DIRECT NEWS: Amnesty to decide on future of Target brief after dispute

Amnesty International is expected to decide within a fortnight whether to sever its three-year relationship with Target Direct Marketing and is in the process of sounding out several other direct marketing agencies for the brief.

Amnesty International is expected to decide within a fortnight

whether to sever its three-year relationship with Target Direct

Marketing and is in the process of sounding out several other direct

marketing agencies for the brief.



Joanna Gilson, Amnesty’s head of direct marketing, confirmed she had

approached GGT Direct, Grey Direct, Whitewater, Tullo Marshall Warren

and Craik Jones Watson Mitchell Voekel as possible contenders for the

pounds 600,000 supporter development brief, currently with Target.



She said there had been disagreements on strategic aspects of the

account: ’Target has done some fantastic work on the creative side but

there have been problems on the account management side. We are looking

for good, strategic direction backed by innovative creative work,’ she

explained.



Stephen Pidgeon, Target’s chairman, admitted the agency and Amnesty had

gone through a sticky patch, but said he hoped the awkwardness had been

ironed out.



’There can often be problems with agency-client relationships but

hopefully we are over ours,’ he said. ’Since we put Pauline Lockier in

charge of the account a few months ago, we feel we have have sorted them

out.’



Pidgeon would not go into detail about the situation but did say: ’It

was a question of not getting sharp enough brains on the account before.

Sometimes people just don’t fit in with each other.’



While Target’s brief is to communicate with existing supporters, Burnett

Associates is in charge of acquisitions work, worth about pounds

400,000. Amnesty also appointed Abbott Mead Vickers BBDO to handle off-

the-page advertising at the end of last year.



Gilson said she was mulling whether to take this opportunity to review

the Burnett brief as well, but that AMV’s work was safe. Target and

Burnett are both contracted to work with Amnesty until the end of this

year.



She said if the review does go ahead, she will focus attention on

agencies with a track record with voluntary sector organisations.



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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).