YMCA US Appoints VMLY&R as National Agency of Record
YMCA of the USA (Y-USA) announced today that it has named WPP’s VMLY&R as its advertising and digital transformation agency of record. VMLY&R was selected following a competitive review and will be responsible for the development of an integrated brand advertising campaign across TV, traditional digital and social media. The agency will also lead digital transformation efforts to enhance customer experience across YMCA platforms.
The Y is the leading nonprofit committed to strengthening community by connecting all people to their potential, purpose and each other. Working in more than 10,000 communities and serving almost 22 million people, the Y focuses on empowering young people, improving health and well-being, and inspiring action in and across communities. The integrated campaign, slated for late 2020, will be aimed at driving greater understanding of the ways in which individuals and families can get involved with the Y.
VMLY&R’s creative, technology, and connections teams will also help Y-USA undergo a digital transformation in 2020 to modernise and enhance its digital footprint. The appointment marks a key step in the Y’s collective national and local marketing strategy.
“At the Y, we take immense pride in our work to strengthen communities all over the country. We provide a place to play, to learn, to be healthy, to connect and to give back,” said Valerie Waller, Y-USA senior vice president and chief marketing and communications officer. “VMLY&R brings tremendous brand and customer expertise, a depth of knowledge in the nonprofit sector, and a true passion for our mission, making them an ideal partner to help us tell our story.”
“There are few brands as iconic as the YMCA that have the power to bring community values and purpose together,” said Madeline Larsen, VMLY&R Chicago executive director. “We’re excited to leverage our expertise and skills to build a truly connected brand experience that brings the Y to the forefront of people’s minds.”
