Amnesty International has put its pounds 1.25 million advertising
account into Joshua, Grey’s newly merged through-the-line operation,
giving the new agency its first big win since it rebranded.
The human rights charity chose Joshua after a pitch process that
included Brann, Burnett Associates and Tullo Marshall Warren.
The move means one agency will now handle all aspects of Amnesty’s
marketing and fundraising. Target previously looked after all
communication with existing supporters, while Burnett oversaw the new
Joshua won the business after recommending the charity put more
resources behind nurturing its existing donors and members. Amnesty
currently puts more than half its spend into gaining new recruits.
Its first job will be to analyse the charity’s existing database to find
out what its strongest supporters want from the charity and to decide
upon the medium most likely to attract similar ones.
The rethink is likely to lead to a cut in cold mailings by 10 per cent.
It could also encourage Amnesty to use TV for the first time.
The charity aims to build stronger bonds with existing supporters by
keeping people informed about the positive things the charity has
achieved and by making fewer direct requests for money.