New agency to serve 'belief-driven' brands
Howard Lake | 15 April 2011 | News
“The world’s first belief-driven marketing agency” has launched this week in London, aiming to work with brands that are either not-for-profit or not just for profit. Backed by The Involve Marketing Partnership, (formerly the Direct Marketing Group), {united} has been founded by Duncan Gray and Elly Woolston, the founders of BHWG and Proximity London, together with their former BHWG colleague Steven Dodds.
{United} will work with organisations that want to combine commercial success with playing a positive role in society and serving customers who “want to live their beliefs”. The agency will be able to call on consultants and the other agencies within the Partnership, including DMS, Whitewater and Millennium, to provide a collaborative approach to clients’ needs.
Co-founder and client partner, Elly Woolston, said: “Although many brands talk about social and belief-driven commitment, this is the first time that an agency has been built wholly around these principles… We are really up for a challenge – not only in how we approach briefs but also in terms of the briefs themselves. We recognise that we are now living in a different world in terms of consumer and business behaviour and that brands no longer work within the time, location and channel constraints that they used to”.
www.beunited.co.uk
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.