RKCR/Y&R wins The Royal British Legion

The Royal British Legion: 'Poppy Appeal' by CST The Gate
The Royal British Legion: 'Poppy Appeal' by CST The Gate

Rainey Kelly Campbell Roalfe/Y&R has picked up the advertising account for The Royal British Legion following a pitch.

The agency won the brief in a three-way contest against BMB and M&C Saatchi, in partnership with Lida. Oystercatchers handled the review, which Campaign revealed in January.

RKCR/Y&R has been briefed with developing a new brand positioning for the charity, as well as creating advertising for fundraising, including the Poppy Appeal.

The RBL is looking to emphasise the work that it does to rehabilitate today’s injured servicemen, beyond its more famous Festival of Remembrance, in order to attract support from a younger generation.

Rupert Williams, the managing director of RKCR/Y&R, said: "Most people who buy a poppy don’t know where their money really goes. If they knew that most of it goes towards supporting today’s injured servicemen, then the Poppy Appeal would gain greater relevance to a wider audience, in particular younger people, and increase donations.

"We are incredibly proud to be given the opportunity to help make that happen."

The Royal British Legion has previously worked with The Gate on its advertising.

0
SHARES
Comment

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs
Thousands of jobs across advertising, creative, marketing and media

Just published

Feel you're missing out?

GET THE
BRANDREPUBLIC
BULLETINS
Sign up

The Wall Blog

From our partners