The Salvation Army has appointed Grey Canada’s Toronto office as its agency of record, beating out three other agencies during a formal review.
Last spring the not-for-profit issued an RFP through the Institute of Communications Agencies (ICA). Eleven shops responded, and the list was eventually narrowed down to Grey, DDB and The Richards Group in Texas.
The Salvation Army worked with ACLC (which merged with Zig in 2008) for the last seven years. Zig however, did not participate in the review, said Andrew Burditt, territorial public relations director of The Salvation Army, Canada.
Burditt held agency meetings that included a mix of conversation and creative review.
Grey presented case studies of other non-profit work along with original ideas, said Burditt.
“When it came to Grey, they understood what the Salvation Army needed from an advertising agency, and why it’s important to raise funds,” he said.
The Salvation Army has already launched portions of its Christmas campaign. Due to tight timelines, the organization is using past creative, which Grey has “refreshed,” said Burditt.
Grey has, however, developed a 60-second direct TV spot using footage from a five-minute movie that was shot earlier this year.
Burditt said the agency spends approximately $1.3 million on advertising. Asked if Grey was working on the account pro bono, Burditt said they were “currently working out the details of the contract.”
“Grey Canada is proud to be working with one of Canada’s most respected organizations that positively touches the lives of the nation’s most vulnerable people through diverse programs and services,” said Ann Nurock, president and CEO, Grey Canada, in a release.
