WWAV Rapp Collins beats three to secure lead status on £5m Unicef

The children's charity Unicef has appointed WWAV Rapp Collins as the lead agency on its £5 million direct marketing account.

WWAV won the business following a four-way pitch, beating Kitcatt Nohr Alexander Shaw in a final shoot-out. However, the charity is still holding discussions with Kitcatt Nohr about specific projects within the account.

Clark McKay & Walpole and Watson Phillips Norman also pitched for the business, but were knocked out in an earlier round. The incumbent, Tequila\London, did not pitch for the business.

WWAV's task will be to boost Unicef's fundraising efforts through direct marketing, which accounts for half the income raised by the charity in the UK. The agency will use direct mail, digital, press, inserts and direct-response TV to strengthen the charity's donor acquisition and retention activity.

Vicky Seale, Unicef's head of direct marketing, said: "We are delighted to be working with WWAV to raise vital funds for children worldwide. This relationship will be crucial to achieving our income over the next five years."

Marco Scognamiglio, the WWAV chief executive, said: "The scope of work undertaken by Unicef across the globe is simply phenomenal. We were able to demonstrate that we knew exactly what it needed to do and that we had the creative and strategic capabilities to help it achieve both its short- and long-term objectives."

WWAV will also work on the charity's five-year campaign to raise $1 billion to help children affected by Aids, for which the charity issued a brief in July. An earlier brief, for a DRTV campaign to raise money for Unicef's tsunami relief activity, was completed by Tequila.