Integrated marketing agency Wunderman Thompson UK has won the British Heart Foundation’s (BHF) below-the-line and CRM accounts following a competitive pitch process.
As part of its new remit, the agency will now be responsible for devising a new CRM strategy for the BHF to be extended across all touchpoints.
The new strategy will enable the charity to send more personalised and relevant content to its customers, with the first stages of the work set to be launched in the spring.
The pitching process was initiated after the BHF decided to bring together its previously separate fundraising, marketing and communications teams.
“We’re thrilled to be working with the BHF on their new CRM strategy and creative,” Wunderman Thompson UK chief data officer, Christiaan Lette said.
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“The alignment of their fundraising and brand teams enables a more integrated marketing approach, greater marketing effectiveness and operational efficiency. We can’t wait to get started and make the British Heart Foundation matter more, to more people, whilst supporting life-saving research.”
Wunderman Thomson UK will now collaborate closely with the charity’s lead media and creative agencies, PHD and Saatchi&Saatchi as it looks to build a more integrated model.
BHF director of marketing, mass fundraising & engagement, Leah Mates added: “The British Heart Foundation funds groundbreaking research to save and improve the lives of the 7.6 million people and their loved ones affected by heart and circulatory diseases in the UK; and we rely completely on donations to fund that research.
“We wanted an agency partner that could help us create communications that resonate with our customers, as well as being a force for integration in how we use first-party customer data. a We were really impressed with Wunderman Thompson’s credentials, and look forward to seeing the impact we can deliver together whilst on our CRM transformation journey.”
