The agency has been briefed to develop a new brand positioning for the charity, and create above-the-line advertising to help it increase fundraising revenues. Great Ormond Street aims to boost its fundraising by 100 per cent this year to £50 million.
The pitch was overseen by Lesley Miles, Great Ormond Street's communications and marketing director, who joined from Waterstone's last year. Miles is understood to have briefed the agency to come up with a similarly evocative and high-profile campaign to the Barnardo's work that was created by Bartle Bogle Hegarty.
Nigel Jones, the president of DraftFCB London, said: "We are delighted to work with this amazing organisation. It deals with issues close to everyone's hearts, and we are looking forward to developing great work that will help Great Ormond Street Hospital Children's Charity reach its targets over the coming years."
WWAV Rapp Collins, which is responsible for the majority of the charity's direct response TV advertising, is unaffected by the appointment. Its £1.5 million media account is handled by MindShare, which was appointed in April following a pitch against Zed Media and PHD.