The World Wildlife Fund has appointed BHWG Proximity to handle a
pounds 1 million corporate advertising brief.
BHWG was selected from a final shortlist of three agencies that also
included Circus and Leonardo. The WWF is also thought to have spoken to
Saatchi & Saatchi and Ogilvy & Mather about the brief. Both Saatchis and
O&M have worked for the WWF in the past.
BHWG, which also handles the WWF's direct marketing consumer fundraising
account, is expected to develop a central communications idea for the
charity in the UK. If the concept is successful, the budget for the
branding campaign could be increased.
The charity wants to build its profile and awareness of its activities
in the competitive animal charity sector. The WWF's panda logo is one of
the most recognised identities in the charity sector.
Much of the WWF's recent marketing has focused on advertising or
fundraising for specific issues rather than on building awareness of its
brand. For instance, late last year it ran an ad campaign to save rhinos
called 'Walk for Wildlife'. The campaign was endorsed by celebrities
including Davina McCall.
The pitch for the new work was run by Tania Reed, the WWF's head of
marketing and communications. Reed was unavailable for comment as
Campaign went to press.