The Canadian Breast Cancer Foundation has named Grey Canada its advertising agency of record, following what is described as an “extensive” review process focused on both creative and strategic thinking.
CBCF has also hired Media Experts to oversee media buying.
According to Trish Bronsch, CEO of the foundation’s Prairies/NWT region, “numerous” agencies were invited to pitch on the business, including incumbent Cundari, which had held both the creative and media account since 2008.
“It’s so meaningful to work on a piece of business that really does want to change people’s lives,” said Grey Canada president Ann Nurock. “A future without breast cancer is something that everybody wants.
“Whatever work we do, we know we’re going to be helping somebody with their life.”
Grey has extensive experience in the not-for-profit sector, having worked with Special Olympics Canada for more than 10 years and last year winning the Salvation Army account.
Nurock said her agency’s Salvation Army kettle drive program from last year was used as a case study in its pitch. It exceeded its donation target by more than $3 million, and featured a new online component called “Fill the Kettle” that enabled Canadians to use Google Maps to make online donations to individual kettles within their community.
The majority of Grey’s work with the Canadian Breast Cancer Foundation will focus on the organization’s signature fundraising event–the CIBC Run for the Cure.
While Nurock wouldn’t disclose the nature of the work, she said it would encompass both traditional and new media.
