After years of working with a series of agency partners for its marketing efforts, the American Red Cross has decided to settle on one, that being BBDO New York, which has been named creative AOR for the 130-year-old charitable organization and in effect, becomes the ARC’s first fully integrated agency partner. BBDO NY won out after a “competitive” review that spanned several months according to reports (as we do, we’re checking with the Red Cross to see who else was in the running).
Why BBDO? Well, after issuing a challenge to create a “rallying cry” for the American Red Cross, the organization’s CMO Peggy Dyer says in a statement that BBDO “delivered a roadmap that will help build a better future for all humanity. BBDO developed keen insights, powerful creative and an engaging brand narrative to tell the Red Cross story going forward.”
As is expected with an AOR, BBDO will be tasked with developing ad/marketing plans (complete with social media, online, offline and b2b components among others) that will build awareness of Red Cross services, increase donations, recruit volunteers, etc. BBDO NA chairman/CCO David Lubars seems up for the challenge, adding, “The American Red Cross is made up of people who put themselves in tough situations, roll their sleeves up, and get the job done. We will do the same for them.” Expect the agency’s first work for ARC to break this fall.