The National Trust appoints Jam to social media business

The National Trust has appointed Jam to handle its social media activity and build its online community following a competitive pitch process against unnamed agencies.

The National Trust: work by 18 Feet & Rising
The National Trust: work by 18 Feet & Rising

The brief is to deliver social engagement that broadens the charity’s appeal and will focus on communicating the importance of "special places" in people's lives.

The charity already has a social community of just under 400,000 members. Jam will be tasked with increasing that number as well as monitoring key audiences.

Mark Scott, marketing director at the National Trust, said: "Our social channels have developed really well over the last couple of years and will be an increasing focus for us.

"Through its strategic and creative thinking, Jam will be key in helping us continue to evolve perceptions of the Trust and opening up conversations with new and existing audiences."

Jam’s first task is to develop the creative platform supporting a national brand campaign, which kicks off this summer.

At the end of last month, the charity appointed WPP agency Mindshare to handle its £3m consolidated media planning and buying business. The account was previously divided between Carat and M4C.

The National Trust’s ad account will continue to be handled by 18 Feet & Rising.

Richard Costa D’sa, managing director of Jam, said: "The Trust has a unique role in terms of the country’s relationships with special places.

"It gives us the chance to bring our creativity and innovation to the table and engage the public, enabling them to get the most out of what the National Trust has to offer."

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
The top 10 brands favoured by Remainers and Brexiters
Shares0
Share

1 The top 10 brands favoured by Remainers and Brexiters

Marketers can learn about our divided nation by examining the brands that appeal across the voting referendum voting split, says Emily James, chief strategy officer at Rainey Kelly Campbell Roalfe/Y&R.

Just published