National Trust picks MullenLowe for advertising

The National Trust has appointed MullenLowe London to handle its advertising after a competitive pitch.

National Trust: launched first integrated ad for its brand last year
National Trust: launched first integrated ad for its brand last year

The conservation charity held a pitch managed by Agency Insight after calling the review in January.

The account has moved from 18 Feet & Rising, which had worked with National Trust since 2012.

Last year 18 Feet & Rising created the Natonal Trust's first integrated brand ad, "Behind the scenes", which put the spotlight on its volunteers and visitors. This ad was supposed to kick off a change in marketing strategy that would be carried through "for the next five years".

That campaign broke a month after the National Trust came under fire for so-called "mafia-style" behaviour over the purchase of land in the Lake District.

Mark Scott, marketing agency director at the National Trust, said: "We’re really pleased to have MullenLowe on board. Pitching can be a tricky process, but we’ve been impressed with their strategic and creative thinking, as well as the passion they demonstrated for our brand."

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1 Job description: Digital marketing executive

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).