Oxfam appoints Lida for £5m direct and digital fundraising account
Oxfam has awarded Lida its direct and digital fundraising business following a competitive pitch.
Oxfam & Lida will look to change fundraising
The account, estimated to be worth £5m, will see the agency build Oxfam’s digital and direct fundraising communications as well as developing a new direct response TV (DRTV) campaign.
Tim Hunter, fundraising director at Oxfam, said: “Lida have proven to be a great fit with Oxfam. I was particularly impressed with the team’s passion, determination and insight. Lida quickly understood our fundraising challenges and got under the skin of our brand and we look forward to working with an agency that can help us provide genuine step-change in the engagement of our supporters.”
The first piece of work by the agency is expected to go live in spring 2015, with the aim to move away from traditional forms of fundraising to deepen customer engagement and ultimately increase donations.
Said Matthew Heath, chairman and chief strategy officer at Lida: “We cannot wait to get started on helping Oxfam with their vital fund raising efforts. The team there shared our own ambition to challenge the conventions of charity advertising and find new, far more exciting ways to engage the great British public. We hope to encourage people to take action by creating a message that the charity can continue to promote in future years.”
Proximity, WPB Chameleon, Rapp and Atomic were among those who pitched for the account, with WPB Chameleon being the incumbent.
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