Guide Dogs Australia moves account to The Royals without pitch

The Royals has been appointed to Guide Dogs Australia’s strategy and creative account without a pitch.

Part of the independent creative agency’s remit is to build awareness around Guide Dogs and the services it provides to those who are blind or have low vision, with the end goal to drive donations.

Royals X Guide Dogs

Guide Dogs head of marketing and communication Charlie Spendlove said: “The Royals’ strong branding credentials were a key factor in our decision to work with them. At Guide Dogs Australia, we have a clear objective to move our brand beyond the current ‘just Guide Dogs’ perception and raise awareness of the full spectrum of our services. We look forward to working closely with The Royals to tell the full story of Guide Dogs Australia.”

The Royals managing partner Dan Beaumont added: “Guide Dogs Australia is a fantastic and vital charity and we’re excited to bring our branding expertise to the task of creating greater impact for such a well-known, but not always well-understood brand. This is even more important during a pandemic, when charities are struggling to gain the attention of potential donors and have to fight for every dollar. Guide Dogs has a rich history of valuing the power of creativity and we look forward to doing some great work.”

Guide Dogs has previously worked with independent agency Thinkerbell, which released several campaigns for the not-for-profit, including one to encourage people with struggling vision to get in touch with Guide Dogs and one centered on the trust between a guide dog and its handler. Guide Dogs does not have any current campaigns with Thinkerbell at the moment, but Mumbrella understands that Guide Dogs may work with them again in the future.

The news follow a number of wins for The Royals, including Eftpos provider Smartpay.


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