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Claydon Heeley picks up £1.5m DM Asthma UK work

LONDON - Claydon Heeley Jones Mason has won the £1.5m direct marketing account for charity Asthma UK following a competitive pitch conducted through the AAR.

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The pitch was overseen by Alison Cowan, the assistant marketing director at Asthma UK, who said the pitch began by removing all agencies that worked with tobacco industry accounts.

A shortlist was then whittled down from 20 to five then two agencies, which pitched earlier this month. The competing agencies have not been disclosed.

Claydon Heeley will develop an audience-focused marketing strategy for the charity, which rebranded from the National Asthma Campaign on World Asthma Day in May.

The agency's first task is to develop an individual-giving recruitment campaign based on the charity's new tagline: "Control over asthma today, freedom from asthma tomorrow."

Andy Oram, the account director at Claydon Heeley who led the pitch, said: "When you are faced with the statistic that 90% of asthma deaths are preventable, you can't help but be moved into action. It's a privilege being on the business. Alongside the more prosaic need to raise funds, we intend to help put Asthma UK on the map."

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