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WWF hires WWAV and BMP for £5m repositioning

LONDON - Omnicom-owned agencies WWAV Rapp Collins and BMP DDB have teamed up to win the combined £5m above- and below-the-line brief for wildlife charity WWF.

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The work will include a repositioning of the brand to highlight the global threat to the environment from problems such as climate change and toxic chemicals, as well as fundraising.

Robert Mayes, group communications director for WWAV Rapp Collins Group and spokesperson for the BMP and WWAV partnership, said: "WWAV and BMP will be working closely together to integrate WWF UK's brand and fundraising efforts and thus ensuring the brand works to its full potential. By highlighting the environmental issues we are all facing, and increasing awareness of the brand in relation to this, we are confident we can maximise the charity's fundraising."

The £5m above- and below-the-line spend generates the bulk of WWF's annual income. The agencies will use direct mail and advertising and design work to boost the charities' coffers.

Giles Robertson, head of marketing communications at WWF, said: "These agencies will be able to use their extensive charity experience to link WWF's brand with our fundraising operation, which will increase income and gain stronger brand recognition for WWF. Ultimately, this will mean more money for our conservation work around the world."

The appointment sees the charity's DM work move out of Proximity London, Omnicom's other major DM agency, after three years. Proximity repitched with Publicis-owned Saatchi & Saatchi, but lost out in the final shootout.

Proximity will work with WWF until September. The blow of losing the account will be softened by the news last week that the agency had picked up the Save The Children account.

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