Cancer Council Australia has appointed Initiative to manage its national fundraising media portfolio after a competitive pitch, AdNews can reveal.
Previously a number of media agencies worked for the charity on an ad hoc basis.
The Cancer Council Australia spends close to $4 million on media each year, separate to the $8 million spent by state affiliates, according to Nielsen figures. This includes government funded prevention campaigns outside of the national pitch.
Key national campaigns Initiative will work on include Daffodil Day, Australia’s Biggest Morning Tea and Pink, as well as Cancer Council’s licensed sun protection products.
“As one of Australia’s most well-known and respected charities, Cancer Council provides endless opportunities for highly effective fundraising media campaigns. We’re looking forward to bringing our plans and ideas to market with the Cancer Council team,” Initiative CEO Lee Leggett says.
Leggett previously told AdNews the Cancer Council pitch was important for the agency on a professional and personal level.
Cancer Council Australia’s director of marketing and partnerships Rubinee Hoyne said Initiative was chosen due to its "inspirational response" to the brief.
“Initiative demonstrated a strong understanding of the Cancer Council brand and most specifically showed how they would bring innovation to our major fundraising campaigns - helping us to elevate our activity and drive deeper engagement across a broader range of audiences," Hoyne says.
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