World Vision Australia has appointed M&C Saatchi as its new creative agency to partner with its in-house team to help the organisation in its mission to transform the lives of the world’s most vulnerable children. The incumbent agency was The Royals.

Says Maryanne Tsiatsias, chief marketing officer, World Vision: “With its expertise in creative story-telling and global brand-building, M&C Saatchi will play a key role in helping share World Vision’s story of impact to Australians.

“We’re excited by M&C Saatchi’s collaborative way of working, its big ideas across all parts of the marketing mix as well as the team’s understanding of our brand and cause.

“While 2020 has been an incredibly challenging year, World Vision has been so encouraged by the heart and generosity of the Australian community and its response to innovations such as our new program Chosen which flips the 70-year-old child sponsorship model, empowering children to choose their own sponsor.

“We can’t wait to see what our extraordinary in-house team, in partnership with M&C Saatchi, will deliver in 2021 to bring World Vision Australia’s inspiration and purpose to every household across the country.”

Michael McEwan, managing director of M&C Saatchi, said World Vision Australia had long been an organisation they had admired for its impact around the world: “World Vision Australia tackles the hardest of circumstances head on. Many of the issues people find uncomfortable to talk about.

“This is a privileged opportunity to work with a brand that makes such a difference to people’s lives, so we are grateful to be joining Maryanne and her team to help amplify the story they share with Australians.”