The Children's Medical Research Institute (CMRI) has appointed Wunderman to its creative account for Jeans for Genes, its first agency since John Bevins closed his doors a year and half ago.
Wunderman won the creative account in a pitch against two undisclosed agencies. The WPP-owned agency has been tasked with strategy, creative, direct marketing, digital and social media work for the charity brand.
Jeans for Genes, CMRI's major annual fundraising arm, was conceived by ad legend John Bevins almost two decades ago and he remains on its board. Bevins' agency handled the account until it closed its doors in late 2009 when he retired.
CMRI marketing manager Melissa Nassif said: "CMRI is delighted to appoint Wunderman. In particular, we value the agency’s integrated approach across all advertising mediums and their strategic insights on our much loved Jeans for Genes brand.
“Appointing Wunderman is an important step for CMRI given our successful 18-year partnership with John Bevins, our previous agency of record that closed its doors after nearly 30 years of operation.”
Jeans for Genes Day is a national annual event that occurs on the first Friday of August. People are asked to wear jeans to work to raise funds for genetic research for the prevention and treatment of children's diseases.
Jeans for Genes spent $800,000 on main media in the 12 months to February 2010, the same as the prior period, according to Nielsen.
Cherry Media handles media buying for Jeans for Genes and was unaffected by the pitch. Wunderman recently picked up accounts from Coca-Cola, working on its loyalty program, and Budget Eyewear.
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