The charity has asked three undisclosed agencies, including its lead DM agency, WWAV Rapp Collins, to tender by the end of the month, with a view to holding a pitch in May.
The successful agency will be briefed to produce below-the-line communications to promote the Inspired Gifts programme, which launched last year. It enables people to purchase virtual gifts from various different aid areas, including food, HIV medication and midwifery kits. It is understood that the campaigns will also seek to promote the option to register wedding lists with the charity.
In the past, Unicef has worked with a number of different UK agencies. WWAV secured the lead agency position on the £5 million direct marketing business in November 2005, while Watson Phillips Norman and Aqueduct were subsequently appointed to handle the charity's legacy donations and "born free" HIV direct marketing accounts respectively.