Jeans for Genes appoints new agencies ahead of marketing push
Jeans for Genes has appointed Sydney ad agency Bashful, Tailor Maid Communications and media agency Cherry Media as the charity campaign looks to take a different direction this year.
TV, print, events, digital and outdoor are the media to be used for this year’s campaign. Social media and events will be handled by The projects.
The charity’s previous agencies were Wunderman, which handled the advertising, and Ogilvy PR. Ogilvy PR will still handle press related to and surrounding the Children’s Medical Research Institute.
Suzy Sotirias, head of marketing and comms at CMRI, which runs the Jeans for Genes campaign, said: “Children’s Medical Research Institute is delighted to be working with agency partners of this calibre to contemporise the iconic Jeans for Genes campaign. Our combined agency team has shown outstanding commitment to developing an innovative and integrated marketing campaign. As a result, we look forward to successfully rallying community support on Jeans for Genes Day to raise awareness of CMRI and funds for children’s genetic research”.
another client lost by Wunderman…how many more to follow?!?!?!?!
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no one know denim like Bookallil! It’s like this client was made for him.
Good on ya Simon and the rest of the Bashful crew.
Cheers, SH
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Such a great win for Tailor Maid Communications, no one could do this better ! Well done to Sally and Chrissy and the rest of the TMC team.
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Well done Tailor Maid Communications!
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Does the agency do this pro bono / with a significant discount? You’d hope so given the Children’s Medical Research Institute’s high cost of fundraising, and amount raised per fundraising staff member.
People would be better off giving to other children’s medical research institutes in Australia – that (A) have a lower cost of fundraising, and (B) a higher quality of research output.
A good measure of research excellence is the number of grants awarded to an Institute from the Fed Govt’s National Health and Medical Research Council – which awards based on research excellence (highly competitive). Children’s Medical Research Institute was not awarded a SINGLE project grant from NHMRC last year. https://www.nhmrc.gov.au/_files_nhmrc/file/grants/funding/funded/project_grants_successful_apps_111220.pdf
In comparison, another child health research institute the Murdoch Childrens Research Institute has a cost of fundraising of 1% and last year was awarded the most project grants from NHMRC of all institute’s in the country. Ie their research is of high quality and most likely to make a real difference to the health of children.
What is the point of an ad agency helping to raise the profile and millions of dollars for an organisation that produces sub standard research??
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Anne is sadly misinformed. CMRI has always been upfront about publishing accurate fundraising costs, and does not engage in creative accounting to disguise them. CMRI’s research programs have a high level of success, which cannot be measured only in terms of grants. CMRI’s NHMRC project grants are listed among those of the University of Sydney, with which the institute is affiliated, and CMRI continues to be very successful with its NHMRC applications.
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