Guide Dogs plots strategic shake-up with Proximity London hire
Charity Guide Dogs has appointed Proximity London to devise a strategy that unifies its fundraising, brand, marketing and media communications.
The organisation hopes a more joined-up plan will forge deeper relationships with key stakeholders such as people with sight loss.
There are almost two million people in the UK living with sight loss, according to Guide Dogs and this figure is set to double by 2050. A stronger brand, therefore, would allow the charity to position itself as one of the leading authorities on blindness, as well as lift awareness around its efforts to help people who are visually impaired.
MC&C will devise the media planning and buying for the charity, while also working on brand and fundraising development. , as well as working on brand and fundraising development
Jayne George, director of fundraising and marketing for Guide Dogs, added, “We have big ambitions to support many more people with sight loss and we have huge income growth targets to make that possible. The teams at Guide Dogs are looking forward to working with Proximity, who have demonstrated their resolution to support us in our life-changing work.”
Guide Dogs’ marketing shake-up comes as other charities including Comic Relief and Asthma UK move to broaden their own digital expertise beyond social media as their priorities shift from just generating awareness to actually understanding their audiences.