Guide Dogs Hires The Gate as Strategic Creative Partner

Guide Dogs, the leading UK charity for people with sight loss, has appointed The Gate as its strategic brand and creative partner after a competitive pitch.

Guide Dogs’ ambition is a future where every person with sight loss has the confidence and support they need to live their lives to the full. Every day 250 more people join the two million people already living with sight loss and this number is set to double by 2050.

The Gate will partner Guide Dogs at a strategic brand level as it looks to build understanding among the public of the full range of life changing work it does for people with sight loss. The Gate will produce an integrated campaign to launch in 2023 helping to position Guide Dogs as the first port of call for adults and children with sight loss and their friends and family. 

Emma Foulds, director of marketing & strategy at Guide Dogs, said: “The Gate demonstrated an impressive understanding of our purpose and challenges. Their strategic approach really sealed the deal for us, and we are delighted to begin working with them on this exciting next step for our brand .”

Jamie Elliott, CEO of The Gate, said: “It is an absolute privilege to be partnering with the Guide Dogs team. We can’t wait to propel them towards their ambition and do this great, vital organisation justice.”

The Gate has won a number of new clients – AXA IM, Xampla and most recently SMARTY mobile – and a variety of high profile industry awards in the last 12 months including: the Transport for London Diversity in Advertising competition for its ‘Sex Never Gets Old’ campaign for Replens; five Cannes Lions (including Gold); three D&AD Pencils (including Yellow); five Creative Circle awards (including two Gold); three CLIOs; two One Show Pencils; four Kinsale Sharks (including two Gold); APG Gold for Creative Strategy; Most effective use of data and insight at The Marketing Society awards; and, Strategy Team of the Year at The Drum’s Business Awards. It was also shortlisted for Small Agency of the Year at the Oystercatcher Awards.