chosen for their truly international expertise. We’re excited about what the project will bring for Oxfam.”