VSO has appointed creative agency Kitcatt Nohr Alexander Shaw to handle its brand development, brand advertising and recruitment advertising with a spend in excess of £1 million.
The account had previously been held by Leonardo, whose work picked up several DMA and Campaign Awards last year.
Kitcatt Nohr will help international development charity VSO to develop their vision into a coherent brand strategy that will help engage its core audiences. In addition to brand advertising, the brief also requires a large volume of recruitment advertising to ensure that VSO recruits the 1000 highly skilled professionals it needs every year to fulfil the requests it gets from partner organisations around the world.
According to Head of Marketing Glyn Williams, “our new strategic plan states unambiguously that we are a development charity that works through skilled volunteers, rather than a charity that sends people abroad to do good deeds. We want to be judged on what volunteers achieve during their placement and on their return home. But this is not how we’re seen. And to deliver our vision, we need a brand strategy that will also increase our ability to recruit the right kind of volunteers, and increase our charitable income.”
Managing Partner Marc Nohr said: “Our task involves raising the status of international volunteering – so that it’s seen as serious professional development rather than ‘time out’.”
The work kicks off shortly with brand development and campaign planning.
Get free email updates
Keep up to date with fundraising news, ideas and inspiration with a weekly or daily email. [Privacy]