Guide Dogs Appoints RAPP to Handle Media & Creative Accounts

Guide Dogs has appointed RAPP to handle the combined media and creative accounts for its new integrated brand campaign.

The appointment awards RAPP all creative and media brand activity for the UK charity, which provides independence and freedom to thousands of people who are blind or partially sighted through the provision of a range of mobility services, as well as campaigning passionately for the rights of those with visual impairments.

The charity has set ambitious targets for the brand activity, not just in terms of increasing awareness, but also in improving understanding of the work it does and driving donations.

RAPP will work on developing and delivering three integrated campaigns throughout 2014 and into 2015. All activity will be rolled out across fundraising, advertising communications and local activity to maximise impact and synchronise messaging.

RAPP will handle all creative, media planning and buying across offline, digital and PPC, outdoor, press, radio and digital as well as looking at media partnerships.

Louise Robertshaw, head of communications and campaigns at Guide Dogs, said: “RAPP provided us with invaluable insight on the key areas for brand development for Guide Dogs. They also demonstrated to us that they could really bring together our brand advertising and fundraising activity to ensure we deliver against all objectives, as well as delivering an integrated above the line media campaign.”

Samantha Nolan, chief client officer of RAPP, said: “Guide Dogs have had a phenomenally successful 2013 and we are excited about taking them to the next level when it comes to building awareness and broader understanding of what they do as an organisation. The opportunity to bring together fundraising and brand to deliver seamless and impactful media and creative solutions is hugely exciting for us.”

The appointment brings together the media and creative accounts for Guide Dogs’ fundraising and brand activity under one roof at RAPP. The agency won the fundraising business in 2010 following a competitive pitch. This includes the DMA Bronze-winning Dave and Quince TV ad, which has been successfully running since 2012, as well as all Guide Dogs’ legacy, regular giving and cash donation activity.