British Heart Foundation looks to make ‘every penny count’ with integrated agency search, incumbents Grey London, Arthur and The Good Agency removed

Following this, all individual agencies, collaborations and agency partnerships - including incumbent agencies Grey London, Arthur and The Good Agency - have left the process.

Nick Radmore, head of social marketing and brand at the BHF, said: "We’ve had a highly profitable and rewarding journey with Grey London over the past six years, and the relationship remains the longest with an agency in our history. The agency continues to do a fantastic job.

“However, it is our responsibility to make every penny count in our fight for every heartbeat, and following the appointment of CEO Simon Gillespie in March last year, we decided to re-evaluate our agency relationships to that extent. Having begun that process, we’ve decided that a new direction – namely, consolidating advertising, digital and fundraising into a single agency solution for our major campaigns – is the correct business decision for the BHF at this time.”

Grey’s final project for the charity will be a genetics campaign, which will break in May. Previous work for the BHF by Grey included the Vinnie Jones ‘Staying Alive’ campaign.

Chris Hirst, CEO, Grey London, added: "We’ve made some great work and, more importantly, achieved some extraordinary results for the BHF in our six years on the account. It’s been a privilege to be able to contribute so directly to saving lives and raising money for the fight against heart disease and, while we’ll miss working with them, we appreciate the BHF’s business need to move to a new agency model. We wish them all the best.”

The final pitch is due to take place in March, with the final appointment at the start of April.