The SickKids Foundation has named Cossette and OMD its new creative and media agencies of record, respectively, after the completion of simultaneous reviews.
The foundation, which serves as the fundraising unit of The Hospital for Sick Children in Toronto, said in a statement that the assignment changes go into effect immediately. J. Walter Thompson and Mindshare were the previous AORs and steered the landmark “Better Tomorrows” campaign that ran from November 2014 to January 2015. Neither agency participated in the review process.
“J. Walter Thompson will always be a SickKids agency,” said Susan Kim-Kirkland, the creative agency’s president and CEO, in a statement. “However, as they embark on the next phase of their journey, we believe it is the right time to pass the torch to the next agency partner. We are so proud to have been a part of the SickKids story and wish them continued success in the future.”
Lori Davison, vice-president of brand strategy and communications at the foundation, said both winning shops demonstrated remarkable passion for SickKids’ efforts. With a major shift in fundraising focus and targeting coming later this year, Davison said the reviews were necessary to make sure the hospital had the right partners.
“There is a new strategic plan coming down from the hospital that will require us to support a whole new ambitious fundraising campaign that is quite different from anything we’ve done in the past,” she said. “It has a different focus and scale to it that will require us to tap into new audiences with a new strategic vision.”
Davison could not provide more details on the new plan as it is still in final planning stages.
“[Cossette’s] DNA is a fully integrated offering. We feel we have to do a re-envisioning of our entire public offering and the face of how we engage with donors and potential donors. The digital experience, for example, is where we see opportunity for a great leap forward for us.” Davison also lauded Cossette’s “brand insight work” that will lead to a new brand positioning.
OMD, meanwhile, impressed the organization with its case studies that demonstrate “a holistic solution where brand building meets acquisition goals. They really have figured out a really strong model,” Davison said.
“Better Tomorrows,” which was hailed as the hospital’s largest campaign to date, has been a regular at industry awards shows, winning pencils at the most recent D&AD awards, and has been shortlisted at the upcoming Marketing Awards.
