Between the Lines: BHF dilutes its ad impact

So the British Heart Foundation is looking for an ad agency (page 3). Sound familiar? That'll be because it launches about two pitches per year.

The charity's logic is that it gets great creative ideas from hungry pitching agencies when it calls a pitch for each advertising brief it issues. Indeed, TBWA\London's recent work shows this system can yield effective results.

But surely the BHF is missing a trick. Each time it hires a new agency it has to rebrief on its positioning and goals, a new planner has to get to grips with its data, and new working relationships have to be forged.

The biggest pitfall of all, however, is that the cumulative effect of various campaigns is reduced because of a lack of strategic and creative continuity.

The most obvious solution would be for the charity to appoint a roster of agencies and ask them to compete for briefs.

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