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
Stephen Pidgeon, Target’s chairman, admitted the agency and Amnesty had
gone through a sticky patch, but said he hoped the awkwardness had been
’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
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
She said if the review does go ahead, she will focus attention on
agencies with a track record with voluntary sector organisations.