Proximity London Wins Guide Dogs UK Brief

Proximity London has been appointed as lead strategic and creative agency for the charity Guide Dogs. In partnership with MC&C they will provide a full service to cover the charity’s fundraising, brand, marketing and media communications.

They won the business after a competitive pitch which began in January. Together with their media partner, Proximity will work closely with Guide Dogs to develop and implement their brand strategy and communications, develop and integrate marketing activities that engage more deeply with key stakeholders including people with sight loss, as well as all-important fundraising communications planning and delivery. There are almost two million people in the UK who are living with sight loss and this is predicted to double by 2050, so it’s more important than ever that Guided Dogs further increases public awareness of its work as a charity. 

Sharon Whale, Deputy Chairman of Proximity, said, “We are delighted to be working with Guide Dogs and can’t wait to start. It’s a charity the public knows and loves, and has a very special place in everyone’s hearts from childhood up. We’re looking forward to using our Creative Intelligence to tap into this natural goodwill and deliver a step change in Guide Dogs’s one to one relationships with current donors and potential givers.”

MC&C will deliver on media planning and buying for the charity, which relies on donations from individuals to continue its life-changing work, as well as working on brand and fundraising development. Mike Colling, Founder & Chief Executive at MC&C, commented, “Guide Dogs is an iconic brand that has been working to change lives, generation after generation, for over 80 years. We are delighted to be working with such an inspirational organisation and look forward to ensuring the charity continues to grow into the future.”

Someone in the UK loses their sight every hour and when they do, Guide Dogs is there to make sure they don’t lose their freedom as well, by being there to help them get back on their feet. 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.”