The agency pitched against Beattie McGuinness Bungay and M&C Saatchi in a pitch organised by Oystercatchers. Which sounds like a bit of a performance for a charity but the Legion is a biggie and charity is a competitive business these days.
RKCR/Y&R MD Rupert Williams says: “Most people who buy a poppy don’t know where their money really goes. If they knew that most of it goes towards supporting today’s injured servicemen, then the Poppy Appeal would gain greater relevance to a wider audience, in particular younger people, and increase donations. We are incredibly proud to be given the opportunity to help make that happen.”
Charles Byrne, Fundraising Director for the Royal British Legion fundraising director Charles Byrne says: “It was a very rigorous and thorough pitch process and with Oystercatchers’ guidance we were lucky to be working with three outstanding agencies. In the end, it was the combination of their clever, creative and courageous work that won Rainey Kelly Campbell Roalfe/Y&R the pitch.”