George Institute calls branding review
The George Institute for Global Health is searching for an agency to revamp its brand and raise its profile in Australia, China, India and the UK.
The NGO told Mumbrella that it is looking for branding and communications support to further its work in cardiovascular research to help resource-poor populations.
Leonie Walton, the charity’s head of marketing, said: “The George Institute is looking for an agency that can assist in taking our 12 year old brand, which is well respected in the academic community, into the public arena.”
“As a not-for-profit, The George Institute’s research mostly relies on government funding, but we need to increase our brand recognition in the corporate and philanthropic world to increase funding opportunities for our researchers.”
I’d hate to be negative about the George Institute because of the good work they do but this only shows agencies should be aware that this is second such review the George Institute has done. I know, I was part of their first one. NFPs should be aware that agencies also can suffer from pro-bono fatigue, especially when they are led on the merry chase of a free pitch only then to fall foul of NFPs with changing management and even worse, idiosyncratic boards who don’t understand the need for either branding or marketing activity.