BHWG beats two to pick up WWF's pounds 1m brand-building task

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.