• by Steve McClellan  @mp_mcclellan, March 4, 2020

Iconic community service organization YMCA of the USA has appointed WPP’s VMLY&R as its advertising and digital transformation agency of record following a competitive review.

The agency will be responsible for the development of an integrated brand advertising campaign across TV, traditional digital and social media. The agency will also lead digital transformation efforts to enhance customer experience across YMCA platforms.

The integrated campaign, slated for late 2020, will be aimed at driving greater understanding of the ways individuals and families can get involved with the Y. VMLY&R’s creative, technology, and connections teams will also help Y-USA with its digital transformation in 2020 to modernize and enhance its digital footprint.

Valerie Waller, Y-USA senior vice president and Chief Marketing and Communications Officer stated, “VMLY&R brings tremendous brand and customer expertise, a depth of knowledge in the nonprofit sector, and a true passion for our mission, making them an ideal partner to help us tell our story.”

The YMCA was founded in the UK and 1844 with the first U.S. branch established in Boston in 1851.

For VMLY&R the assignment continues a win streak that began last Friday with the global creative AOR assignment from apparel brand Lee which was followed earlier this week with its prevailing in the Intel pitch, also a global creative AOR assignment.