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The RNLI appoints Yoyo as lead digital agency


By Michael Feeley, Founder and chief exec

March 16, 2016 | 2 min read

The Royal National Lifeboat Institution (RNLI) has appointed Yoyo Design as its lead digital agency to help drive the charity’s digital strategy.

Yoyo and three other digital agencies (3-sided Cube, Nonsense and Positive) secured their place on the three-year digital agency roster following a tender and a competitive pitch. Each agency was selected to help support the RNLI with briefs across mobile, innovation, games, wearable tech, email, search, microsites and strategy.

As the lead digital agency, Yoyo will focus on the main RNLI website, the overall digital strategy and some of the more high-profile digital campaigns. This will involve working closely with the charity’s Digital Transformation team to support them in building a more digital-focused culture at the RNLI.

Ailsa Mackenzie, digital transformation manager at RNLI, said: “The RNLI has an ambitious three-year digital transformation strategy, which aims to keep the charity at the cutting-edge of new technology to ensure we remain current and relevant. We are delighted to have selected Yoyo as our lead digital agency. We have the full confidence that they will play a key role in the success of our digital transformation programme.”

Jenny Kitchen, managing director of Yoyo Design, said: “Yoyo has worked with the RNLI since the beginning of 2015 and we are thrilled to start 2016 with the appointment of the RNLI’s lead digital agency. This is one of the greatest and most-loved charities within the UK. The solutions we create have to be of the highest quality and more importantly they need to be highly effective for RNLI to continue to reach their goal of saving lives at sea.”

The RNLI charity volunteers provide a 24-hour search and rescue service around the United Kingdom and Republic of Ireland coasts. The RNLI operates over 230 lifeboat stations in the UK and Ireland and has more than 220 lifeguard units on beaches around the UK.

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