Agency Republic to service third sector via social arm

LONDON - The Omnicom-owned integrated shop Agency Republic is launching a spin-off division called Social Republic dedicated to social-change clients such as charities.

The new unit will be headed by Peter Askew, the co-founder of Agency Republic. Social Republic will draw on the specialist advertising, direct marketing and digital skills of its parent agency and develop social campaigns and initiatives for charity, not-for-profit and commercial clients.

"Charities and third sector organisations have had a challenging time in recent years and their marketing needs are changing fast, but the agency world just hasn't responded," Askew said.

"Until now, clients have been supported by data-driven direct marketing houses or big advertising agencies using them as vehicles for creative awards. Very few offer the dedicated planning expertise, cross-media creativity and forensic targeting needed to move the game on. I believe integration has lots to offer the sector."

The first client to use Social Republic will be The Samaritans, an existing client that Agency Republic picked up in August when it ended a 10-year relationship with Ogilvy & Mather. The Samaritans is to launch a television, print and digital campaign in November.

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