British Legion awards two marketing contracts

The Royal British Legion has awarded two three-year contracts to marketing agencies Citigate Albert Frank and Target Direct.

The agencies, who have both worked with the Legion before, will focus on the development of the award-winning Poppy Appeal campaign, and on the 60th anniversary of D-Day in 2004 and VE Day in 2005.

The contracts follow a review of the charity’s marketing and communications activity.

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Citigate Albert Frank has been given responsibility for above-the-line activity for developing the Poppy Appeal campaign through outdoor media and creative planning and buying. It has also been given responsibility for developing the Legion’s Poppy Direct Affinity Marketing scheme, which offers third party products and services such as travel and financial services to the Legion’s 590,000 members.

Target Direct will be working below-the-line to develop the Legion’s direct marketing to reach new audiences and grow the charity’s donor base. Target will build on their previous work with the Legion, which helped raise more than £4 million over and above the Poppy Appeal’s usual collection box programme, to create new fundraising and donor recruitment strategies.

Russell Thompson, Director of Fundraising and Marketing at the Legion, said: “The Poppy Appeal brings in almost half of what the Legion spends annually on supporting the ex-Service community. The income has increased year on year, generating over £20 million in 2002 – we are looking to beat this target yet again with the help of Target and Citigate.”