World Vision appoints M&C Saatchi to creative account following pitch

World Vision Australia has appointed M&C Saatchi to its creative account, concluding a pitch process announced in July.

The Royals had worked with the charity for almost a decade, but declined to defend the account by participating in the pitch.

M&C Saatchi will begin working on its first campaign for World Vision in early 2021.

The organisation’s chief marketing officer, Maryanne Tsiatsias – who has been in the role for a year – said that “with its expertise in creative story-telling and global brand-building, M&C Saatchi will play a key role in helping share World Vision’s story of impact to Australians.”

“We’re excited by M&C Saatchi’s collaborative way of working, its big ideas across all parts of the marketing mix as well as the team’s understanding of our brand and cause,” she continued.

“While 2020 has been an incredibly challenging year, World Vision has been so encouraged by the heart and generosity of the Australian community and its response to innovations such as our new program Chosen which flips the 70-year-old child sponsorship model, empowering children to choose their own sponsor.

“We can’t wait to see what our extraordinary in-house team, in partnership with M&C Saatchi, will deliver in 2021 to bring World Vision Australia’s inspiration and purpose to every household across the country.”

At the time the pitch was revealed, a World Vision spokesperson said that it was “prepar[ing] for a new chapter in our 70-year history”.

M&C Saatchi’s managing director, Michael McEwan, noted that “World Vision Australia tackles the hardest of circumstances head on”.

“Many of the issues people find uncomfortable to talk about,” he said.

“This is a privileged opportunity to work with a brand that makes such a difference to people’s lives, so we are grateful to be joining Maryanne and her team to help amplify the story they share with Australians.”

In May, World Vision Australia launched a news program on social media featuring ambassador Melissa Doyle.


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