Rapp is going to the dogs. Omnicom's customer experience agency will oversee the combined media and creative accounts for UK-based charity Guide Dogs for the Blind Association, which provides services for the visually impaired.
Rapp will develop the creative, as well as handle media planning and buying, for three integrated campaigns throughout 2014 and 2015. The first creative launched in June, and there are two more phases this year launching in September and again in November. Each phase will integrate with other activity the organization is planning and will take the campaign onto another level.
"We are excited about taking them to the next level when it comes to building awareness and broader understanding of what they do as an organization," says Samantha Nolan, Chief Client Officer, Rapp. "The opportunity to bring together fundraising and brand to deliver seamless and impactful media and creative solutions is hugely exciting for us."
These campaigns, which will comprise digital, pay-per-click, outdoor, press and radio, will be designed to raise awareness among the UK public and help them to understand more of the work Guide Dogs does to help create shifts in general perceptions and considerations for support.
"Rapp provided us with invaluable insight on the key areas for brand development for Guide Dogs. They also demonstrated to us that they could really bring together our brand advertising and fundraising activity to ensure we deliver against all objectives, as well as delivering an integrated above-the-line media campaign," said Louise Robertshaw, Head of Communications and Campaigns, Guide Dogs.